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How Salesforce Uses Marketing Cloud
The document outlines how Salesforce utilizes its Marketing Cloud for various customer and employee onboarding processes, emphasizing the integration of data to create personalized customer journeys. It discusses the importance of engagement through tailored communications, like welcome emails and follow-ups based on customer behavior, to enhance user experiences and drive app adoption. Additionally, it highlights the use of predictive intelligence and automated communications to streamline employee onboarding and recruitment efforts.
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Introduction to the presentation featuring speakers Bobby Jania and Dani DeTrude. Safe Harbor statement on forward-looking statements and business risks.
Salesforce Marketing Cloud unifies data, personalizes customer journeys, engages cross-channel, and analyzes interactions to create 1-to-1 customer journeys.
Focus on New Customer Onboarding, methods of engagement including welcome and ongoing emails based on customer interactions.
Highlights the importance of engagement data in determining the next steps in the customer journey through various targeted emails.
Integration of Service Cloud to manage customer engagement effectively, enhancing the onboarding experience.
Statistics showing 61% email open rates and over 20,000 customers experiencing personalized onboarding journeys yielding positive results.
Details on the onboarding process for the mobile app, including email series to encourage downloads and app interaction.
Effectiveness of win-back emails and data-driven onboarding journeys to increase app adoption rates and user engagement.
Utilization of Marketing Cloud for automating employee recruitment, onboarding, and continuous engagement through tailored emails.
Results from personalized HR journeys including high email open rates and decreased help desk traffic from new hires.
Upcoming events and sessions focused on maximizing email marketing and networking opportunities related to Marketing Cloud.
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How Salesforce Uses Marketing Cloud
- 1. How Salesforce UsesMarketing Cloud Bobby Jania Senior Director, Product Marketing bjania@salesforce.com @bobbyjania Dani DeTrude Product Marketing ddetrude@salesforce.com @dani_detrude
- 2. Safe Harbor Safe harborstatement 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. Salesforce Marketing Cloud UnifyData Build a single view of your customers, integrate data from any source, and make it actionable Personalize Journeys Trigger timely, unique, and meaningful messages, based on real-time customer behavior Engage Cross-Channel Deliver relevant content on email, mobile, social, ads, and the web Analyze Everything Measure the impact of your business and optimize every interaction Create 1-to-1 customer journeys
- 4. Marketing Cloud PowersJourneys Across Our Business Salesforce1 Mobile App Onboarding New Customer Onboarding New Employee Onboarding
- 5.
- 6. Orienting new customersto Salesforce Educating with resources Engaging customers with targeted outreach Getting Started with Salesforce Journey Creating empowered and loyal customers through 1-to-1 emails
- 7. Data Powers theCustomer Onboarding Journey Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 8. Getting Started JourneyOverview Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 9. Journeys Begin witha Welcome Email Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 10. Journeys Begin witha Welcome Email Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 11. Compelling Emails Basedon Engagement Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 12. Compelling Emails Basedon Engagement Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 13. Engagement Data DeterminesNext Steps Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 14. Engagement Data DeterminesNext Steps Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 15. Engagement Data DeterminesNext Steps Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 16. Service Cloud IntegrationOpens a Case When Needed Week 1: Welcome Email Engaged? Yes No Direct Outreach Key Contacts Identified Weeks 2-5: Interaction Based Emails Ongoing Interaction Based Emails Low Engagement Email
