Guillaume Roques

A company’s ability to be nimble will determine the success of its marketing strategy

Brands will look to live in the moment more than ever in 2018. As consumer attention spans shorten and the buyer is becoming more sceptical, ephemeral marketing will become a stronger focus. Brands must embrace the unexpected and be nimble in their marketing campaigns. While they might not be as witty as the Southern Rail intern – who dominated the company’s Twitter account during his one day in the office, resulting in unprecedented fan engagement for the UK train company – they must be able to use unpredictable customer interactions to their benefit.

Fortunately, the tools marketers need to react with speed and be more engaged with their audiences are now available. For example, Salesforce’s Einstein Vision for Social Studio automates the discovery and identification of images, enabling marketers to respond appropriately. By understanding the photos that consumers post, marketers are empowered to reach consumers even when they have not specifically mentioned a brand, product or service by name. In turn, this improves customer engagement, helps to resolve potential customer service issues and can identify new influencers and fans that can become your next brand evangelists.

Marketers must be ready and empowered to operate in the moment in 2018 and on any channel. Keeping abreast of audience interests and trends, then leveraging them as they appear on social and other media will drive up engagement with your brand. By having your finger on the pulse and reacting quickly with relevant content, it will also give your audiences the tools and content to share your story for you.

Guillaume Roques, Vice President Marketing, EMEA, Salesforce

Guillaume Roques is chief marketing officer, Salesforce Europe, Middle East and Africa (EMEA), and also holds responsibility for marketing for Salesforce Canada and Salesforce Asia Pacific (APAC). In his role, he oversees all marketing functions for these fast-growing regions, including branding, campaigns, communications, events, lead generation, operations, programs and systems, and he is responsible for creating a memorable and compelling brand image for Salesforce while ensuring full alignment with Salesforce’s global brand.

Roques was previously vice-president, developer marketing, working closely with startups and developers to ensure that they were able to leverage key Salesforce innovations and technologies. Prior to joining Salesforce, Guillaume was director of Product Management at Microsoft Corp, where he led the core product management of the Microsoft Web platform and later on the Microsoft cloud offering (Azure). During his 13-year tenure at Microsoft, Roques also held a number of roles to lead product management and strategy for the company. Roques has also worked in IT departments at Epilog and TF1, and started his career as a developer at IBM in Orléans.

Roques holds a masters degree from ESCP Europe.