How to create engagement and maximize marketing ROI starting from data

Transcription

1 How to create engagement and maximize marketing ROI starting from data

2 Forward-Looking Statement 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 Our agenda for today Intelligent Marketing in the Fourth Industrial Revolution How to create engagement and maximize marketing ROI starting from data o The adidas customer story o An adidas customer experience o Behind the scenes

4 VIDEO

5 Intelligent Marketing in the Fourth Industrial Revolution Jose Yáñez, RVP Marketing

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7 Fourth Industrial Revolution Intelligence is transforming the customer experience 1 st Industrial Revolution Steam 2 nd Industrial Revolution Electricity 3 rd Industrial Revolution Computing 4 th Industrial Revolution Intelligence 1700s 1800s 1900s Today

8 Trailblazers are Leading a Marketing Revolution Word of Mouth Marketing Mass Marketing Digital Marketing Intelligent Marketing

9 Technology is Redefining Consumer Expectations By devices per person 7B digital assistants

10 The Customer Experience Gap Your Company Your Customer Siloed Data Siloed Channels Siloed Departments of consumers will switch brands if a company 52% doesn t personalize communications to them Source: "State of the Connected Customer," Salesforce Research, October 2016

11 `Marketing Technologies are Highly Fragmented By Scott ~150 Logos ~5,000 Logos

12 Digital advertising and marketing continue to converge Key Takeaway Advertising and marketing organizations now share common budgets and use the same team to manage marketing and to build ad campaigns 59% Share a common budget Source: Salesforce Research Advertising 2020 Report, January 2018

13 Digital is Better but Still has a Gap Marketers Reaching wrong or unqualified audiences Advertising message does not address my needs Can t connect IDs across devices, apps & browsers Campaigns & customer experience are disconnected Wasting budget on unseen or accidental ads Interruptive or too much advertising IDs 60% of mobile banner clicks are accidental 56% Customers Wasted Money Channels of display ads unseen ROI CSAT

14 Data Closes the Gap in Digital Advertising But existing approaches lack scale and security Multiple Data Sources Devices Advertising Platforms CRM, , Data Warehouses, POS, Spreadsheets, Analytics Customer data on USB drives, computers or inaccessible and disconnected systems Direct upload to ad platform 90% of data today was created in the last year

15 How do you meet the expectations of the empowered consumer?

16 The Trailblazer Path to Intelligent Marketing Know Engage Personalize everything about your consumer across the entire consumer journey everywhere with artificial intelligence v

17 Know Your Consumer Collect and analyze all data to really know your consumer Contacts Flexible meta-data model for storing all your marketing data Commerce, Sales and Service Data Synchronization of marketing data with the rest of Salesforce DMP, 2 nd and 3 rd Party Data Complete solution for capturing and activating online data 12B 43PB Salesforce records syncing every day of consumer data

18 Actually Two Valuable Types of Data Meaning two types of audiences UID KATY HART FEMALE CRM ,000K Online Those You Know Those You Want to Know Existing customers, prospects and leads with data like , name, phone, purchases, sales interactions and service tickets Audiences you want to understand and discover interacting with your site, content, ads, apps, store and events

19 UID Understand & capture your entire market KATY HART FEMALE Ad Studio Leverage who you know $32,000 DMP nd 3rd???? Data Studio Extend your data asset & reach with key partners

20 Engage Across the Entire Journey Connect every touchpoint throughout the consumer lifecycle Cross-Touchpoints Integrate , mobile, social and advertising Cross-Channels Connect Marketing, Sales, Service and Commerce From Awareness to Advocacy Optimize the experience across the consumer lifecycle

21 How Does it Work? DMP Activation find lookalikes on open web Ad Clicks to Landing Page Fill out newsletter & preference form Hello, who am I speaking with? Let me transfer you to one of our specialists. Can you Creative inactive engagers segment hold? Two Day No Response Sync Direct Lookalike campaigns on Facebook & Google First Campaign Tailored campaign to new list Acquisition List Segment active engagers Measure Impact Classify customer ROI impact and preferred multi-channel mix Segment unengaged Follow up ad driving engagement

22 Personalize Everywhere with Einstein Leverage Einstein AI to drive smarter, more targeted and timely interactions Discover New Audiences Predict Behavior Make Targeted Recommendations Optimize the Funnel Einstein Recommendations Einstein Engagement Scoring Einstein Segmentation Deliver the next best product, content or offer for each individual, automatically Build actionable lists of customers based on likelihood to engage Discover behavioral patterns and personas to reach new segments Einstein Journey Insights Track the customer journey and discover the optimal path to conversion Einstein Social Insights Discover images and scenes, capture sentiment and perform workflow on social content

23 How Customers Achieve Success with CRM Based Advertising Acquisition & Leads Nurture & Engagement Optimization & Suppression Find new customers with lookalike audiences on Facebook and Google Increase ROI for existing customers campaigns for upsell renewals, and re-engagement Stop advertising to customers who already purchased, are unhappy or unqualified 50 % Lead growth in first few weeks 16x Return on ad spend to inactive customers 14 % Reduction in budget vs. prior benchmark

24 How Customers Achieve Success with Salesforce DMP Audience Planning & Activation Personalization & Optimization Insights & Analytics Inform audience strategy and channel mix and activate across every addressable channel Deliver highly relevant messages through dynamic creative while managing & optimizing delivery for efficiency and effectiveness Unlock rich insights from customer journeys to inform planning & investment decisions 30 % Increase in category reach by finding in-market buyers $ 23M Saved advertising spend from overspend & fraud 15 % Increase in return on ad spend through Einstein insights

25 Marketing ROI Lead Volume + 27 % Campaign Lead Conversion Deployment + 28 % + 30 % +25% Increase in Marketing ROI Average Percentage Improvements Reported by Salesforce Customers Source: Salesforce Customer Relationship Survey conducted among 10,500+ customers randomly selected. Response sizes per question vary.

26 Trusted by Great Brands 500B s sent FY17 102B social posts stored FY17 2.5T Salesforce DMP data events/year 3.2B customer ads served

27 To keep you on your toes Quiz and prizes Download the app or log on to kahoot.it Enter game pin Listen Answer as fast as you can Win Salesforces swag

28 The adidas customer story An adidas customer experience Behind the Arianna Galante, Project Director Marketing Gianluca Carminati, Solutions Engineer Marketing

29 Everyone runs faster with Salesforce

30 For adidas, the most important store in the world is our dot-com site. Period. And Salesforce is an important partner in executing on it. Kasper Rørsted, CEO adidas Leads the Race in a Superior Customer Experience Challenge Wanted to provide a premium, personalized, and connected experience to consumers Difficult to collect shopper feedback and resolve service issues across channels Needed to capture and aggregate customer data across systems for world class experience Solution Salesforce has enabled adidas to build proactive interactions with customers 1,100 agents provide fast, personalized, and smarter customer service with Service Cloud Transforming the digital experience across online global stores with Commerce Cloud Delivering 1:1 intelligent shopper journeys across every channel with Marketing Cloud Service Cloud Commerce Cloud Marketing Cloud 1,100 Care agents 4 Channels of support across phone, , web or social

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32 To keep you on your toes Quiz and prizes Download the app or log on to kahoot.it Enter game pin Listen Answer as fast as you can Win Salesforces swag

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