1. How Smart Brands Use Digital
Marketing to Acquire, Engage
and Retain Customers

2. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@salesforce.com
@JoelBook
Welcome!
www.linkedin.com/in/joelbook/

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5. Source: Gartner - Digital Marketing Spending report (2014)
In 2014, Digital Marketing spending averaged
one-quarter of the marketing budget.

6. Source: Accenture Interactive – CMO Insights (2014)
By 2019, CMOs predict Digital Marketing will
account for 75% of the marketing budget.

8. The
Connected
Consumer
More Informed.
More Empowered.
More Demanding.

9. of
consumers know
what product
they want to buy
before ever
entering a store.
Bazaarvoice: "Social Trends Report” (2013)

10. 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.

11. of US
consumers
research
online before
buying.
Source: UPS, comScore, & The e-tailing Group
“Pulse of the Online Shopper" 2014

12. 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

13. of
consumers trust
the opinions and
reviews posted
online by other
consumers.
Source: Nielsen: “Global Trust in
Advertising and Brand Messages”
September 2013

14. 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

15. MOBILE
The Power Tool of the
Connected Consumer
Shopping

16. The average
smartphone user
has downloaded
.
Source: Mashable.com

17. Source: Ipsos Observer
of US mobile device users prefer
Mobile Push notifications for:
 Appointment Reminders
 Transaction Confirmation
 Special Offers
 Order Updates

18. of all US
email opens
occur on a mobile
device.
Source: Return Path, 2015

19. of US
consumers
are email
subscribers.
Source: Salesforce Marketing Cloud

20. prefer email
for promotional
communications.
prefer email
for service
communications.
Source: Salesforce Marketing Cloud

21. of
consumersrelyon
socialnetworksto
guidetheir
purchase
decision.
Source: SproutSocial, 2014

22. “Serving” has become the new “Selling”
50% of Consumers Prefer Social Media
to the Telephone for Customer Service
Source: Amdocs (2014)

23. “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)

25. 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

26. Data is the
“Digital Fuel”
for Delivering a
Personalized
Customer
Experience
Explicit Data (Reported) + Implicit Data (Observed)
1 Channels 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

27. 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
ProgressiveProfiling
Twitter:
@MelissaSmith01
Melissa Smith
Postal Address
Email:
MSmith@gmail.com
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

28. 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

31. Consumers are
with Brands
through
2

32. 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

33. “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

34. 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

35. “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

36. Source: Retail Systems Research
of
consumers
buy more from
retailers who
personalize
across
channels!

37. Awareness Evaluation Purchase Usage RePurchase Advocacy
Brands Must Optimize the Customer’s Journeys
from Product Purchase through Product Use
3

38. 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

39. 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

43. And you’re no longer competing
with just your peers.

44. 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

45. Keys to
Successful
Digital
Marketing

46. Personalize the Experience
Acquire and apply
customer data to predict
and deliver offers,
invitations, and service
communications that are
relevant, timely and
helpful.

47. Audience Development
Capitalize on every
opportunity to grow your
audience of email
subscribers, mobile app
users, & mobile alert opt
ins. Control your own
destiny!

48. Mobile Optimization
Use responsive design to
optimize email
communications, websites
and landing pages for
user-friendly navigation,
readability and response
on mobile devices.

49. 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.

50. 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.

52. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@salesforce.com
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/