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Customer Engagement

Salesforce’s New Marketing Campaign: We Bring Companies and Customers Together

Over the last twenty years, Salesforce has changed the face of the industry, inventing the enterprise cloud and building the world’s #1 customer relationship management (CRM) platform. We built a community of Trailblazers who continue to inspire us and their peers, and we built a strong, differentiated and purpose-driven brand. Our employees, customers, and partners ecosystem have a lot to be proud of. As a result, Salesforce is now a top ten global B2B brand and the fourth fastest growing brand in the world.

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.

Today, I’m excited to announce our new global campaign to help the world better understand what Salesforce does: “We Bring Companies and Customers Together.”

We think of the Salesforce brand in three ways:

  1. Product: We’re the world’s #1 CRM, connecting customers and companies in a whole new way.
  2. People: We’re changing lives by helping people learn in-demand skills that lead to great jobs with Trailhead, our free online learning platform.
  3. Planet: Business is a platform for change. People want to work with companies they trust and know they are doing to do good.

When we developed this campaign, one thing that became clear early in the process is that there’s never been a better time to be a customer. Everywhere you look, companies are serving up experiences that feel easy. Seamless. Magical. Want to buy new shoes from your phone and have them delivered to your house the next day? No problem. Others are just overdue. Like being able to call customer service and talk to a rep who actually knows you, and can actually help.

On the flip side, the very things that make this era so great for customers make it challenging for companies. Every department, job function, and process has its own technology. How do you connect it all? Every company knows it needs to move faster and create deeper relationships with customers. How do you do it?

That is our core value proposition at Salesforce and the message of our new campaign: We bring companies and customers together.

We make technology that supercharges every part of your company that connects with customers, delivering a 360-degree customer view across sales, marketing, service, e-commerce, mobile apps, connected products and more. CRM also powers integration with all the other parts of your business already humming along, including supply chains and finance. It’s back office, front office, and offices yet to come.

And it all comes together on a single platform. Every employee gets the same 360-degree view of every customer and the same power to deliver great experiences, and build trust, at every step. These core principles apply to every industry. In healthcare, it’s patients not customers. In hospitality, it’s guests. Whoever your customer is, we’re helping bring you closer to them.

Another important component of the campaign is showing up in new places with new partners that share our values. One example is our partnership with WaitWhat (the team behind Masters of Scale who also led TED’s media organization) and Arianna Huffington’s Thrive Global, where we created a new podcast, #MeditativeStory, that brings mindfulness to life in an exciting, and attainable, new way.

Whether you’ve been part of the Salesforce community for twenty years or are brand new, thank you. There is so much more to come!


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