Salesforce Connections 2019 Keynote - Ch. 4: Transform Business Engagement | Salesforce

All right, everyone, one more amazing story not to miss. We're going to shift gears and we're going to talk about transforming business engagement at conagra. And we're going to do that through the eyes of Dalou Jackson, our VP of precision marketing. Let's take a look and see what Delew has to say.

I've been fortunate to have some great leaders and mentors in my career, and I think the leaders across those different companies and the diversity of those experiences have prepared me for today because it taught me that if you just think of yourself as a true consumer innovator, then you just have to keep pace with that consumer. Consumers are changing. The technology is empowering them like never before. You have to watch that transition based on that technology and think, how do I apply my conagra brands to that dynamic environment?

Whether that's snacks or breakfast or meals, our goal is to provide people great quality food meets their monitored expectations of what food should be, and it's very conveniently delivered to them when they need it. I think the challenges we're facing in the marketplace are it's rapidly changing. There's more change in the last five years than there's been in the last 50. So for us, it's how do we respond, how do we identify those changes faster than our competition?

It's really been important for us to bring new capabilities forward to achieve the vision that we see in modern marketing. And the Salesforce platform has helped us not only scale what we did today, but but prepare us for the future.

Salesforce for us has really brought together the digital information in one place. Having all the right members of the team to be able to access that in a much faster, more robust way than our previous tools led us.

The partnership is really how you bring those insights in and then activate it. Using the Salesforce platform, you know what the consumers are looking for. You then have the products, and it's really the marriage of the product with the content to then be able to respond back.

When we listen to social engagements directly with our businesses, we participate in those those conversations and provide solutions to those consumers.

We get feedback all the time. I love seeing the constructive feedback because that tells me we're doing something that could be better. When you look at the future and where we're going, insights are going to come in faster. The ability to act on those insights is only going to get faster. We see the capabilities as endless.

It's just beyond our capacity as people to manage that much information. It will require those advanced technologies to bring together what consumers are asking, what they're telling and what they're sharing. And that technology is helping us to reach more consumers in a more meaningful way.

