{"id":70734,"date":"2024-06-06T08:39:13","date_gmt":"2024-06-06T15:39:13","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=70734"},"modified":"2024-06-06T17:00:46","modified_gmt":"2024-06-06T16:00:46","slug":"mclaren-ai-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/uk\/news\/stories\/mclaren-ai-marketing\/","title":{"rendered":"Salesforce Einstein 1 Helps McLaren Racing Drive 1-to-1 Relationships with Millions of Global Fans"},"content":{"rendered":"\n<p>McLaren Racing is using <a href=\"https:\/\/www.salesforce.com\/uk\/products\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Einstein 1<\/a>, including <a href=\"https:\/\/www.salesforce.com\/uk\/sales\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Sales Cloud<\/a>, <a href=\"https:\/\/www.salesforce.com\/uk\/marketing\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud<\/a>, and <a href=\"https:\/\/www.mulesoft.com\/\">MuleSoft<\/a>, to deliver unique, connected fan experiences and build lifelong relationships with existing and new fans.<\/p>\n\n\n\n<p>As part of an <a href=\"https:\/\/www.salesforce.com\/uk\/news\/press-releases\/2023\/03\/21\/salesforce-to-power-mclaren-racings-world-class-fan-experience\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">existing multi-year partnership<\/a> between Salesforce and the McLaren Formula 1 Team, Salesforce technology is enabling McLaren Racing to unearth fan insights and create tailored marketing content such as automated emails with personalised subject lines and email copy while building smarter audience segments and marketing journeys.<\/p>\n\n\n\n<aside class=\"contextual-driver has-text-align-left contextual-driver--einstein\">\n\t<header class=\"tidbit-header\">\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tBecome an AI Enterprise with Einstein 1\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p>Unlock your AI future with Einstein 1, the #1 AI CRM and trusted platform built for the AI Enterprise.<\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/uk\/products\/?d=cta-body-promo-8\" target=\"_blank\">\n\t\t\t\t<span>LEARN MORE<\/span>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\">\n\t<path d=\"M13.92 5.38a1 1 0 000-.76.9.9 0 00-.17-.26.25.25 0 000-.07l-4-4a1 1 0 00-1.46 1.42L10.59 4H1.07a1 1 0 000 2h9.52l-2.3 2.29a1 1 0 000 1.42 1 1 0 001.42 0l4-4a.25.25 0 000-.07.9.9 0 00.21-.26z\" \/>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/uk\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/uk\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/uk\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<p><strong>Why it\u2019s important:<\/strong>\u00a0<a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">80% of customers<\/a> say the experience a company provides is as important as its products and services.\u00a0Formula 1 has exploded in popularity, counting <a href=\"https:\/\/www.salesforce.com\/resources\/customer-stories\/formula1-personalized-content-fan-engagement\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">over 900 million fans globally<\/a>. But with fewer than 1% of fans able to attend a Grand Prix in a year, McLaren Racing must go beyond in-person events to create personalised fan experiences that drive lifelong relationships.<\/p>\n\n\n\n<p><strong>The customer perspective:<\/strong> \u201cIf you stand still in our sport, you\u2019re actually going backwards. Through our partnership with Salesforce, we can efficiently build one-to-one relationships with millions of passionate fans around the world.\u201d \u2013 Zak Brown, CEO, McLaren Racing<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>If you stand still in our sport, you\u2019re actually going backwards. Through our partnership with Salesforce, we can efficiently build one-to-one relationships with millions of passionate fans around the world.<\/p>\n<cite>Zak Brown, CEO, McLaren Racing<\/cite><\/blockquote>\n\n\n\n<p><strong>Driving the news:<\/strong> McLaren Racing is using Einstein 1, which brings together CRM apps for sales, marketing, commerce, and more with trusted AI, data, and analytics in one integrated solution, to deepen engagement with its fans worldwide, grow revenue, and unlock productivity. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>McLaren Racing uses <a href=\"https:\/\/www.salesforce.com\/uk\/marketing\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud<\/a> to engage its fans with relevant, timely, and personalised email communications to deepen their connection with the brand.