MARKETING AUTOMATION + COMMUNITIES = CUSTOMER LOVE

Join the Conversation:@Magnet360@Salesforce

@d_burkhardt @ericscheel

#CustomerLoveCHI

OUR MANTRA

S A L E S F O R C E E X P E R T I S E

C L I E N T T R U S T E A R N E D E V E RY D AY

Greg Adams

Area Vice President

salesforce.com

Marketing Automation + Communities

David BurkhardtArea Vice President, Exact Target Marketing Cloud @d_burkhardt

of companies lack an in-depth understanding of their customers

IBM Study of 1,700 CMOs“From Stretched to Strengthened”

Most Companies Feel Unprepared

66%

@d_burkhardt

SOURCE: REDITT, The Illusion of Choice.)

@d_burkhardt

Customers are on a Journey with Your Brand

@d_burkhardt

Marketing is the journey.And the journey is marketing.

@d_burkhardt

The customer chooses when to start the journey.

@d_burkhardt

How they want to travel on the journey with you.

@d_burkhardt

And when to end it.

@d_burkhardt

And they expect you to be there every step of the way – with directions, assistance and

assurances that you will be there after the purchase.

@d_burkhardt

Customers aren’t managed. Customers manage you.

@d_burkhardt

Do you know who your

customers are?

Four Questions

@d_burkhardt

Do you know who your

customers are?

Do you know where they are in

their journey?

Four Questions

@d_burkhardt

Do you know who your

customers are?

Do you know where they are in

their journey?

Are you driving an engagement strategy

to move them along that journey?

Four Questions

@d_burkhardt

Do you know who your

customers are?

Do you know where they are in

their journey?

Are you driving an engagement strategy

to move them along that journey?

Are you able to measure the

impact on your business goals?

Four Questions

@d_burkhardt

Build a Single View of the Customer

Define and Manage the Customer

Journey

Deliver Optimized Content across all

Customer Touch Points

@d_burkhardt

How it Works…

Journey Builder

Predictive Intelligence

Customer Data Platform

@d_burkhardt

@d_burkhardt

@d_burkhardt

@d_burkhardt

Final Thoughts …

Where are you?

@d_burkhardt

@dwisdom@d_burkhardt

ERIC SCHEEL

MAGNET 360 CTO, @ERICSCHEEL

SALESFORCE COMMUNITIES

@ericscheel

ENGAGEMENT FOR OUTCOMESE N G A G E M E N T S T R AT E G Y

/// Partner Since 2004

/// 2,000+ Platform Projects

/// 100+ Certifications

/// 8.9 Customer Satisfaction Score

@ericscheel

MYSTARBUCKSIDEA.COM

• One of the earliest branded

communities on Force.com.• Key element in turnaround at

Starbucks over the last five

years.

» 150,000 ideas submitted» 2 million votes» 250+ ideas were implemented

@ericscheel

GENERAL MILLS INNOVATION NETWORK

Key partner engagement tool

Post challenges and briefs for innovation opportunities

Create direct connection between General Mills and partners

Connected to internal resources and processes

@ericscheel

THE HOME DEPOT - DRIVING INTERNAL INNOVATION

Large public facing community

Customers, employees and experts community

Advocate Engagement

Search Engine Optimization ofcontent @ericscheel

WHY COMMUNITIES

@ericscheel

WHY COMMUNITIES

Sales• Create value added services • Expand customer mindshare• Increase collaboration & reduce friction in the sales process

Service• Self service case deflection • Service reinvention… be like Amazon• Reduce cost & improve experience

Marketing• Defend & enhance the brand• Build customer & partner advocates • Conversation is happening, companies need to join @ericscheel

DRIVING COMMUNITIES ROI

Increase sales:• Engaged customers in communities spend 19% more (University of Michigan 2013)

• 55% of consumers would pay more for a better customer experience• GE found engagement online resulted in a 15% increase in sales

Decrease costs:• 10% case deflection providing $2.5M in savings• Support can handle 3.8 issues simultaneously online vs. 1.2 over the phone.• 42% of service agents are unable to efficiently resolve customer issues due to

disconnected systems, archaic user interfaces, and multiple applications

Build brand advocates (get closer to your customer/partner):• 78% of community users 'research a problem' as part of their buying lifecycle• 24x more conversations happen in a community than on social channels• 11% share to other social networks via community (Facebook, Twitter, etc)

@ericscheel

COMMUNITY MATURITY MODEL

2 – Presence• Stake your claim

• Direct partner and customer engagement

• Create feedback loops

1 – Planning• Listen & Learn

• Develop business case

• Internal cultural alignment

3 – Engagement• Dialog Deepens

• Internal Users Engage (Sales, Support, Product Development, Marketing)

• Profile / Identity aggregation

4 – Formalized • Organized at scale

• Global coordination

• Governance

• Optimized at scale

5 – Strategic • Across enterprise

• Employee, partner and customer

• Consolidation of sites and channels

Functionality ExtensiveLimited

Bu

sin

ess

Im

pa

ct

Hig

hL

ow

6 – Converged• Community embedded into

products, services and processes

@ericscheel

S A L E S F O R C E E X P E R T I S E

@ericscheel

THANK YOU

@ericscheel