- 17. 61% 20,000+ Email Open Rate Customerstaken on personalized journey New Customer Onboarding Journeys Drive Results Proven Results
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- 19. Acquiring app users Onboardingrecent installers Winning back inactive users Driving Adoption of the Salesforce1 Mobile App Powered by real-time data along every step of the journey
- 20. Welcome Email App Login? Yes No Win-back Email Salesforce1 AdoptionManager Overview Exit to Next Journey Week 1 Email Series Wait 30 Days
- 21. Welcome Email App Login? Yes No Win-back Email Welcome EmailDrives App Downloads Exit to Next Journey Week 1 Email Series Wait 30 Days
- 22. Welcome Email App Login? Yes No Win-back Email Welcome EmailDrives App Downloads Exit to Next Journey Week 1 Email Series Wait 30 Days
- 23. Welcome Email App Login? Yes No Win-back Email Onboarding EmailsSent During First Week Exit to Next Journey Week 1 Email Series Wait 30 Days
- 24. Welcome Email App Login? Yes No Win-back Email Onboarding EmailsSent During First Week Exit to Next Journey Week 1 Email Series Wait 30 Days Day 1: Access Records Day 2: Take Action Day 3: Collaborate Day 4: Review Dashboards Day 5: Access Files
- 25. Welcome Email App Login? Yes No Win-back Email Onboarding EmailsSent During First Week Exit to Next Journey Week 1 Email Series Wait 30 Days
- 26. Welcome Email App Login? Yes No Win-back Email Data PowersNext Step in the Journey Exit to Next Journey Week 1 Email Series Wait 30 Days
- 27. Welcome Email App Login? Yes No Win-back Email Win-Back EmailGets Users Back Into App Exit to Next Journey Week 1 Email Series Wait 30 Days
- 28. Welcome Email App Login? Yes No Win-back Email Win-Back EmailGets Users Back Into App Exit to Next Journey Week 1 Email Series Wait 30 Days
- 29. Proven Results 7% 42%38% Increase in Downloads Take Suggested Actions Win Back Rate Data-Based Onboarding Journeys Increase App Adoption
- 30.
- 31. Recruiting automatically withMarketing Cloud Onboarding employees seamlessly Engagement throughout tenure at Salesforce Automating Talent Acquisition & Onboarding Taking candidates from interested to employed
- 32. ● Salesforce careerpages tagged to track visitor data ● Ability to build affinity maps for recruits prior to applying for a job ● Relevant content sent via email and social media Predictive Intelligence on Website Powers Recruiting
- 33. ● Highly targetedFacebook ads ● 3-month pilot program targeting 30,000 Engineering recruits ● Automated 1-to-1 personalized recruiting Targeted Social Ads Attract Recruits
- 34. ● Journey basedon location in recruiting cycle ● Data gathered from web behavior, emailed surveys and more ● Pre-screening process made easier for HR Applicants Taken on Nurture Journey
- 35. ● Journey spansfrom week prior to start date through first year ● Each email in series introduces employee to different topics ● Resources and links to important information to be successful Automated Onboarding Emails to New Hires
- 36. ● Employee communications emailssent through Marketing Cloud ● Resources and news are shared to create internal alignment ● Consistent tone and voice boosts culture Engaging Emails Sent Over the Years at Salesforce
- 37. “Thanks for thisand all the emails about various new hire topics. Your timing is great too btw! Not all at once and good sequencing.” 89.9% 3,580 30% ↓ Email Open Rate Employees taken on personalized journey Help Desk Traffic from New Hires "Appreciated that we use our own Marketing Cloud Journey Builder product to help simplify the complex new hire experience. Excited to see more of what's in store." Human Resources Journeys Attract and Retain Talent Proven Results
- 38. Marketing Cloud PowersJourneys Across Our Business Salesforce1 Mobile App Onboarding New Customer Onboarding New Employee Onboarding
- 40. 2:00 – 2:40pm MarketingCloud: The Dawn of the Digital Marketer Keynote Room Visit the Marketing Cloud booth in the Customer Success Expo 3:00 – 3:40pm How to Maximize your Email Marketing by Adding Predictive Content, Mobile, & Ads 4:00 – 4:40pm Choosing the Right Solution: When to Use Pardot, Marketing Cloud, or Both 4:40 – 6:00pm Networking reception in the Customer Success Expo Next Session:
- 41.
- 42. Marketing Cloud PowersJourneys Across Our Business Salesforce1 Mobile App Onboarding New Customer Onboarding New Employee Onboarding