Salesforce unveils global campaign to educate consumers on what it does

Salesforce has launched a global ad campaign after identifying a gap in understanding over what it does while researching what Salesforce means to people over the past six months. Named "We bring companies and customers together", the campaign will be executed across out-of-home, print, digital, radio and social media.

The campaign aims to spread awareness about Salesforce activities in three aspects - product, people, and planet. The product aspect seeks to reinforce the brand as the world's best CRM provider, while people points towards how Salesforce has been helping people pick up in-demand skills through its free online learning platform Trailhead. Meanwhile, planet focuses on the company's do-good efforts.

Salesforce CMO Stephanie Buscemi explained in a blog post: "While our brand is strong, we learnt 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."

Buscemi added while technology has been "serving up experiences that feel easy" for customers, it has been adding challenges 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?", she said. This led Salesforce to arrive at its core value proposition and campaign message: "We bring companies and customers together".

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According to Buscemi, one important component of the campaign is about "showing up in new places" with new partners that share the company's values. On that note, Salesforce also partnered content incubator WaitWhat (the team who also led TED’s media organisation) and Thrive Global app by author Arianna Huffington to create a new podcast. Named Meditative Story, the podcast releases a new story weekly that combines first-person storytelling with "mindfulness practice".

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