​How to create engagement

and maximize marketing

ROI starting from data
Forward-Looking Statement
​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.
Our agenda for today

§ Intelligent Marketing in the Fourth Industrial Revolution

§ How to create engagement and maximize marketing ROI starting from data
o The adidas customer story
o An adidas customer experience
o Behind the scenes
VIDEO
I​ ntelligent Marketing in the
Fourth Industrial Revolution
​Jose Yáñez, RVP Marketing Cloud
@jose_yanez
Fourth Industrial Revolution
​Intelligence is transforming the customer experience

4th Industrial Revolution

3rd Industrial Revolution Intelligence

2nd Industrial Revolution Computing
1st Industrial Revolution Electricity
Steam

1700s 1800s 1900s Today

Trailblazers are Leading a Marketing Revolution

Intelligent
Marketing
Digital
Mass Marketing
Word of Mouth Marketing
Marketing
Technology is Redefining Consumer Expectations

By 2020

10 devices per person

7B digital assistants
The Customer Experience Gap

Your Your
Company Customer

Siloed Data
Siloed Channels
Siloed Departments
52% of consumers will switch brands if a company
doesn’t personalize communications to them

Source: "State of the Connected Customer," Salesforce Research, October 2016

 `Marketing Technologies are Highly Fragmented

2011 2017

~150 Logos ~5,000 Logos

By Scott Brinker @chiefmartec

Digital advertising and marketing continue to converge

​Key Takeaway
​Advertising and marketing
organizations now share
common budgets and use
the same team to manage
email marketing and to
build ad campaigns

59%
Share a
common
budget

Source: Salesforce Research Advertising 2020 Report, January 2018

 Digital is Better but Still has a Gap

Reaching wrong or Advertising message does

unqualified audiences not address my needs

Can’t connect IDs across Campaigns & customer

devices, apps & browsers experience are disconnected

Wasting budget on unseen Interruptive or too much

or accidental ads advertising
Marketers Customers

IDs
60%
of mobile banner
clicks are accidental Wasted
Money
56% Channels
of display ads unseen

ROI
CSAT
Data Closes the Gap in Digital Advertising
But existing approaches lack scale and security

Multiple Data Sources Devices Advertising Platforms

CRM, Email, Data Warehouses, Customer data on USB drives, Direct upload to ad platform
POS, Spreadsheets, Analytics computers or inaccessible and
disconnected systems

90%
of data today was created
in the last year
How do you meet the expectations
of the empowered consumer?
The Trailblazer Path to Intelligent Marketing
Know Engage Personalize
everything about across the entire everywhere with
your consumer consumer journey artificial intelligence

v
Know Your Consumer
​Collect and analyze all data to really know your consumer

​Contacts
Flexible meta-data model for storing all your marketing data

​Commerce, Sales and Service Data

Synchronization of marketing data with the rest of Salesforce

​DMP, 2nd and 3rd Party Data

Complete solution for capturing and activating online data

Salesforce records
12B syncing every day

43PB of consumer data

Actually Two Valuable Types of Data
​Meaning two types of audiences

UID

KATY HART
KATY@EMAIL.COM 456789

FEMALE 142857
123-456-7890

36
161803 867530
CRM 32,000K
Online

Those You Know Those You Want to Know

Existing customers, prospects Audiences you want to
and leads with data like email, understand and discover
name, phone, purchases, interacting with your site, content,
sales interactions and ads, apps, store and events
service tickets
 UID Understand & capture
your entire market
456789

142857

161803 867530
DMP

KATY HART
KATY@EMAIL.COM
FEMALE
2nd
???
123-456-7890
?
36 3rd
Ad Studio $32,000
Data Studio

Leverage who Extend your data

you know asset & reach with
key partners
Engage Across the Entire Journey
​Connect every touchpoint throughout the consumer lifecycle

Cross-Touchpoints
Integrate email, mobile, social and advertising

Cross-Channels
Connect Marketing, Sales, Service and Commerce

From Awareness to Advocacy

Optimize the experience across the consumer lifecycle
How Does it Work?

