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Season 02, Episode 05

How Salesforce ‘Sleighed’ Holiday Campaign Results

Featuring: Kelly Borter, Salesforce
In 2019, Kelly Borter, Director of Industry Demand Generation at Salesforce, had one mission: to create a comprehensive, multi-channel campaign that engaged retail executives and positioned the company as a go-to resource for all things holiday. Sounds fun, right? But in an industry where holiday is a hot topic and there is a sea of vendors looking to stand out in this area, Kelly and her team needed a powerful story, and killer content, to succeed.
During this episode, we go back to Kelly’s presentation at the 2020 B2B Marketing Exchange, where she walks through every step of the planning and roll out their Salesforce Powers the Holiday campaign. Regardless of your product, industry and target buyer, you can glean valuable insights from Kelly as she walks through the campaign’s:
  • Overarching strategy;
  • Theme and messaging;
  • Team-based approach to activation;
  • Emphasis on content repurposing and modularization; and
  • 360-degree amplification, which included syndication with key partners.
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The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.

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