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salesforce.com, Inc. (CRM)

Barclays Internet Connect Conference Call

March 6, 2013 11:05 am ET

Executives

Michael Lazerow – Chief Marketing Officer-Salesforce Marketing Cloud

Analysts

Anthony J. DiClemente – Barclays Capital, Inc.

Presentation

Anthony J. DiClemente – Barclays Capital, Inc.

We’re ready to get going. So thank you all for joining us. I appreciate it. my name is Anthony DiClemente. I and Mark May cover Internet at Barclays, for those of you who don’t know me. We’re happy and grateful to have Michael Lazerow, Chief Marketing Officer, Salesforce Marketing Cloud.

Michael, thank you for joining us.

Michael Lazerow

Thanks for having me.

Anthony J. DiClemente – Barclays Capital, Inc.

All right, I appreciate your time. Maybe just as an introduction to the audience, just tell us a little bit about yourself, tell us about Salesforce Marketing Cloud for a couple of minutes, and maybe a little bit on Buddy Media. And so maybe you can just kind of introduce yourself to us.

Michael Lazerow

So, my name is Michael Lazerow, I’m now running the lot of the marketing stuff we’re doing at Salesforce, which we call the Salesforce Marketing Cloud. My history is really as an entrepreneur, I’ve started a bunch of Internet companies. First one in 1994 at Northwestern University, anyone go to Northwestern here? I guess no one could get in.

Anthony J. DiClemente – Barclays Capital, Inc.

North yeah…

Michael Lazerow

Everyone else here like went to Harvard and yeah...

Anthony J. DiClemente – Barclays Capital, Inc.

I thought you went.

Michael Lazerow

Which I didn’t get into, but long story short. The Internet, really the commercial Internet started in 1994, and had a we’re just the largest student news service, started by students for students, and then went on to emerge coming off student advantage, which was student marketing and media platform, and then started Golf.com with my wife Kass, and we sold that to Time Warner.

And we started Buddy Media five years ago, a little over five years ago, and the idea was that the really there is social revolution going on, consumers were starting to flock to Facebook away from MySpace and some other early social platforms, and we thought brands would have to figure out how to market in this new world, where they’re always connected to customers, and we grew that business, we’re the leader in this news space, social media marketing.

And Salesforce bought the business in August, and we’ve launched the Salesforce Marketing Cloud in October. And really what we’re working on is this really intersection of how companies sell, how companies service, how companies market, and ultimately every touch point you have with the customer is going to be a marketing experience whether it’s a sales person, whether a retail associate, whether you are doing your Super Bowl ad on TV, or someone is calling you into your call center, and so it’s unified customer story, we think every company including ours has to be a customer company, has to listen to customers and we do that, and engage them and publish content and all advertising is going social, and we’re doing it on top of the most popular CRM system.

Today, which is Salesforce and we’re incredibly excited about really the marketing world, the fact is CMOs are going to spend more than CIOs in the next few years according to Gartner, which I think directionally correct even if none who knows what happens with the numbers. And really the marketing part of what we’re doing, how we’re helping companies connect to customers in a whole new way is leading Salesforce and the industry forward.

Anthony J. DiClemente – Barclays Capital, Inc.

Yeah. I guess the distinction is moving from this idea of ad buying that some folks think it’s more of a commoditized thing, where you just kind of buying a spot that maybe in a TV medium you don’t necessarily have as much geographic or behavioral targeted information about the person you’re reaching versus like providing a marketing service, maybe if you could just take us through like the value add like the sophistication of marketing of kind of a platform such as yours on social media as opposed to just advertising on that medium, and what are the kind of value added products, and services that you deliver to your customers by looking through that line.

Michael Lazerow

Sure. So the marketing industry really hasn’t changed in 60 years of a series of hole filling exercises where marketers including us, we find holes that we can stick that’s accretive into, and that was basically how we got our message out, and what drove marketers early on to think about this new people centered world, where it’s not just holes, not just on the web pages, but it’s actually people that shift to people being the kind of most basic units and the fundamental driver of how you operate as a business.

We really looked at kind of how our company is going to market and we’ve never – we don’t say, and we will never say that TV is going away, I mean TV is as great as ever been, I think the number of shows and live events are getting great tuning, and we look at really our value add is being able to help our Company, get much closer to their customers by understanding, who they are either in a larger kind of targeting bucket or on one-to-one, we’re doing a lot of stuff, where it’s basically what you would have seen as customer service in the past is actually just it’s marketing, but instead of you going after them. They’re actually raising your hands and coming to you.

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