"“I have nothing against the whitepaper, and there's a lot of great white papers out there, but we realised that at the end of the day, we're marketing to humans. We're trying to interact with people in their daily lives,” says Leandro Perez, Senior Vice President and CMO A/NZ at Salesforce."
"“There are lots of rule changes in the F1 that the fans may not even know about. So we brought our Agentforce technology to the website so fans could talk to the agent and ask questions like 'Why are all the rules changing around batteries? What does it mean? Why is Oscar Piastri upset that his car's not doing what he wants to do in Melbourne?'”"
"“That thinking has seen the brand show up in some of the world's biggest cultural moments - from the Super Bowl and the Australian Open - but always with a clear purpose, to showcase the brand's impressive technology capabilities.”"
B2B marketing has traditionally relied on white papers and webinars, but Salesforce focuses on interacting with people in their daily lives. The approach treats marketing as communication with humans rather than purely rational messaging. Salesforce appears in major cultural events such as the Super Bowl and the Australian Open with a clear purpose: demonstrating technology capabilities. In Formula One, Salesforce used Agentforce technology to create a fan experience where supporters can ask questions about rule changes and race-related issues directly to an agent. The goal is to enhance how people engage with culture, not only to be present in it.
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