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Marketing cloud bdm days apac
1. The Dawn of the
Digital Marketer
Welcome to a new era of marketing
Brian Brames and Vlad Silak
Marketing Cloud Alliances
2. Session Objectives
• Understand the capabilities Salesforce Marketing Cloud can provide
• Articulate the value and differentiators
• Identify accounts which are ready for Marketing Cloud opportunities
By the end of this session, you will be able to…
3. Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Opt-inDownload App
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase
Every Customer Is on Their Own Unique Journey
Grouping, segmenting, and stereotyping is no longer enough
4. Become a Customer Company
Connect with your customers in
a whole new way
Run your business
from your phone
Create 1-to-1
customer journeys
Get smarter about
your customers
FOR MARKETERS
THE CUSTOMER SUCCESS PLATFORM
5. Connect with your customers in
a whole new way
Run your business
from your phone
Create 1-to-1
customer journeys
Get smarter about
your customers
8. “We need to better serve our current customers,
and increase our share of wallet.”
better serve our current customers
First
Purchase
Repeat
Purchaser
Loyal
Customer
Anonymous
Browser
Known
User
11. She Creates an Account through Facebook
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
12. Susan Receives Her First Personalized Message
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome
13. She Receives Targeted Offers through the Mobile App
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome
MOBILE: App Installed
14. Susan’s In-Store Experience is Enhanced with Mobile
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location
MOBILE: App Installed
15. She Receives a Receipt with Personalized Content
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase
MOBILE: App Installed
16. Susan Posts to Facebook about Her Great Experience
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase, Advocate
MOBILE: App Installed
18. What Can Northern Trail Outfitters Do Next?
• Create individual interactions, at scale,
with millions of customers
• Communicate through multiple channels
• Leverage data and insights, optimizing interactions
• Measure performance across the entire customer journey
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase, Advocate
MOBILE: App Installed
19. Powering Success in Every Industry
Technology
Financial Services
& Insurance
252B
events in
a month
100TB
stored by a
single customer
32B
messages sent
in a month
99.96%
product uptime
Travel &
Hospitality
Internet
& eCommerce
™
Retail/CPG
Communications
& Media
20. “Salesforce positions us to offer new and expanded
services to our clients.”
Michael Adamson, CEO at Anne Street Partners
Anne Street Partners Enhances Effective Communication Strategy
Captures better consumer data and leverages Sales Cloud data to target consumers with highly
relevant information
Increases transparency over the customer database, for single view of the customer
Cut list creation process by 50%, increased open rates by 30%, and increased click through rates by
50% with help from Marketing Cloud
21. “I want one system able to support the sales
process all the way through. Salesforce is mobile
friendly – it’s the perfect tool.”
Tony Blamey, Chief Commercial Officer at Domain Group
Domain Group modernizes open-for-inspection process with Homepass
Sales Cloud, already driving Domain’s sales operations, stepped up for the Homepass activations
project, delivering dashboards and daily performance metrics to keep it on track.
Marketing Cloud let Domain communicate the Homepass offer to agents and nurture them to
activation – super fast.
Integrating AppExchange apps like Conga and DocuSign drove a multi-step agent onboarding
process right down to two clicks
23. Journey Builder
Plan, Personalize, and Optimize Every Interaction
Leverage cross-channel touches
to drive business goals
Use real-time data to inform new
versions and optimize performance
24. Contact Builder
Harness the Power of Your Customer Data
• Build single view of your customer
• Manage complex data models
• Make your data actionable
25. Sales / Service Cloud Integration
Leverage Your CRM Data to Better Target Customers
• Simple data connection model
• Complete view in Sales Cloud
• Highly personalized communications
27. Email
The Cornerstone to Great Digital Marketing
• Easy-to-use content, dynamic
personalization, and testing tools
• Fast, highly scalable platform
• Distributed and franchise models
• ISP reputation management, delivery
tools, and mobile preview
28. MobileConnect
Send Timely, Targeted Mobile Offers
• Send mobile-friendly emails
• SMS and MMS messages
• Pinpoint your audience
• Automate sending
• Track mobile campaigns
29. MobilePush / Group Messaging
Manage Messaging across Mobile Devices and Apps
• Send location-based push messages
• Personalize and Target exact audiences
• Automate app alerts
• Leverage geo-fence and beacons
• Extend your conversations with apps like
Line and WeChat
30. Social Studio
Listen, Analyze, Marketing, and Engage Across the Customer Success Platform
