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NEWS ANALYSIS: Salesforce's Cloudforce conference comes to town

Demand for delegate passes far exceeded supply at this year’s Cloudforce London event. Alex Aspinall reports

Just as an international rock group might add extra dates to a sell-out world tour, demand was so great for delegate places at the recent Cloudforce conference that host Salesforce decided to stage an encore the very next day. It was a pretty good result for the tech giant and its lead singer, CEO and chairman Marc Benioff, especially with the second day selling out and late-comers eagerly consoling themselves watching the live stream on Facebook.

But why was demand for the event – the UK’s version of Dreamforce, which attracts approximately 45,000 delegates in the US – so high? It was free. And marketed very well, which will have helped. And the delightful backdrop provided by the Royal Festival Hall added nicely to the prestige of the day. But, as ever, content emerged as king. Cloud computing and the concept of a social enterprise are undoubtedly two of tech’s hot topics at the moment. And it seems they are subjects Britain’s marketers are very eager to learn more about.