Learn how marketing can lead the customer journey across the sales, service, and marketing clouds. No two customers are alike, and it's up to you as marketers to identify who your customers are, where they are on their journey, how you can drive engagement, and how to measure the impact of your marketing efforts. Take full advantage of marketing features across the Salesforce clouds to develop real relationships with your customers through every step of their journey, and across every aspect of your business. Learn how you can utilize email, mobile, and social technologies to build those 1:1 customer relationships, with the powerful combination of ExactTarget Marketing Cloud and Salesforce Sales and Service Clouds.

1. Track: Salesforce for Marketers
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Introduction to
Salesforce for Marketers
Matt Tippets,
Sr. Director ExactTarget Marketing Cloud Integrations
mtippets@exacttarget.com

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Safe Harbor
Safe Harbor 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 statement 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 product 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 litigations, risks associated with completed and any
possible mergers and acquisitions, the immature market in which we operate, or relatively limited operating history, our abil ity 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-alesforce.
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 Filing's 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 in 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. Track: Salesforce for Marketers
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The Future of
Marketing is 1:1
Customer Journeys
Service
Sales
Apps
Analytics
Marketing
Community

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The Only Platform for 1:1 Customer Journeys
Across Sales, Service, and Marketing
Mobile
Interactive
Experiences
Sell to
Businesses
Market to Millions
of Customers
Support all of
Your Customers
B2B & B2C Customer Support
Sales & Lead Management
Journey Builder for Connected Customers
Shared Customer Data
Salesforce 1 Customer Platform
Engage Every
Customer
Sales & Lead
Management
B2B & B2C
Customer
Support
Automated,
Personalized
Journeys

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Customer
buys software
Contacts support
with question
Tweets about her
great experience
Shares advice in
community group
Customer sent coupon
for next purchase

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Do you know who
your customers are?
Where are they are
in their journey?
Are you engaging them
along their journey?
Are you measuring the
impact on your goals?
Evaluating our Marketing Efforts

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Need to Know Basis
Do you know who
your customers are?

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Understanding Your Customers

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Understanding Your Customers

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• Mobile, interactive experiences
• Personalized content
• Connected to your customer data
• Drive customer loyalty

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“With Salesforce Communities, we need
to ensure customers have a fantastic
experience, stay engaged, and
build a thriving ccoommmmuunniittyy.”

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Where, Oh Where?
Do you know who
your customers are?
Where are they
in their journey?

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Journey Across the Clouds

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The Customer Journey Concept
Customers interact with
organizations on journeys
that cut across individual
touchpoints that different
functions tend to optimize.
Transforming Customer Experience: From Moments to Journeys

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• Engage customers anytime, anywhere
• Embed service into every product & app
• Build customer loyalty
• Solve cases faster with collaboration
• Improve customer satisfaction

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“Our sales managers need a system for
with
maintaining personal relationships
auto dealers around the U.S.”

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Question Three
Do you know who
your customers are?
Where are they
in their journey?
Are you engaging them
along their journey?

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Goal-Oriented Customer Journeys
A sales rep calls Kelly
and extends an invite
to Connections
She receives an
SMS with an
early bird offer
Kelly receives
an email: Only
400 Spots Left!
She checks the
community group to see
reviews of past events
Kelly registers
for and attends
Connections 2014

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• Get 360-degree views of all your
customers & Prospects
• Get better leads
• Improve close rates
• Grow sales faster

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“We want a more cost-effective and
producers
efficient system for onboarding
with critical product information.”

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Question Four
Do you know who
your customers are?
Where are they
in their journey?
Are you engaging them
along their journey?
Are you measuring the
impact on your goals?

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Standard ExactTarget
Marketing Cloud &
Journey Builder
Metrics
• These are the metrics we
focus on as marketers.
• And we have the responsibility
to optimize these metrics.
ETMC will always help you
understand and optimize your
performance.
• With the cross cloud journey,
we need to broaden our view
(next slide)

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Cross Cloud Metrics
Journey-led transformations deliver impact
across multiple dimensions.
*Transforming Customer Experience: From Moments to Journeys, 2013
+20%
Customer
satisfaction
+10-15%
Fuel revenue
growth
-15-20%
Lower cost
to serve
+20-30%
Engage
employees

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Pamela Coan
Fleetcor

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“We wanted a way for Marketing and
Sales to
Improve customer satisfaction.”

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Karalee Slayton
Sr. Product Marketing Manager, Integrations

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A Marketer’s Secret Weapon:
The Customer Service Experience

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Marketing & Sales Unite With a Common Goal

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Accelerate Pipeline with Pardot

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An Insiders Look: How the ExactTarget Marketing Team
Uses Their Own Products to Connect With Customers

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Drive Customer Engagement with Salesforce Communities

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Create Marketing Innovations on the Salesforce 1 Platform

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Questions?

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Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
Prizes!
$50
Starbucks
Gift Card
#CNX14
Session speaker info
@pamelacoan2
@cablemaven

35. Track: Salesforce for Marketers
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

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