Understand your customer through strategy and best practices around five key lifecycle stages: Acquire, Onboard, Engage, Advocacy & Retain. In this workshop, we'll cover foundational elements to help you expand and evolve based on your customer's unique needs. For more information around Cloud Services, visit our website: http://sforce.co/1ZuutDV

1. #CNX16
Do You Know Your Customer?
Tips & Tricks for Best in Class Lifecycle Marketing
Kandice Carlson
Manager, Strategic Services
kcarlson@salesforce.com
@kandicecarlson

2. What We’ll Cover Today
Quick Overview of
Strategic Services
Exercise to Identify Your
Customer Lifecycle Stages
Tools to Help You Build
Your Roadmap
1 2 3

3. Today’s marketplace demands
a new approach
Evolving brands,
technologies, & agencies
Consumers shaping the market
Successful brands understand a customer’s journey.
Disrupted business models

4. Data ScienceCreativeStrategy Deliverability
Strategic Services
Aligning overall business strategy with technology and operations
to deliver customer-centric journeys that drive business results.

5. Unique Versatility
• top technology & teams
• dynamic customer base
• expertise and focus
• flexibility

6. Flexible Engagement Model
full service
AGENCY
collaborative
PARTNER
guiding
CONSULTANCY

7. Incredible Customer Success

8. #CNX16
Let’s Talk Lifecycle

9. Lifecycle Stages to Consider
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
Invite customers to
connect
with your brand.
Make a good first
impression, establish
the relationship, and
set the stage for future
communications.
Provide value that turns
customers into loyalists
and brand enthusiasts.
Build loyalty by
recognizing your best
customers and treating
them with care.
Don’t give up on the
unengaged subscriber.

10. A Lifecycle Is Not One Size Fits All
AWARENESS CONVERT ONBOARD SERVE GROW
PLAN BOOK PRE-TRIP IN-TRIP POST-TRIP
BROWSE PURCHASE POST PURCHASE RETENTION ADVOCACY

11. Define Your Customer’s Moments that Matter
Consider all the ways your customer is interacting with you
OPEN
ACCOUNT
DEPOSIT
CHECK
CHANGE
ACCT. ACCESS
BRANCH
VISIT
INACTIVITY FRAUD ALERT FACEBOOK
LIKE
MANAGE
ONLINE
ACCOUNT
CHANGE
LOCATION
EXTERNAL
TRANSFER
TWEET
COMPLAINT
BROWSE
LOANS
FUND
ACCOUNT
FIRST INV.
ACTIVITY
MILESTONE CREDIT CARD
CLOSED
OPEN
SUPPORT
CASE
CLOSE
ACCOUNT
DOWNLOAD
APP
OPEN BIZ.
SAVINGS
VIEW AD BROWSE COMM
VEHICLE LOANS
ADD BIZ. FUND DECREASE
DEBT

12. #CNX16
Roadmap It

13. ​ The secret of getting
ahead is getting started.
​ ― Mark Twain

14. Current Email Program
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Abandon Cart Anniversary
Abandon Browse Birthday
Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement
Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN

15. Evolution of Email Program
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Abandon Cart Anniversary
Abandon Browse Birthday
Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement
Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTURE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
Homepage Lightbox Progressive Profiling Recommended Products Pre-Lapsed NPS Alternate Channel Save
Active Audiences Product Education Replenishment Clientelling Loyalty Program Opt-Down
Local Store Promotion Back in Stock Surveys Social Sharing
Upsell/Cross-Sell

16. Evolution of Digital Program
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM
Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab
Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase
Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTURE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback
Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser
First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down
Almost Gone Alternate Channel Save
Key Email SMS Push Social Web Other

17. Key Components Review
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM
Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab
Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase
Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTURE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback
Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser
First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down
Almost Gone Alternate Channel Save
Key Email SMS Push Social Web Other

18. #CNX16
Let’s Brainstorm

19. #CNX16
What lifecycle stages make sense
for your customers & your business?

20. #CNX16
What important moments take place
when your customers interact with
your brand?

21. #CNX16
Let’s map those “moments” to the
corresponding lifecycle stage…

22. #CNX16
Thank you!
kcarlson@salesforce.com

23. Join Us For Dreamforce 2016
October 4-7, 2016 | San Francisco, CA