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Dreamforce 2017 had more strategic content and Trailblazer use cases for financial services marketers than ever before. Couldn’t make it to the conference? Missed that special breakout session? We’ve got you covered. This blog is part of financial services session recaps. Check out the rest of our coverage.
The Trailblazers at Fidelity Investments are redefining what it means to invest in one’s future.
At the Dreamforce Marketing Cloud Keynote, marketers from around the world got a firsthand look at how Fidelity is changing the game for the financial services industry — and engaging consumers across the complete investor journey.
“Everybody’s path to retirement is different,” says Brian Murphy, Head of Marketing, Fidelity Workplace Investments. “But very few have a plan to get there. It’s our job to help them create that plan.” Investing and goal-setting for the future are very personal endeavors, so the company doubled down on personalizing every client relationship with help from Salesforce.
Fidelity moved from a siloed approach to consumer-focused, journey-based marketing. Connecting real-time data between Service Cloud and Marketing Cloud, the Fidelity team executes client journeys with Journey Builder.
Salesforce Senior Vice President of Product Management Joanna Milliken demonstrated one of these sophisticated Fidelity marketing journeys.
“A 70-year-old financial services company is blazing the trail,” Joanna said, referring to the new strategy Fidelity’s “Moments That Matter” strategy. The big idea was to take the brand from a single-channel focus to 1-to-1 consumer journeys — and ultimately connecting sales, service, and marketing in one seamless experience.
One leader of this initiative is marketing superstar Tracey McMullen, Director of Marketing Automation, who won the Fidelity President’s Circle Award because of the impact her work had on the business.
Joanna showed how Tracey and her team use Marketing Cloud to send over 1 billion messages a year to 28 million consumers, achieving critical engagement on a massive scale.
Journey Builder helps make it possible for Fidelity to completely connect the entire consumer journey. “Every moment that matters,” she said. “Not just the digital experience.” A lot of the consumer experience happens outside the marketer’s control — sales calls and service cases, for example.
“And that’s why we’re launching Distributed Marketing,” said Joanna, in one of the keynote’s big announcements. Distributed Marketing in Salesforce empowers everyone who interacts with a Fidelity client — even non-marketers, including partners, franchisees, and advisors — to contribute to the overall, holistic, personalized journey.
In addition, a new integration between Journey Builder and Community Cloud will make it possible for marketing teams like the Trailblazers at Fidelity to grow online communities and automate engagement there, building brand advocates.
Learn more about these and other new product features in “What You Need to Know from the Marketing Cloud Keynote.”
Then there’s Salesforce’s new partnership with Google Analytics, the most-used web analytics platform in the world. “This is two industry leaders joining forces, and it couldn’t be more exciting for marketers,” said Joanna.
So how does Fidelity actually leverage all these features to build engaging client journeys? Joanna demonstrated one such process. With a fresh, Lightning-driven design, the Marketing Cloud homepage gives Fidelity marketers quick access to favorite channel Studios, Content Builder, and Contact Builder.
But that’s just the start. The Salesforce Platform is “streamlining everything into a single user experience: a single workflow for all channels,” Joanna said. “This will all come together in Journey Builder.”
Say Tracey wants to build a journey for Fidelity clients to complete their 401(k) enrollment. She could choose Einstein Multichannel Engagement from a menu of templates and get started right away with a preconfigured journey.
The first step is Einstein: Salesforce AI splits Tracey’s audience into groups who are and aren’t likely to engage with email.
“It is time that we stop sending email messages to people who we know aren’t going to engage with them,” said Joanna. “You now have the tools to do it — Einstein does all the work for you.”
Einstein, she said, puts an end to list fatigue — and can increase ROI for email even more.
In a new unified workspace, Tracey can do everything from audience segmentation to message creation. Once her audience is selected (first, she’ll work with the “likely to engage” crowd), she can start using cool new content by dragging and dropping components right into the email: eye-catching, animated CTAs, for instance.
Next, Tracey will preview and test her email. “Send-button anxiety is a real condition,” Joanna said. “Testing is a really critical step for every email marketer.”
After testing comes scheduling — and that’s it. It’s faster, requires fewer clicks, and can be done without leaving Journey Builder.
For her second audience segment — app users unlikely to engage with email — Tracey can try something different. She can send them a push message as part of their journey. Again, the Fidelity team is enjoying the single workflow and user experience for all channels.
