0
AppExchange Marketing Playbook
Build Your Brand
John Richter, salesforce.com, Sr. Manager, ISV Success
@partnerforce
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Quick Poll

Is your app in-market?
Yes
No
Session Goals
Under the core components of Inbound Marketing
Optimize your message and create killer content
Create brand ...
Intro & Overview
We Put You in the <<< Middle >>> of the Action

Largest Software
Conference
in the World

#1 Cloud Enterprise
Marketplace
...
We ve Enjoyed Success, And So Have Our Partners
If you don’t have time to do
it right, when will you have
time to do it over?
- Coach John Wooden
Marketing Strategy
You want to build a four wheel drive strategy

Outbound
Marketing

Inbound
Marketing

Push Strategy
Generate Demand

Pull ...
Let’s Zoom In

Outbound
Marketing

Inbound
Marketing

Push Strategy
Generate Demand

Pull Strategy
Build Your Brand
Inbound Marketing
What s the Path to Messaging and Content Success?

Who’s
your
audience?

What are
your key
channels?

How do
you
prioritiz...
Simple Message
Salesforce Aloha voice:
  Be conversational
  Be direct
  Be concise

Aloha

Business-speak
Aloha #1: Be Conversational
Traditional Techno-speak
Our standards-based software and tools provide a comprehensive, servi...
Aloha #1: Be Conversational

Challenge reps with friendly
competitions and contests,
and broadcast results live on
any TV ...
Aloha #2: Be Direct
Traditional Techno-speak
We innovate at every layer of the stack to design engineered systems that red...
Aloha #2: Be Direct
Aloha #3: Be Concise
Traditional Techno-speak
We provide on-demand infrastructure that scales and adapts to your changing ...
Aloha #3: Be Concise
Quick Poll

Simple Messaging: Could a 5th grader
understand what your app does?
Definitely
Maybe a really smart 5th grader...
Now Create Your Shareable Content
Videos

White Papers

Customer stories

E-Books

Infographics

Blogs
Demo Videos are King for Salesforce

o  Always the highest exposure asset on every Salesforce product page
o  #1 pipeline ...
Promote Your Videos Everywhere
2,500+ videos in our library
12,000+ video views a day = 70 hyper-efficient reps

46%
YouTu...
Killer Video - Concurforce
Killer Video - Concurforce
  Tells a story
  Simple message
  2 different audiences
  Focuses on the “pain”
  Never s...
Quick Poll

Our video demo is:
Inspiring
Exciting
Boring
Depressing
We need a demo video?
Some Great Content Vendors

Demo/Overview Videos

Customer Videos

eBooks

Graphical Design
AppExchange: Insider s Guide
•  All

new design for easy access

•  Optimized
•  New

for mobile

organization by category,
industry and collection for...
# 1: Create your billboard w/ Banners, Tiles, & Logos

NOT
# 1: Create your billboard w/ Banners, Tiles, & Logos

BANNER
TILE

LOGO
# 2: Know Your Audience - Messaging
•  Real benefits
•  What makes you different?
•  Does it look cool?
Aloha voice:
•  Co...
# 3: Educate with Screenshots &Video
•  Include

call-outs on screenshots

•  Videos

less than 2 minutes

•  Clear

workf...
# 3: Educate with Screenshots &Video (tell a story)

IN

OUT
# 3: Educate with Screenshots &Video (tell a story)

