E-guide

Using Salesforce for Customer Experience and Marketing

Page 1 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

In this e-guide: Forging deeper relationships with customers through data and analytics is easier said than done.

This has never been more accurate with the wealth of tools and strategies available to help sales and marketing teams enhance customer experience and generate leads.

Even advances in artificial intelligence, the cloud, and social listening have weaknesses that organizations need to work around (or upgrade from) in order to achieve their goals.

In this e-guide, uncover the pros and cons of Salesforce platforms such as Einstein and Marketing Cloud, and learn how Dunkin Donuts transitioned to customer personalization and one-to-one marketing methods.

Page 2 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

How Salesforce lead generation deepens customer relationships

Denis Pombriant, President, Beagle Research

So, you want to generate sales leads for your business?

Salesforce.com software might be an option but be aware that demand and lead generation today bear little resemblance to the approaches of just a few years ago, thanks to the Internet, social media and analytics. Today it's possible to develop a one-on-one experience between vendors and customers, and, as a result, many customers have come to expect greater intimacy in that relationship. As you step into this new marketing paradigm, planning will provide great benefits.

Yesterday's marketing approach can be described as broadcasting -- attempting to reach as many people as possible with a single message -- but today's approach is about understanding and empathy. This method has these key points: listen, engage and recommend. You'll need to incorporate these tactics in your lead-dev process, because if customers don't believe your approach is tailored to their needs, they will reject your message.

There are other vendors with credible marketing and lead generation capabilities, some of which also work with the Salesforce.com platform. For example, Eloqua, which was purchased by Oracle Corp. last year, still

Page 3 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

integrates with Salesforce. Microsoft also features two recent acquisitions: MarketingPilot and Netbreeze.

Salesforce lead generation, however, enables independent software vendors to integrate their products into end-to-end business processes through the Force.com platform. So, if you are not a Salesforce customer or want to keep your options open, rest assured that you have choices and know that you will be successful if you keep in mind those three key points -- listen, engage and recommend.

Listen There are specific apps for every stage of the lead generation process. Defining business process to take advantage of these applications is key to success. Just be mindful that your customers will notice if your approach lacks intelligence or in any way resembles "spamming."

Listening involves capturing customer data from the social stream, mobile applications, customer databases and company websites, then analyzing it in the first leg of segmentation. Such analysis may generate sales, but it will also create opportunities to solve customer problems or provide information that generates customer trust and confidence. Then, next time a customer is in the market, he may consider your brand.

Salesforce lead generation offers Radian6 for social listening. It filters the social stream looking for keywords such as your company or brand name and a particular issue or mention of a job well done. Social listening tools can

Page 4 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

be set to alert a company when words like help or problem are mentioned in line with a product or brand. When a company contacts a customer who has expressed the need for help in social networks, it can solidify the relationship with that customer -- and others.

ExactTarget's Audience Builder, for example, helps marketers segment a customer base. House lists grow and contract over time, but the list represents a random assortment of customer types with different needs and demographics. Audience Builder lets marketers segment their lists by criteria that are relevant to marketing efforts. Thus, it becomes easier to target programs at the right demographic with messages that resonate.

The most important aspect of social listening is that you can learn in real time what your customers -- and the market in general -- are saying about your organization and what's important to them. Social listening also helps gauge market reactions to existing programs and offers already in the market.

The end product of social listening should be insight into customers and prospects, and finding situations you can insert your ideas and products into with confidence.

Engage Listening is the easy part. The concept is similar across different business types and industries. But when it comes to engaging, things get more involved. Develop campaigns that are consistent with your brand's image,

Page 5 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

the customer's expectation, the channel you use and economic realities. An offer on Twitter must have fewer than 140 characters including links, but an offer also has to meet customers where they congregate. There's no use running a campaign on Twitter if your customers are more interested in Facebook -- unless, of course, you have a way to connect the two accounts, which is technologically possible, but takes forethought and effort.

