SALESFORCE
MARKETING CLOUD
Enehano Solutions – říjen 2023
AGENDA
Marketing Automation
Salesforce Marketing Cloud
Journey framework
Live demo
01
02
03
04
3
MEET JAKUB
Head of Marketing Automation, Business Consultant
JAKUB LYSÁČEK
EXPERIENCE WITH CLOUDS AND PRODUCTS
JAKUB WORKED ON PROJECTS FOR COMPANIES
ABOUT JAKUB
JAKUB'S CERTIFICATIONS• 10+ years of expertise in Marketing Automation & Data
• Delivered 20+ projects across diverse industries,
including financial services, startups, telco,
manufacturing, and e-commerce
• 6x Salesforcecertified specialist
• Participated in 50+ presales
• SFMC, Data Cloud, Integrations, Data Model Design,
Multi-cloud patterns, Custom Development, Security
• Roadmaps, ROI calculation, KPIs, Journey Design,
Change management
4
INTRODUCTION
Work experience?
Experience with Marketing Automation?
CRM?
SALESFORCE
MARKETING CLOUD
6
BUILDING RELATIONSHIPS WITH TODAY’S DIGITAL
CUSTOMERS IS DIFFICULT
The experience
a company
provides is as
important as
its products
and services
88%
Customers
used multiple
channels to
start and
complete
transactions
Customers have
stopped buying
from a company
whose values
didn’t align with
theirs
Customers say
they generally
trust
companies
Source: Salesforce State of Marketing Report and State of the Connected Customer Report, Salesforce Research
78% 66%
up from 62% in 2020up from 72% in 2020up from 80% in 2020 Up from 48% in 2020
52%
7
BUILDING RELATIONSHIPS WITH TODAY’S DIGITAL
CUSTOMERS IS DIFFICULT
The experience
a company
provides is as
important as
its products
and services
88%
Customers
used multiple
channels to
start and
complete
transactions
Customers have
stopped buying
from a company
whose values
didn’t align with
theirs
Source: Salesforce State of the Connected Customer Report, Salesforce Research, 2022
78% 66%
up from 62% in 2020up from 72% in 2020up from 80% in 2020 Up from 48% in 2020
62%
8
BUILDING RELATIONSHIPS WITH TODAY’S DIGITAL
CUSTOMERS IS DIFFICULT
The experience
a company
provides is as
important as
its products
and services
88%
Customers
used multiple
channels to
start and
complete
transactions
Customers have
stopped buying
from a company
whose values
didn’t align with
theirs
Source: Salesforce State of the Connected Customer Report, Salesforce Research, 2022
78% 66%
up from 62% in 2020up from 72% in 2020up from 80% in 2020 Up from 48% in 2020
62%
9
BUILDING RELATIONSHIPS WITH TODAY’S DIGITAL
CUSTOMERS IS DIFFICULT
The experience
a company
provides is as
important as
its products
and services
88%
Customers
used multiple
channels to
start and
complete
transactions
Customers have
stopped buying
from a company
whose values
didn’t align with
theirs
Source: Salesforce State of the Connected Customer Report, Salesforce Research, 2022
78% 66%
up from 62% in 2020up from 72% in 2020up from 80% in 2020 Up from 48% in 2020
62%
10
BUILDING RELATIONSHIPS WITH TODAY’S DIGITAL
CUSTOMERS IS DIFFICULT
The experience
a company
provides is as
important as
its products
and services
88%
Customers
used multiple
channels to
start and
complete
transactions
Customers have
stopped buying
from a company
whose values
didn’t align with
theirs
I feel an
emotional
connection to
the brands I
buy from the
most
Source: Salesforce State of the Connected Customer Report, Salesforce Research, 2022
78% 66%
up from 62% in 2020up from 72% in 2020up from 80% in 2020 Up from 53% in 2020
62%
11
MARKETERS NEED INSIGHTS AT THEIR FINGERTIPS
To move at the speed of the customer
Source: Salesforce State of Marketing Report, Salesforce Research
12
MARKETERS NEED INSIGHTS AT THEIR FINGERTIPS
To move at the speed of the customer
Data Silos
Advertising
Email & Mobile
Web and Apps
Sales & Commerce
Other Data Sources
Source: Salesforce State of Marketing Report, Salesforce Research
13
MARKETERS NEED INSIGHTS AT THEIR FINGERTIPS
To move at the speed of the customer
Data Silos Team Silos
Advertising
Email & Mobile
Web and Apps
