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Salesforce for Marketing: The Smartest CRM for 1-to-1 Customer Journeys | Salesforce — Transcript

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0:07by this here sign-up for discounts did
0:11we mention discounts
0:12why aren't you signing up CMAs targeted
0:14at here here's another one look over
0:17here up here now down here this is not
0:20your optimal marketing strategy but what
0:23if you had Salesforce with Salesforce
0:26you blazed trails with one platform for
0:28one connected customer experience taking
0:31customers on the one-to-one journeys
0:32they choose your marketing team is
0:35smarter and more predictive about each
0:37customer with an intelligent platform
0:39integrating marketing sales service and
0:42commerce a collaborative CRM with the
0:46tools and data to make recommendations
0:48based on past purchases or help solve
0:51issues your customers may have had with
0:52certain products like shipping a new
0:55jacket quickly you can drive engagement
0:59through custom communities and connect
1:03with your customers through any device
1:04on any channel
1:07from social media to your connected
1:11products gathering key insights to
1:14strengthen your relationship with each
1:16customer at every stage even the
1:20businesses you're marking to easily
1:22adjusting campaigns to help drive leads
1:24and pipeline all while you get a
1:27complete view of your customer data to
1:29optimize your marketing strategy right
1:31from your phone discover one platform
1:36for one connected customer experience
1:39with Salesforce alright good afternoon
1:44Toronto you guys have a fantastic day
1:47awesome awesome well welcome to
1:49Salesforce for marketing the smartest
1:51CRM for one-to-one customer journeys I'm
1:54sherry Khan VP product marketing for the
1:55marketing cloud and for the next 40
1:57minutes I'm going to talk to you about a
1:59few things first how the marketing cloud
2:01is more integrated than ever with the
2:03rest of the customer success platform
2:04second we're going to talk about our
2:07latest acquisition crux a leading data
2:09management platform and how that's going
2:10to help marketers extend their reach and
2:12most importantly we have three amazing
2:15brands that we're gonna talk about and
2:17how they're using Salesforce to connect
2:19with their customers in entirely new
2:21ways but first I need to remind you
2:26please Oh back thank you please do not
2:30make any investments other than based on
2:33anything other than what is currently
2:34available if you would like to read this
2:36fine print you can find it on our
2:38website so thank you all right how many
2:41marketers do we have in the room raise
2:43your hand
2:44you're marketer awesome almost everybody
2:47cool could we please go back thank you
2:55okay so all you marketers again most of
2:58your marketers in the room you know that
3:00marketing continues to evolve
3:01all right you no longer have to rely
3:03solely on broadcast marketing sending
3:06the same message to everyone to a huge
3:08audience and having no idea who you're
3:10reaching with the advent of digital
3:12marketing whether you're a small cost a
3:15small company an enterprise b2b b2c you
3:18can say
3:19different messages to different groups
3:20of customers and be way more targeted in
3:22what you're doing but now in today's
3:25world you can actually create one-to-one
3:27customer journeys and journeys that
3:29transcend marketing that go across the
3:31entire customer experience by marketing
3:33sales service in every digital and live
3:36touch point so that's the Nirvana
3:40right how do I create a great connected
3:42customer experience you marketers all
3:44know now you're competing on customer
3:46experience we had a custom one shaking
3:49their head yes we had a customer this
3:50morning we were talking to and she
3:52talked about how customer experiences
3:53her strategic imperative for her company
3:56I'm getting a lot of nodding right but
3:58the challenge is how do you actually go
4:00about doing that
4:01so marquee marketers know you need to
4:03but seventy-seven percent of customers
4:05say they're not engaged with the
4:07companies they do business with and we
4:09talk to marketers about why that is
4:11they say I'm challenged because I've got
4:14data sitting in different systems that
4:16I'm not able to leverage I've got
4:18different departments that are siloed
4:20marketing sales service are not working
4:22together and even within marketing I've
4:24got different channels doing different
4:26things sending different messages to the
4:27same customer and confusing them but we
4:30all know there's some great brands out
4:32there doing amazing things in delivering
4:34customer experience which is why all of
4:35you as consumer your expectations are
4:37for this great experience right
4:39companies like Philips and uber and
4:41Fitbit and Amazon and these companies
4:45all have two big things in common first
4:49they're all putting the customer at the
4:51center of absolutely everything that
4:53they do and second they're all using the
4:55Salesforce customers success platform
4:57wall-to-wall so with the intelligent
5:00customer success platform they're able
5:03to unify their business and unify those
5:04departments to deliver that one
5:06connected experience they're able to
5:10leverage data assisting sitting in
5:11different systems all on the contact
5:14record so that you can leverage all that
5:15data through machine learning and
5:17artificial intelligence really Drive
5:19personalized interactions they're able
5:21to connect every channel and every
5:23device all on the same platform and
5:25helping marketers be more nimble and
5:28work more quickly to create this great
5:30experience
5:32so now marketers I mentioned the
5:35customer experience it's not just
5:36marketing it's really about every
