Marketing Automation + Communities= Customer Love Chicago
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This document discusses how marketing automation and communities can be combined to create customer love. It notes that most companies lack an in-depth understanding of their customers. The presentation argues that customers are on a journey with brands and expect engagement at every step. It promotes building a single customer view, defining the customer journey, and delivering optimized content across touchpoints. Communities are presented as a way to increase sales, reduce costs, and build brand advocates through engagement.
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Marketing Automation + Communities= Customer Love Chicago
- 1. MARKETING AUTOMATION + COMMUNITIES = CUSTOMER LOVE
- 3. OUR MANTRA
- 4. S A L E S F O R C E E X P E R T I S E
- 5. C L I E N T T R U S T E A R N E D E V E RY D AY
- 7. Marketing Automation + CommunitiesDavid Burkhardt Area Vice President, Exact Target Marketing Cloud @d_burkhardt
- 8. of companies lack an in-depth understanding of their customers IBM Study of 1,700 CMOs “From Stretched to Strengthened” Most Companies Feel Unprepared 66% @d_burkhardt
- 9. SOURCE: REDITT, The Illusion of Choice.) @d_burkhardt
- 10. Customers are on a Journey with Your Brand @d_burkhardt
- 11. Marketing is the journey. And the journey is marketing. @d_burkhardt
- 12. The customer chooses when to start the journey. @d_burkhardt
- 13. How they want to travel on the journey with you. @d_burkhardt
- 14. And when to end it. @d_burkhardt
- 15. And they expect you to be there every step of the way – with directions, assistance and assurances that you will be there after the purchase. @d_burkhardt
- 16. Customers aren’t managed. Customers manage you. @d_burkhardt
- 17. Do you know who your customers are? Four Questions @d_burkhardt
- 18. Do you know who your customers are? Do you know where they are in their journey? Four Questions @d_burkhardt
- 19. Do you know who your customers are? Do you know where they are in their journey? Are you driving an engagement strategy to move them along that journey? Four Questions @d_burkhardt
- 20. Do you know who your customers are? Do you know where they are in their journey? Are you driving an engagement strategy to move them along that journey? Are you able to measure the impact on your business goals? Four Questions @d_burkhardt
- 21. Build a Single View of the Customer Define and Manage the Customer Journey Deliver Optimized Content across all Customer Touch Points @d_burkhardt
- 22. How it Works… Journey Builder Predictive Intelligence Customer Data Platform @d_burkhardt
- 23. @d_burkhardt
- 24. @d_burkhardt
- 25. @d_burkhardt
- 26. Final Thoughts … Where are you? @d_burkhardt
- 28. ERIC SCHEEL MAGNET 360 CTO, @ERICSCHEEL
- 30. ENGAGEMENT FOR OUTCOMESE N G A G E M E N T S T R AT E G Y /// Partner Since 2004 /// 2,000+ Platform Projects /// 100+ Certifications /// 8.9 Customer Satisfaction Score @ericscheel
- 31. MYSTARBUCKSIDEA.COM • One of the earliest branded communities on Force.com. • Key element in turnaround at Starbucks over the last five years. » 150,000 ideas submitted » 2 million votes » 250+ ideas were implemented @ericscheel
- 32. GENERAL MILLS INNOVATION NETWORK Key partner engagement tool Post challenges and briefs for innovation opportunities Create direct connection between General Mills and partners Connected to internal resources and processes @ericscheel
- 33. THE HOME DEPOT - DRIVING INTERNAL INNOVATION Large public facing community Customers, employees and experts community Advocate Engagement Search Engine Optimization of content @ericscheel
- 35. WHY COMMUNITIES Sales • Create value added services • Expand customer mindshare • Increase collaboration & reduce friction in the sales process Service • Self service case deflection • Service reinvention… be like Amazon • Reduce cost & improve experience Marketing • Defend & enhance the brand • Build customer & partner advocates • Conversation is happening, companies need to join @ericscheel
- 36. DRIVING COMMUNITIES ROI Increase sales: • Engaged customers in communities spend 19% more (University of Michigan 2013) • 55% of consumers would pay more for a better customer experience • GE found engagement online resulted in a 15% increase in sales Decrease costs: • 10% case deflection providing $2.5M in savings • Support can handle 3.8 issues simultaneously online vs. 1.2 over the phone. • 42% of service agents are unable to efficiently resolve customer issues due to disconnected systems, archaic user interfaces, and multiple applications Build brand advocates (get closer to your customer/partner): • 78% of community users 'research a problem' as part of their buying lifecycle • 24x more conversations happen in a community than on social channels • 11% share to other social networks via community (Facebook, Twitter, etc) @ericscheel
- 37. COMMUNITY MATURITY MODEL 2 – Presence • Stake your claim • Direct partner and customer engagement • Create feedback loops 1 – Planning • Listen & Learn • Develop business case • Internal cultural alignment 3 – Engagement • Dialog Deepens • Internal Users Engage (Sales, Support, Product Development, Marketing) • Profile / Identity aggregation 4 – Formalized • Organized at scale • Global coordination • Governance • Optimized at scale 5 – Strategic • Across enterprise • Employee, partner and customer • Consolidation of sites and channels Functionality ExtensiveLimited Business ImpactHighLow 6 – Converged • Community embedded into products, services and processes @ericscheel
- 38. S A L E S F O R C E E X P E R T I S E @ericscheel
Editor's Notes
- That is the basis for our Mantra: Engagement for Outcomes. Provide a relevant story here based on what you know about the customer you’re meeting with and their audience(s).