In this case, Tracey would use all her marketing channels to lead clients to the website to complete their 401(k) enrollment. That’s where the native integration with Google Analytics 360 comes in handy. Users are one click away from seeing messaging and web behavior side by side with the new Journey Analytics dashboard.
Tracey can tell at a glance that her team’s enrollment goal isn’t where they want it. She can also tell that people are spending more time on the “Help” page than any other part of the Fidelity enrollment site. That’s a great insight. Now Tracey and team know their clients are getting stuck, and they can address this in the journey itself. She can automatically retarget those consumers searching for help and send them educational content.
That’s the power of Marketing Cloud and Google Analytics 360.
Finally, what about those clients who aren’t likely to engage and don’t even have the mobile app to receive push notifications? Tracey can go into their journeys and set up a task for a service rep to reach out to them directly over the phone — which shows up in the Service Cloud console.
Because of Distributed Marketing, the service rep can see a list of available journeys and send clients on related, pertinent journeys on their own. That’s how connecting sales, service, and marketing humanize the relationship between Fidelity and its clients.
See this demo in action in the Marketing Cloud Keynote. Watch on demand now.
At the Dreamforce Financial Services Keynote, SVP and GM of Financial Services Rohit Mahna emceed an all-star lineup of presenters and exciting announcements.
This year, Salesforce launched Financial Services Cloud for Retail Banking. Now, Rohit said, is the time to leverage technology to rise to the forefront of the Age of Intelligence. In particular, AI helps financial marketers be smarter with every interaction.
One financial institution already blazing this trail is Citi. A global bank with hundreds of millions of customers, Citi puts every one of them at the center of what they do — at scale. Citi believes technology is the bank of the future — and with Salesforce, this team leverages every consumer experience to be the always-on financial partner.
Check out Citi’s success story in a new film.
Kelly Utley, Salesforce’s Senior Director of Product Management, demonstrated one of Citi’s Financial Services Cloud use cases.
In her scenario, a Citi advisor helps an eligible client discover and apply for Citigold. Segmenting audiences by consumer behavior and needs — rather than outdated factors like AUA, AUM, or account balances — means banks can find prospects to provide them with services they require (like a credit card or loan). This is one way marketers discover new clients in Salesforce DMP.
Citi can pinpoint the existing clients who would benefit from Citigold, too. In the Financial Services Cloud dashboard, an advisor views Einstein-generated leads for clients who would benefit from other services, such as a Citigold card. Each lead can be explored more deeply with the customer’s full profile (and even social media feed), available without ever leaving the Salesforce console.
In one click, the Citigold offer is sent to the lead, closing the loop in just a few short steps.
It doesn’t stop there: With the customer’s real-time profile, Einstein keys Citi reps into life events like the birth of a baby (even adding the new family member to the client’s relationship list). Now the Citi team knows to reach out with relevant offers like mortgage rates.
Even conversations started by the customer in the Citi mobile app — and their takeaway action items — are added to the dashboard in real time. Einstein will route those actions and leads to the most qualified representative.
Want to see all this in action? The full demo starts at the 17-minute mark of this on-demand video.
Following the Citi presentation, Rohit made an exciting announcement: With its customers, Salesforce has cocreated Financial Services Cloud for Wealth Management. This new arm of the financial services product reimagines what high-touch relationship management can be. Learn more about it in “Accelerate Innovation to Be the Bank Your Customers Love.”
Finally, Rohit welcomed President and Co-Founder of Kiva, Premal Shah. Kiva was created to “connect people through lending to alleviate property.” Website visitors can sift through profiles of low-income entrepreneurs. “Maybe a woman in Kenya wants to buy a cow to start a dairy business. You can help crowdfund her loan,” Premal said.
Through Kiva, citizen lenders have contributed over a billion dollars to support 2.5 million low-income entrepreneurs in over 80 countries. Three of every four of these businesses are run by women.
Kiva’s managed all this with a relatively small staff, using Salesforce to scale the workload.
“To me, innovation is discovering and meeting true human needs,” Premal said. Paying attention to the specific numbers and circumstances of the financially excluded worldwide (about 2 billion adults), the Kiva team leverage technology to bring down the cost of opportunity for them.
“I believe we are in a historic homestretch to end severe poverty in our lifetime,” said Premal.
Learn more about Kiva — and make a contribution.
Premal’s Q&A concluded the keynote, but the conversation — and revolution — continue. Catch up with recaps for Dreamforce financial services sessions.
