On Strategy Showcase Why Matthew McConaughey's helping Salesforce reposition
Aug 26, 2024
Kim Baffi, a contributor to Salesforce's repositioning campaign, and Darren Brady-Harris, an expert from the Matthew McConaughey partnership, dive into bold marketing innovations at Salesforce. They explore how the company aims to establish trust as a leading B2B Generative AI provider. The discussion highlights the evolution of B2B to B2P marketing, emphasizing creativity and emotional connections. They also touch on playful yet serious themes of AI responsibility and the integration of technology in fostering human interactions.
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Early Salesforce Marketing
- Salesforce's first ad featured a jet fighter downing a biplane, representing Oracle.
- Their irreverent "No Software" campaign in 2000 involved staged protests against competitors, highlighting their cloud-based approach.
Salesforce's SaaS Model
- Salesforce pioneered the cloud-based software as a service (SaaS) model.
- This model shifted away from on-premise computing and offered a subscription-based access to frequently updated software.
Building Trust
- Salesforce's early adoption of cloud-based software required building trust with risk-averse businesses.
- Their marketing reflected a playful, provocative personality, embracing challenges.