marketing cloud - partner office hour (october 27, 2015)
TRANSCRIPT
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Competitive Landscape Salesforce Marketing Cloud: Partner Enablement
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The Marketing Technology Landscape Is Messy
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CRM System CRM system not required Likely a Sales Cloud user
Core Functionality Journey management, email marketing, mobile marketing, social media marketing, display advertising, and web personalization B2B marketing automation, lead scoring, and lead nurturing
Example Use Cases Promotional Messages Transactional Messages Event Marketing
Mobile Messaging (SMS & Push) Cross-Channel Journeys Social Listening & Publishing
Landing Pages & Forms Email Drip Campaigns Search Campaigns
Prospect Activity Tracking Auto Lead Assignment Webinar Promotion
Top Competitors Oracle Marketing Cloud, Adobe Marketing Cloud Marketo, Hubspot
Differentiating Marketing Cloud and Pardot
The B2B marketing automation solution for Salesforce customers
The digital marketing platform for 1:1 customer journeys across email, mobile, social, advertising, and the web
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Journey Builder Email Mobile Web Social Studio Predictive
Intelligence Social.com
Marketo Mailchimp Twilio Instapage SocialOomph Monetate Adaptly
Sailthru Emma Iris Mobile Unbounce Hootsuite RichRelevance Social Moov
Adobe Campaign Yesmail Vibes Clickthroo Sprout Social Oracle Real
Time Decisions Nanigans
IBM Unica IBM Silverpop Urban Airship Livepages Sysomos SAS Predictive Analytics Kenshoo
Oracle Responsys
Experian CheetahMail mobileStorm Ion Interactive Sprinklr IBM Predictive
Analytics Marin
Software
We Compete Across A Long List Of Competitors These are just a few…
$ $ $
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Journey Platform
Connected experiences, custom apps & activities
Predictive Intelligence
Make every experience 1:1
SI & ISV Ecosystem
Enable customer success
Scalability & Infrastructure Scale & deliver
campaigns reliably
Unified Social Capabilities Listen. Publish.
Engage. Care. Ads.
Customer Successes
The Key To Winning Marketing Cloud Opportunities Competitive Differentiators
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Flexible APIs for developers Create custom activities Leverage data from any source Metadata driven Salesforce integration
Connect Every Experience And Touch Point
Journey Platform
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“At Sony Playstation, we are
committed to creating and optimizing 1:1 customer journeys across all channels and devices.”
Numerous Journey Builder interactions working to drive PlayStation Plus subscriptions and onboarding
Started with email to engage millions of PlayStation Network gamers
Next phase is to launch in-game/console messaging leveraging 100-150M daily events
Sony Scales 1:1 Personalization
Sabine Vanin, CRM Manager, Sony Playstation
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Seamless UI Fast implementation Put marketers in control Optimize for maximum marketing impact
Make Every Interaction Deliver An Impact
Predictive Intelligence
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Room & Board Helps Customers Design the Ideal Home with Predictive Intelligence
“Making the right offer to an engaged customer at the optimal time is every retailer’s sweet spot. That’s when we see the most conversions, and that’s what Salesforce Marketing Cloud helps us achieve.” Kimberly Ruthenbeck, Director of Web Customer Experience, Room & Board
Bridged the gap between online and offline data to optimize Predictive Intelligence algorithms
Incorporates online reviews, in-store sales, and more to deliver highly accurate recommendations
Targets notifications using geographic segmentation
“Complete the room” email journey used to drive repeat purchases within the first two months of purchase
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Scale and Deliver the Journey Reliably
99.9%+ Up Time Enterprise reply mail management Distributed marketing for localization Burst sending for millions of sends in minutes
Scalability & Infrastructure
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Microsoft Drives Engagement Across Channels Over 7,000 interactions in Journey Builder to drive usage and customer lifetime value Delivering across 33 languages and reaching 241 countries Running cross-channel journeys: email, Web, in-app, display ads, and customer support
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SI and ISV Ecosystem Ensure Success & Innovation
Online, engaged community of partners Highly responsive to customer needs Full and comprehensive service capabilities Added innovation from network of ISVs
SI & ISV Ecosystem
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Needed to personalize and automate connecting with subscribers based on their lifecycle stage
Created an email lifecycle campaign with Salesforce Marketing Cloud email and Windsor Circle retention automation framework
Lifecycle campaign drove highest recorded eCommerce revenue for Spangler
Spangler Candy Drives Record Sales with Salesforce & Windsor Circle
“Our first email campaign using the Windsor Circle app through Salesforce Marketing Cloud’s HubExchange resulted in the highest day of online sales for Spangler since our start in eCommerce 15 years ago.” Jim Knight, VP Marketing & eCommerce, Spangler Candy
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Break Down Barriers Between Social and Business
Publish & engage across social channels Identity-based social advertising Listen for opportunities Provide customer support on social channels
Unified Social Capabilities
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McDonald’s Drives Local Customer Connections on Social 54 million Facebook fans, 2.6 million Twitter followers
Rolled out Facebook pages to all 14,500 restaurants (one of the biggest brand deployments on Facebook)
Marketers can share content, engage the community, and address customer satisfaction issues
Moving to supplement organic social campaigns with paid campaigns at the local level
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A Differentiated Marketing Cloud Fully Connected to the Customer Success Platform
Journey Platform
SI & ISV Ecosystem
Scalability & Infrastructure
Predictive Intelligence
Unified Social Capabilities
Complete CRM Marketing Cloud Differentiators
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Which Competitors Are Most Prevalent?
