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Salesforce

Developing a brand newsroom that uses content to deliver major results

Overview

Salesforce is the global leader in customer relationship management (CRM). As Salesforce ANZ’s content partner since 2016, we have developed strategic content programs and campaigns that support business growth, promote Salesforce’s values and celebrate its customers’ success stories.

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Objectives

  • 1
    Increase the organic reach of Salesforce content
  • 2
    Increase engagement on social channels
  • 3
    Develop the profile of senior executives
  • 4
    Drive awareness and registration to key events
  • 5
    Drive leads via downloads of priority assets

    • Approach

    Over the past five years, we’ve developed an always-on content program that aligns with Salesforce’s business and marketing objectives, as well as its core brand values. 

    Salesforce now runs like a brand newsroom, posting daily content that highlights innovative business practices and sparks conversations around core Salesforce values such as equality and trust. 

    We also develop and promote hero content assets to generate leads for Salesforce to use in its remarketing. A number of these are global assets that we localise to ensure they resonate with audiences in Australia, New Zealand and ASEAN.

    Content is also used to support major Salesforce events. We develop and execute content-led strategies that generate event audiences and extend the reach of the event beyond the people that attend.

    The results

    %
    increase in
    e-newsletter
    subscribers.
    0 %
    growth in
    audience across social
    media channels.
    0 %
    increase in
    SEO traffic on
    the blog.

    Awards

    Content
    Marketing
    Awards

    Finalist

    Agency/Client Content Marketing Partnership

     

    Finalist

    Best Content Marketing Multi-Year Program

     

    Winner

    Best Content Marketing Program in Technology

    Digiday
    Awards

    Winner

    Best Branding B2B Campaign

    CMS Asia
    Content
    Marketing
    Awards

    Winner

    Content Marketing Program of the Year

     

    Winner

    Best Content Marketing Strategy of the Year

    Testimonial

    “The value Mahlab brings is to hear the numerous announcements, updates and stories, and connect dots across departments by identifying cross-functional content opportunities.

    Mahlab keeps one eye focused deeply on the Salesforce world, and the other out to the wider industry and content landscape to ensure we’re always bringing fresh ideas aligned to business goals as well as audience needs and expectations.”

    Brona Banville

    Senior Manager, Marketing Comms
    A/NZ, Salesforce

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