Transforming Customer Data into Customer JourneysUsing Sales Cloud and ExactTarget Marketing Cloud Email to Personalize Every Interaction

Transforming Customer Data Into Customer Journeys2 exacttarget.com

Table of ContentsEnable the Single View of the Customer 4

Facilitate Customer Journeys 6

Optimized with Content 8

Managing the Enterprise 10

3Transforming Customer Data Into Customer Journeysexacttarget.com

From Twitter and Facebook, to emails, texting, and the web, your customers are interacting with

you in many ways.. And all along the way, you’re collecting valuable information about them, and

building extensive customer profiles with preferences, purchase history, and personal details, like

birthdates and anniversaries. But how well are you using this information to build your customer

relationships? Your customers want to be treated like unique individuals—and “one size fits all”

messages are not the most effective way to engage with your customers. It’s more important than

ever to develop real relationships with your customers.

Chances are you have much of your customer information gathered neatly for the sales team

in Salesforce. But how well is it being used? By defining and capturing your customer within

Salesforce, you’ve already done the heavy lifting. Now, you just need to make it easy to access

that data and market to them in a way that tells them you know who they are, where they are, and

the things that they care about: the products and services they’re most interested in, the best

offer to send them next, the information they need next, and more. And the only way you can do

that is if you’re leveraging customer data in your digital marketing campaigns to personalize every

interaction you have with your customers.

That’s where the ExactTarget Marketing Cloud Salesforce Integration comes in: providing you

with easy access to all of that data to create truly personalized messages for each and every

customer—whether you have 100 or 100 million. ExactTarget has been helping customers send

targeted, and highly personalized email messages for more than a decade. With the ExactTarget

Marketing Cloud Salesforce Integration, you can take all that information that you’ve carefully

curated in the Sales and Service Clouds, and automatically use it within ExactTarget Marketing

Cloud emails.

Enable the Single View of the Customer

Facilitate Customer Journeys

Optimize with Content

Manage the Enterprise

There are 4 key ways that the ExactTarget Marketing Cloud Salesforce Integration helps you turn your customer data into customer journeys:

Transforming Customer Data Into Customer Journeys4 exacttarget.com

Enable the Single View of the Customer If you’re like most organizations, you may feel like you are drowning in a sea of

customer data. You have multiple data sources, and one of the biggest challenges

is to pull it together into a single view of your customer.

The ExactTarget Marketing Cloud Salesforce Integration combines your CRM data

and digital marketing data, so you can simplify data management, and link data

directly to a contact record. When those data sources come together, you’ve

successfully defined your customer, providing marketing, sales and service with

more valuable, relevant customer information. Then, when it comes time to market

to them, you can show your customer that you know who they are and where they

are, recognize the kinds of things they care about and the products or services

they’re most interested in, and communicate the next best offer or information to

them. By leveraging your customer data and building a single view of the customer,

you can reflect customer knowledge in everything you do, and easily build and

deploy advanced, personalized digital marketing campaigns using your most

current customer data.

Now, Marketing, Sales and Service have a single view of the customer in Salesforce,

including customer subscription preferences, activity around opens and clicks, and

engagement data at the customer level. And with specific link performance, you

can see exactly which links are the most popular, helping you determine which links

to use in future messages. You can also drill down to the individual level, so that

when a sales person calls a customer, they know exactly what the customer is most

interested in based upon their activity. And real-time tracking information such as

opens, bounces and click-throughs at both the individual and aggregate level, give

you better visibility into emerging trends, enabling you to make better decisions,

take quicker action, and focus on results, instead of spending your time manually

pulling disparate data together.

5

Customer Highlight:

DonorsChoose.orgDonorsChoose.org is an online charity that gives people a simple and personal way to help students in need by donating to classroom projects

posted by public schools and teachers from every corner of America. During past natural disasters, DonorsChoose.org sent emails to community

members asking for donations—but timeliness greatly affected their ability to raise funds. When tornadoes destroyed many schools in Moore,

Oklahoma, DonorsChoose wanted to rally the community, but this time they knew they needed to do it quickly. Within 10 minutes, they created

a Salesforce report of previous high-value donors to target with a special donation request email. With ExactTarget Marketing Cloud Salesforce

Integration they were able to send the ExactTarget email to the Salesforce report with an easy click of the button. That single email send resulted

in $200,000 in donations, and 1,900 conversions. And the campaign as a whole helped raise over $2 Million for the community. Having that single

view of their customer ahead of time allowed them to quickly react and rally the community with just a few simple steps.

