Salesforce Partners: Dreamforce '22 Watch Party Playbook

Dreamforce ‘22 Watch Party Playbook E R 2 0 - 2 B 2 • E M O T C PE S S I • S C A N A N F R

Share the Excitement: Learn, Connect, and Have Fun at Dreamforce ‘22 Without Packing a Bag! Partners, prepare for the magic. Your customers want a front row seat to Dreamforce. If they can’t attend in person this year, dazzle them with an exclusive virtual event. Hold a Dreamforce watch party to connect with your customers. This playbook has everything you need to make it happen! Why Have a Watch Party? Dreamforce is a BIG event—it’s the largest software conference in the world! Your customers can benefit from a curated set of keynotes, sessions, and product innovations to grow their business. Host a watch party to ensure your customers are tuning in to the sessions that matter most to them. How To Use this Playbook: Easy, Fun, Engaging This playbook has everything you need to host a successful remote Dreamforce watch party—including tips, checklists, digital assets, email templates and more. Leading up to Dreamforce, we recommend 1.5 hours of planning per week over the next three weeks. Keep scrolling to get started! Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 2

Table of Contents 04 Ethics and Legal Guidelines 05 Event Checklist/Planning Calendar 07 Recommended Dreamforce Sessions 08 Event Planning Templates 12 Streaming Guidelines 12 Additional Resources 13 FAQ Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 3

Ethics and Legal Guidelines Trust is our #1 value; we hold our employees to a high standard and expect the same from our partner community. As you connect with current and prospective customers, including at Dreamforce watch parties, we want to remind you of a few rules around gifts, entertainment, and hospitality. • Don’t give anything of value to any current or prospective customer of such a size or nature that it would appear to have the purpose of causing them to make a decision that would improperly award business to your company or Salesforce or to give you nonpublic information about a procurement. • Government Customers ° Gifts, Entertainment, & Hospitality - There can be strict rules against giving anything of value to government personnel, including employees of state-owned enterprises like public hospitals, universities, and utilities. Providing even light refreshments for a government official can be against these rules in certain situations! If you’re going to provide any gifts, meals, entertainment, or other hospitality to any prospective or current Salesforce customers, it’s your responsibility to understand whether any recipient is government personnel, and to stay in compliance with all applicable anti-corruption rules. ° Discussions - Certain topics are off-limits for discussion with government customers and prospects, such as open procurements, employment opportunities with a customer that has an open RFP, and confidential information. Further, government customers should not be asked to endorse Salesforce. You can review our policies regarding gifts and entertainment in Salesforce's Global Supplier Code of Conduct. If you have good faith concerns about conduct related to Salesforce business, we expect that you will notify us via EthicsPoint (anonymous reporting available in many countries) or via email to [email protected]. This applies to suspected misconduct within your organization, Salesforce, or any other third party. Note for public sector entities: If you are one of the first 50 to download the Dreamforce '22 Watch Party Playbook and receive a free giveaway gift, please note that this may be considered a gift to your organization and you are responsible for ensuring compliance with all applicable laws, rules, regulations, and ethics policies of your organization. If you are selected to receive a free giveaway gift and are not able to accept it, please notify us immediately. Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 4

Countdown to Dreamforce: Watch Party Planning Checklist U R I N Recommended Timing (Aug. 29 to Sept. 2) D G • Register for Dreamforce on Salesforce+ • W 1 • E E K • Determine what type of event you’d like to host (e.g., stream in office vs. virtual-only) • Identify key customers to invite • Select the date & time for your event (consider friendly time zones for your customers) • Browse the Dreamforce session catalog or use our Must-Watch Guide for Partners to find sessions of interest to you and your customers • Decide on location and book the space as needed Recommended Timing (Sept. 5 Labor Day, U.S. - Sept. 9) • Create your communications plan using the templates in this playbook R I • Send out your customer invites U N G D • Plan how you will stream Dreamforce (Review the Streaming Guidelines) • W 2 • E E K • Optional: Order catering to make it a party! (If virtual, offer guests a gift card for food delivery) Recommended Timing (Sept. 12 - Sept. 16) • Ensure you have everything you need for video viewing (e.g. screen(s), internet U R I N connection, seating, Salesforce+ live stream link, audio, video) D G • Test the streaming system • W 3 • E E K • Confirm attendee names and send event reminder emails to all customers attending • If applicable, confirm catering service • Assign someone on your team to help with taking pictures (with customer permission) and post on social media during the event DREAMFORCE WEEK (Sept. 19 - Sept. 22) • Prepare event space U R I N D G • Be sure to take and share photos from your successful watch party on • W 4 • social media for a chance to be featured by our @partnerforce and E E K @appexchange accounts! Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 5

