Want to learn how to unlock the full potential of your marketing automation technology with Salesforce data? Listen in to our on-demand webinar with Marketo's Adrienne Whitten and Bluewolf's Mark Townsend to learn: • Why integration is essential for customer journey design • What marketers really need from their data • Four barriers to high performance campaigns • How to design and build programs that scale

1. How Marketers Use Salesforce
Designing Data-Driven Customer Experiences

2. Today’s Presenters:
Mark Townsend
Marketo Practice Lead
Bluewolf, an IBM Company
Adrienne Whitten
Director, Segment Marketing
Marketo
Shari Hazlett
Product Marketing Lead,
Marketing Services
Bluewolf, an IBM Company

3. Agenda
Intro
Section 1: Why Data Is Essential for
Customer Engagement
Section 2: How Marketers Can Use
Salesforce for Data-Driven Customer
Engagement
Case Study: James Hardie

4. Intro

5. Why Data Is Essential for
Customer Engagement

6. WE LIVE IN
Transformative Times

7. We Need to Transform

10. Move Towards a Focus on Revenue Impact
Revenue impact will be the top
most measured marketing
metric by 2020
Marketing Maturity

11. Your Customers Have Changed
Informed Audiences Growing ExpectationsOffer Overload
Up to 90% of a
Buyer’s Journey
today is
self-directed.
64% say customer
experience is more
important than
price.
Consumers see over
2900 marketing
messages a day.

12. Searches for
Information
Visits Your
Website to
Research
Views Demo Engages with
Marketing
Asks for
Pricing
Consults
Expert Blogs
The Customer Experience Disconnect

13. The New Customer Experience
360o Customer View
Personalized Communications
Real-time Automation

14. Less than half of marketers feel prepared for a data-driven
marketing future.
B2B Marketing and Marketscan April 2015

15. How Marketers Can Use Salesforce for
Data-Driven Customer Engagement

16. 74%Marketers who don’t
believe their data is a
competitive asset*
*2016-2017 The State of Salesforce Report

17. 80%of data is
DARK

18. Digital Marketing Transformation Curve
Tactical Automated Predictive Cognitive

19. What Do
Marketers
Need From
Their Data?

20. Alignment
with Sales
For Pipeline Velocity

21. Relevancy

22. Personalized
Customer
Moments

23. How Do
Marketers
Design
Programs
That Scale?

24. Integrate
with Salesforce
34%Marketers who use
Salesforce for reporting
or lead routing only

25. Get Beyond
Vanity
Metrics

26. Move at the
Speed of Your
Customer

27. Case Study: James Hardie

28. Next
Generation
Digital
Engagement
James Hardie

29. Customer
Retention
Challenges
Increase
Market Share

30. Lead Acquisition:
Ambassador Program
Multi-touch Campaigns
Website Redesign
Integrate Marketo &
Salesforce
Turn Partners into Advocates
Solution

31. Trade
Professionals

32. Homeowners

35. +270%
Increase in form
conversions
85%
Net new
prospects
35K +70%
Increase in CTRContent
downloads

36. Lessons Learned
1. Know Your Customer
2. Customer Journeys Are Not
One-Size-Fits-All
3. Digital Transformation is More
Than Just Technology: It’s
People and Process

37. The State of
Salesforce
Digital
Experience
bluewolf.com/sosf

38. Q&A

39. Thank
You