Marketing to the Power of ONE! discusses how smart brands use customer data and personalized experiences across channels to increase sales and customer loyalty. It highlights how the customer journey has changed, with consumers doing extensive online research before purchases. To stay relevant, brands must understand individual customers and guide them through their shopping, buying and usage experiences. Data-driven companies that observe customer behavior across channels and use that data to deliver personalized content have seen conversion rates increase up to 6-9% higher.

1. Marketing to the Power of ONE! How Smart Brands Use the Salesforce Marketing Cloud to Deliver a Personalized Customer Experience
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook
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3. By 2019, CMOs predict:
Digital marketing will account for more than 75% of the marketing budget.
Campaigns will unfold in real time, depending on the individual needs and intentsof each customer across every device and channel.
Source: Accenture Interactive -2014 CMO Insights

4. “Gartner predicts that, by 2017, the CMO will have a larger IT budget than the CIO”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014

6. The Connected Consumer
More Informed.
More Empowered.
More Demanding.

7. First Visit
Hand-Raise
PurchaseBuying CycleSales Cycle
•Online Research
•Exploring Brands and Products
•Narrowing of Options
•Making the decision
•Justifying Decision
•Ordering
The Buying Process has Changed! Online Research
“Before ever entering a store, 62% of shoppers already know what they want to buy through prior online research.”
Bazaarvoice: "Social Trends Report 2013"

8. Source: Google –“Zero Moment of Truth”, 2012
The average consumer consults 10.2 sources of information before making a purchase.
{In 2010, it was 5.3}

9. of all shoppers use the Internet to research and purchase products and services
Source: Cisco Internet Business Solutions Group
"Catch and Keep Digital Shoppers" 2013

10. of US mobile phone users are smartphone owners.
Source: comScore MobileLens, October 2014want self- service access to digital content in store.
Source: Cisco Internet Business Solutions Group study: "Catch and Keep Digital Shoppers“ January 2013

11. of consumers rely on social networks to guide their purchase decision.
Source: SproutSocial, 2014

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

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

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

15. By 2018, 58% of the US population will access the Internet via a connected TV. Source: eMarketer, June 2014

17. Customers want a
across channels!
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18. The Customer Life CycleBusiness GettingBusiness Keeping
Brands Must Deliver Relevant Offers, Invitations and Service throughout the Entire Customer Life Cycle

19. Innovative Brands Guide the Customer through their Shopping, Buying and Usage ExperiencesAwarenessEvaluationPurchaseUsageRePurchaseAdvocacy

20. 78% of consumers are more likely to be a repeat customer if a brand provides them personalized offers.
Source: Infosys
The Good News

21. 54% of consumers would consider ending their relationshipwith a brand if they are not given tailor-made, relevant content & offers.
Source: CMO Council
The Bad News

22. +
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
Product Needs,
Interests, Preferences
Campaign
Response History
Analytics and
Engagement Score
Product /Service
Purchase History
Customer
Demographics
Email Address
Physical Address
Customer Data
Event Attendance
HistoryData is The Money Ball of 1:1 Marketing
Explicit Data (Reported) + Implicit Data (Observed)
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23. “Data-driven companies are 5% more productive and 6% more profitable”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014

24. Brands Must Have a Multi-Channel Strategy for Observing, Acquiring and Storing Customer Behavioral Data
Melissa SmithEmail: msmith@gmail.com
Age 32Twitter: @MelissaSmith01
Chicago, IL Facebook Friend & Email Subscriber

25. Twitter Interaction Triggered by Published Content
Email Signup via Facebook
Welcome Email / Request for Needs & Interests
Site Browsing & Guided Exposure to Content
Email 1 Triggering Mobile App Download
Email 2 & Invitation for Mobile Push Sign upProgressive Profiling Enables Brands to Learnabout the Customer’s Interests and Predictwhat Offers, Information and Service are Relevant and Timely
Progressive Profiling
Twitter: @MelissaSmith01
Melissa Smith
Postal Address
Email: MSmith@gmail.com
Preferred Retailer
Birth year
Mobile Phone Number
Personal Profile Data
Browsing Behavior
Product Interests
Promotion Participation
Mobile App Downloaded
Product Purchase History
Requested Push Notifications
Customer Service History

26. When customer data is used to predict and deliver relevant content, Conversion Rates increase dramatically!
6.32% in months 10-12
9.60%in months 13-18
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud Benchmark Report

