1:1 Journeys Driving the Personalized Constituent Experience
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Whether it be driving change in civil society or the delivery of quality education, social change requires authentic engagement. 1:1 lifecycle and lead qualification marketing campaigns provide a great framework for building authentic relationships. Two leading innovators will share their real-world experiences and showcase how they’ve achieved phenomenal success.
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1:1 Journeys Driving the Personalized Constituent Experience
- 1. 1:1 Journeys Driving the Personalized Constituent Experience Linnae Selinga Communications Manager College for America, SNHU Maggie Horikawa Email and Product Marketing Associate DonorsChoose.org @dcmaggieh Brittany Whittemore Marketing Manager College for America, SNHU
- 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. DonorsChoose.org + Salesforce Marketing Cloud Maggie Horikawa, Email and Product Marketing Associate at DonorsChoose.org @dcmaggieh
- 4. About DonorsChoose.org - link
- 6. Testing with the Salesforce Marketing Cloud to design “brutally effective” emails
- 7. Salesforce Marketing Cloud + DonorsChoose.org • Donor & teacher outreach • Primary communication channel • 1.7 million donors & 600K teachers • SFMC: Sender Authentication, Automation Studio, Conversion Tracking • Nightly Sync with Salesforce
- 8. Keeping Donors in the Loop Receipt Special Delivery
- 10. The Power of One
- 11. A/B Test
- 13. Name Matching • Matched donor to a teacher with the same name • Tested name matched teacher against random teacher match for customer relation purposes
- 14. Valentine’s Day Results • Name match 3x effective as control • Higher average donation • $/email delivered higher • No customer service complaints
- 16. Birthday
- 17. Conclusion The Power of One Personalization Testing, testing, testing 1 2 3
- 18. Uncommon core: marketing in a B2B2C nonprofit college Linnae Selinga, Communications Manager, @Linnae_SP Brittany Whittemore, Student Marketing Manager College for America at Southern New Hampshire University
- 19. College for America at Southern New Hampshire University Cost effective—only $2,500 per year per employee/student Built for working adults Highly applicable to the workplace 1 2 3
- 20. Business-to-business marketing Reach, capture, and qualify: • Decision makers invested in learning and development • Organizations with more than 1,000 employees • Not competitors, media, or other stakeholders
- 21. Inbound marketing: Cutting through the noise A two-step contact form helps us gain a lot of information with minimal friction. Qualifying questions help us quickly identify priority leads, so we can use our staff wisely. How many employees are in your organization? • 1,000 or fewer: directed to a self-service site • 1,000 or more: manually reviewed What is your core industry? • Colleges, consultants, and policy makers are routed to a page for stakeholders • Potential partners are automatically assigned and contacted
- 22. Easy to build A form builder tool makes it easy to create form fields, add custom copy, and automate completion actions. Even with more advanced features, a developer can easily tune the form.
- 23. Insightful reporting Pardot identifies how leads arrive at the forms so we can optimize our time and spend on effective channels and campaigns. Account Name Pardot First Referrer Pardot Campaign Pardot Form Indiana Farm Bureau Insurance http://collegeforamerica.org/workforce- development-through-higher-education/ Website Tracking Become a Partner Seniors Vs. Crime Website Tracking Become a Partner Healthcare Financial Management Association http://collegeforamerica.org/blog/workforce- insight/page/2/ Healthcare Report 2014 Healthcare Report 2014 Commonwealth of Virginia Yahoo search URL Talent management panel Talent Management panel -- gated Crestline Hotels & Resorts Website Tracking Vital Employer Not Found
- 24. Business-to-student marketing Rethinking one-to-one personalization • Customizing nurture tracks through landing pages • Automating lead touches to amplify resources • Using performance metrics to better inform future partners and personalization
- 25. Customized landing pages for one-to-one personalization Partner specific forms • Variable URLs • Automation Rules Personal URL Customized branding and messaging Completion actions to trigger customized • Drip campaigns • Recruitment tracks
- 26. Automating lead touches to amplify resources Landing Page Application
- 27. Customized nurture track using drip campaigns and landing pages CfA Apply Anthem (traditional model) Partners HealthCare (partner specific model) CfA New Process Apply = Landing Page + Drip Campaign = Landing Page
- 28. New Process Using metrics helps us find holes and optimize landing pages for future personalization Apply Form optimization “What do I do now?” Drip Campaign Results: 72% open 63% click through Low submit rates 15% submissions 35% average
- 29. Rethinking one-to-one personalization Rethinking one-to-one marketing to create larger cohorts to market to while still offering personalized experience. Customizing landing page, nurture tracks, and drip campaigns Using performance metrics to optimize recruitment funnels and better inform future campaigns 1 2 3
Editor's Notes
- Key Takeaway: SFDC is a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.com. Talk Track: Before I begin, just a word from our lawyers. While the Foundation is a separate entity from salesforce.com as we are a nonprofit organization, we will be talking about salesforce.com’s products. Salesforce.com is a publicly held company and this is our safe harbor statement which if you cannot read, you can find on our website. Any purchasing decisions you make, should be made based on currently available technology.
