Salesforce

Increasing Awareness for Salesforce

Salesforce is a globally recognized brand, and the industry leader in customer relationship management software and applications focused on sales, customer service, marketing automation, e-commerce, analytics, and application development.  We are proud to have worked with Salesforce for over 7 years, solving many complex challenges as their brand media AOR.

The Salesforce Ask:

Historically, Salesforce had made limited investments in building brand awareness at the corporate level. While occasional programs had been put in-market as funds were available, it was not understood whether paid media investments could improve overall brand metrics. Mediasmith was asked to prove value of brand advertising through a regional test.

Mediasmith’s Approach:

We analyzed multiple data sources and recommended a regional test in a top five U.S. city, Chicago.  We delivered a recommendation to drive increased brand metrics based on defined audience size and target reach and frequency required to increase awareness, and then coordinated with research and sales teams to align on key metrics vs control cities.  Key data points for success included:

• Marketplace awareness
• Organic traffic
• Net new leads & lead contact rate

Mediasmith then planned and executed an all-media campaign including targeted digital, OOH, local TV, local radio, and streaming programming.

Learnings and Results:

• The test campaign increased awareness and consideration vs. control by 2.5x
• Traffic, lead volume, and engagement well exceeded goals
• The results fueled new key region programs as well as national investments to drive awareness
• This effort informed the foundation for a new “Top Cities” program
• A new team was established at Salesforce to focus on national brand awareness marketing efforts
• Mediasmith was asked to manage brand awareness investments for the next 5 years

“Our presence was everywhere, and we’ve had input from prospects that the marketing campaign spurred them to initiate their first serious look at Salesforce.” Tony Rodoni/ EVP, SMB