DF13 - AppExchange Marketing Playbook - Build Your Brand
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This document provides an overview and marketing playbook for partners to build their brand on the AppExchange marketplace. It discusses key components of an effective inbound marketing strategy like understanding your audience, prioritizing key channels, and creating killer content like videos, whitepapers, and customer stories. The playbook also covers optimizing the partner's AppExchange listing with banners, screenshots, videos, and reviews to educate and engage customers. Metrics and programs like the AppExchange Marketing Program are recommended to measure success and accelerate growth.
DF13 - AppExchange Marketing Playbook - Build Your Brand
- 1. AppExchange Marketing Playbook Build Your Brand John Richter, salesforce.com, Sr. Manager, ISV Success @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 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 any litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These 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. Quick Poll Is your app in-market? Yes No
- 4. Session Goals Under the core components of Inbound Marketing Optimize your message and create killer content Create brand excellence for large-scale impact Manage an AppExchange listing that wows Learn about the AppExchange Marketing Program (AMP) Inspire & motivate your marketing team!
- 6. We Put You in the <<< Middle >>> of the Action Largest Software Conference in the World #1 Cloud Enterprise Marketplace in the World 100’s Global Events in 2013
- 7. We ve Enjoyed Success, And So Have Our Partners
- 8. If you don’t have time to do it right, when will you have time to do it over? - Coach John Wooden
- 10. You want to build a four wheel drive strategy Outbound Marketing Inbound Marketing Push Strategy Generate Demand Pull Strategy Build Your Brand
- 11. Let’s Zoom In Outbound Marketing Inbound Marketing Push Strategy Generate Demand Pull Strategy Build Your Brand
- 13. What s the Path to Messaging and Content Success? Who’s your audience? What are your key channels? How do you prioritize? What should be gated?
- 14. Simple Message Salesforce Aloha voice: Be conversational Be direct Be concise Aloha Business-speak
- 15. Aloha #1: Be Conversational Traditional Techno-speak 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. Aloha We get you up and running in no time.
- 16. Aloha #1: Be Conversational Challenge reps with friendly competitions and contests, and broadcast results live on any TV or mobile screen.
- 17. Aloha #2: Be Direct Traditional Techno-speak 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. Aloha Increase performance; keep costs low.
- 18. Aloha #2: Be Direct
- 19. Aloha #3: Be Concise Traditional Techno-speak 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. Aloha Build on anything. Run on everything.
- 20. Aloha #3: Be Concise
- 21. Quick Poll Simple Messaging: Could a 5th grader understand what your app does? Definitely Maybe a really smart 5th grader?! Probably not No way I don t understand the question
- 22. Now Create Your Shareable Content Videos White Papers Customer stories E-Books Infographics Blogs
- 23. Demo Videos are King 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
- 24. Promote Your Videos Everywhere 2,500+ videos in our library 12,000+ video views a day = 70 hyper-efficient reps 46% YouTube 39% Salesforce.com 14% 3rd Party Sites
- 25. Killer Video - Concurforce
- 26. Killer Video - Concurforce Tells a story Simple message 2 different audiences Focuses on the “pain” Never shows the “app” Clever Memorable Short (1:44)
- 27. Quick Poll Our video demo is: Inspiring Exciting Boring Depressing We need a demo video?
- 28. Some Great Content Vendors Demo/Overview Videos Customer Videos eBooks Graphical Design
- 29. AppExchange: Insider s Guide
- 30. • All new design for easy access • Optimized • New for mobile organization by category, industry and collection for easier discovery of apps
- 31. # 1: Create your billboard w/ Banners, Tiles, & Logos NOT
- 32. # 1: Create your billboard w/ Banners, Tiles, & Logos BANNER TILE LOGO
- 33. # 2: Know Your Audience - Messaging • Real benefits • What makes you different? • Does it look cool? Aloha voice: • Conversational • Direct • Concise
- 34. # 3: Educate with Screenshots &Video • Include call-outs on screenshots • Videos less than 2 minutes • Clear workflow • Screenshots should tell a story
- 35. # 3: Educate with Screenshots &Video (tell a story) IN OUT
- 36. # 3: Educate with Screenshots &Video (tell a story) IN OUT
- 37. # 4: Engage the Community with Reviews • Proactively • Engage • Turn request reviews & respond to feedback negatives to positives • Read & respond every day
- 38. # 5: Make it Easy to Try and Buy • 30-day free trial • Provide pricing details • Provide support details • Custom branding (Trialforce) • Checkout
- 39. # 5: Make it Easy to Try and Buy
- 40. Bonus: Measure Success & Iterate Inbound Marketing Pull Strategy Build Your Brand http://p.force.com/analytics
- 41. Kat An AMP Program Coordinator salesforce.com
- 42. 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
- 43. AppExchange Marketing Program (AMP)
- 44. AppExchange Marketing Program (AMP) 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 on FY15Q1 AMP? • Dec 2013: AMP prospectus out • Jan 2014: Sales start • Feb–April 2014: Q1 Program Fill out the interest form today! http://p.force.com/AMP
- 45. Partner Marketing Office Hours Marketing Best Practices Event Management AppExchange Social Media Recorded Training Marketing FAQ http://p.force.com/marketing
- 46. Putting It All Together 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 Use your resources (portal, office hours, AMP) Sign up for our next APP Academy – Marketing (Jan. 14 @9am PT) http://p.force.com/marketing
- 47. 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
- 48. ISV Success Track Plan Build Distribute Sell Support Ready to Partner with Salesforce.com? APP Academy: Getting Started as an ISV Support Your Customers Architect & Design Your Commercial App Distribute & License Your App ISV Roadmap Design Patterns: ISV Recipes for Success Manage Your Business. . . Connected Apps: Design Options Interoperability: Combine Forces Mobile for ISV’s (Part 1): Strategy AppExchange Marketing Playbook: Build Your Brand Avoid Growing Pains: Scale Your App Emerging Technology: - Heroku - Salesforce Communities - Service Cloud - Social & Collaboration Mobile for ISV’s (Part 2): Develop Next Generation UX for Commercial App An Insider’s Guide to Security Review AppExchange Marketing Playbook: Generate Demand Driving Sales Success as an ISV Partner Meet the Power Brokers: VC Panel Get the Guide! http://p.force.com/df13sessions Follow sessions and join the Partner Success Group on
- 49. Don’t Miss AppBash 2013! **7pm-9pm is the Partner Appreciation Party Must have Partner or Sponsor Badge to get in
- 52. Appendix
- 53. 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 www.salesforce.com/behindthecloud
- 54. 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 Lauren Vaccarello is a contributor to the APP Academy. Lauren is the Senior Director of Online Marketing at Salesforce.com where she focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation. Find the book at
- 55. 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
- 56. 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
- 57. 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
- 58. Partner Portal – ISV Partners One-Stop Shop News Alerts! APP Academy Topics (A-Z) Links FAQ http://p.force.com/ISV