How Salesforce Uses the Marketing Cloud

How Salesforce Uses the Marketing Cloud

Gordon Evans, VP Product Marketing, @gordonevans Kelly McCaughey, Director, Accelerate, @kmccaughey Asma Stephan, Manager, Social Media Marketing, @asmageorge Dawn DeVirgilio, Senior Manager, Digital Communications @dawndevirgilio

In this session we’ll cover:

Using Journey Builder to drive Salesforce1 Mobile

Adoption

Using Social Studio for Listening, Publishing,

Engagement & Customer Care

Using the Marketing Cloud to drive

registrations and engagement for

Connections

1 2 3

Salesforce Adoption Manager The fastest way to turn your employees into Salesforce power users

Driving Salesforce1 Mobile App adoption through a personalized cross-channel customer journey to increase retention rates & loyalty

Three Unique Journeys | Download, Week 1 & Bring Back

Journey #1 | Download Salesforce1 Mobile App

Journey #2 | Week 1 with the Salesforce1 Mobile App

Day 1: Access Records Day 2: Take Action Day 3: Collaborate Day 4: Review Dashboards Day 5: Access Files

Journey #3 | Bring Users Back

2 days

Acq

uire

Onb

oard

Brin

g B

ack

16%  Monthly  Ac+ve  Users  

Salesforce Adoption Manager The fastest way to turn your employees into Salesforce power users

Enable Salesforce Adoption Manager Today!

In this session we’ll cover:

Using Journey Builder to drive Salesforce1 Mobile

Adoption

Using Social Studio for Listening, Publishing,

Engagement & Customer Care

Using the Marketing Cloud to drive

registrations and engagement for

Connections

1 2 3

Salesforce Social Publishing By the Numbers Corporate team: •  5 Primary Corporate channels

•  Publish ~300 posts a month Company wide:

•  90+ Branded social channels

•  Publish ~3,000 posts a month •  All in Social Studio

Social & Content ❤ A Perfect Match We share resources that our audience finds helpful to build trust and brand affinity.

90K avg mentions

a month

Listening & engage

Who’s talking about Salesforce? WHO   WHAT   RESPONSE  

Customers   Ques+ons  or  feedback  about  the  product,  support  issues.  

Answer  ques+ons  or  route  to  appropriate  teams.  

Influencers  &  Fans   General  feedback.   Posi+ve  engagement.  

Employees   News  Sharing,  “inside  Salesforce”   No  engagement  needed.  

Media  Outlets   Ar+cles  &  news.   Monitor.  No  engagement  needed.  

Other   Nega+ve  comments.   Escalate,  offer  help  whenever  possible.  

Support and Collaboration •  Dedicated Support handle that sits

on the support team •  24/5 coverage •  Robust channel that offers tips and

helpful resources

In this session we’ll cover:

Using Journey Builder to drive Salesforce1 Mobile

Adoption

Using Social Studio for Listening, Publishing,

Engagement & Customer Care

Using the Marketing Cloud to drive

registrations and engagement for

Connections

1 2 3

Abandoned  Cart  Leverage  the  best  prac+ces  for  B2C  and  implement  for  a  B2B  Audience    46%  Open  Rate  15%  Click  Rate  31%  Engagement  Rate    

3000  Mobile  Push  Opt  Ins    4  ½  out  of  5  Star  Review  

4000  Downloads  of  Mobile  App  90%  iOS          10%  Android      

Standard Push Beacon Push Geofence Push

Audience:  CNX  2014  A\endees  Standard  SMS:  Link  to  Mobile  

App   MMS:  Video  MMS  Image  

Email + Social Ads: Connections Promotions Goal: Register for CNX CTR: 1.03% CPC: $1.28

Goal: Register for CNX CTR: 1.18% CPC: $2.05

Email + Social Ads: Connections Registrations Goal: Add CNX to Calendar CTR: 3.59% CPC: $0.49

Goal: Download the Mobile App Gained +800 Opt-ins 2 weeks

Customized 1:1 Journeys Intelligent Email Messaging

Mobile Messaging Group Messaging

Social Advertising on Facebook and Twitter Social Media Management

Contact Management Opportunity Management

Reports and Dashboards Salesforce1 Mobile

Chatter

Tracking Registration with Sales Cloud

In this session we’ll cover:

Using Journey Builder to drive Salesforce1 Mobile

Adoption

Using Social Studio for Listening, Publishing,

Engagement & Customer Care

Using the Marketing Cloud to drive

registrations and engagement for

Connections

1 2 3

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Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA

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Questions?