Salesforce Marketing Cloud Direct Mail

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Salesforce Marketing Cloud
IndustryMarketing automation
FoundedIndianapolis, Indiana
December 15, 2000
FounderPeter McCormick, Scott Dorsey and Chris Baggott
Headquarters
Number of locations
14[1]
Worldwide
Key people
Adam Blitzer, GM & EVP
Revenue$292.3 million (2012)[2]
1,800 (2013)[3]
ParentSalesforce.com
WebsiteMarketingCloud.com
ExactTarget Logo

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Salesforce Marketing Cloud is a provider of digital marketing automation and analytics software and services. It was founded in 2000 under the name ExactTarget. The company filed for an IPO in 2007, but withdrew its filing two years later and raised $145 million in funding. It acquired CoTweet, Pardot, iGoDigital and Keymail Marketing. In 2012, it raised $161.5 million in an initial public offering, before being acquired by Salesforce for $2.5 billion in 2013. ExactTarget was renamed to Salesforce Marketing Cloud in 2014 after the acquisition by Salesforce.

Corporate history[edit]

Salesforce Marketing Cloud was founded under the name ExactTarget in late 2000 by Scott Dorsey, Chris Baggott, and Peter McCormick with $200,000 in financing.[4][5] Joanna Milliken joined ExactTarget as the first employee in 2001.[6] It raised $10.5 million in funding from Insight Venture Partners in 2004.[7] The firm grew from $11.5 million in its second year of operations to $41.1 million in 2006, which was its first profitable year.[8] In December 2007, ExactTarget filed an intent for an initial public offering with the Securities Exchange Commission,[9] but withdrew its filing in May 2009.[7] Instead, it announced that $70 million in venture funding had been raised for international expansion, which was followed by another $75 million round later that year.[7][10][11][12] An office was established in London[13] with the acquisition of a UK-based ExactTarget reseller, Keymail Marketing, in September 2009.[14][15] The company hired 200 additional employees.[7] In 2010, ExactTarget acquired CoTweet, a company founded in 2008 that develops and markets software for managing multiple Twitter accounts.[16]

ExactTarget went public in March 2012[17] and raised $161.5 million in funding on the New York Stock Exchange.[18] In late 2012, it acquired a marketing automation vendor, Pardot, for $96 million, and the developers of a product recommendation engine, iGoDigital, for $21 million.[4][19] In 2012, its revenues grew 40 percent over the preceding year.[20] The following June, ExactTarget was acquired by salesforce.com for $2.5 billion.[21] A few months later, salesforce.com said it was laying off 200 staff due to overlaps after the ExactTarget acquisition.[22] That September at the ExactTarget Connections conference, salesforce.com said it was integrating ExactTarget into a new division called Salesforce ExactTarget Marketing Cloud.[23]

In May 2014, Scott Dorsey stepped down as CEO of ExactTarget and was replaced by Scott McCorkle.[24] The company was renamed in October 2014 to 'Salesforce Marketing Cloud', removing 'ExactTarget' from its name, as part of its integration with Salesforce.[25]

Salesforce has plans to move Marketing Cloud to Microsoft Azure.[26]

Software and services[edit]

Salesforce Marketing Cloud develops marketing automation and analytics software for email, mobile, social and online marketing. It also offers consulting and implementation services.[27] The software is sold primarily on a multi-year subscription basis. The price of the subscription is based on what features are enabled, number of users and level of customer service.[28]

The software's Interactive Marketing Hub was released in 2010, when the software's user interface was re-done. It serves as the software's primary user interface for managing communications and content through different media.[29][30][31] The Salesforce Marketing Cloud software is offered in a hosted, online subscription model.[9] The company owns the CoTweet,[30] Pardot, and iGoDigital tools. Its mobile features, as well as many of its workflow and collaboration tools, were released in July 2013.[32]

Salesforce Marketing Cloud was founded as an email marketing vendor.[7] Its email management software maintains mailing lists and schedules[33] and modifies email messages based on what recipients read, click-on or forward.[34][35]

