SOLUTIONS WEBINAR: Subscriber engagement comes in many forms. Marketers could be missing a huge opportunity to develop brand advocates by failing to continue to interact with their customers. Learn about the power of relevant and timely content through cross-channel messaging as well as real-world tactics for developing a single view of the customer. Speakers: Sean Morrison, Senior Marketing Consultant and Lauryl Kitson, Marketing Consultant, Salesforce Marketing Cloud Moderated by: Jim Eup, Principal Product Marketing Manager, Salesforce Marketing Cloud

1. #ETWEBINARS
#ETWEBINARS
Leveraging a Single View
of the Customer for
Stellar Marketing
October 23, 2014

2. #ETWEBINARS

3. Webinar Recap
#ETWEBINARS
4 types of Youtility for Engagement:
1. Self-Serve Information: Relationships are
created with information, not just people
2. Radical Transparency: Trust is the prism
through which all business success must pass
(even post-sale)
3. Humanity: The best way to keep your
customers is to make THEM the stars
4. Real-Time Relevancy: Long-term
engagement is all about transcending the
transaction
Youtility: Why Smarter Marketing
is about Help, not Hype
Jay Baer
President | Convince & Convert
@jaybaer

4. Webinar Follow-up
Watch your inbox!
Presentation will be recorded and shared
in a follow-up email.
#ETWEBINARS

5. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

6. Speakers
Sean Morrison
Senior Marketing Consultant
Salesforce Marketing Cloud
@smorrison0
#ETWEBINARS
Lauryl Kitson
Marketing Consultant
Salesforce Marketing Cloud
@laurylkitson!
Jim Eup
Principal Product Marketing
Manager
Salesforce Marketing Cloud
@JimEup!

7. A Whole New Way to Engage Customers
#ETWEBINARS
58%
Faster
Deployment
5B
Smartphones
by 2017
Mobile
1T
Connected
Sensors
Social
50B
Connected
Products
Connected
4.5B
Aggregated
Users

8. In the Internet of Customers
Companies Create 1:1 Experiences
#ETWEBINARS
Connected
Customers
Product Mobile Social Web Stadium Email Store Community
Connected
Partners
Connected
Employees
Connected
Experiences

9. Contact Builder
Data Management Tools! 360° View of the Customer! Personalized Content in Any Channel!
App Data"
Leverage information from
any app for any contact.!
#ETWEBINARS
Lists, Groups, and Filters"
Use contact-specific information
for filtering and segmenting.!
Data Designer"
Define demographic & behavioral
information about your customers.!
!

10. #ETWEBINARS

11. #ETWEBINARS

12. #ETWEBINARS

13. Put the Data Together:
1. Choose identifier (and stick with it)
2. Think Cross-Channel
3. Create Value in Creating Linkages
#ETWEBINARS

14. #ETWEBINARS

15. Privacy Concerns
• People are 5X more likely to share
phone numbers and email
addresses than social media
connections
#ETWEBINARS
60%
50%
40%
30%
20%
10%
0%

16. Identifier Checklist
• Will someone share it?
#ETWEBINARS

17. Identifier Checklist
• Will someone share it?
• Is it something useful?
#ETWEBINARS

18. Identifier Checklist
• Will someone share it?
• Is it something useful?
• Can it be used in multiple channels?
#ETWEBINARS

19. Identifier Checklist
• Will someone share it?
• Is it something useful?
• Can it be used in multiple channels?
• Is it unique to the customer?
#ETWEBINARS

20. #ETWEBINARS

21. #ETWEBINARS

22. #ETWEBINARS

23. #ETWEBINARS

24. Put the Data Together:
1. Choose identifier (and stick with it)
2. Think Cross-Channel
3. Create Value in Creating Linkages
#ETWEBINARS

25. Social Integration
• Badges are earned for
shopping and saving. No
check-in required.
• Friends’ badges, purchases
and savings are displayed
(linked via Facebook)
#ETWEBINARS

26. Social
Networks
#ETWEBINARS

27. Put the Data Together:
1. Choose identifier (and stick with it)
2. Think Cross-Channel
3. Create Value in Creating Linkages
#ETWEBINARS

28. Social Integration
• Automated shopping via your
Twitter stream
• Create value in creating
linkages
#ETWEBINARS

29. #ETWEBINARS

30. #ETWEBINARS

31. #ETWEBINARS

32. #ETWEBINARS

33. Leverage the Data:
1. Active Audiences Case Study
2. Create Cross-Channel Experiences
3. Build Value in B2B Interactions
#ETWEBINARS

34. #ETWEBINARS

35. #ETWEBINARS

36. #ETWEBINARS

37. #ETWEBINARS

38. #ETWEBINARS

39. Learn More
1. Coordinating Channels blog post
http://exacttarget.com/blog/active-audiences-research
2. Facebook IQ blog
http://insights.fb.com/category/industry-research
#ETWEBINARS

40. Leverage the Data:
1. Active Audiences Case Study
2. Create Cross-Channel Experiences
3. Build Value in B2B Interactions
#ETWEBINARS

41. #ETWEBINARS

42. #ETWEBINARS

43. #ETWEBINARS

44. #ETWEBINARS

45. Opportunities to Create Great Experiences
1. Dynamic Content in Email
2. Online Merchandising
3. In-store Client-telling
4. Product Matching
#ETWEBINARS

46. Leverage the Data:
1. Active Audiences Case Study
2. Create Cross-Channel Experience
3. Build Value in B2B Interactions
#ETWEBINARS

47. #ETWEBINARS

48. #ETWEBINARS

49. #ETWEBINARS

50. Subject Line: Webinars
#ETWEBINARS

51. Questions?
This presentation was recorded and will be shared with all participants via email
#ETWEBINARS

52. Mark Your Calendars for Upcoming Webinars
#ETWEBINARS
November
11th
Cost
of
the
Customer:
5
ways
to
Personalize
Your
Customer
Experience
November
20th
Leveraging
Customer
Experience
to
Retain
and
Re-­‐engage
Customers
REGISTER:
h*p://pages.exac*arget.com/thefutureisnow

53. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

54. Thank You
This presentation was recorded and will be shared with all participants via email
#ETWEBINARS