Sep 01, 2016
By Eric Stahl
Customer Journeys, Strategy
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Every marketer understands the premise-and every CEO yearns to realize the promise-of connected customer journeys across all touchpoints. Yet the challenges of siloed departments and data, siloed customer experiences, disconnected channels, disconnected marketing tools and analytics, and security, scale and availability persist.

I know you're probably well versed in the problems. And I understand your pain-what's been missing is a solution that meets the needs of the entire organization. Until now.

Today, we've turned the corner in the digital transformation. We're now living in the age of the customer, where great marketing is powered by solutions that put customers at the center of every experience and every interaction. Providing cohesive, consistent, and relevant 1-to-1 experiences across marketing, sales, and service-on all channels and devices-is no longer a wish for the future. It is readily available to companies of all types, sizes and industries.

A finite focus on customer experience is the common thread among the world's most innovative companies like Uber, Amazon, GE, Fitbit, and I'm proud to say Salesforce. From established brands to digital startups, healthcare providers to financial services firms, and even government agencies, educators and not for profits, digital leaders recognize customers want transparency, ease-of-use, convenience, and personalization. Most importantly, marketers just like you are most often driving these customer experience initiatives.

Marketing's Role in Driving Brand Experiences

There's never been a more exciting time to be a marketer. Yet despite the dynamic environment in which we work, one thing remains consistent: We exist to generate more demand for our company's products and services.

We have hundreds of metrics to gauge success, but what matters most are our contributions to the bottom line:

  • Driving customer acquisition
  • Generating sales
  • Decreasing customer churn

These goals have changed little over the years, but to attain them, we must recognize how shifts in cloud computing, mobile, social media, and artificial intelligence are reshaping how we market. Let's briefly walk through each trend.


Cloud Computing for Marketing

Forecasts from Forbes, Cisco, Forrester, and Gartner predict that by the end of 2016, more than a third of the world's digital content will be stored in the cloud. Marketers can operate with greater speed and immediacy than ever before-with more access to testing and instant optimization. With the ability to scale programs with near-infinite amounts of data, we can all better manage and personalize the customer journey, sending billions of 1-to-1 messages across every channel: email, mobile, social, apps, the IoT, and more. With easy access to apps in the cloud, marketers now have control over our businesses, allowing us to focus on innovation, not infrastructure.


Mobile Marketing

People are attached to cell phones 16 hours a day and check them 80+ times a day. Apps give people context that can create connected customer experiences and drive personalization with location, proximity, speed, weather, and other daily cues. Mobile messaging-in-app push notifications and text messages-help us connect with customers when they need it most. Customers are now notified when their flights are delayed, when their reservations are ready, or when their pizzas have been delivered.


Social Media Marketing

According to this case study from Facebook and Salesforce, marketers who align messaging in email campaigns with social advertising strategies have seen a 22% lift in email conversions. The average Facebook user spends 50 minutes per day on Facebook, Instagram, and Messenger. That's more than any other leisure activity the Bureau of Labor Statistics surveys except watching TV and movies, according to the New York Times. Because these networks are identity-based platforms, marketers can reach more prospects, fans, and followers than ever-and in the process, learn an incredible amount about them. Social managers can create personalized experiences through ads, recommendations, and customer service-as well as use social to drive email subscriptions and app downloads.


Artificial Intelligence for Marketing

Today, just 1 percent of business data has been analyzed and it requires skilled data scientists to develop apps and extract insights. Over the next decade however, AI will transform every aspect of business-every industry. It has the potential to make every company and every employee smarter, faster, more operationally efficient and productive.

Marketers can use artificial intelligence to recommend products and offers to customers, tailoring messages according to important metrics, such as email opens, browsing activity, and conversions. Customer data can help identify new audience segments to target with more relevant messages and offers. Then, marketers can measure, test, analyze, and optimize every step of the journey, getting insights into traffic, sales, and service metrics along the way.

The Key Questions You Need to Ask In Order to Your Achieve Customer Experience Goals

While it's easy to get excited about the age of the customer and its infinite possibilities, it's important to remember that great new opportunities can also introduce some new obstacles (or quite often highlight existing issues with legacy systems). To succeed, marketers must be able to answer five fundamental questions:

  1. How can I blur the lines and remove the obstacles between marketing, commerce, custom apps, sales, service, communities, and IoT, so that there is one connected customer experience for each individual-and do it at scale?
  2. How can I reach each customer, in every stage of the customer lifecycle, with relevant and personalized messaging - and do it at scale?
  1. How can I create content and campaigns that are connected across the channels where customers are engaged?
  1. How can I increase the speed, quality, and impact of my marketing departments if our data toolsets are not integrated and incomplete?
  2. How do I ensure that my customer data is secure and that my messages reach my customers anywhere, any time?