In September 2014 the company introduced the Journey Builder for Apps, which is intended to create customer lifecycle maps of mobile app users.[36] That month, at the September 2014 ExactTarget Connections conference, they announced numerous updates to their software. This included integration with software products owned by Salesforce.com, such as Buddy Media and Social Studio, as well as improvements to workflow and content management tools.[37]

In November 2014 the company released a new version of Social Studio. This release expanded Social Studio beyond Salesforce's Marketing Cloud, where it started, integrating it with the Service Cloud and the Sales Cloud. This enabled sending leads over to the Sales Cloud — the salesperson can see the full context of the company's social media interactions with the lead.[38]

Operations[edit]

As of December 2012, about two thirds of ExactTarget's 1,500 employees were located in Indianapolis.[4]

The company hosts an annual user conference called Salesforce Connections, previously the ExactTarget Connections Event.[39] The first Connections event in 2007 attracted 500 attendees, and it has since grown into one of the largest conferences on digital marketing. The event was located in Indianapolis from 2007 until 2014, New York City in 2015, and Atlanta in 2016. It did not occur in 2017 as it was merged with world tours, and was brought back in Chicago in 2018.[40] As of April 28, 2016 the conference was renamed Salesforce Connections.[41] It merged with Salesforce World Tour in 2017.[42]

References[edit]

