AppExchange Marketing Playbook: Generate Demand

1. AppExchange Marketing Playbook
Generate Demand
John Richter, salesforce.com, Sr. Manager, ISV Success
Ellen Wilson, AppExchange Marketing Program
@partnerforce

2. Safe harbor
Safe harbor statement 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 forwardlooking 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 nonsalesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial
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available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

3. Session Goals
Understand the core components of outbound marketing
Run PR and social media like a pro
Optimize online marketing with nurture campaigns
Take your events to the next level
Learn about the AppExchange Marketing Program (AMP)

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

5. Marketing Strategy

6. You want to build a four wheel drive strategy
Outbound
Marketing
Inbound
Marketing
Push Strategy
Generate Demand
Pull Strategy
Build Your Brand

7. Let’s Zoom In
Outbound
Marketing
Inbound
Marketing
Push Strategy
Generate Demand
Pull Strategy
Build Your Brand

8. Outbound Marketing

9. Here you’re pushing your message to prospects
Understand
trends, create
a plan and
calendar
marketing
activities and
campaigns

10. Social advertising expands your reach
Social channels are a great
place to show your playful
side and learn what your
customers are thinking

11. Social Media for Partners
http://p.force.com/socialmedia

12. Customize Your ISV Business Org
ISV Business Org
• Leads
• Licenses (LMA)
• Sales (Opportunities)
• Marketing (Campaigns)
• Order Management
• Subscriber Support (LMA)
• Support (Cases)

13. (Good) PR builds awareness and thought leadership
Build buzz around your brand and
products and establish yourself as a
player in your industry

14. 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

15. Get Social with PR
Press Release:
• 49 views
• 667 visits
Blog Post:
• 4000 views
• 15,000 visits

16. Word of mouth is a key driver for AppExchange
43%
of installs on the AppExchange
are driven by our community

17. Increase Distribution with Private AppExchange
Salesforce Private AppExchange
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
Branding
Custom
Categories
2000+ Apps
1-Click Install
Identity
Mobile
Social

18. Events drive thought leadership and lead generation
Events also give you a great
chance to meet with
customers and prospects

20. Measuring What Counts
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

21. 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

22. Digital marketing allows for amazing targeting
Build your brand and
drive demand with
SEM/SEO, display,
retargeting and payper-lead programs

24. Email marketing works for prospects and customers
Communicate and
up sell customers
and draw prospects
further down the
funnel

25. Test and Optimize Lead Nurturing (A/B)
Test Email (A)
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.
Control Email (B)

26. Read ‘Complete B2B Online Marketing’
by Maura Ginty & Lauren Vaccarello with William Leake
 Understanding B2B Online Marketing
 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

27. Ellen Wilson
AppExchange Marketing Program

28. AppExchange Marketing Program (AMP)
What is AMP?
• Co-marketing engine to accelerate partner growth
• Unprecedented visibility within Salesforce ecosystem
• Focus on driving traffic and leads
Excellent initial feedback!
“AMP cranked up our traffic and leads!”
-Ken McElrath, CEO, Skuid
“Our AMP participation had a variety of benefits. One of the many was a significant increase in
traffic and reviews.”
-Andy Turman, Co-founder & Marketing, Bizible

29. AppExchange Marketing Program (AMP)

30. AppExchange Marketing Program (AMP)
What is the timing on FY15Q1 AMP?
• Dec 2013: AMP prospectus out
• Jan 2014: Sales start
• Feb–April 2014: Q1 Program
Do you qualify for AMP?
• Revenue sharing (ISV/OEM)
• Average of 4+ star reviews
• Minimum # of reviews depends on package level
Fill out the interest form today!
http://p.force.com/AMP

31. Putting It All Together
 Use a “push” and a “pull” strategy, planning is key
 Your ISV 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 (portal, office hours, AMP)
 Sign up for our next APP Academy – Marketing (Jan. 14 @9am PT)
http://p.force.com/marketing

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

33. AppExchange Partner Zone
Visit the Partner Team in Moscone West - 3rd Floor
Get Inspired
Mobile Showcase
Get Tools
Cloud Alliance
Zone
Build Your Network
Expert Bar &
Community Lounge
Photobooth

34. Don’t Miss AppBash 2013!
**7pm-9pm is the Partner Appreciation Party
Must have Partner or Sponsor Badge to get in

37. Appendix

38. Read ‘Behind the Cloud’ by Marc Benioff
 Startup Inspiration
 Industry Expertise
 Sales Strategy
 Marketing Best Practices
 Technical Wisdom
 Event Planning
 Product Launch
 Financing
 Corporate Philanthropy
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

39. Talk To Your ISV Account Executive (AE)
• Validate Your Planned Approach
• Layout Your Partnership Options
• Work towards a signed Partner Contract
• Foster Your Go-to-Market Execution
• Network with others

40. Office Hours
Dreamforce Office Hours
http://p.force.com/marketing
Marketing Office Hours
http://p.force.com/marketing
PR Office Hours:
http://p.force.com/marketing
Security Review Office Hours:
http://p.force.com/security

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

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

43. Follow Us on Social Media
Twitter.com/partnerforce
Slideshare.net/partnerforce
Facebook.com/
Salesforcepartners
youtube.com/partnerforce
http://p.force.com/socialmedia