The document discusses how smart brands are using customer data and personalized digital marketing strategies across channels to improve customer acquisition, onboarding, engagement, and retention. It provides examples of how companies like Pei Wei, Mint.com, Dreamfields, Royal Bank of Canada, Beyond the Rack, and The Honest Company use email marketing, mobile push notifications, and lifecycle campaigns to better serve customers at each stage of the customer journey. The key takeaway is that understanding individual customer needs and behaviors enables brands to predict relevant content that drives the customer relationship at every touchpoint.

1. The Future is NOW!
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook
How Smart Brands are Using the Salesforce Marketing Cloud to Acquire, Onboard, Serve and Retain Customers

2. Safe Harbor
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4. First Visit
Hand-Raise
PurchaseBuying CycleSales Cycle
•Online Research
•Exploring Brands and Products
•Narrowing of Options
•Making the decision
•Justifying Decision
•Ordering
The B2C Buying Process has Changed! Online Research
“Before ever entering a store, 62% of shoppers already know what they want to buy through prior online research.”
Bazaarvoice: "Social Trends Report 2013"

5. Buying CycleSales Cycle
The B2B Buying Process has Changed! Online Research
“70% of the B2B buying cycle is complete before the buyer engages with Sales”
Source: Sirius Decisions
First Visit
Hand-Raise
Purchase
•Online Research
•Exploring Brands and Products
•Narrowing of Options
•Making the decision
•Justifying Decision
•Ordering

6. Source: Google –“Zero Moment of Truth”, 2012
The average consumer consults 10.2 sources of information before making a purchase.
{In 2010, it was 5.3}

7. of all shoppers use the Internet to research and purchase products and services
Source: Cisco Internet Business Solutions Group
"Catch and Keep Digital Shoppers" 2013

8. By 2018, 58% of the US population will access the Internet via a connected TV. Source: eMarketer, June 2014

9. of consumers rely on social networks to guide their purchase decision.
Source: SproutSocial, 2014

10. 73% of US mobile phone users are smartphone owners.
Source: comScore MobileLens, October 2014
Consumers are Mobile First

11. of consumers use their mobile phone to research products in store.
Source: Cisco Internet Business Solutions Group study: "Catch and Keep Digital Shoppers“ January 2013

13. The Connected Consumer
More Informed.
More Empowered.
More Demanding.
1

14. Customers expect a
across channels!

15. The Customer Life CycleBusiness GettingBusiness Keeping
Brands Must Deliver Relevant Content through Every Channel at Every Stage of the Customer Life Cycle

16. 78% of consumers are more likely to be a repeat customer if a brand provides them personalized offers.
Source: Infosys
The Good News

17. 54% of consumers would consider ending their relationshipwith a brand if they are not given tailor-made, relevant content & offers.
Source: CMO Council
The Bad News

18. +
Channels
Applications
Email
Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Product Needs,
Interests, Preferences
Campaign
Response History
Analytics and
Engagement Score
Product /Service
Purchase History
Customer
Demographics
Email Address
Physical Address
Customer Data
Event Attendance
HistoryData is The Money Ball of 1:1 Marketing
Explicit Data (Reported) + Implicit Data (Observed)
2

19. “Data-driven companies are 5% more productive and 6% more profitable”
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014

20. Brands Must Have a Multi-Channel Strategy for Observing, Acquiring and Storing Customer Behavioral Data
Melissa SmithEmail: msmith@gmail.com
Age 32Twitter: @MelissaSmith01
Chicago, IL Facebook Friend & Email Subscriber

21. Twitter Interaction Triggered by Published Content
Email Signup via Facebook
Welcome Email / Request for Needs & Interests
Site Browsing & Guided Exposure to Content
Email 1 Triggering Mobile App Download
Email 2 & Invitation for Mobile Push Sign upProgressive Profiling Enables Brands to Learnabout the Customer’s Interests and Predictwhat Offers, Information and Service are Relevant and Timely
Progressive Profiling
Twitter: @MelissaSmith01
Melissa Smith
Postal Address
Email: MSmith@gmail.com
Preferred Retailer
Birth year
Mobile Phone Number
Personal Profile Data
Browsing Behavior
Product Interests
Promotion Participation
Mobile App Downloaded
Product Purchase History
Requested Push Notifications
Customer Service History

