How F1 Conquered American Hearts with Salesforce

Let's face it, Formula 1 wasn't exactly setting American pulses racing for years. American fans have had other heroes –like NASCAR and the IndyCar.

Formula 1 races were held at odd hours, with limited broadcasts, and frankly, the whole thing felt a bit… distant. But let me tell you, times have changed faster:?

Now, we're seeing packed circuits like Miami and Austin, a growing legion of passionate fans, and even more American races on the calendar. So, what's the secret behind this unexpected love??

This edition of Salesforce Under the Lens takes us behind the wheel to understand why Salesforce has been pivotal in capitalizing on the growing interest by delivering the content fans want, when they want, and on their preferred channels. Using tools like Customer 360 and Marketing Cloud, Salesforce has enabled F1 to gather and analyze fan data, offering personalized experiences and real-time engagement that makes each fan feel like they're part of the action.?

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A Bit of History?

A major turning point was the release of Netflix's "Drive to Survive" series in 2019. This behind-the-scenes docuseries gave fans a glimpse into the high-stakes world of F1, showcasing the drivers, teams, and the drama of the sport. It brought the excitement and personalities of F1 into people's homes, significantly boosting interest, especially in the US. This surge in popularity is evident as F1 races have broken viewership records and added new American Grand Prix locations.?

However, this growing interest needed to be harnessed and converted into lasting fan engagement. That’s where Salesforce came into play.??

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Get ready to explore the strategies that fueled F1's American takeover:?

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• Data Drives the Decisions: Remember those odd race times? Salesforce's Einstein Analytics helps F1 understand American viewing habits, allowing them to schedule races at times that fit better the US time zone.?

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• Targeted Communication: Forget generic marketing blasts. Salesforce Marketing Cloud lets F1 personalize messages to different fan segments. Are you a die-hard Ferrari fan? Get exclusive content and updates about the Scuderia. Just getting into the sport? Targeted content can answer your questions and get you hooked.?

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• Building a Community: Salesforce Community Cloud connects fans with each other and the sport. Imagine a virtual racetrack where you can chat with fellow fans, share predictions, and celebrate race wins together. It builds a sense of community and keeps the excitement going all season long.?

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The Results Speak for Themselves?

With Salesforce's technology, F1's first-call resolution rates hit an impressive 86% by 2022, while fan satisfaction soared from 70% to 88% over four years. This is a huge transformation.?

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Tools That Drive Success?

Salesforce harnesses a powerful array of tools to make this happen:?

• Customer 360: Integrates data across marketing, sales, and service, creating a unified fan profile that enhances every interaction.?
• Marketing Cloud: Delivers personalized communications at scale, ensuring that every fan feels uniquely valued.?
• Service Cloud: Empowers agents with complete fan insights, enabling quicker and more effective responses.?

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The Road Ahead?

If Salesforce can do this for Formula 1, imagine what it can do for your business. The same tools that transformed F1’s fan engagement are ready to revolutionize your customer interactions.??

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If you're inspired by how Salesforce transformed the F1 fan experience and want to bring similar innovations to your business, book a call with us for Salesforce implementation, consulting, and talent acquisition. Let's accelerate your success together!?

Also, don't forget to follow us on LinkedIn and subscribe to my newsletter for the latest insights and updates on how digital transformation can drive your business forward.?

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