You know a lot about your constituents, but are you leveraging that data to deliver relevant marketing campaigns to increase recruiting and admissions performance, redefine the student experience, fortify alumni relations, and increase fundraising efforts? Your constituents expect 1:1 experiences – communications that provide the information they need the moment they need it. Join us to learn about how ExactTarget can help you plan and optimize the student experience, deliver personalized content across all channels and measure your impact. The University of Texas at Austin McCombs School of Business will also share and demo how they are using ExactTarget to segment their constituents for more personalized interactions and manage their preferences. Who Should Attend: IT, Recruiting, Admissions, Student Affairs, Student Services, Advancement, Outreach, and Marketing Professionals Speakers: Vadim Gorelik Assistant Director, Enterprise Systems The University of Texas at Austin McCombs School of Business Susan Marshall Senior Director, Product Marketing Salesforce Sandra Sanvido Senior Director, Higher Education Product Marketing Salesforce Foundation

1. Crafting the Ultimate 1:1
Student Experience
Decemb e r 11, 2014

2. Featured Presenters
Susan Marshall
Sr. Director, Product Marketing
Salesforce
Sandra Sanvido
Sr. Director, HE Marketing
Salesforce Foundation
Vadim Gorelik
Asst. Director, Enterprise Systems
University of Texas at Austin

3. 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
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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.

4. Celebrating 15 Years of
Customer Success
World’s #1 CRM company
World’s most admired software company
#1 most admired
in software
World’s most innovative company
#7 best company
to work for
2011 • 2012 • 2013 • 2014 4TH YEAR IN A ROW!

5. 1-1-1
Model adopted by:
sharethemodel.org
Celebrating 15 Years of Giving Back
$73M+
Grants
743K+
Service Hours
23,000+
Nonprofit Organizations
1% Time 1% Equity 1% Product

6. Become a Connected Campus: Put Your Students at the Center
360° student view
Marketing
Communications
Student Success
Recruitment
Advancement
Community
Engagement

7. Salesforce1 for Higher Ed Solutions
Recruitment
Donor Management
Alumni Relations
Gift processing
Early Warning
One Stop Shop
Advising
Career Services
Recruiting Automation
Events Management
Social Prospecting
Cross-channel
Marketing
Campaigns
Social Media
Journey Building
Prospect Community
Student Community
Alumni Community
Faculty Community
Student Success Advancement Marketing
Communications
Community
Engagement

8. The Journey Is the Reward
Craft the Ultimate 1:1 Student and Alumni Experience
Susan Marshall
Sr. Director Product Marketing, Marketing Cloud
smarshall@salesforce.com
@s_marshall

9. Students Are on a Journey With Your Brand
Click
Facebook Ad
Evangelize on
Facebook
Download Tuition Paid App Mobile Opt-In
Contact Student
Services
Service Issue
Resolved
Personalized
Content Email
Newsletter Sign-Up

10. *Transforming Customer Experience: From Moments to 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. The Customer Journey Connects Discrete Interactions
Acquire
Onboard

12. First Purchase
Engagement

13. These Actions are Isolated for Many Universities
Your Institution
Your Student

14. Pulse Check – Where Are You Now?
Do you know who
your students really
are?
Are you defining
their experience?
Are you engaging on
multiple channels?
Are you measuring the
impact on your goals?

15. How do you create a 1:1
student experience?

16. Create a Contextual View of Your Students

17. Track Where Your Students Are in Their Journey

18. Engage with Your Students as Individuals

19. Measure the Impact on Your Institution

20. Marketing Cloud
The Platform for 1:1 Student Journeys
Build a single view of your constituents
Plan and optimize the student journey
Deliver personalized content across every channel
and device
Measure the impact
Journeys Contacts Content Channels Analytics Apps

21. Proven Success in Higher Education
84 %
Improved Ability to Achieve Mission
86 %
Improved Overall Efficiency

22. How Does It Work?
Apps
Connected Apps
Connected
Products
Connected Spaces
Content
Asset
Management
Workflow &
Approvals
Versioning
Channels
Email
SMS/MMS
Push Notifications
Social
Advertising
Web Experiences
Group Messaging
Journeys
Maps
Interactions
Metrics
Analytics
Reporting
Dashboards
Web & Mobile
Analytics
Contacts
Contact
Management
Segmentation
Tools
Events and
Triggers
Predictive
Intelligence

