The document summarizes AppExchange Marketing Program (AMP) packages for Fall and Winter 2017 that partners can purchase to boost marketing exposure, lead generation, and sales. It describes the goals, benefits, metrics, pricing and availability for campaigns promoting listing traffic, leads, awareness, and growth. Example packages include Dreamforce promotions, homepage features, emails, and services like listing reviews to help partners succeed on AppExchange.

1. AppExchange Marketing
Program
Fall & Winter ’17 Packages
​ampteam@salesforce.com

2. Forward-Looking Statements

3. AppExchange Marketing Program (AMP) Vision
Accelerate our partners’ business through beautiful, effective
co-marketing. We want to engage and inspire our shared
customers and prospects while making AppExchange more
vibrant every day.

4. Living Our Values … and AMP Packages to Match
Innovation
- AppExchange redesign for Q4
Growth
- Introducing Appy, your guide to AppExchange
Trust
- Tight collaboration with clouds, industries, and SE teams
Equality
- Pledge 1% at our core

5. Meet the Team
The AppExchange Marketing team is deeply
focused on our partners’ business, traffic and
app downloads, and on building an amazing
community around AppExchange.
As part of this, we are buying media,
optimizing, and promoting content at every
opportunity to make sure we all succeed.
devon fenimore
art director
josie chiles
sr. director,
appexchange product
marketing
latrice barnett
amp sr. manager
amanda nelson
sr. manager,
customer and
community marketing
ron lim
sr. art director
miriam rattes
project manager
howard chen
appexchange
marketing manager
clayelle wolf
amp sr. manager
andrew gothelf
amp marketing
manager
tony newton
copywriter
gabriela alessio
marketing analytics
christine lee
title
miriam rattes
project manager
christine lee
product marketing
and review analyst

6. AMP at Work: Accounting Seed’s Story
Accounting Seed increases marketing exposure, lead
generation, and product credibility with AMP.
Collaboration with the AMP team helped Accounting Seed make big
changes to its listing and optimize it for maximum conversions.
AMP influenced a 100% lift in listing traffic and a 42% lift in leads,
leading to more demos and closed deals.
“In the last two years we have seen a 19% increase
in customer acquisition. Our participation in AMP
is one of the marketing components supporting our
growth in the AppExchange marketplace.”
Tony Zorc, CEO, Accounting Seed

7. AMP at Work: The Full Picture
Current AppExchange
stats:
▪ 150 AMP participants
to date
▪ 195% average
increase in listing
visits
▪ 33% average
increase in lead
activity*
*Based on an AMP participants 3rd quartile
average
Without AMP With AMP

8. Fall and Winter ‘17 Packages
(FY2018 Q3 & Q4)

9. AMP Fall and Winter ’17 (FY18 Q3 & Q4) Packages
Package Goals Q3 Q4 Price Availability/quarter Qualifications
Campaign: Serve the Changing Customer Leads, listing traffic,
awareness
X $60K 8 Invite only
Campaign: Year in Review Leads, listing traffic,
awareness
X $60K 12
Campaign: Emerging Partners with
Dreamforce Breakfast
Listing traffic, awareness X $8.5K 20 Listing must be under 2 years
old
Campaign: Emerging Partners Listing traffic, awareness X $7.5K 20 Listing must be under 2 years
old
Blazing the Trail to Dreamforce Leads, listing traffic,
awareness
X $20K 18 Booth required
HLS Industry Promotion Leads, awareness X X $10K 6 Pilot, invite only
Home Page Promotion & Email Listing traffic X $12K 12
Home Page Banner Promotion Listing traffic, awareness X $10K 18
“All Apps” Nav Bar Banner Listing traffic X $10K 12
“Find Appy” Social Promotion Listing traffic, awareness X X $5K 24
Listing Makeover Listing traffic X X $7.5K 1 in Q3, 2 in Q4 Pilot, invite only
App Talks Customer Interview Leads, awareness X X $15K 3 Customer required
Product Demo Video Leads, awareness X X $10K 6
App Mavericks Web Chat Video Awareness X X $10K 5

10. Campaign: Serve the Changing Customer (Q3)
Benefit Goal Metrics available Important notes
Gated Flipbook about customer service
(includes an MVP partner interview)
Leads Leads shared Firm template and single review
Paid media to drive users to listing
(social and display)
Listing traffic AppExchange Publishing
Console
Firm template and single review
Invitation to compete in Q3 Solution
Engineer (SE) Demo Jam for Service
Awareness September 1, Demo Jam conducted
virtually
Featured app in SE tear sheet Awareness Partner logo and AppExchange listing
description used
Two Service Cloud emails Leads & listing
traffic
Leads shared &
AppExchange Publishing
Console
Partner logo used
“Service & AI” event at Salesforce
Incubator
Awareness September 12 in San Francisco
Invitation to attend Sales Volunteer Day
(must pledge 1%)
Awareness August 31 in San Francisco
Featured app on Customer Service
Apps category page
(entire quarter)
Listing traffic AppExchange Publishing
Console
Priority for publishing and promotion of
a Customer Spotlight
Awareness Content submitted by partner
Social share
of AMP e-book
THE DETAILS
Quarter: Q3
Invite only? Yes
Availability: 8
Price: $60K

11. Campaign: Year in Review (Q4)
Benefit Goal Metrics available Important notes
Gated “Year in Review” Flipbook
(includes an MVP partner interview)
Leads Leads shared Firm template and single review
Paid media to drive users to listing
(social and display)
Listing traffic AppExchange
Publishing Console
Firm template and single review
Featured app in AppExchange calendar Awareness
Invitation to compete in Q3 Solution
Engineer (SE) Demo Jam for “Apps You
Should Know”
Awareness December 8, Demo Jam conducted
virtually
Featured app in SE tear sheet Awareness Partner logo and AppExchange listing
description used
Invitation to purchase swag for user group
grab bag
Awareness
Featured app in grab bag physical insert Awareness Partner logo and AppExchange listing
description used
Invitation to attend Sales Volunteer Day
(must pledge 1%)
Awareness December 5 in San Francisco
Invitation to speak on “Follow-up from
Dreamforce” Power Hour
Awareness Wednesday in November/December,
Power Hour conducted virtually
THE DETAILS
Quarter: Q4
Invite only? No
Availability: 12
Price: $60K
“Year in Review” content example

12. Benefit Goal Metrics available Important notes
Invitation to attend Dreamforce
#AppExchangeOhana Breakfast
Awareness November 7, 7 a.m.-9 a.m.
App featured in breakout section of
home page
(rotating for 2 weeks)
Listing traffic AppExchange
Publishing Console
App included in the “Featured Apps”
AppExchange collection page
(entire quarter)
Listing traffic AppExchange
Publishing Console
Invitation to attend Sales Volunteer
Day
(must pledge 1%)
Awareness August 31 in San Francisco
Prioritization for Customer or Partner
Spotlight
Listing traffic AppExchange
Publishing Console
Content submitted by partner, firm
template
Invitation to attend Incubator Office
Hours
Awareness Will take place September 19 at the
Incubator in San Francisco
App featured in one post in All Stars
Chatter group
Awareness AppExchange listing description and
partner logo used
One-hour listing review N/A Conducted by the AppExchange team
Campaign: Emerging Partners
with Dreamforce Breakfast (Q3)
THE DETAILS
Quarters: Q3
Invite only? No
Availability: 20
Price: $8.5K
*for listings under 2 years old

13. Benefit Goal Metrics available Important notes
App featured in breakout section of
home page
(rotating for 2 weeks)
Listing traffic AppExchange Publishing
Console
App included in the “Featured Apps”
AppExchange collection page
(entire quarter)
Listing traffic AppExchange Publishing
Console
Invitation to attend Sales Volunteer
Day
(must pledge 1%)
Awareness December 5 in San Francisco
Prioritization for Customer or Partner
Spotlight
Listing traffic AppExchange Publishing
Console
Content submitted by partner, firm
template
Invitation to attend Incubator Office
Hours
Awareness Will take place in January at the
Incubator in San Francisco
App featured in one post in All Stars
Chatter group
Awareness AppExchange listing description and
partner logo used
One-hour listing review N/A Conducted by the AppExchange team
Campaign: Emerging Partners (Q4)
THE DETAILS
Quarters: Q4
Invite only? No
Availability: 20
Price: $7.5K
*for listings under 2 years old

14. Blazing the Trail to Dreamforce
Benefit Goal Metrics available Important notes
Featured app in AppExchange trail map Awareness Partner logo used
Invitation to attend Dreamforce
#AppExchangeOhana Breakfast
Awareness November 7, 7 a.m.-9 a.m.
Inclusion in breakfast invitation insert Awareness Partner logo used
20 Appy collectors items and 500 Appy
stickers
Leads Booth scans
Featured app in welcome slide for
AppExchange sessions
Awareness App tile used
Large tile updated with booth number Listing traffic AppExchange
Publishing
Console
Partner is responsible for
sharing working file (.ai or .psd)
and updating listing,
firm template
“Partner Philanthropy at Dreamforce” group
call with Foundation
(must pledge 1%)
Awareness
Priority Pledge 1% office hours in VIP
Lounge
(must pledge 1%)
Awareness
Invitation to speak on “Get Ready for
Dreamforce” Power Hour
Awareness A Wednesday in October,
Power Hour conducted virtually
Featured app in one monthly AppExchange
email
Listing traffic AppExchange
Publishing
Console
Choice of Monthly Digest or
Monthly Direct emails pending
availability
Sample large tile with booth number
THE DETAILS
Quarter: Q3
Invite only? No
Availability: 18
Price: $20K
*booth required

15. Benefit Goal Metrics available Important notes
One Health Cloud email app feature
(includes all partners)
Leads AppExchange Publishing
Console
AppExchange listing
description and app tile
used
Featured app in Health Cloud welcome
slide at Salesforce events during the
quarter
Awareness App tile used
Featured app in the HLS AppExchange
industry page
(entire quarter)
Leads AppExchange Publishing
Console
Healthcare social game Awareness Created by Salesforce
Invitation to author healthcare post on
the partner blog
Awareness
HLS Industry Promotion
Example of social game
THE DETAILS
Quarters: Q3 & Q4
Invite only? Yes
Availability: 6
Price: $10K
*must be a Health Cloud partner

16. Benefit Goal Metrics
available
Important notes
Rotating featured app on
home page
(1 month)
Listing
traffic
AppExchange
Publishing
Console
App tile used
Featured app in one
AppExchange email
Listing
traffic
AppExchange
Publishing
Console
AppExchange listing
description and app tile used,
choice of Monthly Digest or
Monthly Direct emails pending
availability
Home Page Promotion & Email
THE DETAILS
Quarters: Q3
Invite only? No
Availability: 12
Price: $12K
Current home page promotion
Note: these layouts may be impacted by the upcoming
redesign

17. Benefit Goal Metrics
available
Important notes
Featured app in home
page triptych images
(2 weeks)
Listing traffic AppExchange
Publishing
Console
App tile used, firm template
AppExchange social
promotion
Awareness
Featured app in one
AppExchange email
Listing traffic AppExchange
Publishing
Console
AppExchange listing
description and app tile
used, choice of Monthly
Digest or Monthly Direct
email pending availability
Home Page Banner Promotion
Example of triptych images
Note: these layouts may be impacted by the upcoming redesign
THE DETAILS
Quarters: Q4
Invite only? No
Availability: 18
Price: $10K

18. “All Apps” Nav Bar Banner
Benefit Goal Metrics available Important notes
“All Apps” banner
(1 month)
Listing
traffic
AppExchange
Publishing Console
Partner logo used, firm template
“All Apps” collection page
(1 month)
Listing
traffic
AppExchange
Publishing Console
Featured app in one
AppExchange email
Listing
traffic
AppExchange
Publishing Console
AppExchange listing description and
app tile used, choice of Monthly Digest
or Monthly Direct email pending
availability
THE DETAILS
Quarters: Q4
Invite only? No
Availability: 12
Price: $10K
Mock-up of “All Apps” banner

19. “Find Appy” Social Promotion
Q3 & Q4 – 24 available, $5K
Benefit Goal Metrics available Important notes
Weekly clues tweeted
about your app
Listing traffic AppExchange
Publishing Console
Written by Salesforce
First screenshot
updated to include
Appy “hiding”
Listing traffic AppExchange
Publishing Console
Partner is responsible for
sending screenshot file (app
must be in Lightning
interface) and updating
graphic on designated day
Featured app in
quarterly “Appy’s
Hiding Spots” post on
the partner blog
Awareness
200 Appy stickers Awareness
Featured app in one
Weekly Digest email
Listing traffic AppExchange
Publishing Console
Example of Appy hiding in screenshot
THE DETAILS
Quarters: Q3 & Q4
Invite only? No
Availability: 24
Price: $5K

20. Listing Makeover
Benefit Important notes
Refresh of large
AppExchange listing tile
● Single review
● Updated tile delivered as .jpg or .png
● Partner is responsible for updating graphic
Refresh of first listing
screenshot
● Updated screenshot delivered as .jpg or .png
● Partner is responsible for sending original
screenshot file (app must be in Lightning
interface) and updating listing with the new one
Optimized listing copy:
short description and
overview
● Single review
● Text to be delivered in a copy doc
● Partner is responsible for updating
THE DETAILS
Quarters: Q3 & Q4
Invite only? Yes
Availability: 1 in Q3,
2 in Q4
Price: $7.5K
Example of new National Parks branding

21. App Talks Customer Interview
Benefit Goal Metrics
available
Important notes
Video featuring customer
story and demo
Awareness Partner must provide customer
speaker, firm template and single
review
15-second video teaser
for promotion
Awareness Firm template and single review
Three social graphics for
promotion
Awareness Created by Salesforce
Paid promotion of video Awareness
Option of gating long
asset on Salesforce
landing page
Leads Leads shared
App Talks hosted on YouTube or Gated
THE DETAILS
Quarters: Q3 & Q4
Invite only? No
Availability: 3
Price: $15K
*customer required

22. Product Demo Video
Benefit Goal Metrics available Important notes
1:20 product demo video for gating on
AppExchange listing
Leads AppExchange
Publishing Console
Firm template
15-second video teaser for promotion Awareness Firm template
Production and guidance per Salesforce
Video Team best practices
N/A THE DETAILS
Quarters: Q3 & Q4
Invite only? No
Availability: 6
Price: $10K

23. App Mavericks
Web Chat Video
Benefit Goal Important notes
MVP interview posted to
YouTube
Awareness Firm template
15-second video teaser for
promotion
Awareness Firm template
Three social graphics for
promotion
Awareness Created by Salesforce
Paid promotion of video Awareness
THE DETAILS
Quarters: Q3 & Q4
Invite only? No
Availability: 5
Price: $10K
App Mavericks hosted on YouTube

24. AMP Resources

25. The AMP Application Process
Q: Is there a limit to the number of packages we can apply to?
A: No, you can apply to a mix of packages.
Q: Can we promote multiple apps?
A: Yes, you can promote one app per AMP package.
Q. Are we eligible for AMP if our app isn’t through
security review?
A: No, your app must pass security review and your listing
must be live before you can participate.
Reach out to ampteam@salesforce.com with all other questions. Please note that AMP is only available to revenue-sharing partners.
Review AMP packages at p.force.com/amp
Complete the AMP application:
bit.ly/ampfallwinter17
Hear back from the AMP team on
your application status in 5 business days or
less
1
2
3
FAQ

26. Now is the time...to pledge 1%
● A joint initiative by Salesforce, Atlassian, and
Tides inspired by our 1-1-1 model
● Companies pledge product, equity, profit,
and/or time to support the causes of their
choosing
● The website provides tools, resources, and
access to a network of like-minded companies
and investors
pledge1percent.org

27. Write for Inside the Salesforce Ecosystem
Share business growth with Salesforce
500-1,000 words in Medium
Share partner-to-partner connections
Share business growth best practices
Get started: bit.ly/ecosystemblogger
We invite thought leaders to contribute! Spark conversation and give advice on thriving in the Salesforce
ecosystem. Get exposure and grow your brand: bit.ly/sfecosystem

28. Learn During Power Hour
p.force.com/powerhour
● Live webinar every Wednesday
● Insights and inspiration around marketing
with Salesforce
● Features Salesforce speakers, guest partner
speakers, and thought leaders
● Open Q&A
● AppExchange listing reviews each week
● Register in the Partner Community

29. About the Salesforce Incubator
A 5-month program with a
premium workspace and the
best of SaaS advisors
Tactical, actionable content
creation to inspire ecosystem
Innovation. Collaboration. Ohana.
A regular series of public
events building a strong startup
community around Salesforce
12 startups focusing on
building intelligent apps with
Salesforce Einstein
BATCH #2

30. AMP Content Examples

31. How It Looks: Interactive Flipbook
● Transforms PDFs into beautiful, interactive
experiences
● HTML5 flipbook is optimized for mobile and
desktop
● Includes widgets and embedded interactive
elements such as video, social, and audio files
● Advanced metrics and insights including links
clicked, page zooms, downloads, prints, widget
interactions, page drop offs, and time on page

32. How It Looks: SE Demo Jams
● Audience of 300+ Salesforce Solution Engineers (SEs)
● Three-minute partner demos all on one webinar
● Audience votes on the winner
● Goals:
○ Create internal partner awareness, excitement, and community around AppExchange
○ Give the SE team direct points of contact for follow-up questions

33. How It Looks: AppExchange Email
AppExchange Weekly Digest AppExchange Monthly Digest AppExchange Monthly Direct

34. How It Looks: Customer Spotlight
● All partners can submit at: bit.ly/cs-submit
● Goal of driving traffic to AppExchange listing
● Published every Wednesday
● One partner and customer showcased
● Three ROI statements
● Promotion includes:
○ Story featured in a Salesforce SlideShare
○ Salesforce and partner blog posts
○ Twitter, Facebook, and/or Instagram post
○ Story featured on one slide in an AE slide
deck

35. How It Looks: Paid Media
● Joint promotion with a media mix
including paid social and display
● Designed to target Salesforce
customers, prospects, and
AppExchange users
● Features new National Parks
branding
● The AppExchange team is
managing, analyzing, and optimizing
campaigns on an ongoing basis for
joint success

36. How It Looks: AppExchange Videos
App Mavericks filming
App Mavericks hosted on YouTube or gated
App Talks hosted on YouTube

37. How It Looks: AppExchange Features
Example of category page feature Example of industry page feature
Example of featured apps collection page
Note:
These layouts
may be impacted
by the upcoming
redesign

38. #AppExchangeOhana Breakfast
● A Dreamforce celebration to honor
Salesforce MVPs, All Stars, guest
bloggers, and analysts
● Invitation only
● Executive welcome
● Partner interview station
● November 7, 7 a.m.-9 a.m.
● B Restaurant and Bar (at Moscone)

39. Thank Y u