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The Journey Is the Reward
Create 1:1 CustomerJourneyswith Marketing Cloud
​Lotta Laurin
​elaurin@salesforce.com
​@evlaurin...
Safe Harbor
Safe harborstatementunderthe PrivateSecuritiesLitigationReformAct of 1995:
This presentationmay containforward...
Fragmented 1:Many Untargeted Seamless 1:1 Journeys
UNKNOWN KNOWN
Being a Marketer is REALLY Hard
“4 out of 5 CMOs anticipate a
high level of complexity over the
next 5 years ~ but only 50% feel
ready to handle it”.
IBM ...
We create 2.5 quintillion bytes of data
every day.
Techcrunch
YouTube’s 490 million users upload more video in
60 days than the three major U.S. television
networks created in 60 years
77% of consumers
don’t want a relationship with
a brand.
HARVARD BUSINESS REVIEW
Create 1:1 Customer Journeys with Marketing Cloud
Sales
Service
Marketing
CommunityApps
Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Opt-inDownload App
Contact Customer
Support
Evangel...
*Transforming CustomerExperience: From Momentsto Journeys, 2013
Journeys are strongly
correlated with business outcomes.
+...
Marketing Cloud
​The Platform for 1:1 Customer Journeys
​Build a single view of the customer
​Plan and optimizethe custome...
Thank you
Salesforce Marketing cloud
Who is Corona Direct?
X
X
• DIRECTINSURER
• SIMPELANDEASY
• COMPETITIVEPRICING
• NO BROKER
Who is?
- What will Corona Direct do with it?
- Salesforce Marketing Cloud
Why Salesforce?
​Need for a marketing database:
• product interests
• product interest scoring
• interests scoring
• personaliseddata
​Goa...
Ignition One
What will Corona Do with it?
oracle
Salesforce MarketingCloud
What will Corona do with it?
Salesforce Marketing Cloud
MARKETING MAILS TRIGGERED SENDS
JOURNEY BUILDER OPERATIONAL MAILS (API)
• Per Salesforce object
• Criteria on all object fields
Salesforce Marketing Cloud
TRIGGERED SENDS
Triggered Sends
Salesforce Marketing Cloud:
• Customer Selection from one DE
• Criteria on Multiple DE
Salesforce Marketing Cloud
JOURNEY BUILDER
Journey Builder
Salesforce Marketing Cloud:
Member gets Member
Marketing Cloud - Journey Builder
1 Person becomes customer Email with welcome message
2 Wait for one w...
Journey Builder
Salesforce Marketing Cloud:
Radian 6
Social:
Radian 6
Social:
Radian 6
Social:
SocialStudio
Whats next in social?
Thank you!
RolandHarms
Online Business Development Manager
CoronaDirect
Essentials BLX Marketing Cloud Breakout
Essentials BLX Marketing Cloud Breakout
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Essentials BLX Marketing Cloud Breakout

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Essentials BLX Marketing Cloud Breakout

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Essentials BLX Marketing Cloud Breakout

