Marketing Cloud CEO Scott McCorkle discussed how customers like McDonald’s, Precor, Mattel, Room and Board, and AT&T are cultivating 1-to-1 customer experiences across Sales, Service, Community, Analytics, Platforms, Apps, and the Internet of things.
Keynote
Scott McCorkle kicked it off. The theme is the “Dawn of the Digital Marketer”.
Radian6 and Buddy Media are now part of Salesforce’s Social Studio. The Marketing Cloud is now comprised of Social Studio, Social.com (advertising) and ExactTarget.
Statistic: Marketing Cloud is the fastest-growing marketing cloud in the market. All others are losing market share.
Gartner ranked ExactTarget #1 in email marketing.
There are five major technology shifts that are impacting every industry and business today:
- Cloud: Offers speed, agility and scale
- Social: Enables peer-to-peer conversation
- Mobile: Backbone of the “connected customer” revolution
- Data Science: Personalization matters and enabler
- IoT: Creates a brand new level of rich context to understand needs and wants
All this together has blended with the physical world. The marketing cloud brings five things for your success:
- Audience
- Personalization rules
- Access to a variety of channels
- Content
- The customer journey
Taking it to the next level is the IoT cloud. It introduces a level of scales that capture important events that start a new journey for our customers. With this, the Marketing Cloud can manage the entire customer engagement lifecycle from Acquire to Advocacy.
Five Stories
McDonalds
McDonalds serves a lot of people and they want to have a relationship with their customers. They want personalized media at scale. They are reaching customers through social.com, their advertising platform. The highly personalized approach has improved engagement by 500%.
Statistic: If you support your email campaign with advertising then you get a 22% lift in email conversions
Precor
Precor sells fitness equipment to gyms. Their marketing efforts need to coordinate with sales. They use Pardot and have see a 45% increase in generated leads and a 60% increase in time to convert.
Mattel
a 70-year-old toy manufacturer. They know they need to be online and connect with customers. See the video.
Mattel uses one marketing platform across all their brands and across all devices and social networks. It allows them to deliver fantastic connected experiences with their customers.
Demo
Mattel is taking their products and transforming them to connected experience. For example, you can take a car and connect it of a hot wheels application. They drive the customer to the app using:
- Start by buying a car at Mattel.com
- Once placed, the confirmation email asks you to download the application
- simple and easier
- Marketer view
- The view starts with multiple channels and a common contacts view
- Under the common view you can build a journey map and organize it to make a journey that makes senses to you.
- You can construct a journey across all channels with key trigger events.
- You can inject A/B testing into your journey and find out which channel makes the most sense for your desired end result
- The trigger event for this Mattel car is the car delivery date
- Used Journey builder
- Chose the interaction
- Setup QR code to activate
- QR code is on the car so you connect the car to the app
Room&Board
Started with a video I’ve already blogged on here.
Great quote: :We are not about being the biggest but we want to be the best.”
Statistic: Impact is to have 40% higher digital order and 60% higher in store orders.
Statistic: ROI is 2800%
Demo
- Been partnering with Room&Board for almost 10 years
- Mary bought a couch
- They put super-compelling recommendations for things that would look good with the couch
- Recommendations are based on what Mary has bought before, her stated preferences, etc.
- Note: an online recommendation can and will drive in store sales
- Predictive Intelligence product has three components
- Website tagging
- Predictive algorithms.
- Native content blocks. Put those recommendations on the site pretty easily
- Showed Mary’s profile in the back end
- The profile shows the couch she purchased
- Also shows the recommendations from the predictive tool
- Email Editor
- Left hand side are all the tools you can use to build the email
- Right hand side is the preview
- Can pull over personalized banners
- Can pull over the predictive content area
- Each email is now 1:1 personalized across any device
- A separate email for “Tim” had a completely different set of content geared towards his lawn chairs
- Measurement
- Showed how they build the report by product area
- Can see improvement in conversion rates with personalized content
Note: This highlights probably the single, biggest differentiator between Salesforce Marketing Cloud and other marketing technologies. Its the power of bringing together the other tools within the ecosystem. Being able to combine predictive analytics with Salesforce’s Marketing Cloud is a pretty big thing. I’ve been through many of those integration activities and this is a great step in the right direction!
AT&T
AT&T drives advocacy with social media. To do so, you can’t have a siloed social function. It has to be integrated and must allow tremendous scale. Social Studio allows that and routes these transactions throughout the organization
Kim Keating from AT&T joined Scott on stage.
Kim: At AT&T it’s critical we provide good service given what we do for our customers. We are down 70% on our response times. We did this while driving down costs 35%. That has improved customer satisfaction 5%
Scott: Tell us about the “How”. Was it easy or hard?
Kim: It was really complicated. We acquired Direct TV this year. We had to service them in social immediately. AT&T is the largest paid TV provider in the world. Add in mobile and all the commercial work and you see a need to unite 10 different marketing teams and intake over 1M social posts per month. We put the marketing and care teams together with chat room for example. One tweet by a famous pop singer drove volume up 150%. It also drove up engagement though.
Scott: What’s next?
Kim: We put all our contacts and put it in a data lake. We are looking to predict issues down the road.
Marketing Cloud Connect
Connect is the tool that allows the Marketing Cloud to bring in data from all parts of the Salesforce Customer cloud platform (Sales, Service, IoT, etc.)
This is all done via a simple admin console. They showed the demo of a data schema (geeky but important). Think about the possibilities:
Example
Service Cloud handles and closes a case for a customer. You can now use the Journey Mapping tool to create a trigger event with a case that’s closed. You can pull in all the case details to create a personalized email. From there you can either reopen the case if the experience was bad or there’s opportunity to up-sell / cross-sell.
The demo email had some great content on both the previous interaction and on the list of things that might be relevant to them.
Announcement
The next Salesforce Connections event will be in Atlanta from May 10 to 12.
