Personalization

Salesforce Marketing Cloud

At the heart of your business
is a unique individual
Emails

In-Store
Past Purchases

eCommerce

Website Activity
Service Agents
Customer Service Tickets

of marketers believe
% personalization
86 has an impact
on advancing customer
relationships
 But, Marketers Are More Disconnected
Than Ever from Customers

Marketers Real-Time Customers

Personalized Cookieless
Expectations Disconnected Future
Experiences

26%
of marketers are
94%
confident their Explosion of marketers say
organization has a of Data customers expect
successful personalized
personalization experiences
strategy
Automated, Real Time, AI-Driven Customer Experiences

Brand-Centric Audience-Centric Rachel-Centric

A/B Testing Segments / Targeting AI-Driven

Drive Marketing Efficiency with 1:1 Experiences
Remove Silos with Increase efficiency with Automated, Real Time,
Connected Systems customer-centric marketing 1-to-1 Experiences

Web Behavior Website & App Sales & Service

Email Provider

Commerce Cloud

Salesforce CRM

Rachel
Analytics Tool
Quicker Conversions & Increased
Marketing Efficiency
 Personalization Benefits
Value drivers across the customer lifecycle

Awareness Engagement Acquisition Support Cross-Sell & Loyalty

Upsell

Marketing Cloud Personalization

Encourage Improve Increase Reduce Cost to Drive Improve

Discovery Experience Conversions Serve Cross/Upsell Retention
The Customer Lifecycle & Use Cases
Common Personalization Use Cases

Support, Loyalty &

Awareness Engagement Acquisition
Cross-Sell & Upsell

Personalized content Personalized Next Best Add a user to a journey Proactively manage
recommendations Offer on Web support on web

Personalized product
Promote most popular Personalized categories recommendations Progressive profiling
content or brands

Encourage CTA Optimize the online to

Re-engage users on exit Personalized emails at offline customer
open time experience
Provide sales or support
reps with Next Best
Message optimization Action
with A/B Testing

Complexity Key: CRAWL WALK RUN

Website Personalization
Use Real-Time Data to Drive Business Results
On-site personalization creates better opportunities for conversion

Personalize on first & all return visits for

known & anonymous visitors

Increase engagement with AI (1-to-1 recs)

Convert more visitors

Real-time testing and learning

Develop Cross-Channel Conversion Opportunities
Deliver more relevant product recommendations across website, email, and
mobile

1-to-1
Recommendations

Personalized
Website Visit Homepage

Next Best Offer

Provides her email

AI Powers 1-to-1 Product Recommendations
Drive engagement with relevant product recommendations

Josh clicks onto a specific

product and scrolls down
the page to view additional After adding a product to his online cart, he
product recommendations sees relevant product recs on the checkout
page, all based on his recent browsing
Sonia visits website, browses product,
adds an item to cart

Promote Relevant Content to Drive Engagement

AI powers 1-to-1 content recommendations

Sonia visits website, browses

product, adds an item to cart

As she exits the site without making a purchase,

she sees a tailored message
Messaging Personalization
Use Real-Time Data to Drive Business Results
Email personalization brings the customer conversation cross-channel

Drive Efficiencies with AI

Increase Revenue

Build Customer Loyalty

Create Email Conversions Using Site Behavior
Use data and AI to drive more relevant offers

1-to-1
Recommendations

Personalized
Website Visit Homepage

Next Best Offer

Provides her email

AI-Driven Triggers Leading to Quick Email Upsells
Understand next best action in milliseconds and trigger your sends with it

Leaves the website

Visits website, sees

default homepage

Begins journey for new

product materials

Browses New
Products Catalog
Personalize Email After Send to Optimize Conversion
AI-driven post send time optimization turns sends into real-time engagement

Site Visit:
Ring Purchase

Personalized
Website Visit Homepage

Next Best Offer

Provides her email

Example 1: Use Web Data to Drive Email Engagement
Increase engagement across the customer lifecycle
Katrina receives a next best
offer email as incentive for
her repeat purchase

Based on her recent action,

Katrina is added to a nurturing
campaign as part of a journey

Katrina visits the

website and makes a
purchase
Mobile Personalization
Use Real-Time Data to Drive Business Results
Mobile personalization creates better opportunities for conversion

Personalized mobile app experience for all

visitors based on behavior

AI-driven content, offers, and messages

Consistency across web, email, and mobile

Provide Consistency Across Web, Email, Mobile
Reach customers in real time with relevancy on their preferred channels
Receives an email with
product recommendations Mobile
based on her app browsing Push
Email

Mobile
App

Later that week, Aila walks

by the store and receives
Aila downloads the mobile app a push notification
and begins browsing; completes
profile with email opt-in
Cross-Channel Personalization
 Synchronize Cross-Channel Experiences
Personalized CRM
NextBest Offer
Personalized
mobile app

Personalized mobile Personalized email

push notifications

John visits the website and

leaves a digital footprint

Personalized in-person
experience
Personalization + Service Cloud
Personalization Timeline in CRM
Personalization Timeline in Sales and Service

Agent recommends a warranty

Service agent console shows
for the new watch
the customer’s profile

Ironman 30-Lap Digital Watch

Ironman 30-Lap Digital Watch

Customer calls the number on

website to inquire about her
recent order
Use Case: Affinity Calculation
Personalization affinity in Sales and Service Cloud

NTO uses Personalization to

document Rachel’s activities on the
site in real time including tracking
views, time spent, purchases, etc.

Rachel browses the NTO website for

tents, portable stoves, and reads an
article on top Pacific NW campsites

When Rachel reaches out to NTO Support

with a question, the agent can pull up
Rachel’s profile and view her affinities,
Affinities are allowing him to fine-tune their conversation
based on her current interests.
calculated in real time
Deflect Inbound Calls with Personalized Content
Offer relevant content based on a recent CRM event

CRM passes her inquiry detail into IS,

where she is added to a segment of
new patients with scheduled appts

Maria calls into Makena Health

with a question about her
upcoming appointment

Maria receives an email with a CTA to log into

the patient portal for first-time appointment
FAQs and more. She also sees the FAQs when
she visits Makenahealth.com