Partner Office Hours: Financial Services Big Bet Wade Holmes – Moderator John DeFoe Director Partner Management Sr. VP, Global Solutions Consulting April 14, 2015

Please post all questions to the chat window addressed to “all panelist” on your right

Marketing Cloud FinServ Team – Who’s On Point

John DeFoe, FINS Big Bet Exec Sponsor & Project Owner

Woodson Martin, Program Execution for all

Marketing Cloud Big Bets Execs

EBU Ed McDonnell, AVP

EBU Matt Yoels, RVP

EBU Jason Swetnam, RVP

Paul Smith, SVP & GM EMEA

Lee Hawksley, SVP & GM JPAC

CBU Jim Koepke, AVP

CBU John Beauchamp, RVP

CBU Mike Robbins, AVP Sales

Ben Yerushalmi, Partners

Josh Abdulla, Services

Christine Royston, Corporate Marketing

Karen Gragg, Corporate Marketing

Lauren Decker, Product Marketing Cross Functional Teams

SE Lisa Rosen, SE CBU Nick Riitano, SE EBU Matt Clement, Business Consulting

Russ Howe, SE EMEA

Marketing Cloud Target FINS Accounts (North America) EB

U

CBU

Product Product Marketing Field Marketing Corporate

Marketing Sales

Enablement Sales SolCon CSG Partners & Alliances CEO Office

John DeFoe Product, Pricing,

Packaging

Program specific content, assets,

roadmap, references, …

Program specific

Executive Events

Program specific

Campaigns,, Digital, Social, 1:1 Marketing,

PR

Program Specific

Enablement

Target Accounts,

Sponsorship, ACV

Demo Solutions

Partner Enablement

Partner Strategy and Enablement

Program execution

FinServ Surge Bryan W Lauren Decker Karen Gragg Christine Royston Bryan Naas

John Beauchamp

Ed McDonnell

Lisa Rosen John Maitz

Courtney Culver Josh Abdulla Emily Beezley

Ben Yerushalmi Woodson Martin

Create a go to market focus on Financial Services industry using our success with RBC as a catalyst and assets like our new Cumulus demo environment. Build $25M in pipeline for Q1 and deliver $25M in ACV in FinServ in H1 FY16.

Data Center Strategy for EMEA/APAC FINS Edition? To include tokenized sending, audit features, Mobile for Retail etc. Is there a Pardot play? (Beauchamp)

Messaging, positioning

Web Content

First Call Presentation

Killer email demo video

Customer stories

Customer video

Competitive Leading with differentation (Tokenized sending, encryption, Package SKU’s for FINS

Core Exec Dinners Core bring Dreamforce to customers Core Partner Sponsored Events No Events budgeted from SMC Argyle Fin Serv event - 6/11 NYC

Core - 2-3 times a month Webinars with 16-400 attendees

Core Email Campaigns Core - Exec conversation around certain topics. 60-70% with customers and 30% prospect. 11-18 attendees. Budget comes from Exec programs team (Bill Taylor). Collaboration with Core Finser team on Campaign: online, webinars, BDR Prospecting Kits Collaboration with Core Finserv team on Targeted Industry Events FINS CAB?

Determine scope of enablement (subset of AEs) Historical analysis of FinServe business ACV targets Opportunity Assessment Focussed RFP template SSI enablement around FINS Solutions and GTM Don Lynch, MK and Joe Gruca - SSI’s

6 AE’s dedicated Andy’s Take * Grow ACV faster in FS than overall * May not see impact in FY16, could take longer Assess FS quota Build the industries playbook ID top industry sectors - retail banks - midmarket banks - weath - mutual funds - insurance

FinS Demo 1.5 SolCon dedicated CBU + 2 dedicated for EBU 1 BizCon Focused

Target list for reference accounts RFP FINS Template

Industry specific success plans for Retail Banking, Insurance Servces SKU’s or embeeded in Product SKU’s Service Sales - Meassaging, experts, templates. Strategy and Deliver Top Implementations

Do we have an enablement structure to tap into for cire EBU programs in FinServ? Exclusive service delivery partnerships?

Figure out who the product lead should be for FINS to drive the packaging and any FINS feature development

Marketing Cloud Integrated Planning Process | FinServ Surge

Each column represents those deliverables specific to the FinServ Surge Program

Financial Services First Call Deck

Digital has changed the financial customer

Companies struggle with changing customer expectations

*Transforming Customer Experience: From Moments to Journeys, 2013

Customer-centric journeys lead to strong business outcomes including higher revenue,

happier customers, and lower costs.

