Marketing Cloud: Salesforce Marketing Cloud: die Customer Journey fängt hier und jetzt an
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Simon Putzer | Senior Account Executive, Marketing Cloud @SimonPutzerET | [email protected] Salesforce World Tour‘15 Munich: Marketing Cloud Breakout Session– Foodpanda Rocket Internet
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Transcript of Marketing Cloud: Salesforce Marketing Cloud: die Customer Journey fängt hier und jetzt an
Simon Putzer| Senior Account Executive, Marketing Cloud @SimonPutzerET | [email protected]
Salesforce World Tour‘15 Munich: Marketing Cloud Breakout Session– Foodpanda Rocket Internet
Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
<1990 1990s
Events Direct Mail Telephone
1999 2000s 2013 TV Radio Print Display
IM Email Events Direct Mail Telephone
TV Radio Print Display Cable TV Website Search Online Display
TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing
Mobile Email SMS IM Email Events Direct Mail Telephone
TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web
Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Mail Telephone
TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/ RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation
Marketing (R)Evolution
IM Email Events Direct Mail Telephone
Salesforce Marketing Cloud One platform to manage the customer journey
Source: Gartner Market Share All Software Markets, Worldwide, 2014 3.31.15
2011 YR 2012 YR 2013 YR 2014 YR
Fastest Growing CRM Marketing Vendor in the Industry Based on 2014 market share revenue
2011 YR 2012 YR 2013 YR 2014 YR
The Salesforce Marketing Cloud
Audience Personalization Content
Apps Service
Ads Web Email Mobile Social Group
Messaging Sales
Community
Audience Personalization Content
Audience Personalization Content
Apps Service
Ads Web Email Mobile Social Group
Messaging Sales
Community
Customer Journey
Audience Personalization Content
Apps Service
Ads Web Email Mobile Social Group
Messaging Sales
Community
Customer Journey
Group Messaging
Customer Success
Engage at Every Step of the Customer Success Journey
Apps Service Community Ads Web Email Mobile Social Sales
Customer Success
The Customer Success Journey
Advocacy
Engagement
Onboarding
Acquisition Selling
See it live / DEMO
Christoph Cuquemel| Senior Solutions Consultant, Marketing Cloud| [email protected]
Foodpanda and Salesforce Marke1ngCloud
(ExactTarget) Ankur Gatani Global Head of CRM
Hyperlocal CRM in a Hyper-‐Interna:onal Setup
Munich, July 2, 2015
Here’s my Agenda
• Intro Foodpanda • Our Situa1on • Why we chose ExacGarget
• Our Use Cases • Key Advantages we see • Next Steps / Coming up • Tips for Others
Who we are
40+ Countries 20+ Languages Several Time-‐zones 100s of Ci:es 1000s of Areas / Restaurants Millions of Customers Central + Local Teams
The Requirement
• Relevance = Localiza1on • Automated Hyperlocal Life-‐cycle Communica1on
• Fast Scaling of Campaigns across Geographies/Languages • Uniform tracking and repor1ng conven1ons • Country Managers having limited HTML skills • Complex Segmenta1on / Personaliza1on
• Country > City > Area, Price Segment, Discount Preference, Lunch or Dinner, Weekday or Weekend, Cuisine, Meal Type
• Reduce dependence on Data Engineers or Developers to deploy new personalized campaigns
• Simplifica1on of co-‐ordina1on across Geographies • Easy Onboarding of new companies we acquired
Why ExacGarget
• Simple Answer : We liked what we saw! • Key Features that maGered
• Automa1on Studio • Journeys with Goal Management • Drag and Drop Content Development • Data Extensions – offering infinite possibili1es • API Access to replicate modules across business units
What are we doing with it?
• Simpler Things: • Approvals enabling beGer Quality Control • Automa1on to import and process different pieces of data across 1me-‐zones
• Journeys – Ac1va1on / Reac1va1on • Branches for Chain / Web Orders
• AMP Scripts: • Area specific informa1on to each user : Deals / Recommenda1ons / New Restaurants
• Serial Voucher Codes • Your last orders
• Test and Replica1on of Campaign Setup across countries
Elements in the emails
Next Up
• Almost re-‐doing our en1re setup all over again, much cleaner, much more efficient – we know beGer now.
• API integra1on to replicate manage Content / Data / Queries efficiently across all business units.
• Content Repositories to leverage Drag and Drop • Real-‐1me on-‐site Behavior triggered campaigns • Integra1on with mul1-‐channel campaign management system
• Transac1onal Sends!
Tips…
• U1lize services effec1vely during account setup. It’s worth it. • BluePrint your Setup, Iterate, get it reviewed by an expert before you start deployment
• Rushing through, can prove inefficient later!
Thank you
Foodpanda and Exac+arget Hyperlocal CRM in a Hyper-‐Interna3onal
Setup Munich, July 2, 2015
Here’s my Agenda
• Intro Foodpanda • Our Situa<on • Why we chose Exac+arget • Our Use Cases • Key Advantages we see • Next Steps / Coming up • Tips for Others
Who we are
40+ Countries 20+ Languages Several Time-‐zones 100s of Ci3es 1000s of Areas / Restaurants Millions of Customers Central + Local Teams
The Requirement
• Relevance = Localiza<on • Automated Hyperlocal Life-‐cycle Communica<on
• Fast Scaling of Campaigns across Geographies/Languages • Uniform tracking and repor<ng conven<ons • Country Managers having limited HTML skills • Complex Segmenta<on / Personaliza<on
• Country > City > Area, Price Segment, Discount Preference, Lunch or Dinner, Weekday or Weekend, Cuisine, Meal Type
• Reduce dependence on Data Engineers or Developers to deploy new personalized campaigns • Simplifica<on of co-‐ordina<on across Geographies • Easy Onboarding of new companies we acquired
Why Exac+arget
• Simple Answer : We liked what we saw! • Key Features that ma+ered
• Automa<on Studio • Journeys with Goal Management • Drag and Drop Content Development • Data Extensions – offering infinite possibili<es • API Access to replicate modules across business units
What are we doing with it?
• Simpler Things: • Approvals enabling be+er Quality Control • Automa<on to import and process different pieces of data across <me-‐zones
• Journeys – Ac<va<on / Reac<va<on • Branches for Chain / Web Orders
• AMP Scripts: • Area specific informa<on to each user : Deals / Recommenda<ons / New Restaurants • Serial Voucher Codes • Your last orders
• Test and Replica<on of Campaign Setup across countries
Elements in the emails
Next Up
• Almost re-‐doing our en<re setup all over again, much cleaner, much more efficient – we know be+er now. • API integra<on to replicate manage Content / Data / Queries efficiently across all business units. • Content Repositories to leverage Drag and Drop • Real-‐<me on-‐site Behavior triggered campaigns • Integra<on with mul<-‐channel campaign management system • Transac<onal Sends!
Tips…
• U<lize services effec<vely during account setup. It’s worth it. • BluePrint your Setup, Iterate, get it reviewed by an expert before you start deployment • Rushing through, can prove inefficient later!