- Through our Deep Technical Expertise, we map that Strategy to the salesforce.com platform. We have been a leading salesforce.com partner since 2004 -- helping clients innovate and educate on all that Salesforce does beyond the core of Sales and Service Cloud. salesforce.com At the center you have salesforce.com – Sales and Service Clouds which are ranked number 1 by Gartner quadrants. Salesforce.com was recently named “Forbes Most Innovative Company” for the 2nd year in a row. Branded Sites, Apps, and Communities Most people don’t realize they also have a Community/Portal platform (Chatter Communities), the #1 Facebook development platform (Heroku), and the Web Content Management System (Site.com) Progression of .com’s (sites), communities, and apps from a maturity level. Marketing Automation and Channel Automation Salesforce doesn’t have a pure marketing automation platform, that is where the power of the AppExchange comes in. The AppExchange is the iTunes for business apps. With 1,500+ apps it gives us the ability to see if something is available vs. building it. That is the case in Marketing Automation, because the Marketing automation space is very mature, there are integrations between the major players and Salesforce in order to track engagement. The three market-leading platforms: Marketo, Eloqua, and Hubspot have 70% of their customers using salesforce.com. If applicable - In the B2B space we also see a need for Marketing Fund Management for distributors and partners. Our partner, Marketing Bridge can handle that. Social Campaign management Finally, Salesforce has invested over $1Billion into their social campaign management suite called the Marketing Cloud. It allows you to listen, create content, track engagement, buy ads based on the best performing content and integrates it all back into your CRM.
- Key Takeaway: Take you on a journey and show you how to connect with customers in a whole new way. We will talk about the opportunity, how Salesforce can get you there and customer examples of the benefits. Talk Track: Hello, my name is ____. Today, I am going to take you on a journey and show you how to connect with your customers in a whole new way. Through new social, mobile, and connected cloud technologies, I want to show you how companies are creating the Internet of Customers. To do this, I am going to tell you a little about Salesforce.com and then I’m going to tell you some stories about how customers like Caterpillar, GE, and Stanley Black and Decker are connecting to customers by connecting apps, devices and people together.
- And it’s no surprised that the majority of companies don’t feel prepared. An awesome IBM study recently showed that what’s driving the unease is the lack of in-depth understanding of their customers.
- Many of the largest companies in the world never even had a direct relationship with customers. http://www.reddit.com/r/pics/comments/srk0k/the_illusion_of_choice/
- Key Takeaway: Customers are on a unique journey and may be anywhere in the process – awareness, trial, our purchase – and its up to the marketer to map campaigns to customer journeys ACTION: Take time to go on a journey with your prospect/customer by trying to purchase or learn about their product. Speak to a relevant example of what the experience was like from a customer perspective. Talk Track Whether you like it or not, your customers are on a journey with your brand. If you are a software company, you are trying to turn anonymous browsers into trial users and paid subscribers. If you are a media company you are trying to drive subscriptions and renewals. If you are a financial services company you are trying to turn free checking customers into full service banking & investment customers.