\u00a0<\/li>\n\n\n\n<li>With <a href=\"https:\/\/www.salesforce.com\/uk\/sales\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Sales Cloud<\/a> as its central CRM platform, McLaren Racing can more effectively manage its sales pipeline, contacts, CEO\u2019s address book, and partner information.<\/li>\n\n\n\n<li>With reusable APIs built on <a href=\"https:\/\/www.mulesoft.com\/\">MuleSoft<\/a>, McLaren Racing can pull fan data from multiple systems into its single CRM record in Sales Cloud. This will provide 360-degree visibility of fan data \u2013 from their favorite racing events and drivers to merchandise purchases and event invitations \u2014 in a single view.<\/li>\n\n\n\n<li>The Paddock Club App, built on <a href=\"https:\/\/www.salesforce.com\/uk\/products\/experience-cloud\/overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Experience Cloud<\/a> allows McLaren Racing ambassadors to check guests into the VIP suite faster and tap into real-time customer insights throughout each race weekend.\u00a0<\/li>\n\n\n\n<li>A digital partnership portal built on Salesforce <a href=\"https:\/\/www.salesforce.com\/uk\/sales\/partner-relationship-management\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Partner Relationship Management (PRM)<\/a> will deliver an easy-to-use, and tailored experience, providing 360-degree visibility of every contract, entitlement, and interaction.<\/li>\n\n\n\n<li>McLaren Racing is exploring the potential use of <a href=\"https:\/\/www.salesforce.com\/einsteincopilot\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein Copilot<\/a> to improve its team\u2019s support to partners. The trusted, reliable AI assistant for CRM will efficiently summarise partner requests, streamline communication, ultimately, help foster stronger relationships.<\/li>\n<\/ul>\n\n\n\n\n\n<p><strong>The customer perspective:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cSalesforce has helped us redefine the fan experience and deepen our relationships with partners. Having a 360-degree view of our audiences and the ability to connect with them through multiple channels will help us engage in more meaningful ways. This is key for enabling us to better respond to the changing demographics of our growing fanbase and I\u2019m excited about the opportunities this technology will unlock for us.\u201d \u2013 Ed Green, Head of Commercial Technology, McLaren Racing<\/li>\n\n\n\n<li>\u201cToday, having data that is actionable and the capability to scale personalisation are key to driving fan engagement, trust and loyalty. With Salesforce, we can create digital experiences our audiences expect, and more &#8211; meeting the needs of existing\u00a0 fans, as well as growing our fanbase.\u201d &#8211; Louise McEwen, Chief Marketing Officer, McLaren Racing<\/li>\n<\/ul>\n\n\n\n<p><strong>The Salesforce perspective:<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cTo bring the thrill of the racing track to its increasingly diverse and global fanbase, McLaren Racing needs to continue to innovate with how they engage with fans at the events and those watching remotely. With Salesforce, McLaren will be able to create personalised fan experiences and bring this great sport to their audiences in new and exciting ways.\u201d \u2013 Justin Wilson, Senior Vice President, U.K. Industries, Salesforce<\/li>\n<\/ul>\n\n\n\n<aside class=\"more-from-block more-from-block--2 alignfull wp-block-newsroom-moreontopic\">\n\t<div class=\"more-from-block__content\">\n\t\t\t\t\t<h4 class=\"more-from-block__title\">Related<\/h4>\n\t\t\n\t\t<div class=\"more-from-block__cards more-from-block__cards--2\"\n\t\t\t\t>\n\t\t\t\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"73785\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/ai-agents-need-performance-reviews\/\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=1024\" class=\"content-card__image\" alt=\"AI Agents Need Performance Reviews\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png 1200w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Why-AI-agents-need-performance-standards-not-just-prompts.png?w=343&amp;h=193 343w\" \/>\t\t\t\t\t<\/div>\n\t\n\t<div class=\"content-card__content-container content-card__content-container--style-\">\n\t\t\n\t\t\n\t\t\t\t\t<h3 itemprop=\"headline\" class=\"content-card__title\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/ai-agents-need-performance-reviews\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\tYour AI Agent Needs a Performance Review. Here\u2019s How to Give One.