5:37touchpoint but you marketers in the room
5:39you're playing a very special role here
5:41right
5:42you're the ones helping to drive
5:44customers through that entire customer
5:45lifecycle from awareness and acquisition
5:48to onboarding engagement and retention
5:50and advocacy and so our platform as I
5:52mentioned is a tool through which you
5:54can help drive the customer through that
5:56lifecycle so starting with our
5:58advertising studio this is where you can
6:01take your known CRM data and do two
6:04things one target your customers or
6:06segments of your customers with specific
6:09offers and messaging so again no more
6:12broad-based messaging I can target
6:13specific customers specific groups with
6:15specific messaging and I can leverage
6:18that CRM data to take my best customers
6:21and find look-alike audiences of
6:23prospects it look like my best customers
6:25so I know they're likely to buy so now I
6:27can be super targeted and how I spend my
6:29advertising dollars for you b2b
6:32marketers in the room par dot our b2b
6:34marketing automation solution helps
6:37marketers built pipeline generate leads
6:40score leads nurture nurture prospects to
6:43drive really hot leads to the sales team
6:45and for the b2c marketers in the room if
6:47you've got commerce sales forces biggest
6:50acquisition to date demand where which
6:51we acquired last summer is a leading
6:53commerce platform that enables marketers
6:56to manage in-store and online commerce
7:02okay email mobile messaging for those of
7:04you that have been customers for us of
7:05us for a while know that we are a leader
7:08in email and mobile messaging allowing
7:11marketers to send transactional
7:13triggered promotional emails SMS
7:16messages push messages group messages
7:18again all in a one to one personalized
7:21manner now many of you probably have
7:25commissioned or sponsored a mobile app
7:28for your customers as well but I also
7:30suspect not many of you have actually
7:31built in tends to be the marketers who
7:33are funding mobile apps for the
7:35customers and the IT department of the
7:37agencies that are building it so you may
7:39not be aware the Salesforce has a
7:41leading mobile app development platform
7:43in Heroku and
7:46Roku again connected to the customer set
7:48platform you're able to tie in your
7:50mobile app with the rest of your
7:51customer journey same thing goes for IOT
7:55so connecting across products devices
7:57apps can do that through the platform as
8:00well ok another important channel social
8:03media so with social studio you can
8:07listen engage and publish relevant
8:12content to your customers across social
8:13media and again being part of the
8:16customer success platform it's not only
8:18a leading technology to do social media
8:20marketing it's connected with the recipe
8:22experience so you can tie in with
8:25service cloud and do social customer
8:27care to respond to your customers
8:29whether they're saying something
8:30positive or negative in the channel
8:32through which that they're commenting we
8:34all know there's a lot of customers
8:35saying a lot on social media right now
8:36you can tie in with sales cloud identify
8:39leads through your social channels send
8:41them directly to parta to be scored into
8:42the sales team to follow up with and
8:44connected through the journey
8:46builder so you can use social again as a
8:48channel to orchestrate the the journey
8:50and connecting with customers on the
8:52channels through which they want to be
8:54talked to ok how many people in here
8:57have a website a company website come on
9:01all your hands should be going up right
9:03doesn't everybody have a website and I
9:05ask you and challenge you what are you
9:07doing with that website is it a one-way
9:09conversation or is it a two-way dialogue
9:10because with communities you can turn
9:12your website into that not only a
9:15two-way dialogue between you and your
9:16customer but also allow your customers
9:18to engage with each other and so not
9:21only can they get their questions
9:22answered by experts within your company
9:24you can also talk to their peers get
9:27their questions answered that way get
9:28get help people want to turn to digital
9:32channels and people know that you
9:33probably don't think about this yourself
9:35in your own life nobody wants to pick up
9:36the phone anymore to call the 800 Center
9:38so not only are customers happy
9:40when you have that that channel
9:42available to them but you can also
9:43deflect calls from from the call center
9:46which brings me to last but not least
9:48the customer service again of course
9:50such an important part of the customer
9:51experience by being connected with the
9:54marketing cloud you do things like
9:56suppress marketing from customers who
9:58have an open service case
10:00you can do service journey follow-up so
10:02that after a case is closed you can
10:03actually reach out to that customer an
10:04automated fashion see how well did we do
10:07and guess what if they're not so happy
10:08you'll know that and have an opportunity
10:10to have somebody follow up so these are
10:14all the applications that marketers can
10:16use to connect that experience across
10:18marketing sales service all of your
10:21different touch points and they're all
10:23built on the our platform that's got
10:25three key components that were doing a
10:27lot investment in the first is journey
10:29management with our journey builder
10:31product allows marketers to orchestrate
10:33that journey so based on customer
10:35behaviors and triggers you can control
10:37what kinds of messages and what kinds of
10:39interactions you want to have you can
10:41also orchestrate it so again you don't
10:43have different departments going after
10:45the same customer with millions of
10:46messages somebody this morning referred
