Salesforce’s largest conference includes four days of sessions, workshops, networking, parties, and growth opportunities. As a Platinum Salesforce Consulting Partner, our team of Salesforce experts traveled to San Francisco to join in the fun—and bring back what we shared, learned, and were recognized for at Dreamforce 2019.
Kristen Miller, Manager of Project Management
My second Dreamforce was as much of a whirlwind as my first, but I walked away with three main topics running through my mind: streamlining the presentation of data, building a Center of Excellence (CoE) within your business, and embracing a sustainability model.
In order to truly succeed in your digital transformation plans, businesses need to develop the processes, technology, and simplicity to execute their goals. With a proper CoE in place, brands can focus on simplicity without impacting effective complexities within an organization—as these intricacies are often your competitive advantage.
Finally, it’s no longer enough to offer a great product or service, but rather consumers (and employees) are looking for more: sustainability and philanthropy. And as a company, you’re now asked to provide accurate visibility of your impact—and of course, there’s now a cloud for that!
Tony Toubia, Director of Relationship Marketing
Dreamforce never disappoints, but this year was more exciting for us marketers than I can recall in years past. Specifically, there was a real feel that marketing and service are so closely aligned that they almost have to be mentioned in the same breath.
That was readily apparent in all Customer 360 conversations, as well as some highly compelling sessions. For example, the long-anticipated Interactive Email capabilities stemming from the Rebel acquisition, which allows customers to interact within an email as if it were a microsite. This was long viewed as a means to facilitate ecommerce interactions, but now brands like Party City are infusing service into that conversation and providing users with the ability to open a customer service case directly from their inbox.
With shoppers instinctively returning to order confirmation and e-receipt emails to find out who to contact for customer service issues, marketers can now deliver a seamless user experience while keeping customers happy, call volume down, and one-to-one personalization moving at the speed of consumers.
Dreamforce left us with no shortage of amazing anecdotes where brands are working to exceed consumer expectations by leveraging technology. As a consultant to brands, I’m thankful to be in a position to help our clients navigate the many new capabilities and choices available as they look to blaze their own trails in 2020.
Travis McCan, Senior Relationship Marketing Strategist
My takeaways from Dreamforce begin with data, which continues to be the key to everything regardless of industry. With two of the largest announcements being data focused—Customer 360 and Tableau— the value of data is clear and will continue to become more important as AI progresses.
With all the flash and excitement around cutting-edge technology, it was the basics or foundational aspects that many were asking me throughout the week. Making sure inbox placement and basic automations are in place (and working) is the first step to any email journey discussed at Dreamforce.
Finally, the lines between industries are blurring. Nonprofits spoke about personalizing donor journeys and using AI to react to key moments of interaction. Retailers spoke about personalizing the shopping experience and using AI to react and make the correct offer at key engagement moments. It’s the same plan, but different terms and offers.
As technology advances, the foundations of marketing will all look similar, but the messaging, branding, and storytelling will differentiate industries and brands.
David Adler, Salesforce CRM Consultant
With the rebranding of the Customer Success Platform to Customer 360, Salesforce is doubling down on the consumer experience and making it possible for brands to stitch together a connected journey that incorporates meaningful engagement moments at every touchpoint.
Some exciting technology advancements and announcements—such as bringing telephone services to the cloud through an expanded partnership with Amazon Web Services (AWS) and building out the Einstein AI capabilities—will allow for more real-time data to be captured in the platform. These also provide businesses with next-best-action recommendations for engaging with customers at any touchpoint.
With the Customer 360 Data Manager product, conversations focused around the power this capability is bringing to businesses. Providing brands with visibility of the person and not the data will unlock new insights that businesses can use to shape the customer experience they are building.
Pete Shea, Business Development Director
One session I thought was extremely insightful at Dreamforce this year was the retail and consumer goods roundtable discussion with Salesforce VP of Global Business Consulting Ryan Warren and DEG Director of Channel Strategy John Stauffer. It focused on managing your business through the lens of customer lifetime value (CLV).
While it would seem like CLV would be an important perspective for any business—especially with loyalty being such a hot topic—most companies don’t attempt to even approximate this analysis and strategy. Instead, businesses spend time on the traditional attribution and ROI analyses we all know.
One company that’s using a CLV perspective is RB, makers of Enfamil, Woolite, Lysol, Scholl, and Clearasil to name a few. The company’s presentation at Dreamforce focused on its marketing strategy as executed on the Salesforce Customer Engagement Platform, predominantly using Audience Studio, Marketing Cloud, and core CRM. RB has a strategic platform called CARE, which is driven by CLV and aligned with the roundtable discussion with Ryan and John.
I think brands should lean into the CLV model of measurement as they look to marketing in 2020.
Next step: 2020 planning
As we head into the holidays and wrap up 2019, our DEG experts are focused on the coming year—and what the Salesforce ecosystem has to offer brands. We’ll be detailing any big updates throughout the year and sharing our knowledge with clients, prospects, and readers, like you.
What’s your biggest hope for your 2020 marketing plan? Tell us in the comment section below.