Salesforce in Pill(olè)Marketing CloudMilano 16-01-18

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Welcome

Andrea Buffoni, Senior Account Executive

Paolo Zagaria, Senior Account Executive

Arianna Galante, Project Director, Success Cloud

Matteo Bordoni, Senior Solution Engineer

Agenda

Salesforce Partnership

Updates

Customer Journeys

Hotels.comDemo

Work hardPlay hard

Salesforce Highlights

Salesforce Core Values

TrustCommunicate openly and deliver the highest level of service

InnovationConsistently deliver new technology that empowers Trailblazers to innovate

GrowthFocus on customer success to drive mutual growth

EqualityRespect and value a diversity of people

Fourth Industrial RevolutionIntelligence is transforming the customer experience

1700s 1800s 1900s Today

1st Industrial Revolution

Steam

2nd Industrial Revolution

Electricity

3rd Industrial Revolution

Computing

4th Industrial Revolution

Intelligence

Trailblazers are Leading a Marketing Revolution

IntelligentMarketing

Word of Mouth Marketing

DigitalMarketingMass

Marketing

By 2020

10 devices per person

7B digital assistants

Technology is Redefining Consumer Expectations

The Customer Experience Gap

Your

CompanyYour

Customer

Source: "State of the Connected Customer," Salesforce Research, October 2016

of consumers will switch brands if a company doesn’t personalize communications to them52%

Siloed Data

Siloed Channels

Siloed Departments

M̀arketing Technologies are Highly Fragmented

By Scott Brinker @chiefmartec

2011

~5,000 Logos

2017

~150 Logos

How do you meet the expectations of the empowered consumer?

Customer Success Platformfor the Fourth Industrial Revolution

#1B2C & B2B Platform

MARKETINGDeliver personalized consumer

engagement at scale

SERVICEDrive service transformations

SALESTransform sales from lead to cash to loyalty

COMMERCEIntelligent, unified shopper

experiences across any channel

INDUSTRIESWorld’s #1 CRM reimagined for your industry

COMMUNITIESCustomer, partner, and employee experiences

COLLABORATIONQuip team collaboration platform

World’s #1 Marketing PlatformDeliver personalized consumer engagement at scale

Journey Builder

Data Studio

Verity CrushDirector Global CRM, Hotels.com

DMP

Email Studio

Mobile Studio

Advertising Studio

Social Studio

Interaction Studio

v

The Trailblazer Path to Intelligent Marketing

Personalize everywhere with

artificial intelligence

Engageacross the entire

consumer journey

Knoweverything about your consumer

Know Your Consumer

ContactsFlexible meta-data model for storing all your marketing data

Commerce, Sales and Service DataSynchronization of marketing data with the rest of Salesforce

DMP, 2nd and 3rd Party DataComplete solution for capturing and activating online data

Collect and analyze all data to really know your consumer

12B Salesforce recordssyncing every day

of consumer data43PB

Cross-TouchpointsIntegrate email, mobile, social and advertising

Cross-ChannelsConnect Marketing, Sales, Service and Commerce

From Awareness to AdvocacyOptimize the experience across the consumer lifecycle

Engage Across the Entire JourneyConnect every touchpoint throughout the consumer lifecycle

Personalize Everywhere with EinsteinLeverage Einstein AI to drive smarter, more targeted and timely interactions

Discover New Audiences

Predict Behavior

Make Targeted Recommendations

Optimize the Funnel

Einstein Recommendations

Deliver the next best product, content or offer for each individual, automatically

Einstein Engagement Scoring

Build actionable lists of customers based on likelihood to engage

Einstein Segmentation

Discover behavioral patterns and personas to reach new segments

Einstein Journey Insights

Track the customer journey and discover the optimal path to conversion

Einstein Social Insights

Discover images and scenes, capture sentimentand perform workflow on social content

Customer Journeys

Customers expect relevance• recognition• simplicity• choice• experience

“Increasingly powerful customers enjoy the freedom to take whatever journey suits their need.” ~ Forrester Research

Journeys Put Customers in Control

Product

Mktg.

App

Online

Events

Sales

Retail

Care

Source: Salesforce, 2016 State of Marketing Report

Journeys Drive Positive ResultsHigh-performing marketers strongly agree or agree that a customer journey strategy has positively impacted:

65%

67%

70%

70%

73%

Customer churn rates

Customer satisfaction scores

Revenue growth

Customers' willingness to recommend products/services

Customer engagement

How do you shiftfrom messagesto journeys andconversations?

Journey Builder: the Platform for 1 to 1 JourneysListen Connect Automate Analyze

Listen for Customer Cues

Customer Data

Harness all of your customer data, from any data source, at the individual level to anticipate wants, needs, expectations and preferences.

