Serving has become the new selling and the key to selling more and creating genuine brand advocates is delivering a great customer experience at each stage of the customer lifecycle. See best-in-class examples of how innovative digital marketers are using data, content, and technology to deliver offers, information, and services that are personal, relevant, and timely. Join Joel Book from the ExactTarget Marketing Cloud as he shows you what the winners are doing to aid the customer’s product evaluation and purchase decision and provide great new user on-boarding and service after a purchase has been made.

1. Track: Personal Transformation & Growth
#CNX14
#CNX14
What the Winners are Doing
How Smart Brands Drive New and
Repeat Sales by Delivering a Great
Customer Experience

2. Track: Personal Transformation & Growth
#CNX14
Welcome!
Joel Book
Principal, Marketing Insights
Salesforce ExactTarget Marketing Cloud
@JoelBook

3. Track: Personal Transformation & Growth
#CNX14
@JoelBook

4. 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

5. “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. Track: Personal Transformation & Growth
#CNX14
@JoelBook

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

8. Retail
Website
Search
Social
Customer Service
Media/ Promotions
Other Sites
App
THE
CONNECTED
CONSUMER
Omni-Channel Engagement

9. Connected
Stores
Connected
Call Center
Connected
Associates
Connected
Products
Connected
Communities
Omni-Channel Engagement
Retail
Website
Search
Social
Customer Service
Media/ Promotions
Other Sites
App
Connected
Devices
THE
CONNECTED
CONSUMER

10. 82% of online
shoppers use
the Internet to
research
products from
multi-channel
retailers.
Source: UPS, comScore and the e-tailing group
“Pulse of the Online Shopper" June 2014

11. of US online
shoppers are willing to
share personal
preferences to receive
more relevant offers.
Source: Harris Interactive, January 2014

12. of
consumers rely
on social
networks to
guide their
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: ExactTarget Marketing Cloud – 2012 Channel
Preference Report

15. prefer email
for promotional
communications.
prefer email
for service
communications.

16. Consumers are Mobile First
51% of emails are being
read on a mobile
device.
Source: Return Path 2014
72% of US mobile phone
users are smartphone
owners.
Source: ComScore 2014

17. MOBILE
The Power Tool of the
Connected Consumer
Shopping

18. Mobile is Changing
TV Advertising
of the US TV
audience
when
watching TV.
explore related
content or tied to
the content or advertising
(aka “Meshing”)
Source: Millward Brown Digital - “AdReaction 2014 – Marketing
in a Multiscreen World”

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

20. Track: Personal Transformation & Growth
#CNX14
@JoelBook

21. Marketing has become a 24/7
1
Job to Engage, Influence and
Serve Consumers
Through Online
and Offline
Channels

22. Consumers
expect personal,
relevant and
timely . . .
- Offers
- Information
- Service

23. The Stakes are High
54% of consumers
would consider ending
their loyalty relationship
with a brand if they were
not given tailor-made,
relevant content & offers.
Source: CMO Council

24. Marketing,
Selling &
Customer
Service
Functions are
Converging!
2

25. “CRM and advertising
are coming together in
one-to-one
marketing.”
-Twitter CEO
Dick Costolo
(1/8/14)

26. Brands Must Integrate the Customer’s
Shopping, Buying and Usage Experiences
The Customer Life Cycle
Business Getting Business Keeping

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

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

29. Journey Management Drives Results
 Increases revenue
by up to 15%
 Improves customer
satisfaction 20%
 Lowers the cost to
serve by up to 20%
Source: McKinsey & Company, 2013

30. Track: Personal Transformation & Growth
#CNX14
@JoelBook

32. First Midwest Bank uses email to
deliver relevant offers, information
and service tailored to the
customer’s geographic location,
recent interactions, and banking
history.
Since implementing this strategy in
2012, the bank has racked up
impressive results, including:
• 80% savings in direct marketing
spend
• 600% increase in product offer
conversion

36. Volvo Construction Equipment
uses Active Audiences™ from
ExactTarget to build a “social
profile” of its best customers.
Facebook uses this profile to
identify individuals who fit the
ideal profile of a potential buyer.
Volvo uses paid social ads to
engage these individuals and
drive them to the Volvo website
where they are converted to
email subscribers.

37. Volvo’s Remarketing Services
Email generates leads that help
dealers sell used construction
equipment

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

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

41. BTR Gets Personal!
BTR Sends Over 2.5 Million Unique
Email Versions Daily!
• Based on individual shopping behaviour
• Relevant products; Preferred brands
• BTR learns what customers like and want
• Not what they DON’T want
• Products, offers, price points, messaging…
*Personalization Provides a 12-18% Revenue Lift!

42. Beyond the Rack uses MobilePush
to send daily push notifications to
members notifying them of the
special sales for the day.
Results
• 60% of Beyond the Rack mobile app
downloaders have opted-in to receive push
notifications.
• 75% of Beyond the Rack mobile app
downloaders have signed into their account in
the mobile app, allowing Beyond the Rack to
create a single view of the customer.

43. BTR’s Responsive Designed Email
Increased CTR by 18%

44. Charles Best
Founder & CEO
DonorsChoose.org

45. In 2013, DonorsChoose.org Teamed with Warby Parker
Each buyer of a special limited edition of
Warby Parker sunglasses received a $30
gift card to benefit the school of the
buyer’s choice.

46. DonorsChoose.org
and Warby Parker
promoted their
“crowdfunding
collaboration” through
email delivered to their
subscribers.
150 schools
received
donations!
Warby Parker Email DonorsChoose.org Email

47. To Date, DonorsChoose.org Contributors have “Crowdfunded”
More than 450,000 School Projects

49. Email Subscriber Acquisition Process
Online /
Social
Digital CPL
DM
Website
Events /
Referrals
Partnerships
Lead Nurturing Stream
Database
Lead
Capture
&
Preferences/
Profiles
CONVERSION FUNNEL
Welcome
EM
DM
Lead
Scoring &
Identification
(Persona,
High Value,
& Class Code)

50. Personalized Email Series Welcomes New Subscribers

51. Pre-Cruise
Cruise
Post-Cruise
Honeymoon
Engagement
Shopping
Loyalty
Royal Caribbean’s Pre-Cruise Emails Enhance the Experience
“My Time Dining” Sent 14-89
days before departure
“Shore Excursion” Sent 3-120
days before departure
“You Set Sail” Sent 15-30 days
before departure
Royal Caribbean
Life Cycle Email Strategy

52. A Digital Marketing Success Story

54. “We’re using technology that enables rich
one-to-one relationships. Our entire
company is built around making every
interaction feel human.”
Mobile Apps Keep Trunk Club Customers & Employees Connected
 Trunk Club runs its personalized clothing service business
entirely on Salesforce and the ExactTarget Marketing Cloud
 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
Member App Stylist App
- Brian Spaly, CEO

57. Track: Personal Transformation & Growth
#CNX14
@JoelBook

58. NOW SERVING
1
SERVING
has become
the new
SELLING

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. 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.

61. 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.

62. 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.

63. Track: Personal Transformation & Growth
#CNX14
Thanks!
Joel Book
Principal, Marketing Insights
Salesforce ExactTarget Marketing Cloud
@JoelBook