Extensive Marketing Strategy of Salesforce – Complete Overview

Updated on: Aug 26, 2022
Marketing Strategy Of Salesforce - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In our previous blog, we discussed Sify Technologies, India’s Prominent ICT Service & Solution Provider Company. In this article, we’ll go through the marketing strategy of Salesforce, which is the world’s most popular customer relationship management (CRM) software.

The goal is to learn about Salesforce and how it became the world’s most popular customer relationship management platform.

As you can see, the world is now completely online, and marketing is at the heart of every business. If you want to learn more about marketing, attend our Free Masterclass on Digital Marketing taught by Karan Shah, the CEO and creator of IIDE.

By the end of this blog, we will have learned the marketing strategy of Salesforce. Let’s start with the company’s story, target audience, and digital presence before we delve too deep into it.

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About Salesforce – Company Overview

Marketing Strategy of Salesforce - Salesforce Ecosystem

Salesforce is a US-based developer and seller of enterprise applications, analytics, and customer service software products. Salesforce was founded in 1999 by 4 founders named Marc Benioff, Parker Harris, Dave Moellenhoff and Frank Dominguez.

In June 2004, it requested a US$110 million listing on the New York Stock Exchange with the stock symbol CRM. The same year, Salesforce got founding members of Geneva Venture Partners as its investors, a company that uses artificial intelligence and machine learning to support sales teams. The company reported revenue of $21.25 billion in 2021.

Salesforce is now managing the analytics tool of Facebook and partnered with Apple intended on enhancing apps for Apple’s businesses. Salesforce products and services are focused on providing tools for customer relationship management, analytics, mobile apps, sales using social media marketing, content management, lead generation, web analytics, search engine optimization, live chat, and customer support.

Bonus Tip: You can learn all these tools and skills from IIDE 13+ short-term courses in digital marketing taught by digital industry experts. Learning these skills will not only upgrade your knowledge about digital marketing but will also provide you with immense career growth and future opportunities.

Quick Stats on Salesforce
CEO Marc Benioff
CMO Sarah Franklin
Area Served Worldwide
Industry CRM & Cloud Solutions for Industries and Verticals
Market Share/ Revenue Market share of 23.8% in 2021
Vision Building bridges between companies and customers
Tagline “We bring companies and customers together”


Marketing Strategy of Salesforce

Let’s learn about the Marketing strategy of Salesforce and how Salesforce carries the marketing campaign etc.

Segmentation, Targeting and Positioning

As a result, Salesforce, like every other organisation, fully utilises the STP model.

Salesforce divides its clientele into companies looking for on-demand CRM software and cloud services. As a result, Salesforce attracts a big audience and potential clients from all around the world by doing so.

Then there’s Targeting, which Salesforce excels at.

They are primarily targeting large and medium-sized businesses and corporations. As a result, they are better able to obtain good offers from corporations or businesses, allowing them to earn more money. Additionally, targeting large and medium businesses aids them in marketing and attracting attention from all around the world.

The best part about STP for Salesforce is their Positioning strategy. They position themselves in the minds of their target audience as “the no.1 in on-demand CRM”. Therefore it automatically creates an impression in the minds of the customers that Salesforce is trustable, reliable & most importantly Professional. 

Marketing Campaigns

Marketing Strategy of Salesforce - Campaign 1

Salesforce hasn’t had many marketing campaigns recently, but the company has launched a new one called “We connect companies and customers together.”

Salesforce conducted extensive research to learn more about how people perceive the Salesforce brand. While their brand was strong, they discovered that due to the tremendous spread of CRM outside of salesforce automation, as well as the rapidly changing technological world, people still don’t fully comprehend what they do.

Salesforce creates technology that supercharges every aspect of your business that interacts with customers, providing a 360-degree customer perspective across sales, marketing, and customer service. CRM also facilitates integration with all of the other areas of your company that are already running well, such as supply chains and finance. There’s a back office, a front office, and more offices on the way.

Marketing Strategy of Salesforce - Campaign 2

All of this is brought together on a single platform. At every step, every employee has the same 360-degree perspective of every customer and the same capacity to deliver outstanding experiences and establish trust. Every sector can benefit from these fundamental ideas. Patients, not customers, are the focus of healthcare. Guests are the focus of hospitality. Salesforce assists in bringing clients closer to you, no matter who they are.

Showing up in new places with new partners that share Salesforce’s principles is another crucial part of the campaign. For example, Salesforce launched a new podcast #MeditativeStory in collaboration with WaitWhat (the team behind Masters of Scale, who also led TED’s media organisation) and Arianna Huffington’s Thrive Global, which brings mindfulness to life in an exciting, and reachable, new way.

Therefore this was a great Marketing strategy for Salesforce.

Social Media Marketing

One of the Marketing strategies of Salesforce is its Social Media Marketing.

Salesforce is on Instagram, LinkedIn, and Facebook, among other social media platforms. LinkedIn has more followers than Facebook and, finally, Instagram. 184K people follow the Instagram account. LinkedIn is a more professional social media platform, which is why it has the most followers. The posts are largely promotional and informative, with a few ones about their new product introduction thrown in for good measure.

SEO Strategies

Marketing Strategy of Salesforce - SEO

According to SEO rankings, a low number of keywords (under 500) is considered terrible, a high number of keywords (over 1000) is considered good, and a high number of keywords (10,000+) is considered exceptional. As we can see, Salesforce has 1146076 organic keywords, which is excellent. That means Salesforce’s digital marketing is gathering a lot of knowledge.

Also, the monthly traffic is 6495465, which is incredible. As a result, Salesforce is doing an excellent job with SEO.

Influencer Marketing

Next on the list of the Marketing strategy of Salesforce is influencer marketing. Unfortunately, this company hasn’t done any influencer marketing in a while.

Influencer marketing is critical for any business nowadays because it strengthens your brand’s reputation and builds credibility. Further, collaborating with influencers allows you to win their audience’s trust. This is the ideal tool for building a company’s brand image. It helps you raise brand awareness and increase income.

As a result, this organisation is missing out on some of the most valuable advantages of using influencers to promote its brand.

E-Commerce strategies

Salesforce has an e-commerce website that they use for recurring payments, desk payments, payment requests, mobile payments, site payments, communities, and billing portals. It is a great e-commerce strategy simply because it goes on to show that being a B2B company, Salesforce is trying to use digital platforms to reach out to new clients and audiences to continue to increase its brand awareness and visibility over some time.

Mobile Apps

Marketing Strategy of Salesforce - Mobile App

The salesforce application is available on the play store for all android smartphones. This enterprise mobile experience gives you access to the same information you see in the office but is organised for getting work done between customer meetings while waiting for a flight, even when you’re in line for coffee. The mobile app includes many of your org’s customizations, so it’s tailored to your business needs.

Content Marketing Strategies

Salesforce is doing great at social media. The substance of the post is about their new services or efforts, for example. Facebook, Instagram, and LinkedIn are the platforms for sharing material. They also distribute product-related releases via their social media platforms and official websites.

This ends the elaborative marketing strategy of Salesforce. Let us conclude our learning below from the marketing strategy of Salesforce.

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Conclusion – What’s unique about Salesforce’s marketing?

The marketing strategy of Salesforce reveals that the company is gaining love and support from all corners of the globe. The company’s ability to rise to the top has been aided by its status as the world’s number one on-demand CRM. Salesforce is still trying to expand and grow in the digital industry, despite its lack of influencer marketing strategies. 

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Salesforce has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Salesforce check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Salesforce, and do share your thoughts on this case study marketing strategy of Salesforce in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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