Dreamforce is Coming - Ensure Your Marketing Approach Translates to Success
Have a strategy, not just a plan.
What exactly do I mean by this? Make sure your organization’s representation and delivery at Dreamforce are consistent with your brand. Part of this, is making sure your team and your company understand the difference between Product Marketing and Branding, as well as where to use each accordingly.
Your overall marketing strategy should encompass both, and will be comprised of everything from your booth, your location in the expo, the demos you decide to give, the personas you target, etc. This is how I distinguish between the two. Product Marketing is the mixture of ways in which you compare and distinguish your products from other products in the marketplace. Branding on the other hand, is the variety of approaches you take to define and champion your customers, as compared to others.
The end goal and perfect balance of these two components, will help you create positive experiences and brand association for Dreamforce attendees.
By establishing solid relationships, and you can aligning and enabling the Account Executive and Sales Leadership teams at Salesforce, you increase your chances of them bringing your brand and your into their own sales cycle. Just because their primary goal is to sell Salesforce does not mean that they wouldn’t sell you product in addition to, as an add on.
View ROI through Marketing attribution vs. sourced.
It’s imperative that your team uses Dreamforce as business closing event. Often organizations approach the show as a simple lead generation opportunity, when in reality, the output can be so much greater. One-on-one meetings with clients and prospects, personalized dinners and extracurricular outings, as well as thoughtful follow-up communication, can be the difference between closing a deal by year’s end. Dreamforce provides the ultimate opportunity to nurture those imperative relationships.
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