There are many ways to initiate customer engagement. An email campaign generated and delivered through ExactTarget or an ad developed with drag-and-drop functionality in the ExactTarget SocialPages and placed on social media or your website is just one example. You can also use ExactTarget SocialEngage to proactively connect with customers on social channels like Facebook and Twitter. SocialEngage's real-time notification, workflow management, conversation history and analytics-based dynamic reporting helps manage social interactions with customers across teams and locations.

There's also the issue of mobile marketing. Salesforce lead generation has that base covered as well. With ExactTarget MobileConnect, marketers can construct mobile marketing campaigns using seven different text message templates to create campaigns as varied as mobile tickers and alerts about coupons or transactional messages and surveys. Even if you aren't familiar with building and managing mobile campaigns, you can take advantage of ExactTarget Playbooks, which show step-by-step instructions for building mobile marketing campaigns.

Page 6 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

Recommend Once a customer is engaged (and depending on your organization's sales process), you may be able to minimize the recommend phase and just give the lead to telesales for follow-up. Alternatively, the recommend stage can be more substantial if your process is resource-intensive and you want to further qualify leads before giving them to the sales team.

The longer customers are involved with your company and brand, the more information they'll need to stay engaged, which means more communication and more campaigns, each tailored to the needs of the customer you're dealing with at a particular time in their evaluation process. This means using engagement tools like ExactTarget SocialPages and ExactTarget MobileConnect to provide more targeted messages, perhaps developed with Buddy Media's drag-and-drop facility, based on customer feedback captured with SocialEngage.

It's still all about driving sales Old marketing techniques required a great deal of investment and time to build programs that digital programs do with ease today. With digital marketing tools, you can build and deploy customized marketing campaigns in any channel very quickly, enabling the marketer to maintain greater control of the conversation and deliver more highly qualified leads. Then you

Page 7 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

can close the loop by getting sales to provide feedback on lead quality, which is critical to making this approach work.

According to recent research from Beagle Research Group LLC , feedback is getting better, but it can still be improved. Ironically, the success of all of this powerful digital marketing technology still depends on a relatively simple feedback channel and human interaction.

Next article

Page 8 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

Salesforce Einstein still on its way to personalization perfection

Lauren Horwitz, Executive Editor, TechTarget

Salesforce executives have been touting the personalization capabilities of the company's new platform, Einstein, since it was announced. But while Salesforce Einstein has been perceived as pure gold for marketers, some of its personalization efforts have yet to be honed to perfection, say some users and experts.

Salesforce showcased Fanatics Inc., based in San Mateo, Calif., at the Einstein keynote during the recent Dreamforce 2016 conference. Fanatics sells sports apparel online to fans for some 300 different teams and uses Commerce Cloud and Einstein. Chris Orton, chief marketing and revenue officer at Fanatics, said the business relies on intelligent data to determine inventory.

"We are totally dependent on what happens on the field. If we could all predict the outcome of the game, we could go to Vegas and I could stop selling T-shirts," Orton said. "Without the ability to predict that, we wouldn't know what to buy.

"Can we figure out how to take the connections to the next level, to build predictive models and push it to the buying side of our business?" Orton asked. He explained that if, for example, Fanatics could use predictive

Page 9 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

analytics to determine how much product would be needed if a particular team won the Super Bowl, "that would be transformational for us."

What the platform can do Salesforce Einstein offers promise for mining data on the best sales leads and marketing prospects so that sales can focus on the most profitable potential customers and marketers can aim targeted information at prospects. Einstein can crunch data on online shoppers browsing an e-commerce site and serve up content in real time based on their activity -- even for users who aren't logged in.

In addition, Salesforce Einstein can gather data from selfies that a consumer posts on Instagram, and then target ads based on those attributes.

"Einstein can recognize physical attributes of the customer. It can realize Tim is a short blond, or I'm a long-haired brunette," noted Allison Witherspoon, senior product marketing manager at Salesforce. "It can turn images and noise on the social web into market value, and serve up the next, best product recommendation."