U R I N Sept. 20-22: Dreamforce — Sit back, relax and enjoy all that D G Dreamforce has to offer! • W 4 • E E K • Check out the Dreamforce session catalog and Must-Watch Guide for Partners • Connect with your customers! Post-Dreamforce — Keep that momentum! • Share your highlights • Send thank-yous • Leverage industry and product-specific campaign playbooks, sales decks, and email nurture campaigns in the Partner Marketing Center to follow up on customer opportunities CCopopyrighyright © 2022 Salesfort © 2022 Salesforccee..ccom, inc. All righom, inc. All rights rts resereservved. Fed. For Por Parartnertner’’s ins intternernal ual use onlyse only.. 6

Recommended Dreamforce Sessions You know your customers best, browse the Dreamforce session catalog and choose which ones best align to their business goals. Note: Program times are subject to change. Need recommendations? Check out this Must-Watch Guide for Partners based on role and industry! Regional Dreamforce Events Tune in to access Dreamforce highlights tailored to your region! • Inside Dreamforce: The EMEA Edition - A 120-minute show highlighting the best of Dreamforce, with an EMEA twist! Starring our EMEA customers, leaders, and team – while bringing the magic of Dreamforce directly to virtual viewers. ° Sept 21 at 12:00 BST | 13:00 CEST | 15:00 GST ° Register Now • APAC Encore: Dreamforce Main Keynote - Experience the magic of Dreamforce from an APAC perspective! The show includes a replay of the Dreamforce Main Keynote and much more. Learn, connect and have fun with others from this fast-growing region. ° Sept 21 at 9:30 am IDT | 12:00 noon SGT | 2:00 pm AEST | 4:00pm NZT ° Salesforce+ • Latin America Takeover at Dreamforce - Connect with customers from Brazil and Latin America and hear the latest about our region during Dreamforce. ° Sept 21 at 11:00 am Brazilian Time | 11:30 am Argentina Time | 9:30 am Mexico Time ° Salesforce+ Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 7

Event Planning Templates: Communications, Graphic Assets & Templates We made it easy for you! This section provides all of the resources and pre-built content you need to make the most of your Dreamforce watch party. Watch Party Invite Email Copy To download the banner, visit the Partner Marketing Center and use the filter panel to select ‘Dreamforce 2022’ under Marketing Campaign OR type ‘Dreamforce’ into the Search Bar. Download directly onto your desktop. Subject: Join us (insert date) for an exclusive Dreamforce event! Body: Hi (insert customer name), Join us for an exclusive watch party experience of Dreamforce ‘22! Not traveling to San Francisco? No worries! We’re hosting a live stream on (insert date) to spread the magic of the world’s largest software conference without even packing a bag. Watch Party Details: (Bullet points describing your event) • Date and time • Address (or include virtual meeting details if remote) • Mention food (or “Order lunch on us” if remote) What we’re watching: (Use a brief description of the session you will stream taken from Dreamforce ‘22 agenda) • Event Description If you haven’t yet, be sure to register for Dreamforce on Salesforce+. We can’t wait to see you! (Add the call to action to get a specific RSVP response) Sincerely, (Your Name) (Your Contact Info) Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 8

Thank You for Attending Email Copy Note: The thank-you should be personalized based on the individual. Include the next step they can take for their business, or something to discuss about their potential business, etc. To download the banner, visit the Partner Marketing Center and use the filter panel to select ‘Dreamforce 2022’ under Marketing Campaign OR type ‘Dreamforce’ into the Search Bar. Download directly onto your desktop. Subject: (Customer first name), Thanks so much for joining us! Body: Dear (insert customer name), Thank you for taking the time to join us at our watch party for Dreamforce ‘22! I hope you enjoyed (insert personalized line about the Dreamforce session you watched and connect it to their business) In case you missed it, here are a few more on-demand sessions from Dreamforce that I thought you might be interested in on Salesforce+: (link recorded sessions that relate to your customer’s business needs and a brief sentence about why) If you have any questions or want to dive deeper into the topics we watched, just reply to this email and we can schedule a 1-on-1 meeting this week. Looking forward to speaking with you soon! Best, (Your name) (Your contact info) Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 9

