Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud


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By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You'll leave this session inspired to create stronger more meaningful connections with your constituents!


Jason Belland, Senior Associate Director, Online Media and Technology, Columbia Business School
Jason Belland currently serves as Senior Associate Director of Online Technology at Columbia Business School Executive Education. His career in higher education spans 13 years, during which he has led innovation on projects including distance and online learning, CRM implementation, and website management. Jason speaks and consults internationally on the role of IT in delivering customer relationship management solutions to organizations.

Gordon Evans, VP of Marketing, ExactTarget Marketing Cloud,
Gordon Evans is the VP of Product Marketing for the Salesforce ExactTarget Marketing Cloud, where he and his team are responsible for messaging, positioning and go to market strategy. In the past eight years at, Gordon helped build’s award-wining public relations and social media teams, and launched some of the company’s most exciting initiatives, including the AppExchange and Gordon has more than 20 years of experience in enterprise software and cloud computing product marketing, social media and PR, and has held a variety of positions at Epiphany, Digital Island and Novell.

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Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud

  1. 1. /Salesforce.comFoundation @SFDCFoundation Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
  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, 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, 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., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Enterprise Cloud Computing Market Share #1 World’s Most Innovative Company 2011, 2012, 2013 #1 Market Leader: Enterprise, MidMarket, SMB & Sales Force Automation #1 #1 in Enterprise Cloud Computing & CRM
  4. 4. 1% Time Equity Product 588,000+ Hours Service $55M+ Grants 20,500+ Non-profit Organizations 1/1/1 Model Adopted by
  5. 5. Become A Connected Campus: Connect With Your Students in a Whole New Way Connected Faculty/Staff Connected Careers Connected Alumni Connected Devices Connected Students
  6. 6. Featured Presenters Sandra Sanvido Director, HE Marketing Foundation Gordon Evans VP, Product Marketing Jason Belland Sr. Assoc. Director of Online Technology Columbia Business School
  7. 7. Gordon Evans VP Product Marketing @gordonevans  
  8. 8. Your Students & Alumni      Cloud . Social . Mobile . Connected Sales Cloud Service Cloud ExactTarget Marketing Cloud AppExchange Salesforce1 Platform APIs Salesforce1 Mobile App Salesforce1 Platform Services Heroku1 ExactTarget Fuel Salesforce1: A New Platform for the Future
  9. 9. Plan,  personalize  &  op/mize  the  student  &  alumni  journey   Build  a  single  view  using  data   Deliver  personalized  content  on  every  channel    
  10. 10. Plan OptimizePersonalize Manage the Entire Journey from Simple to Complex
  11. 11. Identify Lifecycle Touch Points Personalized Enrollment Email Athletic Event Reminder SMS Alert Alumni Fundraising Campaign Transaction Confirmation for Tuition Payment Campus Welcome SMS Alert
  12. 12. The World’s Most Powerful 1:1 Digital Marketing Platform
  13. 13. Customer Data Platform Scalable platform for aggregating & accessing customer data No Limits on Data Storage Any Source Data, from Anywhere Interactive, Visual Data Modeling
  14. 14. Unique, Individual Preference Profile Content, Product, Offer Automation Real-time, highly personalized interactions Predictive Intelligence Automatically predict and deliver the next best offer, product or content for every customer in real-time
  15. 15. Intuitive, drag & drop interface Cross-channel Real-time analytics Random, multivariate split testing Marketing Automation: Journey Builder Create personalized, automated customer journeys
  16. 16. Simple data connection model Complete view in Salesforce Highly personalized communications Salesforce Integration Leverage CRM data to segment & target across all channels
  17. 17. Using for the Single View Lead or Contact Campaign or Report ExactTarget Marketing Cloud Email Internet Service Provider (ISP) Subscriber Takes Action (Open, Click, Bounce, Forward to Friends, etc.) Subscriber Actions Updated to SFDC Lead/Contact and Aggregate Level for Bulk Sends (Open, Click, Bounce, Forward to Friends, etc.)
