AppExchange Marketing Program Overview (Spring ’16: February – April 2016 | Summer ’16: May – July 2016)

AppExchange Marketing ProgramProgram Overview Spring ’16: February – April 2016 | Summer ’16: May – July 2016

“I often see a direct and immediate correlation with AMP program elements and inbound leads from the AppExchange.”

- Consistent AMP participant

AppExchange Marketing Program PartnersThank you to 80+ partners who have invested in AMP programs. Accounting SeedAcromobileAdobeAnaplanApttusBigMachinesBizibleBluSynergyBMC RemedyforceBoxCadalysCallidusCloudCanonChannelInsightCipherCloudClickSoftwareCloudCoachCongaContactMonkeyConversica

Cornerstone OnDemandCoveoCRMCultureDemandFarmDocuSignDrawloopEDL/Cloud CrazeEquifaxExperianFairsailFinancialForce.comFive9GainsightGPS DashboardGrooveHeyWireHireVueHooplaiContactinContactInformatica

InsideSalesInsightSquaredJobscienceKimbleKnowledgeTreeLearnSmarterLevelElevenMarketoMindTouchMulesoftMusqotNC SquaredNewVoiceMediaPoint N TimePrecisio Business SolutionsPrintingForLess.com (PFL)ProdlyPROS (Cameleon)QuosalQvidianSAVO

ScreenMagicSeismic SoftwareSelecticaServiceMaxSilanisSilverlineSkuidSpanningSpringCMSteelBrickSurveyMonkeySynetyTalent RoverThe TAS GroupTOA TechnologiesVelocifyVidyardWizelineXactlyYesware

What is the AppExchange Marketing Program?

Our mission is to help our partners:

o Increase demand and awareness.

o Connect with Salesforce customers, prospects, and influencers.

o Get attention through world-class marketing creative execution and expansive reach.

o Align with other, complementary partners through participation in combined promotion opportunities.

o Realize ongoing value through creation of and inclusion in top-notch evergreen content.

Each AMP participant interacts directly with our team to optimize their presence on the AppExchange and make the most of their selected packages. We make a point to test, learn, and listen to feedback so the program constantly evolves to provide increasing value and returns for our partners.

Turnkey promotion and co-marketing opportunities.

0

500

1000

1500

2000

2500

3000 Unique Visitors Listing Activity Lead Activity

AMP co-marketing yields real results.

This partner combined the following packages over multiple quarters to see an incredible, sustained lift in traffic, activity, and leads:

• Home Page Promotion

• Category Promotion

• Retargeting

Actual KPIs from an AMP partner that has leveraged AMP for four quarters.

Source: AppExchange listing results, 2013 – 2015.

+530%+600%

+690%

+1,600%

Audience-first content approach Consulting partner pilot program

Our content and community experts will develop several insightful, engaging themes to appeal to our core audiences through all shared AMP content. We will also work with each promotion and app/partner of the week partner to develop a cohesive plan for every aspect of your package.

We will invite a select group of high-growth Consulting partners with expertise implementing a variety of AppExchange apps to help customers with total business transformation to pilot a few packages.

Emphasis on entry-level pricing 4 new and updated packages

Partners consistently ask us to offer lower-priced packages, so we’re lowering the bar yet again. We’re excited to introduce three new packages with a $5K price point.

New options across the marketing spectrum: AppExchange Connected Leaders webinars, 2-minute demo videos, an updated Awesome App of the Week (formerly Awesome App Spotlight), and a new Awesome Partner of the Week.

What’s New for 2016? Four exciting new developments lead to another round of significant progress.

AppExchange Marketing Program Packages At-a-GlancePackage Primary Purpose Primary KPI Qualifications Capacity Partner Type Price

App Talks Customer Interview Awareness 10K+ video views 5+ reviews 3 ISV, Consulting $20,000 per App Talks

App Mavericks Web Chat Awareness 10K+ video views 2+ reviews 9 ISV, Consulting $7,500 per App Mavericks

2-minute Product Demo Video (new) Awareness/Demand

+15% AppExchange leads 2+ reviews 3 ISV $5,000 per Demo Video

Awesome App of the Week (updated) Awareness/Demand

+10% traffic and activity 2+ reviews 12 ISV $5,000 per quarter

Awesome Partner of the Week (new) Awareness/Demand

+10% traffic and activity 2+ reviews 12 Consulting $5,000 per quarter

Display & Social Retargeting Awareness/Demand

2.5 million+ impressions 10+ reviews 10 ISV, Consulting $20,000 per quarter

AppExchange Connected Leaders Webinar Series (new)