\t\t\t\t<\/a>\t\t\t<\/h3>\n\t\t\n\t\t\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"readTime\" class=\"content-card__read-time\">\n\t\t\t\t8 min read\t\t\t<\/div>\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"73756\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/uk\/news\/press-releases\/2026\/04\/20\/chiesi-group-agentforce-life-sciences-transforms-customer-engagement\/\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=1024\" class=\"content-card__image\" alt=\"Chiesi Group selects Salesforce Agentforce Life Sciences.\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png 1200w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2026\/04\/Chiesi-Tile.png?w=343&amp;h=193 343w\" \/>\t\t\t\t\t<\/div>\n\t\n\t<div class=\"content-card__content-container content-card__content-container--style-\">\n\t\t\n\t\t\n\t\t\t\t\t<h3 itemprop=\"headline\" class=\"content-card__title\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/uk\/news\/press-releases\/2026\/04\/20\/chiesi-group-agentforce-life-sciences-transforms-customer-engagement\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\tChiesi Group Selects Salesforce Agentforce Life Sciences to Transform Customer Engagement\t\t\t\t<\/a>\t\t\t<\/h3>\n\t\t\n\t\t\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"readTime\" class=\"content-card__read-time\">\n\t\t\t\t5 min read\t\t\t<\/div>\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\t\t<\/div>\n\t\t<noscript>\n<div class=\"pagination-fallback\">\n\n\t\t<a href=\"https:\/\/www.salesforce.com\/uk\/news\/wp-json\/wp\/v2\/posts\/70734\/page\/2\/?bc=OTH#section-title\">\n\t\t\tOlder Posts\t\t<\/a>\n\t\t<\/div>\n<\/noscript>\n\t<\/div>\n<\/aside>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-learn-more\"><strong>Learn more:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tune in to World Tour London on <a href=\"https:\/\/www.salesforce.com\/uk\/events\/world-tour-london\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce+<\/a> and read more World Tour London news\u00a0<a href=\"https:\/\/www.salesforce.com\/uk\/news\/collections\/london-tour-london-2024\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/mclaren-racing-fan-engagement\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Watch<\/a> how McLaren Racing aims to deepen fan engagement with Salesforce and <a href=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/mclaren-racing-fan-experience\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">read more<\/a> about the relationship\u00a0<\/li>\n\n\n\n<li>Read more Salesforce customer news <a href=\"https:\/\/www.salesforce.com\/uk\/news\/topics\/customer-success\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>McLaren Racing is using Salesforce Einstein 1, including Sales Cloud, Marketing Cloud, and MuleSoft, to deliver unique, connected fan experiences and build lifelong relationships with existing and new fans. As part of an existing multi-year partnership between Salesforce and the McLaren Formula 1 Team, Salesforce technology is enabling McLaren Racing to unearth fan insights and [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":70733,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[4142],"sf_theme":[3985],"sf_topic":[3998,3986],"sf_product":[4345],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[4301],"sf_collection":[6748],"sf_visibility":[],"coauthors":[],"class_list":["post-70734","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-news-highlights","sf_theme-digital-transformation","sf_topic-customer-success","sf_topic-digital-transformation","sf_product-einstein","sf_location-global","sf_collection-london-tour-london-2024"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Salesforce Einstein 1 Helps McLaren Racing Drive 1-to-1 Relationships with Millions of Global Fans - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/mclaren-ai-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Salesforce Einstein 1 Helps McLaren Racing Drive 1-to-1 Relationships with Millions of Global Fans\" \/>\n<meta property=\"og:description\" content=\"McLaren Racing is using Salesforce Einstein 1, including Sales Cloud, Marketing Cloud, and MuleSoft, to deliver unique, connected fan experiences and build lifelong relationships with existing and new fans. 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