Salesforce

Neither of the Bs in B2B stands for boring.

But you wouldn’t know that from watching most B2B advertising. Thankfully, Salesforce doesn’t believe in typical B2B marketing. They believe in a brand voice that’s human, even in a world of AI, GPTs, and…shudder…leveraged synergies. Working with Salesforce, I helped junk the jargon to create real connections between the company and its customers.

 

Project: Salesforce Service Cloud OLVs

The Goal:
Take the “Everyone Is an Einstein” campaign and transform it into cloud-specific OLVs to show the power of AI at the product level.

The Team:
CD: John Ilang-ilang
ACD: Audrey Khuner
Copywriter: Daniel Wallace
Art Director: Maggie Moore
Production: Bayonet

My Role:

  • Collaborated across cloud creative teams on ideas to bring the brand campaign to life at the cloud level

  • Concepted and wrote the Service Cloud :30 script and :15 social cuts

  • Collaborated with product marketing partners to align messaging

The Work:

 

 Focus group feedback:

“[The Salesforce ad] resonated because it made reference to things that I do every day, that my team does every day…I was thinking how could I implement something like that into what I actually do?”
-Sr. Director, Business & Professional Services, Field Service Prospect

 
 
 

“The [Salesforce ad] was to the point…if I had no idea what the product was or what they were offering, I got a good understanding from that commercial…”
-Sr. Manager, Energy, Field Service Prospect

 

Project: #EscapeTheVault Veeva takedown.

The Goal:

Salesforce Life Sciences Cloud was in a heated, head-to-head competition with Veeva and their “vaults” for key life sciences clients. So what better way to reach undecided prospects than at Veeva’s own conference? We took over the area surrounding the event to build buzz, stand out, making sure Life Sciences Cloud stayed top of mind throughout their conference.

My Role:
-Concepted campaign and tactics
-Wrote the ads and splash page
-Collaborated with design, animation production, and product partners

The Tactics:

  • Out-of-home ads saturating area around the event

  • Uber takeovers to-and-from the event

  • Light projections on the building across the street

  • Complimentary coffee cart for attendees

  • Salesforce mascot photo ops outside event

  • Splash page showcasing Salesforce advantage vs Veeva

The Team:
CD: Whitney Hanson
Copywriter: Daniel Wallace
Art Director: Tony Oblen
Production: Soundoff Studios

The Work:

Project: Service Cloud Display + Audio Ads

My Role:

  • Concepted and wrote :30 audio script

  • Wrote display ads and accompanying emails

  • Collaborated with Product Marketing partners to align messaging

The Goal: Highlight the impact that AI can have on the Service industry through eye (and ear) catching ads.

The Team:
ACD: Audrey Khuner
Copywriter: Daniel Wallace
Art Director: Maggie Moore
Audio Production: Spotify

The work:

 

Project: Pro Suite Launch

The Goal: Launch a new suite of products featuring the power of Salesforce tailored to the needs of growing small businesses

The Team:
CD: Nathan Hackett
Art Director: George Quick
Copywriter: Tori Ferrante
Copywriter: Daniel Wallace

My Role:

  • Create, review, and edit website copy and social posts for the launch

  • Collaborate with product marketing stakeholders to ensure messaging alignment

  • Ensure alignment with brand messaging and brand voice

The Work:

“Daniel embodies the essence of attentive dedication, his every action is a testament to his commitment to excellence. With a meticulous eye for detail, he navigates challenges effortlessly, offering not just assistance, but a guiding hand through his thought process. Daniel’s consultative approach not only solves problems but helps set the course for our projects.”
-Zia Hasheem
Senior Manager, Product Marketing, Pro Suites