Yesterday saw Salesforce’s return to Boston for their Salesforce World Tour customer conference. As with all Salesforce professional events, the world tour went off without a hitch.
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 six takeaways from Salesforce World Tour Boston:
To be successful, you have to become a customer-centric company.
The customer is completely in control. Now that most products are delivered in 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 lies in 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, but they conduct the vast majority of business activities from computers.
Salesforce is changing that by allowing users to create custom mobile apps without writing any code. Professionals can now build their own tools to conduct business anywhere. Using smartphones, things like logging sales activities, creating proposals, and cross-team collaboration have suddenly become easier. 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. Think about it, if readers can’t navigate the website from a mobile device, they will likely bounce from your page.
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.”
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