Salesforce For Growing Small & Medium Business Keynote | Salesforce

Hey.

Good morning, everybody.

Good morning. Welcome to the SMB keynote. Your playbook for growth. How are you enjoying Dreamforce so far? Everybody having a good time? Right on. It is great to be here with everybody today and I'm here to kick off this session for you. And I want to start by sharing part of our company culture. And that is a culture of gratitude. And I want to start that by thanking everybody. I'd like to thank everybody here for the energy and the passion you're bringing not just to this event, but to our industry as well. It is a blast. How's that? Let's check that and move to this. Does that work for you, Jerry? Thanks. So let me start with a big thank you. Thanks to our customers, thanks to our prospective clients. I'd really like to say thanks to our partners for building out our ecosystem and thanks to all of our employees for the evangelism you bring to this industry. Now I've got to share another part of our corporate culture here as we kick this off and that's one of trust. We know nothing is more important than keeping our systems up and running and your data secure. But another part of our corporate culture with trust is one of ethics. And I'm sure you're used to seeing this slide at Dreamforce, right? This is our forward looking statement slide where we recommend that you only make purchase decisions based on currently available products. But I want to do a little quiz for you as we look and think about how forward looking statements work and. And what's acceptable and what's not acceptable. Let's take a look at the agenda that we've got for today and tomorrow. Here's an example of a couple forward looking statements that we want you to make. We've got Mark's keynote coming up in just two hours. Here's my forward looking statement. That is going to be a great keynote. Right? His shoes are going to be better than mine, trust me. Another forward looking statement if you like live music. YouTube is going to rock the house tonight, aren't they? Right. This is pretty cool. Another thing I just want your mindset shifted towards is we have so much technology we're launching now that Mark's keynote won't be able to cover it all. Won't be able to cover it all. So we really encourage you to hit the product keynotes tomorrow. There's more content there than ever before. So I say welcome to our keynote and why don't you join me in welcoming our VP of marketing, Jamie Dominici, who's going to run the Show. Welcome, Jamie.

Thank you. Thank you, Tony. Thank you. And before you go, let's shake it up. Yes. Before you leave, for those of you who don't know Tony, Tony has been at Salesforce for 10 years. And all of those 10 years he's been looking after and helping small businesses grow. So quick round of applause for Tony.

Thank you, Jamie. Thanks, everybody.

Thank you, father of SMB. Thank you. And thanks, everybody. This is an exciting keynote. My favorite room, because we are filled here in a room with small businesses. Right. Everybody in the room is looking to see how you can grow and how Salesforce can help you do it. And that is exactly what we're going to be talking about today. So you're in the right room. And I'd like to tell you a little bit about me. I actually work at Salesforce now, obviously by the title, but before I came here, I have spent my whole career working at small businesses. The first job I started at Washington, a fine jewelry store. Anybody else work in fine jewelry here? No. Lone soldier. I expected that. That's okay. But I was a sales rep, so I sold diamonds, I sold fine watches. And it was a great company. It was a mom and pop shop. So it was literally mom, pop, son, son. And Jamie. Yep, just me. But it was great. People would come in off the streets, they'd look at our cases, they'd pick out a watch, we'd have a great personal connection. And then I'd say, okay, I'm going to be right back when they wanted something. And I'd run into the back room and there I'd take out the book. I'm sure everybody's company has a book, right? It's every single customer transaction. It's every customer we've ever had, every piece of jewelry in this amazing book. And it was great. I can fan through it, find my answers and easily walk back out and say, I've got your earrings, Mr. Jones. Here you go. And this book. It worked for a while, but then something happened. Our company actually took off. We were selling lots of watches and that book didn't really scale. When you had someone calling from our website interested in buying a watch and you have 10 people going to the book doesn't work. So that's the day that we bought Salesforce. We needed a CRM. We needed a solution that would help us scale and that changed our business forever. Now when someone called, all I had to do was type in a name and I can instantly see everything that customer had ever bought, anything that they'd ever looked at on our website, any interaction we've ever had, it empowered that personal connection to now scale. So what happened? Well, that little mom and pop shop still around today. It's actually the number one distributor of Omega watches in the entire country. It's pretty cool, right? It's pretty awesome. They're doing great. This is not an ad for Omega. Don't worry. But then about me. That was the day my career changed as well. That was the day I became a Salesforce admin, so fondly called a trailblazer. I'm sure you guys have seen Trailblazer around here. Salesforce empowered me to change my entire career because now I knew how to create a CRM, customize it for my small businesses and many to come. But it's not just me. Salesforce has been helping small businesses just like that jewelry store grow ever since 1999. Small businesses are really the heart of Salesforce. They always have and they always will be growing companies. And you know, we have over 150,000 customers. You'll hear Mark say this in our keynote, but true fact, every single one of those customers, they started out just like you, A small business who was looking for technology to help them grow. So today we'll hear from some amazing CEOs, the CEO of Yeti Coolers, Casper Mattresses, and B Lab, who are going to tell us about their journey of how they grew with Salesforce. Well, I know I've talked to a lot of customers, not all 150,000. That would be tough, but a lot. And what we're hearing from small businesses is you guys have tough challenges. You have to answer different questions that are really hard things like, I don't know, I have capital. Do I reinvest it back into my business, or is it time to hire that second salesperson? Or, I don't know, Yeti coolors. They built an incredible product. So there came a time on their journey where they said, okay, should I keep reinvesting in that first product or is it time to introduce my second product? And we all know small businesses. Everybody in your company, you are all in, right? Everybody is involved in the business. Everybody is focused on day to day. Oh, click. Or broke. You guys know this is live. So everybody's focused on the day to day. But you have to ask yourself, how much can I focus on the day to day and how can I focus on strategy? Where's the balance? How can I strike that balance? How can I look forward? And Salesforce can help you with that. Let's see if this one Works. It does. Salesforce can help you with that. We've been helping customers to get answers into their business to be able to forecast, predict, understand what's going on so they can make those decisions that they need. How are we doing it? Well, Salesforce is the world's number one CRM, so that's a good place to start. You can bring your sales, your service, your marketing, every part of your business together so you can focus on one view of a customer. Another amazing part about Salesforce, easy to customize, low code, no code. This is important. This is why people like me, I graduated with a degree in international relations. I know you're wondering, what the heck do you do with that? Well, you become a jewelry representative and do keynotes, right? But you also become a Salesforce administrator. This platform can allow you to create and customize because it is clicks, not code. And the best thing about Salesforce, it scales with you. I talk to so many customers who are small businesses and are like, look, I got a problem today. I have a sales problem. And I said, okay, we can help you with that. But the best part is a lot of companies come back three months later like, I got a marketing problem. I said, that's okay. We can help you because we have the entire customer success platform. That's what we're going to talk about today. Three areas that Salesforce can help you grow your business. We're going to talk about sales. How do you find more customers? Service, how do you keep those customers happy? Right. You need happy people to sell to. And marketing. How can I grow my business? Find more leads, fill the pipeline. Let's start with sales. Most people do.

