INSPIRED TOGETHER THE EXCHANGE SPRING 2020 BY Adi Erel, Director of Partnerships at Neura, Inc. 5 APPS EVERY GROWTH MARKETER NEEDS We always love to hear what tools people are using to enrich and expand THE TOWER the functionality of Salesforce. Recently, one of our partners, Neura, put ® together a quick list of five must-know AppExchange apps for growth IN LEGO BRICKS marketers. Neura helps brands with mobile apps deliver more personalized and contextual experiences using their users’ real-world behavior data. So if Jake Fabbri, CMO of Fonteva, “Just like a modern skyscraper, the you’re looking for some pro tips, this a great list to get you started. challenged his team to come up with model has an outer curtain wall a creative way to bring awareness of with the panels affixed to a central Salesforce to the association industry. supporting core. The panels were the 01 04 The result? A Salesforce Tower built with bulk of the assembly process. Once Formstack Pixlee LEGO® bricks. those were done, the building came Collect data from anywhere — email, Realize the power of user-generated together quickly,” said Paules. web, or mobile — and feed the results content (UGC) and turn real customer “LEGO® bricks have always been linked to limitless possibilities. Therefore, It took about 180 hours to build and directly into Salesforce to monitor and photos and videos into shoppable it’s no surprise that all it took was one perfect the model, standing at six feet analyze results in real time. marketing assets. Reduce shopping quick call to Richard [Paules] to turn tall and comprised of approximately cart abandonment and improve this fun idea into a full-blown reality,” 50,000 LEGO® pieces. The model 02 promotional campaigns with rich, said Fabbri. even includes its own version of the Neura curated galleries in your email Salesforce Park. Get powerful user behavioral insights marketing strategy. Richard Paules, a renowned LEGO® so you can reach customers when artist, jumped into action. “To nail down “The biggest challenge for the they’re most available and responsive. 05 the Tower’s intricate and recognizable Salesforce Park was figuring out how Craft smarter, customized user journeys Eventable features, [Richard] began by selecting a to mimic the undulating screen that based on their unique behavioral traits Integrate calendar marketing across storyboard with pictures of the building. surrounds the building,” said Paules. and lifestyles. channels and manage campaigns from We arranged a tour of the tower for “Eventually, I determined that the Marketing Cloud. Send custom calendar him, which included the top Ohana LEGO® square grates were the way to go.” 03 notifications to specific audiences by Floor. He then spent time choosing Blackthorn Events location, behavior, or interests, and use bricks that would best represent the Event management is time-consuming, advanced analytics to understand which Tower’s various elements and played Check out the full blog post yet essential. With Blackthorn’s native events and channels drove the most around with different combinations from Jake on this experience. Salesforce connection and robust engagement. until he nailed the unique shape and functionality you can keep everything in taper of the structure as it ascends into one place, from event registration and the sky,” Fabbri explained. payment, to following up with leads and Read the full blog post by Adi Erel, keeping attendees engaged. Director of Partnerships at Neura, Inc. 25