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Connecting the Clouds to Drive 
the Customer Journey 
August 19, 2014 
#ETWEBINARS
Safe Harbor 
Safe Harbor statement under the Private Securities Litigation Reform Act of 1995: 
This presentation may cont...
Speakers 
Karalee Slayton 
Senior Product Marketing Manager 
kslayton@exacttarget.com 
@cablemaven 
#ETWEBINARS
Speakers 
John Koonsman 
Business Analyst, Salesforce Integration Team 
jkoonsman@exacttarget.com 
#ETWEBINARS
1. Learn how to take full advantage of your CRM data 
2. Best practices and simple use cases for success 
3. New features ...
Email Mobile Social Web Data & 
Analytics 
Marketing 
Automation 
The World’s Most Powerful 
1:1 Digital Marketing Platfor...
ExactTarget Marketing Cloud 
The Platform for 1:1 Customer Journeys 
Build a single view of the customer 
Plan and optimiz...
Connecting the Clouds 
Salesforce1 Customer Platform
Do you know who 
your customers are? 
Where are they are 
in their journey? 
Are you engaging 
and moving them 
along the ...
Question One 
Do you know who 
your customers are?
The Single View of the Customer
Understanding Your Customers
“We need a simple and easy tool to segment 
lists and send emails to collect donations 
when natural disasters occur.”
• Identified more than 5,000 existing 
donors by exporting a conversion 
report from ExactTarget Marketing 
Cloud into Sal...
Enriching the Single View 
Lead or 
Contact 
Campaign 
or Report ExactTarget 
Marketing 
Cloud 
Email Internet 
Service 
P...
Question Two 
Do you know who 
your customers are? 
Where are they 
in their journey?
Goal-Oriented Customer Journeys 
b1234@email.com 
EVENT 
ATTENDEE 
EVENT 
INVITEE 
RESPONDS TO: LAST COMMUNICATION: 
TODAY...
Every Customer Has a Unique Journey
Marketing Lifecycle Stages 
Interactions organized by where customers 
are in their journey with your brand
Question Three 
Do you know who 
your customers are? 
Where are they 
in their journey? 
Are you engaging them 
and moving...
Customer Journey 
Build Individualized Relationship with each Prospect 
Send a drip campaign: 
• Confirm their subscriptio...
Relevance is Revenue 
Blast Profile Person 
a 
Behavior Interactio 
n 
4% 
3% 
0% 
Engagement 
2% 
1% 
1.1% 
CONVERSION RA...
Sending Email From Salesforce Sales Cloud 
Execute your email 
campaigns without manual 
data synchronization 
 Send emai...
Marketing Automation 
Create automated marketing 
interactions with your 
customers and prospects 
Possible Use Cases 
 L...
A/B Testing 
• Send to a Salesforce Report or 
Campaign and use ExactTarget A/B 
Testing to automatically randomize 
segme...
AB Testing: How it Works 
Create an A/B Test 
from the 
ExactTarget 
Marketing Cloud 
Select a Salesforce 
Report or Campa...
Do you know who 
your customers are? 
Where are they are 
in their journey? 
Are you engaging 
and moving them 
along the ...
Performance 
Tracking 
• New graphs and charts 
make it easier to analyze 
performance metrics
Measure 
Campaign 
Performance 
• Your team now has one place 
to measure, analyze, and 
optimize campaign 
performance 
•...
Live Demonstration
Mobile Sending 
Support 
• First ever integration of 
Mobile Connect and 
Salesforce. 
• Send SMS messages to 
leads, cont...
Salesforce1 
Mobile App 
• Use the integration right 
from your mobile phone 
and the Salesforce1 Mobile 
App. 
• Schedule...
Connected Clouds
Questions? 
Please type questions in the chat panel to ‘All Panelist' 
#ETWEBINARS
Upcoming Webinars: 
August 26th @ 12:00 pm EDT 
5 Trends for Designing an Effective 
Customer Onboarding Strategy 
Septemb...
Power the 
Customer Journey 
Text “JOURNEY” to 56237 
Tips | Strategies | Trends 
*Msg&Data Rates Apply. Get 1msg/week. HE...
Experience Digital Marketing Like Never Before 
Join the journey at Connections 2014—transforming customer 
interactions i...
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Connecting the Clouds to Drive the Customer Journey

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We no longer live in a world of batch and blast. No two customers are alike, and it's up to you as marketers to identify who your customers are, how they are engaging with your company, how you can drive further engagement, and how to measure the impact of your communications and messaging. The ExactTarget Marketing Cloud gives you easy access to CRM data across the Salesforce Clouds to create a truly personalized journey for each and every customer—whether you have 100 or 100 million. Learn how to take your ExactTarget Salesforce Integration to the next level, with simple use cases to deliver relevant, dynamic, personalized conversations and develop real relationships with your customers though every step of their customer journey.

Take full advantage of your CRM data and build 1:1 customer relationships with the powerful combination of ExactTarget Marketing Cloud and Salesforce CRM.