Real-Time Events

Lead customers into journeys that best fit their behaviors and needs at a moment that matters.

Adaptable Journeys

Continually adjust customers’ paths based on their current and predicted behavior so that the journey adapts to their needs.

Connect the Entire Experience to Make it Seamless

Journey Maps

Plan and visualize your customer journeys.

Cross-Channel Messaging

Utilize Email, SMS, Push Notifications, Ads, Web, Apps, Cases, Opportunities to reach customers

All Areas of the Business

Create marketing, sales and service journeys to deliver seamless experiences.

Customer Retention: A Cross-Channel Journey in Action

Journey Goal: Decrease attrition by 15% this fiscal year.

Offer Reminder

DECISION SPLITResults good or

bad?

Delivery Date and Time >

Promised Date and Time

We’re sorry(No Offer)

EXIT

Immediate +1 Day

Late Delivery Survey:

Impact to Business

DECISION SPLIT

Delivery Delay < 8 hours

Delivery Delay > 8 hours

We’re sorry: Let us make it up to you.

(With Offer)

Immediate +1 Day

Late Delivery Survey:

Impact to Business

JOIN

+14 Days

Offer Reminder

Open Service Cloud Case

Automate to Move at the Speed of Your Customer

Journey Logic

Set and maintain engagement, decision, random splits and tests.

React and Anticipate

Adapt customer interactions based on behavior, automatically.

Scale

Deliver simple and complex, 1-to-1 journeys for every individual, no matter the size of your customer base.

Add the Predictive Power of Einstein to your Journeys

Discover - What your customers are likely to do next and why

Predict - The optimal audience, content and send-time for any message

Recommend - Products, content and offers that are unique to every customer

Automate - Decisions to offer personalized customer experiences across channels at massive scale Coming up:

Interaction StudioGoogle 360

Analyze to Deliver the Best Experience Possible

Goals

Set desired engagement outcomes for every interaction.

Measure

Continually evaluate engagement across channels and the entire customer experience.

Identify Gaps & Improvements

Pivot logic, activities and messages to meet customer needs and expectations.

For a Given Journey, the data shows:

- Date of Creation- What Version is currently

Active- Total Entries for that

Journey- Goal - if one is Set- Has Met Goal or not?

Via the Mobile App:

Easily see how all the Journeys are performing

Quick Summary on Stats for Each Journey

Navigate across the different States of Journeys

Check Journey Progress Anytime Anywhere

1

3

2

How Salesforce CustomersDrive Value through Journeys

Journeys in Action

OnboardingDeliver the Right Information from Day One

Loyalty & Engagement Retain your Most Active Customers

Re-Engagement Revitalize your Customer Relationships

Across the BusinessConnect Sales, Service and Marketing

Common Marketing Journeys

Journey templatesJan. 26 release

Any Journey is Possible

Service Journeys

HR or Employee Journeys

Sales Associate Journeys

Partner Journeys

Patient Journeys

Student Journeys

Experiences across the organization

Pizza Hut Drives That Important Second Purchase Goal was deliver revenue-generating 1:1 marketing after the first purchase

Transitioned from a “transactional” post-purchase campaign to a Welcome Journey

Program immediately delivered more than $3 million in revenue. With an additional $2 million 45 days after launch

“Salesforce Marketing Cloud enhances our ability to truly know our members and bring that journey to life.” Keith Dieruf, VP of Digital Marketing, Life Time

Life Time Fitness Realizes 154% ROI with Marketing Cloud

Operates over 118 facilities nationwide, sending more than 7 million emails per month

Increased open rates by 80% with personalized experiences for every member using Journey

Builder Leverages profile data to seamlessly communicate to members via email, SMS, and

Push

MLS increases fan engagement and Sales with Marketing CloudPersonalized content in emails resulted in a 234% increase in sales, 41% increase in open rates, and 169% increase in clicks

Segments fans by engagement, creating three buckets: inactive, active and avid

Uses mobile to capture email signups in-venue

Journey Builder automates welcome campaigns and sweepstakes signups

“With Marketing Cloud, we can now tailor messages down to each specific fan’s interest.”Charlie Sung Shin, Sr. Director of Fan Relationship Management, MLS

Sales Cloud

Service Cloud

Marketing Cloud

Community Cloud

Platform

Commerce Cloud

Adidas Runs Personalized Experiences from Awareness to Advocacy

Consolidate various solutions into a single service platformExpand service to consumer friendly channels of engagementInability of current solutions to provide self service and engagement capabilitiesDifficult to capture customer feedback and issues across every channel

Unified Commerce platform that provides personalized customer experience Enhanced customer experience during purchase and post purchase including multi-channel and self service supportCapture & effectively respond to voice of customer through social listening and engagement

