APP Academy: Marketing (August 7, 2013)

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APP Academy: Marketing (August 7, 2013)

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  • Salesforce.com is a publicly traded company on the New York Stock Exchange (ticker symbol: CRM). Please make any purchasing decisions based upon existing functionality and not on any future functionality that might be discussed during this program.
  • But first, let’s start with understanding the application lifecycle.
  • But first, let’s start with understanding the application lifecycle.
  • A great resource on the business side is Marc Benioff’s book, Behind the Cloud. Reading this book is like sitting down with Marc and learning that Salesforce.com faced many of the same issues you may be facing today. And it shows how we met those issues head on with determination and innovation. Marc discusses global strategy, sales and marketing plays, financing, even how to give back through the 1:1:1 foundation model. Many of our most successful partners have found this book extremely useful, especially for companies just getting started. You can purchase this book in many formats at www.salesforce.com/behindthecloud.
  • A great resource on the business side is Marc Benioff’s book, Behind the Cloud. Reading this book is like sitting down with Marc and learning that Salesforce.com faced many of the same issues you may be facing today. And it shows how we met those issues head on with determination and innovation. Marc discusses global strategy, sales and marketing plays, financing, even how to give back through the 1:1:1 foundation model. Many of our most successful partners have found this book extremely useful, especially for companies just getting started. You can purchase this book in many formats at www.salesforce.com/behindthecloud.
  • By far your best resource is your ISV Account Executive. Your AE helps you to navigate the process, create a solid go-to-market plan, and works with you through each phase of the partner lifecycle.
  • Partners should take advantage of special office hours held by various departments: Dreamforce (Sponsorships), Marketing, PR, and Security.
  • Follow our @partnerforce Twitter profile as well as other social media channels for webinar announcements, replays, release updates, Dreamforce alerts, program changes, partner news, and other news.
  • Follow our @partnerforce Twitter profile as well as other social media channels for webinar announcements, replays, release updates, Dreamforce alerts, program changes, partner news, and other news.
  • But first, let’s start with understanding the application lifecycle.
  • “The rule of 5 is that each and every content development undertaking should produce content assets that can be used at least 5 different ways.”
  • “The rule of 5 is that each and every content development undertaking should produce content assets that can be used at least 5 different ways.”
  • But first, let’s start with understanding the application lifecycle.
  • But first, let’s start with understanding the application lifecycle.
  • Switch to browser and give a brief demo of AppExchange including responsive design.
  • But first, let’s start with understanding the application lifecycle.
  • But first, let’s start with understanding the application lifecycle.
  • “The rule of 5 is that each and every content development undertaking should produce content assets that can be used at least 5 different ways.”
  • So today we are very excited to announce a new product and that is Private AppExchange, your trusted corporate app store.With a private appexchange, you can unlock productivity across your entire organization by giving instant access to all employees to the apps that they need.Now with a private appexchange, you can:Distribute any app web, mobile, to your end users through a secure store. This could be one of the 1900 apps on appExchange, custom apps you build on the SF platform, or any other cloud app you are using across your business.You can manage user access Salesforce Identity so all that your users can use 1 login for all of the apps they need.And finally you can customize your store by roles, departments or themes.
  • The potential for business impact at a good event is endless. It’s easy to fall back on lead count as a primary metric, but it should never be the only measure. The most effective event marketers define 3-5 core goals that span branding, demand and beyond. Driving DemandDriving Demand through well-attended events is obviously the heart and soul of our business. (here’s one of those things you can’t quite measure – the potential upside of a visit from Marc Benioff). We measure and track everything from prospects and pipe in the room to new opportunities created. I’ve seen pipeline metrics from Marketo and the lift is incredible in the months following Dreamforce. I’ll share the webinar link so you can see too. Don’t forget the power of events for closing deals, and align resources to make it happen. Consider this: we had more than 1000 meetings in our EBC at Dreamforce. 90 sponsored meeting rooms. Countless impromptu meetings. That’s how deals get done. Last year was in the expo with a SI partner sales leader. He’d just come from a 15-executive meeting where a major airline committed to a major, multi-year deal. His energy lit the entire expo. That’s the kind of event magic we all strive for. Brand ImpactThe right live events, with a targeted audience, can be one of the most effective, no-waste ways to elevate or create awareness because of the sheer impact of personal touch. Salesforce is famous for the brand plays we make at our own events and others, so we’ll go into this in more detail in a minute…But I do want to plant a seed on the social front. Our social team is really raised the bar this year using social to amplify brand impact and interaction. Our Dreamride to Dreamforce social contest, generated over 10,000 entries in the 5 weeks leading up to Dreamforce, allowed us to amplify the message about Virgin’s success as a customer, and create Going BeyondMarketers who derive really exceptional results from events don’t leave it at brand and demand. They leverage events for content generation, recruiting, and training, too. They take advantage of all the collective wisdom and thought leadership events bring together to generate great evergreen content. Blogs, videos, customer presentations, photo shows… Here’s an idea to steal…insidesales.com had a dedicated meeting room just for recording customer testimonials. Imagine the savings over doing live site visits, not to mention the great energy they captured! This picture is the CEO of Marketo in an interview with one of our executives in the Salesforce live studio. The key message here is idea exchanges, which can take place and be shared in lots of ways. The marketer who nails this one definitely rises above. And don’t forget the power of events for both recruiting and training. If the message is right, there’s no better way to get executives and teammates on the same page. For our experienced event marketers, would you suggest anything other ideas for “beyond the basics?”
