SUCCESS STORY

Mount Arbor worked with Salesforce to develop a content strategy and copywriting bible. This helped to align messaging and marketing communications across multiple departments, resulting in more successful events. The solution provided a way to measure success by establishing key performance indicators. If you are finding it hard to align messaging and marketing communications across multiple departments, contact Mount Arbor today. We can help you develop a content strategy that will promote your event more effectively and help you measure success.
April 20, 2022
CHALLENGE

Salesforce approached Mount Arbor to help establish a framework for marketing its world events. The brief was to define and align all marketing and messaging for global teams running World Tours and Dreamforce in Salesforce. Mount Arbor delivered a content strategy and copywriting bible that Salesforce used to promote these events worldwide. This has aligned Salesforce's marketing efforts and helped the company run more successful events.

The Challenge: Multiple departments, multiple stories, no clear way to align or measure success

Salesforce has a vast array of departments, each with their own unique stories and perspectives. Marketing efforts were often siloed and there was no clear way to measure success. When running World Tour events, promotional efforts overlapped and it was difficult to keep everyone aligned on the messaging the was common to all customers. For example, with each new product or feature release, it was critical for each department to be correct as well as creative in order for local consumers to understand the significance of the value that mattered most to them. As with every global organisation, the more creative the marketing, the more possibilities there were for the key value points to be lost in translation.

The Design team had established standards for each department to follow, resulting in a fair balance between brand uniformity and local creativity at each event. Mount Arbor was tasked with developing the rules for global events to compose copy and produce content that followed brand standards while also allowing each department to develop creative material that only they could create for their own region, including the Middle East, EMEA, Africa, and North American audiences.

Why couldn't Salesforce just do it themselves?

Salesforce is a massive global company. They have the internal resources to do just about anything they want. Salesforce is quite simply one of the greatest marketing organisations on earth.

Why did they need our help?

There are three reasons we were approached by Salesforce to solve their problem.

  1. The marketing teams responsible were too close to the problem. They needed an external point of view in order to recalibrate their marketing efforts
  2. The product team were too close to the product. Every story they told was gravitationally pulled back to the product. The customer's story had become secondary. Salesforce needed a framework to flip their storytelling back to the customer
  3. We'd done it before (for Google)

Mount Arbor's storytelling framework helps businesses to objectively assess their customer's journey from a storytelling perspective, and then provides a way to directly link this journey to their marketing.

This proven methodology allowed Salesforce to reframe their story for all of their international events, so that distributed teams could each tell their unique, personalised stories in their marketing, while aligning with the global guidelines for digital channels.

The sales teams, product teams and senior management all loved the new system. It was a huge success. Thanks to Mount Arbor, Salesforce now has a way to tell their customers' stories in a consistent, aligned way that resonates with audiences around the world.

"This is the best project we've seen from the marketing team this year." - Senior Creative Manager at Salesforce
Marketing for Salesforce World Events
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Salesforce
SOLUTION

Working with the Global Design team, we first set out to understand all of the different departments, their objectives, and what success looked like for each of them. We interviewed the leaders in each of several territories across the world. Our interviews focused on the stories of the customers each of these departments was attempting to serve. We used a unique framework to conduct our interviews in order to establish the value being offered to customers, as well as the 'Jobs To Be Done' for each time a customer or prospect would attend an event.

We then conducted extensive research on best practices for global copywriting and content strategy. This informed the development of our own process and guidelines that we used to create a Salesforce-specific content strategy and copywriting bible.

From there, we were able to develop messaging guidelines that would eventually be used in a playbook for all sales and marketing teams. This included everything from the overall event strategy to the specific headlines, calls-to-action, and even the types of images that should be used. The playbook has been extremely successful in aligning sales and marketing teams around the world and has helped Salesforce run more successful events.


The Results:

"This is the best project we've seen from the marketing team this year." - Senior Creative Manager at Salesforce

"The senior management loved it." - Global Head of Design at Salesforce


Our Process:

1. Define Objectives: We work with you to define the objectives of your project in order to ensure that our work aligns with your goals.

2. Conduct Research: We conduct research on best practices in order to develop a process that is tailored to your specific needs.  

3. Create Strategy: We create a content strategy and copywriting bible that is tailored to your brand and will help you to achieve your objectives.

4. Implementation: We work with you to implement the strategy and ensure that it meets your needs.

5. Measurement: We measure the results of our work in order to ensure that it is effective and efficient.


Salesforce Dreamforce and World Tour Events are aligned on Story

The Salesforce marketing team was able to use the content strategy and copywriting bible developed by Mount Arbor to align its messaging and better promote its world events. This resulted in more successful events with each audience receiving key messaging through digital marketing efforts uniquely tailored for them.

Mount Arbor's solution was to develop a content strategy and copywriting bible for Salesforce's global teams. This framework helped to align messaging and promoted events more effectively. It also provided a way to measure success by establishing key performance indicators.

Summary:

Mount Arbor worked with Salesforce to align messaging and marketing communications across multiple departments, resulting in more successful events. The solution provided a way to measure success by establishing key performance indicators. If you are finding yourself spinning your wheels or hitting a wall when trying to communicate complex messages across your digital channels, contact Mount Arbor today. We can help you develop a content strategy that will promote your event more effectively and help you measure success, as well as finding ways to centralise your data so that omnichannel personalisation becomes a reality rather than a dream.


tags: salesforce | marketing | messaging | world tours | dreamforce | copywriting | content strategy