Salesforce’s ‘Leading for Growth’ programme has shaped the company’s leadership culture for over a decade. Around 700 leaders attend each year from across the world, united by a single ambition: connect current and future leaders to each other, and to their own growth.
Our Approach
Seven hundred people means seven hundred different career journeys and motivations. Our approach was to treat each one as an audience of one.
Before the event, every participant received a personalised welcome magazine – produced to editorial standards, with rich design, animation and QR codes linking to content based on their individual journey. Individual films featured each leader’s name, photo and content specific to their own objectives. Surveys built into the magazine gave the programme team real-time insight into who was in the room before they arrived.
The personalisation continued through in-event activations and post-event learning content – all powered by an automated pipeline built directly into Salesforce’s own CRM.
The result wasn’t just a better experience. Personalised content delivers six times higher engagement than generic equivalents. In a leadership development context, where emotional connection is what drives behaviour change, that gap matters.
Seven hundred leaders. Seven hundred individual experiences. One programme that held together.
Impact
- 700 leaders received a fully personalised programme experience
- Six times higher engagement than generic content equivalents
- Real-time audience insight built into programme design
- Emotional connection to growth and leadership sustained before, during and after the event