Make the Most of Dreamforce 2022

Make a big impact with booths and sessions. ALLIANCE PROFESSIONALS MARKETING, SALES & TECHNICAL PROFESSIONALS Clear Messaging Answer “what we do” clearly and simply – practice a clear elevator Before BOOTH pitch when speaking, and simplified text in materials. Your most important messages should be above people’s heads. Avoid large Five-Minute Pitch Before structures close to the perimeter. Ensure your booth team can speak to your value prop, key features, competitive landscape, and customer stories in Staff Smart Prioritize Demos under five minutes. Staff your booth with people who are passionate about your Demo booths should be in the center of your booth to draw people products and services. Make sure the employees demoing in. Consider running demo reels or videos on some monitors (this is Next Steps are technically proficient and the best subject matter experts another great place to use AMP content). Have multiple next steps for prospects beyond a demo for folks for the content. who are short on time. Highlight Customers Catch Their Eye Customer stories are everything. With your customers’ permission, You have 10 seconds to grab attendees’ attention. Create a bold, incorporate their success into your materials. During inviting, interactive experience. Avoid white-only backgrounds and colors that clash. Remind your booth staff to smile and welcome Daily Check-ins visitors into the space. During Meet with your booth team every day to focus on conversations and qualified leads captured. Everyone working should have a Strong Visuals Capture Qualified Leads clear understanding of their job and be staffed where and when If you don’t have a strong in-house design team, hire professionals. Work with your booth team to establish a lead-scanning strategy they are the strongest. If you have participated in AMP promotions that include content, and only capture leads that are important to you. these are great assets to use for Dreamforce. Show Up for Sessions Call to Action Options If your organization has a session(s), attend to help scan If a prospect is interested, but does not want a demo, have a badges and answer questions. second call to action. Identify teammates in the booth who you can pull into the conversation to keep the prospect engaged. Walk the Walk Use your own products in the booth, if applicable.

Make a big impact with booths and sessions. (Continued) SESSIONS After Before Get the Most Out of Your Content Practice Makes Perfect Share your session deck in the content section of Time yourself and practice more than you think you need to (this includes AV testing). your AppExchange listing and share as a follow-up Make sure you’re ending your presentation early to allow time for some Q&A. touchpoint for leads. Keep It Fun Use an engaging speaker. Keep it interactive and make a connection with several audience members. Pause for moments of audience engagement. Build Excitement Promote your session ahead of time through marketing campaigns and in your booth. Ask your booth team to “round up and recruit” potential audience members from the expo 20 minutes before your session starts. Make It Actionable Make sure your session title is accurate and have a call to action at the end, such as visiting your booth. During Use Social Media Highlighting a product or Salesforce team in your session? Mention them on social for extra amplification.

Connect with prospects and customers outside of the expo. ALLIANCE & SALES PROFESSIONALS Get Your Marketing Materials Ready Proactively work with your marketing team to set the team up for success prior Before to Dreamforce. This can include creating sales scripts, thank you email templates, and follow-up materials. Nail Down Your Prospect List Agree on a GTM plan for Dreamforce with your key stakeholders, mapping each Maximize In-Person Time account with an AE, inviting those folks to activities you are running, promoting these To make the best use of face-to-face time, use qualifying questions when setting efforts to broader relevant sales teams, and always tracking opportunity influence meetings. along the way. Five-Minute Pitch Fifty Is Nifty Make sure every team member attending Dreamforce is able to speak to Aim high and target 50 customer and/or prospect meetings on site. Challenge your your value prop, key features, competitive landscape, and customer stories in teams to do the same. Leverage the relationship with your PAM to help with internal under five minutes. Practice answering difficult questions and Salesforce invites to meetings. responding to different types of attendee requests as a team. Brief Execs Study Up If you are inviting execs to meetings, pair the invite with a briefing doc. See what your key customers and technology partners are doing at Dreamforce. Know if they are speaking. Have Experts On Hand Always include someone with a technical background for high-potential meetings. Stream It Now is the time to reach out if you would like someone from the TE to join meetings Salesforce+ will be broadcasting live and on-demand in person or virtually. Dreamforce experiences for all three days of Dreamforce. There will be over 30 industry and persona-based Book Meeting Space Early segments (you will be able to filter by topic, Meeting room space is a limited resource. Please continue to check the Partner roles, and industry), so when you research Community for updates on booking meeting space. Don’t forget to make restaurant what your top customers and prospects reservations ahead of time, too. If your organization has local office space, that’s also are doing, don’t forget this channel. a good option to take advantage of.

