Here’s everything there is to know about Salesforce’s streaming platform for enterprise content, Salesforce +.

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  • Selling power will soon launch its content distribution Salesforce + platform, a platform she calls the ‘Netflix commercial content ”.
  • We catch up with Leandro Perez, VP, Asia-Pacific Marketing at Selling power to understand the thought behind it. Perez gives us a rundown of everything the platform will offer.

In August, Salesforce announced plans to launch Salesforce +, a streaming service focused on enterprise content. The goal was to bring all of its curated video content together in one place and make it easier for the relevant audience to access.

Now a few days before the official launch at the annual Salesforce event Dream Force, we catch up with Leandro Perez, VP of Asia-Pacific Marketing at Salesforce, who tells us everything there is to know about the new platform and why they don’t hesitate to call it “the Netflix of the commercial content ”.

Extracts:

Q) A streaming platform for corporate content is a new idea. What was the genesis of the idea?

Over the past few years, the way people consume content has changed. Video is exploding, mainly because of social media channels like YouTube and Instagram, it is changing people’s behavior. In places like India, that could add up to 5 billion views each month. The pandemic, if at all, has only accelerated this with people being at home. We’ve also launched a lot of new content, original series, to help people during the pandemic. We launched “Leading through change”, a series that looked at what could be done to help our community, our clients, get through this time. It was quite out of touch with our marketing goals. And sometimes we would bring in clients, celebrities or luminaries to talk. We also launched a few other series but this one just showed the appetite for that kind of content. We have about 700 million views on “Leading through change” with the 70 episodes that we have. We have seen the appetite of consumers but would launch it on our channel on YouTube or on our website in the video section. At Salesforce, we always look to the world of consumers for inspiration. And when we looked at platforms like Netflix or Disney + Hotstar, we thought to ourselves why can’t we do something like this for our content? And the last item was the fact that we couldn’t do a lot of our events that we have done historically. We think we have some of the best B2B events in the business world and we were just looking for ways to bring that original experience, videos and broadcast series to this always on demand, yet personalized world for the business user. . It was the genesis of it all.

Q) What lack of need are you trying to fill here with Salesforce +, given that there is already a lot of content available on the Internet?

There is no shortage of content in the world, but in the business world we are targeting specific buyers – business buyers, people in the customer service industry, marketing and they don’t really have a reliable source of a business where they are. can go. They don’t really have that Netflix-like experience where they can plug in and watch a series dedicated to them. We don’t necessarily sell on this platform, we usually highlight our customers, where our vision very soon is to not only have our own content, but also to have content from these people on the platform. So we call them our pioneers, because it’s our customers who are really there to do these things. And then obviously, we have the Starting point platform, where you would go and learn to do things. So ultimately, sort of, I’m making a bridge between these two worlds where you could get inspired, learn something, and then go and be able to bring it to your work. So that’s where we’re going. I think from a purely marketing point of view it’s a new world that we have to get into. There is a future without cookies on the horizon. And we’re not going to rely on those other parties to be able to figure out who we’re connecting with, we will be able to connect directly. Our personalization will be able to tell us, is this the kind of content they like or dislike, what’s useful and what isn’t? So for the marketer, it’s actually a whole new leverage that they didn’t have before.

Q) Will the platform have interactive elements?

Yes, for Dreamforce there will obviously be a chat, you can share your emojis to know if you like the content, much like Twitter. But this is the first version of the experience and I really can’t say what it will look like in the future. But we’re going through a whole gathering of our website where it’s not just a static website, there will be this content, as well as the Trailhead content so that you can learn. So the future really is how to mix it all up. And it’s really exciting, because nothing exists like that today.

Q) Salesforce has called the platform the “Netflix of commercial content”. What are the direct parallels?

We move from this temporal event to these ongoing series. It’s a big change for us. And the next part is you need to have engaging content that people will want to come back to. Let’s be honest, most B2B content is a bit boring sometimes, it’s the new world for everyone as you go from a webinar style mode, where you show people how you got ideas and got- you do a bit of storytelling, and that’s something we usually do at our events, but maybe we haven’t always focused on the video content. It would be number one. Number two is just the ease of use. It must be easy for someone to enter. Maybe they’ve seen episode one, and next time they want to see the next episode, so how do you remember that? And the last is probably the personalization. Our goal is to give them what they don’t know they need, but they are interested in it. It’s a very different approach. This is what Netflix does with AI and we use our own AI and technology to do the same. The only difference is that we are free.

Q) Do you plan to monetize the platform in the near future?

At this time no! It is a completely free platform. Just as Trailhead democratizes our access to learning, we’re in the same boat where it’s really a way for us to be a thought leader, but not to charge our customers to attend.

Q) Have you set a goal in terms of the number of people you want to use the platform?

We definitely have targets for Dreamforce. Historically, Dreamforce itself would have approximately 170,000 people on site. We are trying to reach this level on the digital platform. We know it’s a very low number, I’m pretty sure we’re going to exceed that number. But at a minimum, this is where we would like to start.

Q) Right now, most of your content is global. Are you also looking for regional content to make it more relevant to specific geographies?

Dreamforce’s main program is pretty comprehensive and that content resonated well. What was missing is that if we were to take people to San Francisco, we would have conversations with the area together because you are traveling there, maybe you are staying in a hotel. So what we’re doing for that is September 22, when Dreamforce kicks off in our region, we’ll have an APAC takeover. In this we will present stories from all over the region. This is where we draw on some of that regional flavor. After Dreamforce, this is the international strategy we are working on. We have the Trailblazer Talks, an Indian program where Arundhati Bhattacharya, our President and CEO for India will meet with various leaders. This is the kind of content we would like to have on the platform. So we’re always working on how to make sure our content targets the right people.

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