If you don’t do this at Dreamforce, you’re leaving money on the table
The countdown is on for Dreamforce 2014, one of the most spectacular marketing events of the year. Aside from a saliva-worthy roster of keynotes, break-out sessions, tech displays and parties, there’s one reason companies get excited for attending: the prospect of reaching your next customer.
Over 130,000 attendees live, and nearly a quarter million watching online, guarantees an active, enormous and like-minded audience, just ready to hear your message and perhaps do business with you.
But with all that traffic, comes noise. You certainly will be just one of hundreds of other companies, many of them with similar value props, vying to turn Dreamforce attendees into their next set of leads.
While there are endless tactics available to catch their limited attention and make the sale, there is one approach in particular that every company should think of before hopping on the plane to San Francisco:
“Own a conversation that your customers care about”
What is Owning a Conversation?
In the age of content marketing and brand publishing, Dreamforce attendees (most of whom are marketing and technology pros) no longer want to be advertised “at”. They want and expect to be engaged by brands, intellectually, and to be given valuable information. This is nothing new, of course. But the concept of “Owning a conversation” is an important key to keep in mind as you prep your marketing and sales strategy for the event, which is only a few weeks away.
Surely, your brand has a topic, conversation or timely event that is both relevant to your target customers, and unique enough to stand out from the crowd. In particular at Dreamforce, you may want to dig deep into how you tie into Salesforce.com or any of the major marketing automation platforms like Hubspot. Think of what Dreamforcers care most about, about the kinds of content they are already consuming and then pick your angle.
Why is this so important?
There are a number of reasons laying claim to a theme is so crucial to events such as Dreamforce.
- You are sharing already: as a modern day organization, you likely already have teams of social and content sharing and pumping out some content. However, if you haven’t though through your conversation, how can you expect your readers to connect to or care about what you are saying?
- Your readers want more than just your POV: a crucial aspect of conversations is that they have multiple points of view. Of course, you can take a stand, but as a curator, you’re job is also to bring on broader, perhaps conflicting elements and angles.
- You want to convert that traffic: Owning is end to end. It means you own the experience, too, not just the message. It’s not enough to share across fragmented social channels and platforms, such as Facebook and Twitter. You’re just sending your prospects to another company’s site. What you should be doing is upstreaming that conversation by actually owning the real estate, not just the message.
- Pick an angle: Pick a polarizing, authentic stance that your company believes in. There is far too much unbiased slop out there, your customers won’t have any time for that.
- Discovery tools: One of the hardest parts is finding enough great content to fill the channel. There are hundreds of powerful tools. Find a few you like. To see what we use, read this.
- Curation and Publishing tools: This is what demands your smarts and most of your time. How will you collect, present and share that content in a meaningful and business-driving way? Tools such as Pressly are designed exactly for that.
Want help? We’ve got you covered
If you’re planning on attending Dreamforce, we’re offering a limited time promotion to get you using Pressly’s end to end content curation service. In just a matter of minutes, you can be up and running with your very own branded content hub, which will look great across devices and platforms.
See the details of the promotion here: pressly.com/dreamforce