How Salesforce views the future of marketing events

Stephen Whiteside

Salesforce, the software provider, is adopting a nuanced strategy as it returns to in-person events following the challenges of the depths of the COVID-19 pandemic.

Before the COVID-19 pandemic, the annual Dreamforce conference held by Salesforce, the business-to-business software firm, would bring over 170,000 delegates to San Francisco.

The yearly confab traditionally mixed product launches with information sessions, attendee networking and, perhaps most of all, an opportunity for Salesforce to engage the visiting executives from a brand-building perspective.

Rex Serrao, Salesforce’s Senior Director, Marketing Technology (Brand and Events), elaborated on this notion at SXSW 2022, as he argued that gatherings like Dreamforce are both “a point in time and space” and a multi-faceted prospect for connection among guests.

“They’re connecting, yes, with each other,” he...

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