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Second, create your first ad campaign on LinkedIn's ad platform.

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Sponsored Content

Reach and engage a professional audience in the LinkedIn feed.

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Engage your prospects where professional conversations happen.

Dynamic Ads

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Self-service ad formats to create campaigns in minutes.

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Pricing

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Targeting

Reach the people who matter most to your business.

Lead Generation

Qualified leads come from a quality audience on LinkedIn.

Boosting

An easy way to reach new audiences by amplifying your best content.

Conversion Tracking

Measure the true impact of your LinkedIn ads.

Reporting & Analytics

Measure the ROI of your LinkedIn ads.

Objective Based Advertising

Choose your LinkedIn ad format based on your objective and customer journey.

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Why LinkedIn

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Salesforce expands reach and increases pipeline for Dreamforce with LinkedIn's precise targeting and new Event Ad Features

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LinkedIn collaborates with Salesforce to evolve LinkedIn's Event Ad features and increase attendance, viewership, and engagement!

What marketing challenge was Salesforce solving for through this new events strategy?

  • Balancing the need to achieve the maximum number of views possible, while also reaching a qualified audience that would be meaningfully engaged
  • Growing Salesforce's marketing pipeline and reaching whitespace accounts
Photo a woman looking at her tablet

What audience was Salesforce trying to reach and how did LinkedIn help?

  • Salesforce turned to LinkedIn as a marquee partner to leverage its strong 1st party data and segmentation capabilities to reach Business Decision Makers and AI-interested audiences
  • Salesforce leveraged their Data Cloud and Marketing Cloud to identify CRM audiences to target within LinkedIn. Now, with the new LinkedIn and Data Cloud collaboration, customers of both companies can take advantage of the direct connection between Data Cloud and LinkedIn's Campaign Manager tool to build more relevant ad campaigns
  • LinkedIn offered Salesforce a platform to create a global marketing approach to reach their qualified audiences. All touchpoints were working in concert with the LinkedIn Event Ad format (pre, during, post event support coupled with Thought Leader Ads).

RESULTS

A 30% cost reduction drove direct sales impact and a repeatable event activation strategy with LinkedIn

  • The holistic approach not only maximized viewership amongst a qualified audience, but also drove direct impact on sales: connection request (up 24%) & InMail acceptance (up 52%) amongst those who interacted with the campaigns.
  • Salesforce is interested in iterating on the Dreamforce activation (combination of Event Ads, Accelerated Delivery, Thought Leader Ads and the new event view-retargeting) for all events moving forward!
  • Salesforce and LinkedIn’s engagement continues to deepen with the new, direct connection between Data Cloud and LinkedIn, allowing for up-to-date data for precision targeting.

*Actual % reduction of cost per 5+min Viewer was rounded up from 28.7%

*Source: 2023 Salesforce Dreamforce LinkedIn media investment performance

Contextualizing the Opportunity

Explore The Journey:

The Context for the Success

Salesforce was a first to market tester of the LinkedIn Live organic product at its release and has continued that trend being one of the first to leverage LinkedIn Event Ads. Salesforce and LinkedIn teams created a 5-event test plan in CY23 informed by priorities from Salesforce leadership. 

The teams iterated the strategy with each event and adopted new features as the beta developed. This all came together at the Salesforce tentpole event, Dreamforce and incredible results ensued.

Salesforce Champions for a Holistic Events Strategy via Event Ad Features

  • LinkedIn's champion at Salesforce, Violet Lumani, Sr. Director of Demand Generation partnered closely with Suhani Cheng, Sr. Manager, Digital Marketing to seize the opportunity to think outside the box and drive never-before-seen results.

  • LinkedIn campaign activation touched over 53% of total PitR* associated with Dreamforce ($ in the billions)

*Source: Dreamforce 2023 Attendance vs. PitR Analysis Report

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