(lively music)
Narrator: Corporate marketers are often the stewards
of customer experience
but what if most of your customer touch points
are outside of the corporate marketing department?
That's where distributed marketing comes in.
Distributed marketing empowers those
not on your immediate team
with content, resources, and easy-to-use tools
to deliver seamless, on-brand customer engagement.
For example, that could be giving localized marketers
and other partners the resources they need.
For financial services brands,
that could be teams of financial advisers
spread across the globe.
In automotive, it could be individual dealerships.
Let's take a deeper look
inside the Customer Success platform
to see how distributed marketing works.
We're going to start in Marketing Cloud
by focusing on Journey Builder
where the corporate marketer creates
and deploys best practice customer journeys
for their advisors, owners or partners.
From the Journey Overview page,
the marketer has a lot of information at her fingertips.
First, she'll create her journey from scratch
where she can drag and drop activities
to create targeted engagement.
She can build a simple welcome journey
using the API Entry Event
and use this distributed marketing data extension
that she created previously.
Then she'll configure the journey
using email, a simple engagement split
and mobile and ad channels, all in just a few simple clicks.
Once she's finished building the journey,
she clicks Activate.
Next, she needs to connect the journey
to the campaign in Sales Cloud,
Service Cloud or Community Cloud.
For this example, we're going to connect
the journey to a campaign in Sales Cloud
where our financial advisor manages his book of business.
The marketer creates a new campaign
and connects the journey she created in Marketing Cloud.
Now her new welcome campaign is ready
for your distributed teams to start using.
The financial advisor is one of those people
who can implement the new welcome campaign
that the marketer just created.
He can access this in his Sales Cloud account.
This is where he manages his day-to-day activities
and entire book of business.
He just spoke to one of his new clients
and he wants to send some getting started resources
about Cumulus Financial.
He's now added the client
to the welcome campaign along with a few others.
Now he's ready to personalize and send the welcome campaign.
In it he can get a quick overview
of what messages are included,
he can view all of the contacts
he's added in the welcome campaign,
he may have a few people that he's not ready
to send the welcome campaign to,
so he'll go ahead and reject those.
Now he'll select each contact
who's ready to receive the campaign
and he will personalize each message.
Let's go ahead and personalize a message
for his most recent client.
He can get a quick overview
of the message and some personalization
based on the conversation he just had with his client
on the phone.
He can immediately preview how this email will display
for his client.
He saves this email and sends it out.
What a quick and easy way to deliver
an on-brand and highly personalized journey
that was built by the corporate marketing team.
The advisor can go back into the contact record
to see how his client has engaged with this email.
Here we can see that he is open and clicked
on the first email.
And he was sent a second email
but hasn't engaged with it yet.
And all of that engagement data is then pushed back
into Marketing Cloud
so that she has a complete visibility
into the journey engagement analytics
giving her the ability to optimize
for the best customer experience.
For more information, check out additional Marketing Cloud
basic videos and visit sforce.co/distributedmarketing.