Learn how to use a digital technology platform to attract, engage and serve customers seamlessly.

1. Marketing in the Era of the Connected Consumer
Using a Digital Technology Platform
toAttract, Engage and Serve
Customers Seamlessly
Rupen Shah
ISV Alliances & Strategy, Salesforce Marketing Cloud
rupen.shah@salesforce.com
@rupen_shah1

2. Safe Harbor
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of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
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future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

3. “What is the biggest
problem marketers
face?”
In 2015 we asked 5000 B2B and B2C marketers a big
question:
Q

7. Awareness Evaluation Purchase Usage RePurchase Advocacy
90% of the Customer Buying Journey
Now Crosses 5 Channels
Source: Google (2015)

8. of
consumers know
what product
they plan to buy
before ever
entering a store.
Bazaarvoice: "Social Trends Report” (2013)

9. of the B2B purchase decision-
making process is complete . . .
Source: The Digital Evolution in B2B Marketing - CEB and Google (2013)
before the buyer contacts a supplier.

11. 1
Consumers have
become Expert
Researchers

12. of US
consumers
research
online before
buying.
Source: UPS, comScore, & The e-tailing Group
“Pulse of the Online Shopper" 2014

13. Source: Google – “Zero Moment of Truth”, 2012
The average
consumer
consults 10.2
sources of
information
before making a
purchase.
{In 2010, it was 5.3}

14. Brand websites are the second-most-
trusted advertising format, behind
recommendations from friends and
family.
Source: Nielsen – “Global Trust in Advertising” (2015)

15. 2
Today’s Consumer is
Mobile First and
Connected 24/7

16. Smartphones are the leading mobile
device used for product research.

17. The Smartphone is the Most “Personal” Device
For Consumers, it is the First Screen.
Source: Swrve Company, 2015

18. of
smartphone users
say they use
search to find
local businesses.
Source: Google Consumer Barometer Survey 2014/2015

19. of people
who use a mobile
device for
research go on to
make a purchase.
Source: Google/Nielsen, "Mobile Path to Purchase" study,
November 2013, United States

20. Source: Ipsos Observer
of US
mobile device users
prefer Mobile Push
notifications for:
 Appointment Reminders
 Account Transactions
 Special Offers
 Upcoming Sales
 Order Updates

21. 66% of smartphone users turn to their smartphones
to learn more about something they saw in a TV commercial.
Source: Google (2015)

22. 3
Social Media is
Changing how
Consumers Learn

23. Social Media is Influencing Purchase Decisions
of
consumersuse
socialmedia
networksfor
product
recommendations.
Source: Mintel, American Lifestyles (2015)

24. Social Media is Amplifying Voice of Customer

25. Social Media is Transforming Customer Service
50% of Consumers Prefer Social Media
to the Telephone for Customer Service
Source: Amdocs (2014)
Tactic: Social Listening (Using Social Studio from Salesforce Marketing Cloud)

26. The “Effortless” Customer Service Experience
Source: CEB Analysis 2013 – The Corporate Executive Board

27. 4
Consumers View
Email as a Hard-
Wired Connection

28. Email is #1
of US
internet users
are email
subscribers.
Source: eMarketer, February 2015

29. of US
adults have
made purchases
after receiving
an offer via
email.
Source: MarketingSherpa, January 2015

31. 1
Engage When the
Consumer Shows
Interest or Intent

32. Customers Expect Relevant 1:1 Experiences at
Every Point of Engagement and Interaction
Connected
Customers
Connected
Brands
Web Store CommunityEmailSocialMobileProduct
Connected
Experiences Stadium

34. Volvo CE Multi-Channel Marketing Strategy
Monthly Email
Newsletter
Bi-Monthly
Remarketing
Email
Volvoce.com
Volvo Construction Dealers
Trade Shows
Twitter Facebook YouTube

35. SEO+Social Drive Site Traffic
SEO
Social

36. Volvo CE Lead Management Workflow
Salesforce Marketing Cloud integration with
CRM system enables Volvo sales reps to track
leads, manage opportunities
Lead report sent via
Salesforce Marketing Cloud
to Volvo sales rep
Personalized “Thank You”
email sent via Salesforce
Marketing Cloud to customer
Data
Cleansing
Lead Scoring
Data Integration in CRM

37. Volvo Construction Equipment’s digital
marketing solution helps dealers to sell
$100 million dollars worth of new and
used equipment each year.

38. 2
Use Data to Deliver
Content that is
Relevant and Helpful

39. Personalized Content Drives Higher Conversion
Email
Mobile
Online
Personalization can deliver
5-8 times the ROI on
marketing spend, and can
increase sales by 10% or
more.
Source: McKinsey & Company (2015)

40. Data is the
“Digital Fuel”
for Delivering a
Relevant 1:1
Customer
Experience
Customer Insight is comprised of
Explicit (Reported) Data + Implicit (Observed) Data
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Point of Sale
Demographic
 Email Address
 Physical Address
 Gender
 Age
 Product Needs & Interests
Customer Insight
Psychographic
Behavioral
 Buyer Persona
 Brand Affinity Persona
 Social Media Persona
 Media/Messaging Opt-in
 Purchase Transactions
 Service Claims / Cases
 Event Attendance
 Campaign Response
 NPV; CLTV

42. Room & Board Delivers a Personalized Shopping
Experience -- Online and Offline
 Delivers personalized product
recommendations via Email and the
Room and Board website
 Direct conversion from customers who
engage with predictive content is 150%
higher than the site average
Kimberly Ruthenbeck
Director of Web Customer Experience
“Our goal is to present the customer
with content that is relevant, not
invasive.”

