Create 1:1 Customer Journeys with Marketing Cloud
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With this presentation, Sampsa Lindroos from Fluido accompanied by Lotta Laurin from Salesforce, speaking during the Marketing Automation Unplugged-event organized by SBD on February 5th 2015, explained how companies can succeed with their marketing automation through the use of Salesforce's Marketing Cloud solutions. They briefly went through the situation today, and presented some views on the future, all through the prism of Salesforce.
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Create 1:1 Customer Journeys with Marketing Cloud
- 1. The Journey Is the Reward Create 1:1 Customer Journeys with Marketing Cloud Fredrik Saatchi Sales Director, Salesforce Sampsa Lindroos Digital Marketing Solutions, Fluido Group
- 2. 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 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.
- 3. World’s #1 CRM company World’s most admired software company World’s most innovative company Celebrating 15 Years of Customer Success 4TH YEAR IN A ROW!2011 • 2012 • 2013 • 2014 #1 most admired in software #7 best company to work for Marketing Cloud
- 4. Behind Every Thing Is a Customer Become a Customer Company Sales Service Marketing CommunityApps Analytics
- 6. LAN/WAN Client Server Millions SNA Mainframe Terminal Thousands LTE Cloud Social . Mobile . Cloud . Connected 50 Billion Connected “Things” Third Wave of Computing: “Internet of Things”
- 7. Behind every is a customer.thing
- 8. Click Facebook Ad Newsletter Sign-up Personalized Content Email Mobile Opt-inDownload App Contact Customer Support Evangelize on Facebook Support Issue Resolved First Purchase Across the Entire Customer Journey
- 9. *Transforming Customer Experience: From Moments to Journeys, 2013 Journeys are strongly correlated with business outcomes. +36% Customer satisfaction +19% Likely to stay/renew +28% Willingness to recommend +33% Less likely to cancel/churn
- 10. The future of marketing is the 1:1 customer journey.
- 11. The Customer Journey Connects Discrete Interactions Acquire Onboard
- 13. Customers Now Expect Relevant 1:1 Experiences Connected Customer s Connected Brands Web Store CommunityEmail Soci al Mobil e Produ ct Connected Experience s Stadium
- 14. But Today These Interactions Are Isolated Your BusinessYour Customers
- 15. How do you create 1:1 customer journeys?
- 16. Four Questions Do you know who your customers are? Where are they in their journey? Are you engaging and moving them along the journey? Are you measuring the impact on your business goals?
- 17. Create a Contextual View of Your Customers
- 18. Track Where Your Customers Are in Their Journey
- 19. Engage with Your Customers as Individuals
- 20. Measure the Impact on Your Business
- 21. Powering Success in Every Industry Technology Financial Services & Insurance 3.1B API calls in a month 100TB stored by a single customer 21B messages sent in a month 99.96% product uptime Travel & Hospitality Internet & eCommerce ™ Retail/CPG Communications & Media
- 22. Case study - Pernord Ricard Pernord Ricard e-CRM program • Database for Relational Data as Preferences, Communications, Refer a Friend, Promotions, Memberships, Interest Profile, Behavioural data and customers (consumers). • Capture data from any interfaced source into the database (behavioural data, web navigation, internet navigation, mobile app usage, e-mail read/respond etc) • Predictive analytics, statistics and Query functionality to exploit, understand and filter your consumers base on any data in the database • Automation tools to trigger events (send e-mail/newsletters, web update, mobile update, sms etc) • Campaign building tools to setup assets included in the campaign, activities and events automated or non automated. • Journey Builder, lifecycle marketing application that delivers personalized customer experiences to large scale audiences “Capturing attention cross real and digital events to ensure lifetime engagement“
- 23. Customer success by focus on lifetime value % Lift in AOV Over Time 1.99% 3.28% 4.14% 3.24% 4.89% 5.66% 7.44% 7.92% 0.17% 0.16% 0.21% 0.69% 2.24% 2.17% 4.85% 4.54% 3.32% 5.73% 7.81% 4.82% 7.74% 8.45% 10.75% 11.46% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Months 1-3 Months 4-6 Months 7-9 Months 10-12 Months 13-18 Months 19-24 Months 25-30 Months 31-36 Average 25th Percentile 75th Percentile Global Benchmark PI, All customers, Salesforce Marketing Cloud
- 24. Sony case study and demo
- 26. Marketing Cloud The Platform for 1:1 Customer Journeys Build a single view of the customer Plan and optimize the customer journey Deliver personalized content across every channel and device Measure the impact on your business Journeys Contacts Content Channels Analytics Apps
- 27. Thank you
Editor's Notes
- ACTION: Customize the introduction for the customer you’re meeting with. Example: Northern Trail Outfitters story added to highlight how it can be customized. One of the things I love about shopping at a Northern Trail Outfitters store is the experience. Your team is incredibly knowledgeable on all of your products. Whether I’m an experienced skier, wanting to buy a waterproof ski jacket, or a first-time hiker looking for new boots, they’re able to help me find the right product. As a customer, it’s an amazing journey. So the question becomes, how can Northern Trail Outfitters replicate that journey to all of your customers – offline and online? As far as the customer is concerned, the journey is the reward. Today, I’d like to talk to you about how Northern Trail Outfitters can create amazing 1:1 customer journeys with the Salesforce Marketing Cloud.
