Joel Book presented on new rules for engaging connected consumers. He discussed how consumers are more connected, informed, and demanding than ever before. Brands must develop an omni-channel strategy to acquire customer data across multiple touchpoints and use that data to deliver personalized, relevant messages through every channel of the customer lifecycle. An effective customer engagement strategy relies on understanding individual customers and using data-driven insights to predict their needs and provide a seamless customer experience.

1. Marketing to the Power of ONE!
New Rules for Engaging The Connected Consumer
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook
1

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4. of
marketersplanto
increaseor
maintaindigital
marketing
spendingin2015.
Source: Salesforce Marketing Cloud - 2015 State of Marketing

5. By 2019, CMOs
predict digital
marketing will
account for more
than 75% of the
marketing budget.
Source: Accenture Interactive - 2014 CMO Insights

7. The New
Consumer
More Connected.
More Informed.
More Demanding.

8. of US
consumers use
the Internet to
research
products.
Source: UPS, comScore, & The e-tailing Group
“Pulse of the Online Shopper" 2014

9. of
shoppers
already know
what product
they want to buy
before ever
entering a store.
Bazaarvoice: "Social Trends Report 2013"

10. of the
B2B buying cycle
is complete
before the buyer
ever engages
Sales.
Source: Sirius Decisions

11. Smartphones and Tablets have surpassed
Desktop and Laptop PCs as the leading devices
consumers use for product research.
Source: Nielsen - "Mobile Path to Purchase: The New Shopper Mindset” June 2014

13. Source: Ipsos Observer
of US
mobile device users
prefer Mobile Push
notifications for:
 Appointment Reminders
 Account Transactions
 Special Offers
 Upcoming Sales
 Order Updates

14. Proximity Marketing is
Localizing Consumer
Engagement
Beacons + Bluetooth
technology turn a consumer's
location into a real-time
messaging opportunity.
30% of smartphones are
enabled to connect to beacons
today. That number is expected
to grow to 80% in the next 15
months!
Source: Forrester, January 2015

15. 2.3 Billion Social Media Users by 2017!

16. of
consumersrelyon
socialnetworksto
guidetheir
purchase
decision.
Source: SproutSocial, 2014

17. of
consumers trust the
opinions and
reviews posted
online by other
consumers.
Source: Nielsen: “Global Trust in Advertising
and Brand Messages” – September 2013

18. of US
consumers
are email
subscribers.
Source: Salesforce Marketing Cloud

19. of
consumers say they
have actually made
a purchase of a
product after
receiving an offer
via email.
Source: Salesforce Marketing Cloud

21. Customer
Centric
Company
Centric
From This To This
It’s All About the Customer Experience!

22. Today’s
Consumer
Expects an
Customer
Experience
1

23. The Customer Life Cycle
Business Getting Business Keeping
Brands Must Deliver Relevant Content through Every
Channel at Every Stage of the Customer Life Cycle

24. Microsoft Engages Office 365 Users Across Multiple Channels
 Uses Journey Builder to deliver relevant information to Office 365 users at every life cycle stage
 Enables Microsoft to stay connected with users in 241 countries, in 33 languages
 Integrates multiple channels including: Email, Web, In-App, Display Ads & Customer Support

25. “We can stop thinking in
siloes and start thinking it’s
one shopper at the end of
that message.”
 Global leader in retail real estate ownership, management, and development
 Over 250 malls, 37 states, and 3 billion shopper visits per year
 Each mall brand Uses Email + Mobile + Web Content Personalization to deliver relevant and
timely offers and invitations that provide a first class customer experience
Simon Stays Connected with Cross-Channel Communications
Patrick Flanagan, VP Digital Strategy, Simon Property Group

26. Innovative Brands are Using “Journey Management”
to Guide and Optimize the Customer’s Experience

27. New Customer
Onboarding
Customer Service
& Support
Product
Purchase
Product
Research & Evaluation
Remarketing
& Cross-Selling
Customer Journeys Span
All Stages of the Life Cycle
from Buying the Product
to Using the Product
Repurchase
& Renewal