Why?

Because. Is this clicker broken too? No, it was just the goat animating. Not sure if you guys saw that next slide. Can you guys go to the next slide? There we go. Clicker problems. Okay, that's all right. But true story. Why do we start with sales? 61% of our sales reps. Times are spent doing the amazing, wonderful administrative burdens. Anybody in the room like doing administrative tasks. Thank God no one said yes. And if you did, I would love to speak to you after because that just sounds terrible. Right? This is terrible. New York Post. Sure. Everybody's seen an article from the New York Post. They have a small sales team who is selling ad space. They came to us a few years back and said, we're the New York Post. You probably read us and we're looking to scale. And we said, okay, how can we help you? They said, well, this is what our Sales team does let me know if this is normal. And they said every time they have a call or they talk to a customer, what they would do is take out a post it note. It was a post it note system. And on their desk they would just have every post it note of every conversation that they talked to. At the end of the day, they would take all their post it notes, put them in a spreadsheet, send it over to their boss. Their boss would get seven spreadsheets and have to compile them all together. Sounds terrible, sounds horrible. But this is a reality that so many of us face. A place to start. And so they came to Salesforce and we were able to help them. How? Well, good news, we have options. So for those of you in the room who are just getting started, you're trying to figure out, I want to get started with Salesforce, where do I go? How do I start? We have two options for you when it comes to sales. The first is Salesforce iq. This is an out of the box CRM app. It is relationship intelligence for fast growing companies that you can get up and running fast. Now, I know most of you in the room are probably already customers and you're building out your sales organization and this is where and how and why you would use the sales cloud. The sales cloud is the world's number one sales application. It is a complete, customizable CRM that scales with every part of your business. And if you're using Sailcloud, you're like, yes, I know it's great, I use it. But for many of you in the room, you know, sales cloud just got better. So last year at Dreamforce, was anybody here last year? Couple folks. Okay. You probably saw a couple lightning bolts floating around and that's because we launched Lightning. Lightning is an entirely new user experience. It is faster, it is smarter, it is intuitive, and it's all live today. And what's so exciting about this is in one year, just one year, we have actually added 500 new features to this platform. And a lot of them are going to help you small businesses. Things like Path and Kanban and Lightning Voice. Lightning Voice might be my favorite feature because now you can just sit in front of your desk, you can take phone calls, dial from your CRM. No more fumbling around system to system and auto log every single call. So much easier. Right? That's taking out those post it notes, getting rid of the Excel sheets, making everything happen in context. And this is exciting, this is new, and I really want you to take action here. So I'm gonna give you directions of how you can get started literally right after this keynote, before you go to Mark's, if you walk out here on the third floor where you we have the Lightning lookout and you can sit down with a Salesforce expert and they will map you through exactly how to move over to lightning. Pretty easy. Just walk out. It's like a big lookout. You can't miss it. Okay, this is how Salesforce is innovating and this is how Salesforce is bringing tools to help companies grow. But let's actually hear from a company who's doing that. So let's roll the video of Yeti coolers.

When we first started, it was excitement.

And a really cool product. So we didn't have flashy marketing.

There was no marketing department. Everything was in the customer relationship.

If you lose that, you lose what makes you special. We kind of set out to intentionally design and craft that consumer experience with the same thought and intention that we do our physical products.

What Salesforce has allowed us to do is add have a multi pronged approach as we engage our consumers and our customers. Yeti was born from a very pure place. It was two brothers. They would go out fishing, they would stand on coolers, they would collapse, handles would come apart, and they wouldn't last a season. So they went out with the mission to create a better cooler. They really founded it for themselves as a lifestyle business to support their passions.

When you're growing fast, sometimes you have to make the best decision at the time. And a lot of this resulted in disparate systems.

The faster the game gets, the more.

You can forget, the more that falls through the cracks. Our service rep would have to log into two to three systems just to answer the question at hand.

We've invested heavily in making sure we have the right processes that are scalable to keep up with the growth. But the enabler for doing that is really the technology.

We were looking for a solution that really was looking at it holistically, looking at it from a sales, from a marketing, from a service perspective. And Salesforce helps us do that. Our sales team uses Salesforce to make sure they're able to stay connected with the folks here inside the Yeti headquarters.