DMP Activation Ad Clicks to Landing Page

find lookalikes on open web Fill out newsletter & preference form

Hello, who am I Let me transfer you to one

Two Day No Response
speaking with? of our
Creative specialists.
inactive Can you
engagers segment
hold?
Sync Direct
Lookalike campaigns
on Facebook &
Google
First Email Campaign
Tailored campaign to new list Segment unengaged
Follow up ad driving engagement

Acquisition List
Segment active engagers

Measure Impact
Classify customer ROI impact
and preferred multi-channel mix
Personalize Everywhere with Einstein
​Leverage Einstein AI to drive smarter, more targeted and timely interactions

Discover New Audiences

Predict Behavior Einstein

Recommendations
Deliver the next best product, content or offer
for each individual, automatically

Make Targeted Einstein Build actionable lists of customers based on

Engagement Scoring likelihood to engage
Recommendations
Einstein Discover behavioral patterns and personas to
Optimize the Funnel Segmentation reach new segments

Einstein Track the customer journey and discover the

Journey Insights optimal path to conversion

Einstein Discover images and scenes, capture sentiment

Social Insights and perform workflow on social content
How Customers Achieve Success with CRM Based
Advertising

Acquisition & Leads Nurture & Engagement Optimization & Suppression

Find new customers Increase ROI for existing Stop advertising to customers
with lookalike audiences on customers campaigns for upsell who already purchased, are
Facebook and Google renewals, and re-engagement unhappy or unqualified

50% 16x 14%

Lead growth in Return on ad spend to Reduction in budget vs.
first few weeks inactive customers prior benchmark
How Customers Achieve Success with Salesforce DMP

Audience Planning Personalization

Insights & Analytics
& Activation & Optimization

Inform audience strategy and Deliver highly relevant messages through Unlock rich insights from
channel mix and activate across dynamic creative while managing & optimizing customer journeys to inform
every addressable channel delivery for efficiency and effectiveness planning & investment decisions

30% $23M 15%

Increase in category reach by Saved advertising spend Increase in return on ad spend
finding in-market buyers from overspend & fraud through Einstein insights
Marketing ROI

Campaign Lead Conversion

Lead Volume
Deployment + 30%
+ 28%
+ 27%

+ 25%
Increase in
Marketing ROI

Average Percentage Improvements Reported by Salesforce Customers

Source: Salesforce Customer Relationship Survey conducted 2014-2016 among 10,500+ customers randomly selected. Response sizes per question vary.
Trusted by Great Brands
3.2B
customer
2.5T ads served
Salesforce DMP
102B data events/year
500B social posts
emails sent stored FY17
FY17
To keep you on your toes
​Quiz and prizes

§ Download the app or log on to kahoot.it

§ Enter game pin
§ Listen
§ Answer as fast as you can
§ Win Salesforces swag
The adidas customer story
An adidas customer experience
Behind the scenes
​Arianna Galante, Project Director Marketing
@digitalzia
Gianluca Carminati, Solutions Engineer Marketing
Everyone runs faster
with Salesforce
 “For adidas, the most
important store in the world is
our dot-com site. Period. And
Salesforce is an important
partner in executing on it.”
Kasper Rørsted, CEO

adidas Leads the Race in a Superior Customer Service Cloud

Experience Commerce Cloud

Marketing Cloud

​Challenge
​Wanted to provide a premium, personalized,
and connected experience to consumers
​Difficult to collect shopper feedback and
resolve service issues across channels
​Needed to capture and aggregate customer
data across systems for world class experience
​Solution
​Salesforce has enabled adidas to build
proactive interactions with customers
1,100
Care agents
​1,100 agents provide fast, personalized, and
smarter customer service with Service Cloud
4
​Transforming the digital experience across Channels of support
online global stores with Commerce Cloud across phone, email,
web or social
​Delivering 1:1 intelligent shopper journeys
across every channel with Marketing Cloud
+
To keep you on your toes
​Quiz and prizes

§ Download the app or log on to kahoot.it

§ Enter game pin
§ Listen
§ Answer as fast as you can
§ Win Salesforces swag