28.  Increases revenue by
up to 15%
 Improves customer
satisfaction 20%
 Lowers the cost to
serve by up to 20%
Source: McKinsey & Company, 2013
Journey Management Produces Impressive Results

29. Data is the
“Lingua Franca”
of Personal,
Relevant &
Timely
Messaging
Explicit Data (Reported) + Implicit Data (Observed)
2 Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Demographic
 Email Address
 Physical Address
 Gender
 Age
 Product Needs & Interests
Customer Profile
Psychographic
Behavioral
 Buyer Persona
 Brand Affinity Persona
 Social Media Persona
 Media/Messaging Opt-in
 Purchase Transactions
 Service Claims / Cases
 Event Attendance
 Campaign Response
 NPV; CLTV

30. When customer data is used to
predict and deliver
relevant content,
Conversion Rates
increase 6 – 9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud -
Predictive Intelligence Benchmark Report
Email
Mobile
Online

31. Brands Must Develop an Omni-Channel Strategy for
Acquiring Data and Using it to Serve the Customer
Melissa Smith Email: msmith@gmail.com
Age 32 Twitter: @MelissaSmith01
Chicago, IL 60601
Customer ID: 654321 Facebook Friend & Email Subscriber
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Store
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Demographic
 Email Address
 Physical Address
 Gender
 Age
 Product Needs / Interests
Customer Profile
Psychographic
Behavioral
 Buyer Persona
 Brand Affinity Persona
 Social Media Persona
 Media/Messaging Opt-in
 Purchase Transactions
 Service Claims / Cases
 Event Attendance
 Campaign Response
 NPV; CLTV

32. ADP Uses Social Listening to Identify and Engage Prospects
 Generates leads across Facebook, Twitter, and LinkedIn by “listening” for keywords in posts
 Social selling team engages privately with leads and provides links to useful content
 Leads passed to sales teams once they are sufficiently qualified
 Utilizes Salesforce Social Studio to enable full audit trail, tracking, and reporting

33.  Trunk Club runs its personalized clothing service business entirely on
Salesforce and the Salesforce Marketing Cloud platform
 Employee mobile app gives stylists insight into member’s dressing style,
brand preferences, and sizes
 Integrated sales, service & marketing provides unified view of the
customer; Enables fast, personalized member service
Mobile Apps Keep Trunk Club Customers &
Employees Connected
“We’re using technology that enables rich
one-to-one relationships. Our entire
company is built around making every
interaction feel human.”
Member App Stylist App
- Brian Spaly, CEO

34. 3

35. A Hard-Wired
Connection to Your
Customer

36. Although Today’s
Consumers are
Multi-Channel,
they Prefer Email.

37. prefer email
for promotional
communications.
prefer email
for service
communications.
Source: Salesforce Marketing Cloud

38. “With individually owned and
operated stores nationwide, we
needed a better way to promote
using a one brand voice, while
offering customers relevant
local content and current
promotions to drive sales and
increase engagement.”
Kelly Knight Martak, Marketing Manager, Grocery Outlet
Grocery Outlet Unifies Messaging across Locations with Email
 Largest extreme value grocery retailer with a network of 210 stores across the US
 With multiple locations and varying products, Grocery Outlet needed an easy way to
unify messaging
 Uses distributed sending and email approvals to enable store marketing managers to
deliver locally relevant promotions and news about in-store events

39. Volvo Construction Equipment
Uses Email to Generate
Leads that Help Dealers
Sell Used Equipment
Information Request

40. Volvo Construction Equipment’s digital
marketing solution helps dealers to sell
$100 million dollars worth of new and
used equipment each year.

41. Beyond the Rack Generates 66% of its Revenues through Email
 Needed a way to deliver personalized product offers to millions of members
 Implemented responsive design to optimize email and landing pages for mobile devices
 Sends 2.5 million dynamically personalized versions of its daily email. Produces 12-18% revenue lift
 Uses Mobile Push notifications to alert members of upcoming sale relevant to product interest

43. Understand the customer’s needs and
interests and use this insight to predict
and deliver personalized content that aids
the customer’s purchase decision,
provides timely service and results in a
great customer experience.
The Customer Engagement Mandate

44. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@salesforce.com
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/