Salesforce's year-end financial results show that they company grew quarter to quarter revenue by 28% globally and 30% in APAC. Year over year, APAC revenue grew 26%.
APAC represented 10% of global revenue for the fiscal year ending January 2018, which is consistent from the year prior. Overall, Salesforce pretty much obliterated analyst expectations.
It is important to note that a business that operates on a subscription model, such as Salesforce, will historically experience a strong fourth quarter to due to new business and renewal. Such businesses will also see a strong first quarter the following year due to large collections and operating cash flow.
According to Keith Block, vice chairman, president and COO of Salesforce, revenue growth in APAC was due to excellent momentum in financial services, specifically in Australia, where the relationship with AMP was deepened.
The company will also be helping a cryptocurrency exchange, Coin, helping them innovate and scale on the Heroku platform while doubling down on the deals with Nissan and Amana in Japan.
"So really to capture the opportunity in front of us, we continue to increase our international go-to-market resources, operations and infrastructure to make sure that we can serve our global customers and continue our enterprise scale," said Block, adding that in the 2018 fiscal year, nearly 40% of our new hires were in regions outside the Americas.
Focusing its marketing activities on the cities and countries with the largest market opportunity, Salesforce relies on a variety of traditional and social channels to target prospective and current customers, partners and developers. Spending over $4.8 billion globally, the promotion mix of the marketing strategy by Salesforce includes:
- Proprietary events such as Dreamforce and salon dinners, including participation in trade shows and industry events.
- Press and industry analyst relations. This is done all year around to garner validation and generate positive coverage.
- Content marketing and engagement on all major social channels.
- Search engine marketing and advertising to drive traffic to web properties.
- Partner co-marketing activities with global and regional implementation partners.
- Website development to engage and educate prospects and generate interest through product information and demonstrations, case studies, white papers and marketing collateral.
- Event sponsorships and out of home (OOH) primary real estate signage.