Power Your Business &
Your App with APIs and
Marketplaces
Cooper Marcus
Business Development - Platform, New Relic
Formerl...
What was Wishery?
What was Wishery?
• Wishery = Gmail Gadget for CRM
• 5 business app integrations
• #1-ranked or Featured in 5 B2B app mark...
Orientation
• Less:

• Consumer
• Mobile
• Downloaded

• Distinctions are

disappearing - eg.
Win8 App Store

• More:

• B...
Terminology
• Publisher = produces an app THAT HAS an API
and marketplace

• Developer = produces an app LISTED ON a
marke...
Why?
• Discovery - Be where buyers are shopping
• SEO
• Enhanced conversions to paid
• Co-marketing with marketplace hosts...
1.5x to 5x conversion to paid
(compared to non-Google Apps
Marketplace installs)

http://googleappsdeveloper.blogspot.com/...
1 tweet = 10x traffic to
Wishery website
How?
1. Scan

7. Launch

2. Deep Dive

8. Reviews and Ranking

3. Engage

9. Invest

4. Prioritize

10. Profit!

5. Build

...
1. Scan
• Build list of all applicable marketplaces
• See resources link at end

• Seek:

• Minimum initial effort
• Audie...
2. Deep Dive
• Publisher customer perspective
• Marketplace accessible?
• Promoted by publisher?

• Developer perspective
...
3. Engage
• Contact Publisher
• Seek Publisher feedback on app and/or integration
plans

• Publisher’s Product Manager may...
4. Prioritize
• Rank Publishers - and re-rank
• Start at the top
• Parallel tracks?
5. Build
• Minimum Viable Product (that isn’t lame)
• New to APIs and integrations?
• First time is tougher
• OAuth and SS...
6. Test and Tune
• Closed or Open beta?
• “Reset button” for new user experience testing
• Minimize publisher effort to su...
7. Launch
• (First: pass Publisher review)
• Quietly
• Provide incredible support
• Communicate personally with all new si...
8. Reviews and Ranking
• Ask for great reviews - Apptentive at 2:15pm!
• Ask for no bad reviews
• Measure and monitor - Ch...
Keyword stuffing...
or market research?
9. Invest
• Spend social capital to get “featured”
• Spend $ to get promoted
• Advertise
• Content Marketing: Blog posts, ...
10. Profit!
11. More Profit!
• Do it all again

• Faster, smarter, better next time
Resources
• https://docs.google.com/spreadsheet/ccc?

key=0As25v1LSfTQodDNCamd6UjJralJtMDR1eVF
PSU1YYWc#gid=3
• cooper@new...
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
Power Your Business & Your App with APIs and Marketplaces
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Power Your Business & Your App with APIs and Marketplaces

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B2B App Marketplaces present a terrific opportunity for app developers to distribute their software (typically SaaS) to well-qualified users who are ready to try and buy. This presentation will teach you how to pick the best APIs and marketplaces for your app.

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Power Your Business & Your App with APIs and Marketplaces

  1. 1. Power Your Business & Your App with APIs and Marketplaces Cooper Marcus Business Development - Platform, New Relic Formerly: Co-founder, Wishery cooper@newrelic.com @coopermarcus
  2. 2. What was Wishery?
  3. 3. What was Wishery? • Wishery = Gmail Gadget for CRM • 5 business app integrations • #1-ranked or Featured in 5 B2B app marketplaces • 100+ companies sign-up weekly • 20%+ upgrade to paid
  4. 4. Orientation • Less: • Consumer • Mobile • Downloaded • Distinctions are disappearing - eg. Win8 App Store • More: • B2B • Web apps • SaaS
  5. 5. Terminology • Publisher = produces an app THAT HAS an API and marketplace • Developer = produces an app LISTED ON a marketplace
  6. 6. Why? • Discovery - Be where buyers are shopping • SEO • Enhanced conversions to paid • Co-marketing with marketplace hosts • Free $ (depending on marketplace) • The future is now
  7. 7. 1.5x to 5x conversion to paid (compared to non-Google Apps Marketplace installs) http://googleappsdeveloper.blogspot.com/2011/09/finding-success-on-google-apps.html http://www.google.com/events/io/2011/sessions.html
  8. 8. 1 tweet = 10x traffic to Wishery website
  9. 9. How? 1. Scan 7. Launch 2. Deep Dive 8. Reviews and Ranking 3. Engage 9. Invest 4. Prioritize 10. Profit! 5. Build 11. More Profit! (aka Learn - and Repeat) 6. Test and Tune
  10. 10. 1. Scan • Build list of all applicable marketplaces • See resources link at end • Seek: • Minimum initial effort • Audience appeal • Addressable market size
  11. 11. 2. Deep Dive • Publisher customer perspective • Marketplace accessible? • Promoted by publisher? • Developer perspective • Marketing support? • Developer support? • API capabilities and quality? • Terms and conditions
  12. 12. 3. Engage • Contact Publisher • Seek Publisher feedback on app and/or integration plans • Publisher’s Product Manager may have valuable insights • Solicit commitments • Co-marketing • Free $?
  13. 13. 4. Prioritize • Rank Publishers - and re-rank • Start at the top • Parallel tracks?
  14. 14. 5. Build • Minimum Viable Product (that isn’t lame) • New to APIs and integrations? • First time is tougher • OAuth and SSO • Runscope.com • Runnable.com
  15. 15. 6. Test and Tune • Closed or Open beta? • “Reset button” for new user experience testing • Minimize publisher effort to support you (for now)
  16. 16. 7. Launch • (First: pass Publisher review) • Quietly • Provide incredible support • Communicate personally with all new signups • Fix issues quickly • #1 most critical step - maximize your focus • Bad launch = bad reviews = unhappy Publisher
  17. 17. 8. Reviews and Ranking • Ask for great reviews - Apptentive at 2:15pm! • Ask for no bad reviews • Measure and monitor - ChangeDetection.com • Most marketplaces have no analytics • Experiment to improve ranking • Reviews • Installs (maybe net installs) • AMO (App Marketplace Optimization)
  18. 18. Keyword stuffing...
  19. 19. or market research?
  20. 20. 9. Invest • Spend social capital to get “featured” • Spend $ to get promoted • Advertise • Content Marketing: Blog posts, videos, case studies • Co-market and promote with Publisher • Outsource production? • More features? • Careful! Feature work may be easy, but non-productive
  21. 21. 10. Profit!
  22. 22. 11. More Profit! • Do it all again • Faster, smarter, better next time
  23. 23. Resources • https://docs.google.com/spreadsheet/ccc? key=0As25v1LSfTQodDNCamd6UjJralJtMDR1eVF PSU1YYWc#gid=3 • cooper@newrelic.com • @coopermarcus • http://meetme.so/cooper • Share what you learn - let’s get better together

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