DF13 - AppExchange Marketing Playbook - Build Your Brand

AppExchange Marketing Playbook Build Your Brand

John Richter, salesforce.com, Sr. Manager, ISV Success @partnerforce

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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


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.


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.


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


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



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


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


PR Office Hours:

Dreamforce Office Hours

Marketing Office Hours

Security Review Office Hours: http://p.force.com/security



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