The Collaborative Future of Leadership and Technology
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Dreamforce session deck given by myself and Jason Miller from LinkedIn on the future of collaboration and marketing.
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The Collaborative Future of Leadership and Technology
- 1. The Collaborative Future of Technology and Leadership Kyle Lacy Jason Miller Director, Global Content & Research Senior Director, Global Content Marketing Salesforce Marketing Cloud LinkedIn
- 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. Kyle Lacy Director, Global Content & Research Salesforce Marketing Cloud
- 4. Jason Miller Senior Content Marketing Manager LinkedIn Marketing Solutions
- 5. 985 Senior Marketers 510 B2B 475 B2C
- 6. 1. The Customer Journey Takeover
- 8. 2. Moving from Information to Insights
- 9. @kyleplacy It starts with data and ends with the experience.
- 10. have fu1l7ly% integrated customer data across the organization ar9e 7su%ccessfully creating a cohesive customer journey
- 11. We must move from numbers keeping score to numbers that drive better action. David Walmsley, Head of Multichannel, Marks & Spencer @kyleplacy
- 13. 3. All Businesses are Mobile Businesses—Or At Least They Should Be.
- 14. Mobile Penetration Rate (Total Population)
- 15. Smartphone massive growth potential with only 30% of total market. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
- 16. 50% of B2B marketing leaders don’t plan on using mobile in their strategy @kyleplacy
- 17. @kyleplacy 100% of marketers who rated mobile app technology as important also rated it as either very effective or effective within their marketing strategy.
- 18. Mobile is Accelerating Content Consumption 6am 9am 12pm 3pm 6pm 9pm
- 19. Most important, make sure your landing page is mobile responsive— otherwise you are wasting leads 70% of clicks from Sponsored Updates will come from mobile.
- 20. 4. Focus on the Customer. Period.
- 21. SMALL MID ENT B2B B2C 46% 52% 53% 51% 50% 25% 31% 30% 26% 32% 25% 22% 20% 21% 24% 18% 24% 24% 19% 25% 24% 19% 19% 17% 24% 14% 17% 21% 25% 10% 19% 18% 16% 15% 21% 16% 17% 14% 11% 20% 18% 17% 12% 21% 10% 15% 15% 12% 14% 15% 19% 13% 11% 12% 16% 15% 13% 12% 17% 8% 7% 9% 9% 11% 6% 4% 6% 13% 7% 9% 9% 7% 6% 9% 6% 8% 6% 5% 4% 8% 3% 4% 9% 5% 7% 6% 3% 3% 5% 2% 51% 29% 23% 22% 20% 18% 18% 16% 15% 14% 14% 13% 9% 8% 7% 6% 6% 4% Revenue growth Return on investment Conversion rates Customer satisfaction Customer acquisition (audience and/ Pipeline directly attributed to Customer retention rates Lifetime customer value Quality of leads generated Engagement rates (opens, clicks, Web traffic and/or analytics Number of lead generated Qualitative sales feedback Willingness to recommend or Net Direct involvement in sales Social activity (likes, shares, Incremental value Sales cycle time
- 22. Click the center icon >>>>> and browse for the image you want to insert. IF IMAGE INSERTS IN FRONT OF FOOTER, Right click on the image and Select Arrange/Send to Back
- 23. Moving from push to personalize.
- 27. 5. Collaborating, Enabling and Preparing the Future
- 28. Percent of Marketers Rating Cross-Functional Relationships as Absolutely Critical/Very Important Head of Sales 86% CEO Head of COO CIO CFO Product 78% 70% 67% 56% 37%
- 29. 6. The Team of the Future
- 30. 30
- 31. 31 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
- 32. 32 They consistently deliver content that their fans want to consume and share.
- 33. 33 Their PR efforts guide their vision as the hottest band in the world.
- 34. They deliver amazing experiences on tour (Event Marketing)
- 35. #INBOUND14 They built a thriving community.
- 36. “People want a thrill, people want a spectacle and people love to be entertained.”
- 37. B2B Recommendations • Map the customer journey. Of the 510 senior-level marketers surveyed, 37% had adopted the term customer journey into their overall business strategy, compared to 42% of B2C senior-level marketers. • Prioritize mobile strategy. There are already billions of smartphones in the world, but more importantly, those smartphones are creating hundreds of trillions of data points by the second. B2B marketers currently aren’t adopting mobile marketing strategies at a high rate (61% don’t plan to use SMS or location-based tracking for marketing, and 53% don’t plan to use push notifications). • Test new tools. Marketing automation, videos, content marketing, guided selling, and landing pages are the most effective channels and strategies that B2B marketers can leverage.