+36% Customer

satisfaction

+19% Likely to stay/renew

+28% Willingness to recommend

+33% Less likely to cancel/

churn

Financial services companies are struggling to make the transition

Data security risks and industry regulations

that impede innovation

Product-centric data structure lacking

actionable customer insights

Disjointed customer experience across branch,

mobile, and online

First Actionable Data Model Built Around

the Customer

Introducing Salesforce Marketing Cloud Financial Services Solution

Cross-Channel Solutions to Manage the Customer

Journey Across All Touch Points

Industry Leading Trust from the World’s Most Innovative Company

Protect consumer data and maintain compliance with secure sending solutions Maintain the Highest Level of Trust with Salesforce

•  Field Level Encryption at Rest •  Tokenized Data Storage •  ISO27001 Certification •  User-Based Permissions •  Multi-Factor Authentication •  Trust Website •  Global Privacy Team •  Security Awareness Training

Drive innovation with unmatched security

Leverage the Industry’s Most Secure Digital Marketing Platform

autoCumulus Highlights •  Mobile App with MobilePush, Geofence and Beacon Demos •  Cross-Cloud Demo with Social Customer Care •  Rachel Morris Golden Contact Record •  Credit Card Customer Journey Deck (with Rachel Morris) and Campaign Kit •  Live Website Demo with Triggered Send from Credit Card Application •  PI Tagging on Website

•  Responsive Website and Emails

FinServ Use Cases

  Cumulus

  https://www.dropbox.com/s/698oslvt29sffwk/CumulusBank_v4.ibooks?dl=0

  Charles Schwab

  https://www.dropbox.com/s/5a8130gcqfs4msi/Connected_Schwab.ibooks?dl=0

  eTrade

  https://www.dropbox.com/s/dcwfv221ylph14q/E%2ATRADE.ibooks?dl=0

  Statefarm

  https://www.dropbox.com/s/xcp8btmz6nfwaue/State%20Farm.ibooks?dl=0

  Citi

  https://www.dropbox.com/s/28rf98lpfps2zp4/Citi.ibooks?dl=0

iBooks

The Play: Social Customer Care

 4D – DIMENSION Customer – Foundational

THE PRODUCT Social Studio THE CHANNELS Social

RATIONALE

By 2020, Gartner says 90% of customer service will happen via social media. It's critical to support customers in the channels that they select.

Social customer service costs 1/3 that of other platforms, can decrease call volumes 30% and can increase customer retention 3-5%. (Enkata 2012)

Edison Research (2014) shows that 72% of social media users expect a same day response from a brand, and almost 40% expect a response within an hour or less!

 

The Play: Social Customer Care

The Goal Address customer services issues raised on social channels in real-time to enhance the customer experience, and increase loyalty.

The Challenge Consumers are voicing concerns about a brand/product via social channels, and expect a response. Brands struggle to keep up. Their social teams are not well positioned to respond. And, if there is social customer support in place, workflow is not optimized, leaving customer needs unmet.

The Solution

Only Salesforce can integrate its best-of-breed Service Cloud and Marketing Cloud solutions to help companies effectively manage social customer service. Customer comments/queries from social can be automatically scored and routed to the appropriate subject-matter-expert for response. Conversations that begin in social can continue there or in other channels, but the threaded view stays intact for the customer service representatives.

Activision Delivers Social Customer Service

•  Operational focus to provide faster customer service via social networks

•  More than half of all customer service inquiries now occurring via social media

•  Improvements in customer sentiment and positive share of voice after social care interactions

ADP Identifies and Engages Prospects on Social

•  Finding leads across Facebook, Twitter, and LinkedIn by listening to key topics

•  Social selling team engages with leads and provides content via social responses

•  Leads passed to sales teams once they are sufficiently qualified

•  New Social Studio - Sales Cloud1 capabilities enable full audit trail, tracking, and reporting

Questions?

  Marketing Cloud and the Customer Success Platform – April 21st at 12 pm EST

  How to Sell with Marketing Cloud – April 28st at 12 pm EST     Partner Enablement: MC Accreditiation – May 5th 12 pm EST

Upcoming Office Hours

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