EXECUTIVE SUMMARY After the investment in Marketing Cloud, the value of the engagement. By leveraging email interviewees gained the ability to capture, analyze, marketing more effectively, the composite drives and act on higher quality insights more quickly. This an additional $1.7 million in profit from improved improved the efficiency and effectiveness of email communications. marketing campaigns and enabled marketers to • Better digital experiences leading to a 60% create more targeted digital experiences for engaged increase in incremental website visitors customers. Interviewees further reported converting to a purchase and 35% increase in consolidated and automated efforts to design, launch, average order value. Compared to the prior and report on digital marketing campaigns. Marketing environment, Marketing Cloud components on Cloud also helped interviewees’ organizations the composite organization’s website enhanced enhance their abilities to segment and activate site engagement and conversion, resulting in customer data. Additional key results from the business growth of $2.1 million from improved investment include improved alignment with website engagement. marketing and sales/commerce, increased incremental revenues from improved customer • A 10% reduction in media waste data prep journeys, and a better brand experience. automation with ad performance optimization. KEY FINDINGS Marketing Cloud helps drive significant marketing spend efficiencies by increasing the operational Quantified benefits. Three-year, risk-adjusted efficiency and cost effectiveness of digital ad present value (PV) quantified benefits for the spend. Fueled by growth in incremental composite organization include: revenues, the composite organization grows ad • A 50% increase in engaged customers from spend by $90 million over the three-year period, improved relevancy of marketing efforts. The with savings totaling $5.1 million. investment in Marketing Cloud provides a single • A 60% percent time savings on building and view of the customer, delivers faster time to value running marketing campaigns and 90%-time than prior marketing tools, and enables the savings on marketers’ campaign reporting composite to tap into new markets. By the end of efforts. Marketing Cloud helped streamline the the three-year period, the composite organization process to launch and evaluate successful gains a more comprehensive view of the marketing campaigns, from parsing and customer, grows its base of loyal and engaged segmenting quality customer lists to reporting on customers, and better targets its marketing campaign success. At the end of the three-year efforts, which increases incremental profit by $1.5 period, this results in $410,000 of avoided labor. million. Unquantified benefits. Benefits that provide value • Improved email personalization resulting in a for the composite organization but are not quantified 250% increase in email subscribers, 60% lift in this study include: in email conversion rate, and 35% growth in average order value. Marketing Cloud-powered • Positive impacts on employee experience. email personalization helps the composite • Improved growth mindset and focus on organization communicate at the right frequency innovation. with personalized elements that boost brand • Enablement support from Salesforce and partner consistency and better tools. This facilitates ecosystem. upselling, cross selling, and growing the overall THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 2