appexchange marketing playbook: generate demand

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AppExchange Marketing Playbook Generate Demand John Richter, salesforce.com, Sr. Manager, ISV Success Ellen Wilson, AppExchange Marketing Program @partnerforce

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AppExchange Marketing Playbook: Generate Demand

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Page 1: AppExchange Marketing Playbook: Generate Demand

AppExchange Marketing Playbook Generate Demand

John Richter, salesforce.com, Sr. Manager, ISV Success Ellen Wilson, AppExchange Marketing Program @partnerforce

Page 2: AppExchange Marketing Playbook: Generate Demand

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.

Page 3: AppExchange Marketing Playbook: Generate Demand

Session Goals

Understand the core components of outbound marketing Run PR and social media like a pro

Optimize online marketing with nurture campaigns Take your events to the next level

Learn about the AppExchange Marketing Program (AMP)

Page 4: AppExchange Marketing Playbook: Generate Demand

http://p.force.com/marketing

  Office Hours

  Marketing Best Practices

  Event Management

  AppExchange

  Social Media

  Recorded Training

  Marketing FAQ

Partner Marketing

Page 5: AppExchange Marketing Playbook: Generate Demand

Marketing Strategy

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You want to build a “four wheel drive” strategy

Pull Strategy Build Your Brand

Outbound Marketing Inbound

Marketing

Push Strategy Generate Demand

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Let’s Zoom In

Outbound Marketing Inbound

Marketing

Pull Strategy Build Your Brand

Push Strategy Generate Demand

Page 8: AppExchange Marketing Playbook: Generate Demand

Outbound Marketing

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Here you’re pushing your message to prospects

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

Page 10: AppExchange Marketing Playbook: Generate Demand

Social advertising expands your reach

Social channels are a great place to show your playful side and learn what your customers are thinking

Page 11: AppExchange Marketing Playbook: Generate Demand

Social Media for Partners

http://p.force.com/socialmedia

Page 12: AppExchange Marketing Playbook: Generate Demand

Customize Your ISV Business Org

ISV Business Org •  Leads •  Licenses (LMA) •  Sales (Opportunities) •  Marketing (Campaigns) •  Order Management •  Subscriber Support (LMA) •  Support (Cases)

Page 13: AppExchange Marketing Playbook: Generate Demand

(Good) PR builds awareness and thought leadership

Build buzz around your brand and products and establish yourself as a player in your industry

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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

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Get Social with PR

Press Release: •  49 views •  667 visits

Blog Post: •  4000 views •  15,000 visits

Page 16: AppExchange Marketing Playbook: Generate Demand

Word of mouth is a key driver for AppExchange

43%

of installs on the AppExchange are driven by our community

Page 17: AppExchange Marketing Playbook: Generate Demand

Increase Distribution with Private AppExchange

Salesforce Private AppExchange

2000+ Apps 1-Click Install Identity Branding

The Trusted Corporate App Store •  One-stop shop: Central, private app store simpli!es !nding 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

Mobile Custom

Categories Social

Page 18: AppExchange Marketing Playbook: Generate Demand

Events drive thought leadership and lead generation

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

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Measuring What Counts

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  

Page 21: AppExchange Marketing Playbook: Generate Demand

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

Page 22: AppExchange Marketing Playbook: Generate Demand

Digital marketing allows for amazing targeting

Build your brand and drive demand with SEM/SEO, display, retargeting and pay-per-lead programs

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Page 24: AppExchange Marketing Playbook: Generate Demand

Email marketing works for prospects and customers Communicate and up sell customers and draw prospects further down the funnel

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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.

Page 26: AppExchange Marketing Playbook: Generate Demand

  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

Page 27: AppExchange Marketing Playbook: Generate Demand

Ellen Wilson AppExchange Marketing Program

Page 28: AppExchange Marketing Playbook: Generate 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

Page 29: AppExchange Marketing Playbook: Generate Demand

AppExchange Marketing Program (AMP)

Page 30: AppExchange Marketing Playbook: Generate Demand

AppExchange Marketing Program (AMP)

Fill out the interest form today!

What is the timing on FY15Q1 AMP? • Dec 2013: AMP prospectus out

• Jan 2014: Sales start

• Feb–April 2014: Q1 Program

Do you qualify for AMP? • Revenue sharing (ISV/OEM)

• Average of 4+ star reviews

• Minimum # of reviews depends on package level

http://p.force.com/AMP

Page 31: AppExchange Marketing Playbook: Generate Demand

  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)   Sign up for our next APP Academy – Marketing (Jan. 14 @9am PT)

Putting It All Together

http://p.force.com/marketing

Page 32: AppExchange Marketing Playbook: Generate Demand

http://p.force.com/marketing

  Office Hours

  Marketing Best Practices

  Event Management

  AppExchange

  Social Media

  Recorded Training

  Marketing FAQ

Partner Marketing

Page 33: AppExchange Marketing Playbook: Generate Demand

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

Page 34: AppExchange Marketing Playbook: Generate Demand

Don’t Miss AppBash 2013!

**7pm-9pm is the Partner Appreciation Party Must have Partner or Sponsor Badge to get in

Page 35: AppExchange Marketing Playbook: Generate Demand
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Appendix

Page 38: AppExchange Marketing Playbook: Generate Demand

  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

Page 39: AppExchange Marketing Playbook: Generate Demand

•  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)

Page 40: AppExchange Marketing Playbook: Generate Demand

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

Page 41: AppExchange Marketing Playbook: Generate Demand

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

Page 42: AppExchange Marketing Playbook: Generate Demand

  News   Alerts!   APP Academy   Topics (A-Z)   Links   FAQ

Partner Portal – ISV Partners One-Stop Shop

http://p.force.com/ISV

Page 43: AppExchange Marketing Playbook: Generate Demand

Follow Us on Social Media

Twitter.com/partnerforce Slideshare.net/partnerforce

Facebook.com/Salesforcepartners

http://p.force.com/socialmedia

youtube.com/partnerforce