  1. ^Global Offices, ExactTarget
  2. ^ExactTarget Announces Fourth Quarter and Full Year 2012, ExactTarget, December 31, 2012, retrieved September 25, 2013CS1 maint: discouraged parameter (link)
  3. ^Human, Dan (August 29, 2013). 'ExactTarget parent cutting 200 jobs worldwide due to merger'. Indianapolis Business Journal. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  4. ^ abc'Digital marketer ExactTarget splashed onto NYSE'. Indianapolis Business Journal. December 28, 2012. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  5. ^Mitra, Sramana (February 2, 2012). 'ExactTarget Rides Email Marketing Wave'. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  6. ^http://www.prweb.com/releases/2015/05/prweb12690686.htm
  7. ^ abcde'The $100 million Revenue Club: ExactTarget'. The Wall Street Journal. February 10, 2010. Retrieved September 26, 2013.CS1 maint: discouraged parameter (link)
  8. ^Andrews, Greg (December 17, 2007). 'Breaking: ExactTarget plan $86M IPO'. Indianapolis Business Journal. Archived from the original on December 18, 2013. Retrieved September 24, 2013.
  9. ^ ab'FORM S-1 REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF 1933'. Retrieved 2018-10-27.CS1 maint: discouraged parameter (link)
  10. ^Tartakoff, Joseph (May 7, 2009). 'E-Mail Marketer ExactTarget Raises $70 Million from Venture Firms; Delays IPO'. CBS News. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  11. ^Mullaney, Tim (May 14, 2009). 'DigitalGlobe Shares Advance after $279.3 Million IPO'. Bloomberg. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  12. ^Hosford, Christopher (May 7, 2009). 'ExactTarget secures $70 million venture capital investment'. BtoB Magazine. Archived from the original on December 13, 2013. Retrieved September 24, 2013.
  13. ^MacMillan, Gordon (March 3, 2010). 'Twitter welcomes ExactTarget acquisition of CoTweet'. BrandRepublic. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  14. ^Hosford, Christopher (September 8, 2009). 'ExactTarget establishes direct European presence with acquisition'. BtoB Magazine. Archived from the original on December 13, 2013. Retrieved September 24, 2013.
  15. ^'ExactTarget acquires CoTweet'. The Deal Pipeline. March 2, 2010. Archived from the original on March 2, 2014. Retrieved September 24, 2013.
  16. ^Ingram, Matthew (March 2, 2010). 'Worlds of Email Marketing and Twitter Collide'. Giga Om. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  17. ^Tan, Anjelica (March 22, 2012). 'ExactTarget Soars in Debut after Initial Public Offering'. Bloomberg. Archived from the original on March 2, 2014. Retrieved September 24, 2013.
  18. ^'Venture-backed IPOs raised $1.5 billion last quarter'. Reuters. April 2, 2012. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  19. ^Brosnan, Rob (October 11, 2012). 'ExactTarget Acquires IGoDigital and Pardot'. Forrester. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  20. ^Fletcher, Chris (April 23, 2013), Magic Quadrant for CRM Lead Management, Gartner, retrieved October 19, 2014CS1 maint: discouraged parameter (link)
  21. ^Hesseldahl, Arik (August 29, 2013). 'Can Salesforce Keep its Cloud Business Growing'. AlllThingsD. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  22. ^Bort, Julie (September 4, 2013). 'Salesforce Cuts 200 Jobs from Marketing Cloud Thanks to ExactTarget Acquisition'. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  23. ^Konrad, Alex (September 18, 2013). 'Announcing New Partnership, Salesforce and Workday Crash Oracle's Earnings Day'. Forbes. Retrieved October 31, 2013.CS1 maint: discouraged parameter (link)
  24. ^Swiatek, Jeff (June 3, 2014). 'New ExactTarget CEO predicts accelerated growth'. Indianapolis Star. Retrieved July 1, 2014.CS1 maint: discouraged parameter (link)
  25. ^Council, Jared (October 9, 2014). 'Salesforce drops ExactTarget name from flagship product'. Indianapolis Business Journal. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  26. ^'Azure'.
  27. ^Products, ExactTarget, retrieved September 25, 2013CS1 maint: discouraged parameter (link)
  28. ^Amendment No. 1 to Form S-1 Registration Statement, Securities Exchange Commission
  29. ^Gonsalves, Antone (October 4, 2010). 'Twitter CEO Williams Steps Down'. InformationWeek. Retrieved October 31, 2013.CS1 maint: discouraged parameter (link)
  30. ^ abDiana, Alison (September 17, 2010). 'Twitter Touts Redesign's Advantages for Marketers'. InformationWeek. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  31. ^Interactive Marketing Hub, ExactTarget
  32. ^Levine, Barry (September 19, 2013). 'Marketing Automation Provider ExactTarget, on a Roll, Launches New Email Products'. CMS Wire. Retrieved September 24, 2013.CS1 maint: discouraged parameter (link)
  33. ^Entrepreneur Press (1 March 2009). Start Your Own E-Business. Entrepreneur Press dba Entrepreneur Media, Incorporated. p. 131. ISBN978-1-61308-065-8. Retrieved 25 September 2013.CS1 maint: discouraged parameter (link)
  34. ^Maximizing Your Sales with Microsoft Dynamics CRM 4.0. Cengage Learning. 2009. pp. 229–. ISBN978-1-59863-837-0. Retrieved 25 September 2013.CS1 maint: discouraged parameter (link)
  35. ^Cindy Krum (February 25, 2010). Mobile Marketing: Finding Your Customers No Matter Where They Are. Pearson Education. pp. 112–. ISBN978-0-7686-9479-6. Retrieved September 25, 2013.CS1 maint: discouraged parameter (link)
  36. ^Nicastro, Dom (September 23, 2014). 'Salesforce ExactTarget Marketing Cloud Gets Personal with Apps'. CMSWire. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  37. ^Martinez, Juan (September 24, 2014). 'Salesforce to add content management tools to the ExactTarget Marketing Cloud'. TechRadar.
  38. ^https://techcrunch.com/2014/11/19/salesforce-social-studio-revamp/
  39. ^VanBoskirk, Shar (September 15, 2011), Making Connections Through Exact Target, Forrester, retrieved October 19, 2014CS1 maint: discouraged parameter (link)
  40. ^Swiatek, Jeff (September 25, 2014). 'ExactTarget will move huge Connections conference to New York'. Indianapolis Star. Retrieved October 19, 2014.CS1 maint: discouraged parameter (link)
  41. ^Simon, Kelley. 'ExactTarget Connections is now Salesforce Connections'. Marketingcloud.com. Retrieved 31 May 2017.CS1 maint: discouraged parameter (link)
  42. ^Liegl, Julie (12 January 2017). 'Transforming Salesforce Events in 2017'. Salesforce.com. Retrieved 31 May 2017.CS1 maint: discouraged parameter (link)

External links[edit]

