1. Marketing in the Era of the Connected Consumer
Using a Digital Technology Platform
toAttract, Engage and Serve
Customers Seamlessly
Rupen Shah
ISV Alliances & Strategy, Salesforce Marketing Cloud
rupen.shah@salesforce.com
@rupen_shah1
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. “What is the biggest
problem marketers
face?”
In 2015 we asked 5000 B2B and B2C marketers a big
question:
Q
4.
5.
6.
7. Awareness Evaluation Purchase Usage RePurchase Advocacy
90% of the Customer Buying Journey
Now Crosses 5 Channels
Source: Google (2015)
9. 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.
13. Source: Google – “Zero Moment of Truth”, 2012
The average
consumer
consults 10.2
sources of
information
before making a
purchase.
{In 2010, it was 5.3}
14. Brand websites are the second-most-
trusted advertising format, behind
recommendations from friends and
family.
Source: Nielsen – “Global Trust in Advertising” (2015)
17. The Smartphone is the Most “Personal” Device
For Consumers, it is the First Screen.
Source: Swrve Company, 2015
18. of
smartphone users
say they use
search to find
local businesses.
Source: Google Consumer Barometer Survey 2014/2015
19. of people
who use a mobile
device for
research go on to
make a purchase.
Source: Google/Nielsen, "Mobile Path to Purchase" study,
November 2013, United States
20. Source: Ipsos Observer
of US
mobile device users
prefer Mobile Push
notifications for:
Appointment Reminders
Account Transactions
Special Offers
Upcoming Sales
Order Updates
21. 66% of smartphone users turn to their smartphones
to learn more about something they saw in a TV commercial.
Source: Google (2015)
23. Social Media is Influencing Purchase Decisions
of
consumersuse
socialmedia
networksfor
product
recommendations.
Source: Mintel, American Lifestyles (2015)
25. Social Media is Transforming Customer Service
50% of Consumers Prefer Social Media
to the Telephone for Customer Service
Source: Amdocs (2014)
Tactic: Social Listening (Using Social Studio from Salesforce Marketing Cloud)
26. The “Effortless” Customer Service Experience
Source: CEB Analysis 2013 – The Corporate Executive Board
32. Customers Expect Relevant 1:1 Experiences at
Every Point of Engagement and Interaction
Connected
Customers
Connected
Brands
Web Store CommunityEmailSocialMobileProduct
Connected
Experiences Stadium
36. Volvo CE Lead Management Workflow
Salesforce Marketing Cloud integration with
CRM system enables Volvo sales reps to track
leads, manage opportunities
Lead report sent via
Salesforce Marketing Cloud
to Volvo sales rep
Personalized “Thank You”
email sent via Salesforce
Marketing Cloud to customer
Data
Cleansing
Lead Scoring
Data Integration in CRM
37. Volvo Construction Equipment’s digital
marketing solution helps dealers to sell
$100 million dollars worth of new and
used equipment each year.
38. 2
Use Data to Deliver
Content that is
Relevant and Helpful
39. Personalized Content Drives Higher Conversion
Email
Mobile
Online
Personalization can deliver
5-8 times the ROI on
marketing spend, and can
increase sales by 10% or
more.
Source: McKinsey & Company (2015)
40. Data is the
“Digital Fuel”
for Delivering a
Relevant 1:1
Customer
Experience
Customer Insight is comprised of
Explicit (Reported) Data + Implicit (Observed) Data
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
Point of Sale
Demographic
Email Address
Physical Address
Gender
Age
Product Needs & Interests
Customer Insight
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
41.
42. Room & Board Delivers a Personalized Shopping
Experience -- Online and Offline
Delivers personalized product
recommendations via Email and the
Room and Board website
Direct conversion from customers who
engage with predictive content is 150%
higher than the site average
Kimberly Ruthenbeck
Director of Web Customer Experience
“Our goal is to present the customer
with content that is relevant, not
invasive.”
48. 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
49.
