Marketing Cloud: Salesforce Marketing Cloud: die Customer Journey fängt hier und jetzt an.

1. Simon Putzer| Senior Account Executive,
Marketing Cloud
@SimonPutzerET | sputzer@salesforce.com
Salesforce World Tour‘15 Munich:
Marketing Cloud Breakout Session–
Foodpanda Rocket Internet

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
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we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability,
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4. <1990 1990s
Events
Direct Mail
Telephone
1999 2000s 2013
TV
Radio
Print
Display
IM
Email
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
IM
Email
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Email
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs/ RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
Widgets
Twitter
Mobile Apps
Geolocation
Marketing
(R)Evolution
IM
Email
Events
Direct Mail
Telephone

5. Salesforce Marketing Cloud
One platform to manage the customer journey

6. Source: Gartner Market Share All Software Markets, Worldwide, 2014 3.31.15
2011 YR 2012 YR 2013 YR 2014 YR
Fastest Growing CRM Marketing Vendor in the Industry
Based on 2014 market share revenue
2011 YR 2012 YR 2013 YR 2014 YR

8. The Salesforce Marketing Cloud

9. Audience PersonalizationContent

10. Apps
Service
Ads
Web Email
Mobile Social Group
Messaging
Sales
Community
Audience PersonalizationContent

11. Audience PersonalizationContent
Apps
Service
Ads
Web Email
Mobile Social Group
Messaging
Sales
Community
Customer Journey

12. Audience PersonalizationContent
Apps
Service
Ads
Web Email
Mobile Social Group
Messaging
Sales
Community
Customer Journey

14. Group
Messaging
Customer
Success
Engage at Every Step of the Customer Success Journey
Apps Service CommunityAds Web Email Mobile Social Sales

15. Customer
Success
The Customer Success Journey
Advocacy
Engagement
Onboarding
Acquisition
Selling

16. See it live / DEMO
Christoph Cuquemel| Senior Solutions
Consultant, Marketing Cloud|
ccuquemel@salesforce.com

17. Foodpanda and Salesforce
Marke1ngCloud
(ExactTarget)
Ankur
Gatani
Global
Head
of
CRM
Hyperlocal
CRM
in
a
Hyper-­‐Interna:onal
Setup
Munich,
July
2,
2015

18. Here’s my Agenda
• Intro Foodpanda
• Our Situa1on
• Why we chose ExacGarget
• Our Use Cases
• Key Advantages we see
• Next Steps / Coming up
• Tips for Others

19. Who we are
40+
Countries
20+
Languages
Several
Time-­‐zones
100s
of
Ci:es
1000s
of
Areas
/
Restaurants
Millions
of
Customers
Central
+
Local
Teams

20. The Requirement
• Relevance = Localiza1on
• Automated Hyperlocal Life-­‐cycle Communica1on
• Fast Scaling of Campaigns across Geographies/Languages
• Uniform tracking and repor1ng conven1ons
• Country Managers having limited HTML skills
• Complex Segmenta1on / Personaliza1on
• Country > City > Area, Price Segment, Discount Preference, Lunch or Dinner, Weekday
or Weekend, Cuisine, Meal Type
• Reduce dependence on Data Engineers or Developers to deploy new
personalized campaigns
• Simplifica1on of co-­‐ordina1on across Geographies
• Easy Onboarding of new companies we acquired

21. Why ExacGarget
• Simple Answer : We liked what we saw!
• Key Features that maGered
• Automa1on Studio
• Journeys with Goal Management
• Drag and Drop Content Development
• Data Extensions – offering infinite possibili1es
• API Access to replicate modules across business units

22. What are we doing with it?
• Simpler Things:
• Approvals enabling beGer Quality Control
• Automa1on to import and process different pieces of data across 1me-­‐zones
• Journeys – Ac1va1on / Reac1va1on
• Branches for Chain / Web Orders
• AMP Scripts:
• Area specific informa1on to each user : Deals / Recommenda1ons / New
Restaurants
• Serial Voucher Codes
• Your last orders
• Test and Replica1on of Campaign Setup across countries

23. Elements in the emails

24. Next Up
• Almost re-­‐doing our en1re setup all over again, much cleaner, much
more efficient – we know beGer now.
• API integra1on to replicate manage Content / Data / Queries efficiently
across all business units.
• Content Repositories to leverage Drag and Drop
• Real-­‐1me on-­‐site Behavior triggered campaigns
• Integra1on with mul1-­‐channel campaign management system
• Transac1onal Sends!

25. Tips…
• U1lize services effec1vely during account setup. It’s worth it.
• BluePrint your Setup, Iterate, get it reviewed by an expert before you
start deployment
• Rushing through, can prove inefficient later!

26. Hope this helps!
a.gaNani@foodpanda.com
ankur.gaNani
on
skype

27. Thank you

28. Foodpanda and Exac+arget
Hyperlocal
CRM
in
a
Hyper-­‐Interna3onal
Setup
Munich,
July
2,
2015

29. Here’s my Agenda
• Intro Foodpanda
• Our Situa<on
• Why we chose Exac+arget
• Our Use Cases
• Key Advantages we see
• Next Steps / Coming up
• Tips for Others

30. Who we are
40+
Countries
20+
Languages
Several
Time-­‐zones
100s
of
Ci3es
1000s
of
Areas
/
Restaurants
Millions
of
Customers
Central
+
Local
Teams

31. The Requirement
• Relevance = Localiza<on
• Automated Hyperlocal Life-­‐cycle Communica<on
• Fast Scaling of Campaigns across Geographies/Languages
• Uniform tracking and repor<ng conven<ons
• Country Managers having limited HTML skills
• Complex Segmenta<on / Personaliza<on
• Country > City > Area, Price Segment, Discount Preference, Lunch or Dinner, Weekday
or Weekend, Cuisine, Meal Type
• Reduce dependence on Data Engineers or Developers to deploy new
personalized campaigns
• Simplifica<on of co-­‐ordina<on across Geographies
• Easy Onboarding of new companies we acquired

32. Why Exac+arget
• Simple Answer : We liked what we saw!
• Key Features that ma+ered
• Automa<on Studio
• Journeys with Goal Management
• Drag and Drop Content Development
• Data Extensions – offering infinite possibili<es
• API Access to replicate modules across business units

33. What are we doing with it?
• Simpler Things:
• Approvals enabling be+er Quality Control
• Automa<on to import and process different pieces of data across <me-­‐zones
• Journeys – Ac<va<on / Reac<va<on
• Branches for Chain / Web Orders
• AMP Scripts:
• Area specific informa<on to each user : Deals / Recommenda<ons / New
Restaurants
• Serial Voucher Codes
• Your last orders
• Test and Replica<on of Campaign Setup across countries

34. Elements in the emails

35. Next Up
• Almost re-­‐doing our en<re setup all over again, much cleaner, much
more efficient – we know be+er now.
• API integra<on to replicate manage Content / Data / Queries efficiently
across all business units.
• Content Repositories to leverage Drag and Drop
• Real-­‐<me on-­‐site Behavior triggered campaigns
• Integra<on with mul<-­‐channel campaign management system
• Transac<onal Sends!

36. Tips…
• U<lize services effec<vely during account setup. It’s worth it.
• BluePrint your Setup, Iterate, get it reviewed by an expert before you
start deployment
• Rushing through, can prove inefficient later!

37. Hope this helps!
a.gaJani@foodpanda.com
ankur.gaJani
on
skype