- My name is Linnae Selinga and I am the communications manager at College for America at Southern New Hampshire University. We are both higher education and a nonprofit, so we get both the benefits and challenges that come with each. But that’s not our only interesting dichotomy. We also have a B2B2C marketing model -- we first market our college to employers, then we market to their employees. Here’s how that works out:
- As a mission-driven university, we are fueled by making affordable, high quality higher education available to more Americans. And do accomplish that goal, we decided to partner with employers to make degree programs more accessible to working adults, especially those on the frontline who often don’t otherwise have the opportunity. What does accessible mean in this context? Cost effective Built for working adults – online, self scheduled, self paced Workplace applicable It helps employers cost-effectively upskill their workforce with programs built on real labor market needs, and it helps employees advance their lives and careers.
- Because of our very low cost, we need to be able to use our marketing dollars and staff wisely. So we work within some specific parameters in terms of who we market to and what kinds of organizations we partner with – namely we look to reach decision makers so we minimize the time we spend working our way up through the organization. We look to partner with employers that have more than 1,000 employees and have a large base of them who have no college degree or an associate’s degree. This parameter allows us to spend time developing partnerships with high potential to reach lots of people. Finally, we need to spend our time on organizations that have real potential, so while we appreciate the interest from stakeholders, we don’t want our partnership developers spending time developing those relationships. So we need to use marketing automation to help us weed through some of the noise to help our partnership developers focus.
- Enter Pardot marketing automation! One of its neat features is its forms builder, which les users very easily build forms for landing pages. These forms sync with Salesforce, so you can ask users for information, for example if they want to download a piece of content, and Pardot will talk to Salesforce and create and populate a new record automatically. How does that help with lead qualification? We’re trying out new functionality that spurs different “completion actions” or outcomes based on how you answer a question. For example, we ask what the user’s core industry is – if we identify that they’re a consultant, community college, or workforce policy maker, these users each get redirected to their own unique landing page with information for their cause. If they’re in an industry we work with, they are automatically assigned to a partnership developer… AS LONG AS… They meet our second criteria – and that is employee size. If they are in the right industry and have more than 1,000 employees, then they’ll be routed to the partnership developer and receive a manual contact. If they are smaller than 1,000, then they are handled in a different way.
- So here’s a quick look at the backend of the forms builder. It’s a really intuitive tool that’s very easy to integrate with Salesforce. The modern user interface, point and click and drop down options make it easy for someone with no development experience to build attractive, valuable forms. And for more advanced options like the one that we’re using for the routing I just showed you, Pardot support provides code for a developer to drop into the form, so even advanced options are simple as long as you have access to the right people for a short time.
- Now, this forms pre-qualification and routing is a new feature, so we don’t have any data on efficiency of leads handing yet. However, we do use Pardot categorical data for the “reach” part of qualifying leads. Using Salesforce, we can pull reports that indicate how our new contacts are find their way to our website via the “first referrer” field. We can also identify the conversion point. This gives us insight into the most frequent ways people are finding their way to our website and then ultimately converting, as well as which forms or assets are the most compelling.