So when they're on the road, their.

Car is really like a driving office.

So Salesforce would give me the ability to look at my tablet, looking at.

Progress bars, seeing how many interactions they've had, being able to click on those bars and seeing each individual call and be able to speak to them in a way that May be relevant to the conversation.

Even though we are a much bigger brand than we were a year ago and two years ago and three years ago, we want our customers to still feel that intimacy.

We use Salesforce as really that center of gravity to help us tailor that communication.

We need to continue to reinvent how we engage with our consumers and our retail partners.

We're in a new world where it's less about marketing and it's more about building those relationships. So I see Salesforce is really continuing to be that hub for our customers base. It's allowed me to do more of what I like doing, which is talking to the customer and spending time with.

Them, getting to know them, deepening those relationships is everything. Salesforce is a big piece.

They come in and make us better today, and they're going to make us better years down the road.

Well, that's a great video and a great story and an incredible brand. I might might be one of yeti's biggest fans. I was telling the CEO before the keynote, my husband's not here because he's off fishing. Before he went fishing, he packed up his not one, not two, not three, his seven Yeti coolers. It's a lot of coolers, but we love it. And so I'm excited to invite up here, the CEO of Yeti Coolers, Matt Rainchess. Welcome, Matt.

Thanks, Jamie.

Thanks for coming.

Thank you.

Well, that's a pretty incredible story. Couldn't you tell everybody in the audience just a little bit more about how Yeti got started?

Yeah, not a problem. I will say Jamie's husband, I'm a huge fan. I don't know him personally, but we're a big fan. Yeti, as we talked about in the video, was born from an incredibly pure, authentic place. Today, what we're creating at YETI is an outdoor lifestyle brand. But really where it began was began as a product company in literally any product. And it was two brothers who were incredibly frustrated with gear that got in the way of their good time. And that gear was a cooler. I mean, you think about what's a greater commodity product than a cooler? Where price point had driven quality and performance down to such a level that there was a customer to satisfy there. And they really created the product and they created the business for themselves, and they were the original customer. And so that founder ethos of having the customer first and the customer centric to who we are is really just honoring where the business began.

I love it. It's all about putting the customer at the center of your company. But tell us, I know you had rapid growth, right? You went from two brothers to 60 employees kind of pretty fast. And so how did Salesforce help you grow?

Yeah, it's really when you think about, we have an internal motto around never settle. And the belief in that is we don't settle with our product, we don't settle with our brand, our marketing. We don't settle with, with our customers and the consumers and our wholesale partners. And really what the way is, you grow as fast as we've grown. And the enabler to being able to touch all those customers is through the technology. We have incredibly passionate fans within our business. Our biggest customers, our biggest customers are probably our employees. They're the most passionate, frankly, at times they're the most critical.

And we love that.

But we need to engage those individuals with our consumers and with our retail partners. And as you grow to keep that intimacy and keep that one to one relationship, the only way to do it through technology and what Salesforce has allowed us to do is continue that dialogue like we were 10 years ago when two brothers were talking to every customer, they were answering every email, and they had a real relationship. And so as we scale, we don't want to lose that with our customers. We want them to always feel like it's their brand, it's part of them, it reflects them because it reflects our employees, it reflects our founders.

So we have a room full of small businesses and entrepreneurs. And I'm curious, any advice for anyone?

Yeah, I mean, I think it's a funny question because we're in this up into the right growth mode. And with growth comes incredible challenges. All challenges are surmountable, but it's not without kind of headwind. And so when I think about advice I would give, it's really the advice I give myself every day. And it's really be incredibly relentless about talent. Whether that's the talent you develop, the talent you hire, or the people you partner with. That's so energizing and incredibly powerful to a company when you can actually bring people along or bring partners in that make it better. And when you're in that massive growth mode, those are the things that enable you to go long term. They enable you to keep engaged with your consumer, enable, engage with your customers. And frankly, it's a huge employee satisfaction piece. The second one that I remind myself quite a bit about is you've got to be anchored in who you are. A lot of companies started from a founder place. I'm sure there are a lot of founders in this room. Knowing where you came from is incredibly important in being anchored there, but also evolving, and knowing that there are risks and taking risks and taking risks through your growth curve. Knowing where you came from, but also have a vision to knowing that evolution is what's going to ultimately get you to that next level of continued growth. And then the third one is, as you go through the growth curve, you can't be afraid of the cliff. You need to walk up to it and jump and jump and jump again. And as you're going through the growth curve, you can't slow down and be a spectator. That's the time to go fast and the time to invest. If you wait until it starts to. The curve starts to crest, it's too late, and you've lost this incredibly magical moment. And when you're in that growth umbrella and that air cover that growth gives, it's the most kind of fantastical, magical place, and you cannot lose the opportunity to take advantage of that. And so at yeti, every day, we remind ourselves, this is the time now to reinvest. This is the time to go into new categories, to expand the brand, to target new consumers. And so for us, when we think about giving advice, it's no advice that we wouldn't give ourselves every day in the business.

That's awesome. It's a great story. Incredibly empowering. Thank you.

Thank you.

Thank you so much. Wait, before you go.

Yes?

I'm curious. Would anybody in the room like their own Yeti cooler?

Yes.

Come on.

You gotta get a little bit more excited than that. Does anybody want a yeti cooler? All right, well, look under your chairs. Three lucky winners will find an envelope there. If you win one, stand up. Anybody? Any winners? We got a winner. You get a cooler. You get a cooler. You get a cooler. I got an Oprah moment. Thank you so much. Thank you. Thank you very much.

Jamie.

Incredible.