Retrieved from 'https://en.wikipedia.org/w/index.php?title=Salesforce_Marketing_Cloud&oldid=1019434414'

Learning Objectives

Cloud

Salesforce Marketing Cloud Login Url

After completing this unit, you’ll be able to:

  • Enable Reply Mail Management in your account.
  • Configure how your account handles incoming requests.
  • Decide how your forwards appear.
Salesforce

We’ll Get Back to You

If you sent out fifty thousand email messages, whether marketing or transactional, you could potentially receive fifty thousand replies. That’s a lot of responses. You probably couldn’t read all of them—much less cobble together a useful reply to each individual. And the truth is, you don’t need to read them all. More than likely, they are unsubscribe requests that don’t use the unsubscribe link or just the odd reply. So while you don’t need to read them, you can’t ignore them either. That’s why Marketing Cloud provides Reply Mail Management (RMM), a tool that helps automatically process any messages coming to your From addresses in Marketing Cloud.

RMM addresses automated replies produced by nearly all email software in use today. In most situations, RMM can handle more than 90 percent of incoming messages by either sending an automatic reply to the sender or forwarding the incoming message to the appropriate email address for further review. Let’s take a look at the general process.

The process looks simple, but just imagine all of the auto-replies, out-of-office messages, or other responses this tool can handle for you. Plus, you can sort out the messages that require attention while still making sure basic tasks (such as handling manual unsubscribe requests) are processed correctly. So let’s review what information is needed to enable RMM for your Marketing Cloud account.

Set Up RMM

RMM is a part of the Sender Authentication Package (SAP), and you will need help from your Marketing Cloud account rep to get everything configured. As part of the process, you need to provide the following information.

  • Email Display Name—this information is the From name for the replies you send. We recommend you make this personal. Use the actual name of the person that handles the replies, or at least use your friendliest customer service organization name, such as [email protected]
  • Reply Subdomain—this is the subdomain that handles all of the RMM rules, such as reply.example.com. RMM uses this subdomain to make sure that it handles all of the replies and forwards correctly.
  • Email Reply Address—this email address joins the Email Display Name in the From information of any replies RMM sends. And while it looks like an email address—when the time comes, it transforms into a forwarding address to RMM for processing. Magic! You can use a string for this value or define it via a sender profile (which we cover in the next unit).
  • DNS Record Redirect Complete—this checkbox indicates that you already completed the DNS record direct to Marketing Cloud. Since you’ll be working with your Marketing Cloud account rep to accomplish this task, you should wait for their approval before enabling this feature. Trust us, they’ll tell you exactly when it needs to happen.

After you’ve entered this information, you can tell RMM exactly what to do with incoming email messages. In kind terms, of course.

Salesforce Marketing Cloud Overview

Follow the Rules

RMM follows some logical rules when filtering all of the incoming messages from your Marketing Cloud sends. First, RMM handles all of the auto-replies and out-of-office messages. Because, let’s face it, you probably don’t need to know that Joel will be back in the office on Monday after his hiking trip. We recommend automatically deleting these messages. In case you do want somebody to review them, you can set that up as well.

Instead of using the unsubscribe link, some folks may send in a message asking to be unsubscribed from your mailings. You still need to honor those requests, so RMM looks for some common unsubscribe terms in the subject line or first 200 characters of the message. If a match is made, RMM unsubscribes that email address.

You can review a complete list of terms under Reply Rules to see what RMM checks for when processing unsubscribes. We think it’s cool that RMM looks for common misspellings, too.

What Is Marketing Cloud Salesforce

If the reply doesn’t match any of these conditions, you can set up an automated response that says something like, “Thanks for your response, we’ll get back to you as soon as possible.” RMM provides a default email option, but you can also set up a custom response with more specific information. Or you can choose not to send a response at all.

Next Steps

These RMM settings and rules contain the basic information necessary to handle incoming replies, but you can also use a sender profile to expand your reply options. And because all Marketing Cloud accounts require a default sender profile to manage your sends, you’re likely already familiar with how to set one up. In the next unit, we take a look at how sender profiles, delivery profiles, and send classifications make handling all of your sends much easier.

Salesforce Sales Cloud

Resources