Challenge Solution

1000Service advisors support 5 countries across the globe

Salesforce Partnership Updates

Interaction Studio

Experience PathsVisualize interactions in real-time

Complex DecisioningApply business rules to streams of incoming data

Intelligent OptimizationAutomatically determine next best interaction

Omnichannel OrchestrationTrigger actions via native integration to Salesforce

Connected consumer engagement across marketing, service, sales and more

Unifying the Consumer Experience with Interaction Studio and Journey Builder

Best Possible Outbound Journeys

Inbound Real-Time Interactions

Interaction Studio Product IntegrationIntegration Overview

● Interaction Studio can add consumers to a journeybased on their expressed interests through customer initiated interactions

● Real-time offer eligibility ‘last mile‘ final checks using complex decisioning in Interaction Studio

● Omnichannel saturation checks can be managed in Interaction Studio and accessed via Journey Builder

Interaction Studio Use Cases

Offer Eligibility and Saturation ChecksUse Interaction Studio for final checks of offers across all channels for ‘last mile’ offer rotation, ranking, blocking, and saturation checking across all channels in real-time.

PersonalizeEvery interaction, by capturing customer intent across all channels and devices, delivering the right next best action or offer with each new moment you have with a customer.

VisualizeThe ‘customer managed journeys’ across Lifecycle stages, the actual journeys your customers take across touchpoints, channels, and devices, to identify choke-points and bottlenecks. Use Journey Builder to optimize critical lifecycle stages for maximum conversion.

Journey OrchestrationOptimize what journeys a customer should be in by controlling for optimal frequency, relevancy, and consistency of messages and interactions.

Google Analytics Integration

Gain Understanding of Consumer BehaviorAnalyze across channels and understand trends

Deliver Relevant Experiences at ScaleUse Google Analytics audiences in Marketing Cloud

Leverage Turnkey IntegrationEnable data to flow between the two products

Connect interactions across the consumer experience

Audience Activation

Analytics 360 audiences available for messaging in

Marketing Cloud

Marketing Cloud data available in Analytics 360

for audience creation

Journey Performance Metrics

Analytics 360 Campaign data visible in the Marketing Cloud

UI

Sales funnel visualization

Sales Cloud data available in Analytics 360 for

attribution and smarter ad targeting

Salesforce + Google Analytics

Journey Performance Metrics

Turnkey integration allows tracking of email performance metrics and online interactions, aggregated at the journey level

Marketers have one dashboard for holistic view of customer engagement

Understand the customer journey across channels

Audience Activation

First time that audience segments created using all the rich data in Google Analytics can be used to take action outside of Google

Take customers on a 1-to-1, cross-channel journey based on their online behavior

Send targeted cross-channel messages to Google Analytics Audiences

Sales Funnel Visualization

Connect offline conversion data to website activity with seamless integration between Salesforce Sales Cloud and Google

Understand the relationship between digital marketing and direct sales

Send targeted ads based on Sales Cloud data

View and act on Salesforce data seamlessly in Google Analytics

Consumers Expect Seamless Engagement

Researches Online

Receives Email from Corporate

Phone Call from Advisor

Advisor Sends Relevant Follow Up

Grows Investment

Invest In Your Future Today

Fills Out a Form

Distributed Brands are Delivering Disjointed Engagement

Corporate Marketing

On-brand

Sophisticated

Impersonal

Personal

Disconnected

Off-brand

BrookeSmith@gmail.com

Drew Reed

Advisors, Owners, and Partners

Distributed Marketing from Salesforce

Enable Compliance with Corporate Brand StandardsCreate, then share branded journeys with email, mobile & ads

Empower Anyone to be a Digital MarketerNative tools in Sales Cloud, Service Cloud, & Community Cloud

Understand Journey Engagement with Deep AnalyticsAnalyze individual engagement or aggregate journey data

Connect corporate marketing with Financial Advisors, Insurance Agents, Auto Dealerships, & more...

Distributed Marketing in Sales Cloud

General Availability February ‘18

Hotels.comDemo

Disjointed marketing vendors across AMER, EMEA, APAC regions; decentralized data

Volume of comms; needed to manage millions of transactions across channels

Personalize journeys to create 1:1 experiences

Hotels.com Streamlines Marketing Infrastructure with Salesforce

“Being able to stitch together that customer identity and determine one single view of the user is massively powerful. We are doing that with Salesforce to reach our audience more effectively.” Steven Quach, Sr. Director, Online Marketing

Consolidating vendors, bringing operations in-house, and building dynamic templates across numerous geographies

Sending both email and mobile push at scale through a single platform with personalization

Leveraging DMP for audience suppression; redirecting advertising investments into audiences more likely to spend

Challenge Solution

Marketing Cloud

100+Countries reached

20M+Sends per day across email & mobile