Colin Fleming of Salesforce: Salesforce+ will make Dreamforce a transformational experience

One on One Interviews

This week I’m headed off to Dreamforce, Salesforce’s huge annual user conference, for the first time in three years. Before the pandemic shut everything down, 170,000 people attended Dreamforce in 2019. And while the conference took a few baby steps the last couple of years with very limited amounts of people attending the event in San Francisco, many more people experienced it virtually on Salesforce+, the streaming platform Salesforce created when all their physical events had to be canceled. But this week the conference is back with a significant number of folks expected to attend. And even though estimates are floating around of at least 30,000 people will be at the physical event, there may be four times that number if not more who will attend virtually. My CRM Playaz co-host Paul Greenberg and I had the opportunity to speak with Colin Fleming, Salesforce EVP of Global Brand Marketing, who is leading the Salesforce+ effort. We spoke with him two days after the streaming service was announced last year, and we wanted to hear what role Salesforce+ was going to play in this year’s Dreamforce now that it’s opening back up with a big attendance number expected. Colin also shares how the last year of Salesforce+ has led to a transformational change in how he sees events being designed, as well as the impact these changes will have of traditional B2B marketing initiatives.