Competitive Landscape Salesforce Marketing Cloud: Partner Enablement

The Marketing Technology Landscape Is Messy

CRM System CRM system not required Likely a Sales Cloud user

Core Functionality Journey management, email marketing, mobile marketing, social media marketing, display advertising, and web personalization B2B marketing automation, lead scoring, and lead nurturing

Example Use Cases Promotional Messages Transactional Messages Event Marketing

Mobile Messaging (SMS & Push) Cross-Channel Journeys Social Listening & Publishing

Landing Pages & Forms Email Drip Campaigns Search Campaigns

Prospect Activity Tracking Auto Lead Assignment Webinar Promotion

Top Competitors Oracle Marketing Cloud, Adobe Marketing Cloud Marketo, Hubspot

Differentiating Marketing Cloud and Pardot

The B2B marketing automation solution for Salesforce customers

The digital marketing platform for 1:1 customer journeys across email, mobile, social, advertising, and the web

Journey Builder Email Mobile Web Social Studio Predictive

Intelligence Social.com

Marketo Mailchimp Twilio Instapage SocialOomph Monetate Adaptly

Sailthru Emma Iris Mobile Unbounce Hootsuite RichRelevance Social Moov

Adobe Campaign Yesmail Vibes Clickthroo Sprout Social Oracle Real

Time Decisions Nanigans

IBM Unica IBM Silverpop Urban Airship Livepages Sysomos SAS Predictive Analytics Kenshoo

Oracle Responsys

Experian CheetahMail mobileStorm Ion Interactive Sprinklr IBM Predictive

Analytics Marin

Software

We Compete Across A Long List Of Competitors  These are just a few…

$ $ $

Journey Platform

Connected experiences, custom apps & activities

Predictive Intelligence

Make every experience 1:1

SI & ISV Ecosystem

Enable customer success

Scalability & Infrastructure Scale & deliver

campaigns reliably

Unified Social Capabilities Listen. Publish.

Engage. Care. Ads.

Customer Successes

The Key To Winning Marketing Cloud Opportunities  Competitive Differentiators

Flexible APIs for developers  Create custom activities  Leverage data from any source  Metadata driven Salesforce integration

Connect Every Experience And Touch Point

Journey Platform

“At Sony Playstation, we are

committed to creating and optimizing 1:1 customer journeys across all channels and devices.”

Numerous Journey Builder interactions working to drive PlayStation Plus subscriptions and onboarding

Started with email to engage millions of PlayStation Network gamers

Next phase is to launch in-game/console messaging leveraging 100-150M daily events

Sony Scales 1:1 Personalization

Sabine Vanin, CRM Manager, Sony Playstation

Seamless UI Fast implementation Put marketers in control Optimize for maximum marketing impact

Make Every Interaction Deliver An Impact

Predictive Intelligence

Room & Board Helps Customers Design the Ideal Home with Predictive Intelligence

“Making the right offer to an engaged customer at the optimal time is every retailer’s sweet spot. That’s when we see the most conversions, and that’s what Salesforce Marketing Cloud helps us achieve.” Kimberly Ruthenbeck, Director of Web Customer Experience, Room & Board

Bridged the gap between online and offline data to optimize Predictive Intelligence algorithms

Incorporates online reviews, in-store sales, and more to deliver highly accurate recommendations

Targets notifications using geographic segmentation

“Complete the room” email journey used to drive repeat purchases within the first two months of purchase

Scale and Deliver the Journey Reliably

99.9%+ Up Time Enterprise reply mail management Distributed marketing for localization Burst sending for millions of sends in minutes

Scalability & Infrastructure

Microsoft Drives Engagement Across Channels Over 7,000 interactions in Journey Builder to drive usage and customer lifetime value Delivering across 33 languages and reaching 241 countries Running cross-channel journeys: email, Web, in-app, display ads, and customer support

SI and ISV Ecosystem Ensure Success & Innovation

Online, engaged community of partners Highly responsive to customer needs Full and comprehensive service capabilities Added innovation from network of ISVs

SI & ISV Ecosystem

Needed to personalize and automate connecting with subscribers based on their lifecycle stage

Created an email lifecycle campaign with Salesforce Marketing Cloud email and Windsor Circle retention automation framework

Lifecycle campaign drove highest recorded eCommerce revenue for Spangler

Spangler Candy Drives Record Sales with Salesforce & Windsor Circle

“Our first email campaign using the Windsor Circle app through Salesforce Marketing Cloud’s HubExchange resulted in the highest day of online sales for Spangler since our start in eCommerce 15 years ago.” Jim Knight, VP Marketing & eCommerce, Spangler Candy

Break Down Barriers Between Social and Business

Publish & engage across social channels Identity-based social advertising Listen for opportunities Provide customer support on social channels