Demand 50+ leads per partner 5+ reviews or 9+ CSAT

3 (per webinar)

ISV, Consulting $5,000 per webinar

AppExchange Category Promotion Demand +20% traffic and activity 5+ reviews 8 ISV $10,000 per quarter

AppExchange Home Page Promotion Demand +25% traffic and activity 10+ reviews 10 ISV $40,000 per quarter

AppExchange Customer Spotlight Awareness Ongoing exposure Strategic, Platinum, Gold partners only

n/a ISV FREE

AppExchange Demo Jam Awareness/Demand

100+ live attendees per event

Strategic, Platinum, Gold partners only

n/a ISV FREE

Qualifications: Revenue-sharing ISV/OEM Partners only. SI partners by invitation-only during pilot quarters. See package details for specific requirements. Customer satisfaction: All partners must have a 4-star or above average review rating and or a 9+ CSAT rating on AppExchange.

You need a little help nailing your story, spreading the word, and getting early leads.

You should consider:

§ 2-minute Product Demo Video

§ Awesome App/Partner of the Week*

§ App Mavericks Web Chat *

You’re ready to pick up the pace and establish your competitive dominance.


§ AppExchange Category Promotion

§ Display & Social Retargeting *

§ AppExchange Connected Leaders Webinar Series *

§ App Talks Customer Video *

§ Awesome App/Partner of the Week*

§ 2-minute Product Demo Video

Your customers love you, your team rocks at converting leads, and you want to be everywhere.


§ AppExchange Home Page Promotion

§ AppExchange Category Promotion

§ App Talks Customer Video *

§ Display & Social Retargeting *

§ AppExchange Connected Leaders Webinar Series *

Get Started ISV and SI Partner

Accelerate GrowthISV and SI Partner

Trumpet SuccessISV and SI Partner

Which packages are right for you? A few recommended packages for typical partner stages.

* Available as a pilot consulting partner package.

AMP PackagesSpring ’16: February – April 2016and Summer ’16: May – July 2016

Overview2016 is the year for video marketing, so make sure your customer story is heard! With an app demo and a short interview cameo with your top executive, this evergreen content is perfect for sharing in long or short form.

Benefits• 1 professionally shot and produced App Talks video with your customer. Optional

demo and executive cameo.• 10-15 minute video shot in the live studio or via high-end web/video conference.• Completely managed by Salesforce, from developing talk track to finished edits.• Video footage will be provided for your preferred use (approval required).

• 1 blog post to promote your App Talks video.• YouTube promotion for your App Talks video.• 3 organic tweets, 1 LinkedIn post and 1 Facebook post promoting content and partner.

Availability• ISV & Consulting Partners.• Max of 3 partners per quarter.• Max of 1 direct competitor per category (i.e., CPQ, Integration, Accounting).

QUALIFICATIONS

5+ Reviews4+ average stars

PRIMARY MEASURE

10K+ views3+ minutes watched on average

PRICE

$20,000Per App Talks

PURPOSE

AwarenessPeer/Advocate marketing

Bottom Line

App Talks Customer Interview

OverviewConnect with a Salesforce MVP or AppExchange All-Star to talk about what makes your product unique and awesome – and share a quick demo. From there, we’ll produce it and get the word out on all of our channels as great evergreen content, prime for ongoing social promotion.

Benefits• 1 professionally shot App Mavericks Web Chat with your top exec and a Salesforce

MVP.• 3-4 minute web chat with a Salesforce MVP via high-end web/video conference.• MVP will help you define your story to help prospects and influencers understand your

unique value.• Video footage will be provided for your preferred use (approval required).

• 1 thought leadership blog post covering topic of web chat, with relevant tie-in, mention, and link to your app.

• YouTube promotion for your App Mavericks.• 3 organic tweets, 1 LinkedIn post and 1 Facebook post promoting content and partner.

Availability• ISV and Consulting Partners.• 9 spots per quarter.• Max of 1 competitors per sub-category (i.e. CPQ, Integration, Accounting).

QUALIFICATIONS


PRICE

$7,500Per App Mavericks

PURPOSE


Bottom Line

App Mavericks Web Chat

PRIMARY MEASURE

10K+ views2+ minutes watched on average

OverviewAwesome gated demos are a top lead source for Salesforce and many of our AppExchange partners. Get our help to develop your two-minute gated demo. We will write the script, work with you to get the right screenshots, and direct the production with a video editor.

