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How To Engage with Customers Through a Seamless Marketing Experience

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Please see the slides from our recent webinar "How To Engage with Customers Through a Seamless Marketing Experience". From this webinar you will learn about the evolution of marketing and how it is being driven by technology shifts in Cloud, Social, Mobile, Data Science and the Internet of Things. All of these technology shifts mean the customer experience is more important than ever and, therefore, creating a 360 degree view of your customers and 1-to-1 journeys for them, is crucial.

Guest speaker Simon Denny, Principal Consultant at Roost Consulting, discusses how to create these connected experiences, for the seamless customer experience.

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How To Engage with Customers Through a Seamless Marketing Experience

  1. 1. How to Engage with Customers through a Seamless Marketing Experience Prina Mandavia Product Marketing Salesforce @prina13m Simon Denny Principle Consultant Roost Consulting
  2. 2. Digital Transformation
  3. 3. Forward-Looking Statements 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. Marketing Continuesto Evolve The customer experience is more than marketing AI Social Mobile Cloud >Broadcast Marketing > YOUR AD HERE Digital Marketing 1-to-1 Customer Journeys
  4. 4. People-based, AI-driven marketing 58% of high-performing marketers lead Customer Experience across their business 3 Key Priorities for Marketers Connected experiences, not marketing Penetration rate - 56.1% of population in the UK on social networks in 2017 49% of marketers say email directly links to company revenue Back to basics: Email, Mobile, Social
  5. 5. Marketers lead the customer experience 58% of high performers lead customer experience Think beyond traditional channels Align across departments Map the customer journey 61% of leaders map the journey today
  6. 6. Browsers Offline IDs Email IBM will make Watson’s insights available directly within the Salesforce Intelligence Customer Success platform, so customers will be able to tap into Einstein’s customer relationship insights and Watson’s cross-sector data pool, spanning the likes of healthcare, financial services, retail and weather forecasting For example, Watson could analyse shopping patterns, weather and retail data, working in conjunction with Salesforce Einstein to help a retailer send automated personalised marketing emails to customers. source: Diginomica March 2017 Apps Activate people data TV Connect unknown to known Social Build 360 degree view
  7. 7. Email marketing drives revenue Mobile is integrated Social aligns with business metrics Get back to basics 49% of marketers say email drives revenue 145% growth in mobile push 39% of marketers say social generates significant ROI
  8. 8. People-based, AI-driven marketing 58% of high-performing marketers lead Customer Experience across their business 3 Key Priorities for Marketers Connected experiences, not marketing Penetration rate - 56.1% of population in the UK on social networks in 2017 49% of marketers say email directly links to company revenue Back to basics: Email, Mobile, Social
  9. 9. Simon Denny Digital Transformation, Principle Consultant
  10. 10. A quick introduction Marketing Consultant Business Change Director Customer Engagement & Ecommerce Director Commercial Director Publisher Brand Marketing Retail & Subscription Marketing Advertising sales Customer Service Sales Marke ng Brand Management Business Development Product Management Marke ng Transforma on Business Change Principle Consultant
  11. 11. Connected customer platform customer single view to sell, market & service for lifetime of customers eCommerce Product catalogue, billing, fulfilment, distributed eCommerce Content Management create, manage and publish content across multiple-platforms customer service management of inbound and outbound customer sales & support marketing tools to deliver more targeted, relevant communications, more efficiently Community & Membership Access & entitlement, gated content • Experience of integrating multiple applications to create customer management platforms with Salesforce; • Service Cloud • Marketing Cloud • Community Cloud • Commerce Cloud • Help teams define and transition to new platform
  12. 12. The Economist Source: http://diginomica.com/2016/04/15/the-economist-breaks-with-convention-for-digital-subscriptions/ • Acquisition managed by 3rd parties • Customer and subscription management supplied by 3rd parties • No single customer view • Limited self-service for customers to manage their account • Limited payment options • Inconsistent business processes
  13. 13. Creating the plan Evaluate the capability • Analyse as-is customer management processes, structures, pain-points • Analyse operational structures, processes and resources • Review integrations, customisations vs. configuration Align the vision • Define product vision • Set clear objectives and measureable key results • Align stakeholders around the product vision Deliver value • Clear roadmap • Phased delivery • Quick wins • Cutover and transition • Deliver backlog incrementally in BAU Define the problem • Understand business vision, strategy and recent history • Conversations with colleagues, staff, customers and partners • Understand current customer behaviour, pain-points and blockers Defining the problem and long-term solution… Propose & prioritise • Functional and non- functional requirements • Use case and business benefits • Prioritise, define MVP and backlog • Define scale of business change
  14. 14. Product management approach AWARENESS CONSIDERATION ACQUSITION SERVICE LOYALT Y CUSTOMER JOURNEY STAGES CUSTOMER JOURNEY STEPS Lead created Opportunity Need analysis Solution development Evaluation Negotiate Agree Deploy Optimise Evaluate Events Awards Testimonials Info Graphic Guide Testimonia l Thought leadership Thought leadership Activate CUSTOMER JOURNEY TOUCH POINTS Contract &Invoice Renew Lead qualified Operational structure Business processes Communication and contact strategy Technology requirements Data, segmentation, reporting and insight Great framework to DEFINE Interaction design
  15. 15. Product management approach Organise into cross-functional, objective based teams… Sales Managers Customer Insight & Segmentation Product Manager Front & Back-end Development Journey Planning, UX & Design Sales & Service Agents Business Analysis Administration & Configuration Customer Engagement & Outreach
  16. 16. Meeting Business Objectives • Building capability  Introduction of single customer view  Launch of subscription management platform  New cross-functional customer management team established • Refining the operating model  Standardised and rationalised business rules and processes  Formalised customer management strategy • Cost reduction  Net infrastructure savings
  17. 17. Single View What Does It Look Like? Sales Service Products Marketing Apps Analytics Communities What if your was all connected?
  18. 18. Marketing Cloud Drives Marketing ROI Source: Salesforce Customer Relationship Survey conducted March 2015 - May 2015, by an independent third-party, Confirmit Inc., on 4,600+ customers randomly selected. Response sizes per question vary Salesforce Predictive Intelligence Benchmark Report conducted 2013 on 140 million interactions sent by Marketing Cloud customers. Average Percentage Improvements Reported by Salesforce Customers Increase in Marketing ROI + 43% + 40% Increase in Revenue Influence + 41% Lift in Conversion Lift in Revenue per Web Session + 53% + 46% Faster Campaign Deployment
  19. 19. Learn more about customer engagement online – Salesforce.com/eu salesforce.com/stateofmarketing
  20. 20. Thank Y u

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