Transforming Customer Data Into Customer Journeys6

Facilitate Customer JourneysNow that you have a single view of the customer through the ExactTarget Marketing

Cloud Salesforce Integration, you have a wealth of information about your customers

all in one place that you can now use to create engaging customer journeys. Think

of the customer journey as a relationship between your customers and your brand in

which you want to influence and migrate customers from one stage of their journey

to the next. With the single view, you have customer profiles that allow you to know

and understand the status of your customers’ relationship with you. You may have

prospects that have never purchased a product from you, and you want to drive

them to an initial purchase. Or, you may have customers that have purchased

once from you before, and now you want to turn them into repeat purchasers. Or

perhaps they were once frequent buyers, but they have now lapsed, and you need

to re-engage them with unique offers and messages. You can imagine how these

different stages in the journey need to be reflected in your marketing efforts along

all the different points in that relationship. You don’t want to market to a brand new

customer the same way that you market to a long-time loyal customer; this approach

simply won’t resonate with them. The actions that you drive are all a part of your

customer’s journey with your organization, and each interaction should continue to

build the customer relationship.

While savvy marketers are using the vital customer information enabled by a

single view to plan every stage of the potential customer journey and automate

personalized messages to prospects and customers every step of the way, your

Sales and Service organizations are now enabled as well. With the ExactTarget

Marketing Cloud Salesforce Integration, Sales and Services reps can partake in

the customer journey as well. Marketing can create branded email templates that

Sales and Service reps can access directly from within Salesforce to send to leads,

contacts, reports, and campaigns. And with Dynamic Content, these email templates

can include local reps’ contact information and targeted images. Every step of the

customers’ journey with your business can be planned, personalized and branded.

exacttarget.com

The Power of Email for B2B

Email

OneAmerica® is dedicated to protecting the future of its

customers through trusted financial services and exceptional

people. Based out of downtown Indianapolis, OneAmerica and

its operating companies—including The State Life Insurance

Company—set their sights on building trusted relationships

with advisors and customers to deliver true value, and that’s

exactly what they’re doing each and every day.

Challenge

The State Life Insurance Company, a OneAmerica company,

needed a way to streamline the onboarding process for

new producers (a financial professional who markets the

company’s products) and get them engaged more quickly.

In the past, the company would mail new producers an

extensive printed onboarding kit. These kits were costing

the company $9 for each new producer—so, as business

boomed, the printed kits became an increasingly costly and

resource-intensive onboarding tool. The State Life team

knew there was a better way.

Solution

The State Life Insurance Company partnered with ExactTarget

to set up an automated and dynamic email campaign that

could replace the printed onboarding kit. Each new producer

received a welcome email with critical information on

OneAmerica; one week later they received an email driving them

OneAmerica’s new onboarding process provides critical information, but in a much more effective way.

to a landing page to select their product interests via a Smart

Capture form; their product selections are then pushed to the

company’s salesforce.com database; and lastly, salesforce.

com pushes a report to ExactTarget which triggers a custom

drip campaign based on the producer’s product interests.

Meanwhile, the OneAmerica business development team also

receives an automated email with the producer’s selections,

so that they can reach out for a personal conversation. This

new onboarding process still provides producers with critical

information, but in a much more effective way.

Customer Highlight:

One AmericaOne America, a financial services organization offering life insurance, annuities, and retirement planning, wanted to improve the critical on-

boarding stage of the customer journey for their new resellers. Using the ExactTarget Marketing Cloud Salesforce Integration, OneAmerica

streamlined their new team member on-boarding process, saving both time and money Replacing their manual process with an automated

and dynamic email campaign became the cornerstone of their new data-driven onboarding experience. With the ExactTarget Marketing Cloud

Salesforce Integration, the team was able to easily create custom drip campaigns based on email interactions and product interests, and create

a vastly improved process for on-boarding new team members. They experienced a 50% improvement in the time required for a new reseller to

start selling. And with more than $21,000 in savings and over 200 employee hours saved, OneAmerica has seen tangible ROI, and anticipates

even more to come. They’ve been able to accomplish all of this by focusing on the on-boarding stage of their new resellers’ customer journey.

7

Optimize With ContentNow that you have a single view of the customer and know what customer journeys

you want to power, it’s time to start sending your customers email. But you don’t

want to send them just any email. You want to send them email that resonates with

them and gets them engaged. To accomplish this, you need to ensure that the right

message goes to the right customer at the right time, and that they can view it with

optimized content for whatever device they may be using.

The ExactTarget Marketing Cloud gives you one place to store, search, edit, and

personalize all of your content, making it easy to deliver relevant messages that

are more likely to be opened and read. With the ExactTarget Marketing Cloud

Salesforce Integration, you can send your customers targeted content based upon

their specific preferences, as well as their unique point in the customer journey.

By combining single view of the customer with the power of the customer journey,

you may send dozens of variations of just one email to thousands of customers,

delivering a tailored email experience to each and every one of them.

But it doesn’t stop there. You need to make sure your emails look good from

wherever your customers are viewing them - computer, tablet or mobile device.

Understanding how and where your customers connect with you, and catering to

that medium, is increasingly important, as email is still growing as the preferred

communication channel. Email’s persistence is undeniable, and effectively rendering

on mobile devices plays a huge role. This means your emails need to look great

wherever your customers see them.

