AppExchange Marketing Playbook Generate Demand
John Richter, salesforce.com, Sr. Manager, ISV Success Ellen Wilson, AppExchange Marketing Program @partnerforce
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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)
http://p.force.com/marketing
Office Hours
Marketing Best Practices
Event Management
AppExchange
Social Media
Recorded Training
Marketing FAQ
Partner Marketing
Marketing Strategy
You want to build a “four wheel drive” strategy
Pull Strategy Build Your Brand
Outbound Marketing Inbound
Marketing
Push Strategy Generate Demand
Let’s Zoom In
Outbound Marketing Inbound
Marketing
Pull Strategy Build Your Brand
Push Strategy Generate Demand
Outbound Marketing
Here you’re pushing your message to prospects
Understand trends, create a plan and calendar marketing activities and campaigns
Social advertising expands your reach
Social channels are a great place to show your playful side and learn what your customers are thinking
Social Media for Partners
http://p.force.com/socialmedia
Customize Your ISV Business Org
ISV Business Org • Leads • Licenses (LMA) • Sales (Opportunities) • Marketing (Campaigns) • Order Management • Subscriber Support (LMA) • Support (Cases)
(Good) PR builds awareness and thought leadership
Build buzz around your brand and products and establish yourself as a player in your industry
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
Get Social with PR
Press Release: • 49 views • 667 visits
Blog Post: • 4000 views • 15,000 visits
Word of mouth is a key driver for AppExchange
43%
of installs on the AppExchange are driven by our community
Increase Distribution with Private AppExchange
Salesforce Private AppExchange
2000+ Apps 1-Click Install Identity Branding
The Trusted Corporate App Store • One-stop shop: Central, private app store simpli!es !nding 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
Mobile Custom
Categories Social
Events drive thought leadership and lead generation
Events also give you a great chance to meet with customers and prospects
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
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
Digital marketing allows for amazing targeting
Build your brand and drive demand with SEM/SEO, display, retargeting and pay-per-lead programs
Email marketing works for prospects and customers Communicate and up sell customers and draw prospects further down the funnel
Test and Optimize Lead Nurturing (A/B) Test Email (A) Control Email (B)
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.
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
Read ‘Complete B2B Online Marketing’ by Maura Ginty & Lauren Vaccarello with William Leake
Ellen Wilson AppExchange Marketing Program
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
AppExchange Marketing Program (AMP)
AppExchange Marketing Program (AMP)
Fill out the interest form today!
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
http://p.force.com/AMP
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)
Putting It All Together
http://p.force.com/marketing
http://p.force.com/marketing
Office Hours
Marketing Best Practices
Event Management
AppExchange
Social Media
Recorded Training
Marketing FAQ
Partner Marketing
Cloud Alliance Zone
Mobile Showcase Expert Bar & Community Lounge
Photobooth
Get Inspired Get Tools Build Your Network
Visit the Partner Team in Moscone West - 3rd Floor AppExchange Partner Zone
Don’t Miss AppBash 2013!
**7pm-9pm is the Partner Appreciation Party Must have Partner or Sponsor Badge to get in
Appendix
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
Read ‘Behind the Cloud’ by Marc Benioff
• Validate Your Planned Approach • Layout Your Partnership Options • Work towards a signed Partner Contract • Foster Your Go-to-Market Execution • Network with others
Talk To Your ISV Account Executive (AE)
Office Hours
http://p.force.com/marketing
PR Office Hours:
Dreamforce Office Hours
Marketing Office Hours
Security Review Office Hours: http://p.force.com/security
http://p.force.com/marketing
http://p.force.com/marketing
Check out The Business App Blog
http://p.force.com/blog
How To’s
Technical Best Practices
Sales Tips
Marketing Insights
Thought Leadership
Industry Trends
Recommendations
Program Updates
News Alerts! APP Academy Topics (A-Z) Links FAQ
Partner Portal – ISV Partners One-Stop Shop
http://p.force.com/ISV
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