As marketers have noted in other contexts, though, using intelligent data to personalize messages and marketing can easily go wayward, bringing sales and marketing tactics to new, more intrusive levels. And as experts have noted about current personalization efforts, there is still a long way to go.

Page 10 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

"I don't think we have developed a way to take data and make that pinpoint offer that isn't tone-deaf," said Mike Rowland, director of the customer experience practice at West Monroe Partners, an IT consultancy.

Next article

Page 11 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

Six Salesforce marketing automation pros and cons

Steve Robins, Principal, Solution Marketing Strategies

Marketers have plenty to like about the Salesforce marketing automation platform -- but there are also some downsides to it that companies should consider.

The Salesforce Marketing Cloud provides a single environment to manage all communication channels. The Marketing Cloud, part of the Salesforce Customer Success Platform, includes email, social media capabilities, mobile messaging, ads and more. It's all built on a common platform to manage customer data, analytics and, most important, Journey Builder.

The Salesforce marketing automation platform doesn't do everything, though, and some of its shortcomings may limit its usefulness for your team. Here's a rundown of Salesforce Marketing Cloud strengths and weaknesses to consider.

Three Salesforce Marketing Cloud strengths

1. Listening and responding. If the customer is in control of its journey, the marketer needs to respond and guide it. At its heart, the Salesforce Marketing Cloud is designed to enable marketers to listen

Page 12 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

to what customers and prospects are doing, then deliver personalized interactions based on what the customers and prospects have already done or likely will do in the future. Listening drives personalized customer interactions. Let's take a look at how this plays out in the Salesforce marketing automation tool, Journey Builder. Journey Builder listens to what customers are doing and guides them down the path that best fits their needs and preferences. "With Journey Builder, marketers aren't just doing batch import contacts and then sending them down a campaign path. Rather, you are listening for customer behavior that can trigger action on your side. Did someone tweet, abandon a cart, call into the service arm?" said Meghann York, director, product marketing for Salesforce Marketing Cloud. Once a customer is in a journey, the Salesforce Marketing Cloud continually listens for behavior -- for example, did this customer open an email? It drives behavior based on that action. All this keeps the focus on individual journeys, not market segments. This enables Marketing Cloud retail furniture customer Room and Board to deliver more relevant, tailored ads, email messages and more to their customers for improved response rates, according to York.

2. Past behavior predicts future actions. The Marketing Cloud uses a customer's behavioral history and attributes to predict what he is likely to do next. Is he likely to unsubscribe? Open an account? Make a purchase? The Marketing Cloud then delivers a customized journey based on that understanding. For example, if a customer is likely to

Page 13 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

make a purchase, Marketing Cloud might provide customized product recommendations. This is part of an emerging trend where vendors apply analytics to drive the customer experience rather than just to report on whether they are a qualified lead.

3. Marketing based on customer health. Customers will be more or less receptive to certain messages based on their satisfaction level, also known as customer health. For example, a customer who has opened a severe customer service case may be less responsive to renewal offers. The Marketing Cloud can change marketing activities based on signals coming from Salesforce Service Cloud. That might include temporarily suspending marketing activities until a severe service case is resolved. Once the case is closed and the Marketing Cloud sends a customer satisfaction follow-up, The Marketing Cloud can listen for sentiment to determine the best path for the customer; it can even create a task in Sales Cloud, York said.

Three Salesforce Marketing Cloud weaknesses While the Salesforce marketing automation tool has many strengths, a few shortcomings are apparent as well, particularly concerning account-based marketing, ease of use and analytics.

Page 14 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

1. Analytics with external buying signals: The Marketing Cloud's predictive capabilities are compelling but they'd be even better if they included external buying signals, such as those available through third-party predictive analytics vendors. Third-party models can be constructed from hundreds of internal and external buying signals but the Marketing Cloud analytics tend to be mainly internally focused on signals coming from within the Salesforce Marketing Cloud, ignoring third-party sources.

