how the best marketers use salesforce data
TRANSCRIPT
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How Marketers Use Salesforce
Designing Data-Driven Customer Experiences
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Today’s Presenters:
Mark Townsend
Marketo Practice LeadBluewolf, an IBM Company
Adrienne Whitten
Director, Segment MarketingMarketo
Shari Hazlett
Product Marketing Lead, Marketing ServicesBluewolf, an IBM Company
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Agenda
Intro
Section 1: Why Data Is Essential for Customer Engagement
Section 2: How Marketers Can Use Salesforce for Data-Driven Customer Engagement
Case Study: James Hardie
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Intro
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Why Data Is Essential for Customer Engagement
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WE LIVE IN
Transformative Times
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We Need to Transform
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Move Towards a Focus on Revenue Impact
Revenue impact will be the top most measured marketing metric by 2020
Marketing Maturity
Impressions
Clicks
Outcomes
Revenue
Lifetime Value
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Your Customers Have Changed
Informed Audiences
Growing Expectations
Offer OverloadUp to 90% of a
Buyer’s Journey today is
self-directed.
64% say customer
experience is more important
than price.
Consumers see over 2900 marketing
messages a day.
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Searches for Information
Visits Your Website to Research
Views Demo Engages with Marketing
Asks for Pricing
Consults Expert Blogs
The Customer Experience Disconnect
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The New Customer Experience
360o Customer View
Personalized Communications
Real-time Automation
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Less than half of marketers feel prepared for a data-driven marketing future.
B2B Marketing and Marketscan April 2015
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How Marketers Can Use Salesforce for Data-Driven Customer Engagement
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74%Marketers who don’t believe their data is a competitive asset*
*2016-2017 The State of Salesforce Report
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Digital Marketing Transformation Curve
Tactical Automated Predictive Cognitive
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What Do Marketers Need From Their Data? ?
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Alignmentwith SalesFor Pipeline Velocity
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Relevancy
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PersonalizedCustomer Moments
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How Do Marketers Design Programs That Scale? ?
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Integratewith Salesforce
34%Marketers who use Salesforce for reporting or lead routing only
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Get Beyond Vanity Metrics
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Move at the Speed of Your Customer
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Case Study: James Hardie
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Next Generation Digital Engagement
James Hardie
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Customer Retention
Challenges
Increase Market Share
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Lead Acquisition: Ambassador Program
Multi-touch Campaigns
Website Redesign
Integrate Marketo & Salesforce
Turn Partners into Advocates
Solution
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Trade Professionals
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Homeowners
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+270%Increase in form conversions
85%Net new prospects
35K +70%Increase in CTR
Content downloads
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Lessons Learned
1. Know Your Customer
2. Customer Journeys Are Not One-Size-Fits-All
3. Digital Transformation is More Than Just Technology: It’s People and Process
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The State of Salesforce Digital Experience
bluewolf.com/sosf
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Q&A
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Thank You