Salesforce ExactTarget Launches ‘Journey Builder’

Salesforce ExactTarget Launches ‘Journey Builder’
SHARE
THIS



Global cloud computing company Salesforce ExactTarget Marketing Cloud has released the next generation of its customer journey management platform, ‘Journey Builder’.

At a briefing for press and analysts at Salesforce’s San Francisco headquarters, Scott McCorkle, chief executive of Salesforce ExactTarget Marketing Cloud, said the future of marketing is in the customer journey.

However the majority of organisations are failing to handle customer journeys with expertise.

“Most organisations have disconnected individual interactions and individual campaigns. Often it is because different organisational units might own parts of the customer experience or even in the same organisation there can be different communications happening from different parts of the customer journey. That is a problem,” McCorkle said at the event earlier today.

Further complicating the issue is the rise of connected devices.

“The world is connected, everything is coming together and if we are in a world where the physical and digital are converging as rapidly as they are then we all have a wonderful opportunity that is really an imperative to meet customer needs anywhere, anytime.”

Salesforce has what they believe is the solution to this issue in their ‘Journey Builder’ tool.

The customer journey management platform was first unveiled at the company’s premier event, Dreamforce, last year.

Today the firm released a number of additions to the tool including Journey Maps, Journey Triggers and Journey Metrics.

Journey Maps is a drag and drop interface that allows marketers to visualise the customer journey. McCorkle said Journey Maps is designed to be a digital version of what marketers map out on whiteboards.

“Journey Builder works the way marketers think, not the way computer systems typically work,” McCorkle said.

He described the tool as highly visual, flexible and free form: “It allows a marketer to express the journey in a way that is digestible, presentable and can be communicated across the entire organisation.”

Journey Triggers predicts and delivers messages to consumers based on their behaviour. For example, a marketer can set up a message to be automatically sent when a shopping cart is abandoned online.

Marketers can also set up their own triggers. For example, Salesforce used a hypothetical consumer interaction with the FitBit brand to show how the brand can automatically send messages to its new users to congratulate them on their first 5,000 steps since setting up their device.

The third update for Journey Builder is Journey Metrics. With Journey Metrics marketers can define exactly what success is for them – for example a brand’s goal may be to convert 40% of their abandoned shopping carts into a sale. Journey Metrics will then track the preferred metric.

For more information see the release below:

 

Salesforce ExactTarget Marketing Cloud Launches the Next Generation of Journey Builder; Accelerates the Transformation of Marketing to Customer Journeys

  • Marketing Cloud delivers the comprehensive customer journey solution to plan, personalize and optimize 1:1 customer interactions across channels and devices
  • Breakthrough innovations including Journey Maps, Journey Triggers and Journey Metrics empower marketers to deliver amazing customer journeys
  • Leading brands like Microsoft, Sony PlayStation and SkyMall connect with customers in entirely new ways using Salesforce ExactTarget Marketing Cloud Journey Builder

SAN FRANCISCO (July 30, 2014) – The ExactTarget Marketing Cloud from salesforce.com (NYSE:CRM),  the world’s #1 CRM platform, today launched the next generation of Journey Builder, the comprehensive customer journey management platform to plan, personalize and optimize 1:1 customer interactions across channels and devices. Global marketing leaders like Microsoft, Sony PlayStation and SkyMall use Journey Builder to move from campaigns to customer journeys and deliver amazing customer experiences across sales, service and marketing.

Comments on the news:

  • “The future of marketing is the customer journey. Marketers need to understand the complete journey people have with their brand, and how to measure and optimize its impact on their business,” said Scott McCorkle, CEO, Salesforce ExactTarget Marketing Cloud. “With Journey Builder, marketers now have the ability to get a more complete view of their customers, identify where they are in the journey with their brand, optimize every point of interaction on that journey, and measure the impact of all customer communications.”
  • “ExactTarget Marketing Cloud’s Journey Builder product is going to help us get closer to our customers,” said Kevin Weiss, chairman & CEO for SkyMall. “We’re building 1:1 customer journeys in real time across all channels and devices, better serving customer needs and interests through the joy of shopping.”
  • “Businesses must now invest in customer journey management to optimize and lead customer journeys rather than reacting to new technology trends,” said Brian Solis, Principal Analyst, Altimeter Group. “Everything begins with uncovering the journey of connected customers and how it differs from the funnel you’ve organized around today’s already familiar customers.”

The Future of Marketing is 1:1 Customer Journeys
Marketers today realize that every moment matters. McKinsey reports that more than 50 percent of customer interactions happen during a multi-event, multi-channel journey, and journey led transformations deliver impact across customer satisfaction and revenue growth. However, marketers face challenges with the customer journey, as 66 percent of companies say they lack an in-depth understanding of their customers. In order to stay ahead of the competition and be there to welcome customers to the future, marketers need to shift from the campaign to the customer journey.

Introducing the Next Generation of ExactTarget Marketing Cloud Journey Builder
With the next generation of Journey Builder, the future of marketing has arrived. Marketers will be able to map customer journeys to digital marketing interactions across email, mobile, social, web, connected products and more, to power personalized customer journeys that are dynamically optimized based on customer engagement.

With next generation Journey Builder, marketers will be able to:

  • Plan the Customer Journey with Journey Maps – When it comes time to develop a new customer journey, Journey Builder delivers a drag-and-drop interface that makes it easy to map the exact path customers will experience with a brand across lifecycle stages and channels. With Journey Maps, marketers now have an easy to use canvas – an intuitive visual process – to map customer journeys across email, mobile, social, web and connected devices, measure performance, optimize for best results and create a holistic view of how customers experience the brand.
  • Personalize the Customer Journey with Journey Triggers – Predict and automatically deliver the right message, channel, and timing for each customer experience by setting up predictive intelligence triggers. With new Journey Triggers, marketers will be able to automatically trigger content and offers based on customer behaviors such as abandoned shopping cart, abandoned web browser, product purchase or affinity changes.
  • Optimize the Customer Journey with Journey Metrics – New visual analytics empower marketers to test and monitor the effectiveness of every interaction, and visualize which channels, messages and times are performing best, beyond just clicks and web conversions. Now marketers will be able to track and test every part of the journey in real time against goals using behavioral data such as purchases, downloads, loyalty achievements and app usage.

The next generation of Journey Builder was unveiled by ExactTarget Marketing Cloud CEO Scott McCorkle today before press and analysts in San Francisco, and will also be featured at Connections, the conference for digital marketers. Marketers from around the world will attend the three-day event, which takes place September 23-25, 2014, and features keynotes from salesforce.com CEO Marc Benioff, entrepreneur, musician and philanthropist will.i.am, GE SVP & CMO Beth Comstock and DonorsChoose.org CEO Charles Best.
Global Marketing Leaders Deliver 1:1 Customer Journeys at Scale with the ExactTarget Marketing Cloud
ExactTarget Marketing Cloud, the platform for 1:1 customer journeys, accelerates the marketing of leading companies such as Microsoft, Sony PlayStaytion and SkyMall. The ExactTarget Marketing Cloud enables marketers to build a single view of the customer, plan and optimize the customer journey, deliver personalized content across every channel and device, and measure the impact on their business.
Pricing & Availability

  • ExactTarget Marketing Cloud Journey Builder is generally available today for customers. Journey Maps, Journey Triggers and Journey Metrics are scheduled to be generally available in Q3 FY15.
  • Pricing starts at $5,000 per year for a subscription license, along with tiered pricing based on the number of messages sent (CPM).

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]