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AppExchange Marketing Playbook
Generate Demand
John Richter, salesforce.com, Sr. Manager, ISV Success
Ellen Wilson, AppExc...
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Session Goals
Understand the core components of outbound marketing
Run PR and social media like a pro
Optimize online mark...
Partner Marketing
  Office Hours
  Marketing Best Practices
  Event Management
  AppExchange
  Social Media
  Record...
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
Outbound Marketing
Here you’re pushing your message to prospects
Understand
trends, create
a plan and
calendar
marketing
activities and
campa...
Social advertising expands your reach

Social channels are a great
place to show your playful
side and learn what your
cus...
Social Media for Partners

http://p.force.com/socialmedia
Customize Your ISV Business Org

ISV Business Org
•  Leads
•  Licenses (LMA)
•  Sales (Opportunities)
•  Marketing (Campai...
(Good) PR builds awareness and thought leadership
Build buzz around your brand and
products and establish yourself as a
pl...
Five Best Practices to Move the Needle with PR
1.  Build Relationships
2.  Identify a Trend
3.  Tell a Story
4.  Be a Thou...
Get Social with PR
Press Release:
•  49 views
•  667 visits

Blog Post:
•  4000 views
•  15,000 visits
Word of mouth is a key driver for AppExchange

43%

of installs on the AppExchange
are driven by our community
Increase Distribution with Private AppExchange

Salesforce Private AppExchange
The Trusted Corporate App Store
•  One-stop...
Events drive thought leadership and lead generation
Events also give you a great
chance to meet with
customers and prospec...
Measuring What Counts
Driving	
  Demand	
  

Leads	
  Generated	
  
Pipe	
  Created	
  
Deals	
  Closed	
  

Brand	
  Impa...
Your Event Success Checklist
  Set 3-5 clear demand, brand and “beyond” goals
  Get stakeholder alignment before decisio...
Digital marketing allows for amazing targeting
Build your brand and
drive demand with
SEM/SEO, display,
retargeting and pa...
Email marketing works for prospects and customers
Communicate and
up sell customers
and draw prospects
further down the
fu...
Test and Optimize Lead Nurturing (A/B)
Test Email (A)

Test Results: Control email had higher open rates
throughout the 30...
Read ‘Complete B2B Online Marketing’
by Maura Ginty & Lauren Vaccarello with William Leake
  Understanding B2B Online Mar...
Ellen Wilson
AppExchange Marketing Program
AppExchange Marketing Program (AMP)
What is AMP?
•  Co-marketing engine to accelerate partner growth
•  Unprecedented visi...
AppExchange Marketing Program (AMP)
AppExchange Marketing Program (AMP)
What is the timing on FY15Q1 AMP?
• Dec 2013: AMP prospectus out
• Jan 2014: Sales sta...
Putting It All Together
  Use a “push” and a “pull” strategy, planning is key
  Your ISV Business Org is not just for Sa...
Partner Marketing
  Office Hours
  Marketing Best Practices
  Event Management
  AppExchange
  Social Media
  Record...
AppExchange Partner Zone
Visit the Partner Team in Moscone West - 3rd Floor
Get Inspired

Mobile Showcase

Get Tools

Clou...
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 P...
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...
Follow Us on Social Media

Twitter.com/partnerforce

Slideshare.net/partnerforce

Facebook.com/
Salesforcepartners

youtub...
AppExchange Marketing Playbook: Generate Demand
AppExchange Marketing Playbook: Generate Demand
AppExchange Marketing Playbook: Generate Demand
AppExchange Marketing Playbook: Generate Demand
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AppExchange Marketing Playbook: Generate Demand

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AppExchange Marketing Playbook: Generate Demand

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Transcript of "AppExchange Marketing Playbook: Generate Demand"

