Please answer the following questions based on the case study, please answer in details and the word limit for each question is 100 150.

- How would you formulate the digital marketing strategy for Salesforce.com?

- What type of value is Salesforce.com offering in the marketplace? What is the respective value proposition?

- How does Dreamforce help Salesforce.com market to business buyers in multiple stages of the business buying decision process?

- What are the unserved and / or the underserved needs identified by Salesforce.com in the buying decision process?

- How would you describe the seed opportunity identified by Salesforce.com in the marketplace?

(Please ignore the questions in the last picture)

Founded in 1999, Salesforce.com has become a forceful orders, analyze service inquiries, and manage other funcplayer in the world of business technology, specializing in tions. They rely on Salesforce.com for the technology to software that helps organizations manage customer relation- meet the needs of their customers. In fact, on any given ships, handle marketing contacts, coordinate and analyze day, 150,000 business customers use Salesforce.com's sales, and manage customer service. Salesforce.com software to generate 1.4 billion email messages, track was an early believer in cloud-based software, offering 2.4 million sales leads, manage 3 million customer orders, its sophisticated applications via remote access rather and enable 600 million e-commerce page views. than having business customers pay hefty upfront fees to Salesforce.com targets startups, small businesses, acquire and install the software on individual computers. medium-sized businesses, and corporate giants, as well As a result, businesses don't have to worry about outdated as nonprofit organizations. It has also introduced software or mismatched versions of the software their employees tailored to the specific needs of particular industries, use to track contacts with prospects and customers, process including financial services and healthcare. Through a CHAPTER 7: Business Markets and Buying Behavior 189 strategic partnership with to plan and impleIBM, Salesforce.com offers its own Salesforce Einstein ment every year, it artificial intelligence along generates worldwith IBM's Watson artiwide publicity and ficial intelligence to give serves as a highly businesses more analytic visible symbol of and predictive capabilities Salesforce.com's for better decision makcommitment to the ing. Through a strategic success of its busipartnership with Google, Salesforce.com offers business customers. Just as important, nesses the option of intethe company sees grating G Suite office Dreamforce as a software tools and Google vital opportunity to Cloud storage for added answer customers' productivity. And, its acqui- sition of CloudCraze, an e-commerce software marketer, lems and needs, obtain product feedback, and cement relaquestions, ask about allowed it to introduce Salesforce B2B Commerce, a cloud- tions with partners. based e-commerce solution that lets its business customers Today, Salesforce.com rings up $10 billion in annual create branded B2B e-commerce experiences that function revenues. It gives out millions of dollars in grants to suplike today's retail websites with customized product cata- port educational initiatives in elementary schools, for logs, easy checkout, and more. science and technology programs aimed at teenagers, Behind the scenes, Salesforce.com invests heavily and for internships and other workforce-readiness trainin marketing to businesses and nonprofit organizations ing. It also encourages involvement in local communithrough in-person sales, workshops, webinars, product tri- ties by giving every employee seven days of paid leave als, and other activities. One of its biggest budget items is yearly to pursue volunteer pursuits. Looking ahead, the an annual four-day conference called Dreamforce, which company has announced its intention to reach $20 billion attracts 170,000 attendees to the company's headquarters in annual revenues by 2022,$40 billion by 2028 , and city of San Francisco. Dreamforce includes more than $60 billion by 2034 . To achieve these ambitious mile2,500 "how to" training sessions for business and nonprofit stones of future growth, Salesforce.com must continue to customers, plus prominent keynote speakers to motivate understand and meet the needs of its business customers and inspire the audience. Attendees can earn certifica- worldwide, creating software that allows them to serve tion credits and gain practical knowledge from technical their customers. 28 Behind the scenes, Salesforce.com invests heavily and for internships and other workforce-readiness trainin marketing to businesses and nonprofit organizations ing. It also encourages involvement in local communithrough in-person sales, workshops, webinars, product tri- ties by giving every employee seven days of paid leave als, and other activities. One of its biggest budget items is yearly to pursue volunteer pursuits. Looking ahead, the an annual four-day conference called Dreamforce, which company has announced its intention to reach $20 billion attracts 170,000 attendees to the company's headquarters in annual revenues by 2022 , $40 billion by 2028 , and city of San Francisco. Dreamforce includes more than $60 billion by 2034 . To achieve these ambitious mile2,500 "how to" training sessions for business and nonprofit stones of future growth, Salesforce.com must continue to customers, plus prominent keynote speakers to motivate understand and meet the needs of its business customers and inspire the audience. Attendees can earn certifica- worldwide, creating software that allows them to serve tion credits and gain practical knowledge from technical their customers. 28 experts and customers who use Salesforce.com's software products. Dreamforce even offers a CEO track, with speQuestions for Discussion cial sessions geared to the needs and interests of senior 1. How does Dreamforce help Salesforce.com market business leaders. to business buyers in multiple stages of the business Dreamforce also includes an exhibit hall where busibuying decision process? nesses can browse the latest product innovations and meet 2. Why would Dreamforce include a special series of with partners who can customize Salesforce.com's software sessions for the CEOs of customer companies? Explain to individual specifications. Throughout the conference, your answer in terms of the organizational influences attendees are exposed to volunteer opportunities benefiting on the buying decision process. good causes such as Room to Read and (RED). After hours, 3. Is Salesforce.com's involvement with philanthropy Salesforce.com puts on concerts and parties to encourage and volunteerism a good way to show that the networking and make Dreamforce a fun event to remem- company understands the primary concerns of business ber. Although Dreamforce costs an estimated $30 million customers? Explain your