ExactTarget’s out-of-the-box mobile optimized templates let you create emails that

will automatically look good on any device. You supply your favorite content and

images, and ExactTarget’s responsive templates will automatically determine how to

expand or collapse that particular message—ensuring you’re optimizing both your

content and its appearance. Bottom line: if you want to be where your customers

are and truly engage them there, you can improve interaction and conversion rates

by optimizing every step of the way.

Transforming Customer Data Into Customer Journeys8

Customer Highlight:

PHH Mortgage With the ExactTarget Marketing Cloud Salesforce Integration, PHH Mortgage is able to create marketing branded emails that their mortgage

advisors can access via Salesforce to send to their reports and contacts to help drive and personalize their customer journey! And with ExactTarget

Marketing Cloud’s dynamic content features, PHH Mortgage is able to render each reps photo and contact information automatically for each

send. Since then, they’ve improved their open rates to 30% and increased user adoption from mortgage advisors.

9

exacttarget.com

The Power of Email for B2B

Email

OneAmerica® is dedicated to protecting the future of its

customers through trusted financial services and exceptional

people. Based out of downtown Indianapolis, OneAmerica and

its operating companies—including The State Life Insurance

Company—set their sights on building trusted relationships

with advisors and customers to deliver true value, and that’s

exactly what they’re doing each and every day.

Challenge

The State Life Insurance Company, a OneAmerica company,

needed a way to streamline the onboarding process for

new producers (a financial professional who markets the

company’s products) and get them engaged more quickly.

In the past, the company would mail new producers an

extensive printed onboarding kit. These kits were costing

the company $9 for each new producer—so, as business

boomed, the printed kits became an increasingly costly and

resource-intensive onboarding tool. The State Life team

knew there was a better way.

Solution

The State Life Insurance Company partnered with ExactTarget

to set up an automated and dynamic email campaign that

could replace the printed onboarding kit. Each new producer

received a welcome email with critical information on

OneAmerica; one week later they received an email driving them

OneAmerica’s new onboarding process provides critical information, but in a much more effective way.

to a landing page to select their product interests via a Smart

Capture form; their product selections are then pushed to the

company’s salesforce.com database; and lastly, salesforce.

com pushes a report to ExactTarget which triggers a custom

drip campaign based on the producer’s product interests.

Meanwhile, the OneAmerica business development team also

receives an automated email with the producer’s selections,

so that they can reach out for a personal conversation. This

new onboarding process still provides producers with critical

information, but in a much more effective way.

Manage the Enterprise Whether your organization is simple or complex, you need to make sure your

marketing efforts are consistent and aligned throughout your organization. With

ExactTarget Marketing Cloud Salesforce Integration, you can truly manage the

brand and journey for the enterprise, and ensure your resources have the tools and

permissions they need to be successful.

You may have a complex global organization with different content, permission,

access, and data requirements across various business units, and the corporation

itself. With ExactTarget Marketing Cloud Salesforce Integration you can fully

customize your implementation so that marketing permissions align with

organizational permissions.

Or, you may be part of a relatively simple organization where global complexities are

not be a concern, but brand consistency across touch points and data governance

requirements are mission critical. With ExactTarget Salesforce Integration, you

have a foundation upon which you can satisfy today’s needs, and also scale to

accommodate future complexities that will inevitably arise with your marketing plan,

data capture and accessibility requirements, and/or organizational  growth.

Transforming Customer Data Into Customer Journeys10

Customer Highlight:

Grocery OutletGrocery Outlet needed a way to present a unified brand voice while still allowing different stores to deliver unique messaging that spoke to local

customers. Using ExactTarget Marketing Cloud, Grocery Outlet is able to create locked content for corporate branding as well as provide editable

space for local content. And with ExactTarget Marketing Cloud approval features, the corporate marketing team is able to review all local content

before a final send.

11

Transforming Customer Data Into Customer Journeys12 salesforce.com/marketing-cloud

Let’s Get Started...Used by more than 10,000 organizations worldwide, the ExactTarget Marketing Cloud is the customer

platform for one-to-one marketing,. Integrated for more than a decade, Salesforce CRM and ExactTarget

Marketing Cloud empower thousands of Salesforce clients to create optimized customer journeys across

the enterprise via a single view of the customer.

ExactTarget Marketing Cloud makes product integration easy, enabling you to plug in any other system

relevant to your email marketing efforts. Starting with configuring your ExactTarget account with Salesforce

integration, the process is simple From creating your content, to building and segmenting your audience,

to sending targeted and engaging emails – all of this can be done within the cloud, and all without requiring

IT help.

Want to get started? Click here to request a demo

13Transforming Customer Data Into Customer Journeyssalesforce.com/marketing-cloud

Notes

Transforming Customer Data Into Customer Journeys14 salesforce.com/marketing-cloud1Title of Whitepaper Hereexacttarget.com

Power YourCustomerJourneys

Make the most of your customer data with email, social, mobile, and

the personalized web. Our cloud-based marketing software powers

relationships between brands and customers.

Check out salesforce.com/marketing-cloud to learn more!