B2B App Marketplaces present a terrific opportunity for app developers to distribute their software (typically SaaS) to well-qualified users who are ready to try and buy. This presentation will teach you how to pick the best APIs and marketplaces for your app.
Workshop - Best of Both Worlds_ Combine KG and Vector search for enhanced R...
Power Your Business & Your App with APIs and Marketplaces
1. Power Your Business &
Your App with APIs and
Marketplaces
Cooper Marcus
Business Development - Platform, New Relic
Formerly: Co-founder, Wishery
cooper@newrelic.com
@coopermarcus
3. What was Wishery?
• Wishery = Gmail Gadget for CRM
• 5 business app integrations
• #1-ranked or Featured in 5 B2B app marketplaces
• 100+ companies sign-up weekly
• 20%+ upgrade to paid
4. Orientation
• Less:
• Consumer
• Mobile
• Downloaded
• Distinctions are
disappearing - eg.
Win8 App Store
• More:
• B2B
• Web apps
• SaaS
5. Terminology
• Publisher = produces an app THAT HAS an API
and marketplace
• Developer = produces an app LISTED ON a
marketplace
6.
7.
8.
9.
10. Why?
• Discovery - Be where buyers are shopping
• SEO
• Enhanced conversions to paid
• Co-marketing with marketplace hosts
• Free $ (depending on marketplace)
• The future is now
11.
12.
13. 1.5x to 5x conversion to paid
(compared to non-Google Apps
Marketplace installs)
http://googleappsdeveloper.blogspot.com/2011/09/finding-success-on-google-apps.html
http://www.google.com/events/io/2011/sessions.html
20. How?
1. Scan
7. Launch
2. Deep Dive
8. Reviews and Ranking
3. Engage
9. Invest
4. Prioritize
10. Profit!
5. Build
11. More Profit! (aka Learn
- and Repeat)
6. Test and Tune
21. 1. Scan
• Build list of all applicable marketplaces
• See resources link at end
• Seek:
• Minimum initial effort
• Audience appeal
• Addressable market size
22. 2. Deep Dive
• Publisher customer perspective
• Marketplace accessible?
• Promoted by publisher?
• Developer perspective
• Marketing support?
• Developer support?
• API capabilities and quality?
• Terms and conditions
28. 4. Prioritize
• Rank Publishers - and re-rank
• Start at the top
• Parallel tracks?
29. 5. Build
• Minimum Viable Product (that isn’t lame)
• New to APIs and integrations?
• First time is tougher
• OAuth and SSO
• Runscope.com
• Runnable.com
30. 6. Test and Tune
• Closed or Open beta?
• “Reset button” for new user experience testing
• Minimize publisher effort to support you (for now)
31. 7. Launch
• (First: pass Publisher review)
• Quietly
• Provide incredible support
• Communicate personally with all new signups
• Fix issues quickly
• #1 most critical step - maximize your focus
• Bad launch = bad reviews = unhappy Publisher
32. 8. Reviews and Ranking
• Ask for great reviews - Apptentive at 2:15pm!
• Ask for no bad reviews
• Measure and monitor - ChangeDetection.com
• Most marketplaces have no analytics
• Experiment to improve ranking
• Reviews
• Installs (maybe net installs)
• AMO (App Marketplace Optimization)
40. 9. Invest
• Spend social capital to get “featured”
• Spend $ to get promoted
• Advertise
• Content Marketing: Blog posts, videos, case studies
• Co-market and promote with Publisher
• Outsource production?
• More features?
• Careful! Feature work may be easy, but non-productive