IN

OUT
# 4: Engage the Community with Reviews
•  Proactively
•  Engage
•  Turn

request reviews

& respond to feedback

negatives...
# 5: Make it Easy to Try and Buy

• 

30-day free trial

• 

Provide pricing details

• 

Provide support details

• 

Cus...
# 5: Make it Easy to Try and Buy
Bonus: Measure Success & Iterate

Inbound
Marketing

Pull Strategy
Build Your Brand

http://p.force.com/analytics
Kat An
AMP Program Coordinator
salesforce.com
AppExchange Marketing Program (AMP)
What is AMP?
•  Co-marketing engine to accelerate partner growth
•  Unprecedented visi...
AppExchange Marketing Program (AMP)
AppExchange Marketing Program (AMP)
Do you qualify for AMP?
• Revenue sharing (ISV/OEM)
• Average of 4+ star reviews
• Min...
Partner Marketing
  Office Hours
  Marketing Best Practices
  Event Management
  AppExchange
  Social Media
  Record...
Putting It All Together
  Use a “push” and a “pull” marketing strategy
  Core Messaging – Keep It Simple
  Who is creat...
AppExchange Partner Zone
Visit the Partner Team in Moscone West - 3rd Floor
Get Inspired

Mobile Showcase

Get Tools

Clou...
ISV Success Track

Plan

Build

Distribute

Sell

Support

Ready to Partner with Salesforce.com?
APP Academy: Getting Star...
Don’t Miss AppBash 2013!

**7pm-9pm is the Partner Appreciation Party
Must have Partner or Sponsor Badge to get in
Appendix
Read Behind the Cloud by Marc Benioff
  Startup Inspiration
  Industry Expertise
  Sales Strategy
  Marketing Best Pra...
Read Complete B2B Online Marketing
by Maura Ginty & Lauren Vaccarello with William Leake
  Understanding B2B Online Marke...
Talk To Your ISV Account Executive (AE)

•  Validate Your Planned Approach
•  Layout Your Partnership Options
•  Work towa...
Office Hours
Dreamforce Office Hours
http://p.force.com/marketing

Marketing Office Hours
http://p.force.com/marketing

PR...
Check out The Business App Blog

  How To’s

  Thought Leadership

  Technical Best Practices

  Industry Trends

  S...
Partner Portal – ISV Partners One-Stop Shop
  News
  Alerts!
  APP Academy
  Topics (A-Z)
  Links
  FAQ
http://p.for...
DF13 - AppExchange Marketing Playbook - Build Your Brand
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DF13 - AppExchange Marketing Playbook - Build Your Brand

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DF13 - AppExchange Marketing Playbook - Build Your Brand

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Transcript of "DF13 - AppExchange Marketing Playbook - Build Your Brand"