2. Complexity. Any enterprise-grade marketing automation platform has inherent complexity, and The Marketing Cloud is no exception. Salesforce has made great strides in unifying the experience among applications, all sitting atop the core platform. Still, some users complain that the UI is complex and at times inconsistent with other applications in the suite and therefore confusing. Bottom line: If you are deploying a full-featured platform like the Salesforce Marketing Cloud, you need to invest in learning how to use it.

3. Account-based marketing. The classic enterprise marketing challenge is that marketers market to people while sales people sell to accounts with many individuals who influence the buying decision. Account-based marketing puts the marketing focus on the account as well as the individual, for greater alignment with sales. Neither the Salesforce Marketing Cloud nor the other marketing automation vendors offer these capabilities today.

Next article

Page 15 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

How Dunkin' Brands brought one-to-one marketing from hype to reality

Lauren Horwitz, Executive Editor, TechTarget

At first blush, companies with established brands and products might seem to have a leg up in their marketing efforts. Consumers can easily identify brands like McDonald's, American Airlines and Dunkin' Brands, and often have established relationships with them.

But at the same time, these companies face uphill challenges: They operate at such scale that they aren't always adept at one-to-one marketing, in which companies create more personalized customer experiences with customers. For Canton, Mass.-based Dunkin' Brands, scale and traditional tactics were getting in the way of creating intimate customer experiences with coffee drinkers.

"Dunkin' has been very strong in traditional mass-market broadcast efforts like on TV and radio for the past decade," said John Schue, associate manager of digital marketing and innovation at Dunkin' Brands. "But now we're being challenged in moving to a more personalized one-to-one guest-centered approach as we think about how to engage today's consumer. We had to change our approach."

Dunkin' wanted to modernize and forge more personal relationships with customers based on their purchasing behavior and preferences at key

Page 16 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

points in the customer lifecycle, whether customers were new to the DD Perks loyalty program, inactive customers or long-standing Dunkin' drinkers. It also wanted to exploit new omnichannel marketing approaches, such as sending coupons in its mobile app or allowing customers to place orders on a mobile device and pick up beverages in stores. But it was hobbled by older technology and data silos.

With its existing marketing technology and customer data residing in a variety of sources -- on the Dunkin' website, in the mobile app, on social media platforms and so on -- the company couldn't get a handle on its customers and prospects and message them effectively. So it turned to Salesforce Marketing Cloud and Journey Builder, a customer journey mapping tool within Marketing Cloud that maps entry points that customers take in their path to purchase. Journey Builder also helps segment a company's customer base, automate marketing campaigns and personalize messaging to customer segments.

With Marketing Cloud, Schue said, the company can target consumer segments automatically instead of manually identifying audience segments. "We're no longer constantly pulling lists, evaluating where consumers are in the customer lifecycle and designing campaigns based on these insights," he said. "Now it's all happening within the tool."

As a result of using Marketing Cloud, Dunkin' has seen stronger customer engagement with email messages. There is a 3% increase in DD Perks member engagement in the first month after enrolling in the program. Given 16 million DD Perks members, that uptick can translate into real dollars.

Page 17 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

Data from McKinsey & Co. supports this kind of customer experience improvement. Companies have begun to understand the importance of data integration in creating more seamless customer experiences and its impact on the bottom line, regardless of the device they use or where they are in the purchasing process. According to data, there can be a 50% increase in customer satisfaction by breaking down silos and creating more one-to-one marketing initiatives.

"We're trying to identify other moments where we can tap into the customer journey to deliver a more personalized experience to the guest," Schue noted. For Dunkin', one such use is making it easier for customers to use mobile devices to order and interact with the brand.

Roadblocks on the way to omnichannel Despite successes, Dunkin' encountered some snags along the way. A primary obstacle was the ability to better integrate data from all touchpoints in the customer journey and create a single, unified experience.

