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Salesforce Marketing Cloud Case Study

The document outlines a Salesforce Marketing Cloud implementation plan with the following key points: 1. The plan includes defining goals, audiences, and customer journeys through 7 phases including prospect onboarding, referrals, lead nurturing, birthdays, abandoned carts, wish lists, and win backs. 2. Each phase outlines the target audience, necessary data, and content goals to acquire new customers, increase engagement and reduce churn. 3. The implementation will include designing email campaigns, marketing automations, and reporting to execute the customer journey strategy.

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omar gamal
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31 views35 pages

Salesforce Marketing Cloud Case Study

The document outlines a Salesforce Marketing Cloud implementation plan with the following key points: 1. The plan includes defining goals, audiences, and customer journeys through 7 phases including prospect onboarding, referrals, lead nurturing, birthdays, abandoned carts, wish lists, and win backs. 2. Each phase outlines the target audience, necessary data, and content goals to acquire new customers, increase engagement and reduce churn. 3. The implementation will include designing email campaigns, marketing automations, and reporting to execute the customer journey strategy.

Uploaded by

omar gamal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Salesforce Marketing Cloud

Implementation
27-5-2019

Case Study
Agenda

1. Goal Setting
2. Audience Definition
3. Customer Journeys Design
4. Implementation
1. Goal Setting

1. Acquire new customers


2. Increase subscriptions
3. Decrease abandoned cart rates
4. Decrease attrition
5. Drive engagement
2. Audience Definition
3. Customer Journeys
Design
High level Timeline
Customer Journeys

1. Prospect welcome
2. Prospect on-boarding
3. Referral
4. Prospect lead nurture
5. Birthday
6. Abandoned Cart
7. Wish List / Saved Basket
8. Win back
9. NPS
1. Prospect On-boarding - The Nursery Program
1b. Prospect On-boarding - The Nursery Program

DA
Audience Data Goal

New Subscribers • First name, last name, - inspire and prompt your
email prospects to purchase
• Subscription date - Prospect into customer
- What will the individual
get from the product?
- CTA
2. Refer a friend
2. Refer a friend

Audience Data Content Goal


Friends of current • Current subscriber first -Invitation sent to current - Acquire new subscriber
subscribers who have never name, last name, email subscriber encouraging him - Track: Capture coupon
before visited Dubai Store • New subscriber first name, to refer a friend redemption
last name, email - Invitation sent to new
• Current subscriber subscriber with coupon
subscription date offer
• Unique referral code - reminder sent to new
subscriber
- Confirmation sent to
existing subscriber when
offer has been redeemed
3. Lead Nurturing Program

Email 1: electronics category- TV’s


Email 2: Samsung TVs
Email 3: Home theatre
Email 4: TV sales or stock notification (back in stock- order now)
3. Lead Nurturing Program

Audience Data Content Goal


Subscribers who have shown • Current subscriber first 4 emails sequence - Making a purchase
interest in product/ category name, last name, email
based on website activity • Product information
• Product category
information
• Time of event
4. Birthday Offer
4. Birthday Offer

Audience Data Content

Existing subscribers who have • Customer birthday data to admit - Birthday greeting + offer -
upcoming birthdays contacts (using Date Based Event) celebration coupon including details
• Four emails about expiration
• Coupon codes - Thank you email for those who
• Data you''ll need to personalize the redeemed offer
emails - Reminder for customers who didn’t
redeem offer
5. Abandoned Cart
5. Abandoned Cart

Audience Data

Customers who abandon a purchase - First name, last name, email address, abandoned link,
Registered or un-registered customers abandoned product information
- Product file, product name, pricing, image, URL
- Transactional action (to check if a purchase has
occured)
6. Wish List
6. Wish List

Audience Data

Customers who saved items in their wish list - First name, last name, email address
- Basket link, basket product info
- Product name, pricing, image, URL
- Transactional action (to check if a purchase has
occurred)
7. Win Back
7. Win Back

Audience Data

Customers who have a delivery delay by 1 day or more - Promised date


- Delivery date
- First name, last name, email
- Transaction info
8. NPS
8. NPS

Audience Data

Customers who have purchased and have been


subscribed for 6 months - First name, last name, email
- subscription date
- Purchase history
4. Implementation
Email Campaigns Designs
Marketing Automations
Reporting
Thanks!

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