future of marketing singapore keynote deck

Lee Hawksley SVP Marketing Cloud JAPAC [email protected]

Future of Marketing Singapore Now, any journey is possible

mailto:[email protected]

1.1M+Service Hours

1%Time

$100M+Grants

1%Equity

26K+Nonprofit Organisations1%

Product

pledge1percent.org

New Philanthropic Model1-1-1 Model

$250MDonated Product

The Rise of the Connected Customer

Systems of Intelligence

Social: always-on engagement

Mobile: apps for everything

Cloud: real-time access

Data Science: 1:1 interactions

Redefining customer engagement

The Customer Success PlatformSucceed with your customers on every step of the customer success journey

Ignite SP’sSIsCSMs ISVs

Open EcosystemPeople

Complete CRM Apps

Multitenant CloudPlatform

CustomerSuccess

The Customer Success Platform

SalesService

Marketing

Apps

Analytics

Community

SalesService

Marketing

Apps

Analytics

Community

The Blurring Lines of CRM

The Salesforce Marketing Cloud

The Future is All About the Customer JourneyConnected experiences not commoditisation

Price Product Customer Experience

#1“Customer experience has overtaken price and product as the key brand differentiator”

Customer 2020

57%

Shift 1Self-guided customer learning

Shift 2Consultant and procurement –led purchasing

Shift 3Good enough purchasing

Learn Define needs Assets OptionsMake

decisionsResult:

The “1 of 3 Problem”

CEB – The Challenger Sale

B2B Buyers are ConnectedPressure on Sellers

Its About Helping Not Just SellingNext Generation Internet Platforms are Experience Lead

Raja Jesrina Arshad Founder & CEO

PurelyB Rethinks the Health JourneyDrives relevance through personalisation

Inspire, connect and support customers on their personal health journeys

Based on individual definitions of healthy

Using a wide variety of content

Products from a digital marketplace

Providing Genuine Brand UtilityPutting the customer in the content

Create Your Taste

Get The Look

Race Your Car

Complete Your Room

Engage at Every Step of the Customer Success Journey

CustomerSuccess

Apps Service CommunityAds Web Email Mobile Social Group Messaging

Sales

AcquisitionAwareness

Onboarding

Engagement

Advocacy

The Customer Success Journey

CustomerSuccess

Scott Doughty RVP Asia

Increase Awareness with Personalised Advertising

Mass, impersonal media

Personalised media at scaleCustomer

Success

The Journey Starts Mobile

Print Radio TV Internet Mobile

4%

18%

11%

11%

37%

41%

24%

23%

24%

8%

25B+Opportunity in USA

Time Spent Ad Spent

Mobile

Social.com: Digital Advertising at McDonald’sFacebook, Twitter and Linkedin Ad Platform

Reach real people across devices and networks from one platform

Easily create and test highly personalized and localized ads

Automate and optimize campaigns to ensure maximum ROI

Orchestrate advertising with email and other channels

Facebook & Twitter AdsSecurely reach real audiences across devices

Integrated with Journey Builder 1:1 interactions across devices

Introducing: Active AudiencesTrigger ads based on your CRM data

Display Ad NetworksTake your audiences anywhere

Derek Laney Head of Product Marketing, Asia Pacific


CustomerSuccess

L’Oreal Film

Beauty Advisor ReimaginedMakeup Genius is a Beauty Advisor in Your Pocket

Customer Journey

ShareOnboardAcquire Engage Try & Buy

Push notification

Real time try & buy

Content updateInstall


CustomerSuccess

Onboard Customers with 1:1 Journeys

Offline onboarding of anonymous users

Automated, online & mobile onboarding

of known usersCustomerSuccess

Systems of RecordCustomer Success Journey

Journey Builder: 1:1 Customer Journeys at MattelPowering connected experiences with mobile

Map the shopper and user journey

Drive mobile app downloads

Connect physical toy to digital experience

Drive adoption and use of toys

Introducing: Next Generation MobileBlend the physical and digital world

Mobile Engagement SDK Create connected customer experiences

SMS and MMSManage urgent and personalized messages

Group Messaging Connect on platforms like LINE and WeChat


CustomerSuccess

Engage Customers on Their Journey

Disconnected marketing

experiencesHolistic customer

relationshipCustomerSuccess

Lucy Brindley Mobile Specialist, Asia Pacific

Predictive Intelligence: Personalization at Room & Board“Complete your room” journey

Web TaggingTrack anonymous and known web browsing behavior

Predictive AlgorithmsPersonalize product recommendations

Native Content BlocksDrag and drop predictive content in Editor


CustomerSuccess

Jess Whittaker Salesforce Marketing Cloud

Ryan O’Donnell Head of Digital & eCommerce


CustomerSuccess

Social Studio: Social MarketingTurn every customer into an advocate

Start discussions with published content

Listen to all brand and product mentions

Participate in every relevant conversation

Solve customer service issues

Introducing: Next Generation Social StudioConnect your social interactions to CRM

Social Studio AnalyzeBrand and customer insights for every marketer

Visual Web Coverage Facebook Video, Instagram, and YouTube

Social Cases in Journey Builder Incorporate social care interactions into the customer journey


CustomerSuccess

Now, any journey is possible.

First telco to launch 4G nationwide across Indonesia 30 agents offering 24/7 social customer service Previously used excel and native social apps to manage social customer service

Pilot Service Cloud implementation with vision to roll-out to all Customer Services. Social channels include Facebook, Twitter, Email and Live Agent channels.

The first Salesforce Social Customer Service in Asia: Success!

Within the first 24 hours after go-live the social customer service response time went from 1 hour to less than 14 minutes!

We Want to Know You More!

#MCFOM15

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We Want to Know You More!

Survey Card Gift Bag

Thank you