Background

With a total revenue of USD $10.48 billion in 2018, Salesforce has become the world’s #1 customer relationship management (CRM) platform, helping businesses effectively and efficiently connect with consumers around the world.

Since 2009, Salesforce has trusted us to help them grow, compete, and succeed in the Chinese search market.

Challenges + Goals

While Salesforce is a well-established brand among western audiences, it was not as well-known among Asian audiences. This was a challenge for Salesforce as it endeavored to break into the Chinese market.

Salesforce approached us with a goal to build a sales pipeline and increase leads through Chinese search engines, including Baidu and 360 Search.

Our key challenge was discovering, localizing, and optimizing the right keywords to increase organic search traffic from Chinese-language queries when Salesforce had been previously English-focused.

Strategy + Execution

Our first step was to conduct in-depth keyword research to discover exactly which terms Chinese people use to search for CRM solutions. We were able to identify 100 core target keywords unique to the Chinese audience.

Then, we helped Salesforce optimize and—most importantly localize—its website to ensure its content matched true Chinese search terms and intent. This included:

• Identifying and resolving technical SEO issues that were hindering success
• Creating content for SEO modules
• Creating new pages for keywords that did not have a matching landing page
• Ongoing link-building strategies

As a result of our local expertise and localization strategy, we saw consistent and significant improvement in ranking, with 50+ core keywords putting Salesforce in the #1 position on Baidu and 360 Search. This led to a 390% increase in organic search traffic, a 601% increase in yearly sales opportunities, and a 120% increase on the pipe-to-spend ratio.

We are proud to have been working with Salesforce since 2009, helping them penetrate and ultimately dominate the Chinese search market.