43. 3
Automate Customer
Journeys to Deliver a
Great Experience

44. Awareness Evaluation Purchase Usage RePurchase Advocacy
Personalizing Customer Journeys
Optimizes the Customer Experience

45. Optimizing Customer Journeys
Improves Revenue, Referral & Retention
Customer
satisfaction
Revenue
growth
Willingness to
recommend
Less likely to
cancel/churn
*Transforming Customer Experience: From Moments to Journeys, 2013

47. Customer Experience
will soon overtake
Price and Product as
the Key Brand
Differentiator.
The Experience Economy

48. New Customer
Onboarding
Customer Service
& Support
Product
Purchase
Product
Research & Evaluation
Remarketing
& Cross-Selling
Customer Journeys Span
All Stages of the
Customer Life Cycle
Repurchase
& Renewal

50. 1:1 Clienteling Automated Clienteling
MARKETING
• Campaign & Audience Management
• Consumer Journeys
• Display Advertisement
• Social Studio (Listen/Engage/Publish)
• Analytics (Web and In App Mobile)
• PredictiveIntelligence & Personalisation
• Production & Content Management
CONSUMER
APPLICATION (Web and Mobile App)
• eCommerce Integration
• POS & IOT Integration
• Consumer Engagement Apps
• Pixel Perfect Design
Master Data
• Consumer Master Data
• Vendor Master Data
• Product and Location
Sales
• Consumer Orders
Consumer Service
• Live & Video Chat
• SOS Button
B2B & Employee Application(Web & Mobile)
• Purchase Orders
• Store Orders
Community
• Vendor Community
• Employee Community
• Consumer Community
Loyalty Execution Instore IS
InStore
Store Services Consumer Services
Product Ratings
Next Best Offer
Live Video Chat
Community
EmployeeServices,Store
Operations
SustainabilityClick & Collect
Mobile Payments
Pick-UpOrders
Return Services
Kiosk
Product Rentals Catalogue
Newsletter
Social Consumer Services
Product Information Social ServicesPOS Coupons
TailoredPromotions,
ProductPlacements
Benefits,Compensation,
Education
Product Recommendations
Consumer Care
Telephony Social
Surveys Chat
Social Media Integration
SEO/SEM
Social Commerce
Content ManagementActive Audiences
Predictive Selling
Social Push
Social Advertisement
Lookalikes
Digital Channel Services
AdWord Management
Search
Merchandising
Online Shop Services
Assortment Planning
Promotion Planning
Forecasting
Surveys/Audit
Prediction Planning
In Store Operations
Workforce Management
Employee Onboarding
Store Inventory Management
Scheduling
Store Analytics
Store Digitalization
Collaboration
Employee Apps
IoT Services
Automated Services
Automated Replenishments
Recognition
Gamifictation
HR & Employee Services
Recruiting Onboarding Employee Helpdesk
Training Performance Management
Employee Motivation
Media Management
B2B Services
Vendor Onboarding
B2B2C eCommerce
Trade Promotions
Contract Management
Process Payments and Orders
Integration WebServices/
REST API
ANALYTICS
• SmartDataServices
•DataSciences
BatchAPI
Integration WebServices/REST API
REST API
Order Management Services
OMS
Stock/Virtual Stock
PIM
Subscription Management
Product Catalogue
Mobile Coupons
Payment Options Wish list/Friends List
Return Management
One Click Shopping Geo Location
Email
Mobile Push
SMS / MMS
Web Analytics
Diagnostics
Geo location/Beacon
One Touch Orders
Robot Clientelling
Cross-Sell Engine
Create and manage orders
ConsumerServiceEngagement
Partner Ecosystem/Integrated
Operations
Promotions,TailoredCoupons,
Consumer,Information,Mobile
Push
Supply Chain Services
B2B Integration - EDI
Tracking Services
Warehouse Management
SCM Insights/Dashboards
Logistics/Delivery
In-Store Tailored Promotions,
Product Placements
Consumer Engagements
Recommendation
Order Processing, Stock Management, Promotions, Shipments
PLATFORM
•IntegrationServices
•B2B&EmployeeApplication(Web&MobileApp)
•IdentifyManagement
•AuthenticationandAuthorization
•Mobile
•BigDataObjects
•DataManagementTools
•DataModelingTools
Finance
IoT
•Business Rules&Orchestration
•Real-TimeEventProcessing
•RichContextualDataatRest
HOW TO BUILD A SINGLE VIEW OF A CUSTOMER
Knowledgbase

51. Marketing Cloud: The Extensible Platform
Unify Data
Build a single view of your customers, integrate
data from any source, and make it actionable
Personalize Journeys
Trigger timely, unique, and meaningful messages,
based on real-time customer behavior
Engage Cross-Channel
Deliver relevant content on email, mobile,
social, ads, and the web
Analyze Everything
Measure the impact of your business
and optimize every interaction
Create 1-to-1 customer journeys

52. Marketing Technology Landscape

53. Driving Partner Success since 2006
2010 2013201220112009200820072006 2014 2015
APPSONTHEAPPEXCHANGE
1M Installs 3M+ Installs
1B+ Partner
RevenueIPO

55. thank y u
Rupen Shah
ISV Alliances & Strategy, Salesforce Marketing Cloud
rupen.shah@salesforce.com