Unified Social Capabilities

McDonald’s Drives Local Customer Connections on Social 54 million Facebook fans, 2.6 million Twitter followers

Rolled out Facebook pages to all 14,500 restaurants (one of the biggest brand deployments on Facebook)

Marketers can share content, engage the community, and address customer satisfaction issues

Moving to supplement organic social campaigns with paid campaigns at the local level

A Differentiated Marketing Cloud  Fully Connected to the Customer Success Platform

Journey Platform

SI & ISV Ecosystem

Scalability & Infrastructure

Predictive Intelligence

Unified Social Capabilities

Complete CRM Marketing Cloud Differentiators

Which Competitors Are Most Prevalent?

In Our Deals We Most Often Encounter Oracle and Adobe

“The Full Customer Experience” Oracle’s Marketing Cloud Story

Oracle Talks About An End-to-End Solution  Connecting every point of the customer experience

And A Comprehensive Marketing Cloud That works as a component of the overall customer experience

Data Management (BlueKai + Datalogix)

Social Marketing (Oracle Social)

B2B Cross Channel Marketing (Oracle Eloqua)

B2C Cross Channel Marketing

(Oracle Responsys)

Content Marketing (Oracle Content Marketing)

The Reality is That Each Product is Floating Out on its Own

•  Disparate data models

•  Limited out-of-the-box integrations

•  Separate upgrade paths

•  Focus on integration, not innovation

How Oracle Competes with Us  The three things they will tell customers

Salesforce uses Eloqua

Journey Builder isn’t

real

Salesforce doesn’t have

a DMP

Not for long! Show how to use it.

Identity-Based Marketing

Differentiating Against Oracle

Key Plays To Use Against Oracle Marketing Cloud

Complete Platform Extensibility

Embedded Predictive Intelligence

Comprehensive & Diligent Services

Robust Sales & Service Integration

Highest scores in both customer satisfaction and market presence Show our G2 Crowd Grid Leadership

*Experian CheetahMail did not receive enough reviews to be considered (fewer than 10) Adobe Campaign and IBM Silverpop were both considered in the Marketing Automation category

G2 Crowd Grids are based off user reviews

88% ranked Marketing Cloud 4 or 5 stars

91% believe we’re headed in the right direction

“Marketing Cloud’s customer first approach means I always look like a digital marketing rockstar to my boss. Their suite of products means I only need one solution for reaching my top digital channels including email, social, mobile and landing pages.”

Caleb W. Director of Internet Marketing

Declining in customer satisfaction and market presence since 2014 Oracle Responsys Nearly Falls into Contenders

13 point drop in customer satisfaction scores

13 point decrease in G2 Score

1 point decline in market presence

“The UI is the most unintuitive platform I’ve ever worked in. There is little to no information on how to use the product without paying for additional training. The help files are useless. I’ve had 3 account reps in a year; one was helpful, the other 2 contributed very little.”

G2 Crowd Reviewer, Email Marketing Manager

“Digital Content Is King” Adobe’s Marketing Cloud Story

Adobe Marketing Cloud Marketecture 8 Solutions with 7 Core Services Shared Across the Stack

Comparing Adobe and Salesforce Portfolios Digital Marketing Productivity Tools vs. Unifying The Customer Experience

= Adobe Marketing Cloud Point Solution

Sales

Service

Community

Apps

Analytics

Marketing

Creative Cloud

Document Cloud

Social

Campaign

Target

Audience Manager

Media Optimizer

Analytics

Experience Manager

Primetime

Unified Customer Experience

Digital Marketing Productivity Tools

How Adobe Competes with Us  The three things they will tell customers

Salesforce is incomplete

for marketers

We rank highest in

analyst evaluations

Leverage your existing

Adobe investment

ISV & SI ecosystem, open API.

Comparing apples and oranges.

Transform your business with Salesforce.

Differentiating Against Adobe

The Key Plays To Use Against Adobe Marketing Cloud

Cloud Platform Predictive

Intelligence Declarative

Configurability Sales & Service

Integration

Adobe Campaign Not All That Cloudy

Legacy Neolane Product

Current Version 6.1

Requires Thick Client

Typically deployed on-premises

So Adobe Decides To Make A New Product  Introducing Adobe Campaign Standard

Cloud

Responsive UI

Email Only

No migration path

Overlaps with Campaign v6

What will Adobe invest in going forward?

What about the rest of the Market? How we make sense of the landscape

Ø  Traditional Enterprise Competitors are moving down into mid-market

Ø  Niche Competitors are already found in mid-market

Ø  Competitors trying to commoditize the market

How is the Marketing Landscape Changing?  Competitors are constantly evolving their strategies

Thank you