Creating Stronger Connections Using
ExactTarget Marketing Cloud
Jason Belland
Senior Associate Director, Online Technology
Columbia Business School
@jasonbelland
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Columbia Business School Executive Education
• Helping e...
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Our Team
• Integrated Sales, Marketing, and IT initiativ...
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Our Customers
• Executives from around the globe
• Looki...
Creating Stronger Connections Using ExactTarget Marketing Cloud
“You guys send too much SPAM.”
What Happened?
Changing Expectations
Creating Stronger Connections Using ExactTarget Marketing Cloud
Creating Stronger Connections Using ExactTarget Marketing Cloud
• 2008
• Email marketing was a small part of marketing mix...
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Building a Foundation
• Collecting the right information...
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Collecting Customer Data
• Website Inquiries
• Program S...
Email Campaigns
Deliverability
Creating Stronger Connections Using ExactTarget Marketing Cloud
A/B Testing
Creating Stronger Connections Using ExactTarget Marketing Cloud
Dynamic Content
Creating Stronger Connections Using ExactTarget Marketing Cloud
Referral Campaigns
Creating Stronger Connections Using ExactTarget Marketing Cloud
Post Event Follow-up
Creating Stronger Connections Using ExactTarget Marketing Cloud
Metrics
Data-Centric Editorial Choices
Creating Stronger Connections Using ExactTarget Marketing Cloud
Reporting
Creating Stronger Connections Using ExactTarget Marketing Cloud
Results
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Business
• Data-centric approach leads to more effective...
Roadmap
Creating Stronger Connections Using ExactTarget Marketing Cloud
• Journey Builder
• Sales automation to better assist cust...
Questions
Jason Belland
Senior Associate Director, Online Technology
Columbia Business School
@jasonbelland
Creating stronger connections using exact target marketing cloud
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Creating stronger connections using exact target marketing cloud

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By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You’ll leave this session inspired to create stronger more meaningful connections with your constituents!

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Creating stronger connections using exact target marketing cloud

  1. 1. Creating Stronger Connections Using ExactTarget Marketing Cloud
  2. 2. Jason Belland Senior Associate Director, Online Technology Columbia Business School @jasonbelland
  3. 3. Creating Stronger Connections Using ExactTarget Marketing Cloud • Columbia Business School Executive Education • Helping executives do great work, even better • Connecting with 3,000 customers annually in executive programs • Triple Bottom Line • Funding Columbia’s research and development activities • Engaging faculty in today’s business challenges • Sharing thought leadership with a global audience
  4. 4. Creating Stronger Connections Using ExactTarget Marketing Cloud • Our Team • Integrated Sales, Marketing, and IT initiatives • Cross-functional mindset • Dedicated marketing copywriter for web and email • Web developer focused on email campaigns and web updates • Salesforce admin building workflows, reports and dashboards
  5. 5. Creating Stronger Connections Using ExactTarget Marketing Cloud • Our Customers • Executives from around the globe • Looking to accelerate career development • Interested in learning that is applicable to today’s challenges
  6. 6. Creating Stronger Connections Using ExactTarget Marketing Cloud “You guys send too much SPAM.”
  7. 7. What Happened?
  8. 8. Changing Expectations Creating Stronger Connections Using ExactTarget Marketing Cloud
  9. 9. Creating Stronger Connections Using ExactTarget Marketing Cloud • 2008 • Email marketing was a small part of marketing mix, largely comprised of email newsletters and broadcast messages • 2014 • Email marketing at foundation of marketing efforts, complementing other channels are more focused on tailored communications
  10. 10. Creating Stronger Connections Using ExactTarget Marketing Cloud • Building a Foundation • Collecting the right information • Sharing data across the organization • Creating messages that matter to each customer • Salesforce + Exact Target • Integrated approach to marketing • Useful metrics to drive decision-making • Focus on deliverability so our message is heard
  11. 11. Creating Stronger Connections Using ExactTarget Marketing Cloud • Collecting Customer Data • Website Inquiries • Program Survey Data • Participant interests and purchase history • Sales conversations • Leveraging Resources to Anticipate Needs • Customer demographic and behavioral data • Columbia Ideas at Work • Faculty Twitter feeds
  12. 12. Email Campaigns
  13. 13. Deliverability Creating Stronger Connections Using ExactTarget Marketing Cloud
  14. 14. A/B Testing Creating Stronger Connections Using ExactTarget Marketing Cloud
  15. 15. Dynamic Content Creating Stronger Connections Using ExactTarget Marketing Cloud
  16. 16. Referral Campaigns Creating Stronger Connections Using ExactTarget Marketing Cloud
  17. 17. Post Event Follow-up Creating Stronger Connections Using ExactTarget Marketing Cloud
  18. 18. Metrics
  19. 19. Data-Centric Editorial Choices Creating Stronger Connections Using ExactTarget Marketing Cloud
  20. 20. Reporting Creating Stronger Connections Using ExactTarget Marketing Cloud
  21. 21. Results
  22. 22. Creating Stronger Connections Using ExactTarget Marketing Cloud • Business • Data-centric approach leads to more effective messaging, higher CTR • 20% of web traffic driven by email campaigns • Integration with Salesforce connecting Sales and Marketing • Revenue growth ahead of expectations • Customers • More participants in executive programs than ever before • High touch, personalized customer service • Greater connections to ideas at the center of business
  23. 23. Roadmap
  24. 24. Creating Stronger Connections Using ExactTarget Marketing Cloud • Journey Builder • Sales automation to better assist customers • Behavioral tracking to understand customer needs • Social Studio • Better syncing of social activities across organization • Integrated approach to social, email, and sales
  25. 25. Questions
  26. 26. Jason Belland Senior Associate Director, Online Technology Columbia Business School @jasonbelland
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