Yesterday saw Salesforce’s return to Boston for their World Tour customer conference. Though considerably smaller than Dreamforce, World Tour Boston was still chock-full of great breakout sessions, interesting speakers and inspiring customer stories.
There was a lot to cover during the full-day event, but here are the top 6 takeaways from Salesforce World Tour Boston:
To be successful, you have to become a Customer Company
The customer is completely in control. Now that most products are delivered on the cloud and the market has no shortage of vendors, switching costs are at an all-time low. This means that at any given time, your current customers are just a few clicks away from switching to your competitor if they aren’t completely satisfied with your product.
So to be successful, companies have to evolve into a Customer Company. Every touch point with the consumer has to be a positive one. Creating brand advocates is no longer a nice-to-have. It’s a must.
The future of marketing is building one-to-one customer journeys
Every customer is on their own unique journey. Salesforce even predicts that grouping people together in broad groups based on demographics will fade away. Instead, marketing and advertising will be tailored to each individual person.
This goes beyond personalizing a subject line with the prospect’s name. By analyzing all available data – purchase history, browsing history, B2B contact data, social data, etc. – companies are able to create automated campaigns with highly targeted messaging to individual people based on their current needs. This level of attention vastly increases engagement and click-through rates.
The boundary between Sales, Marketing and Service is quickly eroding
The customer journey is no longer a linear one. With diversified product offerings and more upsell or cross-selling opportunities, consumers are being constantly bounced between sales, marketing and customer service. Instead of being distinct, standalone functions, they are more and more becoming intertwined.
Cross-channel efforts offer the most success
Another common theme throughout the conference was prioritizing cross-channel campaigns. It’s rare that companies plan social media ad campaigns in conjunction with email campaigns, but Salesforce’s research indicates that the coordination of the two increases email conversion by 22%. Top performing marketing teams are also 1.7x more likely to align their social media strategies with other activities, providing a more seamless customer experience.
Mobile is the future
People have been stressing the importance of mobile for years, but there still hasn’t been a paradigm shift in the way people do business. People use their mobile devices for email and to monitor updates, but the vast majority of business activities are still conducted from their computer.
Salesforce is changing that. By allowing users to create custom mobile apps without writing any code, professionals can build their own tools to conduct business anywhere from their smart phone, from logging sales activities, creating proposals and cross team collaboration. They predict the landscape will shift from mobile optional to mobile only.
Salesforce Director of Product Marketing Blake Miller also remarked on marketers’ propensity for doing the bare-minimum of mobile optimization. He emphasized that simply have responsive emails isn’t enough. If your landing pages aren’t responsive as well, you’re going to lose your readers. Even if you have an amazing email, if readers can’t navigate the website from their phones or tablets, they’re gone.
The Dropkick Murphys hate software
The Dropkick Murphys were the surprise musical guest of the event. Lead singer Ken Casey made it very clear throughout the set that he indeed “hates software.” Much to the chagrin of Salesforce Vice Chairman, President and COO Keith Block who took the stage afterwards to deliver the keynote.
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