1. Marketing to the Power of ONE! How Smart Brands Use the Salesforce Marketing Cloud to Deliver a Personalized Customer Experience
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook
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2. Safe Harbor
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3. By 2019, CMOs predict:
Digital marketing will account for more than 75% of the marketing budget.
Campaigns will unfold in real time, depending on the individual needs and intentsof each customer across every device and channel.
Source: Accenture Interactive -2014 CMO Insights
4. “Gartner predicts that, by 2017, the CMO will have a larger IT budget than the CIO”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014
7. First Visit
Hand-Raise
PurchaseBuying CycleSales Cycle
•Online Research
•Exploring Brands and Products
•Narrowing of Options
•Making the decision
•Justifying Decision
•Ordering
The Buying Process has Changed! Online Research
“Before ever entering a store, 62% of shoppers already know what they want to buy through prior online research.”
Bazaarvoice: "Social Trends Report 2013"
8. 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}
9. of all shoppers use the Internet to research and purchase products and services
Source: Cisco Internet Business Solutions Group
"Catch and Keep Digital Shoppers" 2013
10. of US mobile phone users are smartphone owners.
Source: comScore MobileLens, October 2014want self- service access to digital content in store.
Source: Cisco Internet Business Solutions Group study: "Catch and Keep Digital Shoppers“ January 2013
11. of consumers rely on social networks to guide their purchase decision.
Source: SproutSocial, 2014
12. of consumers trust the opinions and reviews posted online by other consumers.
Source: Nielsen: “Global Trust in Advertising and Brand Messages” –September 2013
13. of US consumers are email subscribers.
Source: Salesforce Marketing Cloud
14. prefer email for promotional communications. prefer email for service communications.
Source: Salesforce Marketing Cloud
15. By 2018, 58% of the US population will access the Internet via a connected TV. Source: eMarketer, June 2014
18. The Customer Life CycleBusiness GettingBusiness Keeping
Brands Must Deliver Relevant Offers, Invitations and Service throughout the Entire Customer Life Cycle
19. Innovative Brands Guide the Customer through their Shopping, Buying and Usage ExperiencesAwarenessEvaluationPurchaseUsageRePurchaseAdvocacy
20. 78% of consumers are more likely to be a repeat customer if a brand provides them personalized offers.
Source: Infosys
The Good News
21. 54% of consumers would consider ending their relationshipwith a brand if they are not given tailor-made, relevant content & offers.
Source: CMO Council
The Bad News
22. +
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
Warranty
Product Needs,
Interests, Preferences
Campaign
Response History
Analytics and
Engagement Score
Product /Service
Purchase History
Customer
Demographics
Email Address
Physical Address
Customer Data
Event Attendance
HistoryData is The Money Ball of 1:1 Marketing
Explicit Data (Reported) + Implicit Data (Observed)
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23. “Data-driven companies are 5% more productive and 6% more profitable”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014
24. Brands Must Have a Multi-Channel Strategy for Observing, Acquiring and Storing Customer Behavioral Data
Melissa SmithEmail: msmith@gmail.com
Age 32Twitter: @MelissaSmith01
Chicago, IL Facebook Friend & Email Subscriber
25. Twitter Interaction Triggered by Published Content
Email Signup via Facebook
Welcome Email / Request for Needs & Interests
Site Browsing & Guided Exposure to Content
Email 1 Triggering Mobile App Download
Email 2 & Invitation for Mobile Push Sign upProgressive Profiling Enables Brands to Learnabout the Customer’s Interests and Predictwhat Offers, Information and Service are Relevant and Timely
Progressive Profiling
Twitter: @MelissaSmith01
Melissa Smith
Postal Address
Email: MSmith@gmail.com
Preferred Retailer
Birth year
Mobile Phone Number
Personal Profile Data
Browsing Behavior
Product Interests
Promotion Participation
Mobile App Downloaded
Product Purchase History
Requested Push Notifications
Customer Service History
26. When customer data is used to predict and deliver relevant content, Conversion Rates increase dramatically!
6.32% in months 10-12
9.60%in months 13-18
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud Benchmark Report
28. Source: McKinsey & Company
The buyer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
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The buyer adds or subtracts brands as he evaluates what he wants.
