Salesforce

Salesforce Overview
Employees: 35000
Headquarters: San Francisco, CA
Founded: 1999
About
Salesforce.com, Inc. is an American cloud computing company headquartered in San Francisco, California. Though its revenue comes from a customer relationship management product, Salesforce also sells commercial applications of social networking through...
Insights from the Salesforce Demand Generation Team
Keara Cho
Keara Cho
Sr. Director, Small Business Demand Generation, SalesforceAugust 16
Here's a quick laundry list of things to consider without diving into your business model and marketing plans. 1. Partnerships: Do you have partners you can work with to integrate a call-to-action? For example, in one of our small business campaigns where we were targeting small business owners we were able to partner with local banks to include our offering in their small business loan welcome package. I know integrations are tough and it requires more than marketing to champion so I would also think about co-marketing. Are there any partners that have a database of people you are curre...
Keara Cho
Keara Cho
Sr. Director, Small Business Demand Generation, SalesforceAugust 15
The key to a successful marketing campaign is segmenting your target audience correctly and being customer-obsessed. But your job is not just to drive people to websites and have them fill out a form to become a lead; it’s to be responsible for the entire customer journey. In fact, 56% of high-performing marketers actively map the customer journey across their company. To successfully join this effort, you need to properly nurture customers. THE TOP-OF-MIND NURTURE B2C companies are experts at the top-of-mind nurture. My local wine shop sends me a weekly update of their tasting events ...
Keara Cho
Keara Cho
Sr. Director, Small Business Demand Generation, SalesforceAugust 15
Have a beginner's mind.  What worked in the past might not work in your new position (or it may? But you have to test it first before implementing something full blown). The challenges you have faced leading other teams are not going to be the same set of challenges you will face in your new role. I will think about my conversion path and buyer's journey before I even think about what go-to-market channels I need to build or optimize.  Step 1: What being said, I would start off by listening to all the functional leads in your new company (sales, product, support, ops). I will then sit...
Keara Cho
Keara Cho
Sr. Director, Small Business Demand Generation, SalesforceAugust 15
This question is very similar to the one asked below, titled: Are there specific channels you think are a foundation to a Demand Generation strategy? Short answer is focus on your website and email channel first. In addition to what I discussed in that section, I would highlight recommend aligning with your product leaders and support/customer service leaders the same way a demand gen leader would if they had a sales leaders they align with.  Your job is to convert users and help them adopt the product. Use data science to drive your marketing activities. Once you identify where th...
Keara Cho
Keara Cho
Sr. Director, Small Business Demand Generation, SalesforceAugust 15
Everything starts with a great organic strategy and an SEO friendly website. When I ran demand gen at a very small company, the sales team was just starting to ramp up and I didn’t have a budget so website/content was where I focused on first. In parallel, if you have a direct sales team outside of a product led selling motion, I would align with your sales leader and all the regional managers and individual AEs. Demand generation is an extension of your sales team and tight alignment between sales and marketing is a key ingrediant to your and your company's revenue goal success. More ta...
Salesforce Demand Generation Leaders
Keara Cho
Keara Cho
Sr. Director, Small Business Demand Generation