Discover how sports and hospitality leaders unify data to orchestrate real-time journeys to engage customers across mobile & service touchpoints to drive loyalty through seamless, agentic experiences.
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The Experience Playbook: Winning Hearts of Fans and Guests
Objective 1: Learn how to integrate Sales Cloud data into Marketing Cloud journeys for precise segmentation.
Objective 2: Understand how to design automated, multistage event communications in Journey Builder.
Objective 3: Identify governance and data hygiene strategies that protect personalization accuracy.
, VP, Analytics & Digital Innovation, Indianapolis Colts
, Director, Digital Marketing & Analytics, Anaheim Ducks Hockey Club
, Senior Manager, Marketing Technology, Los Angeles Rams
Role: Marketing, Sales
Industry: Media and Entertainment, Travel, Transportation, and Hospitality
Product: Marketing, Service
Topic: Cross-Channel Orchestration and Lifecycle Marketing
Session Level: Intermediate
Session Type: Breakout
- Wednesday, Jun 32:30 PM - 3:10 PM CDT(7:30 PM - 8:10 PM GMT)Stage 3 | Content Pavilion, Level 3FIRST COME FIRST SEATED
Session Summary: The session explored how organizations in the sports and entertainment industry are leveraging Salesforce products to create personalized, data-driven fan experiences and drive loyalty. Panelists shared insights on building a comprehensive 360-degree fan view using tools like Sales Cloud, Marketing Cloud, and Data Cloud to address challenges such as fragmented data, competing for attention, and providing seamless, frictionless experiences across multiple channels. They emphasized the role of AI in improving operational efficiency, with use cases ranging from chatbots to advanced analytics, while maintaining the human touch to deepen fan relationships. Key takeaways included the importance of identity resolution, cross-departmental collaboration, and the integration of data to optimize fan engagement and revenue generation, with strategies inspired by industries like hospitality and retail, as well as cutting-edge technology trends like AI and automation.
Key Takeaways:
• Sports organizations are leveraging Salesforce tools like Data Cloud and Marketing Cloud to create a single, unified fan profile, enabling personalized and seamless engagement across multiple channels.
• AI is being used to enhance operational efficiency, such as automating repetitive tasks and improving customer service, but it complements rather than replaces the human touch in fostering deeper fan relationships.
• Cross-departmental collaboration and clear data strategies are critical for optimizing the use of technology investments, ensuring organizations can turn insights into actionable strategies to drive fan loyalty and revenue.
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