By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You'll leave this session inspired to create stronger more meaningful connections with your constituents!
Speakers:
Jason Belland, Senior Associate Director, Online Media and Technology, Columbia Business School
Jason Belland currently serves as Senior Associate Director of Online Technology at Columbia Business School Executive Education. His career in higher education spans 13 years, during which he has led innovation on projects including distance and online learning, CRM implementation, and website management. Jason speaks and consults internationally on the role of IT in delivering customer relationship management solutions to organizations.
Gordon Evans, VP of Marketing, ExactTarget Marketing Cloud, salesforce.com
Gordon Evans is the VP of Product Marketing for the Salesforce ExactTarget Marketing Cloud, where he and his team are responsible for messaging, positioning and go to market strategy. In the past eight years at salesforce.com, Gordon helped build salesforce.com’s award-wining public relations and social media teams, and launched some of the company’s most exciting initiatives, including the AppExchange and Force.com. Gordon has more than 20 years of experience in enterprise software and cloud computing product marketing, social media and PR, and has held a variety of positions at Epiphany, Digital Island and Novell.
2. Safe Harbor
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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
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statements.
3. Enterprise Cloud
Computing
Market Share
#1
World’s Most
Innovative
Company
2011, 2012, 2013
#1
Market Leader:
Enterprise, MidMarket,
SMB & Sales Force
Automation
#1
#1 in Enterprise Cloud Computing
& CRM
5. Become A Connected Campus:
Connect With Your Students in a Whole New Way
Connected
Faculty/Staff
Connected
Careers
Connected
Alumni
Connected
Devices
Connected
Students
6. Featured Presenters
Sandra Sanvido
Director, HE Marketing
Salesforce.com Foundation
Gordon Evans
VP, Product Marketing
Salesforce.com
Jason Belland
Sr. Assoc. Director of Online Technology
Columbia Business School
8. Your Students & Alumni
Cloud . Social . Mobile . Connected
Sales Cloud Service Cloud
ExactTarget
Marketing Cloud AppExchange
Salesforce1 Platform APIs
Salesforce1 Mobile App
Salesforce1 Platform Services
Force.com Heroku1
ExactTarget
Fuel
Salesforce1: A New Platform for the Future
9. Plan,
personalize
&
op/mize
the
student
&
alumni
journey
Build
a
single
view
using
data
Deliver
personalized
content
on
every
channel
13. Customer Data Platform
Scalable platform for aggregating & accessing customer data
No Limits on Data Storage
Any Source Data, from Anywhere
Interactive, Visual Data Modeling
14. Unique, Individual Preference Profile
Content, Product, Offer Automation
Real-time, highly personalized
interactions
Predictive Intelligence
Automatically predict and deliver the next best offer, product or content for
every customer in real-time
16. Simple data connection model
Complete view in Salesforce
Highly personalized communications
Salesforce Integration
Leverage CRM data to segment & target across all channels
17. Using Salesforce.com for the Single View
Lead or
Contact
Campaign
or Report ExactTarget
Marketing
Cloud
Email Internet Service
Provider (ISP)
Subscriber Takes
Action
(Open, Click, Bounce,
Forward to Friends, etc.)
Subscriber Actions Updated to
SFDC Lead/Contact and
Aggregate Level for Bulk
Sends
(Open, Click, Bounce,
Forward to Friends, etc.)
19. Email
Trusted leader in Email used by over 10,000 customers worldwide
Easy-to-use content, personalization,
and testing tools
Fast, highly scalable platform
No scheduled downtime
ISP reputation management, delivery
tools, and mobile preview
20. Mailboxes
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SMS and push notifications
Location-triggered messaging
Responsive design
Advanced targeting
Mobile
Reach your audience wherever they are and however they choose
22. Self-service across Twitter and Facebook
Easy-to-use advertising creation tools
Reporting and analytics across multiple metrics
Advertising
Buy & optimize media at scale, creating custom audiences for ad targeting
23. Web Experiences
Turn static websites into highly interactive, personalized experiences
Websites and landing pages
Web behavior tracking and triggers
Predictive, personalized content
Guided selling tools
24. HubExchange
The app marketplace for marketers, by marketers
Industry-leading marketing apps
Browse, search, drop and go
Enterprise distribution controls
26. Clemson University brings social media into the classroom
Embraced 21st century change by modernizing curriculum
Adopted state-of-the-art Social Media Listening Center
Innovative group projects & interdisciplinary research
Stock market prediction rate of 77% (up 784% in 7 weeks)
We
are
early-‐-‐possibly
the
first-‐-‐academic
adopters
of
this
technology
and
approach.
-‐
Jim
BoCum,
Chief
Informa/on
Officer,
Clemson
University
27. Thunderbird School of Global Management
Wanted to gather relevant information from both prospective students and alumni
ExactTarget Marketing Cloud developed a custom profile center to nurture prospective
students and alumni while also attracting donations
Improved value to prospects and graduates through relevant messaging
28. Ivy Tech Community College
One of the nations’s largest statewide community colleges with single accreditation
Needed to streamline communications to prospective and returning students
Developed automated cross-channel journey to deliver customized materials
32. 2008
Email
marke/ng
was
a
small
part
of
marke/ng
mix,
largely
comprised
of
email
newsleCers
and
broadcast
messages
2014
Email
marke/ng
at
founda/on
of
marke/ng
efforts,
complemen/ng
other
channels
are
more
focused
on
tailored
communica/ons
42. Results
• A/B
Tes/ng
has
allowed
for
data-‐centric
analysis
of
campaigns,
leading
to
more
effec/ve
messaging
with
higher
click
through
and
open
rates
• Exact
Target
plaZorm
and
support
has
provided
significant
gains
in
email
deliverability
• Customers
can
manage
their
rela/onship
with
us,
choosing
how
they
want
to
hear
from
us
and
about
which
topics
• Integra/on
with
Salesforce
means
that
Sales
and
Marke/ng
are
now
connected,
not
opera/ng
on
separate
channels
43. Next
Steps
• Automa/on
with
Journey
Builder
technology
• Op/mized
social
integra/on
• More
personaliza/on