  1. 1. AppExchange Marketing Playbook Generate Demand John Richter, salesforce.com, Sr. Manager, ISV Success Ellen Wilson, AppExchange Marketing Program @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 forwardlooking 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 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 nonsalesforce.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-Q for the most recent fiscal quarter ended July 31, 2012. This 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. Session Goals Understand the core components of outbound marketing Run PR and social media like a pro Optimize online marketing with nurture campaigns Take your events to the next level Learn about the AppExchange Marketing Program (AMP)
  4. 4. Partner Marketing   Office Hours   Marketing Best Practices   Event Management   AppExchange   Social Media   Recorded Training   Marketing FAQ http://p.force.com/marketing
  5. 5. Marketing Strategy
  6. 6. You want to build a four wheel drive strategy Outbound Marketing Inbound Marketing Push Strategy Generate Demand Pull Strategy Build Your Brand
  7. 7. Let’s Zoom In Outbound Marketing Inbound Marketing Push Strategy Generate Demand Pull Strategy Build Your Brand
  8. 8. Outbound Marketing
  9. 9. Here you’re pushing your message to prospects Understand trends, create a plan and calendar marketing activities and campaigns
  10. 10. Social advertising expands your reach Social channels are a great place to show your playful side and learn what your customers are thinking
  11. 11. Social Media for Partners http://p.force.com/socialmedia
  12. 12. Customize Your ISV Business Org ISV Business Org •  Leads •  Licenses (LMA) •  Sales (Opportunities) •  Marketing (Campaigns) •  Order Management •  Subscriber Support (LMA) •  Support (Cases)
  13. 13. (Good) PR builds awareness and thought leadership Build buzz around your brand and products and establish yourself as a player in your industry
  14. 14. 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
  15. 15. Get Social with PR Press Release: •  49 views •  667 visits Blog Post: •  4000 views •  15,000 visits
  16. 16. Word of mouth is a key driver for AppExchange 43% of installs on the AppExchange are driven by our community
  17. 17. Increase Distribution with Private AppExchange Salesforce Private AppExchange 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 Branding Custom Categories 2000+ Apps 1-Click Install Identity Mobile Social
  18. 18. Events drive thought leadership and lead generation Events also give you a great chance to meet with customers and prospects
  19. 19. Measuring What Counts Driving  Demand   Leads  Generated   Pipe  Created   Deals  Closed   Brand  Impact   Awareness   Social  Engagement   Press  Interac:on   Beyond  the  Basics   Content  Generated   Employees  Recruited   Customers  Trained  
  20. 20. 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
  21. 21. Digital marketing allows for amazing targeting Build your brand and drive demand with SEM/SEO, display, retargeting and payper-lead programs
  22. 22. Email marketing works for prospects and customers Communicate and up sell customers and draw prospects further down the funnel
  23. 23. Test and Optimize Lead Nurturing (A/B) Test Email (A) Test Results: Control email had higher open rates throughout the 30 day program. Test email had better user conversion. Test Conclusion: Redesign the email using the control template and imagery, with the test content. Control Email (B)
  24. 24. 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 Find the book at
  25. 25. Ellen Wilson AppExchange Marketing Program
  26. 26. 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
  27. 27. AppExchange Marketing Program (AMP)
  28. 28. AppExchange Marketing Program (AMP) What is the timing on FY15Q1 AMP? • Dec 2013: AMP prospectus out • Jan 2014: Sales start • Feb–April 2014: Q1 Program Do you qualify for AMP? • Revenue sharing (ISV/OEM) • Average of 4+ star reviews • Minimum # of reviews depends on package level Fill out the interest form today! http://p.force.com/AMP
  29. 29. Putting It All Together   Use a “push” and a “pull” strategy, planning is key   Your ISV Business Org is not just for Sales!   Take advantage of Social Media – in all it’s forms   PR is “Public Relations”, not “Press Release”   Make the most of your Events (much more than just leads)   Optimize your B2B Online Marketing and Email Nurturing   Use your resources (portal, office hours, AMP)   Sign up for our next APP Academy – Marketing (Jan. 14 @9am PT) http://p.force.com/marketing
  30. 30. Partner Marketing   Office Hours   Marketing Best Practices   Event Management   AppExchange   Social Media   Recorded Training   Marketing FAQ http://p.force.com/marketing
  31. 31. 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
  32. 32. Don’t Miss AppBash 2013! **7pm-9pm is the Partner Appreciation Party Must have Partner or Sponsor Badge to get in
  33. 33. Appendix
  34. 34. 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 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. Partner Portal – ISV Partners One-Stop Shop   News   Alerts!   APP Academy   Topics (A-Z)   Links   FAQ http://p.force.com/ISV
  39. 39. Follow Us on Social Media Twitter.com/partnerforce Slideshare.net/partnerforce Facebook.com/ Salesforcepartners youtube.com/partnerforce http://p.force.com/socialmedia
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