APP Academy: Marketing (Virtual Classroom)

@partnerforce

APP Academy Market

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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended July 31, 2012. This 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.

Instructors

Rajiv Patel Program Coordinator Partner Community Salesforce Partner Program

John Richter Director Partner Community Salesforce Partner Program

Benefits Pre-Work Live Event Post-Work

Discussion Question Panel

Parking Lot

Quick Polls Vote Early & Often

Real-time Feedback

Stay Focused Stay Engaged Stay on Time

Virtual Classroom Success!

Resources APP Academy (Online) – http://p.force.com/appacademy ISV Guide – http://p.force.com/guide

Is your app in-market? Yes No

Quick Poll

Introduction & Overview

APP Academy: Marketing - Vision

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

Salesforce 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.com Steve 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

Ø  Office Hours

Ø  Marketing Best Practices

Ø  Event Management

Ø  AppExchange

Ø  Social Media

Ø  Recorded Training

Ø  Marketing FAQ

Partner Marketing Resources

§  New Technology Model (Cloud)

§  New Business Model (Pay As You Go)

§  New Philanthropic Model (1-1-1)

§  Startup Inspiration

§  Industry Expertise

§  Sales Strategy

§  Marketing Best Practices

§  Technical Wisdom

§  Event Planning

§  Product Launch

§  Financing

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

Work With Your Partner Account Manager (ISV)

Office Hours

Dreamforce Office Hours

Partner Marketing Power Hour

http://p.force.com/officehours

Security Review Office Hours

Partner Marketing Power Hour Jam-packed hour of marketing insight and information

http://p.force.com/powerhour

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

Partner Community Is Now Live For All Partners!

PARTNERS – Login Process

Go To http://partners.salesforce.com/ Select ‘Join Now’. Use your Salesforce org + Partner Portal login.

You’re In! Welcome to the Partner Community!

This is a ONE-TIME step. Need Help? Go to http://p.force.com/signup for an additonal help.

Follow the ‘Official: Partner Community’ Chatter Group Select ‘Email Daily Digest’ to receive program updates

http://partners.salesforce.com/

Follow Us on Social Media

Twitter.com/partnerforce

Slideshare.net/partnerforce

Facebook.com/Salesforcepartners

http://p.force.com/socialmedia

youtube.com/partnerforce

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


Marketing



Inbound Marketing High Impact Messaging and Big Brand Excellence

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?

Definitely 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-efficient reps

39% Salesforce.com

14% 3rd Party Sites

Which Content Should be Gated?

Demo Videos Trials

Webinars ROI Calculators

eBooks Whitepapers

Social Media Content Overview Videos Customer Videos Preview Content

The Power of Earned Media / Content

Paid Owned Earned

Banners Display

SEM / Paid Search

Sponsorship

Website / Social Properties

Demo Videos / Trials Webinars

ROI Calculators eBooks /Whitepapers

Social Feedback Customer Reviews Forum Discussion

Unpaid Media Coverage Word of Mouth

Getting Started: A Content Calendar

Some Great Content Vendors

Demo/Overview Videos

eBooks

Customer Videos

Graphical Design

Our video demo is: Inspiring Exciting Boring Depressing We need a demo video?

Quick Poll

Inbound Marketing 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


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

A week ago A month ago 6 months ago Over a year ago We should make changes to our listing?

Quick Poll

Inbound Marketing Pull Strategy – Content Management

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

Infographics

Case studies PR 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 Content Management to drive your messaging

Putting It All Together – Inbound Marketing

http://p.force.com/marketing

Outbound Marketing

Outbound Marketing – Push Strategy


Marketing



Here you’re pushing your message to prospects

Understand trends, create a plan and calendar marketing activities and campaigns

Social media can expand reach & amplify earned content

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 Business Org

Business Org •  Leads •  Licenses (LMA) •  Sales (Opportunities) •  Campaign Management •  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

http://p.force.com/pr

Get Social with PR

Press Release: •  49 views •  667 visits

Blog Post: •  4,000 views •  15,000 visits

Word of mouth is a key driver for AppExchange

43%

of installs on the AppExchange are driven by our community

Events drive thought leadership and lead generation

Events also give you a great chance to meet with customers and prospects

Measuring What Counts - Events

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 q  Set 3-5 clear demand, brand and “beyond” goals q  Get stakeholder alignment before decision making begins q  Differentiate with clear positioning and a cohesive event experience q  Consider every detail of the attendee experience q  Train your team to be on message and work well together q  Engage early via social media, email, phone, etc. q  Do something cool to stand out q  Create and share great content q  Schedule as many meetings as possible q  Bring your best customer stories to life q  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 website Facebook Twitter LinkedIn YouTube

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 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 (Partner Community, Office Hours, AMP)

Putting It All Together – Outbound Marketing

AppExchange Marketing Program

AMP – Outbound Co-Sponsored Marketing


Marketing



The AppExchange Marketing Program (AMP) is a game-changing co-marketing engine designed to accelerate growth for AppExchange partners.

AppExchange Marketing Program (AMP)  Turnkey promotion and co-marketing opportunities for revenue-sharing partners.

Partners invest in AMP to: •  Increase awareness and demand. •  Create meaningful connections with Salesforce

customers, prospects, and sales. •  Leverage Salesforce’s brand power and world-class

marketing.

http://p.force.com/AMP

AMP @ WORK Bringing Top Partner Customer Success Stories to Life

AMP @ WORK Entertaining and Educating Sales with Top Partners

AMP @ WORK Engaging & Appreciating Customers with Top Partners

AMP @ WORK Raising Awareness & Driving Traffic




AMP @ WORK Getting App Fans Together & Talking

AMP Qualifications

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

Questions? [email protected]

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 of AMP? •  Submissions are accepted quarterly

•  Review the AMP Education page for details

http://p.force.com/AMP

Other Sponsorship Opportunities Salesforce1 World Tour Ø  10+ cities around the world Ø  [email protected]

Dreamforce Ø  Save the Date: Sept. 15-18, 2015 Ø  Sponsorships now available Ø  [email protected]

http://p.force.com/sponsorships

Summary & Survey

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!

http://p.force.com/appmarketingsurvey

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Quick Poll

Please complete by the end of this week (Friday)

http://p.force.com/appmarketingsurvey

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