The Power of the Salesforce Platform: Using Data to Increase Engagement Managing the CRM Track

1. The Power of the Salesforce Platform
Using data to increase engagement

3. 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.

4. Margo Martinez
Director, Industry Solutions
Salesforce.org
Today’s Speakers
Dorothy Osborne
Assistant Dean, Academic
Programs & Student Services at
The College of William and
Mary, School of Education
Alexander Rich
Solution Engineer
Salesforce.org

5. Trailblazer Story
Dorothy S. Osborne
Assistant Dean, Academic Programs & Student Services
School of Education
William & Mary

6. William & Mary
A public university in Virginia that’s steeped in tradition
Graduate &
Professional Schools
Undergraduates
Graduate
students
56,300 2,500

7. William & Mary Core Problem

8. School of Education Challenges
NO CRM
Prospect Management – in SIS or Excel
Online application – had to be printed. All
documents printed.
Review process - hundreds to files moved from
office to office for review
Paper-based test scores: GRE and TOEFL (= no
prospect record)
Communication plan – managed manually via mail
merges with Outlook

9. Biggest Challenge
Lack of Engagement

10. Solution - TargetX Prospect Management
All suspects and prospects in one place with lead source data point
Outlook
integration
Branded Inquiry
Form
Quick entry form
for staff
Inquiries created
from electronic
loads of test scoresand purchased lists

11. Inquiry Forms
Recruiting

12. Solution - Outlook Integration
Allows for the
admissions teams
to be much more
organized and
proactive
Directly feed our
communication with
applicants and potential
applicants in Salesforce
Not previously possible
with our previous CRM

13. Solution - Marketing Cloud
Branded, appealing communications
● Triggered based on inquiry/application/decision
Journeys based on TargetX reports
● Inquiry journey
● Suspect Journey
● Applicant Journey
● Admitted Student Journey
● Enrolling Student Journey
● Paid not submitted
Scheduled sends
Communications

14. Solution - Marketing Cloud
Communications

15. Solution - Marketing Cloud Journeys
Communications

16. Solution - Marketing Cloud Journeys
Communications

17. Solution - Individual Email Results
Communications

18. Marketing Cloud Success
Data for decision making to determine next steps for engagement:
● Look at open rates, clicks, unsubscribes, etc. on journeys
● Look at metrics on individual sends as well
Different messaging
for Suspects and
Prospects
Regular, consistent
communication with
inquiries
9 week inquiry journey
with program specific
content
Set it and forget it
for journeys
(mostly)

19. Solution - TargetX Online Application
Program Specific Applications
45 variations of the application
Core contact section
Embedded domicile section
Automated notifications
● In Progress Reminder
● Completed
● Decisions Are Ready

20. Online Application Review

21. Solution - TargetX Online Application
Forward Facing Dashboard
Outstanding Checklist Items and Delivery of Decision Letter =
Real time communication with applicants!

22. Data - Evaluating our solutions
Funnel Reporting
● Determine open rates - evaluate suspects and prospects differently
○ We have a 60-70% open rate on all email
● Look at success of sends and journeys - which emails did folks engage with
○ A/B testing - a first for us
● Determine who applied based on lead source
○ Which recruitment campaigns produced applicants/admits
● Determine how many stealth applications we received
● Use engagement with journeys to change funnel status of inquires
○ With a workflow in TargetX
Info we never had before our Salesforce Solution

23. Wins
ENGAGEMENT - at every stop in the funnel
● Better, more attractive marketing
● Bigger funnel
● Tailored messaging
DATA for Decision making
● Determine which recruitment efforts yield applicants/admits
● Proactive against summer melt
● Better manage staff time on more engaged prospects
More
applicants
& higher
yield!

24. 1
5
4
3
2Events in
TargetX
Scoring
prospects
Setting goals
on Marketing
Cloud
journeys
Defining the
“Student
Experience” at
WM (and
implementing
a solution)
More reports and
dashboards
Wish list: chat
bots!
6
What the Future Holds

25. Data and Engagement
Margo Martinez
Salesforce.org

26. Impact on Admissions Offices
90% of admissions
directors concerned about
reaching enrollment goals
Inside Higher Ed Survey: ongoing trend of increased pressure
38% 87%
Missing
Targets
Emphasis on
Value

27. THE WORKFORCE
is changing
EDUCATION
is changing
TECHNOLOGY
is changing
Cloud, mobile, social,
AI, CRM, Big Data
New students, new expectations;
k-20 initiatives; disaggregation of the degree
New skills; lifelong learning.
of children entering
school will be working
in new job types that
aren’t on our radar yet
65% 73%
of undergraduates are
non-traditional college
students
of the data in the world
was created in 2018
90%
Impact of the 4th Industrial Revolution
The Wave of Change in Higher Ed