27. Journey Management
3Customer Experience
is the key to delivering a great

28. Source: McKinsey & Company
The buyer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
1
The buyer adds or subtracts brands as he evaluates what he wants.
2
Ultimately, the buyer selects a brand at the moment of purchase.
3
After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.
4
The Customer Decision Journey

29. Source: McKinsey & Company, 2013
Customer Journeys span all stages of the Customer Experience, from buyingthe product to actually usingit

30. Increases revenue by up to 15%
Improves customer satisfaction 20%
Lowers the cost to serve by up to 20%
Source: McKinsey & Company, 2013
Automating and Optimizing Customer Journeys Produces Impressive Results

32. Retail/CPGTravel& HospitalityCommunications & MediaInternet& eCommerceTechnologyFinancial Services& InsuranceServing 10,000 Brands Worldwide

33. A Digital Marketing Success Story

35. 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

39. Volvo Construction Equipment manufactures and sells heavy construction equipment for use in multiple industries. Products and services are offered through proprietary or independent dealerships. The Company

40. Volvo CE Multi-Channel Marketing Strategy
Monthly Email Newsletter
Bi-Monthly Remarketing Email
Volvoce.com
Volvo Construction Dealers
Trade Shows
Twitter
Facebook
YouTube

41. Email is Vital for Lead Generation and Lead Nurturing

42. When a Visitor Clicks the Volvo
Newsletter Sign-up Link, it Triggers
Opt-in Form

43. Volvo’s monthly eNewsletteris used to nurture leads and deliver industry-specificnews, promotions and product information
November 2014 Issue - Road Construction Edition

44. Volvo’s Remarketing Services Email generates leads that help dealers sell used equipment
Information Request

45. Volvo CE Lead Management Workflow
Salesforce Marketing Cloud integration with CRM system enables Volvo sales reps to track leads, manage opportunities
Lead report sent via Salesforce Marketing Cloud to Volvo sales rep
Personalized “Thank You” email sent via Salesforce Marketing Cloud to customer
Data Cleansing
Lead Scoring
Data Integration in CRM

46. Volvo CE is Very Effective in Leveraging Social Media

47. Benefits:
Enables Volvo to deliver ads to Facebook members who fit the profile of the desired customer
Generates leads, Attracts new email subscribers, Drives downloads of the Volvo CE Insider app
Reduces costs per lead by 30%. Volvo CE Uses Facebook Custom Audiences

48. Facebook Custom Audience
Location –Living In
Canada
United States
Age
23 and older
Interests
Construction equipment brands competitive to Volvo Construction Equipment
Results
279,746+ Impressions
9,485 Clicks
27 Direct Sales Qualified Leads
$2,065.71 Cost ($76.50 / SQL) Volvo Uses Facebook Ads to Drive Leads

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

50. Sony PlayStation
Digital Marketing Success Story

51. Sony Delivers a Personalized Experience for PS4 Game Players
Launched PS4 & player community to enable Sony and PS4 players to stay connected
Sony has completevisibility into the PS4 player’s journeys from novice to advanced
Delivers engaging, relevant content across email, mobile, social and in-game experience

53. Sony’s Back on Top!
Sony has overtaken Nintendo in console sales for the first time in eight years, following the successful launch of the Playstation4 (PS4) in November 2013.
Sony sold a total of 18.7 million consoles in the last financial year, which ended in March 2014, compared to Nintendo's 16.3 million.

55. NOW SERVING
1
SERVING
SELLING
has become the new

56. The 1to1 Marketing ParadigmUnderstand the needs and expectations of individual customers and use that insight to personalize and optimize every interaction across online and offline channels.

57. The 1to1 Marketing ParadigmUnderstand the needs and expectationsof individual customers and use that insight to personalize and optimize every interaction across online and offline channels.

58. The 1to1 Marketing ParadigmUnderstand the needs and expectations of individual customers and use that insight to personalize and optimizeevery interaction across online and offline channels.

59. The 1to1 Marketing ParadigmUnderstand the needs and expectations of individual customers and use that insight to personalize and optimize every interaction across online and offline channels.

60. Joel BookPrincipal, Marketing InsightsSalesforce Marketing Cloudjbook@ExactTarget.com @JoelBookThanks! www.linkedin.com/in/joelbook/