Salesforce

Part
01
of two
Part
01

Salesforce: marketing

Salesforce always relied on the media since its inception. As such, the use of social and digital media are among its main marketing strategies, which it uses to transmit clear and precise messages, regarding the services offered by the company. Salesforce uses digital and traditional advertising.

SALESFORCE OVERVIEW

  • Salesforce offers a variety of services including, sales force automation, customer service, and support, marketing automation, digital commerce, application development, professional cloud services, among others.
  • It offers the integration of the company's operation with its small and large customers through innovative technologies, as well as to drive the growth of applications and technologies through third parties.

SOCIAL AND DIGITAL MEDIA PRESENCE

  • On Salesforce's social media networks (Facebook, Twitter, YouTube, LinkedIn), it publishes daily multimedia to promote interaction with its followers through interactive feedback. These networks are based on the philosophy of the services they offer to boost their company's customer relationship management (CRM) market.
  • Along with social media, its blog publishes all kinds of information about the benefits of having the services they offer, in addition to reviews, informational materials, advertising, videos, and more.
  • Salesforce has 741,002 followers on Facebook.
  • Salesforce has 467.000 followers on Twitter.
  • Through social and digital media, Salesforce expresses a philosophy that is based on progress, teamwork, integration, and prioritization of their customers.

MAIN MARKETING STRATEGIES

  • One of Salesforce's main marketing strategies was relying on the media from the beginning. It transmits confidence and security, through advertisements and interviews, which positions it positively in the market.
  • Clear and precise messages regarding the services offered by the company have been another of its strengths. (SOURCE 6)
  • Salesforce uses digital and traditional advertising. Since its inception, it has evolved according to technological developments and has adapted to the ways of reaching the public.
  • "Salesforce dominated the worldwide CRM market with a 19.5% market share in 2018, over double its nearest rival, SAP, at 8.3% share."
  • The new Salesforce campaign is based on providing a clearer and more straightforward message of what the company does.
  • With this strategy, the company plans to reach more people and companies using a clear message, and by integrating different environments into the campaign.

RESEARCH STRATEGY

Since the information about the Salesforce's presence on social and digital media was required, we investigated social media and news to determine that presence.
There was little information on Salesforce campaigns, so we selected the most recent one, although it did not yet have representative statistics.
There was great difficulty in finding information regarding the marketing of the company because the information about the services they offer was superimposed.

Part
02
of two
Part
02

Salesforce: Overview

Salesforce's main service is productivity-boosting CRM solutions, and its primary target market includes the wealth management, banking, and healthcare sectors. Meanwhile, pricing for its services ranges from $25 to $300 annually.

Salesforce

MAIN SERVICES
BUSINESS MODEL
TARGET MARKET
  • The target market of salesforce belong to certain industries, including banking, government, life science, wealth management, healthcare, manufacturing, retail, consumer goods, insurance, media, and travel & hospitality.
PRICING
  • Pricing for Salesforce's services ranges from $25 to $300.
  • For the Sales Essentials plan, the annual fee is $25, and its main feature is lead management.
  • For the Lightning Professional plan, the annual fee is $75, and its main feature is campaign management.
  • The Lightning Enterprise plan is available for an annual fee of $150, and its main feature is advanced reporting features.
  • The Lightning Unlimited plan is available for an annual fee of $300, and its main feature is unlimited support.
Sources
Sources

From Part 01
Quotes
  • "Salesforce.com, inc. is a customer relationship management company, which provides enterprise software. "
Quotes
  • "We bring companies and customers together."
Quotes
  • "We bring companies and customers together. Sharing the news, events, and innovation you need to change the world for good. Need support? Tweet @asksalesforce"
Quotes
  • "According to Trends in Healthcare and Life Sciences Marketing, more than half of healthcare marketers view the customer journey as the primary vehicle for patient experience improvements. "
Quotes
  • "The Fourth Industrial Revolution is changing the way people work, using robotics, AI, the Internet of Things, and more. By making these innovations easier and more accessible, we’re helping create a future with greater opportunity and equality for all."
Quotes
  • "Salesforce.com is known for pushing the envelope with their controversial and creative marketing strategies. The CEO responsible for their ascension from startup to Billion valuation, Mark Benioff, has provided some candid insights into their controversial and creative marketing strategies along the way."
  • "“Even before salesforce.com officially launched, we understood the value of a marketing-obsessed culture, and we strove to generate excitement about our new on-demand delivery model. Don Clark, a reporter at the Wall Street Journal, visited us while we were still based in the apartment, and he wrote a front-page story called “Canceled Programs: Software Is Becoming an Online Service, Shaking Up an Industry.” Published on July 21, 1999, the article illustrated the shift that was occurring. Clark cited our company, founded only six months before, as one of the examples. He wrote that I was “driven by a chance to make high-tech history,” and he closed the article by quoting me saying, “This will be the spawning of a new industry.”” — Marc Benioff, CEO"
  • "This level of excitement signaled to the entire market that Salesforce was doing something BIG. They believed it, and they demonstrated the confidence early and often."
  • "To shake up an entire industry like Salesforce did, you need to be perfectly clear in your messaging. You are presenting a radical new idea, and it requires precise clarity to get your message across."
Quotes
  • "Salesforce dominated the worldwide CRM market with a 19.5% market share in 2018, over double its nearest rival, SAP, at 8.3% share."
  • "Worldwide spending on customer experience and relationship management (CRM) software grew 15.6% to reach $48.2B in 2018."
Quotes
  • "Salesforce impressed investors recently by crushing third-quarter estimates, reporting a third-quarter revenue of $3.39 billion - up 26% for the year. "
  • "The software company has become very popular in recent years. TheStreet's founder Jim Cramer even dubs the service as a 'Cloud King' and has been very bullish on the stock - seemingly with good reason."
Quotes
  • "The ant at the picnic has helped to create a $250 billion global market. Benioff’s company was built around one main idea: that software should be delivered 24/7 to people over the cloud. Salesforce was the first company to do this."
  • "Salesforce staked a claim by building one of the first cloud products, a CRM tool, and aggressively evangelizing the company’s vision. "
Quotes
  • "Over the last six months, we’ve done a lot of research to learn more about what the Salesforce brand means to people. While our brand is strong, we learned that the rapid expansion of CRM outside of salesforce automation combined with the fast changing technology landscape means people still don’t understand well enough what exactly we do."
Quotes
  • "With the company becoming more complex, it’s looking to simplify the message. The new ad campaign is called “We Bring Companies and Customers Together.” Through radio, print, TV, digital, metro ads and more as well as some local events, Buscemi said Salesforce is showing specifically how its technology is used in different businesses."