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How content boosted Salesforce’s audience generation

Key objectives

  • Drive awareness and registrations for World Tour Sydney 2017
  • Position World Tour Sydney as a ‘must-visit’ tech event
  • Generate high-quality leads through content engagement
  • Maintain post-event audience engagement


Salesforce is the world leader in cloud based customer relation management (CRM) and has been a client of ours since 2016. We were given the task of helping the team market their biggest annual event in the Asia-Pacific – World Tour Sydney.

Our approach

Planning for the World Tour event started more than a year out. A dedicated Mahlab team was set up to work alongside, and often inside, the key departments of Salesforce – to best understand the workflow, processes and core goals of the campaign and the World Tour event itself.

An in-depth blog and social content strategy was developed and executed to entice and engage audiences, generating interest about the topics that would be covered during the event.

With no amplification budget for social, the team’s challenge was to reach the key target audiences using organic (non-paid) social and SEO/Google traffic.

Highly relevant, niche content connected with audiences and offered value akin to what would be delivered on the day, then nurtured them through to event registration with blogs, infographics, vlogs and social copy across multiple channels and platforms.

Repurposing content for each channel was critical as part of the distribution strategy, ensuring that each piece of content was best suited to the media space and the audience.

Following the event, highly-targeted, ongoing content kept leads warm and moved them through their customer journeys.

The outcome

  • World Tour event registrations 30% above target
  • High content engagement -20% above target
  • High post-event engagement


Salesforce World Tour blog

Wrap up infographic: 2017, 2018

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