The document outlines a presentation on leveraging CRM data to enhance customer journeys using Salesforce and ExactTarget Marketing Cloud. Key themes include understanding customer engagement, goal-oriented customer journeys, and utilizing marketing automation tools for improved interaction and performance tracking. It emphasizes the importance of a single view of the customer and features real-world applications that demonstrate effective use of these digital marketing platforms.

1. Connecting the Clouds to Drive
the Customer Journey
August 19, 2014
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2. Safe Harbor
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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
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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 statement concerning new, planned, or upgraded services or technology developments and customer contracts
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3. Speakers
Karalee Slayton
Senior Product Marketing Manager
kslayton@exacttarget.com
@cablemaven
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4. Speakers
John Koonsman
Business Analyst, Salesforce Integration Team
jkoonsman@exacttarget.com
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5. 1. Learn how to take full advantage of your CRM data
2. Best practices and simple use cases for success
3. New features available now in the integration
Key
Takeaways

6. Email Mobile Social Web Data &
Analytics
Marketing
Automation
The World’s Most Powerful
1:1 Digital Marketing Platform
Platform

7. ExactTarget Marketing Cloud
The Platform for 1:1 Customer Journeys
Build a single view of the customer
Plan and optimize the customer journey
Deliver personalized content across every
channel and device
Measure the impact on your business

8. Connecting the Clouds
Salesforce1 Customer Platform

9. Do you know who
your customers are?
Where are they are
in their journey?
Are you engaging
and moving them
along the journey?
Are you measuring
the impact on your
business goals?
The Four Basic Questions

10. Question One
Do you know who
your customers are?

11. The Single View of the Customer

12. Understanding Your Customers

13. “We need a simple and easy tool to segment
lists and send emails to collect donations
when natural disasters occur.”

14. • Identified more than 5,000 existing
donors by exporting a conversion
report from ExactTarget Marketing
Cloud into Salesforce CRM
• Reached first responders with emails
just one day after a devastating
tornado, and sent 500,000 emails by
day two.
• Raised $190,000 from email alone,
with more than 1,900 unique
conversions.
• Deeply engaged existing donors
with a 32% open rate and 5%
conversion rate.

15. Enriching 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.)
Engagement Data Added
Directly to Salesforce
(Open, Click, Bounce,
Forward to Friends, etc.)

16. Question Two
Do you know who
your customers are?
Where are they
in their journey?

17. Goal-Oriented Customer Journeys
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INVITEE
RESPONDS TO: LAST COMMUNICATION:
TODAY
SALESFORCE
CONTACT
Brian Ford
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18. Every Customer Has a Unique Journey

19. Marketing Lifecycle Stages
Interactions organized by where customers
are in their journey with your brand

20. Question Three
Do you know who
your customers are?
Where are they
in their journey?
Are you engaging them
and moving them along
that journey?

21. Customer Journey
Build Individualized Relationship with each Prospect
Send a drip campaign:
• Confirm their subscription and
set expectations
• Gather preferences
• Provide an incentive
• Drive Engagement Acquire Onboard Engage Retain

22. Relevance is Revenue
Blast Profile Person
a
Behavior Interactio
n
4%
3%
0%
Engagement
2%
1%
1.1%
CONVERSION RATE
2.8%
CONVERSION RATE
3.9%
CONVERSION RATE
5%

23. Sending Email From Salesforce Sales Cloud
Execute your email
campaigns without manual
data synchronization
 Send emails to individual, Leads,
Contacts, reports or Campaigns.
 See individual and aggregate tracking
results in Salesforce CRM

24. Marketing Automation
Create automated marketing
interactions with your
customers and prospects
Possible Use Cases
 Lead Nurturing
 New Account Activation
 Welcome series
 Password Resets
 Confirmations

25. A/B Testing
• Send to a Salesforce Report or
Campaign and use ExactTarget A/B
Testing to automatically randomize
segments, measure and select the
best option, and send the winning
email to the remaining subscribers.

26. AB Testing: How it Works
Create an A/B Test
from the
ExactTarget
Marketing Cloud
Select a Salesforce
Report or Campaign;
then run the test
ExactTarget randomly
selects Contacts or
Leads from your report
to receive sample A
and sample B
Automatically
monitor the
performance
of each sample
The system will
determine a winner
based on the selected
metric–Open Rate or
Click-through Rate
The winning email is sent
to the remaining Contacts
or Leads from the report

27. Do you know who
your customers are?
Where are they are
in their journey?
Are you engaging
and moving them
along the journey?
Are you measuring
the impact on your
business goals?
Question Four

28. Performance
Tracking
• New graphs and charts
make it easier to analyze
performance metrics

29. Measure
Campaign
Performance
• Your team now has one place
to measure, analyze, and
optimize campaign
performance
• Easily viewing click through
rates by campaign, email
send, and open rates, all the
way down to the links that
were clicked

30. Live Demonstration

31. Mobile Sending
Support
• First ever integration of
Mobile Connect and
Salesforce.
• Send SMS messages to
leads, contacts or segment
with reports and campaigns.

32. Salesforce1
Mobile App
• Use the integration right
from your mobile phone
and the Salesforce1 Mobile
App.
• Schedule and send emails
and SMS
• Review tracking information

33. Connected Clouds

34. Questions?
Please type questions in the chat panel to ‘All Panelist'
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35. Upcoming Webinars:
August 26th @ 12:00 pm EDT
5 Trends for Designing an Effective
Customer Onboarding Strategy
September 4th @ 12:00 pm EDT
Making a Great First Impression:
Effective Onboarding
August 21st @ 12:00 pm EDT
Love at First Site: Charm Customers into
Loving your Brand
August 28th @ 12:00 pm EDT
Refresh your Approach to 1:1 Marketing: Elevate
the Discussion with Personalization
http://www.exacttarget.com/resource-center/webinars

36. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

37. Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customer
interactions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging
connected
technologies
Hear from the
brightest innovators
and biggest brands
Experience
world-class education
and entertainment
September 23-25
exacttarget.com/connections