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APP Academy: Marketing (Virtual Classroom)
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APP Academy: Marketing (Virtual Classroom)
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- 2. Safe harbor Safe harborstatement 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 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 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-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. Instructors Phil Patacca Partner Advisor SalesforcePartner Program Rajiv Patel Program Coordinator Salesforce Partner Program
- 4. Benefits Pre-Work Live Event Post-Work Discussion Question Panel ParkingLot Quick Polls Vote Early & Often Real-time Feedback Stay Focused Stay Engaged Stay on Time Virtual Classroom Success! Resources APP Academy (Online) – http://p.force.com/appacademy ISV Guide – http://p.force.com/guide
- 5. Is your appin-market? Yes No Quick Poll
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- 7. APP Academy: Marketing- Vision The APP Academy: Marketing represents a collection of our best practices and lessons learned, from Salesforce, our Salesforce Partner Program, and from our most successful partners.
- 8. Session Goals Understandmarketing resources and tools Simplify your message and create killer content Create brand excellence for large-scale impact Manage an AppExchange listing that wows Use social media to increase scale Lead inspired campaigns and run PR like a pro Modernize online marketing and take your events to the next level Inspire & motivate your marketing team!
- 9. We ve EnjoyedSuccess, And So Have Our Partners
- 10. Partners are buildingtheir brand, & driving demand From the page. . . . . .to the stage! Blog Post from Jeremy Roche, CEO of FinancialForce.com Steve Singh, CEO of Concur, onstage with Marc
- 11. If you don’thave time to do it right, when will you have time to do it over? - Coach John Wooden
- 12. Inbound Marketing (Build YourBrand) Overview Resources AMP High Impact Message AppExchange Content Cycle Break Outbound Marketing (Generate Demand) Planning Social Media Campaigns PR Word of Mouth Events Digital Marketing Email APP Academy: Marketing (VC)
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- 14. http://p.force.com/marketing Ø Office Hours Ø Marketing Best Practices Ø Event Management Ø AppExchange Ø Social Media Ø Recorded Training Ø Marketing FAQ Partner Marketing Resources
- 15. § New TechnologyModel (Cloud) § New Business Model (Pay As You Go) § New Philanthropic Model (1-1-1) § Startup Inspiration § Industry Expertise § Sales Strategy § Marketing Best Practices § Technical Wisdom § Event Planning § Product Launch § Financing 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 Read ‘Behind the Cloud’ by Marc Benioff
- 16. 1-1-1 Model adopted by: sharethemodel.org 1%1% 1%Time Equity Product $73M+ Grants 743K+ Volunteer Hours 23K+ Nonprofits & Higher Eds Celebrating 16 Years of Giving Back
- 17. • Validate Your PlannedApproach • Layout Your Partnership Options • Work towards a signed Partner Contract • Foster Your Go-to-Market Execution • Network with others Work With Your ISV Account Executive (AE)
- 18. Office Hours Dreamforce OfficeHours Partner Marketing Power Hour http://p.force.com/officehours Security Review Office Hours
- 19. Partner Marketing PowerHour Jam-packed hour of marketing insight and information http://p.force.com/powerhour
- 20. Check out TheBusiness App Blog http://p.force.com/blog § How To’s § Technical Best Practices § Sales Tips § Marketing Insights § Thought Leadership § Industry Trends § Recommendations § Program Updates
- 21. Partner Community IsNow Live For All Partners!
- 22. PARTNERS – LoginProcess Go To http://partners.salesforce.com/ Select ‘Log In’. Use your Salesforce org + Partner Portal login. You’re In! Welcome to the Partner Community! This is a ONE-TIME step. Need Help? Go to http://p.force.com/signup for an additonal help.
- 23. Follow the ‘Official:Partner Community’ Chatter Group Select ‘Email Daily Digest’ to receive program updates http://partners.salesforce.com/
- 24. Follow Us onSocial Media Twitter.com/partnerforce Slideshare.net/partnerforce Facebook.com/ Salesforcepartners http://p.force.com/socialmedia youtube.com/partnerforce
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- 26. You want tobuild a four wheel drive strategy Pull Strategy Build Your Brand Outbound Marketing Inbound Marketing Push Strategy Generate Demand
- 27. Let’s Zoom In Outbound MarketingInbound Marketing Pull Strategy Build Your Brand Push Strategy Generate Demand
- 28. Inbound Marketing High ImpactMessaging and Big Brand Excellence
- 29. What s thePath to Messaging and Content Success? What are your key channels? Who’s your audience ? What should be gated? How do you prioritize?
