Transforming Customer Data into Customer Journeys - Using Sales Cloud and Marketing Cloud to Personalize Every Interaction
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Transforming Customer Data into Customer Journeys Using Sales Cloud and Marketing Cloud to Personalize Every Interaction
Table of Contents
Enable the Single View of the Customer 4
Facilitate Customer Journeys 6
Optimized with Content 8
Managing the Enterprise 10
2 Transforming Customer Data Into Customer Journeys exacttarget.com
From Twitter and Facebook, to emails, texting, and the web, your customers are interacting with
you in many ways.. And all along the way, you’re collecting valuable information about them, and
building extensive customer profiles with preferences, purchase history, and personal details, like
birthdates and anniversaries. But how well are you using this information to build your customer
relationships? Your customers want to be treated like unique individuals—and “one size fits all”
messages are not the most effective way to engage with your customers. It’s more important than
ever to develop real relationships with your customers.
Chances are you have much of your customer information gathered neatly for the sales team
in Salesforce. But how well is it being used? By defining and capturing your customer within
Salesforce, you’ve already done the heavy lifting. Now, you just need to make it easy to access
that data and market to them in a way that tells them you know who they are, where they are, and
the things that they care about: the products and services they’re most interested in, the best
offer to send them next, the information they need next, and more. And the only way you can do
that is if you’re leveraging customer data in your digital marketing campaigns to personalize every
interaction you have with your customers.
That’s where the Salesforce Integration comes in: providing you with easy access to all of that
data to create truly personalized messages for each and every customer—whether you have
100 or 100 million. The Marketing Cloud empowers customers to send targeted, and highly
personalized email messages. With the Salesforce Integration, you can take all that information
that you’ve carefully curated in the Sales and Service Clouds, and automatically use it within the
Marketing Cloud.
There are 4 key ways that the Salesforce Integration helps you turn your
customer data into customer journeys:
Enable the Single View of the Customer
Facilitate Customer Journeys
Optimize with Content
Manage the Enterprise
exacttarget.com Transforming Customer Data Into Customer Journeys 3
Enable the Single View of
the Customer
If you’re like most organizations, you may feel like you are drowning in a sea of
customer data. You have multiple data sources, and one of the biggest challenges
is to pull it together into a single view of your customer.
The Salesforce Integration combines your CRM data and digital marketing data,
so you can simplify data management, and link data directly to a contact record.
When those data sources come together, you’ve successfully defined your
customer, providing marketing, sales and service with more valuable, relevant
customer information. Then, when it comes time to market to them, you can show
your customer that you know who they are and where they are, recognize the kinds
of things they care about and the products or services they’re most interested in,
and communicate the next best offer or information to them. By leveraging your
customer data and building a single view of the customer, you can reflect customer
knowledge in everything you do, and easily build and deploy advanced, personalized
digital marketing campaigns using your most current customer data.
Now, Marketing, Sales and Service have a single view of the customer in Salesforce,
including customer subscription preferences, activity around opens and clicks, and
engagement data at the customer level. And with specific link performance, you
can see exactly which links are the most popular, helping you determine which links
to use in future messages. You can also drill down to the individual level, so that
when a sales person calls a customer, they know exactly what the customer is most
interested in based upon their activity. And real-time tracking information such as
opens, bounces and click-throughs at both the individual and aggregate level, give
you better visibility into emerging trends, enabling you to make better decisions,
take quicker action, and focus on results, instead of spending your time manually
pulling disparate data together.
4 Transforming Customer Data Into Customer Journeys exacttarget.com
Customer Highlight:
DonorsChoose.org
DonorsChoose.org is an online charity that gives people a simple and personal way to help students in need by donating to classroom projects
posted by public schools and teachers from every corner of America. During past natural disasters, DonorsChoose.org sent emails to community
members asking for donations—but timeliness greatly affected their ability to raise funds. When tornadoes destroyed many schools in Moore,
Oklahoma, DonorsChoose wanted to rally the community, but this time they knew they needed to do it quickly. Within 10 minutes, they created a
Salesforce report of previous high-value donors to target with a special donation request email. With the Salesforce Integration they were able to
send the Marketing Cloud email to the Salesforce report with an easy click of the button. That single email send resulted in $200,000 in donations,
and 1,900 conversions. And the campaign as a whole helped raise over $2 Million for the community. Having that single view of their customer
ahead of time allowed them to quickly react and rally the community with just a few simple steps.
