More than ever, consumers expect seamless engagement from companies that is on-brand and personalized throughout their entire experience. That’s why 67 percent of marketing leaders say creating those connected customer journeys is critical to their success.
However, for organizations with large partner networks--such as franchisees, financial advisors, insurance agents or resellers--delivering connected consumer experiences is challenging. While the corporate office delivers on-brand marketing campaigns, it often fails at scaling to the “last mile” of personal engagement that only local partners can deliver on because they directly manage the consumer relationship. In addition, local partners often struggle to access and create corporate-approved marketing materials. This leads to disconnected experiences, and consumers feel as though two different companies are engaging with them.
Companies that are managing these large partner networks already rely upon Salesforce to power partner sales and create self-service communities. Now, with Distributed Marketing from Salesforce, corporate marketers can pre-build personalized customer journeys with Salesforce Marketing Cloud and deploy them to their partner networks. From there, partners using Salesforce Sales Cloud, Service Cloud or Community Cloud can easily manage and personalize these consumer journeys--such as on-boarding new clients, holiday promotions and renewals.
With Distributed Marketing from Salesforce, brands can:
Corporate marketing teams can develop best-practice consumer journeys using Journey Builder, Marketing Cloud’s cross-channel consumer engagement tool. They can then distribute those journeys to franchise owners, advisors and dealers using Distributed Marketing from Salesforce. For example, the corporate marketing team at an auto manufacturer can develop a holiday promotion journey for their dealerships to use when engaging with consumers who have expressed interest in a new car before the end of the year.
Partners such as financial advisors, insurance agents and dealership owners are not always marketers by trade, so understanding the importance of seamless marketing and executing on-brand messages can be complex. Partners can now easily access pre-built marketing journeys that they can personalize and send to consumers. For example, insurance brokers who want to engage with new clients can log into their broker portal powered by Community Cloud to access a showroom of available journeys for new client onboarding, and then deliver personalized, on-brand communication to their new customers.
It’s important for brands to understand how consumers are responding to marketing messages. At the partner level, advisors, franchise owners and dealers can now see how each individual consumer is interacting with the messages they’ve delivered, while corporate marketers can see how the journeys they’ve developed for partners have performed in an aggregate view. For example, after sharing suggested journeys with all of its franchisees, a fast food franchise can look at engagement analytics to uncover that email marketing works better than digital advertising when offering a seasonal discount.
Chris Lavoie, Vice President of Information Systems at Planet Fitness, one of the largest and fastest-growing franchises and operators of fitness centers in the U.S. with more than 10 million members and over 1,400 gyms, uses Salesforce to connect with its franchise owners and gym members.
With Salesforce, Chris and his team have improved how they manage their partnership with franchise owners, how they collaborate and how they streamline critical processes such as opening new stores. As a result, Planet Fitness has increased franchisee engagement almost 200 percent, boosted email engagement with 1.9 million emails sent to members per month and have handled 300,000 social customer service cases in the past six months.
“We’re excited about Distributed Marketing from Salesforce because it’s the next step for companies like ours to empower franchise owners to communicate with their members through curated marketing journeys and on-brand content. This kind of solution will have a big impact on driving Planet Fitness memberships and member engagement,” says Chris Lavoie.
Distributed Marketing from Salesforce is available as Salesforce Lightning components in Sales Cloud, Service Cloud or Community Cloud in limited pilot today, and is expected to be generally available in February 2018. Pricing will be announced at the time of general availability.
To learn more about Salesforce Distributed Marketing please visit the product page.