22. When customer data is used to predict and deliver relevant content, Conversion Rates increase 6 –9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud Benchmark Report
Email
Mobile
Online

23. Journey Management
3Customer Experience
is the key to delivering a great

24. Source: McKinsey & Company
The buyer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
1
The buyer adds or subtracts brands as he evaluates what he wants.
2
Ultimately, the buyer selects a brand at the moment of purchase.
3
After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.
4
The Customer Decision Journey

25. Source: McKinsey & Company, 2013
Customer Journeys span all stages of the Customer Experience, from buyingthe product to actually usingit

26. Increases revenue by up to 15%
Improves customer satisfaction 20%
Lowers the cost to serve by up to 20%
Source: McKinsey & Company, 2013
Automating and Optimizing Customer Journeys Produces Impressive Results

28. Acquire
Onboard
Engage
Retain
1:1 Digital Marketing
Best Practices for Building Profitable Customer Relationships

29. Acquire
Onboard
Retain
1:1 Digital Marketing
Best Practices for Building Profitable Customer Relationships
Engage

30. AUDIENCES ARE YOUR ASSETS

31. HABIT #1: THINK LIKE AN ASSET MANAGER

34. Academy Sports is adding 15K+ email subscribers per week
($450K value/wk)

35. Pei Wei Uses In-Store Signage to Promote Special Offers and Acquire New Email Subscribers

36. Pei Wei uses in- store signage to invite guests to text and receive a buy-one, get- one free coupon each time a new entrée is introduced.

37. Bar-Coded Email Coupons Drive Consumers to Stores
Campaign Results:
•In two weeks, Pei Wei generated 18,000 new email subscribers!
•Produced coupon redemption rates of 20%!

39. Acquire
Onboard
Retain
1:1 Digital Marketing
Best Practices for Building Profitable Customer Relationships
Engage

41. Source: Live / Work Intelligence: “The Critical First 3 Months of Being a Customer” September 2014
Engaging New Customers in the First 3 Months is Critical
One-third of customers who defect to another brand do so after encountering a situation in the early stageof the customer life cycle.

42. No Single Channel is More Effective than Email for Welcoming New Customers
The Customer Life CycleBusiness GettingBusiness Keeping
Email is #1 for Onboarding

44. Why this Works:
Set expectations for new Mint.com users. Reinforces value of using Mint.com
Effectively introduces newly registered users to the Mint.com site and the services it provides
Provides five clear steps on how to proceed
Mint.com onboardsnew users with a series of four emails.

45. Subsequent Mint.com onboarding messages are delivered
at +7 days, +14 days, and +35 days after the initial Welcome.

46. Acquire
Onboard
Retain
1:1 Digital Marketing
Best Practices for Building Profitable Customer Relationships
Engage

47. of B2C marketing professionals rank eNewslettersMost Effective.
2015 Content Marketing Trends –North America
Content Marketing Institute / MarketingProfs

48. Email is the Backbone of DreamfieldsGrowth and Success
Dreamfieldsis a client of
HyperDriveInteractive
In 7 years, Dreamfieldshas . . .
-Grown its consumer email subscriber base to 614,000+
-Grown its healthcare professionals email subscriber base to 48,000+
-Increased sales 7X from 3M pounds/year to 22M pounds/year

49. Dreamfields’ “Brand Fans” are its Best Marketers!

50. Dreamfields’ “Brand Fans” are its Best Marketers!
Each year, Dreamfields“brand fans” invite 130,000+ friends to try Dreamfields
That’s 130,000+ trial coupons in the hands of potential customers
These coupons have a 30% Redemption Rate!!

