APP Academy: Marketing (August 7, 2013)

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APP AcademyMarketing

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Presenter

John RichterDirector

Partner Success

BenefitsPre-Work

Live EventPost-Work

DiscussionQuestion Panel

Parking Lot

Quick PollsVote Early & OftenReal-time Feedback

Stay FocusedStay EngagedStay on Time

Virtual Classroom Success!

ResourcesAPP Academy (Online) – http://p.force.com/appacademyAPP Academy (Virtual Classroom) – http://p.force.com/virtualOpen ISVforce Guide – http://p.force.com/guide

Is your app in-market?YesNo

Quick Poll

Intro & Overview

APP Academy: Marketing - Vision

The APP Academy: Marketing represents a collection of our best practices and lessons learned,

from salesforce.com , our AppExchange Partner Program, and

from our most successful partners.

Session Goals

• Understand marketing resources and tools

• Simplify your message and create killer content

• Create brand excellence for large-scale impact

• Manage an AppExchange listing that wows

• Use social media to increase scale

• Lead inspired campaigns and run PR like a pro

• Modernize online marketing and take your events to the next level

• Inspire & motivate your marketing team!

We’ve Enjoyed Success, And So Have Our Partners

Partners are building their brand, & driving demand

From the page. . .

. . .to the stage!

Blog Post from Jeremy Roche, CEO of

FinancialForce.comSteve Singh, CEO of

Concur, onstage with Marc

If you don’t have time to do it right, when will you have time to do it over?

- Coach John Wooden

Inbound Marketing

(Build Your Brand)

Overview

Resources

AMP

High Impact Message

AppExchange

Content Cycle

Break

Outbound Marketing

(Generate Demand)

Planning

Social Media

Campaigns

PR

Word of Mouth

Events

Digital Marketing

Email

APP Academy: Marketing (VC)

Resources

http://p.force.com/marketing

Office Hours

Marketing Best Practices

Event Management

AppExchange

Social Media

Recorded Training

Marketing FAQ

APP Academy Module – Partner Marketing

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

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

• Validate Your Planned Approach• Layout Your Partnership Options• Work towards a signed Partner Contract

• Foster Your Go-to-Market Execution• Network with others

Work With Your ISV Account Executive (AE)

Office Hours

http://p.force.com/marketing

PR Office Hours

Dreamforce Office Hours

Marketing Office Hours

Security Review Office Hourshttp://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

Follow Us on Social Media

Twitter.com/partnerforce

Slideshare.net/partnerforce

Facebook.com/Salesforcepartners

http://p.force.com/socialmedia

youtube.com/partnerforce

News

Alerts!

APP Academy

Topics (A-Z)

Links

FAQ

Partner Portal – ISV Partners One-Stop Shop

http://p.force.com/ISV

Coming Soon! Partner Community

http://partners.salesforce.com/

Phase 1 (March 24)

Chatter, Education, & News

Phase 2 (June 2014)

Cases, Search, Console

More details soon – follow us

@partnerforce on Twitter

Marketing Strategy

You want to build a “four wheel drive” strategy

Pull StrategyBuild Your Brand

OutboundMarketing Inbound

Marketing

Push StrategyGenerate Demand

Let’s Zoom In

OutboundMarketing Inbound

Marketing

Pull StrategyBuild Your Brand

Push StrategyGenerate Demand

Inbound MarketingHigh Impact Messaging & Big Brand

What’s the Path to Messaging and Content Success?

What are your key channels

?Who’s your

audience?

What should

be gated?

What is

your

voice?Are you

differentiated?

How do you

prioritize?

Simple Message

Salesforce Aloha voice: Be conversational

Be direct

Be concise

Business-speak

Aloha

Aloha #1: Be Conversational

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.

Traditional Techno-speak

AlohaWe get you up and running in no time.

Aloha #1: Be Conversational

Challenge reps with friendly competitions and contests, and broadcast results live on any TV or mobile screen.

Aloha #2: Be Direct

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.

Traditional Techno-speak

AlohaIncrease performance; keep costs low.

Aloha #2: Be Direct

Aloha #3: Be Concise

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.

Traditional Techno-speak

AlohaBuild on anything. Run on everything.

Aloha #3: Be Concise

Simple Messaging: Could a 5th grader understand what your app does?

DefinitelyMaybe a really smart 5th grader?!Probably notNo wayI don’t understand the question

Quick Poll

Now Create Your Shareable Content

• Videos

• Customer stories

• Infographics

• White Papers

• E-Books

• Blogs

Demo Videos are King for Salesforce

o Always the highest exposure asset on every Salesforce product pageo #1 pipeline and ACV driving asseto Often drives 60-70% of online pipeline and ACV per app

Promote Your Videos Everywhere

46%YouTube

2,500+ videos in our library 12,000+ video views a day = 70 hyper-efficient

reps

39%Salesforce.com

14%3rd Party Sites

Which Content Should be Gated?