10:48to it as the air traffic control which I
10:50thought was a good analogy
10:51we've got artificial intelligence so if
10:54you're here this morning for Parker's
10:55keynote you heard a lot about Einstein
10:57Rob's gonna show you that in a minute in
11:00our demo as well but a key part of the
11:01of the platform to make sure that we're
11:04leveraging that data to make these
11:05communications and interactions
11:07personalized and last but not least data
11:10management so I mentioned that we
11:11acquired a leading data management
11:14platform in a company called crux and
11:17crux enables or captures I should say
11:21the billions and trillions of events
11:24happening on the open web and across
11:26devices so you can leverage all of that
11:29data and the artificial intelligence to
11:32find new audiences for you to go reach
11:34and do one-to-one ad targeting both for
11:37known customers as well as unknown
11:39customers so again drastically expanding
11:41the reach that you have so that's giving
11:46you a feel for the Salesforce for
11:48marketing platform and all that you can
11:49do I'd love to turn now to start talking
11:52about some of our amazing customers that
11:54are using our platform to connect with
11:56their customers entirely new ways so
11:58first I would love to welcome Matt
12:00Latins last at Anzio been practicing
12:03that the digital marketing manager for
12:06Weight Watchers now I myself am the
12:08former Weight Watchers member it's a
12:09fantastic company two amazing things to
12:12change people's lives
12:14and just a start why don't you tell the
12:16audience here a little bit about Weight
12:17Watchers and your mission driven company
12:20hello
12:22so wait watch was fifty years old we're
12:24an old company but we've helped millions
12:26of members really transform their lives
12:27for the better it changes their
12:29relationship with food for good I don't
12:30know if we have any members in the
12:31audience but you know really does work
12:34it's not a diet you can eat whatever you
12:37want we have a smart point system that
12:39allows you to kind of just track your
12:40food throughout the day if you want a
12:41six point breast the chicken or if you
12:43want an eight point chocolate bar
12:44whatever you want that's fine right or
12:46doughnut which is I think next right so
12:49we're really focused on member
12:51engagement one of the unique
12:52propositions with our company is that we
12:54really encourage the lifetime member
12:56achievement so once you've reached your
12:57goal weight it's free you can go to
12:59meetings every week for free use online
13:00tools for free and what that does for us
13:02is build brand advocates that then are
13:04out there in the world really bringing
13:05their sisters and their mothers and
13:06their brothers into the program so and
13:08not just like that it's a great member
13:10experience they've been successful and
13:11they've kept the weight off so that
13:13definitely makes us unique and so you've
13:16been a longtime Salesforce marketing
13:17cloud customer so tell us a bit about
13:19the products you're using and how are
13:20you using them sure yeah so I've been in
13:22Salesforce customer and pass rolls as
13:24well more of a retail environment for us
13:26we use the marketing cloud suite so emo
13:28studio mobile studio journey builder
13:29advertising studio we do the social
13:31Facebook export like you mentioned
13:33earlier so you know we're using for our
13:36mass communications our general email is
13:38in the SP we're definitely using the to
13:39platform but journey builder has changed
13:41the way we really look at our CRM
13:43systems we noticed that personalized
13:45messages huge engagement compared to our
13:48traditional promo emails anytime we get
13:50a little bit more personal and have more
13:52of a kind of a strategic approach of how
13:54we're contacting people are the
13:55engagements through the roof in
13:56comparison we also noticed that it helps
13:59the onboard so onboarding is a great
14:01part for most subscription companies if
14:03you're a retailer it's a little bit
14:04different but as a subscription model we
14:05want people to be happy and want them to
14:07be happy during those first few weeks
14:08when it's you know they're ultra engaged
14:10and they're definitely the most
14:12motivated to kind of lose weight and
14:13kind of change their lives
14:14so the onboarding program we using the
14:17journey about the tours where they've
14:18really really been successful for yeah
14:19such an important part of the stage of
14:21the lifecycle I know when I when I
14:22talked to customers
14:24this is often when people say where do
14:26you start with journeys
14:27often with onboarding because no matter
14:29what business you're in somebody buys
14:30something with you for the first time
14:32work opens an account or in your in your
14:34case subscribes to your model they're
14:36never as engaged as they are then so
14:37it's an important time to capture them
14:39so so what kind of impact are you seeing
14:42so depending on every journey is
14:43different and every company has
14:44different metrics as I mentioned earlier
14:46we compare all of our journey campaigns
14:48through our promo campaigns and we've
14:49noticed up to a five times lift in
14:51overall engagement that's open click and
14:53conversion rate so that's obviously
14:56that's we're really thrilled opposed and
14:58it's it's just an example that you know
15:01being more personal works and we're
15:03gonna continue to you know launch more
15:04journeys in the future excellent
15:06tell us a little bit more about what the
15:08future holds for weight watchers you
15:09know as a company we're really focused
15:11on memory agent you know one of the
15:12things we found we can bring in your
15:14recruits all the time but if they don't
