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How Salesforce Uses Marketing Cloud

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Customer journeys are no longer just for the marketing department—they transcend all aspects of the business. Join us to learn how we use our own technology to deliver personalized, cross-channel experiences across departments at Salesforce. You’ll see real-world examples of how Marketing Cloud powers journeys to onboard our customers, app users and even our employees.

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How Salesforce Uses Marketing Cloud

  1. 1. How Salesforce Uses Marketing Cloud Bobby Jania Senior Director, Product Marketing bjania@salesforce.com @bobbyjania Dani DeTrude Product Marketing ddetrude@salesforce.com @dani_detrude
  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 statements 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 products 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 litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability 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-salesforce.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 Filings 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 on 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. Salesforce Marketing Cloud ​ Unify Data Build a single view of your customers, integrate data from any source, and make it actionable ​ Personalize Journeys Trigger timely, unique, and meaningful messages, based on real-time customer behavior ​ Engage Cross-Channel Deliver relevant content on email, mobile, social, ads, and the web ​ Analyze Everything Measure the impact of your business and optimize every interaction Create 1-to-1 customer journeys
  4. 4. Marketing Cloud Powers Journeys Across Our Business Salesforce1 Mobile App Onboarding New Customer Onboarding New Employee Onboarding
  5. 5. New Customer Onboarding Journeys
  6. 6. Orienting new customers to Salesforce Educating with resources Engaging customers with targeted outreach Getting Started with Salesforce Journey ​ Creating empowered and loyal customers through 1-to-1 emails
  7. 7. Data Powers the Customer Onboarding Journey Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  8. 8. Getting Started Journey Overview Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  9. 9. Journeys Begin with a Welcome Email Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  10. 10. Journeys Begin with a Welcome Email Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  11. 11. Compelling Emails Based on Engagement Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  12. 12. Compelling Emails Based on Engagement Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  13. 13. Engagement Data Determines Next Steps Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  14. 14. Engagement Data Determines Next Steps Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  15. 15. Engagement Data Determines Next Steps Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  16. 16. Service Cloud Integration Opens a Case When Needed Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
  17. 17. 61% 20,000+ Email Open Rate Customers taken on personalized journey New Customer Onboarding Journeys Drive Results Proven Results
  18. 18. Salesforce1 Mobile App Journeys
  19. 19. Acquiring app users Onboarding recent installers Winning back inactive users Driving Adoption of the Salesforce1 Mobile App ​ Powered by real-time data along every step of the journey
  20. 20. Welcome Email App Login? Yes No Win-back Email Salesforce1 Adoption Manager Overview Exit to Next Journey Week 1 Email Series Wait 30 Days
  21. 21. Welcome Email App Login? Yes No Win-back Email Welcome Email Drives App Downloads Exit to Next Journey Week 1 Email Series Wait 30 Days
  22. 22. Welcome Email App Login? Yes No Win-back Email Welcome Email Drives App Downloads Exit to Next Journey Week 1 Email Series Wait 30 Days
  23. 23. Welcome Email App Login? Yes No Win-back Email Onboarding Emails Sent During First Week Exit to Next Journey Week 1 Email Series Wait 30 Days
  24. 24. Welcome Email App Login? Yes No Win-back Email Onboarding Emails Sent During First Week Exit to Next Journey Week 1 Email Series Wait 30 Days Day 1: Access Records Day 2: Take Action Day 3: Collaborate Day 4: Review Dashboards Day 5: Access Files
  25. 25. Welcome Email App Login? Yes No Win-back Email Onboarding Emails Sent During First Week Exit to Next Journey Week 1 Email Series Wait 30 Days
  26. 26. Welcome Email App Login? Yes No Win-back Email Data Powers Next Step in the Journey Exit to Next Journey Week 1 Email Series Wait 30 Days
  27. 27. Welcome Email App Login? Yes No Win-back Email Win-Back Email Gets Users Back Into App Exit to Next Journey Week 1 Email Series Wait 30 Days
  28. 28. Welcome Email App Login? Yes No Win-back Email Win-Back Email Gets Users Back Into App Exit to Next Journey Week 1 Email Series Wait 30 Days
  29. 29. Proven Results 7% 42% 38% Increase in Downloads Take Suggested Actions Win Back Rate Data-Based Onboarding Journeys Increase App Adoption
  30. 30. Employee Onboarding Journeys
  31. 31. Recruiting automatically with Marketing Cloud Onboarding employees seamlessly Engagement throughout tenure at Salesforce Automating Talent Acquisition & Onboarding ​ Taking candidates from interested to employed
  32. 32. ●  Salesforce career pages tagged to track visitor data ●  Ability to build affinity maps for recruits prior to applying for a job ●  Relevant content sent via email and social media Predictive Intelligence on Website Powers Recruiting
  33. 33. ●  Highly targeted Facebook ads ●  3-month pilot program targeting 30,000 Engineering recruits ●  Automated 1-to-1 personalized recruiting Targeted Social Ads Attract Recruits
  34. 34. ●  Journey based on location in recruiting cycle ●  Data gathered from web behavior, emailed surveys and more ●  Pre-screening process made easier for HR Applicants Taken on Nurture Journey
  35. 35. ●  Journey spans from week prior to start date through first year ●  Each email in series introduces employee to different topics ●  Resources and links to important information to be successful Automated Onboarding Emails to New Hires
  36. 36. ●  Employee communications emails sent through Marketing Cloud ●  Resources and news are shared to create internal alignment ●  Consistent tone and voice boosts culture Engaging Emails Sent Over the Years at Salesforce
  37. 37. “Thanks for this and all the emails about various new hire topics. Your timing is great too btw! Not all at once and good sequencing.” 89.9% 3,580 30% ↓ Email Open Rate Employees taken on personalized journey Help Desk Traffic from New Hires "Appreciated that we use our own Marketing Cloud Journey Builder product to help simplify the complex new hire experience. Excited to see more of what's in store." Human Resources Journeys Attract and Retain Talent Proven Results
  38. 38. Marketing Cloud Powers Journeys Across Our Business Salesforce1 Mobile App Onboarding New Customer Onboarding New Employee Onboarding
  39. 39. 2:00 – 2:40pm Marketing Cloud: The Dawn of the Digital Marketer Keynote Room Visit the Marketing Cloud booth in the Customer Success Expo 3:00 – 3:40pm How to Maximize your Email Marketing by Adding Predictive Content, Mobile, & Ads  4:00 – 4:40pm Choosing the Right Solution: When to Use Pardot, Marketing Cloud, or Both 4:40 – 6:00pm Networking reception in the Customer Success Expo Next Session:
  40. 40. thank y u
  41. 41. Marketing Cloud Powers Journeys Across Our Business Salesforce1 Mobile App Onboarding New Customer Onboarding New Employee Onboarding

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