- 38. B2C Recommendations • Maintain a customer journey focus. B2C companies are on the right path when it comes to the customer journey; more B2C companies than B2B are using the term “customer journey,” and their definitions of the customer journey included customer-centric concepts like path, experience, and customer. • Rely on SEO/SEM, content marketing, and email as the workhorses of B2C. These three channels ranked most effective for B2C marketing leaders among all digital channels. • Close the data integration gap. Sixty-five percent of B2C marketing leaders say they have only partially integrated customer data across the organization (between sales, ops, customer service, marketing, and so on).
Notes de l'éditeur
- Key Takeaway:We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.com. Talk Track: Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
- Sitting in a marketing meeting twenty or even ten years ago, you wouldn’t have heard the terms “customer journey” or “customer experience” much. Sure, marketers talked about making customers happy and the need to acquire more of them—but a focus on, and even obsession with, customers and their brand experience is a recent phenomenon, largely driven by revolutions in technology and connectivity. Yet the customer journey is more than a phenomenon, buzzword, or trend; it’s a requirement. Respecting and refining the customer journey is the only way for companies to succeed in the age of the customer. At Salesforce Marketing Cloud’s Connections event in September 2014, Beth Comstock, SVP and CMO of GE, said, “You have to put your customer in the middle, no matter what industry you’re in—and that is changing with digital tools.” As marketers create 1:1 connections that do put customers in the middle, they need to know and recognize these customers across channels and devices. These customers have done their research on brands before ever stepping in a store or picking up the phone, and they expect that brands, in turn, have done research on them. Marketing is now the hub for customer insight and understanding through advanced analytics, predictive intelligence, technology that serves customers on-the-go, and much more. This is an exciting time to be a marketer, and marketing leaders at the head of the ship must be more agile, data-focused, and customer-obsessed than ever before. To understand these new marketing leaders better, we surveyed more than 900 of them on LinkedIn to see what’s top-of-mind in their roles and companies today.
- Map the customer journey. Of the 510 senior-level marketers surveyed, 37% had adopted the term customer journey into their overall business strategy, compared to 42% of B2C senior-level marketers. We recommend that B2B marketers increasingly focus on customer journey strategy, improving customer experience of lead forms, lead nurturing campaigns, sales interactions, advertising, and beyond. Customer journey mapping, or illustrating important touchpoints along the customer journey and the different ways customers might respond to them, will be an important area for marketing leaders to oversee. Prioritize mobile strategy. There are already billions of smartphones in the world, but more importantly, those smartphones are creating hundreds of trillions of data points by the second. B2B marketers currently aren’t adopting mobile marketing strategies at a high rate (61% don’t plan to use SMS or location-based tracking for marketing, and 53% don’t plan to use push notifications). Marketing leaders in B2B companies should invest research, budget, and effort into how customers use mobile channels and act accordingly, because mobile penetration is exponentially higher every moment. Test new tools. Marketing automation, videos, content marketing, guided selling, and landing pages are the most effective channels and strategies that B2B marketers can leverage. A fair test takes longer than 3 or even 6 months to yield genuine results, however. Seeing success can take 12 months or more, especially for progressive profiling tools like predictive intelligence, so give new tactics a reasonable chance if you have the budget and personnel to test them in the first place.
- Maintain a customer journey focus. B2C companies are on the right path when it comes to the customer journey; more B2C companies than B2B are using the term “customer journey,” and their definitions of the customer journey included customer-centric concepts like path, experience, and customer. Still, some B2C marketers are still unsure about the technologies that yield customer journey success, and customer data integration is low across the marketing industry. B2C marketers are beginning to understand what’s at stake with customer experience, and they should maintain a clear focus in that direction. Rely on SEO/SEM, content marketing, and email as the workhorses of B2C. These three channels ranked most effective for B2C marketing leaders among all digital channels. While SEO and email may be older technologies, they’re providing a strong foundation for brand-to-customer communication and information gathering. Content marketing also performs well for B2C companies, but be sure any content and email created can also be easily accessible on mobile. Close the data integration gap. Sixty-five percent of B2C marketing leaders say they have only partially integrated customer data across the organization (between sales, ops, customer service, marketing, and so on). For example, one enterprise B2C director said, “We need a better foundation in understanding what data we have and how we can get more. The biggest struggle is between operations and marketing.” Closing this gap is inherent to marketers wanting to build a personalized, responsive customer journey model. Without the data to do it, the customer journey lacks any relevancy beyond broad segmentation.