• Run social campaigns, engage with
customers, and use social insights to
drive marketing decisions
• Surprise and delight your customers with
social customer care
• Find and connect to new customers
faster with social lead generation
31. Advertising
Buy and Optimize Social Media at Scale
Self-service across Twitter and Facebook
Easy-to-use advertising creation tools
Reporting and analytics across multiple metrics
Define audiences based on high value customers
Target users for acquisition campaigns
No limits on data storage
Any source data, from anywhere
Interactive, visual data modeling
32. Performing at a Massive Global Scale
300K
Automations daily
1.6B
Emails sent
in a day
400M
SMS Messages sent
1B+
Transactions a Day
99.96%
2014 Data Center
Uptime
32B+
Emails sent
in a month
22M
Daily Triggered
Sends
21B
Rows added
Daily
3.1B
API Calls
a month
102Tb
Largest single database &
25 over 10TB
60M
Journey transactions
a Day
26Pb
Row Storage under
management
36. Appendix
• 2015 State of Marketing: http://www.salesforce.com/marketing-cloud/resources/reports-and-whitepapers/
• Editions and Comparisons: http://www.salesforce.com/marketing-cloud/pricing/email-mobile-web-marketing/
• Customer Success Stories: http://www.salesforce.com/marketing-cloud/customer-stories/
Notes de l'éditeur
PLEASE NOTE: Managing Partner: System Partners
Industry: Financial Services, Wealth Management
Segment: Mid-Market
ABOUT
Anne Street Partners (ASP) is a leading wealth management company that provides tailored financial advice and financial plans across Australia— offering products like: home loan brokerage, insurance brokerage, property sales, and more.
PRODUCTS IN USE
Email Studio
Sales Cloud
Marketing Cloud
Service Cloud
Service Cloud Console
INTEGRATIONS: Redmap document management
CHALLENGES
Overcome inherent complexity in disjointed marketing process that was too complex for internal users, too complex to ensure data integrity and produced poor content targeting for end users
Wanted to:
Simplify email marketing processes and time to market
Improve audience segmentation
Increase content relevance to target audience
Increase audience engagement
SOLUTIONS
Closer integration between the clouds prove by example that simplicity is at the heart of the Salesforce Cloud
Integrating Salesforce Sales Cloud and Salesforce Marketing Cloud to simplify list management, improve segmentation and better manage audience preferences in sync with customer service and the sales organization
Though employing the integrated connector and simplifying the send management process and email preference set-up, they had a simple solution that reduced the steps in the process, simplified list management, simplified preference management and improved customer content relevancy by improving the tools available inherent in the combined two Salesforce solutions.
RESULTS
By completing the Salesforce to Marketing Cloud integration, Anne Street Partners managed to simplify the process of creating and finalizing subscriber list by cutting the number of process steps by 50%
Anne Street Partners linked the CRM content and interest preferences to the email marketing preferences to ensure content relevance is always up-to-date
Increased open rates by 30%
Increased click through rates by 50%
Industry: Professional Services
Segment: Enterprise
NOTE: this is a cross-cloud implementation
ChallengeDomain Group, one of Australia’s leading multi-platform property destinations, wanted to make the home buying experience friction free and emotionally positive
It wanted to modernise the open-for-inspection process with Homepass, a mobile app delivering deeper insights into consumers and market demand
Being first to market with a homebuyers’ app for property agents was a race Domain wanted to win
With only weeks to plan for a launch Domain needed a fast activation process for maximum market penetration
SolutionSales Cloud, already driving Domain’s sales operations, stepped up for the Homepass activations project, delivering dashboards and daily performance metrics to keep it on track
Marketing Cloud let Domain communicate the Homepass offer to agents and nuture them to activation – super fast
Chatter held the project together internally acting as a portal for sharing updates – and wins!
Service Cloud brought call centre agents in, delivering another support channel to agents during activation
Integrating AppExchange apps like Conga and DocuSign drove a multi-step agent onboarding process right down to two clicks Results
Salesforce is helping Domain Group transform the open-for-inspection process through connected agents and mobile apps
The two-click activation process in Salesforce helped Domain Group achieve significant market penetration in just two months
Now when homebuyers approach a property, agents already know them, their preferences and viewing history, and are ready to deliver a truly personalised experience
Quotes: “I want one system able to support the sales process all the way through. Salesforce is mobile friendly – it’s the perfect tool.” - Tony Blamey, Chief Commercial Officer at Domain Group.