Salesforce’s Blazing Trails Podcast.
Driving Thought Leadership and Deeper Customer Relationships.
#1
Apple Business Podcast
100k
Subscribers
3M
Downloads and Views
The Challenge
Salesforce sought to solidify their thought leadership and build deeper relationships with customers in podcasting and video. We developed Blazing Trails, a weekly show featuring executives, thought-leaders, and customers in conversation. The goals were to:
Inspire customers and highlight Salesforce's vision around AI, the future of work, product innovation and community.
Connect target customers to the brand through participation in the podcast.
Engage a global C-level audience interested in insights from business leaders.
The Strategy
A content audit revealed that audiences were interested in learning how Salesforce does things and that hearing from customers and experts was critical to building trust. Combining these insights, we developed “a platform for Salesforce voices” pairing thought leaders with luminaries and key customers. From there we developed the show format optimized for multi-channel distribution:
20 minute episodes published weekly
Newsworthy themes like AI, future of work, ESG, etc.
Pair Salesforce executives and external guests like CEOs, authors and visionaries
A content calendar aligned with product rollouts and events.
Consistent multichannel promotion across paid and owned channels
Repurpose video into secondary assets like social clips, blogs and Social
ABM strategy to engage top prospects
The Execution
With over 150 episodes produced Blazing Trails captured new audiences across podcast platforms and is a top performer on Salesforce’s YouTube channel. podcast executed flawlessly on content production and promotion tactics such as:
Editorial strategy included guest outreach, booking and interview prep.
Professional multi-camera video shoots optimized for streaming platforms
Post-production editing and show packaging with strong branding
Episode launch via Apple Podcasts, Spotify, Youtube and other platforms
Social media content and campaigns to highlight episode themes and guest quotes
Embedding episodes in Salesforce blogs and event promotion pages
The Results
Blazing Trails has become Salesforce's flagship thought leadership content program driving impressive growth:
3 million lifetime views and downloads, mostly organic
100k monthly subscribers on podcast platforms
Peak rank of #1 business podcast on Apple Podcasts
Long tail value - 50% of listens 30+ days post-launch