Behind Every SMB
We developed three clear objectives: to increase awareness at the owner/founder level; to demonstrate the value of using Salesforce for smaller companies, and to build the pipeline of SMB prospects in key European markets. To narrow the focus, we prioritised fast-growing companies in set vertical markets.
To engage founders, we turned first to emotion and empathy – channelling their unique personal relationship with their business and customers. Recognising the epic efforts of all founders to woo, win and keep their first customer, we applied the same emotion to the task of scaling customer numbers. Our simple platform, Make every customer feel like your first customer, captures perfectly the Salesforce value proposition for SMB’s.
Emotive advertising and a video series brought the proposition to life and drove traffic to a rich content portal featuring case studies and a learning portal to teach founders how to use Salesforce to benefit their business. A gated self-assessment tool that diagnoses a company’s technology and customer experience helped move prospects further down the funnel towards conversion.