Last week, Dreamforce, the annual mega-conference hosted by Salesforce, took over the Moscone Center in San Francisco. With Huddle’s US headquarters situated across the street , we had a front row seat to all the action.

Drawing over 150,000 attendees from tech industry heavyweights to film stars, Dreamforce has become the largest software conference in the world. As with most conferences, the event is an opportunity to showcase new partnerships and product launches. At Dreamforce however, the majority of these announcements are focused around the Salesforce ecosystem. As a marketer running Huddle’s Customer Advocacy Program, what struck me as particularly interesting is the strategy around Dreamforce, which has become a venue to showcase the company’s customer-centric marketing strategy. 

Of the conference CEO Marc Benioff has been quoted saying “The story we want to tell is about a customer revolution.” Indeed, the conference provides a broad  forum for customer success stories and with Salesforce’s slogan “We help your customers love you,” displayed prominently around the venue this message comes in loud and clear. And of course, with over 400 Salesforce customers participating in the conference, the majority of presentations at the event focus on how customers use products such as Salesforce IQ to grow their business.

By making the conference a celebration of their customers, Salesforce is using a powerful marketing tool – their customer advocates.

How successful the event is as a whole is up for debate – Dreamforce attendance comes with a high price tag – but given Salesforce’s growth over the past 16 years, no one can doubt that their customer-centric approach has been a success. 

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