New World of Marketing: The Perfect Customer Experience Management

1. New World of Marketing
​Thimaya Subaiya
​SVP, Global Marketing & Operations
The Perfect Customer
Experience Management

2. Forward-Looking Statements
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​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. A Single Platform for Connecting with Customers
INTELLIGENT
CUSTOMER SUCCESS PLATFORM
​Connect to your customers in a whole new way

4. New Learning Model
Fun and easy way to learn to be your best
Product
Knowledge
HR &
Culture
Leadership &
Management
1M+ Badges
completed 189+ Badges
available
Visit trailhead.com and get started
today

5. Our Core Values
Growth
Focus on customer
success to drive
mutual growth
Equality
Respect and value a
diversity of people
Trust
Communicate openly and
deliver the highest level
of service
Innovation
Consistently deliver new
technology that lets you
innovate

6. A Smarter World
​Trends have disrupted how we market
Search Social Mobile AI
Created a huge need for
effective SEM and SEO strategies
Made new levels of targeting
possible for marketers
Changed how customers consume
content & engage with brands
Made personalized 1:1
journeys a necessity

7. The Customer Buying Experience Today
​The customer has access to more information than ever before
Video
Demo
Free Trial
E-Book
Guided Tour
Articles
Whitepapers
Blog
Customer Reviews
Case Studies
Research Reports
Customer Stories
Sign-Up Forms
Chat
Webinars
Direct Mailers
Events
Emails
More
Products
More
Content
More Channels

8. The Customer Buying Experience Today
​The customer has access to more information than ever before
Video
Demo
Free Trial
E-Book
Guided Tour
Articles
Whitepapers
Blog
Customer Reviews
Case Studies
Research Reports
Customer Stories
Sign-Up Forms
Chat
Webinars
Direct Mailers
Events
Emails
More
Products
More
Content
More Channels

9. Feedback from:
Customers l Sales l Agencies l Partners
Messaging
& Comms
Unified Point of View
Salesforce for:
Industries
Integrated Planning &
Marketing Orchestration
Customer/Prospect Segmentation
Workflow Design
Market
Insight
Integrated Marketing Execution
Sales
Enablement
Email
Thought Leadership
Web
PR
Partner Mktg
Social
Strategic Events
Field Mktg Events
Brand
Awareness
Experiences
Need-based
Journeys
Sales
Relationship
Building
SMB
Integrated Marketing Drives Customer Success
Market
Research
SF Live Webinar

10. Advertising
PR
Digital
Sales
assets
Events
CXO
dinners
Closed
Sale
Data Science
Marketer’s Ideal: Customer Follows End-to-End Journey

11. Advertising
PR
Digital
Sales
assets
Events
CXO
dinners
Closed
Sale
Data Science
Reality: Marketers Can’t Control How Customers Engage
1
2
3
4
5
Lost Opportunity
1
2
Jane Joe Ann

12. New Age of Marketing: AI-Driven Marketing Orchestration
​Marketing as a workflow based on your campaigns
Rethink journey-based
marketing in the context of
your campaigns workflow
Use AI to inform who to target
with each of your marketing
activities
Optimal Audience:
Owns Sales Cloud and has
Marketing Title
Optimal Audience:
Attended a Webinar or Watched a
Demo
Optimal Audience:
Seen a Display Ad or Responded to
SEM/SEO
Active Marketing Campaigns
Contact Database
Webinar
Ideal Journey of a Lead
Email
Marketing Cloud
Free Trial
Facebook
Customer Video
Jane Joe Ann

13. Summary
82Total
Accounts
35Accounts Engaged in
Last 30 Days
5Active
Campaigns
$15MPipeline
Generated this Qtr
52% of Estimated Accounts
in Market
Low Engagement from
Customers (25%)
Low Program Volume;
Heavily Prospect Focused
85% Attainment
of Target
Recommended Next Steps
Host Customer-Focused Webinars for Cross-Sell
Launch FB IP Targeting Campaign
Terminate Display Customer Video Campaign
Plan Customer Event in Houston
Create Nurture Campaign for Customers
Enrich Houston Account Database
P1
P1
P2
P2
P3
Target Market: Houston
Latest Marketing Activity
See More…
Active Campaigns
Channel Offer Target Audience
CXO Dinner Event Mid-Market – Customers
SEM Demo All Segment – Prospects
Display Customer Video Enterprise – Prospects
Email Whitepaper Small Business – Prospects
Website ROI Calculator All Segment – Prospects
Current Qtr Pipegen
$4.2M
$3.7M
$4.5M
$0.2M
$1.9M
Contact
Last
Activity
Next Best
Engagement
Ralph Woods Dinner Sales Follow-up
Joyce Fuller Web ROI Calc. Dinner Invite
Anthony Perry Customer Video Email Journey
Cynthia Hart SEM Demo Webinar

14. How Seamless Orchestration Works
Technology-agnostic overlay that creates a single view of the customer
Marketing Orchestration
x
Single View
of the Customer
Social Media Marketing Platform Media Optimization
Marketing Automation System
Business Intelligence Tool
Website Analytics Tool
Data Enrichment Tools
Email Marketing Platform
Webinar PlatformCRM Platform Search Engine Marketing Tracking

15. Next Generation Marketing Orchestration
​Steps to Embedding AI into your Campaign Workflow
AI-Driven
Marketing
Orchestration
1
Integrate messages and
campaigns with
common framework
2
Focus on contact-based
marketing
3
Rethink campaign
workflow