Making a Monster: An Integrated Campaign

Challenge: Create an integrated marketing campaign that would make sales analytics accessible for sales leaders while hitting demand and pipeline goals — at a conference with 120,000 attendees.

Solution: Meet Data.

Channels: Social media, OOH ads (pedicab), guerilla/street, tradeshow, sales collateral, email, blog content.

Summary: At Dreamforce 2015, we needed to cut through the noise of hundreds of sponsors and speakers to reach our target audience: sales leaders who run an inside sales model and need to use data to grow more effectively.

We needed an idea that would accelerate the brand, could not be ignored, and would break through the traditional trade show hullabaloo.

While thinking about these sales leaders I considered their day-to-day when it came to using data: As a leader in charge of performance and “hitting a number”, sales leaders can  be overwhelmed by the time and effort it takes to analyze their CRM data, leading to data overload or paralysis. The cleanliness and accuracy of CRM data can also often be terrifying. Data can be terrifying. But it can also be a powerful tool to grow your business…

I thought about what this dichotomous creature might look like and act like if it came to life. Enter Data: a monster capable of being terrifying or transforming your sales team, depending on how you use it.

The campaign, which launched in late August and completed in late September, included email messaging to drive participants to “meet” and “spot” Data, a guerilla street contest that involved snapping pics and retweeting with hashtag #DataMonster, a conference video and supporting booth collateral, a game to drive traffic to our booth, branded pedicabs around San Francisco, and a live mascot who made friends everywhere he went.

Outcomes: Data was a hit, and took 1000’s of selfies throughout the week, but more importantly, drove interest and traffic to support our bottom line business goals. As a booth and conference icebreaker, Data allowed marketing and sales team to hit our demand generation goals at Dreamforce and capture over 3,500 leads over 4 days.



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