Incredible. Come up after the show. I will give you your coolers. Very exciting. Adrenaline. I love giveaways. Okay, so that was exciting. Something else that's incredibly exciting. You're gonna hear a lot about it is our latest announcement from Salesforce, which is Salesforce Einstein. Anybody heard of it? It's kind of exciting. Oh, I like it. Thank you, Einstein. So Einstein is all about artificial intelligence. We are bringing AI to everyone in every part of your Salesforce platform. I know you probably didn't wake up today and say, I need to get some AI. No, that doesn't usually happen. But the reality is, AI is part of everything that you do. It is part of everything we do. When you look at Facebook and it's recommending people, you might know that's artificial intelligence working in the background when you binge watch Netflix. I've never done that, but maybe somebody has. If you are watching Netflix and Netflix recommends you've watched these 10 shows, you like this. You might like this one. That is AI it's like having a data scientist on your payroll without paying for one now, because it's all in Salesforce. So think about this. If you're a small business, let's say you go to a trade show and you get a ton of leads. Yes. And you come back to work and you're like, I have a thousand leads. And you're like, yes. But the next thing you know is like, oh, my God, I have to call a thousand leads. Right. It's overwhelming. You're not sure where to start. But data science can actually use algorithms in the background to identify the right leads you should talk to and then surface them up so you don't have to look through the thousand people to try and find who's relevant. And the best part, just like Netflix, Salesforce can now make recommendations of exactly what you should do and say, you know what? This lead reminds me of someone else who did just this. And we sent them this ebook, and it worked. This is the power of AI. This is the power of how AI can help small businesses. So I think we should take a look. Let's look at what AI could look like for YETI coolers in the future. And to do that, I'd like to invite up Anna Roseman.

Thank you. Thank you, Jamie. So today I have the honor and privilege of putting on a yeti hat. A YETI sales hat. And playing the role of ADDI sales representative this month in October. In this YETI universe, there is an incredible spiff. So whoever sells the most gets a trip for themselves, their family, a trip for five over to Tahoe. And as a sales rep, I'm very competitive. Naturally, I want to win. So what's the first thing I do? I set up meetings with all of the important dealers I want to talk to. And in the morning, I can go ahead and open up my phone. Right on my phone, I can see my Salesforce inbox calendar. Now, this isn't just any other calendar, and these aren't just placeholder meetings. I can navigate to the first meeting I've got for the day. It is on site with four sisters, fly fishing. Lauren Boyle is their CEO, Mark Kingston. I'm also excited to meet him, but this isn't just two people. I can see all of the records associated with this meeting, the opportunities, contacts, cases, all resolved, of course. And now I'm prepared to have the right relevant conversation. So I go in chat with the folks at Four Sisters Fly Fishing, introduce them to a brand new product called the Yeti Hopper Flip. Perfect for what they're looking for and they get it. And the first thing they do is they say, you know what, we want to order 50. That is great. That is a great start to my October hopping in Uber. On my way back to the office, I notice I actually have an email. And that email says, hey Anna, thanks for swinging by. Really appreciate it. But we actually want to increase this order size. This is great news from 50 to 200. But there's a catch. I have two hours to get them a brand new quote. Now, for anyone who's had to change a quote, you know that this might mean a few phone calls, maybe a few emails, perhaps a negotiation with an internal team. But with Salesforce, I tap on that button on the upper right, navigate directly to the quote and update it right from my phone from 50 to 200. Now, you might be saying, hey, you know, this is a brand new product. 200. Is that too many Hopper flips? Well, no. My back office operations team has already set a quantity threshold for 250. I want to make sure I'm not over committing with my customers that they're successful and they can get exactly what they need. So I'm going to send this off to Lauren. Feeling pretty good. Just sold 200 of this great product. But sales isn't over and I get back to my desk to look for more opportunities. So here we have Salesforce, Salesforce Lightning. This is what Jamie was talking about. It is a new way to experience Salesforce. The orange line is telling me how much I've sold. The green line is telling me how much my quota is. And that blue line is basically letting everyone here know that I'm going to crush my quota this quarter. But the Spiff is not for the quarter. It's for the month I need to win. And luckily I have a secret weapon. And that secret weapon is Einstein. What Einstein does, as Jamie mentioned, is bring all that power of AI, data, science, machine learning into the Salesforce platform. And what that means is that Einstein is looking at my CRM data, it's looking at my email data, it is looking at my social data and it is telling me which opportunities. This is opportunity trending, by the way. Which opportunities are trending up which ones I should focus on and which ones maybe I should be a little nervous about. But let's focus on what's positive. Panhandle supply. They are re engaged. What Einstein did was it read my email, identified the sentiment as being positive, saw the size of the opportunity as being pretty large, and identified this as one that I could pull into the quarter. When Einstein talks. This is pretty cool, you guys, right? Like, this is pretty awesome. When Einstein talks, I listen. So I can go ahead and click into this opportunity. Now, the insights do not stop here. So at yeti, a lot of us might be reaching out to our customers, whether it's a service rep, whether it's someone who's doing marketing. And not everyone necessarily logs that onto the opportunity record. But with Salesforce, all of this activity that is pulled from across my company and brought to create a single source of truth alongside the opportunity data. And it's not just that. Oftentimes when we're working with customers or we're working with our teams, we work on documents, whether those are spreadsheets or documents. And. And sometimes the customers want to collaborate with us. What's great is that Quip is a productivity platform now also built into Salesforce. So a customer shared a document with us. We are able to work with them on it. I can invite my boss to take a look so that we're prepared before the meeting we've got coming up. And very quickly I can navigate back to my opportunity. Everything I need is all in one place. So what have we done today? I had a great meeting, crushed it. I was able to plan my next opportunity that I want to win, but I want to take a look at everything so I can navigate to all of my opportunities. And what you all are seeing here is the list view. You know and love every opportunity that's closing this quarter. But there's another way to look at it. This here is our Salesforce opportunity Kanban view. So everything that we've got going on, divided up by stage. And I can even get insights into how these opportunities are shaking out. Oh, guys, one second. I just got a notification. My quote for Four Sisters Fly Fishing has been signed. 200 hoppers ready to go. And the best part of this, if we just go back to that Kanban, is finding that opportunity right on top, dragging it over into closed one. We all know that feeling of closing a deal and it is great. But what is better than closing a deal? Making sure that everyone else knows that you're closing a deal as well. And here we have the sales Spiff leaderboard. My name is right on top. Joseph. Don't even think about getting close, guys. Tj, Brian, can we just make it bigger? Thank you. Yes, that's me. And really, what winning. So what you all have seen is really the ability on any device to get the information you need to go a little bit faster to be a bit more effective and focus on what's important and really develop great relationships with your customers. So back to you, Jamie.