- Since we are a publicly traded company, we must provide a quick reminder that this presentation may contain forward-looking statements. Customers who purchase our services should make their purchase decisions based upon features that are currently available.
- Our customers have embraced our mission with astounding enthusiasm. And it’s their success that has propelled us to be #1 in enterprise cloud computing, #1 in CRM according to IDC, and #1 in Marketing Clouds according to CRM Magazine. While we’re excited about our business momentum, our ongoing focus is grounded on a firm commitment to innovation. This is why in addition to being pleased with industry analyst recognition from IDC and Gartner, we’re particularly excited to be named by Forbes Magazine as the world’s most innovated company for four years in a row. --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Additional Context on accolades: Forbes “Most Innovative Companies in the World” is awarded to the company offering the most “Innovation Premium” - The Innovation Premium is a measure of how much investors have bid up the stock price of a company above the value of its existing business based on expectations of future innovative results (new products, services and markets) . Members of the list must have $10 billion in market capitalization, spend at least 1% of their asset base on R&D and have seven years of public data. The FORTUNE World’s Most Admired Companies study surveys top executives and directors from eligible companies, along with financial analysts, to identify the companies that enjoy the strongest reputations within their industries and across industries. In Dec 2012, the Economist awarded Salesforce and Marc Benioff the award for innovation in the process and service category Forbes “Best Companies to Work For” – salesforce.com was awarded #7 for 2014. The ranking of the top companies was determined by taking cumulative average ratings from the half-million employees who responded to the 18-question survey between Nov. 24, 2012 and Nov. 13, 2013. CRM Market Leader Awards: The Market Leader Awards rate the top five vendors in categories based on a composite score that includes revenue, revenue growth, market share, customer wins, reputation for customer satisfaction, depth of product functionality, and company direction.
- In order to thrive in this environment, in order to proactively manage these individual customer journeys across the entire customer lifecycle, companies need a platform that can tie everything together around the individual customer; a platform that connects sales, service, and marketing interactions across a single view of the customer, and one that is grounded in customer data, which ultimately informs every interaction, in any channel. at any point in time along the customer journey. That platform is Salesforce, the only company in the world that offers an end-to-end platform for managing customer experiences and 1:1 customer journeys across the entire customer lifecycle, with your customers’ individual data at the core. Salesforce unifies best in class applications for Sales, Service, and Marketing, with a robust platform for custom application development, community building, and analytics. Salesforce is the Customer Success Platform.
- Marketing Cloud Services Partner Community is comprised of select partners that understand what it takes to deliver the Internet of Customers opportunity, because they do it every day. With expertise in Marketing Cloud as well as the rest of the Salesforce platform, our partner network can help you fuse the full value of Marketing Cloud with the power of Saleforce.
- Why is effective digital marketing so critically important in today’s marketplace? Because today, everything is digital. The third wave of computing, the internet of things, has arrived and everything is now connected, from people and brands to cars, jet engines, and soda machines.
- These connections are not important because of the devices and apps themselves. They are important because behind every device and app is a customer and an opportunity to connect with that customer.
