Salesforce

Creating networking opportunities in San Francisco for Salesforce

1k+

Total guests across all experiences

Distinct events delivered across four days for five regional teams

82%

Average attendance rate across all events

94%

Of attendees reported the events positively influenced their perception of their regional Salesforce partnership

The challenge

Dreamforce is Salesforce’s flagship annual conference and the premier opportunity for regional teams to engage with their most valuable partners and customers in person, with tens of thousands of attendees meeting in San Francisco. Building on a decade-long partnership as the strategic experiential partner for Salesforce regional teams, for 2025, Salesforce came to Identity for the sixth time to support the event’s ancillary programming. Our challenge was to design experiences which cut through the noise of competing events, whilst deepening executive trust and showcasing their latest innovations across eight international markets through unforgettable, high-impact events.

Approach

Drawing on our extensive experience and understanding of Dreamforce’s unique ecosystem and San Francisco’s venue landscape, we worked with multiple regional teams simultaneously, conducting discovery sessions to understand nuanced international audience demographics and needs. We applied competitive analysis of broader Dreamforce activations to develop a differentiated experience strategy and concept and translated this into thematic creative that reflected regional business priorities and broader Dreamforce themes. Leveraging our relationship capital with vendors to unlock venues and experiences inaccessible to others, we curated a rich, four-day integrated programme of 25 events ranging from VIP networking breakfasts, celebrity chef experiences, yacht dinners, cultural venue takeovers and exclusive late-night networking events. Every guest touchpoint was carefully curated, from environmental design and entertainment to menus, all supported by precision logistics.

“Identity know the city very well and have a great library of venues and suppliers. They handle last minute requests and the weekly calls were very helpful.”

Salesforce

Result

Success was evident in every detail. From implementation of a tiered invitation strategy and communications plan, custom-built registration platforms with RSVP tracking, to transportation coordination and strategic seating plans, and last-minute executive changes or additions and late VIP accommodation requests, our team’s agility and expertise coupled with our deep vendor relationships ensured we met Salesforce’s expectations and engaged attendees at every turn. Drawing 1,050 guests, the 82% invitation to attendance rate was above client success metrics and far exceeded the industry benchmark of 75% for invitation-only corporate events during conference week. A staggering 94% of attendees reported that the events had positively influenced their perception of their regional Salesforce partnership, cementing invaluable business connections and creating lasting, deepened relationships through shared experience.