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Ultimately, the buyer selects a brand at the moment of purchase.
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After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.
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The Customer Decision Journey
29. Source: McKinsey & Company, 2013
Customer Journeys span all stages of the Customer Experience, from buyingthe product to actually usingit
30. Increases revenue by up to 15%
Improves customer satisfaction 20%
Lowers the cost to serve by up to 20%
Source: McKinsey & Company, 2013
Automating and Optimizing Customer Journeys Produces Impressive Results
35. Trunk Club runs its personalized clothing service business entirely on Salesforce and the Salesforce Marketing Cloud platform
Employee mobile app gives stylists insight into member’s dressing style, brand preferences, and sizes
Integrated sales, service & marketing provides unified view of the customer; Enables fast, personalized member service
Mobile Apps Keep Trunk Club Customers & Employees Connected
“We’re using technology that enables rich one-to-one relationships. Our entire company is built around making every interaction feel human.”
Member App
Stylist App
-Brian Spaly, CEO
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39. Volvo Construction Equipment manufactures and sells heavy construction equipment for use in multiple industries. Products and services are offered through proprietary or independent dealerships. The Company
42. When a Visitor Clicks the Volvo
Newsletter Sign-up Link, it Triggers
Opt-in Form
43. Volvo’s monthly eNewsletteris used to nurture leads and deliver industry-specificnews, promotions and product information
November 2014 Issue - Road Construction Edition
45. 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
46. Volvo CE is Very Effective in Leveraging Social Media
47. Benefits:
Enables Volvo to deliver ads to Facebook members who fit the profile of the desired customer
Generates leads, Attracts new email subscribers, Drives downloads of the Volvo CE Insider app
Reduces costs per lead by 30%. Volvo CE Uses Facebook Custom Audiences
48. Facebook Custom Audience
Location –Living In
Canada
United States
Age
23 and older
Interests
Construction equipment brands competitive to Volvo Construction Equipment
Results
279,746+ Impressions
9,485 Clicks
27 Direct Sales Qualified Leads
$2,065.71 Cost ($76.50 / SQL) Volvo Uses Facebook Ads to Drive Leads
49. Volvo Construction Equipment’s digital
marketing solution helps dealers to sell
$100 million dollars worth of new and
used equipment each year.
51. Sony Delivers a Personalized Experience for PS4 Game Players
Launched PS4 & player community to enable Sony and PS4 players to stay connected
Sony has completevisibility into the PS4 player’s journeys from novice to advanced
Delivers engaging, relevant content across email, mobile, social and in-game experience
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53. Sony’s Back on Top!
Sony has overtaken Nintendo in console sales for the first time in eight years, following the successful launch of the Playstation4 (PS4) in November 2013.
Sony sold a total of 18.7 million consoles in the last financial year, which ended in March 2014, compared to Nintendo's 16.3 million.
56. The 1to1 Marketing ParadigmUnderstand the needs and expectations of individual customers and use that insight to personalize and optimize every interaction across online and offline channels.
57. The 1to1 Marketing ParadigmUnderstand the needs and expectationsof individual customers and use that insight to personalize and optimize every interaction across online and offline channels.
58. The 1to1 Marketing ParadigmUnderstand the needs and expectations of individual customers and use that insight to personalize and optimizeevery interaction across online and offline channels.
59. The 1to1 Marketing ParadigmUnderstand the needs and expectations of individual customers and use that insight to personalize and optimize every interaction across online and offline channels.
60. Joel BookPrincipal, Marketing InsightsSalesforce Marketing Cloudjbook@ExactTarget.com @JoelBookThanks! www.linkedin.com/in/joelbook/