Demo VideosTrials

WebinarsROI Calculators

eBooksWhitepapers

Social Media Content

Overview VideosCustomer VideosPreview Content

Getting Started: A Content Calendar

Some Great Content Vendors

Demo/Overview Videos

eBooks

Customer Videos

Graphical Design

Killer Video - Concurforce

Tells a story Simple message 2 different audiences Focuses on the “pain” Never shows the “app” Solves a problem Memorable Short (1:44)

Our video demo is:

InspiringExcitingBoringDepressingWe need a demo video?

Quick Poll

Inbound MarketingAppExchange Insider’s Guide

• All new design for easy access

• Optimized for mobile

• New organization by category, industry and collection for easier discovery of apps

# 1: Create your billboard w/ Banners, Tiles, & Logos

NOT

# 1: Create your billboard w/ Banners, Tiles, & Logos

BANNER

TILE

LOGO

• Real benefits

• What makes you different?

• Does it look cool?

Aloha voice:

• Conversational

• Direct

• Concise

# 2: Know Your Audience - Messaging

• Include call-outs on screenshots

• Videos less than 2 minutes

• Clear workflow

• Screenshots should tell a story

# 3: Educate with Screenshots &Video

# 3: Educate with Screenshots &Video (tell a story)

IN OUT

# 3: Educate with Screenshots &Video (tell a story)

IN OUT

• Proactively request reviews

• Engage & respond to feedback

• Turn negatives to positives

• Read & respond every day

# 4: Engage the Community with Reviews

• 30-day free trial

• Provide pricing details

• Provide support details

• Custom branding (Trialforce)

• Checkout

# 5: Make it Easy to Try and Buy

# 5: Make it Easy to Try and Buy

Bonus: Measure Success & Iterate

InboundMarketing

Pull StrategyBuild Your Brand

http://p.force.com/analytics

When was the last time you made a substantive change to your AppExchange listing?

A week agoA month ago6 months agoOver a year agoWe should make changes to our listing?

Quick Poll

Content Cycle

Research and write great content and lay it out in a visually compelling way

E-books

Infographics

Case studiesPR stats

Whitepapers

Good content pulls in customers and prospects

Publish the content via the “rule of 5.” Distributing across at least 5 channels

With these in place you can publish your content

Promote the content through in-channel campaigns

And promote it to improve reach

Monitor channels for conversation and dialogue with customers and prospects

Once the content is up—join the conversation!

Analyze ROI to determine where we can reinvest and to ensure efficient campaign spend

As the conversation tails off analyze for ROI

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

Maintain a compelling AppExchange Listing & website

Use the Content Cycle to drive your messaging

Putting It All Together – Inbound Marketing

http://p.force.com/marketing

Outbound Marketing

Outbound Marketing – Push Strategy

OutboundMarketing Inbound

Marketing

Pull StrategyBuild Your Brand

Push StrategyGenerate Demand

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

InstallIdentityBranding

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

MobileCustom

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 GeneratedPipe CreatedDeals Closed

Brand Impact

AwarenessSocial EngagementPress Interaction

Beyond the Basics

Content GeneratedEmployees 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.

We generate the most buzz using:Our own websiteFacebookTwitterLinkedInYouTube

Quick Poll

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

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)

Putting It All Together – Outbound Marketing

http://p.force.com/marketing

AppExchange Marketing Program (AMP)

AMP – Outbound Co-Sponsored Marketing

OutboundMarketing Inbound

Marketing

Pull StrategyBuild Your Brand

Push StrategyGenerate Demand

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

AMP @ WORKBringing Top Partner Customer Success Stories to Life

AMP @ WORKEntertaining and Educating Sales with Top Partners

AMP @ WORKEngaging & Appreciating Customers with Top Partners

AMP @ WORKRaising Awareness & Driving Traffic

AMP @ WORKRaising Awareness & Driving Traffic

AMP @ WORKRaising Awareness & Driving Traffic

AMP @ WORKRaising Awareness & Driving Traffic

AMP @ WORKGetting App Fans Together & Talking

AMP Summer ’14 (May – July) is Coming Soon!

Watch the replay, view the prospectus, fill out the interest form!

Questions? ampteam@salesforce.com

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?• Summer ‘14 Prospectus late March/early April

• Summer ‘14 Overview and Q&A Webinar (April 8)

http://p.force.com/AMP

Other Sponsorship Opportunities

Salesforce1 World Tour 10+ cities around the world

partnersuccess@salesforce.com

Dreamforce

Save the Date: Oct. 13-16, 2014

Sponsorships now available

partnersuccess@salesforce.com

Summary & Survey

http://p.force.com/marketing

Office Hours

Marketing Best Practices

Event Management

AppExchange

Social Media

Recorded Training

Marketing FAQ

Partner Marketing

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