CRM giant Salesforce debuts streaming service for all professionals
Graduating into the growing body of tech companies venturing into streaming, CRM goliath Salesforce has announced it is to launch Salesforce+. Targeting professionals, the streaming service will host live and on-demand content for every role, industry and line of business.
‘We’re not going back, we’re creating the future now’
“Over the last 18 months, we’ve had to reimagine how to succeed in the new digital-first world,” says Sarah Franklin, Salesforce’s president and chief marketing officer, who explains that, due to the pandemic, the team transformed how it did events, shifting to all-digital brand experiences and introducing original content.
“We’re not going back, we’re creating the future now. Just as brands like Disney, Netflix and Peloton have done with streaming services for consumers, Salesforce+ is providing an always-on, business media platform that builds trusted relationships with customers and a sense of belonging for the business community.”
So, what is Salesforce+?
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Salesforce+ is a streaming service that will feature original programming from Salesforce Studios.
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The service is curated for professionals of all roles and industries and will include live experiences, original series and podcasts.
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Through thought leadership and expert advice, the streaming platform aims to illuminate the future of technology in the digital-first remote working world and inspire millions of professionals to learn new skills and to pursue new career opportunities.
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It will debut globally at Salesforce’s Dreamforce conference in September, where all registered attendees will get first access to the platform. For the launch, it has produced six original series, including The Inflection Point, Connections and Leading Through Change.
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Axios reports that there are already 50 editorial leads working on the platform, as well as employees across the company. While it already has some content available, over the coming months Salesforce Studios intends to grow its team of writers, editors, directors and producers to create more original content.
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Salesforces does not plan to monetize the platform from the get-go – it will offer it for free and it will not feature external advertising.
Why is Salesforce venturing into streaming?
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Likening itself to Disney, Netflix and Peloton, Salesforce similarly wants to provide a streaming service for its customers in order to build a better relationship with them.
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Hoping to create an emotional connection, Salesforce+ marks a significant change in its marketing approach, moving from paid customer acquisition to owned and operated media.
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Salesforce isn’t the first in its field to venture into publishing. Earlier this year the marketing tech firm HubSpot bought newsletter company The Hustle.
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The news arrives off the back of it completing its acquisition of Slack, as the business looks to diversify its offering in response to the evolving market.