  • “The rule of 5 is that each and every content development undertaking should produce content assets that can be used at least 5 different ways.”
  • APP Academy: Marketing (August 7, 2013)

    1. 1. APP Academy Marketing
    2. 2. Safe harbor
    3. 3. John Richter Director Partner Success
    4. 4. Virtual Classroom Success!
    5. 5. Quick Poll
    6. 6. Intro & Overview
    7. 7. APPAcademy: Marketing - Vision
    8. 8. Session Goals • Understand marketing resources and tools • Simplify your message and create killer content • Create brand excellence for large-scale impact • Manage an AppExchange listing that wows • Use social media to increase scale • Lead inspired campaigns and run PR like a pro • Modernize online marketing and take your events to the next level • Inspire&motivate your marketing team!
    9. 9.
    10. 10. Partners are building their brand,&driving demand
    11. 11. If you don’t have time to do it right, when will you have time to do it over? - Coach John Wooden
    12. 12. Inbound Marketing (Build Your Brand) Overview Resources AMP High Impact Message AppExchange Content Cycle Break Outbound Marketing (Generate Demand) Planning Social Media Campaigns PR Word of Mouth Events Digital Marketing Email APPAcademy: Marketing (VC)
    13. 13. Resources
    14. 14. http://p.force.com/marketing  Office Hours  Marketing Best Practices  Event Management  AppExchange  Social Media  Recorded Training  Marketing FAQ APPAcademy Module – Partner Marketing
    15. 15.          This is an excellent resource on how to build a successful cloud computing business. We recommend you purchase this book for yourself and your team members. We will refer to this book during the session (purchase is not required). www.salesforce.com/behindthecloud Read ‘Behind the Cloud’ by Marc Benioff
    16. 16.         Find the book at Read ‘Complete B2B Online Marketing’ by Maura Ginty & Lauren Vaccarello with William Leake
    17. 17. • • • • • Work With Your ISV Account Executive (AE)
    18. 18. Office Hours
    19. 19. Check out The Business App Blog http://p.force.com/blog  How To’s  Technical Best Practices  Sales Tips  Marketing Insights  Thought Leadership  Industry Trends  Recommendations  Program Updates
    20. 20. Follow Us on Social Media Twitter.com/partnerforce Slideshare.net/partnerforce Facebook.com/Sale sforcepartners http://p.force.com/socialmedia youtube.com/partnerforce
    21. 21. News Alerts! APPAcademy Topics (A-Z) Links  FAQ Partner Portal – ISV Partners One-Stop Shop http://p.force.com/ISV
    22. 22. Coming Soon! Partner Community http://partners.salesforce.com/  Phase 1 (March 24) Chatter, Education, & News  Phase 2 (June 2014) Cases, Search, Console  More details soon – follow us @partnerforceon Twitter
    23. 23. Marketing Strategy
    24. 24. You want to build a “four wheel drive” strategy Outbound Marketing Inbound Marketing
    25. 25. Let’s Zoom In Outbound Marketing Inbound Marketing
    26. 26. Inbound Marketing High Impact Messaging & Big Brand
    27. 27.
    28. 28. Salesforce Aloha voice:  Be conversational  Be direct  Be concise Business-speakAloha
    29. 29. Aloha
    30. 30. Aloha
    31. 31. Aloha
    32. 32. ’ Quick Poll
    33. 33. • Videos • Customer stories • Infographics • White Papers • E-Books • Blogs
    34. 34. o o o
    35. 35. 46% YouTube 2,500+ videos in our library 12,000+ video views a day = 70 hyper-efficient reps 39% Salesforce.com 14% 3rd Party Sites
    36. 36. Which Content Should be Gated? Demo Videos Trials Webinars ROI Calculators eBooks Whitepapers Social Media Content Overview Videos Customer Videos Preview Content
    37. 37. Getting Started: A Content Calendar
    38. 38. Demo/Overview Videos eBooks Customer Videos Graphical Design
    39. 39.        
