Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud

Marc Benioff Chairman & CEO

/Salesforce.comFoundation

@SFDCFoundation

Corporate Pres – PowerPoint Template – 16x9 FY14.pptx

Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud

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Enterprise Cloud Computing Market Share

#1 World’s Most Innovative Company 2011, 2012, 2013

#1

Market Leader: Enterprise, MidMarket, SMB & Sales Force Automation

#1

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Product

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$55M+ Grants

20,500+ Non-profit

Organizations

1/1/1 Model Adopted by

Become A Connected Campus: Connect With Your Students in a Whole New Way

Connected Faculty/Staff

Connected Careers

Connected Alumni

Connected Devices

Connected Students

Featured Presenters

Sandra Sanvido Director, HE Marketing

Salesforce.com Foundation

Gordon Evans VP, Product Marketing

Salesforce.com

Jason Belland Sr. Assoc. Director of Online Technology

Columbia Business School

Gordon Evans VP Product Marketing @gordonevans  

Your Students & Alumni

     Cloud . Social . Mobile . Connected

Sales Cloud Service Cloud ExactTarget Marketing Cloud AppExchange

Salesforce1 Platform APIs

Salesforce1 Mobile App

Salesforce1 Platform Services

Force.com Heroku1 ExactTarget Fuel

Salesforce1: A New Platform for the Future

Plan,  personalize  &  op/mize  the  student  &  alumni  journey  

Build  a  single  view  using  data  

Deliver  personalized  content  on  every  channel  

Plan Optimize Personalize

Manage the Entire Journey from Simple to Complex

Identify Lifecycle Touch Points

Personalized Enrollment Email

Athletic Event Reminder SMS Alert

Alumni Fundraising Campaign

Transaction Confirmation for Tuition Payment

Campus Welcome SMS Alert

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Customer Data Platform Scalable platform for aggregating & accessing customer data

No Limits on Data Storage Any Source Data, from Anywhere Interactive, Visual Data Modeling

Unique, Individual Preference Profile Content, Product, Offer Automation Real-time, highly personalized interactions

Predictive Intelligence Automatically predict and deliver the next best offer, product or content for every customer in real-time

Intuitive, drag & drop interface

Cross-channel

Real-time analytics

Random, multivariate split testing

Marketing Automation: Journey Builder Create personalized, automated customer journeys

Simple data connection model

Complete view in Salesforce

Highly personalized communications

Salesforce Integration Leverage CRM data to segment & target across all channels

Using Salesforce.com for the Single View

Lead or Contact

Campaign or Report ExactTarget

Marketing Cloud

Email Internet Service Provider (ISP)

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(Open, Click, Bounce, Forward to Friends, etc.)

Subscriber Actions Updated to SFDC Lead/Contact and Aggregate Level for Bulk

Sends (Open, Click, Bounce,

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Email Trusted leader in Email used by over 10,000 customers worldwide

Easy-to-use content, personalization, and testing tools Fast, highly scalable platform No scheduled downtime ISP reputation management, delivery tools, and mobile preview

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SMS and push notifications

Location-triggered messaging

Responsive design

Advanced targeting

Mobile Reach your audience wherever they are and however they choose

Actionable visual insights Interactive, in-stream publishing Advanced workflow capabilities

Social Listen, publish, and engage across all social channels

Self-service across Twitter and Facebook

Easy-to-use advertising creation tools

Reporting and analytics across multiple metrics

Advertising Buy & optimize media at scale, creating custom audiences for ad targeting

Web Experiences Turn static websites into highly interactive, personalized experiences

Websites and landing pages Web behavior tracking and triggers Predictive, personalized content Guided selling tools

HubExchange The app marketplace for marketers, by marketers

Industry-leading marketing apps Browse, search, drop and go Enterprise distribution controls

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Clemson University brings social media into the classroom Embraced 21st century change by modernizing curriculum Adopted state-of-the-art Social Media Listening Center Innovative group projects & interdisciplinary research Stock market prediction rate of 77% (up 784% in 7 weeks)

We  are  early-­‐-­‐possibly  the  first-­‐-­‐academic  adopters  of  this  technology  and  approach.    -­‐    Jim  BoCum,  Chief  Informa/on  Officer,  Clemson  University    

Thunderbird School of Global Management Wanted to gather relevant information from both prospective students and alumni

ExactTarget Marketing Cloud developed a custom profile center to nurture prospective students and alumni while also attracting donations

Improved value to prospects and graduates through relevant messaging

Ivy Tech Community College

One of the nations’s largest statewide community colleges with single accreditation Needed to streamline communications to prospective and returning students Developed automated cross-channel journey to deliver customized materials

Demo

2008  Email  marke/ng  was  a  small  part  of  marke/ng  mix,  largely  comprised  of  email  newsleCers  and  broadcast  messages    2014  Email  marke/ng  at  founda/on  of  marke/ng  efforts,  complemen/ng  other  channels  are  more  focused  on  tailored  communica/ons    

Changing  expecta/ons  

Building  a  Founda/on  •  Website  inquiries  •  Program  survey  data  •  ACendee  interests  /  purchase  history  •  Sales  conversa/ons  

Deliverability  

Deliverability  

A/B  Tes/ng  

Dynamic  Content  

Referral/Upsell  

Data-­‐Centric  Editorial  Choices  

Repor/ng  

Results  •  A/B  Tes/ng  has  allowed  for  data-­‐centric  analysis  of  campaigns,  leading  to  

more  effec/ve  messaging  with  higher  click  through  and  open  rates  

•  Exact  Target  plaZorm  and  support  has  provided  significant  gains  in  email  deliverability  

•  Customers  can    manage  their  rela/onship  with  us,  choosing  how  they  want  to  hear  from  us  and  about  which  topics  

•  Integra/on  with  Salesforce  means  that  Sales  and  Marke/ng  are  now  connected,  not  opera/ng  on  separate  channels  

•  Dynamic  content  has  allowed  more  personalized  emails  at  the  center  of  our  campaigns,  augmen/ng  our  broadcast  messages  

Next  Steps  

•  Automa/on  with  Journey  Builder  technology  

•  Op/mized  social  integra/on  

•  More  personaliza/on