The Dreamforce convention (@Dreamforce) draws thousands of tech business decision makers each year that together represent millions of dollars' worth of potential sales to B2B brands. The audience is made up of CIOs, sales and marketing executives, architects, developers, and central IT directors.
With so many vendors vying for attendees' attention, it can be difficult to stand out from the crowd. This year, software company MuleSoft (@MuleSoft) wanted to find a cost-effective way to connect with B2B customers in need of a software solution for managing data, apps, and devices. It wanted to cut through the carnival and drive qualified traffic to its booth.
@MuleSoft set out to be recognized by conference attendees as an industry leader in Salesforce connectivity solutions. It developed a simple, creative Twitter strategy to engage its target audience and attract customers to its booth.
Leading up to the event, @MuleSoft launched a landing page spotlighting their plans for the event including a "Hoodie Hunt" Twitter contest, and shared the page over email and social media. The company used Promoted Tweets to help attendees locate them on the showroom floor, and to amp up excitement around a coveted swag giveaway using the conference hashtag #DF15.
Twitter enabled the brand to communicate directly with @Dreamforce and @salesforce followers while still reaching a broader audience outside the expo.