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/Salesforce.comFoundation
@SFDCFoundation
Columbia Business School:
Creating Stronger Connections Using ExactTarget Marketing Cloud
Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
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
new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our
operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any
litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our
relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our
service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger
enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our
annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter.
These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section
of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based
upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking
statements.
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
1%
Time
Equity
Product
588,000+
Hours
Service
$55M+
Grants
20,500+
Non-profit
Organizations
1/1/1 Model
Adopted by
Become A Connected Campus:
Connect With Your Students in a Whole New Way
Connected
Faculty/Staff
Connected
Careers
Connected
Alumni
Connected
Devices
Connected
Students
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
Gordon Evans
VP Product Marketing
@gordonevans
	
  
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
Plan,	
  personalize	
  &	
  op/mize	
  the	
  student	
  &	
  alumni	
  journey	
  
Build	
  a	
  single	
  view	
  using	
  data	
  
Deliver	
  personalized	
  content	
  on	
  every	
  channel	
  
	
  
Plan OptimizePersonalize
Manage the Entire Journey from Simple to Complex
Identify
Lifecycle
Touch Points
Personalized
Enrollment Email
Athletic Event
Reminder SMS Alert
Alumni Fundraising
Campaign
Transaction Confirmation
for Tuition Payment
Campus Welcome
SMS Alert
The World’s Most Powerful 1:1 Digital Marketing Platform
Customer Data Platform
Scalable platform for aggregating & accessing customer data
No Limits on Data Storage
Any Source Data, from Anywhere
Interactive, Visual Data Modeling
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
Intuitive, drag & drop interface
Cross-channel
Real-time analytics
Random, multivariate split testing
Marketing Automation: Journey Builder
Create personalized, automated customer journeys
Simple data connection model
Complete view in Salesforce
Highly personalized communications
Salesforce Integration
Leverage CRM data to segment & target across all channels
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.)
The World’s Most Powerful 1:1 Digital Marketing Platform
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
Mailboxes
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slide to view
SMS and push notifications
Location-triggered messaging
Responsive design
Advanced targeting
Mobile
Reach your audience wherever they are and however they choose
Actionable visual insights
Interactive, in-stream publishing
Advanced workflow capabilities
Social
Listen, publish, and engage across all social channels
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
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
HubExchange
The app marketplace for marketers, by marketers
Industry-leading marketing apps
Browse, search, drop and go
Enterprise distribution controls
The World’s Most Powerful 1:1 Digital Marketing Platform
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	
  	
  
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
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
Demo
Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
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	
  
	
  
Changing	
  expecta/ons	
  
Building	
  a	
  Founda/on	
  
•  Website	
  inquiries	
  
•  Program	
  survey	
  data	
  
•  ACendee	
  interests	
  /	
  purchase	
  history	
  
•  Sales	
  conversa/ons	
  
Deliverability	
  
Deliverability	
  
A/B	
  Tes/ng	
  
Dynamic	
  Content	
  
Referral/Upsell	
  
Data-­‐Centric	
  
Editorial	
  Choices	
  
Repor/ng	
  
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	
  
Next	
  Steps	
  
•  Automa/on	
  with	
  Journey	
  Builder	
  technology	
  
•  Op/mized	
  social	
  integra/on	
  
•  More	
  personaliza/on	
  
Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud

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Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud

  • 1. /Salesforce.comFoundation @SFDCFoundation Columbia Business School: Creating Stronger Connections Using ExactTarget Marketing Cloud
  • 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties 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 new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking 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
  • 7. Gordon Evans VP Product Marketing @gordonevans  
  • 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    
  • 10. Plan OptimizePersonalize Manage the Entire Journey from Simple to Complex
  • 11. Identify Lifecycle Touch Points Personalized Enrollment Email Athletic Event Reminder SMS Alert Alumni Fundraising Campaign Transaction Confirmation for Tuition Payment Campus Welcome SMS Alert
  • 12. The World’s Most Powerful 1:1 Digital Marketing Platform
  • 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
  • 15. Intuitive, drag & drop interface Cross-channel Real-time analytics Random, multivariate split testing Marketing Automation: Journey Builder Create personalized, automated customer journeys
  • 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.)
  • 18. The World’s Most Powerful 1:1 Digital Marketing Platform
  • 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 2:00 PM From: Northern Trail Outfitters Join myNTO Today Today at 12:00 Join myNTO Today Join myNTO today to start getting rewarded every time you shop at NTO. Collect up myNTO points and get great discounts. We think you might like this: Thermal-lined Windbreaker This windbreaker is thermal lined and rain resistant, providing comfort and convenience in all weather conditions. JOIN myNTO TODAY Welcome to Northern Trail Outfitters Alerts! Msg & data rates may apply. NTO Messages 2:00 PM Contact123-45 11:37Tuesday, February 11 Northern Trail Outfitters 6m ago 3 DAYS ONLY! Spend $75 Get Free Shipping. Excludes Clearance. Hurry! Offer ends Monday! slide to view SMS and push notifications Location-triggered messaging Responsive design Advanced targeting Mobile Reach your audience wherever they are and however they choose
  • 21. Actionable visual insights Interactive, in-stream publishing Advanced workflow capabilities Social Listen, publish, and engage across all social channels
  • 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
  • 25. The World’s Most Powerful 1:1 Digital Marketing Platform
  • 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
  • 29. Demo
  • 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    
  • 34. Building  a  Founda/on   •  Website  inquiries   •  Program  survey  data   •  ACendee  interests  /  purchase  history   •  Sales  conversa/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