Social Copy Twitter (280 characters max) Tuning in from (insert watch party location), our #DF22 watch party is excited for some Dreamforce magic. We’re ready to learn, connect, and innovate while streaming the world’s largest software conference! @partnerforce (Attach downloadable Dreamforce graphic along with picture(s) of your watch party) Instagram Tuning in from (insert watch party location), our #DF22 watch party is excited for some Dreamforce magic! @partnerforce (Attach downloadable Dreamforce graphic along with picture(s) of your watch party) LinkedIn Tuning in from (insert watch party location), our #DF22 watch party is excited to experience the Dreamforce magic! We’re ready to learn, connect, and innovate while streaming the world’s largest software conference on Salesforce+! @SalesforcePartners (Attach downloadable Dreamforce graphic along with picture(s) of your watch party) Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 10

Social Images To download the social images, visit the Partner Marketing Center and use the filter panel to select ‘Dreamforce 2022’ under Marketing Campaign OR type ‘Dreamforce’ into the Search Bar. The images will appear and you can download them directly onto your desktop. Use these images, in addition to the photos taken at your watch party, in your social posts to spread the magic of Dreamforce with your network! Instagram / LinkedIn Twitter Event Copy Blocks Long Description Prepare for the magic. Join (insert your company name) for an exclusive watch party experience of Dreamforce ‘22. Catch luminary speakers, customer success, and groundbreaking innovation at the largest software conference in the world—without a trip to San Francisco! Be inspired, learn, and have fun during our live stream watch party on (insert date). Short Description Experience the magic of Dreamforce ‘22 without traveling to San Francisco! Join us for an exclusive watch party experience of the world’s largest software conference on (insert date). Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 11

Streaming Guidelines • Make sure you and your customers are registered for Dreamforce on Salesforce+ • Use this same Salesforce+ link to find and livestream sessions during your remote watch party • If you aren’t meeting customers in person, use the following steps to host an all-virtual watch party via Google Meet or Zoom: ° Create a calendar invite with a Google Meet or Zoom link and send it to your customers ° As the host of your watch party, open the Salesforce+ video stream in a browser tab and have the session you plan to show loaded on the screen • Google Meet ° Present the tab in Google Meet to share the video and audio with your watch party attendees ° In presenter mode, present that tab (vs. entire screen) for the best experience ° Ensure the ‘Share audio’ box at the bottom left of the pop-up window is checked • Zoom ° Click on ‘Share Screen’ on the meeting toolbar ° Select browser window option with the Salesforce+ tab ° Check the ‘Share Sound’ and ‘Optimize for Video Clip’ boxes in the bottom-left corner of the share selection window ° Make sure everyone on the call can hear and see the broadcast • For accessibility, turn on captions if needed ° Discuss topics with your customers via Slack or in the meeting chat! Additional Resources: The new partner resource map offers a single, unified interface with a customized suite of tools proven to support you in your partnership with Salesforce. Check it out and access resources like these: • Partner Marketing Center: After Dreamforce, continue the conversation with your customers using industry and product-specific campaign playbooks, sales decks, email campaigns and more • Digital Marketing Curriculum: Inspired to keep learning after Dreamforce? This Partner Learning Camp curriculum is designed to help you grow your digital marketing skills to drive customer engagement Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 12

Frequently Asked Questions How do I choose which sessions to watch with my customers? So much Dreamforce magic, so little time! Take a look at the agenda for each day and find sessions that align most with your customers’ priorities. During the event, try to make connections between the topics discussed and their business goals! Should I host an in-person watch party or all virtual? The power of in-person connections is unmatched—but both options can spread the Dreamforce magic! Consider budget and local health guidance for you and your customers and decide which event type works best. How do I get featured on @partnerforce social media channels? That’s easy! Snap some pictures of your Dreamforce watch party in action and post it on your social channels using #DF22 and tag @partnerforce. We’ll be on the lookout for partner posts and would love to share them! Can I host a watch party for other Salesforce events? Absolutely! We’ve seen some great watch parties hosted during Connections, World Tour Events and TrailblazerDX. We love when our community comes together to enjoy broadcasted content & share in the fun. Copyright © 2022 Salesforce.com, inc. All rights reserved. For Partner’s internal use only. 13