Salesforce

Transforming how a tech brand connects with executives

A software leader reframes itself as a thought partner for professionals.

To address the proliferation of CRM competitors as well as its growing suite of non-CRM products, Salesforce asked us to help with pivoting its brand positioning from software provider to trusted thought partner for business leaders. Our solution: to establish a Salesforce-run media operation—anchored by a flagship print magazine product that we concepted, designed, and developed from end-to-end—to build loyalty with global professional audiences.

250+ Salesforce marketing and communications staffers trained

1,900+ executives subscribed to Vantage Point within its first year

Services

Audience Growth & Engagement
Naming & Naming Systems
Thought Leadership & Publishing
Editorial & Distribution Strategy
Flagship Content & Brand Storytelling

Sectors

Technology & Media

A Bespoke Print Magazine

We created Vantage Point: a premium print and digital magazine to serve as the flagship publication for Salesforce’s new engagement strategy.

The Teaming Issue

Illustration

Alec Doherty

Bartosz Kosowski

Gail Armstrong

Julie Guillem

Lucy Jones

Mark Conlan

Paul Rogers

Petra Sitaru

Sophi Miyoko Gullbrants

Photography

Sean Q. Munro

Tess Mayer

Ty Cole

Fifty Thousand Feet’s approach helped us enable a new generation of content strategists that are embedded within our lines of businesses and are true partners to our product teams. With this new thinking and approach, our team has had a greater impact on what stories to write to move Salesforce forward.

Vice President, Content Marketing, Global Brand Marketing
Salesforce

Art Direction

We created a unique theme for each issue of Vantage Point and commissioned original illustration and photography to complement the thought leadership within.

The Data Issue

Illustration

Alec Doherty

Bartosz Kosowski

Calvin Sprague

Camilo Huinca

Jiaqi Wang

Mark Conlan

Matt Chase

Paul Rogers

Petra Sitaru

Ricardo Santos

Photography

Cayce Clifford

Eric Ryan Anderson

Ronny Knight

Wunderman Thompson

Content Strategy

We worked with product managers and leading business professors to develop a pipeline of story topics that would both capture executives’ attention and inconspicuously (but closely) align with the company’s core capabilities.

The Metamorphosis Issue

Illustration

Ana Matsusaki

Calvin Sprague

Camilo Huinca

Lucie Birant

Mari Fouz

Mark Conlan

Matt Chase

Oupas! Design Studio

Paul Rogers

Petra Sitaru

Virginia Gabrielli

Photography

Al Bello

Ezra Shaw

Homer Rabara

Storytelling Training

After establishing the new editorial voice and content strategy, we published guides to help internal teams build their audiences, position their messaging, and add journalistic rigor to their processes.