APP Academy: Marketing (August 7, 2013)

1. APP Academy
Marketing

2. Safe harbor

3. John Richter
Director
Partner Success

4. Virtual Classroom Success!

5. Quick Poll

6. Intro & Overview

7. APPAcademy: Marketing - Vision

8. Session Goals
• Understand marketing 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!

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10. Partners are building their brand,&driving demand

11. If you don’t have time to do
it right, when will you have
time to do it over?
- Coach John Wooden

12. Inbound Marketing
(Build Your Brand)
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
APPAcademy: Marketing (VC)

13. Resources

14. http://p.force.com/marketing
 Office Hours
 Marketing Best Practices
 Event Management
 AppExchange
 Social Media
 Recorded Training
 Marketing FAQ
APPAcademy Module – Partner Marketing

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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

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Find the book at
Read ‘Complete B2B Online Marketing’
by Maura Ginty & Lauren Vaccarello with William Leake

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Work With Your ISV Account Executive (AE)

18. Office Hours

19. Check out The Business App Blog
http://p.force.com/blog
 How To’s
 Technical Best Practices
 Sales Tips
 Marketing Insights
 Thought Leadership
 Industry Trends
 Recommendations
 Program Updates

20. Follow Us on Social Media
Twitter.com/partnerforce
Slideshare.net/partnerforce
Facebook.com/Sale
sforcepartners
http://p.force.com/socialmedia
youtube.com/partnerforce

21. News
Alerts!
APPAcademy
Topics (A-Z)
Links
 FAQ
Partner Portal – ISV Partners One-Stop Shop
http://p.force.com/ISV

22. Coming Soon!
Partner Community
http://partners.salesforce.com/
 Phase 1 (March 24)
Chatter, Education, & News
 Phase 2 (June 2014)
Cases, Search, Console
 More details soon – follow us
@partnerforceon Twitter

23. Marketing Strategy

24. You want to build a “four wheel drive” strategy
Outbound
Marketing Inbound
Marketing

25. Let’s Zoom In
Outbound
Marketing Inbound
Marketing

26. Inbound Marketing
High Impact Messaging & Big Brand

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28. Salesforce Aloha voice:
 Be conversational
 Be direct
 Be concise
Business-speakAloha

29. Aloha

31. Aloha

33. Aloha

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Quick Poll

36. • Videos
• Customer
stories
• Infographics
• White Papers
• E-Books
• Blogs

37. o
o
o

38. 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

39. Which Content Should be Gated?
Demo Videos
Trials
Webinars
ROI Calculators
eBooks
Whitepapers
Social Media Content
Overview Videos
Customer Videos
Preview Content

40. Getting Started: A Content Calendar

41. Demo/Overview Videos
eBooks
Customer
Videos
Graphical
Design

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43. Quick Poll

44. Inbound Marketing
AppExchange Insider’s Guide

45. • All new design for easy access
• Optimized for mobile
• New organization by
category, industry and collection
for easier discovery of apps

46. # 1: Create your billboard w/ Banners, Tiles, & Logos
NOT

47. # 1: Create your billboard w/ Banners, Tiles, & Logos

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# 2: Know Your Audience - Messaging

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# 3: Educate with Screenshots &Video

50. # 3: Educate with Screenshots &Video (tell a story)

51. # 3: Educate with Screenshots &Video (tell a story)

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# 4: Engage the Community with Reviews

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# 5: Make it Easy to Try and Buy

54. # 5: Make it Easy to Try and Buy

55. Bonus: Measure Success & Iterate
Inbound
Marketing

56. Quick Poll

57. Content Cycle

58. Good content pulls in customers and prospects

59. With these in place you can publish your content

60. And promote it to improve reach

61. Once the content is up—join the conversation!

62. As the conversation tails off analyze for ROI

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64. Outbound Marketing

65. Outbound Marketing – Push Strategy
Outbound
Marketing Inbound
Marketing

66. Here you’re pushing your message to prospects

67. Social advertising expands your reach

68. Social Media for Partners

69. Customize Your ISV Business Org
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70. (Good) PR builds awareness and thought leadership

71. Five Best Practices to Move the Needle with PR
1. Build Relationships
2. Identify a Trend
3. Tell a Story
4. Be a Thought Leader
5. Get Social

72. Get Social with PR
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73. Word of mouth is a key driver for AppExchange

74. Increase Distribution with Private AppExchange
Salesforce Private AppExchange
2000+
Apps 1-Click
Install
IdentityBranding
The Trusted Corporate App Store
• One-stop shop: Central, private app store simplifies finding
and accessing apps
• Any cloud app, any device: Supports AppExchange
apps, force.com custom apps, and any other cloud apps
• Instant Access: Salesforce Identity SSO reduces user barriers
Mobile
Custom
Categories Social

75. Events drive thought leadership and lead generation

77. Measuring What Counts
Driving Demand
Leads Generated
Pipe Created
Deals Closed
Brand Impact
Awareness
Social Engagement
Press Interaction
Beyond the Basics
Content Generated
Employees Recruited
Customers Trained

78. Your Event Success Checklist
 Set 3-5 clear demand, brand and “beyond” goals
 Get stakeholder alignment before decision making begins
 Differentiate with clear positioning and a cohesive event experience
 Consider every detail of the attendee experience
 Train your team to be on message and work well together
 Engage early via social media, email, phone, etc.
 Do something cool to stand out
 Create and share great content
 Schedule as many meetings as possible
 Bring your best customer stories to life
 Network all day, every day

79. Digital marketing allows for amazing targeting

81. Email marketing works for prospects and customers

82. Test and Optimize Lead Nurturing (A/B)

83. Quick Poll

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87. AMP – Outbound Co-Sponsored Marketing
Outbound
Marketing Inbound
Marketing

88. AppExchange Marketing Program (AMP)
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89. AMP @ WORK
Bringing Top Partner Customer Success Stories to Life

90. AMP @ WORK
Entertaining and Educating Sales with Top Partners

91. AMP @ WORK
Engaging & Appreciating Customers with Top Partners

92. AMP @ WORK
Raising Awareness & Driving Traffic

93. AMP @ WORK
Raising Awareness & Driving Traffic

94. AMP @ WORK
Raising Awareness & Driving Traffic

95. AMP @ WORK
Raising Awareness & Driving Traffic

96. AMP @ WORK
Getting App Fans Together & Talking

97. AMP Summer ’14 (May – July) is Coming Soon!
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98. Other Sponsorship Opportunities
Salesforce1 World Tour
 10+ cities around the world

Dreamforce
Save the Date: Oct. 13-16, 2014
 Sponsorships now available
partnersuccess@salesforce.com

99. Summary & Survey

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101. Quick Poll