Joe Reid

Worked as part of a cross-functional team representing global stakeholders to improve the performance and scalability of Sales Cloud product pages.

Leveraging data and insights from the regional markets, I made a number of recommendations that led to the successful redesign. The final design closely maps to my original sketches. The “Get the tools you need to sell faster and succeed now.” section received the most positive feedback during user research. I proposed this to answer how customers can achieve the outcomes and benefits stated elsewhere on the page.

These pages have since been iterated further in the US with a dramatic reduction in page count—heavily influenced by my page performance insights from the regional markets.

Identified that Salesforce.com was no longer ranking as highly as it should for keywords such as “CRM” in EMEA. This was due to a change in the type of content appearing on SERPs. Where our product pages previously may have ranked, educational content started dominating the top positions.

Salesforce also did not rank anywhere for the term “What is Salesforce?” which meant we did not control the brand narrative. I led the team that created a series of articles designed to educate top-of-funnel prospects on the basics of CRM, Salesforce, and related topics to recapture search real estate for these highly searched terms.

We eventually ranked first for “CRM,” “What is CRM,” and “What is Salesforce,” overtaking Microsoft, Wikipedia, and other major sites in the process. We also captured the featured snippets area and ensured our brand was highly visible on these business-critical SERPs.

The pages we created remain some of the most visible and visited organic channels on Salesforce.com.

Managed the advertising accounts for the UK and Ireland, the largest EMEA market. Restructured the UK Google Ads account in my first month, and the increased performance this delivered led to the model being rolled out across EMEA. I also delivered the first seven-figure pipeline number within a single month in January 2014 with a 10x pipe to spend—my target was 8x pipe to spend.