Salesforce.com Lead Generation Campaign

Objective: Salesforce.com had strong brand equity, but needed to fill its pipeline with 800 leads for its flagship sales product. It wanted to reach tech-savvy sales professionals in the small- and medium-sized business market—people notoriously immune to advertising messages.

Approach: We devised an integrated campaign—encompassing direct mail, email, and banner ads—that broke through with humor and bold design. Poking fun at the cliché that all sales people rely on clichés, we invited recipients to create “the worst sales pitch ever,” one so riddled with buzzwords it had to make you laugh. Along the way we also delivered useful data on the Salesforce.com solution to entice this wary audience to engage.

Highlights