Thank you. Thank you, Anna. Round of applause for Anna. Very competitive, likes to win. Anna Rosamond. Okay, well, we've seen what Salesforce can do to help you grow your sales team, but it's not just sales, right? Because what happens when you start selling a lot, you get a lot of customers, and then you realize, I need to sell more to those customers. And how do you do that? You need them to be happy. So many small businesses can really differentiate by providing amazing customer service. And 65% of small businesses revenue actually comes from existing customers. You need those people to be happy, guys, so we can continue to sell and upsell. A great customer service story was HotelTonight. I think it's a great app if you guys want to try and find a hotel. Probably going to be tough tonight. There's kind of a little bit of craziness going on in the city, if you haven't noticed. But with HotelTonight, you can press a button and see what hotels are available. And it was founded by two founders, and they realized customer service is going to be our differentiator. So they went live with their app and you know what happened? Blew up. People loved it. I thought, wow, we need to provide some customer service here. So what do we do? And at that time, they didn't have a system. What they did have was a cell phone. So on Saturday night, one founder would take the phone. Sunday night, the next founder would take the phone. And literally they would themselves take every single phone call from every single customer. Now, I'm sure their wife and kids loved this, never ever getting to talk to them. But they realized they needed a system. They needed a way that they could keep that personal interaction that they had with their phone, but not have to actually answer every single call themselves. And Salesforce helped them. Just like sales with service, we have options for you, whatever stage you are on your customer service journey. We have desk.com, which is our out of the box support app. It's an all in one support app that you can get up and running within days. We also have the Service Cloud, which is the world's number one customer service platform. Number one. Why is it number one? Because you can take every single customer interaction and have it all take place in one view. And now with conversational service, you can provide service on any channel, on any device. I'm sure some of you are wondering, what the heck is conversational service? Well, let me tell you, this is what we are launching today. Service Cloud Live message. It allows you to seamlessly engage in conversations with your customer on any messaging platform. So, like, who in the room has sent a text message today? Probably all of us. We all did. I literally, I'm staying at the Marriott Marquis. They do not have room service. True story. If anyone's staying there. And I was like, what? I really need a coffee. Like, I got a keynote today. So I couldn't get room service, but I used Monterey and I sent a note saying, I need some breakfast and a coffee. They delivered it to me, but, you know, I was kind of in a rush, trying to get out the door. City's pretty busy. I went to go try and call them and say, I gotta go, forget the coffee. But when I went to their app, there was a button that just said, send a text to your driver. And that's exactly what I did. I sent a text and I said, where's my coffee? Where's my eggs? And instantly he responded back and said, I'm in the elevator. And so I didn't mind. I waited a few minutes. I got what I needed.

I.

But it was that interaction, right? I could have been frustrated, could have gone a different route, but the fact that they were able to provide that instant customer service on the channel that I needed to communicate is really powerful and it's incredibly personal. So let's see what this looks like and how it comes to life in Salesforce. And to do that, I'd like to introduce up Hana Mandapat, the director of marketing here at Salesforce. Hi, Hana.

Thank you.

Thanks, Jamie. So we've heard a lot today about how great a company Yeti is. Let me tell you a story about how Yeti provided me with an amazing customer service experience with the help of Salesforce.

Now, a few months ago, I was.

Planning my annual trip to Yosemite with my sister Julia. But this year, we were celebrating something special. This year, Julia just graduated from the University of Oklahoma, so I thought it'd be a great idea to surprise her with a custom 36 ounce.

Yes.

