AppExchange Marketing Playbook: Generate Demand
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This document provides an overview of outbound marketing strategies for AppExchange partners. It discusses generating demand through social advertising, public relations, events, digital marketing, and email marketing. It also covers measuring marketing success, best practices for events, and the AppExchange Marketing Program for partner promotion. Safe harbor statements are included at the beginning regarding forward-looking statements.
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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 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. 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
- 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
- 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