  1. 1. AppExchange Marketing Playbook Build Your Brand John Richter, salesforce.com, Sr. Manager, ISV Success @partnerforce
  2. 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 product or service availability, 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, new products and services, 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 any litigation, risks associated with completed and any 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 and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures 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 presentations, 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. 3. Quick Poll Is your app in-market? Yes No
  4. 4. Session Goals Under the core components of Inbound Marketing Optimize your message and create killer content Create brand excellence for large-scale impact Manage an AppExchange listing that wows Learn about the AppExchange Marketing Program (AMP) Inspire & motivate your marketing team!
  5. 5. Intro & Overview
  6. 6. We Put You in the <<< Middle >>> of the Action Largest Software Conference in the World #1 Cloud Enterprise Marketplace in the World 100’s Global Events in 2013
  7. 7. We ve Enjoyed Success, And So Have Our Partners
  8. 8. If you don’t have time to do it right, when will you have time to do it over? - Coach John Wooden
  9. 9. Marketing Strategy
  10. 10. You want to build a four wheel drive strategy Outbound Marketing Inbound Marketing Push Strategy Generate Demand Pull Strategy Build Your Brand
  11. 11. Let’s Zoom In Outbound Marketing Inbound Marketing Push Strategy Generate Demand Pull Strategy Build Your Brand
  12. 12. Inbound Marketing
  13. 13. What s the Path to Messaging and Content Success? Who’s your audience? What are your key channels? How do you prioritize? What should be gated?
  14. 14. Simple Message Salesforce Aloha voice:   Be conversational   Be direct   Be concise Aloha Business-speak
  15. 15. Aloha #1: Be Conversational Traditional Techno-speak Our standards-based software and tools provide a comprehensive, service-oriented architecture for the delivery of software applications. It enables enterprises to create and run agile, intelligent business applications while maximizing IT efficiency. Aloha We get you up and running in no time.
  16. 16. Aloha #1: Be Conversational Challenge reps with friendly competitions and contests, and broadcast results live on any TV or mobile screen.
  17. 17. Aloha #2: Be Direct Traditional Techno-speak We innovate at every layer of the stack to design engineered systems that reduce the cost and complexity of IT infrastructures while increasing productivity and performance. Aloha Increase performance; keep costs low.
  18. 18. Aloha #2: Be Direct
  19. 19. Aloha #3: Be Concise Traditional Techno-speak We provide on-demand infrastructure that scales and adapts to your changing business needs. Whether you are creating new applications or running existing applications we provide best-in-class price-performance and end-to-end support. Aloha Build on anything. Run on everything.
  20. 20. Aloha #3: Be Concise
  21. 21. Quick Poll Simple Messaging: Could a 5th grader understand what your app does? Definitely Maybe a really smart 5th grader?! Probably not No way I don t understand the question
  22. 22. Now Create Your Shareable Content Videos White Papers Customer stories E-Books Infographics Blogs
  23. 23. Demo Videos are King for Salesforce o  Always the highest exposure asset on every Salesforce product page o  #1 pipeline and ACV driving asset o  Often drives 60-70% of online pipeline and ACV per app
  24. 24. Promote Your Videos Everywhere 2,500+ videos in our library 12,000+ video views a day = 70 hyper-efficient reps 46% YouTube 39% Salesforce.com 14% 3rd Party Sites
  25. 25. Killer Video - Concurforce
  26. 26. Killer Video - Concurforce   Tells a story   Simple message   2 different audiences   Focuses on the “pain”   Never shows the “app”   Clever   Memorable   Short (1:44)
  27. 27. Quick Poll Our video demo is: Inspiring Exciting Boring Depressing We need a demo video?
  28. 28. Some Great Content Vendors Demo/Overview Videos Customer Videos eBooks Graphical Design
  29. 29. AppExchange: Insider s Guide
  30. 30. •  All new design for easy access •  Optimized •  New for mobile organization by category, industry and collection for easier discovery of apps
  31. 31. # 1: Create your billboard w/ Banners, Tiles, & Logos NOT
  32. 32. # 1: Create your billboard w/ Banners, Tiles, & Logos BANNER TILE LOGO
  33. 33. # 2: Know Your Audience - Messaging •  Real benefits •  What makes you different? •  Does it look cool? Aloha voice: •  Conversational •  Direct •  Concise
  34. 34. # 3: Educate with Screenshots &Video •  Include call-outs on screenshots •  Videos less than 2 minutes •  Clear workflow •  Screenshots should tell a story
  35. 35. # 3: Educate with Screenshots &Video (tell a story) IN OUT
