The document provides an overview of using Salesforce campaigns and reports to measure the success of AppExchange marketing efforts. It discusses how campaigns can be used to associate leads with specific listings, track lead progression, and measure ROI. It provides examples of how to quickly set up basic ROI measurement without reports, and how to create customized dashboards and reports by linking campaigns to specific AppExchange leads. The document emphasizes how campaigns give visibility into marketing ROI and enable automated sales processes.

1. APP Academy: Market
Get Started with AppExchange, Leads, & Campaigns
Kat An
AppExchange Marketing Manager
@takyttik
Dave Rigotti | Bizible
William Tyree | RingDNA

2. Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

3. Meet Our Speakers
Kat An
Salesforce.com
Dave Rigotti
Bizible
William Tyree
RingDNA
• Marketing Technologist
• 7 Years in SFDC ecosystem
• Favorite Marketing Blog:
ChiefMartec.com
• Favorite Marketing Book: The
Power of Habit
• Mktg Hero: David Ogilvy
• @williamtyree
• Pipeline Marketer
• 1 Year in SFDC ecosystem
• Favorite Marketing Blog: Matt
on Marketing
• Favorite Marketing Book: Back
of the Napkin
• Marketing Hero: Hubspot
• @drigotti
• App Aficionado
• 1 Year in SFDC ecosystem
• Favorite Marketing Blog:
Contently
• Favorite Marketing Book:
Crossing the Chasm
• Marketing Hero: Nike
• @takyttik

4. Kat An
AppExchange Marketing Manager

5. INTRO TO APPEXCHANGE
Understand how customers engage with the #1 business app marketplace

6. Monday Oct. 6
Monday Oct. 13
AppExchange: #1 Business App Marketplace
6 new apps per day
1.5 installs per minute

7. #1
100% TRUTH: SEARCH RULES.
The majority of the visitors to AppExchange search rather than
browse, so pay close attention to search terms and results.

8. #2
10K NEW VISITORS EVERY WEEK.
On average, more than 10,000 first time visitors come to
AppExchange per week. That’s a lot of fresh opportunity.

9. #3
53% OF VISITORS CAN INSTALL.
Optimize for admins who can install AND be deliberate about
how you engage influencers who are digging for details.

10. #4
SCREENSHOTS = 40% OF ACTIVITY.
Screenshots generate 40% of overall activity, and consume a
ton of screen space, so make the most of this real estate.

11. #5
U.S. USERS = 50% OF TRAFFIC.
Only half of visitors come from the US. Next 9: India, UK, Japan,
Canada, Australia, Germany, France, Netherlands, and Brazil.

12. Dave Rigotti
Head of Pipeline Marketing, Bizible

13. PUBLISHING CONSOLE
Make the Most of your AppExchange Listing

14. Make a Good First Impression

15. Key Elements of a Listing - Overview
Tell a story with screenshots
Direct attention with your
banner and first screenshot
Gate your video
Use your words wisely
Be upfront about pricing

16. Key Elements of a Listing - Reviews

17. Publishing Console: Basic Information
Use bullet points to
call out key features
and new product info
Think about your
value proposition
This description appears
everywhere so choose
your words wisely!

18. Publishing Console: Offering

19. Publishing Console: Pricing
Be upfront about pricing
(even if it’s just starting price)
Discount for non-profits

20. Publishing Console: Specs

21. Publishing Console: Support
Make sure this isn’t a general
number/email, but an actual
support/customer service line!

22. Publishing Console: Uploaded Content
60x60 Square Tile
280x205 Large Tile
1200x300 Banner
750x500 Screenshots

23. Publishing Console: Uploaded Content
Gate your demo!

24. Publishing Console: Leads

25. Track the Right Measurements and Optimize

26. William Tyree
CMO, RingDNA

27. CAMPAIGNS AND REPORTS
How to enable sales, gain mind blowing visibility into ROI and generally crush it

28. What is a Salesforce Campaign?
The link between Salesforce and your marketing initiatives that enables a wide
variety of helpful automated processes for sales and marketing teams.

29. 5 Incredible Reasons to Use Salesforce Campaigns
You can easily…
Segment leads from the Salesforce AppExchange (or any source)
Track lead progression through the buying cycle
Measure ROI from your AppExchange listing (or any source)
Create triggers for marketing automation events
Create priority lists for sales reps
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30. Scenario 1: Measuring Basic ROI
How to quickly measure AppExchange lead ROI without reports or dashboards

31. Step 1 – Create a Campaign
Tip: add the “Campaign” tab to the top of Salesforce – you’ll be using it a lot.

32. Step 2 – Assign owner, name, status and description
Tip: ensure you are consistent and clear in your campaign naming conventions.

33. Step 3 – Associate the Campaign with AppExchange Leads
Using Pardot is just one way to associate your campaign with AppExchange leads.

34. Step 4a – Test your lead capture
Download your app using a unique account.

35. Step 4b – Test your lead capture
Ensure that your lead record includes the Campaign membership.

36. Ta-Da: ROI & Progression Visibility without Reports
Salesforce Campaigns give you amazing value out-of-the-box.

37. Scenario 2: Easy Dashboard Creation
Using Salesforce Campaigns with reports and dashboards

38. Step 1 – Create a report
Campaign objects have dozens of potentially useful reporting fields.

39. Step 2 – Add your campaign to the report
Select the AppExchange campaign you set up earlier.

40. Step 3 – Add campaign filters (optional)
Filters allow you to segment very specifically.

41. Step 4 – Schedule reports to run
Tip: dashboards are only as up-to-date as reports are

42. Step 5 – Create a dashboard
A visual representation of your reports.

43. Step 6 – Fine tune your configuration
Experiment with different charting styles and layouts.

44. Step 9– Flesh out the dashboard with additional reports
Dashboards are based upon Salesforce reports data.

45. BONUS!
Create an AppExchange lead list view for sales reps in 20 seconds.

46. More Actionable Tips
ü Recommended reports
ü Dashboard layouts
ü Data Integrity
ü Sales enablement strategies
RingDNA.com