1. CRM & Email Integration Innovation
from FleetCor and Flagstar Bank
Pam Coan, Director of Customer Marketing, FleetCor
Charlie Johnson, VP SFDC Administration Manager Wholesale Lending IT, Flagstar Bank
Joel Book, Principal of Marketing Insights, Salesforce

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3. Joel Book Pamela Coan Charlie Johnson
VP SFDC Administration Manager
Wholesale Lending, IT
Flagstar Bank
Principal, Marketing Insights
Salesforce
Director of Customer Marketing
FleetCor
Today’s Speakers

4. Flagstar Bank is the largest banking company headquartered in Michigan with over 100 full service
banking locations and 11.6 Billion in assets. A top tier national mortgage lender and in the top 10
savings banks in the country.
• Salesforce integrated since 2005
• SF Marketing Cloud users since 2009

5. • Unrealized horizontal and vertical visibility
into customer touch points, behavior, and
engagement
• Stockpiles of unleveraged “Silo” data across
business units and databases
• Unrealized opportunities for data gathering,
cross sell/up sell, experience improvement
Where We Were
Missing revenue generation and customer data enhancement
opportunities
Evolution

6. • Unrealized horizontal and vertical visibility
into customer touch points, behavior, and
engagement
• Stockpiles of unleveraged “Silo” data across
business units and databases
• Unrealized opportunities for data gathering,
cross sell/up sell, experience improvement
• Tactical analysis of the environment (The P’s)
• Tactical analysis of the data (The D’s)
• Pragmatic analysis of data and interactions
that we are missing
• Map the customers lifecycle experience
(Journey)
Where We Were What We Did
Missing revenue generation and customer data enhancement
opportunities
A single source for customer data
Who, When, Why for each interaction
More coordinated, collaborative, and unified customer
experience
Evolution

7. • What products or services
do we offer?
• Have we identified natural
cross/up sell relationships?
• What are the prime
motivations for purchase?
• Are their data driven
indicators?
• What customary processes
do our customers go
through?
• What are the current
“engagement” points along
those processes?
• Are there opportunities or
points of abandonment?
• Are there stage identifiers?
• Is it dependent on, or
interrelated to other
processes?
• Who are the team members
that have direct touch
points with the customer?
• Through what method are
customers “engaged”?
• What brings about the
“engagement”?
• What data is gained or
given, verified or enhanced?
Products
Tactical Analysis of the Environment - The P’s
Process People

8. • Where does data currently
reside?
• Is it accessible?
• How is it generated (source
mapping)?
• Is it current, maintained,
stale?
• Who uses it currently and
for what purpose?
• How is it extracted?
• Why is it important…or is it?
Identity
• Name, Person (DOB, Gender),
eMail, phone, Social, Account,
Job, Permissions
Quantitative
• Transactional, Communication
web & social activity, support
Descriptive
• Family, Lifestyle, Career
Qualitative
• Attitudinal, Opinion,
Motivational (Survey)
• How does the data relate?
How can we best structure it
within the CRM?
• How do we get the data to
the CRM?- ETL? Lightning?
Transient? Resident?
• Relevant Exposure? Just
Marketing? Sales?
Management? Customer
Community? (resource
commitment)
• Retention, Purge, and
Update Schedules?
Tactical Analysis of the Data - the D’s
Discovery Definition Delivery

9. • Unrealized horizontal and
vertical visibility into customer
touch points, behavior, and
engagement
• Stockpiles of unleveraged “Silo”
data across business units and
databases
• Unrealized opportunities for
data gathering, cross sell/up
sell, experience improvement
• Tactical analysis of the
environment (The P’s)
• Tactical analysis of the data
(The D’s)
• Pragmatic analysis of data and
interactions that we are missing
• Map the customers lifecycle
experience (Journey)
Where We Were
Evolution
What We Did

10. • Unrealized horizontal and
vertical visibility into customer
touch points, behavior, and
engagement
• Stockpiles of unleveraged “Silo”
data across business units and
databases
• Unrealized opportunities for
data gathering, cross sell/up
sell, experience improvement
• Tactical analysis of the
environment (The P’s)
• Tactical analysis of the data
(The D’s)
• Pragmatic analysis of data and
interactions that we are missing
• Map the customers lifecycle
experience (Journey)
Where We Were What We Continue To Do…
Evolution
What We Did
• Identifying new and more
granular data
• Consistent and regular
engagement across the
enterprise (FLOSS)
• Identify, Create, Execute,
Assess, Adjust…rinse repeat
• Support leadership across the
organization in reinforcement
and recognition of the culture
change surrounding the focus
on customer experience

11. Today’s Marketing Organization
• No longer a cost center
• No longer just brand and
message exposure
• Todays talent must know
• The Business
• The Data
• The Technology
• Marketing Operations
• The Strategic Big Picture
“Integration” in todays modern
marketing organization goes well
beyond the data
We are evolving faster than ever before

12. “If I had asked people what they
wanted, they would have said faster
horses.”
Henry Ford

13. FLEETCOR is a leading provider of specialized payment products and services including fleet cards,
food cards, corporate lodging discount cards and other specialized payment services for businesses
throughout the world.
 Based in Norcross, GA
 Salesforce integrated since May, 2013
 ExactTarget Email customer since September 2011

14. • One-off campaigns, mostly around product
and cross-sell
• Marketing activities from Product team with
no overall customer growth concerns
• No integrations between data sources, lots
of excel spreadsheets
• Days in-between response time and sales
outreach
• Loss of sales/revenue
• Customer lifecycle/engagement approach to
all marketing
• Customer marketing lives under operations
and supports multiple divisions
• Automated campaigns based on real-time
data
• Sales or service alerted instantly on email
responses
• Increased revenue by both sales and service
center reps
Past Present
Evolution

15.  Email sent from Salesforce Lead
Owner’s email address with dynamic
signature line pulled from user
information in Salesforce
 Email and Landing page product
content dynamic based on Lead
Owner Role
 Customer’s engagement recorded in
Salesforce as a task for the lead owner
to follow-up
 Summary email sent next day of all
leads that should be called
Lead Nurturing
Sent from Lead Owner
Lead Owner Name,
Phone Number, and
Email

16.  Email Series triggered at various
touch points during the Early Life
Cycle.
 Shows dynamic data of specific
account info and benefits.
Onboarding Email Program
 Help banners create a service case in
the proper product queue for the
service team in Salesforce

17.  Email triggered nightly to all call
center cases closed daily in Salesforce
 Customer answers integrated to new
cases where relevant
 Allows an instant read on Service
reps, Product changes/issues and
overall Product satisfaction
Post-Service Call Survey

18.  Email triggered at various points of
inactivity
 Value Prop Reinforcement –
Dynamic offer to re-engage
 Help options that create cases in
Salesforce
Inactive Account Emails

19. Joel Book Pamela Coan Charlie Johnson
VP SFDC Administration Manager
Wholesale Lending, IT
Flagstar Bank
Principal, Marketing Insights
Salesforce
Director of Customer Marketing
FleetCor
CRM & Email Integration Innovation from FleetCor and
Flagstar Bank

20. The Marketing Cloudcast is the new
Marketing podcast from Salesforce.
Subscribe on iTunes: sforce.co/cloudcast
Interviews with top marketing leaders who
provide their insight on the top trends,
strategies and technologies that are fueling
successful digital marketing.
Get More Marketing Insights—Straight to your Headphones
Joel Book Heike Young

21. Thank you