- Key Take Away: Marketers need to understand their customers to build and optimize personalized customer journeys. ACTION: Conduct discussion around where customer/prospect is in building customer journeys Talk Track I would encourage you to think about four key things. First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey. Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer? Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey And finally, are you able to measure the impact of your communications and messaging? Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
- Key Take Away: Marketers need to understand their customers to build and optimize personalized customer journeys. ACTION: Conduct discussion around where customer/prospect is in building customer journeys Talk Track I would encourage you to think about four key things. First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey. Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer? Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey And finally, are you able to measure the impact of your communications and messaging? Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
- Key Take Away: Marketers need to understand their customers to build and optimize personalized customer journeys. ACTION: Conduct discussion around where customer/prospect is in building customer journeys Talk Track I would encourage you to think about four key things. First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey. Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer? Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey And finally, are you able to measure the impact of your communications and messaging? Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
- Key Take Away: Marketers need to understand their customers to build and optimize personalized customer journeys. ACTION: Conduct discussion around where customer/prospect is in building customer journeys Talk Track I would encourage you to think about four key things. First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey. Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer? Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey And finally, are you able to measure the impact of your communications and messaging? Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
- There are three capabilities above all others we believe marketers need to become a customer company. Know your customers with a single view of customer data. Know where your customers are in their journey with your organization … and then be proactive with where you want your customers to be by managing, literally, the customer journey. Optimize how content is created and delivered across all customer communication channels. These three powerful ideas are the fabric of the marketing cloud. This is what we are building … this is where we are going.
- Talk Track Through the customer journey we just described, we’ve touched on almost every product or solution in the ExactTarget Marketing Cloud - the world’s most powerful 1:1 digital marketing platform. Before we dive into the technology described in this diagram and how it all works, lets talk about the people and services that can help you get started. See this internal, unlisted YouTube video on how to pitch this slide here https://www.youtube.com/watch?v=BWG16EtySsk
- Brain that takes in all data and figures out what to do with it.
- Talk Track Lets take a look at a specific interaction within a customer journey at Northern Trail Outfitters. In this case, we are looking at the web experience and what happens when they purchase a product from the site for the very first time. The goal is to convert 35% of the population to make their first purchase. To reach that goal, they set up random split test to test and optimize the interaction. You can see that they are going to test email, mobile, advertising and social media as a way to reach out to customers after a couple of days to drive them back to the site to purchase the item they were interested in. Marketers can build simple, automated interactions or complex, multi-step, multi-channel interactions with custom triggers that include sending direct mail pieces.
- Talk Track The ExactTarget Marketing Cloud makes it easy to build those stages, measure exactly how many customers are in each, set goals and manage the business accordingly. This a real world customer journey, built inside a product of ours called Journey Builder. Individual goals have been set to move customers through the journey, and you can see how each interaction is performing so you can optimize every step of the way.
- Help me grow with my current resources Help me automate with the right technology Help me transform the way I connect with customers
- Why did google buy Nest? 1. Data (when you leave the home, go on vacation, do you need to buy a humidifier?) 2. Gateway to the home
- We have three uniques that enable our Mantra. If you only remember three things about Magnet 360, remember these three things: We help our clients with Marketing Strategy for B2B and B2C Engagement Through our Deep Technical Expertise, we map that Strategy to the salesforce.com platform Last, we Drive Competitive Advantage for our Clients Through Iterative Delivery Any ONE of these items in itself is not unique. But the combination of the three sets us apart in the marketplace. (Can you think of anyone that can do these three things? - OR - I can’t think of anyone else that can do these three things.) I’m going to spend a few moments giving you a high-level overview of our 3 uniques.
- 200 new products this summer
- 10% case deflection would be a $2.5M annual savings. Engaged customers in communities spend 19% more. – University of Michigan 2013 Study *The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community
- Through our Deep Technical Expertise, we map that Strategy to the salesforce.com platform. We have been a leading salesforce.com partner since 2004 -- helping clients innovate and educate on all that Salesforce does beyond the core of Sales and Service Cloud. salesforce.com At the center you have salesforce.com – Sales and Service Clouds which are ranked number 1 by Gartner quadrants. Salesforce.com was recently named “Forbes Most Innovative Company” for the 2nd year in a row. Branded Sites, Apps, and Communities Most people don’t realize they also have a Community/Portal platform (Chatter Communities), the #1 Facebook development platform (Heroku), and the Web Content Management System (Site.com) Progression of .com’s (sites), communities, and apps from a maturity level. Marketing Automation and Channel Automation Salesforce doesn’t have a pure marketing automation platform, that is where the power of the AppExchange comes in. The AppExchange is the iTunes for business apps. With 1,500+ apps it gives us the ability to see if something is available vs. building it. That is the case in Marketing Automation, because the Marketing automation space is very mature, there are integrations between the major players and Salesforce in order to track engagement. The three market-leading platforms: Marketo, Eloqua, and Hubspot have 70% of their customers using salesforce.com. If applicable - In the B2B space we also see a need for Marketing Fund Management for distributors and partners. Our partner, Marketing Bridge can handle that. Social Campaign management Finally, Salesforce has invested over $1Billion into their social campaign management suite called the Marketing Cloud. It allows you to listen, create content, track engagement, buy ads based on the best performing content and integrates it all back into your CRM.