In the case of enrolling a customer in the DD Perks program, several data sources have to be integrated, from capturing customer data in a database, then sending it to the Marketing Cloud. Then this information needs to be integrated with the company's loyalty program to generate offers as well as to sync with loyalty badge information so customers can accrue points and build their DD Perks profile. Combining further data from social media platforms like Twitter and Instagram are additional steps.

Page 18 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

"We had to coordinate back-end systems," Schue said. "It's no easy task to get all these systems on the back end to work together to come into one journey." As a result, Schue recalled, the company decided to remove its free beverage coupon offer from the customer journey mapping process and offer it separately because it would require an investment to better integrate the loyalty program data.

Today, Dunkin' is devising ways to use Journey Builder to engage customers in new channels. But email marketing is only one avenue, or channel, for Dunkin'. Recently, the company launched on-the-go ordering options, which allow customers to place an order on mobile devices, then speed past the line in stores to pick up coffee and a muffin. With Journey Builder, Dunkin' can personalize its messaging to these customers after they place their first order. Dunkin' is also using Journey Builder to re-engage lapsed customers. Dunkin' can also run analytics to better understand customer segments, such as the preferences of loyalty members or patterns in lapsed customers.

As a result, of Marketing Cloud improvements, Dunkin' can send some 700 million personalized email messages to customers, tailoring messaging so it isn't tone-deaf or generic. "We are moving away from the 'mass-market, batch-and-blast approach,'" Schue said. Dunkin' will also use Journey Builder to understand why customers have lapsed. By digging into moments where Dunkin' consumers dropped off and retargeting them anew.

For Dunkin', the personalization began by examining how customers interacted with the website or app. And now, content is more tailored to customers based on their product preferences and other analytics that

Page 19 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

reside in the loyalty program, which gives Dunkin' information on product preferences, account balance, last activity and so forth. Using that data enables Dunkin' to target messaging more directly to customers based on their purchasing patterns.

"We're realizing the value of making the shift from a brand-centric to a guest-centric approach, and it is paving the way for more one-to-one personalized communication," Schue said.

At the same time, there is widespread flight from many email marketing campaigns, given list fatigue, and company marketing departments need to take heed. A report by Deloitte LLP noted that 69% of respondents are unsubscribing, closing accounts, opting out of emails and deleting apps due to poorly targeted marketing communications. Data from Forrester Research's "Contextual Marketing Imperative" indicated that while 66% of marketing departments believe that they are doing a good job of one-to-one marketing, only 31% of consumers believe they are.

In addition to the dangers of list fatigue, Schue acknowledged that the process is incremental and requires testing and even failure to arrive at lessons learned.

"It's an iterative approach, so it's important to test and learn," Schue said. "We have plans to expand to other channels and go beyond email."

Karalee Slayton, principal product marketing manager for Salesforce Marketing Cloud, agreed that customer journey mapping requires initial steps, testing, then evaluation of what the test reveals.

Page 20 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

"Start small. Don't try to boil the ocean," Slayton counseled. "The journey starts when you change your interaction with customers, then test what's working."

Further reading

Page 21 of 21

In this e-guide

How Salesforce lead generation deepens customer relationships p.2

Salesforce Einstein still on its way to personalization perfection p.8

Six Salesforce marketing automation pros & cons p.11

How Dunkin’ Brands brought one-to-one marketing from hype to reality p.15

Further reading p.21

E-guide

About SearchSalesforce SearchSalesforce.com is the Salesforce community’s resource for news, expert advice, technical tips and career guidance as well as a forum for community interaction. The site focuses on the Salesforce customer relationship management (CRM) platform as well as its ecosystem of partners.

Our coverage from award-winning editors and leading industry experts readies data-driven businesses looking to implement, configure, manage and use various aspects of the Salesforce platform, including the Sales, Marketing and Service Clouds, Salesforce Wave and Salesforce Lightning in one place.

For further reading, visit us at http://SearchSalesForce.com/ Images; Fotalia

©2017 TechTarget. No part of this publication may be transmitted or reproduced in any form or by any means without written permission from the publisher.