15:15stay and if they're not happy it's not a
15:17sustainable model so we really strive to
15:19have more member engagement touch points
15:21whether that's through great content
15:22personalized content so you know if
15:24you're struggling with a certain
15:25challenge or a certain obstacle
15:27identifying those obstacles helping them
15:29overcome that I kind of stopping lack of
15:32engagement before it happens so if
15:34anybody's trying to weight loss program
15:35any weight loss program even a diet or
15:37anything you'll notice there is that
15:38tipping point right where you start to
15:39kind of shaky on the edge and you maybe
15:41you will fall off trying to identify
15:43those points before they cancel and it's
15:46a win-win like you know we want the
15:47member to be retained and we want them
15:48to be successful so identifying those
15:50points and acting on it it's really
15:52important to us so that's awesome
15:54thank you Matt what a wonderful story
15:56thank you very much
15:57Weight Watchers is such an amazing brand
15:59I really admire what they're doing and
16:02so now we want to share two more
16:04examples with you and show you how these
16:06great brands are using Salesforce for
16:08marketing in action and so with that
16:10let's start with the film for Dunkin
16:12Donuts Dunkin Donuts is for easy people
16:22who have busy lives
16:24we're your launch pad in the more
16:30any walk of life in any part of this
16:33country can appreciate our beverages and
16:35our food America really runs on Dunkin
16:38and we fuel people's lives
16:40Duncan's a company that's been built for
16:4266 years on brick-and-mortar locations
16:45and you come in you're greeted with a
16:47smile your order is prepared quickly and
16:49accurately and you're off and we have
16:51helped you start your day but as the
16:53world is changing and evolving how do we
16:55make the guest experience better
16:57that's what Salesforce is helping us
16:58deliver
17:01[Music]
17:06the expectations of our guests are
17:08greater than they've ever been if we're
17:11not delivering on that they're gonna go
17:13somewhere else that will we need to know
17:15what our consumers want before even they
17:18know that they wanted and technology is
17:20a huge part of our guests communication
17:24we want to make sure we communicate with
17:27our guests the way they want to be
17:28communicated with speed is the essence
17:32of the Duncan brand we allow consumers
17:34to order on their phone
17:36pick it up in store and avoid the line
17:40but we have to build a very focused
17:44personalized one-to-one journey with our
17:46consumers a way to reach them with the
17:50right offer at the right time at the
17:51right place
17:52Salesforce helps us deliver that we've
17:55been doing personalization since the day
17:57we opened we've taken that
17:59personalization that we've been doing
18:00for 66 years and now brought it into the
18:03digital guests experience it's a
18:05different level of service that they
18:07haven't experienced in the past one of
18:11the great benefits of Salesforce is the
18:14ability to run the business from your
18:15phone to act and be quick to meet the
18:18needs of our guests when we build
18:20technology and deploy it it's it's scale
18:22Salesforce is a tool that allows us to
18:25develop working across the marketing IT
18:28and Operations teams
18:30we want to be a trailblazer as we think
18:33about what are new things we can do
18:35Salesforce continues to evolve with us
18:38and continues to anticipate needs new
18:41ways to engage our consumers new ways to
18:43reach our guests that's the type of
18:45partnership that we really need we now
18:48have this platform that is the biggest
18:50transformation to our operations since
18:52we punched a hole in the wall and call
18:54it a drive through our brand appeals
18:57across multiple generations the fact
19:00that we're driven on speed and
19:03convenience allows people to get time
19:05back and there's nothing at the end of
19:07the day that's more important than
19:09having time so you can get on and get
19:12back to the things that are really
19:13important
19:16[Music]
19:22again
19:23another amazing brand and a great story
19:26and to tell you more about that I'd like
19:27to welcome my colleague Rob bagg to the
19:30stage hello everyone Thank You Toronto
19:34the irony is not lost on me that we are
19:36following Weight Watchers with Dunkin
19:38Donuts but we but we asked Matt Hague
19:41that yesterday he goes you know what you
19:43can have anything you want on on Weight
19:44Watchers it's just a matter of points so
19:46we think it's a it's a good mix and I
19:48think it kind of all goes together so
19:49I'm here to talk to you today we're
19:51gonna do a bit of demos you guys like
19:52demos we love demos and Salesforce I've
19:54got our demo team at the back there wait
19:55for the guys in the DJ booth hey
19:57everybody and we're going through two
19:59demos and we're to start today by
20:00talking about Dunkin Donuts so I'm
20:04actually I'm a Canadian so I use of
20:06ubiquity of Tim Hortons if you've ever
20:09spent time in the eastern half of the
20:11u.s. you know how ubiquitous Dunkin
20:13Donuts are so you go to Massachusetts
20:15you go to Rhode Island you go through
20:17upstate New York Dunkin Donuts is truly
20:20a brand that touches every American and
20:22what's important to them though is
20:24making that connection across both that
20:27retail experience into the digital
20:29experience and they do that using the
20:31Salesforce platform they have a huge
20:34amount of volume if you got a scale of
20:36all those stores hundreds of millions of
20:38unique emails millions of customers on
20:41journeys and over 16 million app
20:43downloads when you think of those
20:44numbers that's a lot of humans and
20:46that's all people that they want to make
