Dreamforce 2024 presented an opportunity to elevate Salesforce’s industry leadership while fostering deeper engagement with its audience through innovative influencer marketing. Our goal was to create a multi-faceted campaign that would drive awareness, educate audiences about Salesforce’s AI-powered solutions, and build authentic connections with professionals across sales, marketing, and tech communities.
We set out to achieve this through four distinct influencer activations: Agentforce, Salesblazers, Health Care & Life Sciences Cloud, and Corporate Bro. Agentforce was our biggest product launch at Dreamforce, and we implemented a phased approach to maximize its impact. A pre-event teaser campaign built anticipation and excitement, driving audiences to tune into Dreamforce. Post-event, influencers reinforced key takeaways and extended the conversation, ensuring long-term engagement.
Salesblazers leveraged industry experts to highlight AI’s role in sales enablement, focusing on LinkedIn thought leadership. Corporate Bro added humor and relatability to Salesforce’s messaging, making the brand and event more engaging and accessible.
Our key objectives included driving attendance and participation at Dreamforce, increasing viewership of Salesforce’s streaming platform, Salesforce+, and fostering meaningful conversations around AI and cloud technology. Success was measured by impressions, engagement rates, link clicks, comment relevancy, and paid media efficiency.
Ultimately, our activations exceeded all benchmarks, demonstrating the power of targeted, data-driven influencer marketing in a B2B setting. By combining humor, thought leadership, and interactive storytelling, we successfully positioned Salesforce at the center of industry conversations and reinforced its role as a leader in AI-driven sales and marketing solutions
To ensure Dreamforce 2024 resonated with diverse professional audiences, we designed tailored influencer activations, each with a unique approach to engagement and messaging. Agentforce set the stage with teaser content, and drove interest to Salesforce+. Salesblazers focused on LinkedIn thought leadership, engaging experienced professionals to educate their networks. Corporate Bro brought humor and authenticity, making complex topics more approachable while sparking conversation around Salesforce’s innovations.
Dreamforce x Agentforce
Agentforce was our biggest product launch at Dreamforce, and we executed a multi-phase influencer strategy to maximize impact. Leading up to Dreamforce, influencers created teaser content to build intrigue and excitement, encouraging audiences to tune into the event via Salesforce+ and learn more about Agentforce. At the event, on-site influencers produced immersive content showcasing the product and conference events.
Post-Dreamforce, our influencers sustained engagement by recapping key learnings, reinforcing the impact of Agentforce, and keeping the conversation going long after the event concluded. This strategy ensured that the excitement and awareness generated at Dreamforce continued to drive discussion and engagement well beyond the event itself.
The Agentforce activation generated 3.6M impressions, 101.7K link clicks, and a 30% comment relevancy rate, surpassing our benchmark by 100%. LinkedIn played a crucial role, delivering 53% of total impressions.
Dreamforce x Salesblazers
This LinkedIn-exclusive activation engaged ten influential Salesforce advocates and users to create educational content tailored to sales professionals. Posts focused on AI’s role in enhancing sales processes, with boosted Thought Leader Ads to extend reach. Salesblazers generated 1.9M impressions and a 2.68% engagement rate—185% above our benchmark. Post-event recap content drove 78% of impressions, reinforcing Dreamforce’s long-lasting impact on targeted audiences.
Dreamforce x Corporate Bro
Trusted and beloved Salesforce partner, Ross Pomerantz, aka Corporate Bro, returned for the second consecutive year to bring humor, authenticity, and cultural resonance to Dreamforce. His comedic content tapped into the sales professional experience, making Dreamforce more relatable for attendees and online participants alike.
In a “Night Before Dreamforce” video, Ross humorously portrayed sales professionals frantically preparing—practicing handshakes in the mirror, perfecting their pitches, and counting business cards. During the event, he created a comedic breakdown of Dreamforce attendee personas, from the “Swag Hoarder” to “Serial Networker” and more.
While at Dreamforce, Ross also delivered value with his interview of Slack CRO Kaylin Voss, where they discussed everything from keynote insights to imaginative Slack features they’d love to see. This combination of humor and industry insight positioned Corporate Bro as both an entertainer and an educator, reinforcing Salesforce’s credibility while keeping audiences engaged.
Ross’ content achieved an impressive 53.47% view rate—3.8X the benchmark—garnering 11.9M impressions and 22.6K organic engagements. His Slack interview reel saw a 42.22% view rate and a 54% comment relevancy rate, demonstrating the depth of audience interaction.
This activation showed how brands build long-term credibility through repeat influencer partnerships. By reinforcing trusted relationships, Salesforce deepened its cultural impact and cemented Dreamforce as a must-attend event for sales professionals
Agent Force: The campaign drove a high volume of meaningful conversations, generating 3.6M (paid & organic) impressions, 101.7K link clicks, and a 30% comment relevancy rate—double the benchmark. Instagram’s 26.88% view rate surpassed the 14% benchmark, demonstrating strong audience engagement. Positive and neutral sentiment accounted for 96% of comments, with 22% mentioning Dreamforce and 5% referencing Agent Force directly.
Salesblazers: This activation deepened industry discussions with 1.9M (paid & organic) impressions and a 2.68% engagement rate—185% above benchmark. Post-event content drove 78% of scoped impressions, keeping Salesforce’s innovations top-of-mind. LinkedIn facilitated high-quality conversations, achieving a 27% comment relevancy rate, with 100% of comments being positive or neutral.
Corporate Bro: His content infused humor and relatability while delivering industry insights, achieving 11.9M (paid & organic) impressions and 22.6K organic engagements. His Slack interview reel saw a 42.22% view rate and a 54% comment relevancy rate, fostering relevant discussions about Slack and Salesforce integrations.
By integrating humor, thought leadership, and community storytelling, Salesforce’s influencer activations not only drove brand awareness but also deepened audience engagement, making Dreamforce 2024 a standout success in B2B marketing
