061615_joel book - connections 2015 v2
TRANSCRIPT
![Page 1: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/1.jpg)
How Smart Brands Use Digital Marketing to Acquire, Engage
and Retain Customers
![Page 2: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/2.jpg)
Use to introduce a
demo, video, Q&A, etc.
Joel BookPrincipal, Marketing InsightsSalesforce Marketing Cloud
@JoelBook
Welcome!
www.linkedin.com/in/joelbook/
![Page 3: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/3.jpg)
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
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.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
![Page 4: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/4.jpg)
Use to introduce a
demo, video, Q&A, etc.
![Page 5: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/5.jpg)
Source: Gartner - Digital Marketing Spending report (2014)
In 2014, Digital Marketing spending averaged one-quarter of the marketing budget.
![Page 6: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/6.jpg)
Source: Accenture Interactive – CMO Insights (2014)
By 2019, CMOs predict Digital Marketing will account for 75% of the marketing budget.
![Page 7: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/7.jpg)
Use to introduce a
demo, video, Q&A, etc.
![Page 8: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/8.jpg)
The Connected Consumer
More Informed.
More Empowered.
More Demanding.
![Page 9: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/9.jpg)
of consumers know what product they want to buy before ever entering a store. Bazaarvoice: "Social Trends Report” (2013)
![Page 10: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/10.jpg)
of the B2B purchase decision-making process is complete . . .
Source: The Digital Evolution in B2B Marketing - CEB and Google (2013)
before the buyer contacts a supplier.
![Page 11: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/11.jpg)
of US consumers research online before buying.Source: UPS, comScore, & The e-tailing Group
“Pulse of the Online Shopper" 2014
![Page 12: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/12.jpg)
of shoppers want self-service access to digital content.Source: Cisco Internet Business Solutions
Catch and Keep Digital Shoppers 2013
Scotts’ website provides access to: • Product Use Details• Ratings & Reviews• Q&A
![Page 13: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/13.jpg)
of consumers trust the opinions and reviews posted online by other consumers.Source: Nielsen: “Global Trust in
Advertising and Brand Messages”
September 2013
![Page 14: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/14.jpg)
In 2014, Smartphones and Tablets surpassed Desktop and Laptop PCs as the leading devices
consumers use for product research.
Source: Nielsen - "Mobile Path to Purchase: The New Shopper Mindset” June 2014
![Page 15: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/15.jpg)
MOBILEThe Power Tool of the
Connected Consumer
Shopping
![Page 16: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/16.jpg)
The average smartphone user has downloaded
.Source: Mashable.com
![Page 17: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/17.jpg)
Source: Ipsos Observer
of US mobile device users prefer Mobile Push notifications for: Appointment Reminders
Transaction Confirmation
Special Offers
Order Updates
![Page 18: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/18.jpg)
of all US email opens occur on a mobile device.
Source: Return Path, 2015
![Page 19: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/19.jpg)
of US consumers are email subscribers.Source: Salesforce Marketing Cloud
![Page 20: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/20.jpg)
prefer email for promotional communications.
prefer email for service communications. Source: Salesforce Marketing Cloud
![Page 21: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/21.jpg)
of consumers rely on social networks to guide their purchase decision.Source: SproutSocial, 2014
![Page 22: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/22.jpg)
“Serving” has become the new “Selling”
50% of Consumers Prefer Social Media to the Telephone for Customer Service
Source: Amdocs (2014)
![Page 23: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/23.jpg)
“Serving” has become the new “Selling”
72% of customers who post a complaint on Twitter expect a response within one hour
Source: Lithium Technologies (2014)
![Page 24: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/24.jpg)
Use to introduce a
demo, video, Q&A, etc.
![Page 25: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/25.jpg)
Understand the customer’s needs and
interests and use this insight to
continuously deliver personalized content
that aids the customer’s purchase decision,
provides timely service and results in a
great customer experience.