52. "At RBC, the future is digital. When you combine the passion of our 80,000 employees with the strength of our digital channels, that is what will make us win in the future." Mark AtkinsonVice President, Digital Marketing & SalesRoyal Bank of Canada

53. RBC is Using Mobile to Improve the Quality and Timeliness of Customer Service
RBC Email Alert
RBC Text Alert

54. RBC customers set up email alerts, text alerts, and push notifications.

55. Acquire
Onboard
Serve
Retain
1:1 Digital Marketing
Best Practices for Building Profitable Customer Relationships

56. Beyond The Rack is a Leading eCommerceFlash Sale Retailer
•Members-only access
•Unique sales every day (9am & 5pm)
•Limited Time (48 to 72 hours)
•Limited Inventory
•Deep Discounts (up to 85% off retail)

57. of online shoppers are willing personal preferencesto receive more relevant email.
Source: Harris Interactive, 2014

58. BTR sends over 2.5 million unique email versionsdaily!
Personalization attributes include:
•Individual shopping behaviour
•What brands the shopper prefers
•What products the shopper likes
•What offers they don’t respond to
Personalization of email content delivers a 12-18% revenue lift!
Email is Responsible for Driving
66% of Revenues for Beyond The Rack

59. of Beyond The Rack Emails are Opened on a Mobile Device!

60. Beyond The Rack uses MobilePushto send daily push notificationsto members notifying them of the special sales for the day.
Results
•60% of Beyond The Rack mobile app downloaders have opted-in to receive push notifications.
•75% of Beyond The Rack mobile app downloaders have signed into their account in the mobile app, allowing Beyond The Rack to learn more about individual customer preferences.

61. Jessica Alba
Actress and Founder of The Honest Company

62. CONFIDENTIAL
62
Metric
Lifecycle Average
Overall Average
Opens
39%
17%
Clicks
5%
3%
Conversions*
6xOverall Average
*Any click that ends up on the Order Confirmation page is considered a conversion
Lifecycle (Winback) Marketing Campaigns are triggered by member purchase behavior. These campaigns are the best performing of all email campaigns for The Honest Company.
Lifecycle Marketing Campaigns

63. 12/4/2014
CONFIDENTIAL
63
Lifecycle Marketing Campaigns –Lapsed Shoppers
Day 75 since last purchase
Day 89 since last purchase
34% Open Rate
5% CTR

64. 12/4/2014
CONFIDENTIAL
64
Lifecycle Marketing Campaigns –Canceled Members
7 Days After Trial Cancel
14 Days After Trial Cancel
31% Open Rate
5% CTR

65. 12/4/2014
CONFIDENTIAL
65
Lifecycle Marketing Campaigns –Cart Abandoned
Email #1
Sent 1 day after cart abandon
Email #2
Sent 3 days after abandon if no purchase since Email #1
36% Open Rate
3% CTR

66. Triggered Abandoned Cart Emails Capture Sales that Would Otherwise Be Lostof online shoppers DO NOT complete purchase after placing item(s) in their shopping cart.
Source: SeeWhy, 2014of all abandoned cart emails are opened. of clicks lead to purchases back on site.
Source: SaleCycle, 2014

68. The New Email Marketing ParadigmUnderstand the needs, interests and behavior of individual customers and use this insight to predict and deliver personalized content that aids the acquisition, onboarding, serving and retention of customers.

69. The New Email Marketing ParadigmUnderstand the needs, interests and behaviorof individual customers and use this insight to predict and deliver personalized content that aids the acquisition, onboarding, serving and retention of customers.

70. The New Email Marketing ParadigmUnderstand the needs, interests and behavior of individual customers and use this insight to predict and deliver personalized content that aids the acquisition, onboarding, serving and retention of customers.

71. Joel BookPrincipal, Marketing InsightsSalesforce Marketing Cloudjbook@ExactTarget.com @JoelBookThanks! www.linkedin.com/in/joelbook/