  18. 18. The World’s Most Powerful 1:1 Digital Marketing Platform
  19. 19. Email Trusted leader in Email used by over 10,000 customers worldwide Easy-to-use content, personalization, and testing tools Fast, highly scalable platform No scheduled downtime ISP reputation management, delivery tools, and mobile preview
  20. 20. Mailboxes 2:00 PM From: Northern Trail Outfitters Join myNTO Today Today at 12:00 Join myNTO Today Join myNTO today to start getting rewarded every time you shop at NTO. Collect up myNTO points and get great discounts. We think you might like this: Thermal-lined Windbreaker This windbreaker is thermal lined and rain resistant, providing comfort and convenience in all weather conditions. JOIN myNTO TODAY Welcome to Northern Trail Outfitters Alerts! Msg & data rates may apply. NTO Messages 2:00 PM Contact123-45 11:37Tuesday, February 11 Northern Trail Outfitters 6m ago 3 DAYS ONLY! Spend $75 Get Free Shipping. Excludes Clearance. Hurry! Offer ends Monday! slide to view SMS and push notifications Location-triggered messaging Responsive design Advanced targeting Mobile Reach your audience wherever they are and however they choose
  21. 21. Actionable visual insights Interactive, in-stream publishing Advanced workflow capabilities Social Listen, publish, and engage across all social channels
  22. 22. Self-service across Twitter and Facebook Easy-to-use advertising creation tools Reporting and analytics across multiple metrics Advertising Buy & optimize media at scale, creating custom audiences for ad targeting
  23. 23. Web Experiences Turn static websites into highly interactive, personalized experiences Websites and landing pages Web behavior tracking and triggers Predictive, personalized content Guided selling tools
  24. 24. HubExchange The app marketplace for marketers, by marketers Industry-leading marketing apps Browse, search, drop and go Enterprise distribution controls
  25. 25. The World’s Most Powerful 1:1 Digital Marketing Platform
  26. 26. Clemson University brings social media into the classroom Embraced 21st century change by modernizing curriculum Adopted state-of-the-art Social Media Listening Center Innovative group projects & interdisciplinary research Stock market prediction rate of 77% (up 784% in 7 weeks) We  are  early-­‐-­‐possibly  the  first-­‐-­‐academic   adopters  of  this  technology  and  approach.     -­‐    Jim  BoCum,  Chief  Informa/on  Officer,  Clemson  University    
  27. 27. Thunderbird School of Global Management Wanted to gather relevant information from both prospective students and alumni ExactTarget Marketing Cloud developed a custom profile center to nurture prospective students and alumni while also attracting donations Improved value to prospects and graduates through relevant messaging
  28. 28. Ivy Tech Community College One of the nations’s largest statewide community colleges with single accreditation Needed to streamline communications to prospective and returning students Developed automated cross-channel journey to deliver customized materials
  29. 29. Demo
  30. 30. 2008   Email  marke/ng  was  a  small  part  of  marke/ng  mix,   largely  comprised  of  email  newsleCers  and   broadcast  messages     2014   Email  marke/ng  at  founda/on  of  marke/ng  efforts,   complemen/ng  other  channels  are  more  focused  on   tailored  communica/ons    
  31. 31. Changing  expecta/ons  
  32. 32. Building  a  Founda/on   •  Website  inquiries   •  Program  survey  data   •  ACendee  interests  /  purchase  history   •  Sales  conversa/ons  
  33. 33. Deliverability  
  34. 34. Deliverability  
  35. 35. A/B  Tes/ng  
  36. 36. Dynamic  Content  
  37. 37. Referral/Upsell  
  38. 38. Data-­‐Centric   Editorial  Choices  
  39. 39. Repor/ng  
  40. 40. Results   •  A/B  Tes/ng  has  allowed  for  data-­‐centric  analysis  of  campaigns,  leading  to   more  effec/ve  messaging  with  higher  click  through  and  open  rates   •  Exact  Target  plaZorm  and  support  has  provided  significant  gains  in  email   deliverability   •  Customers  can    manage  their  rela/onship  with  us,  choosing  how  they   want  to  hear  from  us  and  about  which  topics   •  Integra/on  with  Salesforce  means  that  Sales  and  Marke/ng  are  now   connected,  not  opera/ng  on  separate  channels  
  41. 41. Next  Steps   •  Automa/on  with  Journey  Builder  technology   •  Op/mized  social  integra/on   •  More  personaliza/on