Thank you. Here to share us the story of conagra colleague and friend, Sarah Patterson. All right, thank you, Stephanie, for that warm introduction and Gwen Stefani for the awesome walk up song. All right, we are entering into our last chapter and I am so honored to get to share this with all of you because for me, this is personal. So for everyone, you have something that is there for you in the good times, but also in the bad. And for me, that something is popcorn. So back in high school and college, I could take down two to three bags of popcorn in under an hour. It was truly a feat. And my popcorn of choice, Orville Redenbacher. The extra buttery kind. But flash forward to today. I am a mom. I'm trying to make healthier choices and be a role model. So there is a new popcorn in my life. Boom chickapop. Now, what do these brands have in common? They are conagra brands. Conagra is a hundred year old company and they have over 100 of these iconic global brands. Brands like Orville Redenbacher and Hunts Tomatoes that we all know and love. But as you heard in that video, the world is rapidly changing. And ConAgra is feeling like their world has changed more in the past five years than it has in the past 50. But for them, they have seen this as a huge opportunity. An opportunity for them to reinvent themselves as a new type of consumer goods company. One that puts their customer at the center of everything they do. And their customers, they're you and me. They're the people that buy their products every day. But they are a huge B2B company. In fact, over 80% of the world's commerce is sold through the B2B channel. And Conagra is no different. So for their customers, they had two main problems that they wanted to solve. The first one is that they wanted to empower their marketers to make demand driven, insights driven decisions. The second is that they wanted to create a new type of partner portal. A one stop shop where their partners could go to get all the information that they needed right at their fingertips. And this was going to help conagra scale. So for this, they came to Salesforce. They came to us because we have the Salesforce Customer360. We have all of the products that they needed to make this transformation. But more than that, they came to us because they wanted a partner. Someone who had been on this journey. And I'm so excited to get to share this story because we also let's give a warm welcome. We've got some of the ConAgra trailblazers here with us today. Thank you for letting me share this and my love of popcorn. But this is now the Conagra Brands360. This is the vision that Dalu Jackson and his team of trailblazers came up with. This is how they are transforming their company. And for them, it all starts with marketing. It's using insights to make sure they're delivering the right message to their customers. From there, it's using sales cloud to do one to one selling or to create a partner portal where their partners can go to get all the information that they need, even place their orders through our B2B commerce product. And of course, service is at the heart of all of this because they want to be there to answer their customers questions no matter when they happen. And for this I am so proud to say, because I've worked on this product for the past seven years, that we have the market leading service product. And the reason that we do is because we help you bring all your data together and put that in front of your agents. We help you to empower your agents and your customers with AI and we help you to deliver personalized service across any channel that your customers are on. And just earlier this week we announced that this all got a whole lot better because we have extended our digital service so now you can connect with your customers on any channel they're on, be it text Message, Facebook Messenger, WhatsApp, WeChat, now with bots. And we've made it easier than ever to get all of this set up. All right, enough talking about this. Let's dive into our last live demo of the day. So join me in giving a big hand to our demo team. Kara and Julia, thank you. And our journey here starts with Lucinda. Lucinda is a marketing manager for conagra, probably like a lot of you in the audience here today. And she is using Datorama to try to make decisions on what customers do, not just what they say they're going to do and certainly not on what she thinks they are going to do. Now I can tell you that when we bought this product, I geeked out on it more than I'm going to geek out. So for Gwen Stefani tonight, because this solves a huge problem I've had as a marketer and that's that it's really hard to get a single view of all of your Marketing campaigns. A couple years ago, I ran marketing at a startup and I had to go to over 10 different sites, email marketing, webinar tools, Google, paid social ad agencies to try to get a view of how my campaigns were performing. You can pull all that data into Datorama in a matter of weeks and then you can set up a dashboard like this in under a week. Now for Lucinda, this is a total game changer. She sees how every dollar she is spending impacts conagra's bottom line. She sees her spend, her revenue, her roi. She sees how this maps out by all of conagra's different brands. When she tabs over to take a look at the channels, we're actually aggregating all that data to let her know how that spend is playing out across all those campaigns. And here she sees she's spending a lot of money on social, but that's not her top revenue channel. This is a great opportunity for her to move some of that money around. But for Lucinda, right now, she knows fourth of July is coming up. She's got to figure out a brand new campaign she can run to help some of her partners figure out how they are going to take advantage of that. So she tabs over to that campaign detail page and she starts looking for what is she going to run that campaign on. And she sees right there, the better for you snacking campaign. And when she digs into all of the data around this, this is a campaign that's getting insights out to people like you and me on how we can eat healthier products. She starts to see that this one is performing off the charts. This is awesome. But you know what, she still doesn't know where to start. How does she create this campaign? Well, she goes back to that homepage because she remembers seeing a little insight in the top right hand corner. AI was actually telling her that this better for you snacking campaign was crushing it when it was being run by a partner, Astro Snack Delivery. Now this is awesome because Lucinda knows exactly what she needs to do. Create another killer email campaign for Astro and get them up and running for this fourth of July holiday. But this begs the question, how does she get this out to Astro Snack Delivery? Does she know the marketing person there? Does she know how to email them and get this to them? Well, this is where conagra turns to our sales cloud partner relationship management tool. This is how they're getting scale and enabling all of their partners. Whether you're a small business mid size or a large enterprise, this is a way you can Provide personalized service to all, all of your partners. And right here we're taking a look at Lee's partner portal. Now Lee runs Astro Snack Delivery and this is his one stop shop for everything that he needs from ConAgra. He can see how his emails have performed today. He can even see new campaigns that he can access and run for his customers. Like this one that Lucinda just set up for the fourth of July. He can set this up. He can use the messaging as is or he can even go in and customize it. That's pretty awesome. All right, but now he's got a quick question about how is he going to restock his warehouses for running this campaign. Well, because ConAgra has set up this incredible experience here, he doesn't have to go anywhere else. He can access their B2B commerce site right from within the portal. Now I love this because as a working mom, I am a huge online shopper and we have taken all of the best of your B2C shopping experiences and brought it right in here for our B2B customers. He can see all of his recent orders. He can see this new flavor Boom Chicka Pop, that berries and cream flavor that ConAgra wants him to know about. And when he goes to reorder, it doesn't take him 10 clicks or eight clicks. He can do so in just two clicks. He can order hundreds or thousands of SKUs at a time. In the right hand corner he can see his pre negotiated discount. And below this, if he's got a ship to multiple addresses, that doesn't mean multiple orders. He can take care of that all from the same order. And when he goes to buy, he can do so with credit card purchase order or ach. This is absolutely incredible for him. But you know what, Lee, he's a busy guy and he either got called into a meeting or distracted by a YouTube cat video. You take your choice. And he didn't get to close this out. But for conagra, that is no problem at all because they have used our lightning workflow to build an abandoned shopping cart workflow. This is awesome. So Lee gets served up a message on his channel of choice, WhatsApp. And you'll notice that this is coming from a bot. It's asking him if he wants to resume that order. And right here he can resume checking out. This is incredible. He can customize what's in the order. He can double up on that new flavor of popcorn, berries and cream. He can even tell the bot that he wants to ship some of it to A couple thousand hungry folks that are over here at McCormick Center. And the bot responds with a map. I wish I had this for all of my car rides with my husband. They know exactly where they're going to send that shipment. All right, this is fantastic. But you know what? The bot doesn't actually finish the order. Conagra has built in a fail safe for very important customers for orders over a certain size. They want to make sure that that gets checked out by a person. So the bot seamlessly transfers this over to an agent. And now let's take a look at what that agent sees right there on the service cloud console. The agent has their own 360 degree view of Lee the customer. They see all the products he's bought in the past. They see that chat history right in the middle. And now once that agent knows what he needs to do, he can start interacting with Lee. Better yet, to double check that order, he just tabs on that order tab. And here he can see everything that was in Lee's shopping cart. Because Lee authenticated into the portal, he can even make changes to it. And when that order is all set and Lee is happy, the agent can place the order on Lee's behalf. This is the power of using all of these products on one connected platform. This is the power of the Salesforce Customer360. If you want to learn more about this, take the trail mix just like you saw for the ELF demo. And if you're hungry after all of this, come join me in the campground. We're going to be giving away some free ConAgra snacks. You know what I'm going to be eating. And with that, thank you Everybody. Thank you, ConAgra. And back to you, Stephanie. Thank you, Sarah.