Hey. I'm Erin.
Now let's get into a hot topic
on every market's mind. Events.
Events have the power to generate
a lasting impact on your audience.
Well beyond the in-person experience.
Today, we'll discuss
how Salesforce approaches events
and share five tips
that every marketer
can use
to create powerful experiences.
Sounds good.
Let's get into it.
Welcome to Salesforce
and Salesforce, an inside
look at how we run our sales, service
and marketing businesses with helpful
how to tips
that you can apply
to your own business. At Salesforce,
We leverage events to build
audience reach and accelerate
business events
account for over
half our inbound leads each year.
And what's even more amazing
when a customer
from a sales opportunity
attends an event on average,
that deal is five times
more likely to close.
Events aren't
just a part of our marketing DNA.
They are at the heart
of every major launch moment
and announcement.
They offer priceless, opportunities
to connect
with customers,
providing experiences
that grow loyalty.
They provide space for skilling up
and learning through product
innovations and knowledge
filled sessions.
And most importantly,
they accelerate deals
and drive revenue.
The more engaging,
innovative and experience,
the more they attract
and the bigger impact they have.
OK, so where do you start?
At the beginning,
to create a perfect experience.
First, consider why are you doing it?
Who is your audience?
How do you reach them?
And what do you hope
they'll take away at Salesforce?
We do this through our V2MOM,
which stands for Vision, Values,
Methods, Obstacles, and Measures.
By starting your planning process
with this clear framework,
you will establish a North Star
to gauge
if you're on track
to deliver the agreed upon outcomes.
Oh, you didn't think
we would tell you about that?
Mom would not give you
a little something
and try for yourself.
Are you new here?
Head over to the blog
linked in the description below.
Download the V2MOM template
and use it as a starting place
for your event planning.
OK, before we get into it,
I guess I should give some credit
where credit is due.
We have a great planning
playbook built
by none other than our co-CEO
Marc Benioff,
who had a clear vision
about how to leverage events
to connect with customers
and drive results.
So here are five tips
that are more relevant than ever
for how you can maximize
the impact of events.
Tip number one cater to the attendee.
This is a huge part
of what makes our events
so special for our customers.
As a planner, it's
your job to create experience
that resonates with your attendees.
Remember,
you're a human designing
experiences for humans,
not seeds in a breakout room.
Not registration numbers,
but people
design events
that inspires and creates
action, speaks their language
and puts them at the center
of everything you do.
For example,
Trailblazer DX
is an event for our developer
and admin users.
We adapt our content plans to amplify
things that matter
most to this audience,
like hands on activations,
hackathons, and deeper level demos.
We lean into the developer community
and their unique spirit
to add surprise and delight moments
that resonate on a personal level.
Catering to the attendee
is about more than just relevant
content. It's also about connection.
More than ever before.
We know that events offer
a unique opportunity to reconnect.
The easiest way to do
this is to intentionally curate space
for networking,
both physically
and programmatically
within your agenda.
Attendees can share
experiences, solve challenges,
and build
strong relationships
through your products and services.
And don't
forget your digital attendees.
If networking is happening on site,
make sure you set up a way
your digital audience
can engage in real time.
Slack and platform
chat are our go to
tip number two let your customer
do the talking
OK, this is some real secret sauce.
at Salesforce,
we are laser
focused on elevating our customers
as champions for our products
through their own success.
Since day one, we've opted to let our customers
own the spotlight.
Speaking to how our products
and services
have changed their businesses
Keynotes, sessions,
demos, activations are all areas
which we let our customers
share their experiences
instead of just highlighting products and features
And remember, it's not just speaking opportunities,
but also embracing the chance
to be bold and create standout physical experiences
that spark conversations and wow your attendees.
Our in-person activations, show off
our customer success and give others a chance to envision
how they might unlock
their own success
with a real life example.
Tip number three. The event is
the message
event are expression of your brand
and should reflect your business and product
It's a great opportunity
to immerse your attendees in who you are.
Everything from event messaging,
venue selection, speakers, signage, and demos
should reflect your business's
culture and personality.
That doesn't mean it needs to be massive
with a huge budget.
The goal is to make sure your brand shines and embraces
your authentic spirit
across every small
and big attendee touchpoint.
Dreamforce is our flagship event.
It's a true manifestation
of our customers
culture, products, and people.
We make sure there's a consistent threading
throughout the experience,
from free event messaging to main messages
and welcome moments to our lanyards
around the attendees necks.
Our brand key messages are in full display.
Tip number four. Always be relevant.
To create events that are newsworthy.
You must have news.
Align the timing of your big
announcements, product
innovations and launch moments
to your events calendar.
Our mantra always be launching allows
us to stay relevant
and push the boundaries
for our customers.
As part of your annual planning,
collaborate and align
across product and marketing teams
to lock in your event calendar.
Tip number five.
Have fun and create magic.
This is an easy one
and arguably the most important.
What is an event without fun?
By adding moments
that make your attendees
feel some joy, laugh,
and maybe even sing,
you can make memories
that have lasting impressions.
There's a reason
why Dreamforce is called
the Family Reunion.
From our epic concerts
to our beloved
brand characters
who playfully interact
with attendees,
to smaller
photo ops
and Easter
eggs hidden and onsite signage,
you cannot underestimate the power
of bringing a smile
to your attendees.
Faces
The magic is found in
both the big moments
like the surrounding energy
on the showroom floor.
Sessions, demos
and activations happen all around you
and also the small ones
like the sound
of the forest floor alive
as you meander the campground
or take a selfie with the friend
you haven't seen since last year.
And everything in between.
Don't forget your social
or digital viewers.
While they may not be able
to rock out at a concert,
think of their experience
like you watching an award show
live on TV
Treat them with Social First,
digital only moments curated
just for them,
like behind the scenes
access and live interviews.
Look at us.
We did it
Five Tips for How You Can
Maximize the Impact of Events.
An overview
of how Salesforce looks at events
and the impact
they can drive in your business.
Be sure to check out the blog
and trailhead quick links
linked in the description below.
And don't
forget to watch
the other episodes in the series.
We'll see you next time.