Future Is Now Webinar Series Recap & Strategic Planning for 2015

The Future is NOW!
How Smart Brands are Using the Salesforce Marketing
Cloud to Acquire, Onboard, Serve and Retain
Customers
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook

Safe Harbor
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

The B2C Buying Process has Changed!
Buying Cycle
Sales Cycle
First Visit Hand-Raise Purchase
• Online Research
• Exploring Brands and Products
• Narrowing of Options
• Making the decision
• Justifying Decision
• Ordering
Online Research
“Before ever entering a store,
62% of shoppers already know
what they want to buy through
prior online research.”
Bazaarvoice: "Social Trends Report 2013"

The B2B Buying Process has Changed!
Buying Cycle
Sales Cycle
Online Research
“70% of the B2B buying cycle
is complete before the buyer
engages with Sales”
Source: Sirius Decisions
First Visit Hand-Raise Purchase
• Online Research
• Making the decision
• Exploring Brands and Products
• Justifying Decision
• Narrowing of Options
• Ordering

The average
consumer consults
10.2 sources of
information before
making a purchase.
{In 2010, it was 5.3}
Source: Google – “Zero Moment of Truth”, 2012

of all
shoppers use
the Internet to
research and
purchase
products and
services
Source: Cisco Internet Business Solutions Group
"Catch and Keep Digital Shoppers" 2013

By 2018, 58% of the US
population will access
the Internet via a
connected TV.
Source: eMarketer, June 2014

of
consumers rely
on social
networks to
guide their
purchase
decision.
Source: SproutSocial, 2014

Consumers are Mobile First
73% of US
mobile phone
users are
smartphone
owners.
Source: comScore MobileLens, October 2014

of
consumers use
their mobile
phone to
research
products in
store.
Source: Cisco Internet Business Solutions Group study:
"Catch and Keep Digital Shoppers“ January 2013

The
1
Connected
Consumer
More Informed.
More Empowered.
More Demanding.

Customers
expect a
across
channels!

Brands Must Deliver Relevant Content through Every
Channel at Every Stage of the Customer Life Cycle
The Customer Life Cycle
Business Getting Business Keeping

The Good News
78% of consumers are
more likely to be a repeat
customer if a brand
provides them
personalized offers.
Source: Infosys

The Bad News
54% of consumers
would consider ending
their relationship with a
brand if they are not
given tailor-made,
relevant content & offers.
Source: CMO Council

Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
+
Broadcast
Mobile
Social Media
Dealer/Agent
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Customer Data
Email Address
Physical Address
Customer
Demographics
Product Needs,
Interests, Preferences
Product /Service
Purchase History
Event Attendance
History
Analytics and
Engagement Score
Campaign
Response History
Data is
The Money Ball
of 1:1 Marketing
Explicit Data (Reported) + Implicit Data (Observed)
2

“Data-driven companies
are 5% more productive
and 6% more profitable”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014

Brands Must Have a Multi-Channel Strategy for Observing,
Acquiring and Storing Customer Behavioral Data
Melissa Smith Email: msmith@gmail.com
Age 32 Twitter: @MelissaSmith01
Chicago, IL Facebook Friend & Email Subscriber

Twitter Interaction
Triggered by
Published
Content
Email Signup
via Facebook
Welcome Email /
Request for
Needs & Interests
Site Browsing &
Guided Exposure
to Content
Email 1
Triggering
Mobile App
Download
Email 2 & Invitation
for Mobile Push
Sign up
Progressive Profiling Enables Brands to
Learn about the Customer’s Interests and
Predict what Offers, Information and
Service are Relevant and Timely
Progressive Profiling
Melissa Smith
Personal Profile
Data
Postal Address
Email:
MSmith@gmail.com
Twitter:
@MelissaSmith01
Preferred Retailer
Birth year
Mobile Phone
Number
Browsing Behavior
Product Interests
Promotion
Participation
Mobile App
Downloaded
Requested Push
Notifications
Customer Service
History
Product Purchase
History

Personalized Content Drives Higher Conversion
When customer data is used to
predict and deliver
relevant content,
Conversion Rates
increase 6 – 9%!
Source: 2014 Salesforce Marketing Cloud
Benchmark Report
Email
Mobile
Online

Journey
Management
3
is the key to
delivering a great
Customer
Experience

3
Source: McKinsey & Company
1
The buyer considers an initial
set of brands, based on brand
perceptions and exposure to
recent touch points.
2
The buyer adds or
subtracts brands as he
evaluates what he wants.
Ultimately, the buyer
selects a brand at the
moment of purchase.
4
After purchasing a product or
service, the buyer builds
expectations based on experience to
inform the next decision journey.
The Customer
Decision Journey

Customer Journeys span all stages of the Customer
Experience, from buying the product to actually using it
Source: McKinsey & Company, 2013

Automating and Optimizing Customer
Journeys Produces Impressive Results
 Increases revenue by
up to 15%
 Improves customer
satisfaction 20%
 Lowers the cost to
serve by up to 20%
Source: McKinsey & Company, 2013

1:1 Digital Marketing
Best Practices for Building Profitable
Customer Relationships
Acquire Onboard Engage Retain

Acquire Onboard Engage
Retain

HABIT #1: THINK LIKE AN ASSET MANAGER

Academy Sports is adding 15K+
email subscribers per week
($450K value/wk)

Pei Wei Uses In-Store Signage to
Promote Special Offers and
Acquire New Email Subscribers

Pei Wei uses in-store
signage to
invite guests to
text and receive a
buy-one, get-one
free coupon
each time a new
entrée is
introduced.

