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How to Engage with Customers through a Seamless Marketing ExperiencePrina MandaviaProduct MarketingSalesforce @prina13m
Simon DennyPrinciple ConsultantRoost Consulting
Digital Transformation
Forward-Looking Statements
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People-based, AI-driven marketing
58% of high-performing marketers lead Customer Experience across their business
3 Key Priorities for Marketers
Connected experiences, not marketing
Penetration rate - 56.1% of population in the UK on social networks in 2017
49% of marketers say email directly links to company revenue
Back to basics: Email, Mobile, Social
Marketers lead the customer experience
58% of high performers lead customer experience
Think beyond traditional channels
Align across departments
Map the customer journey
61% of leaders map the journey today
Browsers
OfflineIDs
IBM will make Watson’s insights available directly within the Salesforce Intelligence Customer Success platform, so customers will be able to tap into Einstein’s customer relationship insights and Watson’s cross-sector data pool, spanning the likes of healthcare, financial services, retail and weather forecasting For example, Watson could analyse shopping patterns, weather and retail data, working in conjunction with Salesforce Einstein to help a retailer send automated personalised marketing emails to customers.
source: Diginomica March 2017
AppsActivate people data
TVConnect unknown to known
SocialBuild 360 degree view
Email marketing drives revenue
Mobile is integrated
Social aligns with business metrics
Get back to basics49% of marketers say email drives revenue
145% growth in mobile push
39% of marketers say social generates significant ROI
People-based, AI-driven marketing
58% of high-performing marketers lead Customer Experience across their business
3 Key Priorities for Marketers
Connected experiences, not marketing
Penetration rate - 56.1% of population in the UK on social networks in 2017
49% of marketers say email directly links to company revenue
Back to basics: Email, Mobile, Social
Simon Denny
Digital Transformation, Principle Consultant
A quick introduction
Marketing Consultant
Business Change Director
Customer Engagement & Ecommerce DirectorCommercial DirectorPublisherBrand MarketingRetail & Subscription MarketingAdvertising sales
Principle Consultant
Connected customer platform
• Experience of integrating multiple applications to create customer management platforms with Salesforce;• Service Cloud• Marketing Cloud• Community Cloud• Commerce Cloud
• Help teams define and transition to new platform
The Economist
Source:http://diginomica.com/2016/04/15/the-economist-breaks-with-convention-for-digital-subscriptions/
• Acquisition managed by 3rd parties
• Customer and subscription management supplied by 3rd parties
• No single customer view• Limited self-service for customers
to manage their account• Limited payment options• Inconsistent business processes
Creating the plan
Evaluate the capability• Analyse as-is customer
management processes, structures, pain-points
• Analyse operational structures, processes and resources
• Review integrations, customisations vs. configuration
Align the vision• Define product
vision• Set clear objectives
and measureable key results
• Align stakeholders around the product vision
Deliver value• Clear roadmap• Phased delivery• Quick wins• Cutover and
transition• Deliver backlog
incrementally in BAU
Define the problem• Understand business
vision, strategy and recent history
• Conversations with colleagues, staff, customers and partners
• Understand current customer behaviour, pain-points and blockers
Defining the problem and long-term solution…
Propose & prioritise • Functional and non-
functional requirements• Use case and business
benefits• Prioritise, define MVP
and backlog• Define scale of business
change
Product management approach
AWARENESS CONSIDERATION ACQUSITION SERVICE LOYALTYCUSTOMERJOURNEYSTAGES
CUSTOMERJOURNEYSTEPS
Catalys
t&
Motivat
orEng
ageRes
istance
Proof
Thresho
ld
Conside
rCom
parePur
chase
Receive
Experie
nce
Acknow
ledge
Lead
crea
ted
Participate
Opp
ortunity
Nee
dan
alysis
Solution
deve
lopm
ent
Eva
luation
Neg
otiate
Agree
Dep
loy
Optim
ise
Eva
luate
Eve
nts
Awards
Testim
onials
Info
Graph
ic
Guide
Testim
onial
Thou
ght
lead
ersh
ip
Thou
ght
lead
ersh
ip
Activate
CUSTOMERJOURNEYTOUCH POINTS
Domain.com
Blogs
Social
Advertising
Landingpa
ge
PR Events
Domain.com
Domaincom
PR&Social
Events
Face-to-Face
Telephone
Domain.com
Proposal
Contractagre
ement
Retargeting
Invoice
Custome
rService
CPQ
Checkout
Telephone
Trainingmate
rials
Whitepapers
Custome
rService
Domain.com
Social
Events
Face-to-Face
Telephone
Landingpa
ges
Webinars
In-pro
duct
Con
tract
&In
voice
Whitepapers
Webinars
Ren
ew
Lead
qu
alified
Advocate
Operationalstructure
Businessprocesses
Communicationandcontactstrategy
Technologyrequirements
Data,segmentation,reportingandinsight
GreatframeworktoDEFINE
Interactiondesign
Product management approach
Organise into cross-functional, objective based teams…
Meeting Business Objectives
• Building capability Introduction of single customer view Launch of subscription management
platform New cross-functional customer
management team established• Refining the operating model
Standardised and rationalised business rules and processes
Formalised customer management strategy
• Cost reduction Net infrastructure savings
Single View What Does It Look Like?
SalesService
ProductsMarketing
AppsAnalytics
Communities
What if your was all connected?
Marketing Cloud Drives Marketing ROI
Source: Salesforce Customer Relationship Survey conducted March 2015 - May 2015, by an independent third-party, Confirmit Inc., on 4,600+ customers randomly selected. Response sizes per question vary Salesforce Predictive Intelligence Benchmark Report conducted 2013 on 140 million interactions sent by Marketing Cloud customers.
Average Percentage Improvements Reported by Salesforce Customers
Increase in Marketing ROI
+ 43%+ 40%
Increase in Revenue Influence
+ 41%
Lift in Conversion
Lift in Revenue per Web Session
+ 53%
+ 46%
Faster Campaign
Deployment
`
Learn more about customer engagement online –
Salesforce.com/eusalesforce.com/stateofmarketing
Thank Y u
