Session during Dreamforce 2015 on Thu Sept 17, 2015.
Join us to learn how Salesforce executes digital marketing strategies on www.salesforce.com to increase leads and brand awareness, balancing the right mix of creative, technology, and business. See how our web experience management team works with UX, Design, Analytics, Strategy, SEO, and Localization to deliver impactful journeys for our customers.
1. From Design to Delivery
See how WEMs execute digital marketing strategies on www.salesforce.com
Jeffrey Cortez
Sr. Manager, Web Experience
@jeffcortez
jcortez@salesforce.com
Nina Saeang
Producer, Web Experience
@ninasaeang
nsaeang@salesforce.com
David Waclo
Manager, Web Experience
@oakeydave
dwaclo@salesforce.com
17. Creative
Brief
18 questions, 2 pages
Broken into two sections:
1. Project Structure
2. Project Strategy
Sample questions:
What are we making?
What is the timing?
What is the goal of the project?
Who is our audience?
How will we measure success?
33. Authoring
The Process in Action
+ =
● Copy
● SEO metadata
● Videos
● Drivers/Analytics tracking
● Form values/lead routing info
● mboxes
much more...
38. Visual attention
diminished
significantly
below the
midway point
Left nav
received
consistent
attention
Tagline is
salient for the
first few
moments
Copy as well
as headlines
captured
visual
attention.
Note how
icons were
largely
ignored
Analysis
The Process in Action
39. The process is iterative.
Ideation, test, analyze, repeat.
40. One team, one dream.
Collaboration is key.
Campaigns
Dev & QA
Marketing Technology
Marketing Operations
Localization
Program Management
Search Engine Optimization
(SEO)
Search Engine Marketing
(SEM)
Creatives
Content Marketing
Analytics
Web Experience (WEM)
Web Strategy
User Experience (UX)
Visual Design
41. And it’s far from simple.
Visual Design DevWireframeBrief
HTML Localization AnalysisQA
Product Marketing
Research +
Strategy
Content
Creation
Translation
Launch
Testing
More Testing
42. How does a web project get
delivered at your company?