50. 1:1 Clienteling Automated Clienteling
MARKETING
• Campaign & Audience Management
• Consumer Journeys
• Display Advertisement
• Social Studio (Listen/Engage/Publish)
• Analytics (Web and In App Mobile)
• PredictiveIntelligence & Personalisation
• Production & Content Management
CONSUMER
APPLICATION (Web and Mobile App)
• eCommerce Integration
• POS & IOT Integration
• Consumer Engagement Apps
• Pixel Perfect Design
Master Data
• Consumer Master Data
• Vendor Master Data
• Product and Location
Sales
• Consumer Orders
Consumer Service
• Live & Video Chat
• SOS Button
B2B & Employee Application(Web & Mobile)
• Purchase Orders
• Store Orders
Community
• Vendor Community
• Employee Community
• Consumer Community
Loyalty Execution Instore IS
InStore
Store Services Consumer Services
Product Ratings
Next Best Offer
Live Video Chat
Community
EmployeeServices,Store
Operations
SustainabilityClick & Collect
Mobile Payments
Pick-UpOrders
Return Services
Kiosk
Product Rentals Catalogue
Newsletter
Social Consumer Services
Product Information Social ServicesPOS Coupons
TailoredPromotions,
ProductPlacements
Benefits,Compensation,
Education
Product Recommendations
Consumer Care
Telephony Social
Surveys Chat
Social Media Integration
SEO/SEM
Social Commerce
Content ManagementActive Audiences
Predictive Selling
Social Push
Social Advertisement
Lookalikes
Digital Channel Services
AdWord Management
Search
Merchandising
Online Shop Services
Assortment Planning
Promotion Planning
Forecasting
Surveys/Audit
Prediction Planning
In Store Operations
Workforce Management
Employee Onboarding
Store Inventory Management
Scheduling
Store Analytics
Store Digitalization
Collaboration
Employee Apps
IoT Services
Automated Services
Automated Replenishments
Recognition
Gamifictation
HR & Employee Services
Recruiting Onboarding Employee Helpdesk
Training Performance Management
Employee Motivation
Media Management
B2B Services
Vendor Onboarding
B2B2C eCommerce
Trade Promotions
Contract Management
Process Payments and Orders
Integration WebServices/
REST API
ANALYTICS
• SmartDataServices
•DataSciences
BatchAPI
Integration WebServices/REST API
REST API
Order Management Services
OMS
Stock/Virtual Stock
PIM
Subscription Management
Product Catalogue
Mobile Coupons
Payment Options Wish list/Friends List
Return Management
One Click Shopping Geo Location
Email
Mobile Push
SMS / MMS
Web Analytics
Diagnostics
Geo location/Beacon
One Touch Orders
Robot Clientelling
Cross-Sell Engine
Create and manage orders
ConsumerServiceEngagement
Partner Ecosystem/Integrated
Operations
Promotions,TailoredCoupons,
Consumer,Information,Mobile
Push
Supply Chain Services
B2B Integration - EDI
Tracking Services
Warehouse Management
SCM Insights/Dashboards
Logistics/Delivery
In-Store Tailored Promotions,
Product Placements
Consumer Engagements
Recommendation
Order Processing, Stock Management, Promotions, Shipments
PLATFORM
•IntegrationServices
•B2B&EmployeeApplication(Web&MobileApp)
•IdentifyManagement
•AuthenticationandAuthorization
•Mobile
•BigDataObjects
•DataManagementTools
•DataModelingTools
Finance
IoT
•Business Rules&Orchestration
•Real-TimeEventProcessing
•RichContextualDataatRest
HOW TO BUILD A SINGLE VIEW OF A CUSTOMER
Knowledgbase
51. Marketing Cloud: The Extensible Platform
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
55. thank y u
Rupen Shah
ISV Alliances & Strategy, Salesforce Marketing Cloud
rupen.shah@salesforce.com
Editor's Notes
125,000+ customers surveyed to understand drivers of loyalty
5,000+ customer service reps surveyed to understand drivers of performance
100+ companies surveyed to understand impact of policies and processes
When our partners succeed, we succeed. Since the launch of the AppExchange in 2006, we have focused on helping our partners build cloud businesses. And you can see that our partners’ incredible success has attracted not only more partners, but more customer installs and more partner revenue overall.