5
Facilitate Customer Journeys
Now that you have a single view of the customer through the Salesforce Integration,
you have a wealth of information about your customers all in one place that you
can now use to create engaging customer journeys. Think of the customer journey
as a relationship between your customers and your brand in which you want to
influence and migrate customers from one stage of their journey to the next. With
the single view, you have customer profiles that allow you to know and understand
the status of your customers’ relationship with you. You may have prospects that
have never purchased a product from you, and you want to drive them to an initial
purchase. Or, you may have customers that have purchased once from you before,
and now you want to turn them into repeat purchasers. Or perhaps they were once
frequent buyers, but they have now lapsed, and you need to re-engage them with
unique offers and messages. You can imagine how these different stages in the
journey need to be reflected in your marketing efforts along all the different points
in that relationship. You don’t want to market to a brand new customer the same
way that you market to a long-time loyal customer; this approach simply won’t
resonate with them. The actions that you drive are all a part of your customer’s
journey with your organization, and each interaction should continue to build the
customer relationship.
While savvy marketers are using the vital customer information enabled by a single
view to plan every stage of the potential customer journey and automate personalized
messages to prospects and customers every step of the way, your Sales and
Service organizations are now enabled as well. With the Salesforce Integration,
Sales and Services reps can partake in the customer journey as well. Marketing can
create branded email templates that Sales and Service reps can access directly
from within Salesforce to send to leads, contacts, reports, and campaigns. And with
Dynamic Content, these email templates can include local reps’ contact information
and targeted images. Every step of the customers’ journey with your business can
be planned, personalized and branded.
6 Transforming Customer Data Into Customer JourneysCustomer Highlight:
One America
One America, a financial services organization offering life insurance, annuities, and retirement planning, wanted to improve the critical on-
boarding stage of the customer journey for their new resellers. Using the Salesforce Integration, OneAmerica streamlined their new team member
on-boarding process, saving both time and money Replacing their manual process with an automated and dynamic email campaign became
the cornerstone of their new data-driven onboarding experience. With the Salesforce Integration, the team was able to easily create custom drip
campaigns based on email interactions and product interests, and create a vastly improved process for on-boarding new team members. They
experienced a 50% improvement in the time required for a new reseller to start selling. And with more than $21,000 in savings and over 200
employee hours saved, OneAmerica has seen tangible ROI, and anticipates even more to come. They’ve been able to accomplish all of this by
focusing on the on-boarding stage of their new resellers’ customer journey.
Email
The Power of Email for B2B
OneAmerica® is dedicated to protecting the future of its to a landing page to select their product interests via a Smart
customers through trusted financial services and exceptional Capture form; their product selections are then pushed to the
people. Based out of downtown Indianapolis, OneAmerica and company’s salesforce.com database; and lastly, salesforce.
its operating companies—including The State Life Insurance com pushes a report to ExactTarget which triggers a custom
Company—set their sights on building trusted relationships drip campaign based on the producer’s product interests.
with advisors and customers to deliver true value, and that’s Meanwhile, the OneAmerica business development team also
exactly what they’re doing each and every day. receives an automated email with the producer’s selections,
so that they can reach out for a personal conversation. This
Challenge
new onboarding process still provides producers with critical
The State Life Insurance Company, a OneAmerica company,
information, but in a much more effective way.
needed a way to streamline the onboarding process for
new producers (a financial professional who markets the
company’s products) and get them engaged more quickly.
In the past, the company would mail new producers an
OneAmerica’s new onboarding process
extensive printed onboarding kit. These kits were costing provides critical information, but in a
the company $9 for each new producer—so, as business
boomed, the printed kits became an increasingly costly and
much more effective way.
resource-intensive onboarding tool. The State Life team
knew there was a better way.
Solution
The State Life Insurance Company partnered with ExactTarget
to set up an automated and dynamic email campaign that
could replace the printed onboarding kit. Each new producer
received a welcome email with critical information on
OneAmerica; one week later they received an email driving them
7Optimize With Content
Now that you have a single view of the customer and know what customer journeys
you want to power, it’s time to start sending your customers email. But you don’t
want to send them just any email. You want to send them email that resonates with
them and gets them engaged. To accomplish this, you need to ensure that the right
message goes to the right customer at the right time, and that they can view it with
optimized content for whatever device they may be using.
The Marketing Cloud gives you one place to store, search, edit, and personalize all
of your content, making it easy to deliver relevant messages that are more likely to
be opened and read. With the Salesforce Integration, you can send your customers
targeted content based upon their specific preferences, as well as their unique point
in the customer journey. By combining single view of the customer with the power
of the customer journey, you may send dozens of variations of just one email to
thousands of customers, delivering a tailored email experience to each and every
one of them.
But it doesn’t stop there. You need to make sure your emails look good from
wherever your customers are viewing them - computer, tablet or mobile device.
Understanding how and where your customers connect with you, and catering to
that medium, is increasingly important, as email is still growing as the preferred
communication channel. Email’s persistence is undeniable, and effectively rendering
on mobile devices plays a huge role. This means your emails need to look great
wherever your customers see them.