Yeti Rambler decked out with the OU logo on it. So I Go to the Yeti website, order the Rambler and boom, best big sister ever, right? Well, I thought so too, until I got my order confirmation from yeti. So let's pull up that email and see what went wrong. Now, on the surface, everything looks okay. I ordered the right size Rambler, I have the right logo on there, but I put the wrong address in there. I don't know how I did that because I live there. But after a minor panic attack, I scroll down and I see that there's a help button right there in the email. I click on that link and it takes me into the Yeti self service community. Now, this is a completely branded customer service experience where YETI is helping their customers like me find the answers they need on their own. I see that there's a list of FAQs and the first thing on that list is how to make changes to an existing order. I click on that link and it tells me that I need to contact Yeti directly to solve my issue. So I go ahead, I fill out the contact form, pick the right product, make sure I put the right shipping address in there this time. And I can even pick my preferred method of communication, which is text message. So great, all my stuff is in there. I'm going to hit submit and send it off to yeti. Now let's switch gears. Let's take a look at how Keith, a customer service agent at yeti, is going to use Salesforce to handle that case I just submitted. This is a service agent console powered by Salesforce Lightning. This is where Keith is helping his customers most of the day. He can find all the information he needs, like customer contact information, past purchase history, and now he can see new intelligent responses which are powered by Einstein. And they recommend the next best course of action so that agents like Keith can keep cases moving quickly. Now, Keith is still fairly new. He's not exactly sure how to handle my case, but luckily the first suggestion on that list is an article about how to change a shipping address. So he checks it out and he finds out he needs to do two things. He needs to contact the customer and he needs to contact his shipping team to make this happen. So great, Keith has his marching orders. He looks back on the left side of the console and he sees that my preferred communication channel is text message. And now with live message, Keith can switch from email to text in just one click. And he doesn't ever have to pick up a mobile device either. So Keith pops open that text box, he puts my new shipping address in there and sends it off to me for approval. Wait, hold on, guys. Sorry. I don't usually do this, but it's really important. It's Keith from yeti, and it looks like he has my new shipping address in here, so I'm going to go ahead and text him back my approval. So Keith has my approval. He's going to go and update the shipping team. But let's pause and talk about what just happened there. Now, most of us were used to communicating with customer service over email, right? Your emails can get lost in your inbox. And that interaction between Keith and I, it could have taken days to resolve. But now with live message, companies can communicate seamlessly with their customers on any messaging platform in a matter of seconds. Now, that's amazing for any small business.

No.

So Keith has my approval. He hears back from the shipping team that not only can they make that change to my address, but it's not going to delay the shipment either. So Keith is excited. He just saved the day. He wants to close the loop with me. And he sends me another text message. Hey, Hana, great news. We were able to update your shipping information, and you're still going to get that Rambler in time for your big trip. So needless to say, I'm thrilled. I was just able to take in the same way I would have a conversation with one of my friends over a text message. And on top of that, Keith just helped me redeem my status as the best big sister ever. Now, long story short, we go on our trip. Julia loves the new Rambler, and I was so excited about it, I just had to tell all my friends on Facebook. But now my trip was made all the more better because of that personalized customer service experience that Yeti provided me. And they've turned me from being a fan into a loyal brand advocate for life. Back to you, Jamie.

Thank you. Thank you, Hana. Well, having a brand where you can build brand advocates is a huge, huge differentiator. So I'd like to invite up a company who has done just that. And I'd like to invite up Philip Krim, the CEO of Casper Mattresses. Round of applause. Thank you.

Thank you.

Hi, Philip. How are you?

I'm doing well.

Good. Okay. Well, for those in the room who don't know about Casper Mattresses, can you tell everybody a little bit about what you do and your journey to growth?

Of course. So with Casper, we're hoping to build the world's first global sleep brand. We started down that journey by designing and engineering a mattress that's universally comfortable. One Mattress that's comfortable for everyone. We launched that April of 2014, so we're about two and a half years onto our journey. We've since launched other products like sheets and pillows that we designed and engineered in house that are all designed to get you a better night of sleep. And so with Casper, we're hoping that you that Casper is the brand that's top of mind when it comes to getting a better night of sleep. And fortunately, customers have loved the products, told their friends about it, and the company has grown very quickly. So last year, 2015 was our first full year in business and we did over $100 million in sales, and the business has continued to grow very quickly.

Quick round of applause. $100 million in mattresses in one year. That's incredible. And I know, I know you have the strongest brand loyalist. Literally, there's a couple people who work for me, maybe one who just did a demo, who has a Casper mattress, and they love it so much that they are, like ecstatic. They want to tell everybody about it, and that's powerful. And I know customer experience and customer support's been a big part of your journey. So how are you providing that amazing customer service? And how is Salesforce helping you do it?

Yeah, absolutely. So the customer is core to everything we do and at the center of how we think about building our business. And we knew that that customer interaction, whether it was happening on live chat, on email, through sms, was so precious that we had to figure out a way through technology while the company was growing to organize all of that data and have one central database to help us know who our customer was, what issues they may be having, and so that we could build a real lifetime relationship with that customer. And that's been a real big differentiation for us because our industry traditionally has never thought about building a long term relationship, but that was core to us. And when we saw this world where we had inbounds from existing customers and from potential new customers coming across so many channels, we figured that we needed a technology solution. So we actually named our Salesforce integration Sleepforce to help us put together these touch points. And through Sleepforce and Salesforce, we're able to understand who our customer is and know how they're communicating with us so that we're up to speed on exactly what the issue might be or what their questions are and how we could address that.

Awesome. Sleepforce is a great name. Thank you. And tell us what's next for Casper.

You know, with Casper, thanks to Salesforce, we're able to See all of the customer inbounds and questions that we get from that and we call that data and we look at ways to improve our customer service and our customer experience. And so we're always mining that to understand new products that we want to take to market new services that we could help make the overall purchase process easier and trying to constantly improve our level of customer service throughout the organization.

That's awesome. Well, thank you so much for joining me.

Thank you.

