Salesforce delivers 360-degree love for their brand advocates

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An Instagram Reel from Zappos for its "Start Where You Are" jamaica b2b leads campaign, highlighting real customers.

It should come as no surprise that a brand with the tagline “The Customer Company” walks the walk when it comes to customer-centric marketing. Salesforce is deeply committed to its Trailblazer community: a millions-strong group of Salesforce users who connect in online forums, at in-person events and on social.

An X conversation where the Salesforce brand account congratulates someone on earning Salesforce Trailhead badges.

Salesforce’s social media team uses Sprout’s Smart Inbox, listening and analytics capabilities to stay in sync with their Trailblazers across more than 150 of the company’s social channels. Whether it’s celebrating a Trailblazer’s new certification or hyping up presenters at a World Tour conference, Salesforce never misses an opportunity to engage 1:1.

A Salesforce X post responding to an attendee at one of their World Tour events.

B2B technology is not always the first industry that comes to mind when you think of proactive community management, but Salesforce turns that notion on its head.

The role of social in building a customer-centric marketing strategy
Feeling inspired to revisit your marketing strategy after seeing those examples? Here are a few ways you can embed customer-centricity across your team’s decision-making processes.