Salesforce's full-funnel approach to social media | MarTech
Briefly

Salesforce recognizes the value of social media for engaging customers and reaching key decision-makers. They have partnered with Sprout Social to enhance their social media capabilities, including social listening, analytics, and managing direct messages. This demonstrates how B2B businesses can leverage social media to drive awareness, sales, and customer satisfaction. As a result, Salesforce has increased its investment in social media marketers and technology, using Sprout Social internally as well as offering it to Salesforce customers integrated into Service Cloud.
"Now we see, no matter what type of company you are, when people are trying to learn about your brand, the majority actually go to your social media channels instead of going to your website," said Marissa Kraines, vice president and global head of social media at Salesforce. "That's a huge change from where we were a few years ago."
Salesforce's social media team has grown from four managers to over 20 people. They are responsible for managing social branding, creative, community management, analytics, and influencer marketing. They collaborate with internal teams, external partners, and agencies to support marketing, content organization, and communications.
When Kraines joined Salesforce in 2019, her team had four social media managers. Now there are upwards of 20 people on her team. The team is part of the corporate marketing organization, responsible for managing social branding, creative, community management, analytics and influencer marketing, among other tasks. They work collaboratively in supporting marketing, content organization and communications, as well as with external partners and agencies.
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