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 ...

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 Creating stronger connections using exact target marketing cloud Presentation Transcript

  • 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 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
  • 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
  • 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
  • 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, 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
  • 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
  • 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
  • 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 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
  • Roadmap
  • 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
  • Questions
  • Jason Belland Senior Associate Director, Online Technology Columbia Business School @jasonbelland