Cloudforce Sydney 2012 - Behind the Cloud - How Salesforce.com became the leading Cloud ISV

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Rachella Grossi presents on how Salesforce became a leader in the Cloud ISV space. Great session for Marketers.

This was presented during a Breakout Session at Cloudforce Sydney 2012 (http://www.salesforce.com/au/cloudforce/ ).

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Cloudforce Sydney 2012 - Behind the Cloud - How Salesforce.com became the leading Cloud ISV

  1. 1. Behind the Cloud: How Salesforce.comBecame the Leading Cloud ISV Rachella Grossi Senior Manager, Partner Marketing & Programs @partnerforce in/rachellazg
  2. 2. Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation maycontain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertaintiesmaterialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differmaterially from the results expressed or implied by the forward-looking statements we make. All statementsother than statements of historical fact could be deemed forward-looking, including any projections ofsubscriber growth, earnings, revenues, or other financial items and any statements regarding strategies orplans of management for future operations, statements of belief, any statements concerning new, planned, orupgraded services or technology developments and customer contracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developingand delivering new functionality for our service, our new business model, our past operating losses, possiblefluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach ofour security measures, risks associated with possible mergers and acquisitions, the immature market in whichwe operate, our relatively limited operating history, our ability to expand, retain, and motivate our employeesand manage our growth, new releases of our service and successful customer deployment, our limited historyreselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of salesforce.com, inc. is included in ourannual report on Form 10-K for the most recent fiscal year ended January 31, 2012. This document andothers are available on the SEC Filings section of the Investor Information section of our Web site.Any unreleased services or features referenced in this or other press releases or public statements are notcurrently available and may not be delivered on time or at all. Customers who purchase our services shouldmake the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumesno obligation and does not intend to update these forward-looking statements.
  3. 3. Learn from Our 13 Years of Marketing ExperienceWe are an ISV: Evolved from Start-up to the enterprise cloud computing leader Pioneered marketing formulas….and learned from mistakes! We learned what works:  Right messaging, killer content  Unparalleled lead follow up  Market outreach through new channels  Strategy for press and social media  24/7 demand generation machine
  4. 4. What’s Your Best Path for Marketing Success?
  5. 5. Four Key Marketing Plays for ISV Success 1 2 3 4 Nail the Be Part of Get Optimize Your Message Something Social Demand Bigger Generation
  6. 6. Start With the Right Pitch…. Concrete benefits Feature level differentiation User Interface emphasis Embrace language
  7. 7. The Right Pitch in the Right VoiceConsider our Aloha voice: Be conversational Be direct Be concise
  8. 8. Some Aloha ExamplesBe Conversational: We enable collaboration by securely and effectively connecting people and business information systems within enterprises and across enterprises. Collaborate in real time, from anywhere.Be Direct: Oracle offers a broad portfolio of products and services to enable public, private, and hybrid clouds that enable customer choice. Cloud computing makes your business more profitable.Be Concise: Microsoft is redefining how business solutions empower people for greater success, predict potential issues and opportunities, and enable organizations to expand the possibilities for competitive advantage. Supercharge your sales. Bring social intelligence into your sales process.
  9. 9. Now Create Your Shareable Content Compelling customer stories Videos first Relevant infographics
  10. 10. BMC’s Remedyforce is a Great Example of Dynamic Content
  11. 11. Four Key Marketing Plays for ISV Success 1 2 3 4 Nail the Be Part of Get Optimize Your Message Something Social Demand Bigger Generation