Benefits• Deep dive into the features and benefits of your app with the AMP team. • AMP team will interview one of your current customers to hear their perspective.• Complete script highlighting how customers can benefit from using your app. • Once the script is locked and screens are provided, a video editor will produce the

demo video. • Final product will be a high-quality 2-minute product demo video for use on

AppExchange and beyond.

Availability• ISV Partners only.• Max of 3 partners per quarter during pilot period (Spring ’16).• Max of 1 direct competitor per category (i.e., CPQ, Integration, Accounting).

QUALIFICATIONS


PRIMARY MEASURE

15% increaseAppExchange leads

PRICE

$5,000Per Demo Video

PURPOSE

Awesome AssetQuality video production

Bottom Line

2-minute Product Demo Video (new)

OverviewThe Awesome App of the Week package (formerly Awesome App Spotlight) is intended for partners who want to create visibility within Salesforce and our broader community. This is a great way for new apps to get started, or for more established apps to stay top-of-mind. And it’s no longer limited to brand-new partners!

Benefits• Inclusion in the AppExchange Awesome App of the Week Collection

and SlideShare. • One Facebook ad, promoting your app with up to 4 total partners.• One Featured App placement in the AppExchange Weekly Digest. • One month of rotating placement on the all-new 50 Fremont AppExchange

kiosks. • One organic tweet on Awesome App of the Week day.• Chatter to drive internal teammates to join your Org62 Chatter group.• A cohesive theme connects your content over the quarter.

Availability• ISV Partners only.• Max of 1 direct competitor per category (i.e., CPQ, Integration, Accounting).• Max of 12 partners per quarter, first-time partners are given preference.

QUALIFICATIONS


PRIMARY MEASURE

10% increaseEstimated lift in listing traffic & activity

PRICE

$5,000Per listing

PURPOSE


Bottom Line

AppExchange Awesome App of the Week (updated)

OverviewThe Awesome Partner of the week is a companion to the Awesome App of the Week. This package is intended to elevate awareness for consulting partners that help customers succeed through awesome implementations. It can also be useful for ISV Partners with multiple apps.

Benefits• Inclusion in the AppExchange Awesome Consulting Partner of the Week

Collection and SlideShare.• One Facebook ad, promoting your app with up to 4 total partners.• One Featured partner placement in the AppExchange Weekly Digest. • One month of rotating placement on the all-new 50 Fremont AppExchange

kiosks. • One organic tweet on Awesome Partner of the Week day.• Chatter to drive internal teammates to join your Org62 Chatter group.• A cohesive theme connects your content over the quarter.

Availability• Consulting Partners and multi-app ISV Partners.• Max of 1 direct competitor per category (i.e., CPQ, Integration, Accounting).• Max of 12 partners per quarter, first-time partners are given preference.

QUALIFICATIONS


PRICE

$5,000Per listing

PURPOSE


Bottom Line

AppExchange Awesome Partner of the Week (new)

PRIMARY MEASURE

10% increaseEstimated lift in listing traffic & activity

OverviewEasily keep your app top of mind among AppExchange and salesforce.com visitors with our integrated retargeting campaign. Let us manage the creative and placement; you can watch the impressions roll in.

Benefits• 1 set of retargeting ads (includes copywriting and template-based creative).• Placement of all ads across display and social media.• Optimization as needed throughout the quarter.

Availability

• ISV and Consulting Partners.• Max of 10 partners per quarter.• Max of 1 direct competitor per category (i.e., CPQ, Integration, Accounting).

QUALIFICATIONS


PRIMARY MEASURE

2,500,000+Social and display media impressions

PRICE

$20,000Per quarter

PURPOSE

DemandIncrease listing traffic & leads

Bottom Line

Display & Social Retargeting

OverviewInspired by our incredibly popular sessions at Salesforce events, the AppExchange Connected Leaders webinar series will bring app-loving business leaders together to talk about how they're accelerating their businesses by leveraging apps from the AppExchange. Every month, we will host a panel webinar with a Salesforce host and 3-4 customer panelists, and we will curate the best mix based on applications and customer submissions.

Benefits• Opportunity to designate a VP or higher customer speaker who has agreed and has

legal permission to participate on your behalf. Customer must be confirmed, and may speak to your app (or implementation) and 2-3 other apps.

• Co-branding on all promotions and within the webinar registration page. • Opt-in box on the registration page. You will receive contact information for all. • Listing link or offer on the registration confirmation page or email, webinar landing

page, and follow-up email. • 1 thought leadership blog post covering topic of webinar, with relevant tie-in, mention,

and link to your app.• 3 organic tweets, 1 LinkedIn post and 1 Facebook post promoting content and

partners.

Availability• ISV and Consulting Partners – by invitation only. • 3-4 partners per month. Max of 1 direct competitor per category.

QUALIFICATIONS

5+ Reviews4+ average stars(or 9+ CSAT)

PRIMARY MEASURE

50 leadsOpt-in target estimate

PRICE

$5,000Per webinar

PURPOSE

DemandReach attendees who have opted in to learn more

Bottom Line

AppExchange Connected Leaders Webinar Series (new)

Date Topic

Wednesday, February 24th

Apps for Salesforce Admins (Salesforce Admins)

Thursday, March 24th Optimize Sales Operations (Sales Ops/Admins)

Thursday, April 28th Accelerate Your Sales Team (Sales VPs)

Thursday, May 26th Enhance Customer Experience (Service Leaders)

Thursday, June 30th: Enable On-the-Go Productivity (Sales & Service Leaders)

Thursday, July 28th: Connect Your Back Office (CFO/COO/HR)

Webinar Series Schedule (updated):

Request an invitation! Email [email protected]

OverviewStand out in your category with this alternative to the popular Home Page Promotion package. With category placement, emails, and social and blog posts, your app will be harder than ever to miss.

Benefits• 3 months rotating in Featured Apps on AppExchange category & sub-category pages.• 1 Featured App promotion in one issue of the weekly AppExchange Digest. • 1 thought leadership blog post with relevant tie-in, mention, and link to your app.• Organic tweet, LinkedIn post and Facebook post promoting content and partner.• A cohesive theme connects your content over the quarter.

Availability• Max of 8 partners per quarter.• Max of 2 direct competitors per category (i.e., CPQ, Integration, Accounting).• ISV Partners only.

QUALIFICATIONS


PRIMARY MEASURE

20% increaseExpected lift in traffic & activity for new partners

PRICE

$10,000Per quarter

PURPOSE


Bottom Line

AppExchange Category Page Promotion

OverviewPromote your app front and center on the AppExchange Home page to active AppExchange users, with our tried and true formula for increasing awareness, listing traffic, and AppExchange-sourced leads.

Benefits• 3 months rotating in Featured Apps on the AppExchange home page.• 1 Featured App promotion in the AppExchange Monthly Digest.• 1 Featured App promotion in a shared direct email to a select group of AppExchange

newsletter subscribers (target 10K recipients).• 1 thought leadership blog post with relevant tie-in, mention, and link to your app.• Organic tweet, LinkedIn post and Facebook post promoting content and partner.• A cohesive theme connects your content over the quarter.

Availability• Max of 10 partners per quarter.• Max of 2 direct competitors per category (i.e., CPQ, Integration, Accounting).• ISV Partners only.

QUALIFICATIONS


PRIMARY MEASURE

25% increaseExpected lift in traffic & activity for new partners

PRICE

$40,000Per quarter

PURPOSE


Bottom Line

AppExchange Home Page Promotion

OverviewLet us tell your great customer story in a sleek one-pager designed to stand out. We produce 1-2 of these weekly and simply ask you to provide a marquis customer. Then we publish and promote on Salesforce channels.

Benefits• The AMP team interviews a marquis customer of your choice. You secure the customer

and make an intro. We will take it from there.• We create a compelling Customer Story slide highlighting how your customer’s success

is amplified with your app.• Once the story is ready to publish, we share it on all relevant internal ad external

channels, including a SlideShare collection and blog posts to feature collections of complementary stories.

• 1 Organic tweet, 1 LinkedIn post, and 1 Facebook post promoting content and partner.

Availability• AMP team will reach out to partners individually regarding schedule, in order of priority

determined by ISV management.• Available to Gold+ ISV partners only.

QUALIFICATIONS

Gold+ ISVPartners only

PRIMARY MEASURE

Ongoing exposureEvergreen content

PRICE

FREEQualifying partners only

PURPOSE


Bottom Line

AppExchange Customer Spotlight

Customer Spotlight 2015 SlideShare

OverviewOur monthly Demo Jam webinars allow you to connect with the Salesforce community in a fun and unpredictable way – all while driving awareness. Challenge yourself by committing to share your product demo in under 3 minutes! You might win!

Benefits• Show off your coolest use case or most exciting new developments to a live audience

of 100+ attendees in a 3-minute speed demo.• Build a great relationship with your demo coach, a Salesforce MVP or User Group

leader who will help you refine and practice your demo storyline.• 5 Organic tweets, 1 LinkedIn post, 1 Facebook event and 1 Facebook post promoting

content and partner.• Enjoy ongoing social exposure as we record, post, and promote video from each event.