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In Our Deals We Most Often Encounter Oracle and Adobe
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“The Full Customer Experience” Oracle’s Marketing Cloud Story
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Oracle Talks About An End-to-End Solution Connecting every point of the customer experience
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And A Comprehensive Marketing Cloud That works as a component of the overall customer experience
Data Management (BlueKai + Datalogix)
Social Marketing (Oracle Social)
B2B Cross Channel Marketing (Oracle Eloqua)
B2C Cross Channel Marketing
(Oracle Responsys)
Content Marketing (Oracle Content Marketing)
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The Reality is That Each Product is Floating Out on its Own
• Disparate data models
• Limited out-of-the-box integrations
• Separate upgrade paths
• Focus on integration, not innovation
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How Oracle Competes with Us The three things they will tell customers
Salesforce uses Eloqua
Journey Builder isn’t
real
Salesforce doesn’t have
a DMP
Not for long! Show how to use it.
Identity-Based Marketing
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Differentiating Against Oracle
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Key Plays To Use Against Oracle Marketing Cloud
Complete Platform Extensibility
Embedded Predictive Intelligence
Comprehensive & Diligent Services
Robust Sales & Service Integration
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Highest scores in both customer satisfaction and market presence Show our G2 Crowd Grid Leadership
*Experian CheetahMail did not receive enough reviews to be considered (fewer than 10) Adobe Campaign and IBM Silverpop were both considered in the Marketing Automation category
G2 Crowd Grids are based off user reviews
88% ranked Marketing Cloud 4 or 5 stars
91% believe we’re headed in the right direction
“Marketing Cloud’s customer first approach means I always look like a digital marketing rockstar to my boss. Their suite of products means I only need one solution for reaching my top digital channels including email, social, mobile and landing pages.”
Caleb W. Director of Internet Marketing
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Declining in customer satisfaction and market presence since 2014 Oracle Responsys Nearly Falls into Contenders
13 point drop in customer satisfaction scores
13 point decrease in G2 Score
1 point decline in market presence
“The UI is the most unintuitive platform I’ve ever worked in. There is little to no information on how to use the product without paying for additional training. The help files are useless. I’ve had 3 account reps in a year; one was helpful, the other 2 contributed very little.”
G2 Crowd Reviewer, Email Marketing Manager
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“Digital Content Is King” Adobe’s Marketing Cloud Story
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Adobe Marketing Cloud Marketecture 8 Solutions with 7 Core Services Shared Across the Stack
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Comparing Adobe and Salesforce Portfolios Digital Marketing Productivity Tools vs. Unifying The Customer Experience
= Adobe Marketing Cloud Point Solution
Sales
Service
Community
Apps
Analytics
Marketing
Creative Cloud
Document Cloud
Social
Campaign
Target
Audience Manager
Media Optimizer
Analytics
Experience Manager
Primetime
Unified Customer Experience
Digital Marketing Productivity Tools
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How Adobe Competes with Us The three things they will tell customers
Salesforce is incomplete
for marketers
We rank highest in
analyst evaluations
Leverage your existing
Adobe investment
ISV & SI ecosystem, open API.
Comparing apples and oranges.
Transform your business with Salesforce.
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Differentiating Against Adobe
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The Key Plays To Use Against Adobe Marketing Cloud
Cloud Platform Predictive
Intelligence Declarative
Configurability Sales & Service
Integration
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Adobe Campaign Not All That Cloudy
Legacy Neolane Product
Current Version 6.1
Requires Thick Client
Typically deployed on-premises
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So Adobe Decides To Make A New Product Introducing Adobe Campaign Standard
Cloud
Responsive UI
Email Only
No migration path
Overlaps with Campaign v6
What will Adobe invest in going forward?
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What about the rest of the Market? How we make sense of the landscape
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Ø Traditional Enterprise Competitors are moving down into mid-market
Ø Niche Competitors are already found in mid-market
Ø Competitors trying to commoditize the market
How is the Marketing Landscape Changing? Competitors are constantly evolving their strategies
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Thank you