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Transcript of "Connecting the Clouds to Drive the Customer Journey"

  1. 1. Connecting the Clouds to Drive the Customer Journey August 19, 2014 #ETWEBINARS
  2. 2. 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 statement 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 product 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 litigations, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, or relatively limited operating history, our abil ity 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-alesforce. 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 Filing's 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 in 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. 3. Speakers Karalee Slayton Senior Product Marketing Manager kslayton@exacttarget.com @cablemaven #ETWEBINARS
  4. 4. Speakers John Koonsman Business Analyst, Salesforce Integration Team jkoonsman@exacttarget.com #ETWEBINARS
  5. 5. 1. Learn how to take full advantage of your CRM data 2. Best practices and simple use cases for success 3. New features available now in the integration Key Takeaways
  6. 6. Email Mobile Social Web Data & Analytics Marketing Automation The World’s Most Powerful 1:1 Digital Marketing Platform Platform
  7. 7. ExactTarget Marketing Cloud The Platform for 1:1 Customer Journeys Build a single view of the customer Plan and optimize the customer journey Deliver personalized content across every channel and device Measure the impact on your business
  8. 8. Connecting the Clouds Salesforce1 Customer Platform
  9. 9. Do you know who your customers are? Where are they are in their journey? Are you engaging and moving them along the journey? Are you measuring the impact on your business goals? The Four Basic Questions
  10. 10. Question One Do you know who your customers are?
  11. 11. The Single View of the Customer
  12. 12. Understanding Your Customers
  13. 13. “We need a simple and easy tool to segment lists and send emails to collect donations when natural disasters occur.”
  14. 14. • Identified more than 5,000 existing donors by exporting a conversion report from ExactTarget Marketing Cloud into Salesforce CRM • Reached first responders with emails just one day after a devastating tornado, and sent 500,000 emails by day two. • Raised $190,000 from email alone, with more than 1,900 unique conversions. • Deeply engaged existing donors with a 32% open rate and 5% conversion rate.
  15. 15. Enriching the Single View Lead or Contact Campaign or Report ExactTarget Marketing Cloud Email Internet Service Provider (ISP) Subscriber Takes Action (Open, Click, Bounce, Forward to Friends, etc.) Engagement Data Added Directly to Salesforce (Open, Click, Bounce, Forward to Friends, etc.)
  16. 16. Question Two Do you know who your customers are? Where are they in their journey?
  17. 17. Goal-Oriented Customer Journeys b1234@email.com EVENT ATTENDEE EVENT INVITEE RESPONDS TO: LAST COMMUNICATION: TODAY SALESFORCE CONTACT Brian Ford 21 wweeeekks a aggoo
  18. 18. Every Customer Has a Unique Journey
  19. 19. Marketing Lifecycle Stages Interactions organized by where customers are in their journey with your brand
  20. 20. Question Three Do you know who your customers are? Where are they in their journey? Are you engaging them and moving them along that journey?
  21. 21. Customer Journey Build Individualized Relationship with each Prospect Send a drip campaign: • Confirm their subscription and set expectations • Gather preferences • Provide an incentive • Drive Engagement Acquire Onboard Engage Retain
  22. 22. Relevance is Revenue Blast Profile Person a Behavior Interactio n 4% 3% 0% Engagement 2% 1% 1.1% CONVERSION RATE 2.8% CONVERSION RATE 3.9% CONVERSION RATE 5%
  23. 23. Sending Email From Salesforce Sales Cloud Execute your email campaigns without manual data synchronization  Send emails to individual, Leads, Contacts, reports or Campaigns.  See individual and aggregate tracking results in Salesforce CRM
  24. 24. Marketing Automation Create automated marketing interactions with your customers and prospects Possible Use Cases  Lead Nurturing  New Account Activation  Welcome series  Password Resets  Confirmations
  25. 25. A/B Testing • Send to a Salesforce Report or Campaign and use ExactTarget A/B Testing to automatically randomize segments, measure and select the best option, and send the winning email to the remaining subscribers.
  26. 26. AB Testing: How it Works Create an A/B Test from the ExactTarget Marketing Cloud Select a Salesforce Report or Campaign; then run the test ExactTarget randomly selects Contacts or Leads from your report to receive sample A and sample B Automatically monitor the performance of each sample The system will determine a winner based on the selected metric–Open Rate or Click-through Rate The winning email is sent to the remaining Contacts or Leads from the report
  27. 27. Do you know who your customers are? Where are they are in their journey? Are you engaging and moving them along the journey? Are you measuring the impact on your business goals? Question Four
  28. 28. Performance Tracking • New graphs and charts make it easier to analyze performance metrics
  29. 29. Measure Campaign Performance • Your team now has one place to measure, analyze, and optimize campaign performance • Easily viewing click through rates by campaign, email send, and open rates, all the way down to the links that were clicked
  30. 30. Live Demonstration
  31. 31. Mobile Sending Support • First ever integration of Mobile Connect and Salesforce. • Send SMS messages to leads, contacts or segment with reports and campaigns.
  32. 32. Salesforce1 Mobile App • Use the integration right from your mobile phone and the Salesforce1 Mobile App. • Schedule and send emails and SMS • Review tracking information
  33. 33. Connected Clouds
  34. 34. Questions? Please type questions in the chat panel to ‘All Panelist' #ETWEBINARS
  35. 35. Upcoming Webinars: August 26th @ 12:00 pm EDT 5 Trends for Designing an Effective Customer Onboarding Strategy September 4th @ 12:00 pm EDT Making a Great First Impression: Effective Onboarding August 21st @ 12:00 pm EDT Love at First Site: Charm Customers into Loving your Brand August 28th @ 12:00 pm EDT Refresh your Approach to 1:1 Marketing: Elevate the Discussion with Personalization http://www.exacttarget.com/resource-center/webinars
  36. 36. Power the Customer Journey Text “JOURNEY” to 56237 Tips | Strategies | Trends *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
  37. 37. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment September 23-25 exacttarget.com/connections
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