20:48a one-to-one connection with we're gonna
20:50run through the demo a bunch of products
20:52but I want to talk to talk to you about
20:54a couple that they're using at
20:55Salesforce the first one is app cloud
20:58sherry talked about this at the
20:59beginning when he was talking about the
21:01things that marketers use that sometimes
21:03you don't think of as marketing
21:04technology right like as marketers we
21:05think of things like social media
21:07management applications email marketing
21:09applications as our core toolset but if
21:12you think about the power be able to
21:13create custom apps that are tied to the
21:15customer success platform that's a lot
21:18of power for marketers so brands like
21:20Dunkin use the app cloud to create
21:22mobile apps to create other types of
21:24apps to engage their customers maybe
21:26they're doing loyalty programs maybe
21:28doing other things around sort of
21:29helping them find the stores and they
21:31tell us by using app cloud they're able
21:33to do it five
21:34times faster and with half the code than
21:36they would with other platforms another
21:38one we're gonna talk to you today about
21:39and show you is commerce cloud so I
21:42can't remember for sure he mentioned at
21:43the beginning but another major
21:44acquisition for Salesforce last year was
21:46Demandware which became commerce cloud
21:47and Demandware and commerce cloud are
21:49the e-commerce engine that powers
21:51amazing brands like Duncan so and what's
21:54really cool about it
21:55just like Duncan's mission its tying the
21:57online experience with the offline
21:59experience so those retail store
22:01employees are using the same platform in
22:03the same application that's happening on
22:05the web we think that's really powerful
22:06and our customers are telling they're
22:07getting amazing growth rates from using
22:09it so with that we're gonna roll up our
22:11sleeves you ready guys do a bit of demos
22:13Tim sleeves are always rolled up so
22:15we're ready to rock and roll and we're
22:17gonna go in and I'm gonna take the role
22:18of a Dunkin Donuts marketing employee so
22:21as a marketing employee at Dunkin Donuts
22:23I start my day in the marketing cloud
22:24how many people have here seen the
22:25marketing cloud before it's okay if you
22:28haven't that's why we're all here so
22:30this is the marketing cloud I'm gonna
22:32orientate to you to it this is the
22:34product that marketers use to manage all
22:35their digital marketing programs it does
22:38things like manage email campaigns
22:39manage journeys contents mobile
22:43messaging but today as a marketer we're
22:46gonna get our start in social media
22:48marketing and I'm gonna go ahead and and
22:49go into social studio social studio is
22:52part of the marketing cloud this is the
22:54application at Salesforce that our
22:56customers use to manage their publishing
22:58on their social channels they're
22:59managing their social listening so they
23:02can get brand insights about what's
23:04going on with their company and brands
23:05and for companies like Dunkin they're
23:07also using it as a way that they engage
23:09with their customers one-to-one so what
23:11we're seeing here just to orientate you
23:12on the screen those are these are all
23:14the posts are coming in some are about
23:15the brands some are about campaigns and
23:18some are a little different so if you
23:20grab this one at the top here our friend
23:22Ken Adams has moved to the Bay Area if
23:24you move to the Bay Area it's a little
23:26bit of a desert with Dunkin Donuts out
23:27there if you're from the East Coast and
23:28they're looking for some he's saying you
23:31know what I missed this since I moved to
23:32the Baker Bay area but you notice one
23:34thing about this post in nowhere in this
23:37post does it mention Dunkin Donuts
23:39so this is where Einstein comes in so
23:41sherry talked about it if you had a
23:42chance to see Parker speak this morning
23:44he talked about it this is Salesforce's
23:46Einstein image recognition
23:47we launched this a dream for us last
23:49year and it's looking at social posts
23:51and pulling back that logo in that image
23:53to display it so Duncan's one of those
23:55great brands that are super engaging and
23:57they're gonna go ahead and respond to
23:59Ken so they can do it right from social
24:01studio they don't have to hand it off to
24:02another app and they can respond back
24:04and say hey Ken great news we got a
24:06store in the Bay Area
24:07Ken's probably pretty stoked about that
24:08and they also suggest that he may want
24:11to download the mobile app and that can
24:12keep them up to date what's what's going
24:13on so Ken we're gonna go over and we're
24:16to see what Ken sees so I'm back to Ken
24:17I'm jonesing for that iced coffee and I
24:20want to get at it so Ken gets that reply
24:21first of all he's kind of surprised and
24:24delighted that that happened because
24:26that sort of brand engagement is what
24:27really makes fans so he goes ahead he
24:30downloads that app and when he gets the
24:32app downloaded onto his phone he does
24:33the stuff that all of us do every day
24:35what's a little bit of information in
24:37his first name maybe he's gonna tell
24:39them where he lives maybe he's gonna
24:41give his email address his zip code or a
24:44postal code depending on where you're
24:45from and he's gonna get started with his
24:48Dunkin Donuts app so once he gets out
24:50that all done it launches the app for
24:52him and it's a fully fully optimized
24:55mobile experience so it brings all kinds
24:57of things together so when Sheree talked
24:58about the app about app development
25:00these are the kind of things customers
25:02but make it attaches to things like
25:04loyalty that attaches things to payment
25:06cards but it also is really really
25:08specific things like helps them find a
