Customer journeys are no longer just for the marketing department—they transcend all aspects of the business. Join us to learn how we use our own technology to deliver personalized, cross-channel experiences across departments at Salesforce. You’ll see real-world examples of how Marketing Cloud powers journeys to onboard our customers, app users and even our employees.
How Salesforce Uses Marketing Cloud to Power Personalized Customer Journeys
1. How Salesforce Uses Marketing Cloud
Bobby Jania
Senior Director, Product Marketing
bjania@salesforce.com
@bobbyjania
Dani DeTrude
Product Marketing
ddetrude@salesforce.com
@dani_detrude
2. 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.
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
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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.
3. Salesforce Marketing Cloud
Unify Data
Build a single view of your customers, integrate
data from any source, and make it actionable
Personalize Journeys
Trigger timely, unique, and meaningful messages,
based on real-time customer behavior
Engage Cross-Channel
Deliver relevant content on email, mobile,
social, ads, and the web
Analyze Everything
Measure the impact of your business
and optimize every interaction
Create 1-to-1 customer journeys
4. Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App
Onboarding
New Customer
Onboarding
New Employee
Onboarding
6. Orienting new customers to
Salesforce
Educating with resources
Engaging customers with targeted
outreach
Getting Started with Salesforce Journey
Creating empowered and loyal customers through 1-to-1 emails
7. Data Powers the Customer Onboarding Journey
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
8. Getting Started Journey Overview
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
9. Journeys Begin with a Welcome Email
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
10. Journeys Begin with a Welcome Email
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
11. Compelling Emails Based on Engagement
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
12. Compelling Emails Based on Engagement
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
13. Engagement Data Determines Next Steps
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
14. Engagement Data Determines Next Steps
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
15. Engagement Data Determines Next Steps
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
16. Service Cloud Integration Opens a Case When Needed
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email
19. Acquiring app users
Onboarding recent installers
Winning back inactive users
Driving Adoption of the Salesforce1 Mobile App
Powered by real-time data along every step of the journey
31. Recruiting automatically with Marketing
Cloud
Onboarding employees seamlessly
Engagement throughout tenure at
Salesforce
Automating Talent Acquisition & Onboarding
Taking candidates from interested to employed
32. ● Salesforce career pages
tagged to track visitor data
● Ability to build affinity maps
for recruits prior to applying
for a job
● Relevant content sent via
email and social media
Predictive Intelligence on Website Powers Recruiting
33. ● Highly targeted Facebook ads
● 3-month pilot program
targeting 30,000 Engineering
recruits
● Automated 1-to-1
personalized recruiting
Targeted Social Ads Attract Recruits
34. ● Journey based on location in
recruiting cycle
● Data gathered from web
behavior, emailed surveys and
more
● Pre-screening process made
easier for HR
Applicants Taken on Nurture Journey
35. ● Journey spans from week
prior to start date through
first year
● Each email in series
introduces employee to
different topics
● Resources and links to
important information to be
successful
Automated Onboarding Emails to New Hires
36. ● Employee communications
emails sent through
Marketing Cloud
● Resources and news are
shared to create internal
alignment
● Consistent tone and voice
boosts culture
Engaging Emails Sent Over the Years at Salesforce
37. “Thanks for this and all the emails
about various new hire topics. Your
timing is great too btw! Not all at once
and good sequencing.”
89.9% 3,580 30% ↓
Email
Open Rate
Employees taken on
personalized journey
Help Desk Traffic
from New Hires
"Appreciated that we use our own
Marketing Cloud Journey Builder
product to help simplify the complex
new hire experience. Excited to see
more of what's in store."
Human Resources Journeys Attract and Retain Talent
Proven Results
38. Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App
Onboarding
New Customer
Onboarding
New Employee
Onboarding
39.
40. 2:00 – 2:40pm
Marketing Cloud: The Dawn of the Digital
Marketer
Keynote Room
Visit the Marketing Cloud
booth in the Customer
Success Expo
3:00 – 3:40pm
How to Maximize your Email Marketing by
Adding Predictive Content, Mobile, & Ads
4:00 – 4:40pm
Choosing the Right Solution: When to Use
Pardot, Marketing Cloud, or Both
4:40 – 6:00pm
Networking reception in the Customer
Success Expo
Next Session: