Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

"Building an Epic Brand" at SaaStr Annual 2016

Jeff Yoshimura, marketing leader at Salesforce, Zuora and Elastic, shares his insights into what it really takes to build an epic brand at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

"Building an Epic Brand" at SaaStr Annual 2016

  1. 1. BUILDING AN EPIC BRAND JEFF YOSHIMURA @jeffyoshi
  2. 2. JEFF YOSHIMURA VP WORLDWIDE MARKETING ELASTIC APPEXCHANGE SUBSCRIPTION ECONOMY ELASTICSEARCH TOPLOGICAL DATA ANALYSIS
  3. 3. WHAT THIS IS ABOUT 4 Unique Brand Building Experiences Successes And Failures Tips
  4. 4. BUSINESS APPLICATIONS 1ST 100 APPS Built by SEs, PS, and a select few partners “Experimentation” Incubator in San Mateo, category experts, vertical launches, native vs. composite, partner GTM, online advertising, certification
  5. 5. $1.5 BILLION APP ECONOMY
  6. 6. Don’t give it secondary status. TREAT IT LIKE 
 A BRAND BUILD THE ECOSYSTEM Don’t do it yourself, let others help you. THINK VERY BIG Ignore skeptics, but channel feedback. “The biggest disappointment is the AppExchange. To even liken this to eBay is a joke.”
  7. 7. THE SUBSCRIPTION ECONOMY
  8. 8. HAVE SOME BALLS AND GO HAVE FUN!
  9. 9. Is it memorable? Easy to pronounce? Have meaning? COMPANY NAME
 MATTERS ELEVATE YOUR
 MESSAGE It doesn’t have to directly relate to your product. DON’T 
 GIVE UP! If you believe in it, keep pounding it until it sticks!!! Building the Z brand was hard
  10. 10. Topological Data Analysis (TDA) Seven Bridges of Königsberg Graph theory & networks
  11. 11. Don’t spend $250K on a branding exercise? EXPERTS AREN’T ALWAYS RIGHT SIMPLIFY COMPLEXITY If what you do is complex, simplify it for the masses. TELL A GREAT
 MEDIA STORY Telling a good crisp story is HARD. Getting someone to care is even HARDER. PHENOM Query-free Discover what you don’t know Ayasdi is a difficult name but this one is worse.
  12. 12. Feb’16Mar’15Oct’12 Apr’14 20. Millions of Downloads 10. 45. Sept’14 Oct’13Apr’13 Total Cumulative Downloads Across Elastic Products
  13. 13. With the Elastic Stack, we log more than 30K messages and 100K documents four times every day from the Mars Rover to optimize our space missions. Use Case Search, Logging, Analytics Products Elasticsearch, Logstash, Kibana “ ”
  14. 14. Leverage the community to build awareness BUILD THE 
 COMMUNITY IN THE WILD
 STORIES Get users to tell real-world stories about your products DON’T BE AFRAID
 TO BE DIFFERENT Avoid sounding like everyone else and using buzzwords
  15. 15. SUMMARY No Company (Or Experience) Is The Same. Brand Building Takes Time; How Many 
 Of You Followed Salesforce Before 2008? Hire The Right Team! Align To The Right Goals With Brand Building. Don’t Fire Your Someone Because You Haven’t Gotten Press Out Of The Gate (Or Leads); Keep Iterating.
  16. 16. BUILDING AN EPIC BRAND JEFF YOSHIMURA VP WORLDWIDE MARKETING / ELASTIC @jeffyoshi

×