Salesforce’s new marketing strategy: A bold move or a misguided effort? – Brand Wagon News

Taking a new route 

In an effort to raise awareness, the company has signed former cricketer Rahul Dravid as its brand ambassador. According to the company, Dravid is a perfect fit as he represents stability, resilience, and innovation. “Salesforce is renowned for its strong values and innovative approach, which resonates deeply with my own beliefs and practices. Their mission to use technology to help businesses and individuals reach their full potential aligns perfectly with what I strive to do in my career. I see a lot of parallels between my work and Salesforce’s goals,” Dravid added. 

Vodafone Idea, AWS suspend services to Byju’s over unpaid dues

A look at Bollywood actors who invested in real estate. Here’s how much rent they get – From Amitabh Bachchan to Salman Khan

Capgemini acquires Syniti to enhance global data-led SAP transformations

UAE cancels $20 billion Rafale deal with France despite Telegram CEO’s release

For this campaign, the company claims to have adopted a 360-degree approach that integrates both digital and traditional channels. “We’ve always been a digital-first company because it allows us to target our audience more effectively. However, we recognise the importance of traditional and out-of-home media in India. We’ve been consolidating our media strategy since our discussions with Rahul during the World Cup semis. Now, we’re ready to go all out with a comprehensive campaign to reach our audience effectively,” Nipun Sharma, senior director and CMO, Salesforce India, said. 

For Dravid, the Salesforce campaign was indeed quite different from working with FMCG brands like Pepsi. “What stood out for me was the clarity and professionalism in their approach. They had a very clear message and a well-defined target audience, which made the process smooth and focused. There was no mixed messaging; everything was precise in terms of what they wanted to convey and how they planned to reach their audience,” he noted. 

Breaking the code

The typical marketing strategy followed by large B2B companies is through one-on-one interactions with CXOs (C-suit leaders) through various event-based formats. For the company, events are not just for marketing but rather to build meaningful relationships and share valuable insights. “These events are designed to foster connections and mutual learning. For instance, when we have high-profile speakers like Rahul, the experience is as enriching for us as it is for the attendees. The CXOs who join these events come with numerous questions and a desire to learn from those who have faced significant challenges and succeeded. Our goal with these initiatives is to go beyond simple lead generation. Instead, we aim to create a strong brand presence by showcasing our commitment to growth and leadership,” Bhattacharya explained. 

Salesforce India claimed that these efforts help to build trust with our customers, employees, and other stakeholders. It’s about establishing the brand as a credible and reliable partner who is dedicated to helping others reach their full potential, the company stated. “When people consider potential partners or solutions, we want them to think of us as a brand that truly understands and supports their goals,” she said.

However, pricing can be poised to be one of the challenges in this growth plan, especially in a country like India. Interestingly, the company claims that pricing is not a barrier. “In a price-sensitive market like India, it’s crucial to be right in the market, not just on the sidelines. We make sure our pricing is competitive and appealing to Indian consumers. Whether it’s small startups or large enterprises, a wide range of companies find our solutions affordable and valuable. We’ve worked with everyone from tiny teams of six to large organisations with over 100,000 employees. So, pricing isn’t a major barrier for us—our goal is to deliver real value and meet the diverse needs of our customers across the board,” she added. 

The road that lies ahead

Interestingly, once thought to be a platform meant for sales teams across sectors, Bhattacharya quickly added that Salesforce is a digital transformation company. For her, a modern-day salesperson must be a solution-oriented problem solver. “In the past, product development was often driven by internal ideas without fully addressing customer pain points. The approach was more internal than external. Today, however, the focus needs to shift from external to internal. Products should be designed based on customer needs and pain points. Even though we operate in a B2B environment, our ultimate goal is to enhance the experience of the end customer, who is ultimately our customer’s customer. To achieve this, we must provide a 360-degree solution that considers every stakeholder involved, rather than merely focusing on selling a product,” she said. 

At the same time, the company is trying to solve the puzzle called artificial intelligence (AI). As per Bhattacharyya, AI has been around for a while, but what’s made it buzzworthy today is how it’s been democratised. This means AI is now much more accessible and user-friendly. “For example, in a busy hospital, doctors often don’t have time to fully listen to all a patient’s symptoms. With democratised AI, a patient could tell an AI about their symptoms, and it could provide a preliminary diagnosis. The doctor would get this summary before meeting the patient, letting them focus on more detailed questions and improving care. This shift means AI can handle routine tasks and give valuable insights into customer preferences, market trends, and ways to enhance products and services. It helps businesses be more efficient, make better decisions, and improve their overall performance,” she explained.

With the company now living the digital transformation story, it looks to create products and services which go beyond elevating a sales pitch. Over the next few years, we aim to be recognised as a crucial partner in digital transformation. Our goal is to integrate AI seamlessly into all aspects of business workflows, positioning ourselves as a trusted ally in this journey. We want to be known for our stability, meticulous attention to detail, and the trust we build through our careful handling of your data and business needs. We strive to be the preferred partner for all your digital requirements, whether it’s data management, AI implementation, or any other technological needs,” Bhattacharya emphasised.

Follow us on Twitter, Instagram, LinkedIn, Facebook