CBB aims to use marketing technology to drive customer loyalty by creating personalized 1:1 customer experiences across the customer journey. This includes using automated cross-selling and upselling, proactive customer service, and simple added services to increase customer lifetime value through higher retention and average revenue per user. Key enablers include understanding individual customers and engagement contexts, cross-department collaboration using data and analytics, and getting insights directly from customers.

1. CBB Delivers
Intelligent Marketing
for the Empowered
Consumer
David De Giglio
Strategic Sales Executive,
Marketing Cloud
Kristin Bond
Co-founder,
Women of Email
Marco Rivera
Manager,
Fan Engagement
Ticketmaster

2. Forward-Looking Statements
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 affect the financial
results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for
the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC 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. Trailblazers are Leading a Marketing Revolution
Mass
Marketing
Word of Mouth
Marketing
Digital
Marketing
Catherine Wood
VP, Fan Engagement
Ticketmaster

4. Because Today’s Consumer is Empowered

5. How We Build Relationships Needs to Change
79%
of consumers say the
experience a company
provides is as important
as its products and
services
Source: Salesforce State of Connected Customer 2018

6. Customer
Success
Platform

7. Intelligent Marketing Builds Brands & Grows ROI
Know
your customer
Personalize
with intelligence
Engage
across the entire journey

8. Intelligent Marketing Builds Brands & Grows ROI
Know
your customer
Personalize
with intelligence
Engage
across the entire journey

9. Intelligent Marketing Builds Brands & Grows ROI
Know
your customer
Personalize
with intelligence
Engage
across the entire journey

10. Intelligent Marketing Builds Brands & Grows ROI
Know
your customer
Personalize
with intelligence
Engage
across the entire journey

11. Intelligent Marketing Builds Brands & Grows ROI
Know
your customer
Personalize
with intelligence
Engage
across the entire journey

12. Creating loyalty through customer experiences

13. Sensitivity: Internal
Creating loyalty
through customer
experiences

14. Sensitivity: Internal
Hello
Nikolaj Boserup
Head of Online & Marketing, CBB mobil
Previous:
Kunde & Co
Charlie Tango
www.linkedin.com/in/nikolajboserup/

15. Sensitivity: Internal
WILLINGNESS
TO PAY
CUSTOMER
LIFETIME
LOYALTY?
“the positive association consumers
attach to a particular product,
demonstrated by their repeat
purchases of it.”
Investopedia, march 2019

16. Sensitivity: Internal
1
2
3
COMPETETIVE MARKET
A lot of players all pushing prices
and driving value out of the
market
DECREASING ACTIVE MARKET
Mature market, where people
decreasingly shift operator
LOW DIFFERENTIATORS
Hard for consumers to tell a
difference
SITUATION

17. Sensitivity: Internal
”Small prices”
Ekstra gigs
Discount
COMPLICATION

18. Sensitivity: Internal
Can we use marketing
technology to drive
customer loyalty?

19. Sensitivity: Internal
AUTOMATED
CROSS AND
UPSELL
PROACTIVE
SERVICE
SIMPLE
ADDED
SERVICES
Creating 1:1 customer experiences as a loyalty driver and
competitive advantage
AMBITION
THE AMBITION

20. Sensitivity: Internal
1
2
3
4
CHURN
Less people leaving
Lifetime
Can we make average lifetime
expectancy longer?
ARPU
Can we increase the monetary
engagement with CBB?
ASSOCIATIONS
Can we make sure that we are
prefered for more then just price?
KPI'S

21. Sensitivity: Internal
D
B
C
A
Phone offfer
We send a unique offer,
for a installement deal
CBB customer
Existing customer without
a phone installment
Upsell insurance
Potential added value
service
Browse behavior
Visiting relevant pages on
our website = customer at
risk
USE CASE New installment deal

22. Sensitivity: Internal
D
B
C
A
Download app
Proactively ask them to
download app and update
card
CBB customer
Existing customers with no
or little engagement with
us
Succesfull payment
Payment goes through
and customer stays happy
Credit card expire
Card due to expire in the
coming month
USE CASE Proactive service

23. Sensitivity: Internal
Org
Data
360
Customer
UNDERSTANDING
Understanding both the customer
and the context in which you
communicate
COLLABORATION
Cross-department collaboration,
agile program deploys, CRM
squad
ACCESS
Getting in the pocket of our
customers
OWNERSHIP
Data structure and ownership
becomes increasingly important,
to create useful flows and
understand impact
KEY ENABLERS

24. Sensitivity: Internal
NIKE SEEMS INNOVATIVE
BUT IT’S THE SAME BASIC FACTORS THAT COUNTS
1. FEATURES
5. SUPPORT2. INTEGRATIONS 4. ROADMAP 6. USABILITY3. MATURITY
Evaluates the
technical capabilities
of the platform
VENDOR SELECTION
Evaluates the
integration
possibilities of the
platform
Evaluates the
stability and history
of the vendor
Evaluates the future
Roadmap of the
vendor
Evaluates support
and training
Evaluates the
maintenance of the
platform
Evaluates the
usability of the
platform
Evaluates the latest
future vendors
7. MAINTENANCE 8. FUTURE
EVALUATION OF
THE CRM
PLATFORM
USE CASE AND IT FIT
AMBITION AND
STRATEGIC FIT
ORGANISATIONAL FIT RISK

25. Sensitivity: Internal
Thank you
Feel free to connect on Linkedin to share
experiences:
www.linkedin.com/in/nikolajboserup/

26. Salesforce Marketing Cloud
CBB Customer Experience vision in Salesforce
Casper Andersen – Senior Solution Engineer
Adam Weisman – Lead Solution Engineer

27. CBB Customer Journey
Know, Personalize, and Engage across every touchpoint
Awareness
Conversion
Engagement
Retention
Casper
and measure it all