  12. 12. Salesforce.com Has Been Reborn Social
  13. 13. Our Social Enterprise Message is ResonatingOur Lead MessageThe Market Gets ItAnd Our Customers Are Loving It
  14. 14. And Our Customers Want More Social Apps
  15. 15. We’re Looking for the Best Social Enterprise Apps
  16. 16. Now is the Time to Join the Social Revolution Evolution to Next Cycle TODAY Lip Service From Dinosaurs Industry Leaders are Matures Social Established Enterprise is Born Year 1 Year 3 Year 5 Year 7 Year 9 Year 10
  17. 17. Kenandy’s Messaging is Aligned with the Social Enterprise
  18. 18. Four Key Marketing Plays for ISV Success 1 2 3 4 Nail the Be Part of Get Optimize Your Message Something Social Demand Bigger Generation
  19. 19. Engage Your Customers Where They Are
  20. 20. Understand the Relevant Metrics
  21. 21. HubSpot’s Social Media Strategy is Successful  Fresh content  Dynamic assets  High engagement
  22. 22. Four Key Marketing Plays for ISV Success 1 2 3 4 Nail the Be Part of Get Optimize Your Message Something Social Demand Bigger Generation
  23. 23. PR DigitalEvents Website Integrated Campaign StrategySocial Media Advertising InternalPartnerships Communications
  24. 24. Best Practices for PR Success1. Reporters are writers - tell a story2. Focus on customer success3. Make your own metaphors4. Get social5. Keep salesforce.com in the loop
  25. 25. Promote Your Videos Everywhere2,500+ videos in our library & 12,000+ video views a day 39% 46% 14% Salesforce.com YouTube 3rd Party Sites
  26. 26. Drive Interest And Leads With AppExchange
  27. 27. Evaluate SEO/SEM and Retargeting Constantly measure and improve your SEM Follow SEO best practices Use retargeting to drive repeat visits to your site They learn about Visitor comes your products but to your site leave before purchasing Retargeting displays your ads on sites they visit later - bringing them back and keeping your brand or solution top of mind
  28. 28. Create Awareness and Demand at Events Build Your Events Strategy  Research top events in your industry  Identify which events you need to be atDon’t Miss Salesforce.com Events Prospects and current customers Dreamforce: Annual user groupconference with 45k+ attendees Cloudforce: Global events with 300-10,000 attendees
  29. 29. Event Success Strategies Go big or go home Harness your customers’ positive energy Every employee on message
  30. 30. Optimize Your Lead Follow Up with SalesKeys to salesforce.com conversion success Nurture emails DNA aligned with sales structure Lightening quick follow up Equitable distribution to reps Clear conversion criteria Multi-touch approach
  31. 31. Map Out Your Path to Marketing Success Goal Marketing Success Optimize Your Demand Generation Get Social Deliver ROI with integrated Actively participate on marketing campaigns social channels Be Part of Something Bigger Combine forces with other leaders Nail the Message and join the social revolution Get the right pitch andvoice and produce great content
  32. 32. AcromobileRohit AmbekarChief Operating Officer
  33. 33. Who is Acromobile? Founded in September 2009 with HQ in Singapore Business-to-customer engagement & marketing 2 components:  Nucleus - developed on Force.com  Engage - native iOS & Android apps, Mobile Web & Desktop Drive customer Acquisition, Loyalty, Commerce & support Frameworks & Modular approach - shorter development cycle & lower cost
  34. 34. How We Market Ourselves Build relationships: – Salesforce.com - event sponsorship, joint CEO roundtables – Sales leads and referrals to Partner community Promote charity & social entrepreneurship Make ourselves as visible as possible: – Website - case studies & videos – Sponsorships - TV shows, sporting events, etc. – Event-based , e.g. Cloudforce Scavenger Hunt
  35. 35. Acromobile Scavenger Hunt Prize Draw funded by Acromobile For Visitors - incentive for visitors to engage with participating exhibitors For Exhibitors - free & convenient way to engage visitors, post-event marketing For Salesforce.com - live demonstration of mobility on Force.com
  36. 36. Acromobile Scavenger Hunt
  37. 37. Don’t Forget to Submit Your Survey! Stop by the registration kiosks to complete your session surveys. We have 200 KeepCups to give away as well as the chance to win a $500 iTunes voucher! Thank you!NSW Permit No. LTPS/12/05010

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