How do you turn a global asset into local pipeline?

Challenge

Salesforce is the world’s leading customer relationship management platform, but engaging leads in local markets required content that spoke directly to their challenges. The ANZ team needed to deliver a campaign to support the performance of one of Salesforce’s core product lines, Sales Cloud, and do it in a way that was relevant, actionable, and valuable for local sales professionals—positioning Salesforce as the go-to resource for sales insights while delivering real pipeline impact.

Our Approach

‍Mahlab has been working with Salesforce since 2016, developing strategic content programs and campaigns that support business growth. For this campaign, we took a high-performing global asset and reshaped it for ANZ sales professionals—making it more relevant, engaging, and valuable for a local audience. 

Assess:

• We reviewed global messaging, identified content gaps, and assessed opportunities to tailor insights for ANZ sales professionals.

Map the campaign:

• Grounded in audience understanding, we developed a local campaign strategy to meet ANZ sales professionals where they were already engaged.
• The amplification plan spanned owned channels, major events, internal networks, and paid distribution, and aligned with key moments in the sales cycle. 
• To enhance credibility, we selected local contributors from a diverse mix of customers, partners, and influencers, representing a broad range of industries and company sizes.

Create:

• We adapted the global asset into a locally relevant eBook, 50 Pro Sales Tips for 2020, supported by a suite of amplification assets. 
• Five key themes were identified to ensure the content resonated with the local audience. ANZ sales leaders were interviewed, and their insights were woven into the campaign narrative. 
• Messaging and creative elements were refined to address region-specific challenges, making the content more actionable and impactful.

Activate:

• The campaign launched with a blog, infographic, and targeted social posts across LinkedIn, X, Facebook, and Instagram. Paid ads on LinkedIn and the Google Display Network extended the reach to key audiences. 
• To drive momentum, contributors received bespoke social assets ahead of launch, ensuring strong organic engagement. On launch day, the hashtag #50ProSalesTips gained traction as contributors amplified the campaign across their networks.
• Key messages were also featured in a World Tour Sydney session with a contributor, further extending reach. Attendees received a follow-up eDM with a link to the eBook, capturing event leads and reinforcing campaign messaging.
• Ongoing monitoring and optimisation ensured the campaign delivered sustained impact.