And quick round of applause for Philip. Thank you. Just in case you guys are wondering, it was not Hana, it was Anna with the Casper mattress and highly recommends it if anybody wants to talk to somebody. Now, we've talked about sales, we've talked about service, but what about marketing? Marketing truly can be a differentiator for small businesses. In fact, 63% of small businesses that are using marketing automation are, are actually outgrowing their competitors. And their competitors aren't all just small businesses. Those are the big companies. Right. Marketing automation is the tool that can help you get a leg up to differentiate, to beat the big guys. And at Salesforce, we can help you. We have Pardot, which is our B2B marketing automation solution. And it is embedded right into the Salesforce platform. Pardot can empower your company. Let's say you have one marketer. Very common. Many small growing businesses usually don't build a huge marketing team. Right? But that's okay. With marketing automation, it will help that one person to scale because you can set up personalized automated emails, you can build nurture tracks, you can build very personal one to one conversations with only one person. And we know marketing is not just for marketers, it's also for sales. And with Salesforce Engage, you have the ability to bring the power of marketing to your salesperson. Think about this. Think about back when I was at the jewelry store and my marketing team would send out emails saying, hey, there is a promo on watches. And we get a ton of people who clicked the email, went to the website, looked at a watch. Well, if I'm a salesperson, I want to know that. I want to know what watch did they look at, what promo got their attention? Because when they call and when I talk to them, having that information is going to empower me to connect to my customer faster. That's a huge differentiation. And I'm excited because today we're going to be launching a new product which is wave for B2B marketing. This is about bringing analytics to marketers. I know you're thinking, I'm a small business, I'M not really sure I need analytics, but in fact, this is a huge differentiator for you. There is nobody in this room who has unlimited headcount or unlimited budget. Right? So you need to be able to understand how every single dollar that you're spending is working or not working. You need to know what leads are the best, what are the worst, so you can have the ability to invest your dollars correctly. Right. So you can get the most out of your marketing. And WAVE is going to give you the visibility that you need to make better decisions. Now, let's see it in action. And to do that, I'd like to invite up Nelson Hong, the Director of Product Marketing. Round of applause for Nelson.

Thank you, Jamie. So today I get to play the role as a marketer at yeti. And as you all know, we're all about delivering the best products to all of you, our consumers. And to help us do that is our amazing network of retail partners. So, as a head of marketing, we put on some great events throughout the year. And in fact, we've got one coming up next week in Boston. So I want to make sure that I pull together a list of all the active dealers in that area. And with Pardot's dynamic lists, this is very easy to do. With just a couple clicks, I can select the target area, so it'll be New England area, and then I can only engage those dealers that have been active over the past 100 days. So just like that, I've got a living and breathing list of all the dealers in that area. So now I want to put together an email to invite them to this event. So check it out. This email was designed in a responsive template. So what does that mean? Whether you're on your phone, your laptop, anybody still use desktop computers? Maybe even if you're on your desktop, regardless of any device or whatever browser you use, this will display beautifully on it. Just to make sure, though, Pardot allows you to run renderings. So if we take a look, there's all different renderings, and I can actually go ahead and poke my head into any of these. For example, if I take a look at the iPad one, I think it looks pretty good to me. What about you guys? Yeah. All right, good. Now, how many marketers in the room? Quite a few. We all know that it's not just about good looks with emails, right? We actually want to make sure that these emails reach our entire network. And so again, with Pardot, it's easy to check this. So I've got spam analysis here. What this is doing is it's checking for whether any of the content or even the design of the email itself might trigger any spam filters. So it looks like you're passing with flying green check marks, which is great. Let's go ahead and push this email out. All right, so I don't just oversee all the events that we put on. I'm also responsible for our product launches, of which three of you here today will receive the new Hopper flip. And so I like to pop into Engagement Studio in order to drive some more awareness to my entire network of retail partners. So you'll notice that that it's not just a static, linear email nurture program. It's dynamic, it's living and so it reacts and it adapts to the behavior that our dealers take. And this is huge for small businesses. Right? As a small team, it's tough to scale all of your relationship management, but with automated nurture programs, it allows you to deliver a one to one experience for every prospect and even every customer. And because partot is connected to Salesforce CRM, I can actually automatically trigger alerts or even create follow up tasks for a salesperson to reach out to a lead while they're hot. All right, now again, I need to drive some more awareness about this new product coming up. And with just a couple clicks, I can actually swap out that first email. And so we'll put that Hopper flip promo email in there. And just like that, we're going to be drumming up leads for our sales team. Now, how many of you in here wear multiple hats at your company? All right, anybody doing double duty with sales and marketing? You look very adamant about it. Yeah, so I'm not just marketer, I also do sales at yeti. And before I step into a customer meeting, guess what? I like to get myself pumped up. And so I jam out to some flow rider. Right before you walk in a meeting, we know it's going down for real. Ooh, got a little interrupted here. It looks like it's actually a good interruption though. This is an engage alert and it's telling me that Jillian Baker, the head of procurement at TNP Sporting Goods, which is one of the network retail partners that I work with, has been very active recently. So I'm gonna go ahead and tap into that alert and see what's going on here. So this takes me directly into the SalesforceOne mobile app so I can see all of her basic information. But before I reach out to her, I wanna make sure how she's engaged with us thus far. That way I can tailor that conversation. Right, so it looks like she's been poking around on our website. She's downloaded a brochure about the hopper flip, attended that amazing event in Boston. Let's go ahead and give her a call. Okay, well, you just witnessed the shortest sales call ever. And I have some good news though. She's definitely interested in the new hopper flip. However, she does have some concerns around how to best display this merchandise in store. But just like how Anna had a secret weapon in Einstein, I've got a secret weapon like a marketer in my pocket. So when I tapped on that icon, this actually pulls up all of the nurture programs that have been made available to myself and the rest of the sales team. So for example, it looks like there's a great one here called the Merchandising Nurture. So I'm going to pop her into that. What's going to happen now is she's going to automatically receive personalized and relevant content that hopefully addresses your concerns so that we can get an order placed for the hopper flip. All right, so how many of you wear more than two hats at your company? Quite a few. All right, well, I've also got a third hat and that's as our head of analytics. Now, I don't have a data scientist background. Any data scientists in here? No. All right. Oh, one. All right, well, it doesn't matter because I have the new wave for B2B marketing app and this gives me a high level overview of all the key metrics that matter to me. So you can see how I'm trending towards all my pipe targets, how my top campaigns are performing. I can even see all the leads being generated by my different channels and tactics. But it's not just about your marketing automation data and then your CRM data coming into one place. Anybody use Google AdWords for search marketing? It's almost a must nowadays. And that Boston event, I managed it through Eventbrite. Well, the great thing about Wave is that I can take all of these third party data sources, bring them into one place so that I get one single view of the entire business. And that's how Yeti uses Salesforce to market, to sell, and to better understand our business so that we can continue to deliver amazing products to our consumers. Back to you, Jamie.

