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AppExchange Marketing Program Vision
Accelerate business app partner growth through best-in-class joint marketing programs that engage, inspire, and
transform our shared customers and prospects.
World-class Marketing
Turn-key partner participation
Evergreen content
Engaging campaigns
• Customer-first marketing
• Specifically created for partners
• Leverages Salesforce best practices
• 30+ partners participate each quarter
• Co-marketing where Salesforce leads on execution
• Customer-first thought leadership content
• Long tail effect of campaigns and content
• Positions partner apps for measureable results
• Always on co-marketing awareness for apps
Joint Marketing at Scale, the Salesforce Way
The AppExchange Marketing Program Team
Jenifer HoAppExchange Marketing
Program Lead
Howard ChenManager, AppExchange
Marketing Program
Andrew GothelfManager, AppExchange
Marketing Program
Latrice Barnett (Maternity Leave)
Sr. Manager, AppExchange
Marketing Program
Josie ChilesDirector, AppExchange Marketing Program and
Product Marketing
Connie DeaManager, AppExchange
Product Marketing
Amanda NelsonSr. Manager, AppExchange
Customer Community Marketing
Christine LeeAppExchange Product Marketing and Review
Analyst
AppExchange Leads
Lift in LeadsWith AMPWithout AMP
It’s All About Delivering Results
100+Partners Invested in AMP to date
31K+AMP-Influenced Conversions33%
AppExchange Visits
Lift in VisitsWith AMPWithout AMP
332%
*Data from AMP participation from FY16-FY17
“In the last two years we have seen a 19% increase in customer acquisition. Our participation in AMP is one of the marketing components supporting our growth in the AppExchange marketplace.”Tony Zorc, CEO with Accounting Seed
Accounting Seed increases marketing exposure, lead generation, and product creditably with AMP.• Collaboration with the AMP team helped Accounting Seed
make big changes to their listing and optimize it for maximum conversions.
• AMP influenced a 100% increase in listing activity and a 42% lift in leads leading to more demos and closed deals.
• Revenue increased by 33% YoY.
Changes for FY18 Q1 & Q2
What’s New in Q1 & Q2Invite Only “Themed” Campaign
Always On Campaign
Emerging Partner New Apps Campaign
Industry Page Promotion
Email Promotion
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AMP Campaigns & Packages
AppExchange Marketing Program Packages At-a-GlancePrimary Offer Frequenc
yPrimary Purpose Qualifications Availability
per quarterPrice
“Grow your Sales with Apps” Campaign (Q1 only)
Quarterly Awareness, Demand
Invite only 9 spots (Q1 only)
$65,000
“Drive Business Success with Apps” Campaign (Q2 only)
Quarterly Awareness, Demand
Invite only 9 spots (Q2 only)
$65,000
Always On Campaign Quarterly Awareness, Demand
2+ reviewsRev-sharing ISV
12 spots $30,000
Emerging Partners New Apps Campaign
Quarterly Awareness, Demand
New app in last 12 mosRev-sharing ISV
12 spots $7,500
Home Page 1-Month Promotion Monthly Awareness 5+ reviews 6 spots $10,000Industry Page 3-Month Promotion Quarterly Awareness 2+ reviews 12 spots $5,000Email Promotion One email Awareness,
Demand5+ reviews 21 spots (Q1);
25 spots (Q2)$2,000
App Mavericks Web Chat One video Awareness 2+ reviews 5 spots $7,500
App Talks Customer Interview One video Awareness, Demand
5+ reviews 3 spots $15,000
“Grow your Sales with Apps” Q1 Invite Only Campaign
BenefitHome Page promotion 3 monthsApp tile on rotating home page banner ✔App featured on a Collection Page ✔Gated ebook with opt-in lead share ✔Connected Leaders Customer Webinar w/ opt-in lead share ✔AppExchange Monthly Digest email mention ✔Display & social retargeting ✔Rotating placement on the SFDC HQ kiosks ✔Demo Jam invitation ✔Customer Spotlight invitation ✔
Availability 9 spots – invite onlyPurpose Awareness, DemandTarget Audience SalesInvestment $65,000
DescriptionDo you have an app that helps Sales teams grow? If so, you’ll be considered for our invite-only campaign focusing on apps that help grow Sales from start to finish.