    40. 40. Quick Poll
    41. 41. Inbound Marketing AppExchange Insider’s Guide
    42. 42. • All new design for easy access • Optimized for mobile • New organization by category, industry and collection for easier discovery of apps
    43. 43. # 1: Create your billboard w/ Banners, Tiles, & Logos NOT
    44. 44. # 1: Create your billboard w/ Banners, Tiles, & Logos
    45. 45. • • • • • • # 2: Know Your Audience - Messaging
    46. 46. • • • • # 3: Educate with Screenshots &Video
    47. 47. # 3: Educate with Screenshots &Video (tell a story)
    48. 48. # 3: Educate with Screenshots &Video (tell a story)
    49. 49. • • • • # 4: Engage the Community with Reviews
    50. 50. • • • • • # 5: Make it Easy to Try and Buy
    51. 51. # 5: Make it Easy to Try and Buy
    52. 52. Bonus: Measure Success & Iterate Inbound Marketing
    53. 53. Quick Poll
    54. 54. Content Cycle
    55. 55. Good content pulls in customers and prospects
    56. 56. With these in place you can publish your content
    57. 57. And promote it to improve reach
    58. 58. Once the content is up—join the conversation!
    59. 59. As the conversation tails off analyze for ROI
    60. 60.       
    61. 61. Outbound Marketing
    62. 62. Outbound Marketing – Push Strategy Outbound Marketing Inbound Marketing
    63. 63. Here you’re pushing your message to prospects
    64. 64. Social advertising expands your reach
    65. 65. Social Media for Partners
    66. 66. Customize Your ISV Business Org • • • • • • •
    67. 67. (Good) PR builds awareness and thought leadership
    68. 68. Five Best Practices to Move the Needle with PR 1. Build Relationships 2. Identify a Trend 3. Tell a Story 4. Be a Thought Leader 5. Get Social
    69. 69. Get Social with PR • • • •
    70. 70. Word of mouth is a key driver for AppExchange
    71. 71. Increase Distribution with Private AppExchange Salesforce Private AppExchange 2000+ Apps 1-Click Install IdentityBranding The Trusted Corporate App Store • One-stop shop: Central, private app store simplifies finding and accessing apps • Any cloud app, any device: Supports AppExchange apps, force.com custom apps, and any other cloud apps • Instant Access: Salesforce Identity SSO reduces user barriers Mobile Custom Categories Social
    72. 72. Events drive thought leadership and lead generation
    73. 73. Measuring What Counts Driving Demand Leads Generated Pipe Created Deals Closed Brand Impact Awareness Social Engagement Press Interaction Beyond the Basics Content Generated Employees Recruited Customers Trained
    74. 74. Your Event Success Checklist  Set 3-5 clear demand, brand and “beyond” goals  Get stakeholder alignment before decision making begins  Differentiate with clear positioning and a cohesive event experience  Consider every detail of the attendee experience  Train your team to be on message and work well together  Engage early via social media, email, phone, etc.  Do something cool to stand out  Create and share great content  Schedule as many meetings as possible  Bring your best customer stories to life  Network all day, every day
    75. 75. Digital marketing allows for amazing targeting
    76. 76. Email marketing works for prospects and customers
    77. 77. Test and Optimize Lead Nurturing (A/B)
    78. 78. Quick Poll
    79. 79.        
    80. 80.       
    81. 81. AMP – Outbound Co-Sponsored Marketing Outbound Marketing Inbound Marketing
    82. 82. AppExchange Marketing Program (AMP) • • •
    83. 83. AMP @ WORK Bringing Top Partner Customer Success Stories to Life
    84. 84. AMP @ WORK Entertaining and Educating Sales with Top Partners
    85. 85. AMP @ WORK Engaging & Appreciating Customers with Top Partners
    86. 86. AMP @ WORK Raising Awareness & Driving Traffic
    87. 87. AMP @ WORK Raising Awareness & Driving Traffic
    88. 88. AMP @ WORK Raising Awareness & Driving Traffic
    89. 89. AMP @ WORK Raising Awareness & Driving Traffic
    90. 90. AMP @ WORK Getting App Fans Together & Talking
    91. 91. AMP Summer ’14 (May – July) is Coming Soon! • • • • •
    92. 92. Other Sponsorship Opportunities Salesforce1 World Tour  10+ cities around the world  Dreamforce Save the Date: Oct. 13-16, 2014  Sponsorships now available partnersuccess@salesforce.com
    93. 93. Summary & Survey
    94. 94.       
    95. 95. Quick Poll

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