How the Best Marketers Use Salesforce Data
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How Marketers Use Salesforce Designing Data-Driven Customer Experiences
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Transcript of How the Best Marketers Use Salesforce Data
How Marketers Use Salesforce
Designing Data-Driven Customer Experiences
Today’s Presenters:
Mark Townsend
Marketo Practice LeadBluewolf, an IBM Company
Adrienne Whitten
Director, Segment MarketingMarketo
Shari Hazlett
Product Marketing Lead, Marketing ServicesBluewolf, an IBM Company
Agenda
Intro
Section 1: Why Data Is Essential for Customer Engagement
Section 2: How Marketers Can Use Salesforce for Data-Driven Customer Engagement
Case Study: James Hardie
Intro
Why Data Is Essential for Customer Engagement
WE LIVE IN
Transformative Times
We Need to Transform
Move Towards a Focus on Revenue Impact
Revenue impact will be the top most measured marketing metric by 2020
Marketing Maturity
Impressions
Clicks
Outcomes
Revenue
Lifetime Value
Your Customers Have Changed
Informed Audiences
Growing Expectations
Offer OverloadUp to 90% of a
Buyer’s Journey today is
self-directed.
64% say customer
experience is more important
than price.
Consumers see over 2900 marketing
messages a day.
Searches for Information
Visits Your Website to Research
Views Demo Engages with Marketing
Asks for Pricing
Consults Expert Blogs
The Customer Experience Disconnect
The New Customer Experience
360o Customer View
Personalized Communications
Real-time Automation
Less than half of marketers feel prepared for a data-driven marketing future.
B2B Marketing and Marketscan April 2015
How Marketers Can Use Salesforce for Data-Driven Customer Engagement
74%Marketers who don’t believe their data is a competitive asset*
*2016-2017 The State of Salesforce Report
Digital Marketing Transformation Curve
Tactical Automated Predictive Cognitive
What Do Marketers Need From Their Data? ?
Alignmentwith SalesFor Pipeline Velocity
Relevancy
PersonalizedCustomer Moments
How Do Marketers Design Programs That Scale? ?
Integratewith Salesforce
34%Marketers who use Salesforce for reporting or lead routing only
Get Beyond Vanity Metrics
Move at the Speed of Your Customer
Case Study: James Hardie
Next Generation Digital Engagement
James Hardie
Customer Retention
Challenges
Increase Market Share
Lead Acquisition: Ambassador Program
Multi-touch Campaigns
Website Redesign
Integrate Marketo & Salesforce
Turn Partners into Advocates
Solution
Trade Professionals
Homeowners
+270%Increase in form conversions
85%Net new prospects
35K +70%Increase in CTR
Content downloads
Lessons Learned
1. Know Your Customer
2. Customer Journeys Are Not One-Size-Fits-All
3. Digital Transformation is More Than Just Technology: It’s People and Process
The State of Salesforce Digital Experience
bluewolf.com/sosf
Q&A
Thank You