QUALIFICATIONS: Invite only. Salesforce will invite based off quarterly theme.
“Drive Business Success with Apps” Q2 Invite Only Campaign
BenefitHome Page promotion 3 monthsApp tile on rotating home page banner ✔App featured on a Collection Page ✔Gated ebook with opt-in lead share ✔Connected Leaders Customer Webinar w/ opt-in lead share ✔AppExchange Monthly Digest email mention ✔Display & social retargeting ✔Rotating placement on the SFDC HQ kiosks ✔Demo Jam invitation ✔Customer Spotlight invitation ✔
Availability 9 spots – invite onlyPurpose Awareness, DemandTarget Audience Finance, HR, ITInvestment $65,000
DescriptionDo you have an app that helps with back office operations? If so, you’ll be considered for our invite-only campaign focusing on apps that help every department be efficient.
QUALIFICATIONS: Invite only. Salesforce will invite based off quarterly theme.
Always On Campaign
BenefitCategory Page promotion 3 monthsAppExchange Direct Email mention ✔AppExchange Content Collection featured asset 1 monthDisplay & Social retargeting ✔App featured in a playbuzz quiz ✔Demo Jam invitation ✔Customer Spotlight invitation ✔
Availability (max of 3 direct competitors per category) 12 spotsPurpose Awareness, DemandTarget Audience Salesforce customersInvestment $30,000
DescriptionStay top of mind within the Salesforce customer base and community. This campaign presents a great way to have always on coverage across the AppExchange.
QUALIFICATIONS: ISV rev-sharing, 2+reviews, 4+star rating. Max of 3 direct competitors per category.
Emerging Partners New Apps Campaign
BenefitHome Page promotion 1 weekCategory Page promotion 1 monthApp featured on a Collection Page ✔AppExchange Weekly Digest email mention ✔One shared blog post mention ✔App featured in an apptales ✔Demo Jam invitation ✔Customer Spotlight invitation ✔
Availability 12 spotsPurpose Awareness, DemandTarget Audience Salesforce customersInvestment $7,500
DescriptionHave you recently launched a new app on AppExchange? This campaign helps spread the word and drive awareness and leads to your new listing.
QUALIFICATIONS: ISV rev-sharing. App must be a new listing within the last 12 months. Max participation 2 quarters.
AMP Ala Carte Packages
Home Page 1-Month Promotion
BenefitFeatured app rotating on the AppExchange Home page 1 month
Availability 6 spotsPurpose AwarenessTarget Audience Salesforce customersInvestment $10,000
DescriptionPromote your app front and center on the AppExchange home page to active AppExchange users, with our tried and true formula for increasing awareness, listing traffic, and leads.
QUALIFICATIONS: ISV rev-sharing, 5+reviews, 4+star rating. Not available in the same quarter for partner apps participating in the invite-only campaign.
Industry Page 3-Month Promotion
BenefitFeatured app on an AppExchange Industry page 3 monthsAvailable industries:• Healthcare Life Sciences• Financial Services• Professional Services• Manufacturing
Availability (max of 3 direct competitors per industry) 12 spotsPurpose AwarenessTarget Audience Salesforce customersInvestment $5,000
DescriptionPromote your app to your key audience on select AppExchange Industry pages to active AppExchange users to increase awareness, listing traffic, and leads.
QUALIFICATIONS: ISV rev-sharing, 2+reviews, 4+star rating. Max of 3 direct competitors per industry.
Email Promotion
BenefitMention on one of our AppExchange email newsletters 1 email mentionNewsletter types:• Monthly Digest• Weekly Digest • Direct Email
AvailabilityQ1 Q2
21 spots 25 spots
PurposeAwareness,
Demand
Target AudienceSalesforce customers
Investment $2,000
DescriptionGet your app mentioned on one of our popular AppExchange newsletters with over 100K subscribers and growing.
QUALIFICATIONS: ISV rev-sharing, 5+reviews, 4+star rating. Max of 1x email participation per app each quarter.
AMP Content Packages
App Mavericks Web Chat Video
Benefit1 professionally shot App Mavericks video with your top exec and a Salesforce MVP. Promotion supported by paid media.
• 3-4 minute web chat with a Salesforce MVP via high-end web/video conference.