  1. 1. The Journey Is the Reward Create 1:1 CustomerJourneyswith Marketing Cloud ​Lotta Laurin ​elaurin@salesforce.com ​@evlaurin ​
  2. 2. Safe Harbor Safe harborstatementunderthe PrivateSecuritiesLitigationReformAct of 1995: This presentationmay containforward-lookingstatements that involve risks, uncertainties,and assumptions. If any such uncertaintiesmaterializeor if any of the assumptions provesincorrect,the resultsof salesforce.com, inc. could differmateriallyfrom the results expressed or implied by the forward- looking statements we make.All statementsotherthan statements of historical factcouldbe deemed forward-looking, including any projectionsof productor serviceavailability, subscribergrowth,earnings,revenues,or other financialitemsand any statementsregardingstrategiesor plans of managementfor futureoperations, statementsof belief, anystatements concerningnew, planned,or upgradedservices or technology developments and customer contracts or use of our services. The risks and uncertainties referredto above include– but are not limitedto – risks associated withdeveloping and delivering newfunctionalityfor our service,new productsand services, our new businessmodel,our past operatinglosses,possible fluctuations in our operatingresults and rateof growth,interruptions or delays in our Web hosting, breachof our securitymeasures,the outcomeof any litigation,risks associatedwith completed and any possiblemergers and acquisitions,the immaturemarket in which we operate,our relativelylimited operating history,ourability to expand,retain, and motivate our employees andmanage our growth, newreleases of our service and successfulcustomer deployment,our limitedhistoryreselling non-salesforce.com products, and utilizationand selling to larger enterprisecustomers. Further information on potential factors thatcould affect the financial resultsof salesforce.com, inc.is included in our annual report on Form10-K for the mostrecent fiscal yearand in our quarterlyreport on Form 10-Q for the most recent fiscal quarter.These documents andotherscontaining important disclosures are availableon the SEC Filings sectionof the Investor Informationsectionof our Web site. Any unreleased servicesor features referenced in this or other presentations, press releasesor publicstatements are not currentlyavailableand may not be deliveredon time or at all. Customers who purchaseour services shouldmake the purchase decisionsbased uponfeatures thatare currently available.Salesforce.com,inc. assumes no obligationand doesnot intend to update these forward-lookingstatements.
  3. 3. Fragmented 1:Many Untargeted Seamless 1:1 Journeys UNKNOWN KNOWN Being a Marketer is REALLY Hard
  4. 4. “4 out of 5 CMOs anticipate a high level of complexity over the next 5 years ~ but only 50% feel ready to handle it”. IBM CMO Study
  5. 5. We create 2.5 quintillion bytes of data every day. Techcrunch
  6. 6. YouTube’s 490 million users upload more video in 60 days than the three major U.S. television networks created in 60 years
  7. 7. 77% of consumers don’t want a relationship with a brand. HARVARD BUSINESS REVIEW
  8. 8. Create 1:1 Customer Journeys with Marketing Cloud Sales Service Marketing CommunityApps
  9. 9. Click Facebook Ad Newsletter Sign-up Personalized Content Email Mobile Opt-inDownload App Contact Customer Support Evangelize on Facebook Support Issue Resolved First Purchase The Customer Journey
  10. 10. *Transforming CustomerExperience: From Momentsto Journeys, 2013 Journeys are strongly correlated with business outcomes. +36% Customer satisfaction +19% Likely to stay/renew +28% Willingness to recommend +33% Less likely to cancel/churn
  11. 11. Marketing Cloud ​The Platform for 1:1 Customer Journeys ​Build a single view of the customer ​Plan and optimizethe customerjourney ​Deliverpersonalizedcontent acrossevery channel and device ​Measure the impacton your business Journeys Contacts Content Channels Analytics Apps
  12. 12. Thank you
  13. 13. Salesforce Marketing cloud
  14. 14. Who is Corona Direct? X X
  15. 15. • DIRECTINSURER • SIMPELANDEASY • COMPETITIVEPRICING • NO BROKER Who is?
  16. 16. - What will Corona Direct do with it? - Salesforce Marketing Cloud Why Salesforce?
  17. 17. ​Need for a marketing database: • product interests • product interest scoring • interests scoring • personaliseddata ​Goal for this data: • personalisedcontent • online • emails • website • offline • phone • paper Some Background
  18. 18. Ignition One What will Corona Do with it? oracle
  19. 19. Salesforce MarketingCloud What will Corona do with it?
  20. 20. Salesforce Marketing Cloud MARKETING MAILS TRIGGERED SENDS JOURNEY BUILDER OPERATIONAL MAILS (API)
  21. 21. • Per Salesforce object • Criteria on all object fields Salesforce Marketing Cloud TRIGGERED SENDS
  22. 22. Triggered Sends Salesforce Marketing Cloud:
  23. 23. • Customer Selection from one DE • Criteria on Multiple DE Salesforce Marketing Cloud JOURNEY BUILDER
  24. 24. Journey Builder Salesforce Marketing Cloud:
  25. 25. Member gets Member Marketing Cloud - Journey Builder 1 Person becomes customer Email with welcome message 2 Wait for one week Customer receives cross-sell mailing for all products 3 Wait for two weeks Customer receives MemberGetsMember mail 4a Customer does not open email within 5 days Customer receives reminder mail 4b If opened, but no new member within a month Customer receives new MGM, But with adapted text 5 Wait one Month Customer receives a survey, With as the last question “Would you recommend Corona?” 6 If Customer would recommend Corona Customer receives new MGM mailing, with referral to the survey 7 …. etc ...
  26. 26. Journey Builder Salesforce Marketing Cloud:
  27. 27. Radian 6 Social:
  28. 28. Radian 6 Social:
  29. 29. Radian 6 Social:
  30. 30. SocialStudio Whats next in social?
  31. 31. Thank you! RolandHarms Online Business Development Manager CoronaDirect

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