Expanding Your Reach: How to Build a Killer Listing on the AppExchange

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Plug into the largest marketplace for cloud computing apps and services in the world: salesforce.com's AppExchange! Join us to learn how to accelerate the distribution of your cloud applications and …

Plug into the largest marketplace for cloud computing apps and services in the world: salesforce.com's AppExchange! Join us to learn how to accelerate the distribution of your cloud applications and services to our enormous ecosystem of customers and partners via the AppExchange. This session will cover best practices for publishing solutions and growing a business on the AppExchange. You won't want to miss it!

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  • 1. Expanding Your Reach: How to Build a Killer Listing on the AppExchange
    Michelle Kimihira: DocuSign
    Cary Fulbright: Jobscience
    Mike Davis: Xactly
    Ryan Ellis: salesforce.com
    Sara Varni Bright: salesforce.com
    Developers
  • 2. Safe Harbor
    Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded 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 developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others 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 not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. Agenda
    5 Steps for Listing Success
    Sara Bright, Marketing Manager, AppExchange
    Free Trials Overview
    Ryan Ellis, Product Manager, AppExchange
    Partner Panel
    Michelle Kimihira, Sr. Marketing Manager, DocuSign
    Cary Fulbright, COO, Jobscience
    Mike Davis, Sales Analyst, Xactly
  • 4. Sara Varni Bright
    salesforce.com
  • 5. We Are Living in an App Economy
    How will people find my product?
    How can I stand out from the crowd?
  • 6. The AppExchange is the One-Stop Shop The Trusted Marketplace for Cloud Apps & Services
    1000+
    Pre-Integrated Apps
    300+
    Partner Services
    6800+
    Customer Reviews
  • 7. A Thriving Economy of Apps & ServicesThe trusted enterprise cloud marketplace
    $350 Million+
    AppExchange partner revenue to date from AppExchange apps*
    *Company estimate based on currently available information.
  • 8.
  • 9.
  • 10. 1. Keep it Simple
    Communicate a clear value proposition:
    Use simple language that anyone will understand
    Don’t forget to tell the customer what’s in it for them!
    Optimize your listing for search:
    Keep your title short & memorable
    Include relevant keywords BUT keep them in context
    Make pricing transparent
    The #1way people look for listings is via search!
  • 11. 1. Keep it Simple: Message
    Not clear
    Too many buzz words
    Specific
    Clear value prop
  • 12. 1. Keep it Simple: Keywords
    Keep title short and relevant
    Incorporate keywords in context
  • 13. 1. Keep it Simple: Pricing
    Be upfront about your pricing
    (even if it’s a range)
    People are immediately turned off by “contact us for pricing”
    If your pricing is more complicated, provide a link to your pricing schedule on your website
  • 14.
  • 15. 2. Show Em’ What You Got: Demos & Content
    • Customization guides help with trial experience
    • 16. Showcase customer success
    • 17. Major source of leads
    • 18. Show the app! Less slides.
    • 19. Keep it brief (<3 minutes)
    • 20. Upload up to 8
    • 21. Tell a story
    • 22. Zoom in on important features
    See:
    See:
    See:
  • 23. 2. Show Em’ What You Got: Cross-Sell Other Listings
    Use cross
    referencing to make people aware of your other products or service.
  • 24. 2. Show Em’ What You Got: Trial Options
  • 25.
  • 26. 3. Incorporate a Customer Voice: User Reviews
    Collect reviews 30 days post-install
  • 27.
  • 28. 4. Make Your Listing More You
    Use your
    customized
    banner to
    incorporate your branding and/or promote any current sales opportunities.
    Add a promo button to drive people to a current promotion on your site.
  • 29.
  • 30. 5. Be Responsive: Lead Follow-Up
    • Designate the actions for which you would like to receive leads