Availability• Max of 7 partners per monthly event.• Max of 1 direct competitor per category (i.e., CPQ, Integration, Accounting).• Available to Gold+ ISV partners only.

QUALIFICATIONS

Gold+ ISVPartners only

PRIMARY MEASURE

100+Live attendees per event

PRICE

FREEQualifying partners only

PURPOSE


Bottom Line

Online Demo Jam Webinar

AppExchange Demo Jam Collection

AMP Application ProcessSteps to apply for AMP, and Frequently Asked Questions

AMP Spring ’16 and Summer ’16 Application Process

1. Make sure YES is the answer to the following questions: Is the app you want to promote in the revenue-sharing ISV/OEM partner program?*

Does your AppExchange listing have a 4-star or greater average rating, or if you are a Consulting partner, a 9+ CSAT score?

Do you meet the review requirements specified for each package?

Are all the graphics, screenshots and copy on your listing professional and compelling?

Is your team ready to receive, sell and service leads from around the world with a heavy US concentration?

2. If you answered YES to all of the above: Complete the AMP Spring ’16 and Summer ’16 Application via e-signature or download and email it to [email protected].

We encourage you to submit your application ASAP to secure a spot.

3. We will let you know if your application has been accepted within within 5 business days.

* Not applicable for Consulting partners

Three simple steps:

Frequently Asked Questions

Q: Is there a limit to the number of packages we can buy? A: No, the beauty of this round of AMP packages is that you can mix and match to fit your marketing needs!

Q: Can we promote multiple apps or listings? A: You may promote one app or listing for each AMP package you select. (If you purchase 2 packages, you can promote 2 separate apps or listings).

Q: What metrics will be provided? How often?A: Depending on your package, you will receive weekly or monthly status updates on KPIs defined at the beginning of the program. Every partner will receive a quarter-end report.

Q: Are we eligible for AMP if our app isn’t through security review yet, or if our listing is not yet live, but should be during the quarter?A: Your app must pass security review, and your listing must be live on the AppExchange, with at least 2 reviews, before you can participate in AMP.

Q: Can we sign up if we don’t meet the full review requirements yet but have customers that have promised to write reviews?A: You may submit an application but keep in mind that priority will be given to apps that meet the qualifications.

More questions? Email [email protected]

AMP @ WorkAppExchange Marketing Program Partner Promotions, to AMP Winter ’15

AppExchange PromotionPromoting apps to active AppExchange users

AMP @ Work: Featured Apps on AppExchangeParticipating apps rotate in the Featured Apps section of the AppExchange home page.

AMP @ Work: Monthly Digest EmailPromoting apps to partners and customers in monthly newsletters. (November 2015 shown)

AMP @ Work: Monthly Digest EmailPromoting apps to partners and customers in monthly newsletters. (July 2015 shown)

AMP @ Work: Monthly Digest EmailPromoting apps to partners and customers in monthly newsletters. (February 2015 shown)

AMP @ Work: Direct Email PromotionsPartner apps promoted in a direct email to the AppExchange email list. (January 2016)

AMP @ Work: Direct Email PromotionsPartner apps promoted in a direct email to the AppExchange email list. (June 2015)

AMP @ Work: Category Campaign BlogsBlogs highlighting great featured apps in key AppExchange categories.

AMP @ Work: RetargetingRetargeting campaign designed and delivered by Salesforce.

AMP @ Work: Awesome App SpotlightTop-of-mind awareness campaign for new apps, designed and delivered by Salesforce.

Social & Content MarketingSee it all live: https://storify.com/AppExchangeAMP/appexchange-social-content

AMP @ Work: App Talks Customer InterviewWorkfront shares how they increase conversions with inContact and Salesforce.

AMP @ Work: App Talks Customer InterviewAesynt increases customer engagement time with Salesforce and Apttus.

AMP @ Work: App Mavericks Web ChatsGeraldine Gray, Salesforce MVP, chats with Paul Jarman from inContact.

AMP @ Work: App Mavericks Web ChatsGeraldine Gray, Salesforce MVP chats with Brad Williams from SteelBrick.

AMP @ Work: Demo JamOur monthly webinar featuring AppExchange partners competing for the best 3-minute demo.

AMP @ Work: Customer SpotlightCelebrating customer success with AMP partners.

Influencer MarketingEngaging Salesforce Community Leaders

AMP @ Work: 2016 Happy New Year Customer Mailer550+ customers and partners received our “App-Inspired Holidays” calendar with featured apps.

thank y u

Technology

AppExchange Marketing Program Overview (Spring ’16: February – April 2016 | Summer ’16: May – July 2016)