MCoankne a bect wig iith pmpraocspt wecith bts anood cths anustod smeerss osiountssi.de of the expo. (Continued) During After Use the Dreamforce Agenda Builder You cannot see everything at Dreamforce in three days, so make a plan for how you Follow Up and the team will cover the most interesting content. Leverage the Agenda Builder to You will be one of many partners at the event, so make sure your follow-up messaging stay organized on session times and locations. clearly ties to the experience attendees had with you. Invite AEs and SEs Decompress Together If you have strong working relationships with a Salesforce AE/SE, ask if they would The last day can be a great time to network. Get your team together to go review join a dinner, event, or a meeting scheduled at your booth. leads in a casual environment. And remember to celebrate your success! Walk the Walk If applicable, use your own product when communicating with customers and prospects. Show Support If your customer or prospect is speaking at Dreamforce, attend their session and use social media to amplify their message. Share That VIP Feeling Invite customers and prospects to attend a keynote, inspirational speaking session, or live music event to build relationships around cornerstone Dreamforce activities. Throw a Watch Party Check out the viewing party kit (available after August 31). Use these resources to invite and connect with customers in region or off the Dreamforce campus.

Connect with prospects and customers outside of the expo. (Continued) MARKETING Book the Fun Stuff Stay Up to Date While your alliance and sales teams are setting meetings and Follow Dreamforce news so you can align your message (following Before securing space to have those conversations, it’s also a good idea influencers on social media is part of this). Be aware of what your to book and make reservations for other meals or ancillary events competitors are saying. Always make sure you are in compliance Define Goals and Set Metrics (happy hours, keynote viewings, etc.) to host for customers during with Salesforce Partner Branding Guidelines. For example, your focus could be products and services, the Dreamforce week. partnerships, customer appreciation, or lead maturation. It’s also a PR Tips good idea to refresh and clean your email lists at this stage. Spruce Up Your Listing If you are planning any PR activity, review the Partner PR guidelines . Your AppExchange listing is a channel. Update your graphics and Always lead with customer stories or product announcements. Make a Plan text to highlight your Dreamforce news and presence. Plan activities by channel (e.g., blogging on Medium, posting to Social Toolkit your website) for pre, during, and post-marketing activity. Create Look Your Best The Partner Marketing organization will be creating a social toolkit a clear theme, design, and message for each stage and audience. Hire professionals for Dreamforce materials and communications if and sharing in early September. Take advantage to leverage These themes should dictate all elements of your campaigns. you don’t have a strong in-house design team. Salesforce’s pre-event marketing activity. These resources include graphics to help co-promote sessions and instructions on how Define the Customer Journey to include @partnerforce on your update for potential extra Create Salesforce campaigns and lead-routing rules ahead of promotion. time. Assign scanned leads into a nurture journey that aligns with the Dreamforce booth experience. Webinars, ABM, and Keep People Engaged deal acceleration events can and should be part of your post- Run paid media and/or paid search campaigns before, during, event strategy. and after to stay engaged with visitors to your website or folks who search for your company. Leads from content syndication are also Craft Your Message good to nurture for Dreamforce. Be very thoughtful about your message. It should be differentiated and customer stories should be inspirational.

Connect with prospects and customers outside of the expo. (Continued) During Staff Up Your Social Media Team For folks not attending Dreamforce, have a staffing plan for engaging with customers Call to Action Options on social media. Your team can help drive booth traffic or schedule meetings even if If a prospect is interested but isn’t able to meet at Dreamforce, have a second call they are not there in person. to action. Customer stories should be used whenever possible in all marketing, and could be especially effective here. Brand Every Event Hosting a kickback, happy hour, or exec dinner? Play AMP co-branded content Visit AppExchange Landing or any other videos you’ve created for Dreamforce on a large screen to create There are exciting changes coming to AppExchange.com. Visit the AppExchange a customized feel. Landing to learn what the new customer experience will be like, hear where customers are finding success, and begin planning any listing changes you may want Daily Updates to do on your side to align with the new look and flow. Report on Dreamforce every day, highlighting prospects that are further qualified, deals signed, and progress toward other key business metrics. Create a dashboard Follow Up Fast to track results. Our strategic co-marketing team recommends up to half of your Have a team and plan in place “back at the office” to follow up on leads as they year-end efforts should be focused on deal closing. come in. Responding within 48 hours with multiple touchpoints will increase your chances of success. After Share a Recap Summarize your big Dreamforce news in social recaps and/or a blog post to send to your email lists. Schedule a Debrief Put a post-Dreamforce metrics debrief on the calendar. Collect Learnings Summarize lessons learned and the most impactful activities to inform your strategy for future events.

Take advantage of these tips to make the most of your Dreamforce 2022 experience, whether you’re attending in person or streaming on Salesforce+. Keep your finger on the Dreamforce pulse by visiting the Partners at Dreamforce group in the Partner Community and make sure to update your preferences to gain real-time access to the most relevant information, news, and resources to succeed at Dreamforce.