25:10store and maybe give them some menu
25:11information so now that Ken is part of
25:14that program what does the marketer do
25:16next so let's go back over and take a
25:17look at marketing at Dunkin Donuts so
25:21we're back over there I'm sitting at my
25:22desk in Massachusetts that's the best
25:24way headquarters this Massachusetts for
25:26Dunkin and they're looking at it and
25:27this is journey builder so you heard
25:29sherry talk about this and journey
25:30builder I just want to get you a little
25:31sense of what's happening here at
25:32journey berlet builder this is the
25:34orchestration engine that customers like
25:36Duncan use to manage all those digital
25:38touch points of their customers with
25:39their customers think of it as you know
25:41like the the brains behind those digital
25:44campaigns if I were annotate you on the
25:45left hand side there you can see all the
25:48different actions you can do there's the
25:49ones you expect like send email there's
25:52other ones like trigger ads it can
25:54change the flow based on different
25:56characteristics of those customers and
25:57their behavior but
25:59it's really cool is when you go down you
26:00see things that aren't necessarily
26:02marketing and it's attached to the rest
26:03of Salesforce so you can do things like
26:06create a contact create a lien maybe you
26:09want to pause some advertising that's
26:11going on and it's all connected together
26:12so we our customers think of journeys
26:14much brought more broadly than just
26:16marketing so let's see what happens it
26:18Ken Ken comes in when he comes in
26:20through the who's signing up for a
26:21mobile app that's called an entry event
26:23an entry event from could be all kinds
26:25of different things maybe you do it
26:26through a Facebook ad maybe you do it
26:28through something else in this case it
26:30was a he came in through the mobile app
26:32as good marketers what's the first thing
26:34we do we send him a welcome email how
26:37many of those do you get when you
26:37download an app hey everybody thanks for
26:39joining the app but what's next what do
26:41you do next
26:42I was a digital marketer for a long time
26:45before I came to work at Salesforce and
26:47back in the day what we did is we either
26:49looked at stale data so we looked at
26:51data on what happened in the last six
26:54months year 18 months 24 months we asked
26:57the maus cuz maybe she knew better or we
26:59guessed what the next best step was and
27:01what we do now with journey builder in
27:03Salesforce is we let I'm Stein and we
27:05let the platform tell us what the next
27:07best step is so let's take a look what
27:08that looks like and this is called smart
27:10split and you see the little of clouds
27:13planetary atom system up there I need a
27:16better name for the Einstein logo
27:17someone needs to help me with that tells
27:19you that Einstein's can determine the
27:21best path for customers like Ken so it's
27:24looking at his attributes it's looking
27:26what he's done on the app it's looking
27:27what information and in this case it's
27:29gonna select a path for him in the case
27:31of Ken the path had selected is to offer
27:34him a subscription offer so we can go
27:36ahead and take a look at that and in
27:38this case we have it pre-built because
27:40we don't want to keep you for the rest
27:41of the afternoon and and build a
27:43campaign lovingly by hand but we can
27:44take a look at it and it's personalized
27:47you can drag and drop you can change it
27:49you can take a preview and see what it
27:50looks like on mobile and it looks really
27:52awesome and it's good to go out to Ken
27:54and customers who look like Ken that fit
27:56that fit into this journey so we're
27:58gonna go ahead and execute that and that
27:59goes off and meanwhile Ken is gonna get
28:03a message so let's take a look at what
28:04Ken's gets here so Ken gets the message
28:06in his inbox here it is from Duncan
28:08looks great fits the mobile device
28:10perfectly and you know what he loves
28:13offer he loves that original blends and
28:15he wants to subscribe now so he goes
28:17ahead and clicks that brings him to a
28:19mobile commerce experience powered by
28:21Commerce Cloud all within the mobile
28:23device hasn't had to change anything all
28:25with the same experience he's had he can
28:27go ahead and make that subscription
28:28order all secure and boom he's off to
28:31the races he's now subscribed to that
28:32that product so now what did we leave
28:35him hanging
28:35did we leave him waiting for that coffee
28:36its excitedly waiting on his front porch
28:39for it in this case he's gonna get a
28:41notification when his orders arrived
28:43this is push technology from the
28:44Salesforce marketing cloud this is the
28:46control center from our iPhone back
28:47there but he gets a push notification
28:50tell him his coffee shipments arrived on
28:53about you I really like coffee if you
28:55haven't been able to tell you and in
28:57this case can rush his home to get that
28:59to get that order so he zooms in rush
29:01this home to get that order and he wants
29:04to give some feedback on that order part
29:06of the mobile app is connecting it to
29:08communities and community cloud which is
29:09what sherry talked about because it's
29:11more you really want to get that
29:12360-degree conversation happening with
29:14your customer in this case he could do a
29:16bunch of things in the community he can
29:18maybe engage with other coffee lovers he
29:19can share his experience in this case he
29:21wants to talk about his order in a
29:23subscription and he's gonna say he was
29:24kind of neither satisfied or
29:26dissatisfied
29:27of course we're hope he's gonna share
29:29more reasons why he's gonna go ahead and
29:31do that and he's gonna share a photo of
29:33what happened to his order and we're
