I am joined by Ben McCarthy, Founder of Salesforce Ben, Lab.club and advisor to a number of great companies in the ecosystem like AscendX, Tequity Advisors, and PipeLaunch. We talk about his journey from university to stumbling upon Salesforce and then after being called SalesforceBoy grew into Salesforce Ben. 

We talk about how to approach thought leadership, holding nothing back from the reader. Give back and give value and best practices without selling first. Obviously your offering will help more, but for basic use cases consider helping those salesforce users solve their problem without using your solution. There will be time to position your premium solution once trust is established.

People in the ecosystem will know of Salesforce Ben and Ben himself, but some ISVs might not know that you can actually engage with SFB to help engage the Salesforce community with things like sponsored content, thought leadership, dreamforce activations and more. Their team has data and expertise to help guide ISVs on what works and what doesn’t to drive conversions. 

We talk about the state of the ecosystem around things like events and how it’s changed over the last decade. Experimenting with things like video and shorts vs. things like white papers. Speaking of exploration, Ben also gives his point of view on how and why they launched NowBen, a similar platform to Salesforce Ben but focused on the ServiceNow ecosystem. I think everyone can learn from his point of view on this topic.

Make sure you follow Gearset and Elements.Cloud with Kevin Boyle and Ian Gotts, respectively. Here is the link to Salesforce Ben’s parties and events guide for Dreamforce 2025 next month. https://www.salesforceben.com/official-dreamforce-parties-and-events-guide-2025/ 

This episode is brought to you by Tequity Advisors . Tequity Advisors is a global sell-side M&A advisory firm with core expertise in SaaS and ISVs, Salesforce, ServiceNow, SAP, Microsoft, all things Data and AI, and the hyper scaler MSP cloud ecosystems with a focus on the Salesforce ecosystem and beyond!