23. “We need to better
serve our alumni
and increase
purchases at our
campus store”
First
Purchase
Repeat
Purchaser
Loyal
Constituent
Anonymous
Browser
Known
User
University

24. Meet Susan
42 year-old, mother of three
Northern Trail Alum ‘92
Planning Colorado hiking trip

25. Susan Starts Her Journey with Google
Hiking in Colorado

26. Her Search Leads to the Campus Store – Northern Trail Outfitters

27. Susan Explores Northern Trail Outfitter’s Campus Store
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear

28. She Creates an Account through Facebook
Anonymous32485
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis

29. Susan Receives Her First Personalized Message
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome

30. She Receives Targeted Offers through the Mobile App
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome
MOBILE: App Installed

31. Susan’s In-Store Experience is Enhanced with Mobile
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location
MOBILE: App Installed

32. She Receives a Receipt with Personalized Content
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase
MOBILE: App Installed

33. Susan Posts to Facebook about Her Great Experience
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase, Advocate
MOBILE: App Installed

34. Susan’s 1:1 Customer Journey

35. What Can Northern Trail University Do Next?
Create individual interactions, at scale,
with millions of constituents
Communicate through multiple channels
Leverage data and insights, optimizing
interactions
Measure performance across the entire journey
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: smarshall@gmail.com
LOCATION: Indianapolis
JOURNEYS: Welcome, Location,
1st Purchase, Advocate
MOBILE: App Installed

36. Marke&ng Cloud @ McCombs
The
Start
of
Something
Beau1ful

37. Current State of Communications
Constituents Departments
Students
Alumni
External
Academic
Departments
Centers
Alumni/Development
Transactional
/
Commercial
Platforms
Email
Mobile
Social
Experiential
Net
Result
VIP

38. Challenges to Solve
• Simpler Things
§ Subscrip)on
preferences
§ Email
frequency
• Higher Order Functions
§ Journey
builder
§ 1:1
Marke)ng

39. Solution
• Adapt Marketing Cloud as the communication
platform
§ Centrally
fund
to
encourage
adop)on
• Integrate Marketing Cloud and Salesforce
§ Detailed
instruc)ons
and
about
40
minutes
of
clicking
and
typing
• Build a Preference Management center in
Salesforce
§ Exper)se
already
exists
§ Allows
for
crea)on
of
campaigns
and
reports
in
Salesforce

40. Preference Center
• Add a custom multi-select field to Contact object

41. Preference Center

42. Preference Center
• Modify Unsubscribe link to point to the Preference
Center
§ Work
with
Marke)ng
Cloud
to
setup
the
link
and
to
pass
18
digit
contact
or
lead
ID
• Setup lists and workflows to ensure subscription
preferences are captured
§ RFIs
§ Imports
from
other
third-­‐party
tools
• Run reports and campaigns keeping the custom
subscription field in mind

43. Email Marketing
• Reports and Campaigns – Executive Education
§ U)lizing
class
par)cipa)on

44. Journey Building
RFI
Information
Email
with
a
discount
code
to
update
Preference
Center
Themed
Email
based
on
Preference
Center
General
Email
with
class
schedule
Completed
Preference
Center
Didn’t
Complete
Preference
Center
Didn’t
Register
Didn’t
Register
Transactional
Emails
Registered
Registered
#
days
after
completion
of
Promotional
email
with
information
on
related,
upcoming
classes
class

45. Thank you

46. Upcoming Events
Marketing Cloud Deep Dive Demo webinar
December 18 at 11:00 am PST/ 2:00 pm EST
Featuring: Greg Hammen, Salesforce and Vince Salvato, Sierra-Cedar
Higher Ed Summit
February 12-13, 2015
Miami, FL
salesforcefoundation.org/hesummit15