What is a good response to this post? Hi Class, The global company that I believe does an excellent job of marketing is Salesforce. According to Salesforce, the International Data Corporation (IDC) ranked Salesforce as the #1 CRM vendor worldwide. (Salesforce, 2024) Every business relies on a CRM to manage its contact data, specifically, the contact information so that sales and marketing teams can communicate with the customers, prospects, vendors, partners, affiliates, and any other contact that conducts business with the company. CRM systems are the lifeline of the sales team. I believe the success of Salesforce’s marketing strategy lies in their ability to become experts of their buyers—the buyer's needs and challenges, buying drivers, social and economic drivers, and trial-to-product adoption strategies. Salesforce is constantly innovating its platform to stay ahead of competitors. The company also leverages strategic acquisitions such as Tableau and Slack to propel growth and crossmarket. Salesforce’s Dreamforce conference builds brand awareness and a sense of community. The company also produces some of the best marketing collateral that I’ve had the pleasure of researching. For example, web pages that share case studies are a mixture of content and video. This is great for SEO and accessibility. The videos contain contributions by internal stakeholders, the customer, and sometimes the customer’s customer as seen in Uber Eats. (Uber eats resolves order disputes faster with data in one view.) Case studies are typically created with a brief paragraph about the customer's challenge, then provide a high-level summary of how the product/service solved the challenge. I like Salesforce's approach because it shares how SF internal teams identified ways to improve the customer's ability to grow their business and also shared how the Uber Eats customers (the restaurants) were empowered. Salesforce avoids self-reference criterion by tailoring its message to adapt to regions and cultural norms. They employ local teams who know the language, can select the best imagery, and create content that resonates with the local audience. Salesforce also does extensive research to understand regions, and their economic and social dynamics. Salesforce avoids ethnocentric behavior through cultural sensitivity training and they have a diverse workforce. Salesforce also created regional Trailblazer communities where they learn from users and can meet the needs of specific regions. References: Uber eats resolves order disputes faster with data in one view. Salesforce. (n.d.). https://www.salesforce.com/resources/customer-stories/automating-workflows-uber-eats/Links to an external site. Salesforce. (2024, May 1). Salesforce ranked #1 CRM provider for 11th consecutive year. https://www.salesforce.com/news/stories/idc-crm-market-share-ranking-2024/Links to an external site.
What is a good response to this post?
Hi Class,
The global company that I believe does an excellent job of marketing is Salesforce. According to Salesforce, the International Data Corporation (IDC) ranked Salesforce as the #1 CRM vendor worldwide. (Salesforce, 2024) Every business relies on a CRM to manage its contact data, specifically, the contact information so that sales and marketing teams can communicate with the customers, prospects, vendors, partners, affiliates, and any other contact that conducts business with the company. CRM systems are the lifeline of the sales team.
I believe the success of Salesforce’s marketing strategy lies in their ability to become experts of their buyers—the buyer's needs and challenges, buying drivers, social and economic drivers, and trial-to-product adoption strategies. Salesforce is constantly innovating its platform to stay ahead of competitors. The company also leverages strategic acquisitions such as Tableau and Slack to propel growth and crossmarket. Salesforce’s Dreamforce conference builds brand awareness and a sense of community. The company also produces some of the best marketing collateral that I’ve had the pleasure of researching. For example, web pages that share case studies are a mixture of content and video. This is great for SEO and accessibility. The videos contain contributions by internal stakeholders, the customer, and sometimes the customer’s customer as seen in Uber Eats. (Uber eats resolves order disputes faster with data in one view.) Case studies are typically created with a brief paragraph about the customer's challenge, then provide a high-level summary of how the product/service solved the challenge. I like Salesforce's approach because it shares how SF internal teams identified ways to improve the customer's ability to grow their business and also shared how the Uber Eats customers (the restaurants) were empowered.
Salesforce avoids self-reference criterion by tailoring its message to adapt to regions and cultural norms. They employ local teams who know the language, can select the best imagery, and create content that resonates with the local audience. Salesforce also does extensive research to understand regions, and their economic and social dynamics.
Salesforce avoids ethnocentric behavior through cultural sensitivity training and they have a diverse workforce. Salesforce also created regional Trailblazer communities where they learn from users and can meet the needs of specific regions.
References:
Uber eats resolves order disputes faster with data in one view. Salesforce. (n.d.). https://www.salesforce.com/resources/customer-stories/automating-workflows-uber-eats/Links to an external site.
Salesforce. (2024, May 1). Salesforce ranked #1 CRM provider for 11th consecutive year. https://www.salesforce.com/news/stories/idc-crm-market-share-ranking-2024/Links to an external site.
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