29:34thinking a little bit of dramatic flair
29:35here but as he pulled in the driveway I
29:38don't know where you live but you know
29:39sometimes the packages get lift in weird
29:41places when I pull into my house and he
29:42crushed his original coffee blends so
29:44that's not a super awesome experience
29:46and he's gonna go ahead and share that
29:47with Duncan meanwhile back at Duncan
29:51this is being happened by is being
29:53handled by a team who handles customer
29:55service inquiries across the board with
29:57their customers in service cloud so this
29:59is service cloud have you've ever seen
30:00it all the cases are coming in from
30:02different platforms you can see email
30:04social telephone some people still use
30:07telephones and you can see Ken at the
30:09very top and Ken says hey you know what
30:11I've got a problem here it opens a case
30:14the case is attached to his customer
30:16record we see everything we know about
30:18him we see some suggested articles that
30:20can help the agent make the right
30:21decisions in this case the agent knows
30:23what to do and he's gonna go ahead and
30:25tell Ken that hey we're super sorry
30:27we're gonna make sure we get you your
30:28coffee expedited so you can get it
30:31brewing and we're gonna throw in a $20
30:32gift card to make her to make the make
30:34it feel a better experience that goes
30:36off to Ken and Ken is so super excited
30:38about that that he shares that on social
30:41media with his friends and creates
30:42advocates and word-of-mouth for Dunkin
30:45Donuts so with that that's how Duncan
30:47uses Salesforce marketing cloud to
30:49create customer experiences and customer
30:51advocacy we're gonna change gears a
30:54little and go over and talk about a
30:56different brand there we go and the next
31:02company we're gonna talk about is
31:03Pearson and I'm not talking about the
31:05airport we're talking about Pearson who
31:07knows what Pearson is any hands oh I see
31:10a few Blake it doesn't count because
31:11you've seen me do this demo before
31:14Pearson is even if you've never heard of
31:17Pearson
31:18I can guarantee you you've used their
31:20products if you've went to college if
31:22you went to university if your company
31:23has a corporate education department you
31:25have used Pearson Pearson's products so
31:27our 40,000 people at Pearson who create
31:30textbooks and education materials for
31:33other businesses sometimes those
31:35businesses or universities sometimes
31:36their school boards sometimes their
31:38governments and they are a true b2b
31:41sales organization so as marketers what
31:43matters to them is creating that
31:45alignment between sales and marketing
31:47and there's a few products to do that
31:48one of the product uses sales cloud and
31:51I think pretty much all of us here have
31:52either used sales cloud or seen sales
31:54cloud at Salesforce that's the market
31:55leading CRM that helps you manage your
31:58business but it also uses Part I and
32:00Part I is the marketing automation
32:02platform for b2b marketers like like
32:04Pearson and this really helps them get
32:06better leads and sink sales and
32:07marketing they're also using a new
32:11product that we announced at Dreamforce
32:12called wave for b2b marketing and that's
32:14the analytics platform that connects all
32:16the pieces of the Salesforce platform
32:17for b2b marketers to get true insight on
32:20their business but rather than tell you
32:21about it let's go take a look and show
32:23you how it works so again I'm having
32:25lots of jobs today I'm gonna go get my
32:27marketing job at at Pearson and I'm
32:30gonna be a marketer at Pearson who
32:31starts her day or starts his day in
32:34Salesforce this is Salesforce this is
32:36the Lightning UI of Salesforce if you
32:38take a look through it you can see these
32:39are all the things that are indicating
32:41business got my events I've got my top
32:43campaigns just a dashboard and a in a in
32:46a drumbeat of my business but Einsteins
32:49here again Einsteins telling me not just
32:51what's happening but where I need to put
32:52my attention so as a marketer I love
32:54arrows that go green and up to the right
32:56we're all about that in marketing we
32:57love the up and to the right arrows we
32:59really don't like down in to the right
33:01red arrows those are not good arrows so
33:03I want to understand what's happening
33:05with that and Einsteins told me to go
33:06take a look take a look into it I grab
33:08it I give it a click it opens up b2b
33:11marketing for being wave for b2b
33:12marketers dashboard and this is a real
33:15time dynamic dashboard refreshes as that
33:18as the data refreshes and in this case
33:20it tells me all the campaign's that were
33:22impacting that decline in pipeline I'm
33:24seeing and it tells me that one of the
33:26biggest contributors to my campaign was
33:28the e-learning software campaign last
33:30year and it tells me the number one lead
33:33source for that was Google AdWords so if
33:35I want to turn that red into a green and
33:37turn it the other direction I want to
33:39focus on that campaign and I want to use
33:41Google AdWords to do it so I could call
33:44a meeting and wait till next Tuesday I
33:45could try to find people hanging around
33:47the water cooler but in Salesforce on
33:49the platform I want to action it
33:50directly from the spot so I'm gonna go
33:52ahead and add mention my my marketing
33:55team I'm gonna ask if they can ramp up
33:56the Google AdWords I'm also gonna
33:58mention to the content team that we'd
34:00love to have some fresh content on that
34:02and we're gonna go ahead and get that
34:03rolling so that's happening we're
34:05feeling good we know the leads are
34:06coming in now because the Google AdWords
34:08are going and there's a fresh content
34:09but I want to see what I do with those