The Marketing Cloud’s out-of-the-box mobile optimized templates let you create
emails that will automatically look good on any device. You supply your favorite
content and images, and the Marketing Cloud’s responsive templates will
automatically determine how to expand or collapse that particular message—
ensuring you’re optimizing both your content and its appearance. Bottom line: if you
want to be where your customers are and truly engage them there, you can improve
interaction and conversion rates by optimizing every step of the way.
8 Transforming Customer Data Into Customer JourneysCustomer Highlight:
PHH Mortgage
With the Salesforce Integration, PHH Mortgage is able to create marketing branded emails that their mortgage advisors can access via
Salesforce to send to their reports and contacts to help drive and personalize their customer journey! And with the Marketing Cloud’s dynamic
content features, PHH Mortgage is able to render each reps photo and contact information automatically for each send. Since then, they’ve
improved their open rates to 30% and increased user adoption from mortgage advisors.
Email
The Power of Email for B2B
OneAmerica® is dedicated to protecting the future of its to a landing page to select their product interests via a Smart
customers through trusted financial services and exceptional Capture form; their product selections are then pushed to the
people. Based out of downtown Indianapolis, OneAmerica and company’s salesforce.com database; and lastly, salesforce.
its operating companies—including The State Life Insurance com pushes a report to ExactTarget which triggers a custom
Company—set their sights on building trusted relationships drip campaign based on the producer’s product interests.
with advisors and customers to deliver true value, and that’s Meanwhile, the OneAmerica business development team also
exactly what they’re doing each and every day. receives an automated email with the producer’s selections,
so that they can reach out for a personal conversation. This
Challenge
new onboarding process still provides producers with critical
The State Life Insurance Company, a OneAmerica company,
information, but in a much more effective way.
needed a way to streamline the onboarding process for
new producers (a financial professional who markets the
company’s products) and get them engaged more quickly.
In the past, the company would mail new producers an
OneAmerica’s new onboarding process
extensive printed onboarding kit. These kits were costing provides critical information, but in a
the company $9 for each new producer—so, as business
boomed, the printed kits became an increasingly costly and
much more effective way.
resource-intensive onboarding tool. The State Life team
knew there was a better way.
Solution
The State Life Insurance Company partnered with ExactTarget
to set up an automated and dynamic email campaign that
could replace the printed onboarding kit. Each new producer
received a welcome email with critical information on
OneAmerica; one week later they received an email driving them
9Manage the Enterprise
Whether your organization is simple or complex, you need to make sure your
marketing efforts are consistent and aligned throughout your organization. With
the Salesforce Integration, you can truly manage the brand and journey for the
enterprise, and ensure your resources have the tools and permissions they need to
be successful.
You may have a complex global organization with different content, permission,
access, and data requirements across various business units, and the corporation
itself. With the Salesforce Integration you can fully customize your implementation
so that marketing permissions align with organizational permissions.
Or, you may be part of a relatively simple organization where global complexities
are not be a concern, but brand consistency across touch points and data
governance requirements are mission critical. With the Salesforce Integration,
you have a foundation upon which you can satisfy today’s needs, and also scale to
accommodate future complexities that will inevitably arise with your marketing plan,
data capture and accessibility requirements, and/or organizational growth.
10 Transforming Customer Data Into Customer JourneysCustomer Highlight:
Grocery Outlet
Grocery Outlet needed a way to present a unified brand voice while still allowing different stores to deliver unique messaging that spoke to
local customers. Using the Marketing Cloud, Grocery Outlet is able to create locked content for corporate branding as well as provide editable
space for local content. And with the Marketing Cloud approval features, the corporate marketing team is able to review all local content before
a final send.
11Let’s Get Started...
Used by more than 10,000 organizations worldwide, the Marketing Cloud is the customer platform for
1:1 marketing. Integrated for more than a decade, Salesforce CRM and the Marketing Cloud empower
thousands of Salesforce clients to create optimized customer journeys across the enterprise via a single
view of the customer.
The Marketing Cloud makes product integration easy, enabling you to plug in any other system relevant
to your email marketing efforts. Starting with configuring your Marketing Cloud account with Salesforce
integration, the process is simple From creating your content, to building and segmenting your audience,
to sending targeted and engaging emails – all of this can be done within the cloud, and all without requiring
IT help.
Watch a demo
12 Transforming Customer Data Into Customer Journeys salesforce.com/marketing-cloudNotes salesforce.com/marketingcloud Transforming Customer Data Into Customer Journeys 13
14 Transforming Customer Data Into Customer Journeys salesforce.com/marketingcloud
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