Thank you. Thank you, Nelson. Incredible demo. I'll let you get back to your flow rider. Marketing truly is a differentiator for so many small businesses. And so I am excited to introduce up a small business owner who has used marketing to Help his company grow. Bart Houlihan, the CEO of B Labs. Bart, welcome up. Round of applause everybody. Thank you, thank you. Now Bart, I know you are an entrepreneur yourself. So tell everybody a little bit about yourself and about B Lab and what you do.

Sure. So I like most people in the room, I'm a small business entrepreneur. I ran an athletic footwear company for about 11 years with a team of folks called and1. We scaled it to about 250 million and sold it in 2005. And and1 was, believe it or not, a sustainable business. And we had some pretty clear learnings during our time at and 1. One that, you know, if harnessed appropriately, business really can be a force for good. But it's just not structured that way. There are cultural expectations and legal impediments that get in the way of scaling both profits and purposes. And that brought me to B Lab. So B Lab's a non profit that's trying to solve that problem to allow companies to scale, raise capital, have a liquidity event and still hold on to mission. So our long term objective is to really redefine the role of business in society so that business is part of the solution, creating a shared and durable prosperity for all. Our approach is pretty simple. We find leaders, Jamie, that we call certified B corporations. They're best in class companies that we certify. It's kind of like fair trade or organic, but for the whole company. Okay. That community of leaders then inspires legions of others to follow. Companies you might know that are certified Ben and Jerry's, Patagonia, New economy companies like Warby Parker, Kickstarter, Warby Parker glasses. Very nice.

Very nice.

Love it.

Very nice.

Yes. Okay. That's amazing. So you're helping companies do good, right? Be good.

We're trying, yeah.

Which is awesome. So tell me a little bit about your growth story. Like how what kind of challenges did you face along the way and maybe how did Salesforce help you?

Sure. So the certification is really rigorous and we collect almost 200 different metrics on a company when they take what's called our B impact assessment. It's an evaluation of everything the company does. It looks at consumer, community, environment, workers, governance in that process is difficult and requires verification and documentation if you want to join the community and be certified. Managing that offline with documents and spreadsheets like bad idea, post it notes. So we obviously had to integrate a platform that could hold our impact assessment with a world class CRM. You know, it needed to be scalable, secure, cloud based. Salesforce was A natural for us.

Awesome. And I know you're doing a lot with marketing, right. You have to find companies to bring them into the assessments. So how or what are you doing with marketing to help build your business?

Sure. So we're a small company. You know, we have 70 people here in the US, another 80 globally, and we're trying to reach hundreds of thousands of businesses. And so we generate leads first through our champions. Our B corporations are out telling the story about this community, but also through our website and then lastly through integrated Facebook and Twitter social media campaigns. We're trying to drive people to a webinar on GoToWebinar where we can introduce them to using business as a force for good and to the certification. And then from there we can send essentially targeted par.email campaigns that bring people through the process to encourage them to measure more, to be more impactful with their business and for some percentage to go on and certify.

That's great. Just what Nelson was showing us you're putting into place. So tell me, what advice do you have for the room?

So, you know, we're trying to really build a movement of people using business as a force for good. And we're, I think, starting to move the needle. We have about 2,000 certified big corporations. They're in 54 different countries, 130 industries. They've inspired 50,000 companies to use our impact assessment and 32 states to pass a new legally recognized corporate form called the Benefit Corporation. So there's actually a legal entity that you can adopt if you have an interest in this. And so long term, the objective is to redefine success in business. And we'd like to invite everybody to join us on this journey. And so we have our impact assessment. It is free, it's totally confidential, it's available for you to use. It has case studies and best practice guidelines built in. And I'd like to encourage you to go onto the website and try the impact assessment because importantly, this isn't just the right thing to do. It's a better way to do business. Jamie. Like what we've learned is that having higher standards of environmental, social and governance practices leads to long term shareholder value creation. These companies are just more resilient and we've seen that firsthand with our community. You know, during the financial downturn, our companies were 64% more likely to survive that downturn.

That's pretty powerful.

So it is a better way to do business.

Awesome. Well, thank you so much, Bart. I appreciate it. And thank you for everybody. Download this link help you become a better business. And thank you. I think we've just spent the keynote. We've talked a lot about how Salesforce can help your sales, your service and marketing and how we can help you grow. But I also want you to know when you leave here, remember that Salesforce can grow with you on every step of the journey. And don't let your journey end here, guys, because we have 30 sessions at Dreamforce, all dedicated to small businesses. Join us over at the Marriott Marquis. We have a small business zone and there you can actually sit down with an expert and have a one on one assessment. And then. And this is exciting. Did you guys want to get any cooler? Anybody else? Just the three. Does anybody else? Yes. Right. You want a cooler? All right. Now anybody who comes to the lodge, you can get your very own yeti tumbler today. So head over there, let them know that you are a keynote and take it home. And I want to say thank you so much for everybody for attending. Enjoy the rest of Dreamforce and get ready for Mark's keynote. Thank you.