This presentation from Dreamforce 2014 explains how to develop your complete customer lifecycle using Pardot B2B marketing automation.

1. How to Create a Complete Customer
Lifecycle with Marketing Automation
Mark Halvorson
Keva Meyer
Director, New Sales
Marketing Consultant
@markhalvorson
@kevameyer

2. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
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. Mark Halvorson &
Keva Meyer
Blue Cross and Blue Shield of Minnesota

4. National
Strength
38
Blue
Plans
1 in 3
Americans
Covered
1ST
Brand
Preference
Leveraging the Power of Blue
Leading in Local Innovation
80 Years
of
Innovation
2.6 Million
Members
$3.5 Million
Funding
in 2013
Local
Focus

5. Driving Health Care Transformation
• Engage employees
• Improve health
and productivity
• Lower costs
Employers
• Deliver long-term,
consistent value
• Make it easy
• Demonstrate results
Brokers
Deliver easy,
relevant and
personalized experiences
and industry-leading strategies to
lower the
total cost-of-care and
improve the
quality of care

6. How can we use marketing automation campaigns to
inform, engage and better influence key B2B audiences?
Change
Forward
Retention
Acquisition
Collaboration

7. Start with Strategy
• Implementation Process
– Funnel Mapping
– Campaign Assessments
– Campaign Planning
– Pardot Implementation
– Email Design / User Experience
Current State

8. Map it Out
Current State Future State
Shared Customer
Knowledge Across
Sales & Marketing

9. Keep it Simple
Broker
Email drip campaign
Email
Quiz
Email
Follow-up
email
Nurture
lead
No response
Quiz
Nurture
lead
Audiences
Employer
Current
Clients
Prospects
Segmentation Personas

10. Campaign Overview
Goals Strategy Theme

11. Blue Cross Notifies Broker

12. Blue Cross Sends Employer Email
with Link to Quiz

13. Employer Takes Quiz

14. Employer Receives Confirmation Message

15. Quiz Results Calculated and
Integrated in salesforce.com

16. Employer Receives Results Email

17. Blue Cross Sales Receives Email Alert

18. Campaign Results Exceed Industry Standards
25.48%
13.87%
32.63%
16.98%
41.68%
24.55%
19.0%
2.0%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Open rate Click-through rate
24%
completed
the quiz!
Employer
Employer Follow-Up
Broker
Industry
Employer
Employer Follow-Up
Broker

19. How can we use marketing automation campaigns to
inform, engage and better influence key B2B audiences?
Enhanced profiles
360 view
Better segmentation
Lead management
One platform
Engage audience
Change
Forward
Retention
Acquisition
Collaboration

20. Roadmap for Success
CONTRACT RENEWS
(MOVE TO ACTIVE CONTRACT)
120-DAY ALERT
CROSS-SELLING, KEY TOPICS/MESSAGES, ETC
CONTRACT ENDS
(MOVE TO RECAPTURE)
ACTIVE CONTRACT

22. Show Flow
MINS TIME SESSION TITLE NOTES
9:30-10:10
am
session How to Create a Complete Customer Lifecycle with Marketing Automation
Track: Sell
The traditional customer lifecycle has changed, and more often than not, we're finding
that continued engagement is becoming a neccessary part of any CSO's job
description. Learn how Pardot marketing automation is helping sales and marketing
teams create a complete lifecycle of engagement with both customers and prospects
— and achieving maximum ROI in the process.
Session Owner Mary West
Customer Speaker(s): Keva Meyer, Mark Halvorson
salesforce Speaker(s): Mary West
Presentation Device PC
Demo Device
Demo Driver:
Deck Owner/Session Record: Mary West
9:15
Doors open
9:30
Start Mary
2 :01 Doors open Mary
5 :03 Start
5 :08 Welcome and Intros
Current state: sales/marketing organization, existing email campaign, campaign