- 30. Simple Message Salesforce Alohavoice: § Be conversational § Be direct § Be concise Business-speakAloha
- 31. Aloha #1: BeConversational 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. Traditional Techno-speak Aloha We get you up and running in no time.
- 32. Aloha #1: BeConversational Challenge reps with friendly competitions and contests, and broadcast results live on any TV or mobile screen.
- 33. Aloha #2: BeDirect 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. Traditional Techno-speak Aloha Increase performance; keep costs low.
- 34. Aloha #2: BeDirect
- 35. Aloha #3: BeConcise 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. Traditional Techno-speak Aloha Build on anything. Run on everything.
- 36. Aloha #3: BeConcise
- 37. Simple Messaging: Coulda 5th grader understand what your app does? Definitely Maybe a really smart 5th grader?! Probably not No way I don t understand the question Quick Poll
- 38. Now Create YourShareable Content Videos Customer stories Infographics White Papers E-Books Blogs
- 39. Demo Videos areKing 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
- 40. Promote Your VideosEverywhere 46% YouTube 2,500+ videos in our library 12,000+ video views a day = 70 hyper-efficient reps 39% Salesforce.com 14% 3rd Party Sites
- 41. Which Content Shouldbe Gated? Demo Videos Trials Webinars ROI Calculators eBooks Whitepapers Social Media Content Overview Videos Customer Videos Preview Content
- 42. The Power ofEarned Media / Content Paid Owned Earned Banners Display SEM / Paid Search Sponsorship Website / Social Properties Demo Videos / Trials Webinars ROI Calculators eBooks /Whitepapers Social Feedback Customer Reviews Forum Discussion Unpaid Media Coverage Word of Mouth
- 43. Getting Started: AContent Calendar
- 44. Some Great ContentVendors Demo/Overview Videos eBooks Customer Videos Graphical Design
- 45. Our video demois: Inspiring Exciting Boring Depressing We need a demo video? Quick Poll
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- 47. • All newdesign for easy access • Optimized for mobile • New organization by category, industry and collection for easier discovery of apps
- 48. # 1: Createyour billboard w/ Banners, Tiles, & Logos NOT
- 49. # 1: Createyour billboard w/ Banners, Tiles, & Logos BANNER TILE LOGO
- 50. • Real benefits • What makesyou different? • Does it look cool? Aloha voice: • Conversational • Direct • Concise # 2: Know Your Audience - Messaging
- 51. • Include call-outson screenshots • Videos less than 2 minutes • Clear workflow • Screenshots should tell a story # 3: Educate with Screenshots &Video
- 52. # 3: Educatewith Screenshots &Video (tell a story) IN OUT
- 53. # 3: Educatewith Screenshots &Video (tell a story) IN OUT
- 54. • Proactively requestreviews • Engage & respond to feedback • Turn negatives to positives • Read & respond every day # 4: Engage the Community with Reviews
- 55. • 30-day freetrial • Provide pricing details • Provide support details • Custom branding (Trialforce) • Checkout # 5: Make it Easy to Try and Buy
- 56. # 5: Makeit Easy to Try and Buy
- 57. Bonus: Measure Success& Iterate Inbound Marketing Pull Strategy Build Your Brand Log into Appexchange Using Your APO Credentials
- 58. When was thelast time you made a substantive change to your AppExchange listing? A week ago A month ago 6 months ago Over a year ago We should make changes to our listing? Quick Poll
- 59. Inbound Marketing Pull Strategy– Content Management
- 60. Research and writegreat content and lay it out in a visually compelling way E-books Infographics Case studies PR stats Whitepapers Good content pulls in customers and prospects
- 61. Publish the contentvia the “rule of 5.” Distributing across at least 5 channels With these in place you can publish your content
- 62. Promote the contentthrough in-channel campaigns And promote it to improve reach
- 63. Monitor channels forconversation and dialogue with customers and prospects Once the content is up—join the conversation!