Sales & Commerce
Other Data Sources
Digital Advertising
Mobile
Back-office & Call
Centers
Marketing Analytics
Email
Sales
Source: Salesforce State of Marketing Report, Salesforce Research
14
MARKETERS NEED INSIGHTS AT THEIR FINGERTIPS
To move at the speed of the customer
Data Silos Team Silos
Advertising
Email & Mobile
Web and Apps
Sales & Commerce
Other Data Sources
Digital Advertising
Mobile
Back-office & Call
Centers
Marketing Analytics
Email
Sales
Foundational Challenges
Ineffective use of tools and
technologies
Creating a cohesive
customer journey across
channels and devices
Building/retaining trust
with customers
Source: Salesforce State of Marketing Report, Salesforce Research
15
MARKETING TECHNOLOGIES ARE HIGHLY FRAGMENTED
There is 6,521% growth in MarTech over the last 11 years
~ 10 000 logos
2023
~ 150 logos
2011
Source: martechmap.com
16
CUSTOMER SUCCESS PLATFORM
17
Real-Time Interaction
Management
Multi-Channel
Journey Management
Account-Based
Marketing
Email Marketing
Digital Advertising
Analytics
Customer Data
Platform
CUSTOMER SUCCESS PLATFORM
18
EngageKnow Personalise
Analyse
Data Cloud Advertising Mobile
Studio
Email
Studio
Social
Studio
Journey
Builder
Personalizations
Automation
Studio
Contact
Builder
Web
Studio
CUSTOMER
JOURNEYS
20
CUSTOMER JOURNEY
A series of steps a customer goes through during an interaction with a company. It concerns itsef with all
channels, touchpoints, systems, people, objects etc. Involved directly or indirectly with the interaction.
21
UNDERSTAND THE CUSTOMER EXPERIENCE
22
23
JOURNEYS ARE BUILDING BLOCKS OF CUSTOMER
EXPERIENCE
24
NEW CUSTOMER ONBOARDING FOR CREDIT CARD
25
JOURNEY LEVEL "YOUNGLING"
26
JOURNEY LEVEL "PADAWAN"
JOURNEY LEVEL “KNIGHT"
28
JOURNEY LEVEL "MASTER"
29
5 STEPS TO A JOURNEY STRATEGY
Marketing Metrics
Average Customer Success Metrics Achieved After Implementing Salesforce
Base: Total n=816-3074
26%
Increase in Lead Velocity
or Speed
25%
Decrease in Costs to
Acquire New Customers
28%
Increase in Customer
Engagement
28%
Increase in Ad Spend
Optimization
33%
Increase in Customer
Lifetime Value
33%
Increase in Overall
Marketing ROI
29%
Increase in Efficiency in
Marketing Analytics and
Reporting
26%
Increase in Lead Volume
Marketing Metrics
Average Customer Success Metrics Achieved After Implementing Salesforce
Base: Total n=816-3074
Conversion
rate
Total
Sales
Average
Order
Value
Customer
Acquisition
Cost
Average
Margin
Cart
Abandonment
Rate
Repeat
Purchase
Rate
Churn
Rate
32
JOURNEY DESIGN WORKSHOP
NTO – E-shop zaměřený na prodej outdoor vybavení
Business zadání:
Blíží se Vánoce a e-shop je připravený na každoroční nárůst objednávek. Má plné
sklady, posílený personál v logistice i na zákaznické lince a běží vánoční kampaň na
letošní největší trendy. Je polovina listopadu a objednavek není zdaleka tolik, jako tomu
bývalo minulé sezóny. Tento trend se vyskytuje letošní kalendářní rok v celém odvětví.
Jste v roli CMO a vaším aktuálním cílem je podpořit prodej, abyste letošní sezónu
“přežili”. Rozhodl jste se spustit kampaň na podporu prodeje. Máte ovšem omezené
zdroje a musíte tedy prioritizovat, jak kampaň bude vypadat.
33
JOURNEY DESIGN WORKSHOP
Metrika Popis NTO
Industry
standard
Website bounce
rate
Procento návštěvníků, kteří web opustí bez interakce. 65% 50%
Cart Abandonment
Rate
Procento opuštěných košíků (ukazuje ztracené prodeje). 72% 70%
Customer
Acquisition Cost
Celkové náklady na získání nového zákazníka za určené období. $110 $60
Email open rate Procento příjemců, kteří otevřou marketingový email. 40% 25%
Email click rate Procento příjemců, kteří kliknou na odkazy v emailu. 8% 3%
Repeat purchase
rate
Procento zákazníků, kteří nakupují opakovaně, vyjadřuje
věrnost značce.
40% 28%
Average order
value
Průměrná hodnota objednávky za určené období. $130 $95
Customer Lifetime
Value
Predikované příjmy, které zákazník generuje během celého
vztahu s firmou.
$900 $410
34
JOURNEY TEMPLATE