the collaborative future of leadership and technology

The Collaborative Future of Technology and LeadershipKyle Lacy

Director, Global Content & Research

Salesforce Marketing Cloud

Jason Miller

Senior Director, Global Content Marketing

LinkedIn

Safe Harbor

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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.

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Kyle LacyDirector, Global Content & Research

Salesforce Marketing Cloud

Jason MillerSenior Content Marketing Manager

LinkedIn Marketing Solutions

985 Senior Marketers

510B2B

475B2C

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1. The Customer Journey Takeover

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2. Moving from Information to Insights

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It starts with data and ends with the experience.

@kyleplacy

17% have fully integrated customer dataacross the organization

97% are successfully creating a cohesive customer journey

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We must move from numbers keeping score to numbers that drive better action.

David Walmsley, Head of Multichannel, Marks & Spencer

@kyleplacy

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3. All Businesses are Mobile Businesses—Or At Least They Should Be.

Mobile Penetration Rate (Total Population)

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Smartphone massive growth potential with only 30% of total market.Mary Meeker’s 2014 Internet Trends Report

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50% of B2B marketing leaders don’t plan on using mobile in their strategy

@kyleplacy

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100% of marketers who rated mobile app technology as important also rated it as either very effective or effective within their marketing strategy.

@kyleplacy

Mobile is Accelerating Content Consumption

9pm6pm3pm12pm9am6am

70% of clicks from Sponsored Updates will come from mobile.

Most important, make sure your landing page is mobile responsive—otherwise you are wasting leads

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demo, video, Q&A, etc. 4. Focus on the Customer. Period.

Click the center icon >>>>>and browse for the image you want to insert.IF IMAGE INSERTS IN FRONT OF FOOTER,Right click on the image andSelect Arrange/Send to Back

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demo, video, Q&A, etc. Moving from push to personalize.

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5. Collaborating, Enabling and Preparing the Future

Percent of Marketers Rating Cross-Functional Relationships as Absolutely Critical/Very Important

86%

Head ofSales

CEOHead ofProduct

COO CFO

78% 70% 67% 56% 37%

CIO

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6. The Team of the Future

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The four unique band members work together to deliver an amazing product.

Lays Groundwork

Fuels Content Fuels Demand Gen

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They consistently deliver content that their fans want to consume and share.

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Their PR efforts guide their vision as the hottest band in the world.

They deliver amazing experiences on tour

(Event Marketing)

#INBOUND14

They built a thriving community.

“People want a thrill, people want a spectacle and people love

to be entertained.”

B2B Recommendations

• Map the customer journey. Of the 510 senior-level marketers surveyed, 37% had adopted the term customer journey into their overall business strategy, compared to 42% of B2C senior-level marketers.  

• Prioritize mobile strategy. There are already billions of smartphones in the world, but more importantly, those smartphones are creating hundreds of trillions of data points by the second. B2B marketers currently aren’t adopting mobile marketing strategies at a high rate (61% don’t plan to use SMS or location-based tracking for marketing, and 53% don’t plan to use push notifications).

• Test new tools. Marketing automation, videos, content marketing, guided selling, and landing pages are the most effective channels and strategies that B2B marketers can leverage.

B2C Recommendations

• Maintain a customer journey focus. B2C companies are on the right path when it comes to the customer journey; more B2C companies than B2B are using the term “customer journey,” and their definitions of the customer journey included customer-centric concepts like path, experience, and customer.

• Rely on SEO/SEM, content marketing, and email as the workhorses of B2C. These three channels ranked most effective for B2C marketing leaders among all digital channels.

• Close the data integration gap. Sixty-five percent of B2C marketing leaders say they have only partially integrated customer data across the organization (between sales, ops, customer service, marketing, and so on).

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