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1. Marketing Revealed: How Retail
And Digital Marketers Drive
Transformation
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Speakers
MODERATOR:
Adam Blair
Executive Editor
Retail TouchPoints
Ron Pereira
Sr. Director Product
Marketing, Marketing Cloud,
Retail & Consumer Goods
Salesforce
@Salesforce

6. Marketing Revealed:
How Retail Digital Marketers
Drive Transformation
Ron Pereira
Sr. Director, Product Marketing

7. Forward-Looking Statements
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8. Four Years in the Making
State of Marketing Report

9. 507 Retailer and Brand Marketing Leaders
Surveyed Worldwide
Exclusive to marketers holding leadership roles

11. Consumers Expect a New Level of Engagement
Benchmarks are consistency, personalization, and proactivity
“State of the Connected Customer,” Salesforce Research, October 2016.
70%of consumers say
technology has made it easier than
ever to take their company
elsewhere
50%of consumers even say
they’re likely to switch brands if a
company doesn’t anticipate their needs

12. The Marketing Playbook has Transformed
Consumer journey strategies fuel consumer experience imperatives
70%of marketing leaders say
their company is increasingly
competing on the basis of customer
experience.
93%
71%
50%
High Performers vs.
Underperformers
1.9x
more likely to view the customer
experience as a key competitive
differentiator
High performers
Moderate performers
Underperformers

13. Journeys at
the Heart of
Transformation
Marketing
Embraces the
AI Revolution
Shifting Priorities Spark
Organizational Change
Key Research Findings
Marketers Move to
Evolve Journeys, but
Face Challenges

14. Journeys at
the Heart of
Transformation
Marketing
Embraces the
AI Revolution
Shifting Priorities Spark
Organizational Change
Key Research Findings
Marketers Move to
Evolve Journeys, but
Face Challenges

15. Consumers Expect Brands
and Retailers to Know Them
“State of the Connected Shopper,” Salesforce Research, October 2017.
63%
of shoppers don’t feel like
retailers know who they
truly are

16. Majority of Marketers are Focused on Creating
a Shared, Single Consumer View
65%
of retail and consumer goods marketing
leaders have become more focused on
creating a shared, single view of the
customer over the past 12–18 months

17. Leading Marketers Unite Consumer Data
Single consumer view is foundation for success
98%
60%
21%
High Performers vs.
Underperformers
4.6x
more likely to say they’re
extremely or very satisfied with
their ability to create a shared,
single view of the customer
High performers
Moderate performers
Underperformers

18. Massage Envy Masters the Personalized Customer
Experience at Scale
Decentralized marketing strategy cramped the
rapidly growing brand
Fractured brand experience across its 1,170
franchises in 49 states
No owned email platform; didn’t host own website;
no way to measure and track ROI
“With Marketing Cloud, we can actually
segment and determine who are the
lifetime value customers and who are
one-time customers.”
Jeanna Corley, DVP of Integrated Marketing
Aligning and empower regional teams to deliver a
unified brand message and optimize cross—channel
spend
Automating marketing campaigns saving franchise
owners time and allowing marketers to focus on
more strategic initiatives
Delivering a more personalized consumer
experience with segmented audiences and custom
journeys
Challenge Solution
Logo
Marketing Cloud
30%
Increase in organic
search impressions
7%
Increase in E-mail
open rate
17%
Increase in Google
Customer Actions

19. Marketers Move to
Evolve Journeys, but
Face Challenges
Journeys at
the Heart of
Transformation
Marketing
Embraces the
AI Revolution
Key Research Findings
Shifting Priorities Spark
Organizational Change

20. Consumers’ Expectations Span Every Touchpoint
“State of the Connected Customer,” Salesforce Research, October 2016 & . State of the Connected Shopper,” Salesforce Research, October 2017
81%
of consumers expect companies
to provide the same level of
service across every interaction
(whether with marketing, in-
store sales, or customer service)
54%are willing to share data
regarding their preferences with a store or
brand to receive faster or more convenient
service once in-store

21. Journeys Require Organizational Change
68%
of all retail and consumer goods
marketing teams believe customer
journey strategies require an
organizational shift
in the way they collaborate with
sales and service teams
71%of all retail and consumer goods
marketing teams are actively mapping the
customer journey across their company

22. Marketing and sales are
empowered to collaborate
Sales regularly provides
key insights that shape
marketing efforts
Marketing and sales share common
goals and metrics
Marketing and service share
common goals and metrics
Service and marketing
collaborate to manage social
inquiries/issues
Leading Marketers Work Across Organization
Percentage of Retail and Consumer Goods Marketers Who
Strongly Agree or Agree with the Following
95%
74%
43%
93%
74%
43%
91%
71%
41%
93%
69%
46%
93%
66%
43%
High Performers vs.
Underperformers
2.1x
more likely
2.2x
more likely
2.2x
more likely
High Performers vs.
Underperformers
2.0x
more likely
2.2x
more likely
Moderate performersHigh performers Underperformers
Collaboration with Sales Collaboration with Service
Marketing is suppressed
when a customer has an
open service case
78%
58%
32%
2.4x
more likely