34:10leads when they come in so let's take
34:12them hop back over and take a look at
34:13part on this is part this is the engine
34:16that drives the marketing automation is
34:18in sales cloud and in Salesforce and it
34:20has you know entry events has different
34:23activities you can do and in this case
34:25is telling me as people who are coming
34:26into this campaign that there's a bunch
34:28of different paths this journey could
34:29take but there's also a little indicator
34:31they're telling me that Einstein has
34:34found something here too it says that as
34:36people are coming in this campaign some
34:38of them are dropping off at this spot
34:39it's not just telling me that they're
34:41dropping off at this spot it's telling
34:43me what to do next
34:44it's telling me that I need to run a
34:46content optimization test so we're gonna
34:48do that and what a content optimization
34:49test does it looks at all the different
34:52content that's going out in this
34:53campaign and tell
34:54what the best path for these for these
34:57types of prospects and these are b2b
34:59prospects oh you these are really
35:00valuable and we want to make sure the
35:02right content goes out so we're gonna go
35:04ahead we're gonna run that and what we
35:06see is we see there's actually some
35:08stale content there and we went ahead
35:09and just updated that so we're feeling
35:11pretty good about it it's going we've
35:13got things going the leads are coming in
35:15they're being optimized correctly but
35:16what about the other half
35:17where's the sales and our sales and
35:19marketing story so now we're gonna hop
35:21over and we're going to take the role of
35:22sales person over at Pearson so let's go
35:25take a look I don't know how many of you
35:26are in sales I think we're all in sales
35:28at some point or another spec to you in
35:29particular if you're in marketing but if
35:31you're in sales you live on your mobile
35:33device you're in and out of cabs you're
35:35in and out of trains your internet of
35:37cars your data planes and customers who
35:39use the Salesforce app are always mobile
35:41first for sales in this case is you
35:43don't even have to go into the app the
35:45apps gonna go to you with things that
35:47you need to act on and in this case
35:48parted and the sales cloud has sent an
35:51engaged lurch to the customer R to the
35:53sales person telling him that Brian
35:55Larson from Midvale Community College
35:57Midvale Community College is somebody in
35:58this reps territory that's really
36:00important to him has been assigned to
36:02him he's awesome I've been trying to get
36:04into Midvale for a while I'm gonna go
36:06ahead and click that and take a look at
36:07it and this opens the Salesforce one app
36:09this is how we run our business at
36:11Salesforce we all use the Salesforce one
36:12app this is how people like Pearson to
36:14do it as well and it tells you things
36:16about Bryan we know who he is who he
36:18works for we know we do not could we do
36:20that in the notification but Einsteins
36:22here as well it has a score that telling
36:24me he's an 83 out of 100 which in this
36:26business tells me it's a good lead so
36:28that's great but it also tells me what
36:30he's been doing so far Dodd has been
36:32tracking what activities he's been doing
36:34what content he's downloaded and it
36:36looks like he's been pretty active he's
36:38been on that landing page that we just
36:39updated he's got some white papers I
36:41think he's a pretty hot lead I'm gonna
36:43want I'm gonna give him a call I'm gonna
36:46spare you the call we could roleplay on
36:48the call I could call on one of you to
36:49come up and do it with me we're not
36:50gonna do that we're just gonna do the
36:51call and we're gonna tell you that after
36:52the call is done it went pretty well
36:55but not perfect so while Bryan is ready
36:58to go
36:58Bryan's boss says that she wants some
37:00more information she wants to know more
37:02about eLearning
37:04before Bryan would have to maybe call
37:06marketing or maybe actually through some
37:08but he can do it directly through the
37:09Salesforce one app you can go ahead and
37:11put them on a drip campaign that's gonna
37:13get the e-learning content out - to
37:16Brian and his boss and they will get it
37:19automatically it's gonna happen to the
37:20platform so meanwhile that's happening
37:22the contents going out there
37:23everything's going good about a week
37:25later Brian gets some great news all
37:28right the rep kiss and bright news
37:29Brian's ready to do the deal and he's
37:31able to close that deal directly from
37:33the Salesforce one out so with that
37:35that's how Pearson creates alignment
37:38between sales and marketing using the
37:39Salesforce platform so with that couple
37:42things I want to end with if you like
37:44stories like this if you like reading
37:47about how other companies are using
37:48products and doing things please text
37:50five six two three seven and the word
37:53guide to five six two three seven and
37:55you will get the field marketers guide
37:57for Salesforce some really cool stories
37:59in there and a lot of fun if you want to
38:01meet experts who can show you how this
38:03work if you want to get a personalized
38:05demo please join us in the lodge just
38:08around the corner here with all the nice
38:10people who can take you through it and
38:11you know what there's still a couple of
38:12hours left in the day there's a couple
38:13of theater sessions including a couple
38:15for me at the end of the day so if you
38:16haven't had enough me there's a lot more
38:18events to go and also we would love to
38:20have you join us at Dreamforce so with
38:22that thank you Toronto you've been
38:23awesome this week see you next time
38:25thanks everyone

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