Behind the Cloud: How Salesforce.com

Became the Leading Cloud ISV

Rachella Grossi

Senior Manager, Partner Marketing & Programs

@partnerforce

in/rachellazg

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

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plans of management for future operations, statements of belief, any statements concerning new, planned, or

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our security measures, 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 non-salesforce.com products, and utilization and selling to larger enterprise customers. Further

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Any unreleased services or features referenced in this or other 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.

We are an ISV:

Evolved from Start-up to the enterprise cloud computing leader

Pioneered marketing formulas….and learned from mistakes!

Learn from Our 13 Years of Marketing Experience

We learned what works:

Right messaging, killer content

Unparalleled lead follow up

Market outreach through new channels

Strategy for press and social media

24/7 demand generation machine

What’s Your Best Path for Marketing Success?

Four Key Marketing Plays for ISV Success

Nail the

Message

Be Part of

Something

Bigger

Get

Social

1 2 3

Optimize Your

Demand

Generation

4

Start With the Right Pitch….

Concrete benefits

Feature level differentiation

User Interface emphasis

Embrace language

The Right Pitch in the Right Voice

Consider our Aloha voice:

Be conversational

Be direct

Be concise

Some Aloha Examples

Be Conversational: We enable collaboration by securely and effectively connecting people

and business information systems within enterprises and across

enterprises.

Collaborate in real time, from anywhere.

Be Direct: Oracle offers a broad portfolio of products and services to enable public,

private, and hybrid clouds that enable customer choice.

Cloud computing makes your business more profitable.

Be Concise: Microsoft is redefining how business solutions empower people for

greater success, predict potential issues and opportunities, and enable

organizations to expand the possibilities for competitive advantage.

Supercharge your sales. Bring social intelligence into your sales process.

Now Create Your Shareable Content

Compelling customer stories

Videos first

Relevant infographics

BMC’s Remedyforce is a Great Example of Dynamic Content

Four Key Marketing Plays for ISV Success

Nail the

Message

Be Part of

Something

Bigger

Get

Social

1 2 3

Optimize Your

Demand

Generation

4

Salesforce.com Has Been Reborn Social

Our Social Enterprise Message is Resonating

Our Lead Message

And Our Customers Are Loving It

The Market Gets It

And Our Customers Want More Social Apps

We’re Looking for the Best Social Enterprise Apps

Now is the Time to Join the Social Revolution

Social Enterprise

is Born

Lip Service From

Dinosaurs

Evolution to Next Cycle

Leaders are Established

Industry Matures

Year 1 Year 3 Year 5 Year 7 Year 9 Year 10

TODAY

Kenandy’s Messaging is Aligned with the Social Enterprise

Four Key Marketing Plays for ISV Success

Nail the

Message

Be Part of

Something

Bigger

Get

Social

1 2 3

Optimize Your

Demand

Generation

4

Engage Your Customers Where They Are

Understand the Relevant Metrics

HubSpot’s Social Media Strategy is Successful

Fresh content

Dynamic assets

High engagement

Four Key Marketing Plays for ISV Success

Nail the

Message

Be Part of

Something

Bigger

Get

Social

1 2 3

Optimize Your

Demand

Generation

4

Events

Integrated

Campaign

Strategy Social Media

Internal

Communications

Website

Advertising

Partnerships

Digital PR

Best Practices for PR Success

1. Reporters are writers -

tell a story

2. Focus on customer

success

3. Make your own metaphors

4. Get social

5. Keep salesforce.com in the loop

Promote Your Videos Everywhere

39% Salesforce.com

46% YouTube

14% 3rd Party Sites

2,500+ videos in our library & 12,000+ video views a day

Drive Interest And Leads With AppExchange

Evaluate SEO/SEM and Retargeting

Constantly measure and improve your SEM

Follow SEO best practices

Use retargeting to drive repeat visits to your site

Visitor comes

to your site

They learn about

your products but

leave before

purchasing

Retargeting displays your ads on sites they

visit later - bringing them back and keeping

your brand or solution top of mind

Build Your Events Strategy

Research top events in your

industry

Identify which events you need

to be at

Don’t Miss Salesforce.com Events

Prospects and current customers

Dreamforce: Annual user group

conference with 45k+ attendees

Cloudforce: Global events with 300-

10,000 attendees

Create Awareness and Demand at Events

Event Success Strategies

Go big or go home

Harness your customers’ positive energy

Every employee on message

Optimize Your Lead Follow Up with Sales

Keys to salesforce.com conversion success

Nurture emails

DNA aligned with sales structure

Lightening quick follow up

Equitable distribution to reps

Clear conversion criteria

Multi-touch approach

Marketing

Success

Map Out Your Path to Marketing Success

Get the right pitch and

voice and produce great

content

Actively participate on

social channels

Combine forces with other leaders

and join the social revolution Nail the Message

Get Social

Be Part of Something Bigger

Goal

Optimize Your

Demand Generation

Deliver ROI with integrated

marketing campaigns

Acromobile Rohit Ambekar Chief Operating Officer

Who is Acromobile?

Founded in September 2009 with HQ in Singapore

Business-to-customer engagement & marketing

2 components:

Nucleus - developed on Force.com

Engage - native iOS & Android apps, Mobile Web &

Desktop

Drive customer Acquisition, Loyalty, Commerce &

support

Frameworks & Modular approach - shorter

development cycle & lower cost

How We Market Ourselves

Build relationships:

– Salesforce.com - event sponsorship, joint CEO roundtables

– Sales leads and referrals to Partner community

Promote charity & social entrepreneurship

Make ourselves as visible as possible:

– Website - case studies & videos

– Sponsorships - TV shows, sporting events, etc.

– Event-based , e.g. Cloudforce Scavenger Hunt

Acromobile Scavenger Hunt

Prize Draw funded by Acromobile

For Visitors - incentive for visitors

to engage with participating

exhibitors

For Exhibitors - free & convenient

way to engage visitors, post-event

marketing

For Salesforce.com - live

demonstration of mobility on

Force.com

Acromobile Scavenger Hunt

Don’t Forget to Submit Your Survey!

Stop by the registration kiosks to complete your

session surveys. We have 200 KeepCups to

give away as well as the chance

to win a $500 iTunes voucher!

Thank you!

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