23. Nestle Waters Connect 1:1 With Consumers
Throughout Their Journey
Reinventing engagement in the digital age
Monitoring conversations across social
Engaging in online discussions
Solving customer service cases quickly
“Our vision is to connect all the
touch-points, and move from
building databases to cultivating
communities.”
Antonio Sciuto, CMO, Nestle Waters NA
Integrated social, digital & offline campaigns
Route and tag all posts to appropriate teams
Map consumer journey from brand awareness to
advocacy
Customer Service coordinated across Command
Center, Contact Center & Marketing
Challenge Solution
Marketing Cloud
Service Cloud
57%
Increase in online market
share
45%
Increase in digital
acquisition

24. Shifting Priorities Spark
Organizational Change
Marketers Move to
Evolve Journeys, but
Face Challenges
Marketing
Embraces the
AI Revolution
Key Research Findings
Journeys at
the Heart of
Transformation

25. Loyalty is Influenced by Customer Experience
65%
of consumers say their loyalty
is influenced by companies
sending personalized or
exclusive offers/discounts

26. Use Journeys To Connect Experiences
71%
of retail and consumer goods
marketing leaders believe journeys
are the primary vehicles for
improving the customer experience
72%
of retail and consumer goods marketing
leaders have become more focused on
providing customers with a consistent
experience across every channel over the
past 12–18 months
High-performing retail and
consumer goods marketing
teams are more satisfied
with their ability to deliver
meaningful customer
journeys, and are, thus,
better able to execute on
them.

27. Deliver the right message, on the
right channel, at the right time Deliver predictive journeys
Leading Marketers Are Delivering on Journeys
Percentage of Retail and Consumer Goods Marketers Who Are Extremely or Very
Satisfied with Their Ability to Do the Following
93%
59%
18%
90%
55%
16%
High Performers vs.
Underperformers
5.2x
more likely
High Performers vs.
Underperformers
5.6x
more likely
Moderate performersHigh performers Underperformers

28. Rack Room Shoes Puts Best Foot Forward
with Personalized Journeys
No internal database to centralize customer
information
Fragmented, manual messages running as separate
and disjointed campaigns
Create a more seamless experience between online
and in-store
“With Marketing Cloud I’m able to
quickly identify the right segment and
execute versus spending all my time
building campaigns”
Paul Voss, Director of CRM
Rack Room Shoes & Off Broadway Shoes
Consolidating data from multiple sources to create a
single, 360-degree view of customer
Automating campaigns to move beyond execution
and focus on analysis/optimization
Engaging from In-Store to Email to SMS to drive a
higher customer engagement
Challenge Solution
100%
Return in Ad Spend
20
Unique Customer
Journeys
Marketing Cloud
15%
Increase in CTR

29. Journeys at
the Heart of
Transformation
Shifting Priorities Spark
Organizational Change
Marketers Move to
Evolve Journeys, but
Face Challenges
Key Research Findings
Marketing
Embraces the
AI Revolution

30. Consumers Expect AI to Increasingly
Do the Buying for Them
State of the Connected Customer survey, Salesforce Research, June 2016. Data may or may not be represented in the “State of the Connected Customer” report.
47%
of consumers say that by 2020 they
expect companies to use
AI to automatically purchase
or recommend products
based on their preferences
51%
of consumers say that by 2020 they
expect companies to anticipate their
needs and make relevant suggestions
before they need to contact them

31. Marketers Anticipate the AI Future
47%
of consumer goods
marketers are using
AI
44%
of retail marketers
are using AI
Consumer Goods Marketers Retail Marketers
71%anticipated
growth over the next two
years
66%anticipated
growth over the next two
years

32. Retailers and Brands Believe AI
Will be Transformational
Partial list
Top Marketing Practices where Marketers Believe AI Will Have the Most Transformational or
Substantial Impact within the Next Five Years
Hyperpersonalization at scale 66%
Hyperpersonalized product
recommendations
Customer segmentation / lookalike
audience modeling
Delivering the right message, on the
right channel, at the right time
64%
64%
63%
Predictive journeys 63%
User-generated content
Digital asset management
Hyperpersonalization of content
61%
61%
61%
Business insights across
data and systems
Programmatic advertising
and media buyers
61%
61%
Consumer Goods Retail

33. ThriftBooks Uses Einstein to
Recommend Great Reads
Automate promotional email campaigns; rely less on
developer team for hard-coding
Increase book orders by fine-tuning and driving
“recommended books”
Promote customer retention, especially via loyalty
rewards program
“The flexibility and ability to
optimize is exactly what we were
looking for in an implementation
with Salesforce .”
Nicole Cox, VP of Sales & Marketing
Moving from batch-and-blast to more automated
sends, 2X volume increase
Building intelligent automations powered by
Einstein, such as “Abandoned Cart” series
Leveraging new customer “Welcomes Series”
journey to promote loyalty program early on
Challenge Solution
2X
Increase in Send Volume
Marketing Cloud
Sales Cloud
Service Cloud

34. Deliver
connected consumer
engagement
Revamp organizational
structures and workflows
Drive
connected
customer journeys
with data
How Can Your Team Join the High Performers?
Stay on the
cutting edge with
AI
What High Performers Do Differently

35. Questions? Comments?

36. Want a Deeper Dive?
Get the full report now

38. #SalesforceResearch
Q&A | Speakers
MODERATOR:
Adam Blair
Executive Editor
Retail TouchPoints
Ron Pereira
Sr. Director Product
Marketing, Marketing Cloud,
Retail & Consumer Goods
Salesforce
@Salesforce

39. #SalesforceResearch
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