(creative direction, content strategy, copywriting, strategic planning)
Salesforce connects companies and customers, but its global reach requires creative partners to help them keep up with their marketing and messaging. These partners need to know the Salesforce brand and products well—and be able to quickly learn the nuances of the industries Salesforce supports.
My agency had worked with Salesforce before, and when they came back to test our full capabilities, I was part of a small team of leaders who worked directly with clients. We recommended solutions, guided projects to completion, and went above and beyond what was needed.
Once we earned trust across several key projects, more projects came our way. As the work grew, we added more team members to help us execute quickly and efficiently.
For almost five years, I helped guide and deliver work for various website projects to promote core product updates and entirely new product launches.
Simplifying navigation and improved storytelling for each page was a long running struggle for Salesforce. We were asked to take a look at the situation and through user studies, competitive audits, and our own expertise, helped find a coherent solution for left nav sub-menus. We blocked out content sections for an improved story flow that could be used as templates. This evolved into wireframes with modular breakdowns and then applied to key pages.
The formula was well-received throughout the company and became a standard that survives to this day—even through multiple branding updates.
As a dependable partner, we were prepared to jump into any need for any industry and learn new things to properly speak to what mattered to potential customers of Salesforce.
This included a complete reworking of the entire Industries section of their website.
And that was followed by a complete overhaul of all Public Sector pages.
The volume of work was compounded by the need to understand each of the industries we were talking to.
Both of these epic projects were a resounding success.
As a reliable partner, we also had to move fast when they needed a condensed timeline to react to a situation.
For example, during the Covid-19 pandemic the vaccine was in rapid development but hadn't arrived. Salesforce had already jumped into action to prepare a solution that would track availability, manage appointments, and everything else hospitals, clinics, and mobile pop-ups would need to deliver the vaccine at scale once it arrived.
Fortunately, the vaccine arrived faster than anyone expected. Unfortunately, while the Vaccine Management solution was mostly ready for use, it was not ready to be promoted.
Salesforce turned to my team to get pages up in only a couple of days time.
– Salesforce had 5 years of partnership with a fresh perspective.
With a creative partner at hand who had enough distance from their internal operations, we were able to show Salesforce new solutions to old problems. Our recommendations were often adopted and settled much internal debate.
– Salesforce revised or created 100+ pages.
We knew their business and their customers' business well enough to work with autonomy while they managed the layers of approval and feedback loops. This kept projects moving that would otherwise ground to a halt as internal teams got tied up. It was appreciated up and down the chain of command.
– Salesforce met deadlines consistently.
Our team was practiced in learning new industries, applying the Salesforce brand voice, tone, look, and feel. Whenever the unexpected hit, Salesforce had access to an agency that needed no onboarding. We slid right in with their team in need and helped them pull off the work they needed—right on time.