- INTRO As linnae said – we market to students with in each employer partner As much as we’d like to treat every prospective student as an individual lead - build a personal relationship with each one to drive them to conversion or application – we can’t Our mission – to remove barriers to education – especially cost Lowering the cost for our student means reducing our resources – so we need to amplify all the resources we do have. This drives us to rethink the way we look at one-to-one personalization A lot of employers speaks with their employees in a certain way and some have even built a brand within their companies. It only makes sense that we capitalize on that relationship and carry it through our marketing efforts. For us – our one-to-one personalization means personalizing marketing campaigns for each of our partners to subsequently build a relationship with each prospective student within those partnerships. In other words – finding a larger cohort within our lead pool allows us to build a personalized experience with each constituent within that cohort without burning through our resources Pardot allows us to do a lot of this one-to-one personalization by.. CUSTOMIZING NUTURE TRACKS THROUGH LANDING PAGES Every partner is different in a number of ways Different policies Different culture Different ways of speaking to their employees So Customizing landing pages to meet those partner parameters is the first step to building a relationship with our constituents AUTOMATING LEAD TOUCHES TO AMPLIFY RESOURCES We Know that having multiple touches is critical to recruiting students – especially full-time working adults But, again, we don’t have the resources to contact every prospective student Using drip campaigns to automate touches helps us maintain the relationship and keep students engaged And finally USING PERFORMANCE METRICS Digging into metrics from forms, drip campaigns, and emails, we’re able to find out where students are getting stuck in our funnels and rethink what we need to do to keep them moving This information helps inform our future partner tracks, giving us the right tools and guidance to build-out campaigns
- Customizing landing pages for each partner allow us to give prospective students a personalized experience It also gives us an opportunity to better manage each partner-campaign Pardot gives us a lot of options for building out customization URL Customizing the URL gives and opportunity to add personalization to print marketing BRANDING/MESSAGING Using the branding/messaging throughout the page allows us creditability by association And it also gives prospects a familiar touch which gives us a leg-up in building that relationship with each student PARTNER FORMS Pardot forms allow us to assign leads certain fields and tags that make them manageable using segmentation on the backend COMPLETION ACTIONS Form completion actions allow us to assign leads to lists, trigger auto-email responders and drip campaigns, and using redirects to jump into partner specific nurture tracks. END Having flexibility right off this customization on our first impression piece is really important for building a relationship with the students we can’t connect with individually.
- START We try to automate manual processes as much as possible. As much as we want leads to go from first impression to conversion we do lose a lot of students along the way. Only about 25% of people who view our page say “yes I’m interested”, and less than half of them will actually make it to the application So it’s really important that we nurture those leads as best we can with the limited resources we have Which is why we relay heavily on automating lead touches using drip campaigns CLICK CLICK CLICK We get the sense that about 10% of our leads get to the application via drip campaigns and that the MOST of them refer back to emails for information and links Using copying tools, we can easily build out personalized drips for each employer partner campaign to speak directly to our prospects and give them an extra personal touch END Engaging students with drip campaigns relieves some of the manual work on our end and helps bridge the gap from interest to application
- Using the customized landing pages and drip campaigns we can Build out tracks for every partner - specific to how they communicate with their employees or what their enrollment needs are Here are two bare-bones partner tracks that are a little bit different Anthem uses our traditional track that includes a lot of avenues for learning and a lot of drip campaigns to maintain engagement and build relationships Whereas, Partners HealthCare is a really hands-on partner. They want to communicate directly with prospects – so we eliminated some drip campaigns And they also wanted to insert an new process before students applied We were easily able to add this process into our landing pages using Pardot - so we were still able to track students movement and use metrics We were able to build a nurture track to fit their needs and better communicate with our leads
- Because we are constantly building out new campaigns, we want to make sure they are working properly and we’re gaining experience from building them. As we started to use the Partner HealthCare track, we found that leads were getting stuck at a certain part of the pipeline. We dug into our page metrics and found a few issues and resolutions For example we found low submit rates early in the track – only seeing about 15% submissions on this page when we typically see 35% All we needed to do was optimize the form on that page and we saw that the rates increased to meet our average We also found leads getting stuck at the end of the pipeline so we added a new drip campaign and immediately saw high open rates and click-throughs and finally more conversions Keeping a close eye on our metrics helps to find clogs in our customized nurture tracks and come up with solutions so we can better maintain our student leads and nudge them through the pipeline
- ONE Our definition of one-to-one marketing focuses on personalizing for a larger cohort that can then trickle down to individual constituents – giving them a personalized feel without burning throguh our resources. TWO We can build that personalization by using customization tools that Pardot offers by creating partner-specific landing pages and drip campaigns that work together to make a personalized nurture-track THREE Finally, we use performance metrics to monitor each campaign and to better inform our future campaigns for future partners So finding a larger cohort within the lead pool to build one-to-one experience with allows us to personalize the experience and amplify our resources