Meet Salesforce for Marketing

Salesforce is the Customer Success Platform. It's the only platform that puts the customer in the center of marketing, sales, commerce, and service to create one connected customer experience across all touchpoints with a brand. For marketing, it means Salesforce helps you do what matters most: drive pipeline, product sales, and their company's bottom lines. For example, retailer Room & Board enjoys an ROI of 2700% with Marketing Cloud.

Salesforce is the unquestioned leader in CRM market share. This is good news for marketers. It means that they finally have the tools to tie marketing metrics directly to sales, commerce, and service outcomes.

 

Leverage the World's #1 CRM Platform

Salesforce is the #1 CRM platform and ecosystem, with leading apps in sales, service, marketing, commerce, community, analytics and the Internet of Things. It's the only platform that puts the customer in the center of marketing, sales, commerce, and service to create one connected customer experience across all touchpoints with a brand. In fact, Salesforce is the unquestioned leader in CRM market share.

We're 100% in the cloud-no software-and the solution of choice for marketing, sales and service teams around the world to focus on innovation, not infrastructure. Specifically, here is how we partner with marketers to help you succeed:


Build 1-to-1 Journeys Across the Entire Customer Lifecycle

Marketers can use journey mapping to manage marketing strategies in real time across awareness, acquisition, onboarding, engagement, retention, and advocacy.

  • Awareness: CRM-driven advertising and social media marketing
  • Acquisition: Lead management (lead nurturing, scoring), selling, and commerce journeys
  • Onboarding: Onboarding journeys that help new customers, employees, and partners adopt products, service, and apps
  • Engagement: Event promotion, product information, cross-sell/upsell promotions, launches, holiday sales, app engagement, social media content marketing, and customer communities
  • Retention & Advocacy: Renewals, customer support, social listening, customer care, service journeys, reminders, alerts, and updates

Connect to Customers on Every Channel and Every Device

Marketers can reach their customers with personalized messaging across email, mobile messaging and apps, social media, advertising, websites, IoT, and communities.

  • Email: Transactional, promotional, and 1-to-1 emails
  • Mobile Messaging: SMS, push, and group messaging
  • Mobile App Development: Loyalty and e-commerce apps
  • Social Media: Listening, analysis, publishing, and engagement
  • Advertising: Facebook, Twitter, and LinkedIn ads
  • Website: Personalized content, offers, and landing pages
  • IoT: In-product messaging
  • Communities: Customer communities, partner communities, and employee communities
  • Customer Service: Integrated customer support and social customer care

Make Marketing More Intelligent and Predictive with an Integrated Toolset

With the following set of tools, marketers can reach each customer with 1-to-1 campaigns and messages - no matter the size of their team or size of their audience.

  • Planning, collaboration, and mobile apps
    • Marketing apps for budgeting, events, PR, and campaigns
    • Collaboration and docs
    • File sharing
    • Employee communities
    • Mobile apps for marketing on the go
  • Audience Management
    • Extract, Transform and Load (ETL)
    • Customer data modeling
    • Audience segmentation
  • Content Management and Personalization
    • Content scripting
    • Product recommendations
    • Content management
  • Customer Journey Mapping / Marketing Automation
    • Event-triggered, real-time marketing
    • CRM lead management
  • Channel Tools
    • Email marketing
    • Mobile marketing
    • Social marketing
    • Advertising
    • Mobile apps
    • Customer and partner communities
    • Digital commerce
    • Connected products
    • Integrated customer support
    • Integrated sales
  • Marketing Analytics and Intelligence
    • Email and mobile analytics
    • Social analytics
    • Business intelligence
    • Artificial intelligence

Trust is our #1 Value

Marketers can trust a platform that keeps data secure, has no-downtime, and scales to meet a brand's business needs-ensuring that their messages reach their customers across every channel on any device. The Customer Success Platform sent 2.3 billion emails on Cyber Monday in 2015, and delivered over 370 billion messages securely last year.

  • Deliverability and Security
    • Sender authentication
    • Numerous IP ranges
    • Industry-leading deliverability expertise
    • Tokenized sending
    • Encrypted data
    • Enhanced disaster recovery
    • No scheduled downtime

Put Your Customers at the Center

While the digital transformation will surely continue to evolve, the Customer Success Platform represents a major milestone for every business. The age of the customer is upon us, and marketers just like you are in the ideal position to give them what they want-cohesive, relevant and personalized experiences across marketing, sales, service, and everywhere in between.

Ready to get started? Check out Marketing Cloud for yourself with this self-guided tour.

 

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CROSS-CHANNEL, CUSTOMER JOURNEYS, MARKETING AUTOMATION
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