Industry-focused Content Marketing
INDUSTRY: SOFTWARE TECHNOLOGY
Enterprise Marketing // 2017-2018
How might we demonstrate to Salesforce customers that challenges within their industry vertical require a holistic, cross-cloud approach to solve?
RESEARCH
The Salesforce ecosystem is often positioned by need across functions such as Sales, Marketing, and Service - and is often the framework used in Bluewolf’s annual The State of Salesforce report. However, this framework doesn’t always capture the pain points or critical synergies that need to be considered by each industry. Within my Industry Solutions team, we were tasked to find a way to seamless integrate an industry POV into our annual The State of Salesforce report.
DESIGN
User Survey: The State of Salesforce research is conducted annually through a mix of survey and 1:1 interviews. For this survey, I developed new questions specifically targeted to industry verticals.
Interviews: Similar to the survey updates, specific questions targeted towards industry-specific trends were written for each subject matter expert that we interviewed. and sought to develop a new add-on to the report that could capture industry insights that are relevant across the multiple Salesforce clouds. We analyzed our survey data results and uncovered insights by industry, especially those that would have not been captured or represented in aggregate data.
Build
Following our research and interviews, we spent time synthesizing the data and brainstorming ways to showcase these findings in a way that would be meaningful and actionable to customers.
As the program manager for industry solutions, I led the effort to effectively summarize the data and present it in a way that would be easily consumable and complementary to the full report. We developed an industry one-page insert that would allow us to quickly bundle our report into industry-specific versions for events, and rolled out an accompanying digital marketing campaign to increase awareness and engagement through online channels.