This is part 3 in our special three-part mini-series focused on Salesforce’s world-renowned Dreamforce conference. 

Part 3 features another fascinating interview with one of today’s brightest minds in marketing. Colin Fleming is the SVP of Global Brand, Events, Product, Content, & Customer Marketing at Salesforce. Colin and his team have been tasked with bringing Salesforce’s revolutionary new Salesforce+ product offering to life and planning its official launch at Dreamforce 2021.

In this interview, Colin shares how Salesforce+ came to life, why he’s likened it to Salesforce’s version of Disney+, and what he’d do differently if given the chance to execute the massive Salesforce+ rollout all over again.

• When thinking about B2B content, ask yourself, “how is this helping someone do their job better?”
• The world of being a marketer is balancing brand & demand gen. If you aren’t balancing both, you’re not doing your job.
• How high are you setting the bar for your content? Set it higher.
• Be a tastemaker with your content. Be tighter. Be more thoughtful. Get to the point and be helpful. 
• Content can always be personalized more. Your content should be targeting the consumer to a T.

“The content we're putting out is not transactional. It's not behind a gate. It's essentially there to help people be better at their jobs as sales people or marketers or commerce individuals or admins or devs. It's really to help people be better. And we think organically that will help grow the business.” 

“A lot of the time people look at it like, ‘I'm either a brand marketer or I'm a demand gen marketer.’ The world of marketing now has to be thinking about a balance between those two things...You've got to be able to capture that interest and turn it into demand generation for the business.” 

“We think the content we produce could live on a Disney+ or a Netflix. And I think the success or failure of Salesforce+ is in some ways predicated upon that–do we deliver on the content quality required to keep people's attention, to keep people coming back and to engage with us in a more robust setting?”

“Tastemaker is a word I use quite a bit inside Salesforce. We think that what really resonates these days is [content that’s] super unique.It's got to be tighter. It's got to be more thoughtful. It's got to get to the point and be helpful. And people sniff out authenticity very quickly.”