Customer journeys are no longer just for the marketing department—they transcend all aspects of the business. Join us to learn how we use our own technology to deliver personalized, cross-channel experiences across departments at Salesforce. You’ll see real-world examples of how Marketing Cloud powers journeys to onboard our customers, app users and even our employees.

1. How Salesforce Uses Marketing Cloud
Bobby Jania
Senior Director, Product Marketing
bjania@salesforce.com
@bobbyjania
Dani DeTrude
Product Marketing
ddetrude@salesforce.com
@dani_detrude

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 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 factors that could
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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.

3. Salesforce Marketing Cloud
​ Unify Data
Build a single view of your customers, integrate
data from any source, and make it actionable
​ Personalize Journeys
Trigger timely, unique, and meaningful messages,
based on real-time customer behavior
​ Engage Cross-Channel
Deliver relevant content on email, mobile,
social, ads, and the web
​ Analyze Everything
Measure the impact of your business
and optimize every interaction
Create 1-to-1 customer journeys

4. Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App
Onboarding
New Customer
Onboarding
New Employee
Onboarding

5. New Customer Onboarding
Journeys

6. Orienting new customers to
Salesforce
Educating with resources
Engaging customers with targeted
outreach
Getting Started with Salesforce Journey
​ Creating empowered and loyal customers through 1-to-1 emails

7. Data Powers the Customer Onboarding Journey
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

8. Getting Started Journey Overview
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

9. Journeys Begin with a Welcome Email
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

10. Journeys Begin with a Welcome Email
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

11. Compelling Emails Based on Engagement
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

12. Compelling Emails Based on Engagement
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

13. Engagement Data Determines Next Steps
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

14. Engagement Data Determines Next Steps
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

15. Engagement Data Determines Next Steps
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

16. Service Cloud Integration Opens a Case When Needed
Week 1:
Welcome Email
Engaged?
Yes
No
Direct
Outreach
Key Contacts
Identified
Weeks 2-5:
Interaction
Based Emails
Ongoing
Interaction
Based Emails
Low
Engagement
Email

17. 61% 20,000+
Email
Open Rate
Customers taken on personalized
journey
New Customer Onboarding Journeys Drive Results
Proven Results

18. Salesforce1 Mobile App
Journeys

19. Acquiring app users
Onboarding recent installers
Winning back inactive users
Driving Adoption of the Salesforce1 Mobile App
​ Powered by real-time data along every step of the journey

20. Welcome
Email
App Login?
Yes
No
Win-back
Email
Salesforce1 Adoption Manager Overview
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

21. Welcome
Email
App Login?
Yes
No
Win-back
Email
Welcome Email Drives App Downloads
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

22. Welcome
Email
App Login?
Yes
No
Win-back
Email
Welcome Email Drives App Downloads
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

23. Welcome
Email
App Login?
Yes
No
Win-back
Email
Onboarding Emails Sent During First Week
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

24. Welcome
Email
App Login?
Yes
No
Win-back
Email
Onboarding Emails Sent During First Week
Exit to Next Journey
Week 1
Email Series
Wait
30 Days
Day 1: Access Records Day 2: Take Action Day 3: Collaborate Day 4: Review Dashboards Day 5: Access Files

25. Welcome
Email
App Login?
Yes
No
Win-back
Email
Onboarding Emails Sent During First Week
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

26. Welcome
Email
App Login?
Yes
No
Win-back
Email
Data Powers Next Step in the Journey
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

27. Welcome
Email
App Login?
Yes
No
Win-back
Email
Win-Back Email Gets Users Back Into App
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

28. Welcome
Email
App Login?
Yes
No
Win-back
Email
Win-Back Email Gets Users Back Into App
Exit to Next Journey
Week 1
Email Series
Wait
30 Days

29. Proven Results
7% 42% 38%
Increase in
Downloads
Take Suggested
Actions
Win Back
Rate
Data-Based Onboarding Journeys Increase App Adoption

30. Employee Onboarding
Journeys

31. Recruiting automatically with Marketing
Cloud
Onboarding employees seamlessly
Engagement throughout tenure at
Salesforce
Automating Talent Acquisition & Onboarding
​ Taking candidates from interested to employed

32. ● Salesforce career pages
tagged to track visitor data
● Ability to build affinity maps
for recruits prior to applying
for a job
● Relevant content sent via
email and social media
Predictive Intelligence on Website Powers Recruiting

33. ● Highly targeted Facebook ads
● 3-month pilot program
targeting 30,000 Engineering
recruits
● Automated 1-to-1
personalized recruiting
Targeted Social Ads Attract Recruits

34. ● Journey based on location in
recruiting cycle
● Data gathered from web
behavior, emailed surveys and
more
● Pre-screening process made
easier for HR
Applicants Taken on Nurture Journey

35. ● Journey spans from week
prior to start date through
first year
● Each email in series
introduces employee to
different topics
● Resources and links to
important information to be
successful
Automated Onboarding Emails to New Hires

36. ● Employee communications
emails sent through
Marketing Cloud
● Resources and news are
shared to create internal
alignment
● Consistent tone and voice
boosts culture
Engaging Emails Sent Over the Years at Salesforce

37. “Thanks for this and all the emails
about various new hire topics. Your
timing is great too btw! Not all at once
and good sequencing.”
89.9% 3,580 30% ↓
Email
Open Rate
Employees taken on
personalized journey
Help Desk Traffic
from New Hires
"Appreciated that we use our own
Marketing Cloud Journey Builder
product to help simplify the complex
new hire experience. Excited to see
more of what's in store."
Human Resources Journeys Attract and Retain Talent
Proven Results

38. Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App
Onboarding
New Customer
Onboarding
New Employee
Onboarding

40. 2:00 – 2:40pm
Marketing Cloud: The Dawn of the Digital
Marketer
Keynote Room
Visit the Marketing Cloud
booth in the Customer
Success Expo
3:00 – 3:40pm
How to Maximize your Email Marketing by
Adding Predictive Content, Mobile, & Ads
4:00 – 4:40pm
Choosing the Right Solution: When to Use
Pardot, Marketing Cloud, or Both
4:40 – 6:00pm
Networking reception in the Customer
Success Expo
Next Session:

41. thank y u

42. Marketing Cloud Powers Journeys Across Our Business
Salesforce1 Mobile App
Onboarding
New Customer
Onboarding
New Employee
Onboarding