Dreamforce Attendees Are Individuals, So Treat Them as Such
When I first attended Dreamforce, about nine years ago, “segmentation” was a hot, new, trendy topic. Segmentation, at this stage, encompassed targeting based on persona, location, potential product fit, spend capacity and ABM. The strategies being tested out were things like pre-show nurture streams, event-based microsites and landing pages and meeting schedulers. And although these tactics still contribute heavily to marketing success today, the concept has definitely evolved.
This approach to segmentation really began to generate steam about two to three years ago at Dreamforce. It was at this point that marketing teams decided to take a more psychological approach and began looking at prospects and customers as individuals, with interests outside of work. Providing memorable experiences became the name of the game, and often involved activities like fitness, wine/beer tastings, the emergence of cause-based parties like Outforce, networking groups like Women in Tech, the Salesforce MVPs, etc. By taking the time to get to know prospects and customers as people, trust became more seamless, professional relationships were strengthened and ultimately, sales became easier to convert and maintain.
This same result still holds true today. And the best part is, this approach tends to be fairly low cost, while generating a high impact.
Most recent to emerge on the scene is the idea of “Dreamforce Segmentation.” In essence, the concept builds on lifestyle segmentation while narrowing the scope to the Salesforce ecosystem. Companies that operate in the Salesforce community, are now looking to break into groups like Salesforce Gov, the Developer Community, etc. Within these groups lies the potential to earn additional marketing “Influencers” that can assist greatly in building brand awareness.
For example, here at MapAnything, we depend on one of our co-workers, Kristi Guzman to be a brand evangelist. As a Salesforce MVP, she gains access to a completely different audience at Dreamforce. With her vast array of Salesforce and MapAnything knowledge, she is able to converse with her counterparts and related professionals, on industry topics, platform features and much more. She helps establish us an industry knowledge leader first and as the MapAnything product and brand second.
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