- ACTION: Mention a customer that you think does a good job on the entire customer journey, and why. Opportunities to influence the customer journey through the entire customer lifecycle, from the very first time a customer learns about your brand, to the first time they try it or experience it, to the first time they have a problem with it, all the way through to when they become a brand loyalist, or even an advocate. No matter the industry, customers are on a journey with your brand. Every individual customer’s journey is different! These days, more so than ever before, the customer chooses when they want to start the journey, how they want to travel on the journey, and when they want to end it. And they expect you to be there for them every step of the way, especially AFTER they have made a purchase. Every individual interaction along the journey matters. The sum of those interactions is your brand. The lines between sales, service, and marketing are blurring. They are becoming one and the same. Customers expect a seamless, frictionless, and personalized experience from the companies and brands they do business with, every step of the way. Our customers are on a journey with our brands, and our job as marketers, as sales people, as the customer care team, whatever, is to understand our customers on a 1:1 basis, to understand their individual journeys, and then to influence those journeys, at scale, such that we can achieve desired business outcomes.
- Companies who embrace this philosophy, and who actively manage customer journeys are seeing strong and tangible business results, with more satisfied customers who are more likely to stay/renew, more willing to recommend, and less likely to cancel/chum. These companies are more likely to know their customers, to understand them better, to help them solve problems, and even to be able to anticipate their needs. These are the types of companies that customers want to do business with, to patronize, to be loyal to, to advocate for.
- So the future of marketing is the 1:1 customer journey (talking points below are optional) Customer journeys are customer centric … they are anchored in the way a customer thinks about their experience with an organization, not the other way around. Customer journeys capture each moment that matters, each event, each defining experience for a customer across for entire customer lifecycle. And customer journeys define how an organization communicates with their customers at each of these moments that matter across all touch points and all marketing channels.
- Where you connect discrete interactions, from any channel, on the customer’s terms…
- … Where you combine customer data with customer behaviors, in real-time, to create more intelligent communications and interactions that respond to and anticipate customer needs, and which are designed to move a customer along her unique journey.
- Not just because of the number and types of interactions that are now possible, many of which are completely outside of our control, but also because customer expectations have fundamentally changed. Now that everything is connected, we live in a real time, on demand society where customers have become more demanding. The balance of power has shifted to the customer. They expect you to know who they are, to know their history, to recognize them in any channel, to make things easy for them. They expect relevance. And because of the internet of things, because of the availability of data, and new technology tools at our disposal, we as marketers can deliver on that. We can offer personalized 1:1 experiences in EVERY channel, on the customer’s terms, and we can manage and optimize every individual customer’s unique journey with our brand across the entire customer lifecycle.
- However today, there is a gap. Most organizations are not delivering data driven interactions and experiences to their customers. Instead, these organizations communicate and interact with their customers through a series of disconnected, independent campaigns and messages – often across many organizational functions – that are not coordinated, data driven, or entirely purposeful. They are not delivering true 1:1 customer journeys. They are not embracing the future of marketing. This needs to change. .
- Which begs the question, how do you create and deliver 1:1 customer journeys at scale?
- In order to do it, you need to be able to answer 4 key questions. You need to know who your customers are, where they are in their journey, how to engage them in any channel, and how to measure the results.
- More specifically, you need to be able to create a contextual view of your customers by combining all available data sources in individual contact records that are living, breathing, and always evolving, constantly being updated as your customers interact with your brand or product, consume content, make purchases, respond to marketing communications, etc. This helps you understand who your customers are, and provides the data driven intelligence you need to power highly personalized and relevant 1:1 communications.
- Then, you need to be able to visually plan and map out the interactions that will take place for groups of individual customers during each stage of the customer lifecycle. Not just for specific moments in time based on a single event, but instead for the entire customer lifecycle, which can unfold in a coordinated series of events and interactions that are based on individual customer behavior, and your business objectives.
- Next, you need to deliver personalized content for each of these interactions across every channel and device, at precisely the right time, so every interaction is relevant and on the customer’s terms.
- And last, you need to be able to measure the impact of every interaction on your business so you can see what is working, and what isn’t, thereby empowering you to optimize your strategy and tactical plans in real-time.
- Who is using it? Our customers range from business-to-business and non-profits, to some of the largest business-to-consumer companies in the world – like Bank of America, Nike, Unilever, and The Gap. These leading brands, big and small, know that it’s more important than ever to develop and nurture real relationships with their customers – and their results using Marketing Cloud’s products and services prove it.
- That’s exactly what Marketing Cloud is built to do as THE platform for 1:1 customer journeys with technology that enables you to build a single view of your customers leveraging data from any source, plan and optimize unique customer journeys based on your business objectives, deliver personalized content across every channel and device at precisely the right time, and measure the impact of every interaction on your business so you can optimize your approach in real-time and deliver better results.