Bar-Coded Email
Coupons Drive
Consumers to Stores
Campaign Results:
• In two weeks, Pei Wei
generated 18,000 new
email subscribers!
• Produced coupon
redemption rates of 20%!

Engaging New Customers in the First 3 Months is Critical
One-third of customers who defect to another brand do so after
encountering a situation in the early stage of the customer life cycle.
Source: Live / Work Intelligence: “The Critical First 3 Months of Being a Customer” September 2014

Email is #1 for Onboarding
The Customer Life Cycle
Business Getting Business Keeping
No Single Channel is More Effective than
Email for Welcoming New Customers

Mint.com onboards new users
with a series of four emails.
Why this Works:
 Set expectations for new
Mint.com users. Reinforces
value of using Mint.com
 Effectively introduces newly
registered users to the Mint.com
site and the services it provides
 Provides five clear steps on how
to proceed

Subsequent Mint.com onboarding messages are delivered
at +7 days, +14 days, and +35 days after the initial Welcome.

of B2C marketing
professionals rank
eNewsletters Most
Effective.
2015 Content Marketing Trends – North America
Content Marketing Institute / MarketingProfs

Email is the Backbone of
Dreamfields Growth and Success
In 7 years, Dreamfields has . . .
- Grown its consumer email
subscriber base to 614,000+
- Grown its healthcare professionals
email subscriber base to 48,000+
- Increased sales 7X from 3M
pounds/year to 22M pounds/year
Dreamfields is a client of
HyperDrive Interactive

Dreamfields’ “Brand Fans” are
its Best Marketers!

Dreamfields’ “Brand Fans” are
its Best Marketers!
 Each year, Dreamfields
“brand fans” invite
130,000+ friends to try
Dreamfields
 That’s 130,000+ trial
coupons in the hands of
potential customers
 These coupons have a
30% Redemption Rate!!

"At RBC, the future is digital.
When you combine the passion
of our 80,000 employees with
the strength of our digital
channels, that is what will
make us win in the future."
Mark Atkinson
Vice President, Digital Marketing & Sales
Royal Bank of Canada

RBC is Using Mobile to Improve the Quality
and Timeliness of Customer Service
RBC Email Alert
RBC Text Alert

RBC customers set up
email alerts, text alerts,
and push notifications.

Acquire Onboard Serve Retain

Beyond The Rack is a Leading
eCommerce Flash Sale Retailer
• Members-only access
• Unique sales every day (9am & 5pm)
• Limited Time (48 to 72 hours)
• Limited Inventory
• Deep Discounts (up to 85% off retail)

of online
shoppers are willing
personal preferences to
receive more relevant
email.
Source: Harris Interactive, 2014

Email is Responsible for Driving
66% of Revenues for Beyond The Rack
 BTR sends over 2.5 million unique
email versions daily!
Personalization attributes include:
• Individual shopping behaviour
• What brands the shopper prefers
• What products the shopper likes
• What offers they don’t respond to
 Personalization of email content
delivers a 12-18% revenue lift!

of Beyond
The Rack Emails
are Opened on a
Mobile Device!

Beyond The Rack uses MobilePush to
send daily push notifications to
members notifying them of the special
sales for the day.
Results
• 60% of Beyond The Rack mobile app
downloaders have opted-in to receive push
notifications.
• 75% of Beyond The Rack mobile app
downloaders have signed into their account in
the mobile app, allowing Beyond The Rack to
learn more about individual customer
preferences.

Jessica Alba
Actress and Founder of The Honest Company

Lifecycle (Winback) Marketing Campaigns are
triggered by member purchase behavior. These
campaigns are the best performing of all email
campaigns for The Honest Company.
Metric Lifecycle Average Overall Average
Opens 39% 17%
Clicks 5% 3%
Conversions* 6x Overall Average
*Any click that ends up on the Order Confirmation page is considered a conversion
CONFIDENTIAL 62
Lifecycle Marketing Campaigns

Lifecycle Marketing Campaigns – Lapsed Shoppers
Day 75 since last purchase Day 89 since last purchase
34% Open Rate
5% CTR
12/4/2014 CONFIDENTIAL 63

Lifecycle Marketing Campaigns – Canceled Members
7 Days After Trial Cancel 14 Days After Trial Cancel
31% Open Rate
5% CTR

Lifecycle Marketing Campaigns – Cart Abandoned
Email #1
Sent 1 day after cart abandon
Email #2
Sent 3 days after abandon if no
purchase since Email #1
36% Open Rate
3% CTR

Triggered Abandoned Cart Emails
Capture Sales that Would Otherwise Be Lost
of online shoppers DO NOT
complete purchase after placing item(s)
in their shopping cart.
Source: SeeWhy, 2014
of all abandoned cart emails are
opened.
of clicks lead to purchases back
on site.
Source: SaleCycle, 2014

The New Email Marketing Paradigm
Understand the needs, interests and
behavior of individual customers and
use this insight to predict and deliver
personalized content that aids the
acquisition, onboarding, serving and
retention of customers.

Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@ExactTarget.com
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/

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