Marketing of Setting the Stage The Future Now With Programmatic Campaigns Salesforce Products Marketing Cloud Warner Music Group (WMG) is the only American music conglomerate worldwide and the third-largest recording company in the global music industry. Its CRM team supports 40 offices and territories and oversees 12 marketing technology platforms among 1,000 business units and across over 1,000 brands. The WMG CRM team set out to increase engagement by making sure fans know whenever their favorite artists are in town. INSIGHT IDEA IMPACT When bands go on tour, their Make your fan base Open rates that feel like fans can be nurtured into fit to scale an opening night digital groupies In response to the disruption of To build a fully scalable automated WMG has rolled out its targeted streaming services and digital email program, WMG developed a fan emails for over 40 complete download, live-touring is now set of APIs to help route, cleanse, North American tours. Since the most significant source of and validate fans’ data, as well launching, WMG artist fans are revenue for artists and labels, as trigger and customize email engaging with their favorite bands happening with every new album campaigns. With its contextual and are tuned in to when artists cycle and averaging 30 live dates. marketing product partner, will be playing nearby. Email opens WMG’s email production team StoryPorts, WMG also overlaid the have doubled, and click-through handles hundreds of email builds Bandsintown event widget API rates have tripled. Hundreds of every month for WMG labels and onto its Salesforce Marketing Cloud production and QA hours are artists, who all have their own accounts. StoryPorts content radar saved, allowing the CRM team to branded templates. Producing and listens to the Bandsintown API for scale other programs even more. qualifying thousands of emails particular artists and initiates an WMG’s innovative email program that include specific details about email build. The emails include delivers a personalized experience upcoming shows in a fan’s area concert ticket links, venue names, that is authentic to the artists and required hundreds of production and show dates and locations, fosters fan loyalty. hours. The segmenting, approval which are pulled from the API. process, and sending needed to The system identifies the market be programmatic to be relevant. of the concert and subsequently creates a geo-targeted segment of the artist’s fan list, via a programmatically updated filter in Salesforce Marketing Cloud. The State of Salesforce Marketing 41