28. Homogenous profile
Just a degree
Single career path
TODAY
Siloed Student Data
Slow Decision-Making
Reactive Engagement
360-degree View of the Student
Data-Driven Decision-Making
Proactive Engagement
YESTERDAY
Diverse demographics
High expectations
Lifelong learning
The Student Experience Is Evolving for the Future

29. From AACRAO
Recruitment is an Art and a Science
ART of Recruitment
SCIENCE of Recruitment

30. INQUIRY ENROLLMENT
Education Cloud for Recruiting and Admissions
ONBOARDING
MARKETING
RECRUITING
Awareness Building
Social Engagement
Advertising
Multi-channel Journeys
Recruiting Events
Acceptance
Financial Aid
Enrollment Management
Campus Events/Orientations
Task Management & Forms
Application Review
Communities
Online Applications
ADMISSIONS
Onboarding Journey
Recruiting & Admissions |

31. Reach the right student at the right time, in the right way and personalize engagement at scale
Personalized Engagement
Better Acquisition
Precision Engagement
Attribution Insights &
Predictive Capabilities

32. Reimagine Recruitment and Admissions with AI

33. 80+ participants - multiple campuses
Students, interns, staff, CIOs
Developed working Bots with Natural
Language Processing in ONE DAY
Community events to foster innovation in chatbots for Higher Education!
Higher Ed Chatbot Hackathons

34. Demo: How to Recruit & Find More Students
Digital marketing and analytics across admissions and recruiting

35. Meet Sofia
● A 18 year old female
● High School valedictorian
● First generation college prospect
● Spends a lot of time on mobile

36. Intelligent
Advertising
Self-Service
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
Application
Accepted
Multi-channel
Engagement
Submit Request
Information Form
Receive
Personalized
Program Email
Planned Outreach
Confirm Interests
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Self-Service
TRAIL KEY
Interaction
Engages with
Chatbot
Prioritize Activity
Einstein Voice Activity
Logged
Respond to
Application FAQ’s

37. Intelligent
Advertising
Admissions
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Admissions
TRAIL KEY
Interaction
Connected University
5mins ago
ConnectedUniversity Set your future up for success: Get
a quality education, earn a prestigious degree, and make
friends for life. Here at ConnectedU, you can have your
cake and eat it too!

38. Intelligent
Advertising
Admissions
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
Submit Request
Information Form
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Admissions
TRAIL KEY
Interaction

39. Intelligent
Advertising
Admissions
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
Recruiting Journey
Submit Request
Information Form
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Admissions
TRAIL KEY
Interaction

40. Admissions
Intelligent
Advertising
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
Multi-channel
Engagement
Submit Request
Information Form
Receive
Personalized
Program Email
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Admissions
TRAIL KEY
Interaction

41. Intelligent
Advertising
Self-Service
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
Multi-channel
Engagement
Submit Request
Information Form
Receive
Personalized
Program Email
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Self-Service
TRAIL KEY
Interaction

42. Intelligent
Advertising
Self-Service
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
Multi-channel
Engagement
Submit Request
Information Form
Receive
Personalized
Program Email
Planned Outreach
Confirm Interests
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Self-Service
TRAIL KEY
Interaction
Prioritize Activity
Einstein Voice Activity
Logged

43. Intelligent
Advertising
Self-Service
Recruitment
Management
Sofia
Prospective Student
Targeted Ads
Application
Accepted
Multi-channel
Engagement
Submit Request
Information Form
Receive
Personalized
Program Email
Planned Outreach
Confirm Interests
TRAIL KEY
Rachel’s Journey
Marketing
Marketing
Sofia’s
Applicant Journey
Recruitment
Marketing
Self-Service
TRAIL KEY
Interaction
Engages with
Chatbot
Prioritize Activity
Einstein Voice Activity
Logged
Respond to
Application FAQ’s

44. New! Einstein Analytics Service

45. We Help Customers From Trailhead to Transformation
With resources, programs and experts to fit their needs
ADOPTION
PROGRAMS
ALWAYS ON
RESOURCES
PROJECT & ADVISORY
SERVICES
SHOW ME
HOW
DO IT
WITH ME
DO IT
MYSELF
Trailhead
Getting Started
journeys
hub Power of Us Hub
P Partners
Services Pro Bono
Accelerators Premier Success
Roundtables and Events

46. Commitment to Our Community
Higher Ed Summit
Innovation Leadership
Forums
Dreamforce
Proven
Results
Power of US Hub
+ 40,000
education and nonprofit
organizations are using it to
learn, collaborate, innovate,
and network
Higher Education
Events
Higher Education
Advisory Council
CIO Council
Our Support Our Ecosystem
Open Source
Community
Our Partners
Customer Success
Group
Premier Support &
Services
Higher Education
Councils