Salesforce pivots marketing as economic headwinds impact B2B buyers

Anna Hamill

As the ongoing economic crunch impacts businesses around the world, B2B sales cycles are extending, requiring a new marketing approach from B2B brands such as Salesforce.

B2B buyers in charge of major procurement projects are under new pressures due to the ongoing economic crunch, and brands need to be able to respond accordingly, according to a senior Salesforce executive.

Salesforce is an enterprise software company with customers that include many of the world’s biggest businesses. Major acquisitions in recent years have included workplace communications tool Slack and data visualization company Tableau. But as economic headwinds have impacted many of its key markets, Salesforce is pivoting its marketing communications to respond to new buyer priorities and longer sales cycles.

“We started to feel the impact of some...

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