    • 31. Set-up auto emails that feature additional content or cross-sell other products
    • 32. Enforce that sales follow-up while lead is hot (within 2 hours)
  • 5. Be Responsive: User Reviews
    Respond to inaccurate or negative reviews!
  • 33. Off the Listing Advice
    Set up a Twitter Handle, Facebook Page
    Reach out to power users in the community
    Reach out to User Groups
    Sponsor search and/or homepage ads
    Sponsor events
  • 34. Ryan Ellis
    salesforce.com
  • 35. Free Trials on AppExchangeA Trial for EVERY User
    • Pre-configured
    • 36. Pre-populated with sample data
    • 37. ANYONE can try
    ff
  • 38. How Are Trials different from Test Drives?
    • Single Read-Only Org
    • 39. Cannot be converted into a production instance
    • 40. Live Trial Orgs with your app pre-installed
    • 41. Full Read/Write Privileges
  • Trial Creation ProcessSteps to Get Up & Running
    1. Request Trialforce Master Org (TMO)
    2. Set Up Your Org
    FREE!
    3. Submit for Security Review
    4. Attach Trial to Your Listing
  • 42. Can All Apps Use This Feature?Qualifications for Free Trials
    Your app must be:
    • Already built
    • 43. Security reviewed
    • 44. A managed package
    • 45. Administered via the License Management Application
    • 46. Able to auto-provision
  • Cary Fulbright
    Michele Kimihira
    Chief Operating Officer
    Sr. Marketing Manager
    Mike Davis
    Sales Compensation Analyst
  • 47. Michele Kimihira
    DocuSign, Inc.
  • 48. All About DocuSign, Inc.
    DocuSign, Inc. is the global leader in electronic signature. DocuSign provides the world’s largest and fastest growing electronic signature platform, empowering businesses to complete transactions online quickly and securely while improving compliance and dramatically reducing costs.
    • Fast. Close deals in minutes, not days or weeks.
    • 49. Simple. As easy as sending email--convenient, user-friendly and accessible from anywhere, anytime.
    • 50. Complete. Seamless integration with Salesforceforend-to-end business transactions.
    Winner of Best Partner App Award in 2009
    Winner of AppExchange App of the Week
  • 51. Cary Fulbright
    Jobscience
  • 52. All About Jobscience
    Jobscience is the leading provider of recruiting, onboarding, learning, and HR management apps on the AppExchange, with over 250 customers and 30,000 users
    • Winner “Best Recruiting App of 2008 and 2009”
    • 53. Salesforce Premier Partner
    • 54. Top customer-rated recruiting solution on AppExchange
  • Mike Davis
    Xactly
  • 55. All About Xaclty
    Xactly Corporation is the market leader in on-demand sales performance management. The company's SPM Suite™ enables sales and finance executives to optimize sales compensation programs easily and affordably.
    Key AppExchange Highlights
    • Most Popular Compensation Management App
    • 56. Increased Avg. Monthly Trial/Application Installs by over 375% with a focus on the AppExchange listing
    • 57. 2009 Force.com 40 Finalist
  • Ryan Ellis
    Sr. Product Manager
    Sara Bright
    Sr. Marketing Manager
    Cary Fulbright
    Michele Kimihira
    Chief Operating Officer
    Sr. Marketing Manager
    Mike Davis
    Sales Compensation Analyst
  • 58. Expanding Your Reach: How to Build a Killer Listing on the AppExchange
  • 59. Visit the Developer Training and Support Booth in Force.com Zone
    D I S C O V E R
    Developer training, certification and support resources
    that help you achieve
    S U C C E S S
    Find us in the Partner Demo Area of
    Force.com Zone 2nd Floor Moscone West
    Learn about Developer Certifications
    Discover Developer Learning Paths
  • 60. Remember. . .
    • Check Chatter for additional session information
    • 61. Get your developer Workbooks and Cheat Sheets in the Force.com Zone
    • 62. Visit for more information related to this topic
    Don’t forget the survey!
  • 63. How Could Dreamforce Be Better? Tell Us!
    Log in to the Dreamforce app to submit
    surveys for the sessions you attended
    Use the Dreamforce Mobile app to submit surveys
    OR
    Every session survey you submit is a chance to win an iPod nano!