• MVP will help you define your story to help prospects and influencers understand your unique value. 1 video
Availability 5 spotsPurpose AwarenessTarget Audience Salesforce customersInvestment $7,500
DescriptionConnect with a Salesforce MVP or AppExchange All-Star to talk about what makes your product unique and awesome. Plus, share a quick demo of your app.
QUALIFICATIONS: ISV rev-sharing, 2+reviews, 4+star rating.
App Talks Customer Interview Video
Benefit1 professionally shot and produced App Talks video with your customer. Promotion supported by paid media. 1 videoOptions for asset (pick one):• Gated video• Not gated video
Availability 3 spotsPurpose Awareness, DemandTarget Audience Salesforce customersInvestment $15,000
DescriptionPut your customer story front and center. With an app demo and a short interview cameo with your customer, this evergreen content is a perfect customer story to share.
QUALIFICATIONS: ISV rev-sharing, 5+reviews, 4+star rating.
AMP Application Process
Participation Requirements & Consideration
Rev-sharing ISV Partner
Customer Reviews with 4+ stars
New Apps* Limited Competitors**
*Emerging Partners New Apps Campaign only**Always On Campaign and Industry Page 3-Mo Promotion only
Q1 & Q2 Application Process
Review available AMP co-marketing opportunities at p.force.com/amp.
Complete the AMP application by January 24th with packages you’d like to apply for at bit.ly/ampfy18application or here.
Hear back from the AMP team on your application acceptance by Friday, January 27th and esign the contract.
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January
Live Webinar
1/10 1/24
Applications Due
1/27
Acceptance Email
1/30
Signed Contract Due
Packages Announced
1/9 February2/1
Kick-off
Office Hours• January 10th from 4:00 – 5:00 pm PT – bit.ly/ampjan10• January 13th from 9:30 –10:30 am PT – bit.ly/ampjan13• January 17th from 1:00 – 2:00 pm PT – bit.ly/ampjan17• January 20th from 9:30 – 10:30 am PT – bit.ly/ampjan20
Questions? Reach out to the team at [email protected].
Frequently Asked QuestionsQ: Is there a limit to the number of packages we can apply to?A: No, you can apply to a mix of packages that fit your marketing needs.
Q: Can we promote multiple apps or listings?A: Yes, you can promote one app for each AMP package you select. If you’d like to promote a second app, you can apply for an additional AMP package.
Q: Are we eligible for AMP if our app isn’t through security review yet?A: No, your app must pass security review and your listing must be live on the AppExchange before you can participate.
AMP @ WorkHighlights from recent program promotions and content.
AMP @ Work: Featured App on AppExchangeParticipating apps rotate in the Featured Apps sections on the AppExchange Home page, Category, and Industry pages. Apps are also featured in Collection pages.
AMP @ Work: Weekly Digest EmailPromoting apps to partners and customers alongside new apps in our weekly newsletter.
AMP @ Work: Monthly Digest EmailPromoting apps to partners and customers in our monthly themed newsletter.
AMP @ Work: Direct Email Partner apps promoted in a direct email to our AppExchange email subscribers.
AMP @ Work: Connected Leaders WebinarTop of funnel webinar that highlights customer success stories.
AMP @ Work: RetargetingRetargeting campaigns designed to target Salesforce customers and AppExchange users.
Social & Content MarketingSee it all live at appexchangecontent.com
AMP @ Work: Thought Leadership Blog PostsBlogs highlighting great featured apps alongside relevant thought leadership topics.
AMP @ Work: EbookA thought leadership ebook featuring your customer’s stories.
AMP @ Work: App Mavericks Web Chat VideoA video with a Salesforce MVP and one of your execs that features a quick demo of your app.
AMP @ Work: App Talks Customer Interview VideoProfessional video that highlights your customer’s success story.
AMP @ Work: Demo JamMonthly match up that features AppExchange partners presenting their best 3-minute demo competing for the Demo Jam title.
AMP @ Work: Customer Spotlight1-page app stories from Customer Trailblazers that showcase wins.
Influencer MarketingEngaging Salesforce Community Leaders
AMP @ Work: Happy New Year Mailer 850+ customers and partners received our calendar with featured apps and photographs taken by Salesforce User Group Leaders and MVPs.
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