  36. 36. # 3: Educate with Screenshots &Video (tell a story) IN OUT
  37. 37. # 4: Engage the Community with Reviews •  Proactively •  Engage •  Turn request reviews & respond to feedback negatives to positives •  Read & respond every day
  38. 38. # 5: Make it Easy to Try and Buy •  30-day free trial •  Provide pricing details •  Provide support details •  Custom branding (Trialforce) •  Checkout
  39. 39. # 5: Make it Easy to Try and Buy
  40. 40. Bonus: Measure Success & Iterate Inbound Marketing Pull Strategy Build Your Brand http://p.force.com/analytics
  41. 41. Kat An AMP Program Coordinator salesforce.com
  42. 42. AppExchange Marketing Program (AMP) What is AMP? •  Co-marketing engine to accelerate partner growth •  Unprecedented visibility within Salesforce ecosystem •  Focus on driving traffic and leads Excellent initial feedback! “AMP cranked up our traffic and leads!” -Ken McElrath, CEO, Skuid “Our AMP participation had a variety of benefits. One of the many was a significant increase in traffic and reviews.” -Andy Turman, Co-founder & Marketing, Bizible
  43. 43. AppExchange Marketing Program (AMP)
  44. 44. AppExchange Marketing Program (AMP) Do you qualify for AMP? • Revenue sharing (ISV/OEM) • Average of 4+ star reviews • Minimum # of reviews depends on package level What is the timing on FY15Q1 AMP? • Dec 2013: AMP prospectus out • Jan 2014: Sales start • Feb–April 2014: Q1 Program Fill out the interest form today! http://p.force.com/AMP
  45. 45. Partner Marketing   Office Hours   Marketing Best Practices   Event Management   AppExchange   Social Media   Recorded Training   Marketing FAQ http://p.force.com/marketing
  46. 46. Putting It All Together   Use a “push” and a “pull” marketing strategy   Core Messaging – Keep It Simple   Who is creating your shareable content? Budget?   Videos are king – worth the investment!   Screenshots – Tell a Story   Use your resources (portal, office hours, AMP)   Sign up for our next APP Academy – Marketing (Jan. 14 @9am PT) http://p.force.com/marketing
  47. 47. AppExchange Partner Zone Visit the Partner Team in Moscone West - 3rd Floor Get Inspired Mobile Showcase Get Tools Cloud Alliance Zone Build Your Network Expert Bar & Community Lounge Photobooth
  48. 48. ISV Success Track Plan Build Distribute Sell Support Ready to Partner with Salesforce.com? APP Academy: Getting Started as an ISV Support Your Customers Architect & Design Your Commercial App Distribute & License Your App ISV Roadmap Design Patterns: ISV Recipes for Success Manage Your Business. . . Connected Apps: Design Options Interoperability: Combine Forces Mobile for ISV’s (Part 1): Strategy AppExchange Marketing Playbook: Build Your Brand Avoid Growing Pains: Scale Your App Emerging Technology: - Heroku - Salesforce Communities - Service Cloud -  Social & Collaboration Mobile for ISV’s (Part 2): Develop Next Generation UX for Commercial App An Insider’s Guide to Security Review AppExchange Marketing Playbook: Generate Demand Driving Sales Success as an ISV Partner Meet the Power Brokers: VC Panel Get the Guide! http://p.force.com/df13sessions Follow sessions and join the Partner Success Group on
  49. 49. Don’t Miss AppBash 2013! **7pm-9pm is the Partner Appreciation Party Must have Partner or Sponsor Badge to get in
  50. 50. Appendix
  51. 51. Read Behind the Cloud by Marc Benioff   Startup Inspiration   Industry Expertise   Sales Strategy   Marketing Best Practices   Technical Wisdom   Event Planning   Product Launch   Financing   Corporate Philanthropy www.salesforce.com/behindthecloud
  52. 52. Read Complete B2B Online Marketing by Maura Ginty & Lauren Vaccarello with William Leake   Understanding B2B Online Marketing   Building a B2B Brand Online   Search Engine Optimization   Using Paid Online Media   Optimizing with Metrics   Conversion Rate Optimization & Usability   Managing Your Leads   Integrating Marketing with CRM Lauren Vaccarello is a contributor to the APP Academy. Lauren is the Senior Director of Online Marketing at Salesforce.com where she focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation. Find the book at
  53. 53. Talk To Your ISV Account Executive (AE) •  Validate Your Planned Approach •  Layout Your Partnership Options •  Work towards a signed Partner Contract •  Foster Your Go-to-Market Execution •  Network with others
  54. 54. Office Hours Dreamforce Office Hours http://p.force.com/marketing Marketing Office Hours http://p.force.com/marketing PR Office Hours: http://p.force.com/marketing Security Review Office Hours: http://p.force.com/security
  55. 55. Check out The Business App Blog   How To’s   Thought Leadership   Technical Best Practices   Industry Trends   Sales Tips   Recommendations   Marketing Insights   Program Updates http://p.force.com/blog
  56. 56. Partner Portal – ISV Partners One-Stop Shop   News   Alerts!   APP Academy   Topics (A-Z)   Links   FAQ http://p.force.com/ISV
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