The document discusses how brands can use data and technology to deliver personalized customer experiences across channels. It emphasizes that customers now research purchases online and expect consistent, relevant interactions from brands. The Salesforce Marketing Cloud allows companies to gather customer data from various sources, understand individual customers, and personalize communications at every stage of the customer journey to improve engagement and sales. Case studies show how Trunk Club and Volvo Construction Equipment use the platform to drive higher conversion rates and revenue through personalized digital marketing.

1. Marketing to the Power of ONE!
How Smart Brands Use the Salesforce Marketing
Cloud to Deliver a Personalized Customer Experience
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook
1

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3. By 2019, CMOs predict:
 Digital marketing will account
for more than 75% of the
marketing budget.
 Campaigns will unfold in real
time, depending on the
individual needs and intents
of each customer across
every device and channel.
Source: Accenture Interactive - 2014 CMO Insights

4. “Gartner predicts that, by
2017, the CMO will have a
larger IT budget than the
CIO”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014

6. The
Connected
Consumer
More Informed.
More Empowered.
More Demanding.

7. First Visit Hand-Raise Purchase
Buying Cycle
Sales Cycle
• Online Research
• Exploring Brands and Products
• Narrowing of Options
• Making the decision
• Justifying Decision
• Ordering
The Buying Process has Changed!
Online Research
“Before ever entering a store,
62% of shoppers already know
what they want to buy through
prior online research.”
Bazaarvoice: "Social Trends Report 2013"

8. Source: Google – “Zero Moment of Truth”, 2012
The average
consumer consults
10.2 sources of
information before
making a purchase.
{In 2010, it was 5.3}

9. of all
shoppers use
the Internet to
research and
purchase
products and
services
Source: Cisco Internet Business Solutions Group
"Catch and Keep Digital Shoppers" 2013

10. By 2018, 58% of the US
population will access
the Internet via a
connected TV.
Source: eMarketer, June 2014

11. of US mobile
phone users are
smartphone
owners.
Source: comScore MobileLens, October 2014
want self-
service access to
digital content in
store.Source: Cisco Internet Business Solutions Group study:
"Catch and Keep Digital Shoppers“ January 2013

12. of
consumersrely
onsocial
networksto
guidetheir
purchase
decision.
Source: SproutSocial, 2014

13. of
consumers trust the
opinions and
reviews posted
online by other
consumers.
Source: Nielsen: “Global Trust in Advertising
and Brand Messages” – September 2013

14. of US
consumers
are email
subscribers.
Source: Salesforce Marketing Cloud

15. prefer email
for promotional
communications.
prefer email
for service
communications.
Source: Salesforce Marketing Cloud

17. Customers
want a
across
channels!
1

18. The Customer Life Cycle
Business Getting Business Keeping
Brands Must Deliver Relevant Offers, Invitations and
Service throughout the Entire Customer Life Cycle

19. Innovative Brands Guide the Customer through their
Shopping, Buying and Usage Experiences
Awareness Evaluation Purchase Usage RePurchase Advocacy

20. 78% of consumers are
more likely to be a repeat
customer if a brand
provides them
personalized offers.
Source: Infosys
The Good News

21. 54% of consumers
would consider ending
their relationship with a
brand if they are not
given tailor-made,
relevant content & offers.
Source: CMO Council
The Bad News

22. +
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Product Needs,
Interests, Preferences
Campaign
Response History
Analytics and
Engagement Score
Product /Service
Purchase History
Customer
Demographics
Email Address
Physical Address
Customer Data
Event Attendance
History
Data is
The Money Ball
of 1:1 Marketing
Explicit Data (Reported) + Implicit Data (Observed)
2

23. “Data-driven companies
are 5% more productive
and 6% more profitable”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014

24. Brands Must Have a Multi-Channel Strategy for Observing,
Acquiring and Storing Customer Behavioral Data
Melissa Smith Email: msmith@gmail.com
Age 32 Twitter: @MelissaSmith01
Chicago, IL Facebook Friend & Email Subscriber

25. Twitter Interaction
Triggered by
Published
Content
Email Signup
via Facebook
Welcome Email /
Request for
Needs & Interests
Site Browsing &
Guided Exposure
to Content
Email 1
Triggering
Mobile App
Download
Email 2 & Invitation
for Mobile Push
Sign up
Progressive Profiling Enables Brands to
Learn about the Customer’s Interests and
Predict what Offers, Information and
Service are Relevant and Timely
ProgressiveProfiling
Twitter:
@MelissaSmith01
Melissa Smith
Postal Address
Email:
MSmith@gmail.com
Preferred Retailer
Birth year
Mobile Phone
Number
Personal Profile
Data
Browsing Behavior
Product Interests
Promotion
Participation
Mobile App
Downloaded
Product Purchase
History
Requested Push
Notifications
Customer Service
History

26. When customer data is used to
predict and deliver
relevant content,
Conversion Rates
increase 6 – 9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud
Benchmark Report

