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DF13 - AppExchange Marketing Playbook - Build Your Brand
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AppExchange Marketing Playbook Build Your Brand
John Richter, salesforce.com, Sr. Manager, ISV Success @partnerforce
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.
Is your app in-market? Yes No
Quick Poll
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!
Intro & Overview
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
We’ve Enjoyed Success, And So Have Our Partners
If you don’t have time to do it right, when will you have time to do it over?
- Coach John Wooden
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
Inbound Marketing
What’s the Path to Messaging and Content Success?
What are your key
channels? Who’s your
audience?
What should be
gated?
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
Aloha We 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
Aloha Increase 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
Aloha Build on anything. Run on everything.
Aloha #3: Be Concise
Simple Messaging: Could a 5th grader understand what your app does?
De!nitely Maybe a really smart 5th grader?! Probably not No way I 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 page o #1 pipeline and ACV driving asset o 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-ef!cient reps
39% Salesforce.com
14% 3rd Party Sites
Killer Video - Concurforce
Killer Video - Concurforce Tells a story Simple message 2 different audiences Focuses on the “pain” Never shows the “app” Clever Memorable Short (1:44)
Our video demo is: Inspiring Exciting Boring Depressing We need a demo video?
Quick Poll
Some Great Content Vendors
Demo/Overview Videos
eBooks
Customer Videos
Graphical Design
AppExchange: 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
Inbound Marketing
Pull Strategy Build Your Brand
http://p.force.com/analytics
Kat An AMP Program Coordinator
salesforce.com
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!
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
http://p.force.com/AMP
http://p.force.com/marketing
Office Hours
Marketing Best Practices
Event Management
AppExchange
Social Media
Recorded Training
Marketing FAQ
Partner Marketing
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)
Putting It All Together
http://p.force.com/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
Ready to Partner with Salesforce.com? APP Academy: Getting Started as an ISV Architect & Design Your Commercial App Design Patterns: ISV Recipes for Success Connected Apps: Design Options Interoperability: Combine Forces Mobile for ISV’s (Part 1): Strategy Avoid Growing Pains: Scale Your App
Mobile for ISV’s (Part 2): Develop Next Generation UX for Commercial App An Insider’s Guide to Security Review
Distribute & License Your App Manage Your Business. . .
AppExchange Marketing Playbook: Build Your Brand AppExchange Marketing Playbook: Generate Demand Driving Sales Success as an ISV Partner Meet the Power Brokers: VC Panel
Support Your Customers ISV Roadmap
Build Distribute Support Sell Plan
Follow sessions and join the Partner Success Group on
Emerging Technology: - Heroku - Salesforce Communities - Service Cloud - Social & Collaboration
ISV Success Track
Get the Guide! http://p.force.com/df13sessions
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
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
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
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
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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