- 64. Analyze ROI todetermine where we can reinvest and to ensure efficient campaign spend As the conversation tails off analyze for ROI
- 65. § 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 § Maintain a compelling AppExchange Listing & website § Use Content Management to drive your messaging Putting It All Together – Inbound Marketing http://p.force.com/marketing
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- 67. Outbound Marketing –Push Strategy Outbound Marketing Inbound Marketing Pull Strategy Build Your Brand Push Strategy Generate Demand
- 68. Here you’re pushingyour message to prospects Understand trends, create a plan and calendar marketing activities and campaigns
- 69. Social media canexpand reach & amplify earned content Social channels are a great place to show your playful side and learn what your customers are thinking
- 70. Social Media forPartners http://p.force.com/socialmedia
- 71. Customize Your BusinessOrg Business Org • Leads • Licenses (LMA) • Sales (Opportunities) • Campaign Management • Order Management • Subscriber Support (LMA) • Support (Cases)
- 72. (Good) PR buildsawareness and thought leadership Build buzz around your brand and products and establish yourself as a player in your industry
- 73. Five Best Practicesto Move the Needle with PR 1. Build Relationships 2. Identify a Trend 3. Tell a Story 4. Be a Thought Leader 5. Get Social http://p.force.com/pr
- 74. Get Social withPR Press Release: • 49 views • 667 visits Blog Post: • 4,000 views • 15,000 visits
- 75. Word of mouthis a key driver for AppExchange 43% of installs on the AppExchange are driven by our community
- 76. Events drive thoughtleadership and lead generation Events also give you a great chance to meet with customers and prospects
- 77. Measuring What Counts- Events 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
- 78. Your Event SuccessChecklist q Set 3-5 clear demand, brand and “beyond” goals q Get stakeholder alignment before decision making begins q Differentiate with clear positioning and a cohesive event experience q Consider every detail of the attendee experience q Train your team to be on message and work well together q Engage early via social media, email, phone, etc. q Do something cool to stand out q Create and share great content q Schedule as many meetings as possible q Bring your best customer stories to life q Network all day, every day
- 79. Digital marketing allowsfor amazing targeting Build your brand and drive demand with SEM/SEO, display, retargeting and pay- per-lead programs
- 81. Email marketing worksfor prospects and customers Communicate and up sell customers and draw prospects further down the funnel
- 82. Test and OptimizeLead Nurturing (A/B) Test Email (A) Control Email (B) 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.
- 83. We generate themost buzz using: Our own website Facebook Twitter LinkedIn YouTube Quick Poll
- 84. § Understanding B2B OnlineMarketing § 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 Read ‘Complete B2B Online Marketing’ by Maura Ginty & Lauren Vaccarello with William Leake
- 85. § Use a “push”and a “pull” strategy, planning is key § Your 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 (Partner Community, Office Hours, AMP) Putting It All Together – Outbound Marketing
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- 87. AMP – OutboundCo-Sponsored Marketing Outbound Marketing Inbound Marketing Pull Strategy Build Your Brand Push Strategy Generate Demand
- 88. The AppExchange MarketingProgram (AMP) is a game- changing co-marketing engine designed to accelerate growth for AppExchange partners. AppExchange Marketing Program (AMP) Turnkey promotion and co-marketing opportunities for revenue-sharing partners. Partners invest in AMP to: • Increase awareness and demand. • Create meaningful connections with Salesforce customers, prospects, and sales. • Leverage Salesforce’s brand power and world-class marketing. http://p.force.com/AMP
- 89. AMP @ Work:Featured Apps on AppExchange Twelve apps rotating in the featured Apps section of the AppExchange homepage.
- 90. AMP Qualifications Watch thereplay, view the prospectus, fill out the interest form! Questions? ampteam@salesforce.com 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 of AMP? • Submissions are accepted quarterly • Review the AMP Education page for details http://p.force.com/AMP
- 91. Other Sponsorship Opportunities Salesforce1World Tour Ø 10+ cities around the world Ø partnersuccess@salesforce.com Dreamforce Ø Save the Date: Sept. 15-18, 2015 Ø Sponsorships now available Ø partnersuccess@salesforce.com http://p.force.com/sponsorships
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- 93. Session Goals Understandmarketing resources and tools Simplify your message and create killer content Create brand excellence for large-scale impact Manage an AppExchange listing that wows Use social media to increase scale Lead inspired campaigns and run PR like a pro Modernize online marketing and take your events to the next level Inspire & motivate your marketing team! http://p.force.com/appmarketingsurvey
- 94. Was this programhelpful? Extremely Mostly Partially Barely Quick Poll Please complete by the end of this week (Friday)
- 95.