Advanced Segmentation and Reporting
Marketing II: Advanced Topics
Andrea Wildt, salesforce.com
John Burbridge, salesforce.com

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Agenda
 Part 1 – How to Get Started With Segmentation
 Andrea Wildt, Senior Manager, salesforce.com
 Part 2 – Customizing Salesforce
 John Burbridge, Senior Manager, salesforce.com
 Q&A

Salesforce.com
Andrea Wildt
Senior Product Manager,
Salesforce Marketing
awildt@salesforce.com

Marketing in the Google Era
20th Century 21st Century
Demand Generation Outbound Inbound
Feedback Cycles Weeks Hours
Pricing CPM CPA
Customer Experience Segmented Integrated
Messaging Eyeballs Relevancy
Measurement Untrackable Trackable
The Internet Homepage Marketing Platform

Step 1: Segmentation
 Define Your Segments
 Do this based on your business – not what data
currently exists in the system
 Try to avoid consensus by committee
 Keep your segments manageable
 Put them in a matrix

Step 2: Segmentation
 Create Standardized Lists for Each Segment
 Not capturing the data I need
 Have partial data
 Have BAD data
 Can’t get to the data

Not Capturing Data You Need & Partial Data
 Am I missing Geography?
Could I use the area code to map this?
 Am I missing Market Segment?
Could I use employee size to extrapolate this data?
 Am I missing Product Interest?
Could I use the campaign association to determine
product interest?

Can’t Get to the Data
 Custom Report Types
 Partner Tools

Can’t Get to the Data
 Custom Report Types
 Partner Tools

Step 3: Segmentation
Map Your Data
in to a Matrix

Salesforce.com
John Burbridge
Senior Manager,
Research & Development
jburbridge@salesforce.com

Leveraging Salesforce for Email Segmentation
Today’s Topics
 Improving Data Quality
 Simplifying Reporting
 Improving Email Targeting
 Reducing Opt-Out Rates

Leveraging Salesforce for Email Segmentation
Legal Requirements
 CAN-SPAM Compliance
 Provide an opt-out method
 Store opt-outs safely
Extending Salesforce for Email Segmentation
 Create an “Email Preferences” custom object
 Associate with leads / contacts

Leveraging Salesforce for Email Segmentation
Why is it so important to separate email opt-out?
 In short: have one true opt-out field.
Lead 1 Lead 2 Lead 3
Email Preferences
Contact

Leveraging Salesforce for Email Segmentation
Demo – Customizing Salesforce
 How to create a custom object
 How to create the association between “Email
Preferences” and with Leads & Contacts
 Bake at 350° for 20 minutes
(apply Apex code on our new object)

Leveraging Salesforce for Email Segmentation
Demo – Testing our new “Email Preferences” object
 Create a new lead
 Create a duplicate lead
 Modify the email opt-out status
 View changes to records and field history

Leveraging Salesforce for Email Segmentation
Extend Our “Email Preferences” Object
 Define “Product Interests”
 Define “Subscriptions”
Extend Our Lead Capture Forms
 View on-line example
 Create a new lead
 View data in salesforce.com

Leveraging Salesforce for Email Segmentation
Enhanced Reporting Out-Of-The-Box!
 Reports now have segmentation options
 Existing lead attributes can be combined with new
segmentation options
(ex: geo-targeting plus custom attributes)

Leveraging Salesforce for Email Segmentation
Key Takeaways:
 Improved Segmentation Capabilities
 Improved Data Quality
 Decreased Opt-Out Rates
 Leveraged Force.com On-demand Platform

Leveraging Salesforce for Email Segmentation
Next Steps:
 For developers, visit:
http://www.salesforce.com/developer
 My contact information:
John Burbridge
jburbridge@salesforce.com

Q&A