The Customer Experience Mandate
![Page 26: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/26.jpg)
Data is the“Digital Fuel”
for Delivering a Personalized
Customer Experience
Explicit Data (Reported) + Implicit Data (Observed)
1Channels 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
Demographic Email Address
Physical Address
Gender
Age
Product Needs & Interests
Customer Profile
Psychographic
Behavioral
Buyer Persona
Brand Affinity Persona
Social Media Persona
Media/Messaging Opt-in
Purchase Transactions
Service Claims / Cases
Event Attendance
Campaign Response
NPV; CLTV
![Page 27: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/27.jpg)
Response to
Facebook Ad
(Facebook Custom
Audience)
Email Signup
via Brand
Website
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 up
Progressive Profiling Enables Brands to Learn about the Customer’s Interests and Predict what Offers, Information and Service are Relevant and Timely
Pro
gre
ss
ive
Pro
fili
ng
Twitter:
@MelissaSmith01
Melissa Smith
Postal Address
Email:
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
![Page 28: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/28.jpg)
When customer data is used to predict and deliver personalized offers and service, Conversion Rates increase 6 – 9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud -
Predictive Intelligence Benchmark ReportEmail
Mobile
Online
![Page 29: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/29.jpg)
![Page 30: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/30.jpg)
![Page 31: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/31.jpg)
Consumers are
with Brands through
2
![Page 32: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/32.jpg)
The Customer Experience Life Cycle
Business Getting Business Keeping
Brands Must Deliver Relevant Content at
Every Life Cycle Stage and through Every 1:1 Channel
![Page 33: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/33.jpg)
“Our goal is to present the customer with content that is relevant, not invasive.”
Automated emails deliver helpful content based on the customer's interests and preferences
Incorporates in-store purchase data with online browsing data to predict and deliver product
recommendations
Direct conversion from customers who engage with predictive content is significantly higher.
Room & Board Helps Customers Complete the Room with help from the Salesforce Marketing Cloud
Kimberly Ruthenbeck, Director of Web Customer Experience
![Page 34: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/34.jpg)
First Midwest Bank uses email to deliver relevant offers, information and service tailored to the customer’s needs, geographic location, and banking history.
Since implementing this strategy in 2012, the bank has racked up impressive results, including:
• 80% savings in direct marketing spend
• 600% increase in product offer conversion
![Page 35: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/35.jpg)
“We create a seamless experience when a customer’s online behavior is reflected in their personalized messaging. That’s pretty powerful.”
Wanted to drive more revenue from email channel
Tracks customer purchases, preferences, site searches and abandoned cart transactions
Uses Predictive Intelligence to personalize product recommendations to each individual
Increased click-through rates by 25-35%; Increased sales conversion rates by 15-25%
The Journey from High Fashion to High Tech
Dasha Gastol, Digital Marketing Manager, Diesel
![Page 36: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/36.jpg)
Source: Retail Systems Research
of consumers buy more from retailers who personalizeacross channels!
![Page 37: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/37.jpg)
Awareness Evaluation Purchase Usage RePurchase Advocacy
Brands Must Optimize the Customer’s Journeys from Product Purchase through Product Use
3
![Page 38: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/38.jpg)
New Customer Onboarding
Customer Service & Support
Product Purchase
Product Research & Evaluation
Remarketing & Cross-Selling
Customer Journeys Span All Stages of the
Customer Life Cycle
Repurchase & Renewal
![Page 39: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/39.jpg)
Optimizing Customer Journeys Improves Revenue, Referral & Retention
Customer
satisfaction
Revenue
growth
Willingness to
recommend
Less likely to
cancel/churn
*Transforming Customer Experience: From Moments to Journeys, 2013
![Page 40: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/40.jpg)
![Page 41: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/41.jpg)
![Page 42: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/42.jpg)
Use to
introduce a
demo, video,
Q&A, etc.
![Page 43: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/43.jpg)
And you’re no longer competing with just your peers.
![Page 44: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/44.jpg)
You’re Competing with Brands that also Deliver a Personalized Customer Experience
Plans every step for driver and riderKnows you better than you know yourself
![Page 45: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/45.jpg)
Keys toSuccessful
Digital Marketing
![Page 46: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/46.jpg)
Personalize the Experience
Acquire and apply customer data to predict and deliver offers, invitations, and service communications that are relevant, timely and helpful.
![Page 47: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/47.jpg)
Audience Development
Capitalize on every opportunity to grow your audience of email subscribers, mobile app users, & mobile alert opt ins. Control your own destiny!
![Page 48: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/48.jpg)
Mobile Optimization
Use responsive design to optimize email communications, websites and landing pages for user-friendly navigation, readability and response on mobile devices.
![Page 49: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/49.jpg)
Social Media Marketing
Use Social Listening and Direct Response Advertising (i.e. Facebook Custom Audiences, Twitter Lead Cards) to generate leads and acquire new email subscribers.
![Page 50: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/50.jpg)
Journey Management
Define and automate 1:1 journeys for each critical stage of the customer life cycle from product evaluation and purchase through product usage and repeat purchase.
![Page 51: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/51.jpg)
![Page 52: 061615_Joel Book - Connections 2015 v2](https://reader033.vdocuments.net/reader033/viewer/2022042615/55c30278bb61eb717b8b4675/html5/thumbnails/52.jpg)
Joel BookPrincipal, Marketing Insights
Salesforce Marketing Cloud
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/