Salesforce, a prominent global technology company specializing in human capital management solutions, has strategically adopted a comprehensive social media engagement approach to reach customers and prospects across diverse social channels. In a departure from its 2018 stance, the company has lifted the ban on cryptocurrency-related advertisements, emphasizing compliance with local legislation. Its partnership with Sprout Social has enabled enhanced social listening, analytics, and direct message management capabilities, proving instrumental in shaping a full-funnel strategy for B2B businesses.
Marissa Kraines, Vice President and Global Head of Social Media at Salesforce, underscores the shift in customer behavior, highlighting that social media channels have become the preferred platforms for individuals to learn about brands. The company's investment in social media marketers and technology, coupled with the integration of Sprout Social into key platforms, showcases the company's commitment to leveraging social media beyond marketing, extending its impact to sales, customer service, and organizational insights. The move aligns with the evolving landscape of B2B interactions, where social media serves as a vital conduit for building brand awareness, driving sales, and fostering customer relationships.
