Salesforce launched in 2000 with already 200 customers pre-sold and reached $100M in revenue only 6 years after.
And that was without social media and PPC.
Here is how Marc Benioff (Salesforce’s CEO) made a lot of noise.
In the early days, Salesforce had no sales team and much larger competitors.
Siebel Systems was one of those large competitors.
To get attention, Benioff staged a protest in front of the Siebel Conference.
The media present that day loved this.
Note: Salesforce’s main differentiation back then was to be sold “on the cloud” as opposed to CDs, hence the “No Software” slogan.
Most of Salesforce’s initial traction came from PR.
Benioff understood that early and quickly staged the story:
Salesforce will be an underdog activist company fighting giants for a just cause: “The end of software”.
Who doesn’t love a good underdog story?
Benioff knew how to throw note-worthy eccentric events.
The 2000 product launch event featured a whole area representing Enterprise Software, “Hell", with screaming salespeople actors in cages and whack-a-mole games where the moles were competitors.
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B.