Salesforce.com is a CRM giant and is loved by many, however, they are currently making very poor use of LinkedIn’s ‘sponsored posts’ advertising option. While perusing my LinkedIn feed today, I noticed this update:

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I thought to myself ‘I’d like to see this demo’, so as someone who does quite often follow my thoughts, I clicked the link in the ad. What happened?

1 – The link didn’t lead to a page that held that demo – I had to click again to reach the demo in question
2 – When I did get to the right page, I was faced with this:

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#majorfail

So, you want us to watch a demo of your product that you then hope will lead us to either make an enquiry or sign-up, but in order for us to do that, you want us to give you a serious amount of personal data before we can watch the demo? No, no, no! Why shove such a huge barrier in front of a product demo? Tut, tut salesforce, I thought you would’ve known better. I also love the capitalisation on FREE in ‘Watch the FREE demo’ – thanks so much for not charging us for the privilege! You really are spoiling us.

I’m not the only one that feels this way…

The nature of these sponsored updates means that people can comment and like them, it adds a social aspect to proceedings. Some of the comments in this case very much echo my thoughts:

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Notice that some of these comments span back to a month ago, they’ve clearly been churning this ad for a good while. Now that may say that regardless of my sentiments (and others in the comments), it may actually be working for them, but I’m sure it would be even more effective without the barrier of three clicks and then a colossal data request!

What do you need to take-away from this post?

  • Don’t ask people for data in advanced of actually finding out more about your product!
  • Don’t use an ad option that has a social side to it without monitoring the feedback – salesforce should have somebody watching this and answering questions/responding to the negativity
  • I’d actually recommend you only use this LinkedIn ad option if you’re using a really interesting, informative piece of content as the focus of it – you want clicks, but you also want to harness the comment etc and see a nice chat happening around it. Try to create a piece of content purely to be used for this activity
  • Watch your budgets too – this ad option is expensive! I’ve recently tested it and cost per click has come in at around £2.80 ($4.60 US)

Poor show salesforce!

Do you agree with me here? Would you give that level of data over just to see a product demo video? Am I wrong? Tell me!

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