27. Journey
Management
3
Customer
Experience
is the key to
delivering a great

28. Source: McKinsey & Company
The buyer considers an initial
set of brands, based on brand
perceptions and exposure to
recent touch points.
1
The buyer adds or
subtracts brands as he
evaluates what he wants.
2
Ultimately, the buyer
selects a brand at the
moment of purchase.
3
After purchasing a product or
service, the buyer builds
expectations based on experience to
inform the next decision journey.
4
The Customer
Decision Journey

29. Source: McKinsey & Company, 2013
Customer Journeys span all stages of the Customer
Experience, from buying the product to actually using it

30.  Increases revenue by
up to 15%
 Improves customer
satisfaction 20%
 Lowers the cost to
serve by up to 20%
Source: McKinsey & Company, 2013
Automating and Optimizing Customer
Journeys Produces Impressive Results

32. Retail/CPG
Travel
& Hospitality
Communication
s & Media
Internet
& eCommerce Technology
Financial Services
& Insurance
More than 10,000 Brands Worldwide use
the Salesforce Marketing Cloud

33. A Digital Marketing Success Story

35.  Trunk Club runs its personalized clothing service business entirely
on Salesforce and the Salesforce Marketing Cloud platform
 Employee mobile app gives stylists insight into member’s dressing
style, brand preferences, and sizes
 Integrated sales, service & marketing provides unified view of the
customer; Enables fast, personalized member service
Mobile Apps Keep Trunk Club Customers & Employees Connected
“We’re using technology that enables rich
one-to-one relationships. Our entire
company is built around making every
interaction feel human.”
Member App Stylist App
- Brian Spaly, CEO

39. Volvo Construction Equipment manufactures and sells heavy
construction equipment for use in multiple industries. Products and
services are offered through proprietary or independent dealerships.
The Company

40. Volvo CE Multi-Channel Marketing Strategy
Monthly Email
Newsletter
Bi-Monthly
Remarketing
Email
Volvoce.com
Volvo Construction Dealers
Trade Shows
Twitter Facebook YouTube

41. Email is Vital for
Lead Generation and
Lead Nurturing

42. When a Visitor Clicks the Volvo
Newsletter Sign-up Link, it Triggers
Opt-in Form

43. Volvo’s monthly
eNewsletter is used to
nurture leads and deliver
industry-specific news,
promotions and product
information
November 2014 Issue -
Road Construction Edition

44. Volvo’s Remarketing Services
Email generates leads that help
dealers sell used equipment
Information Request

45. Volvo CE Lead Management Workflow
Salesforce Marketing Cloud integration with CRM
system enables Volvo sales reps to track leads,
manage opportunities
Lead report sent via
Salesforce Marketing Cloud
to Volvo sales rep
Personalized “Thank You”
email sent via Salesforce
Marketing Cloud to customer
Data
Cleansing
Lead Scoring
Data Integration in CRM

46. Volvo CE is Very
Effective in Leveraging
Social Media

47. Benefits:
 Enables Volvo to deliver ads to Facebook members who fit the profile of the desired customer
 Generates leads, Attracts new email subscribers, Drives downloads of the Volvo CE Insider app
 Reduces costs per lead by 30%.
Volvo CE Uses Facebook Custom Audiences

48. Facebook Custom Audience
Location – Living In
Canada
United States
Age
23 and older
Interests
Construction equipment brands competitive
to Volvo Construction Equipment
Results
 279,746+ Impressions
 9,485 Clicks
 27 Direct Sales Qualified Leads
 $2,065.71 Cost ($76.50 / SQL)
Volvo Uses Facebook Ads to Drive Leads

49. Volvo Construction Equipment’s digital
marketing solution helps dealers to sell
$100 million dollars worth of new and
used equipment each year.

50. Sony PlayStation
Digital Marketing Success Story

51. Sony Delivers a Personalized Experience for PS4 Game Players
 Launched PS4 & player community to enable Sony and PS4 players to stay connected
 Sony has complete visibility into the PS4 player’s journeys from novice to advanced
 Delivers engaging, relevant content across email, mobile, social and in-game experience

53. Sony’s Back on Top!
Sony has overtaken Nintendo in
console sales for the first time in
eight years, following the successful
launch of the Playstation 4 (PS4) in
November 2013.
Sony sold a total of 18.7 million
consoles in the last financial year,
which ended in March 2014,
compared to Nintendo's 16.3
million.

55. NOW SERVING
1
SERVING
SELLING
has become
the new

56. The 1to1 Marketing Paradigm
Understand the needs and
expectations of individual customers
and use that insight to personalize and
optimize every interaction across
online and offline channels.

57. The 1to1 Marketing Paradigm
Understand the needs and
expectations of individual customers
and use that insight to personalize and
optimize every interaction across
online and offline channels.

58. The 1to1 Marketing Paradigm
Understand the needs and
expectations of individual customers
and use that insight to personalize and
optimize every interaction across
online and offline channels.

59. The 1to1 Marketing Paradigm
Understand the needs and
expectations of individual customers
and use that insight to personalize and
optimize every interaction across
online and offline channels.

60. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@ExactTarget.com
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/