app academy: marketing (august 7, 2013)
DESCRIPTION
APP Academy: Marketing (August 7, 2013)TRANSCRIPT
@partnerforce
APP AcademyMarketing
Safe harborSafe 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.
Presenter
John RichterDirector
Partner Success
BenefitsPre-Work
Live EventPost-Work
DiscussionQuestion Panel
Parking Lot
Quick PollsVote Early & OftenReal-time Feedback
Stay FocusedStay EngagedStay on Time
Virtual Classroom Success!
ResourcesAPP Academy (Online) – http://p.force.com/appacademyAPP Academy (Virtual Classroom) – http://p.force.com/virtualOpen ISVforce Guide – http://p.force.com/guide
Is your app in-market?YesNo
Quick Poll
Intro & Overview
APP Academy: Marketing - Vision
The APP Academy: Marketing represents a collection of our best practices and lessons learned,
from salesforce.com , our AppExchange 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.comSteve 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
APP Academy: Marketing (VC)
Resources
http://p.force.com/marketing
Office Hours
Marketing Best Practices
Event Management
AppExchange
Social Media
Recorded Training
Marketing FAQ
APP Academy Module – Partner Marketing
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
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
• 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 ISV Account Executive (AE)
Office Hours
http://p.force.com/marketing
PR Office Hours
Dreamforce Office Hours
Marketing Office Hours
Security Review Office Hourshttp://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
Follow Us on Social Media
Twitter.com/partnerforce
Slideshare.net/partnerforce
Facebook.com/Salesforcepartners
http://p.force.com/socialmedia
youtube.com/partnerforce
News
Alerts!
APP Academy
Topics (A-Z)
Links
FAQ
Partner Portal – ISV Partners One-Stop Shop
http://p.force.com/ISV
Coming Soon! Partner Community
http://partners.salesforce.com/
Phase 1 (March 24)
Chatter, Education, & News
Phase 2 (June 2014)
Cases, Search, Console
More details soon – follow us
@partnerforce on Twitter
Marketing Strategy
You want to build a “four wheel drive” strategy
Pull StrategyBuild Your Brand
OutboundMarketing Inbound
Marketing
Push StrategyGenerate Demand
Let’s Zoom In
OutboundMarketing Inbound
Marketing
Pull StrategyBuild Your Brand
Push StrategyGenerate Demand
Inbound MarketingHigh Impact Messaging & Big Brand
What’s the Path to Messaging and Content Success?
What are your key channels
?Who’s your
audience?
What should
be gated?
What is
your
voice?Are you
differentiated?
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
AlohaWe 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
AlohaIncrease 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
AlohaBuild on anything. Run on everything.
Aloha #3: Be Concise
Simple Messaging: Could a 5th grader understand what your app does?
DefinitelyMaybe a really smart 5th grader?!Probably notNo wayI 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 pageo #1 pipeline and ACV driving asseto 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 VideosTrials
WebinarsROI Calculators
eBooksWhitepapers
Social Media Content
Overview VideosCustomer VideosPreview Content
Getting Started: A Content Calendar
Some Great Content Vendors
Demo/Overview Videos
eBooks
Customer Videos
Graphical Design
Killer Video - Concurforce
Tells a story Simple message 2 different audiences Focuses on the “pain” Never shows the “app” Solves a problem Memorable Short (1:44)
Our video demo is:
InspiringExcitingBoringDepressingWe need a demo video?
Quick Poll
Inbound MarketingAppExchange 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
InboundMarketing
Pull StrategyBuild Your Brand
http://p.force.com/analytics
When was the last time you made a substantive change to your AppExchange listing?
A week agoA month ago6 months agoOver a year agoWe should make changes to our listing?
Quick Poll
Content Cycle
Research and write great content and lay it out in a visually compelling way
E-books
Infographics
Case studiesPR 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 the Content Cycle to drive your messaging
Putting It All Together – Inbound Marketing
http://p.force.com/marketing
Outbound Marketing
Outbound Marketing – Push Strategy
OutboundMarketing Inbound
Marketing
Pull StrategyBuild Your Brand
Push StrategyGenerate Demand
Here you’re pushing your message to prospects
Understand trends, create a plan and calendar marketing activities and campaigns
Social advertising expands your reach
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 ISV Business Org
ISV Business Org• Leads
• Licenses (LMA)• Sales (Opportunities)• Marketing (Campaigns)
• 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
Get Social with PR
Press Release:• 49 views• 667 visits
Blog Post:• 4000 views• 15,000 visits
Word of mouth is a key driver for AppExchange
43%of installs on the AppExchange are driven by our community
Increase Distribution with Private AppExchange
Salesforce Private AppExchange
2000+ Apps 1-Click
InstallIdentityBranding
The Trusted Corporate App Store• One-stop shop: Central, private app store simplifies
finding 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
MobileCustom
Categories
Social
Events drive thought leadership and lead generation
Events also give you a great chance to meet with customers and prospects
Measuring What Counts
Driving Demand
Leads GeneratedPipe CreatedDeals Closed
Brand Impact
AwarenessSocial EngagementPress Interaction
Beyond the Basics
Content GeneratedEmployees Recruited
Customers Trained
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
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 websiteFacebookTwitterLinkedInYouTube
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 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)
Putting It All Together – Outbound Marketing
http://p.force.com/marketing
AppExchange Marketing Program (AMP)
AMP – Outbound Co-Sponsored Marketing
OutboundMarketing Inbound
Marketing
Pull StrategyBuild Your Brand
Push StrategyGenerate 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
AMP @ WORKBringing Top Partner Customer Success Stories to Life
AMP @ WORKEntertaining and Educating Sales with Top Partners
AMP @ WORKEngaging & Appreciating Customers with Top Partners
AMP @ WORKRaising Awareness & Driving Traffic
AMP @ WORKRaising Awareness & Driving Traffic
AMP @ WORKRaising Awareness & Driving Traffic
AMP @ WORKRaising Awareness & Driving Traffic
AMP @ WORKGetting App Fans Together & Talking
AMP Summer ’14 (May – July) is Coming Soon!
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 on FY15Q1 AMP?• Summer ‘14 Prospectus late March/early April
• Summer ‘14 Overview and Q&A Webinar (April 8)
http://p.force.com/AMP
Other Sponsorship Opportunities
Salesforce1 World Tour 10+ cities around the world
Dreamforce
Save the Date: Oct. 13-16, 2014
Sponsorships now available
Summary & Survey
http://p.force.com/marketing
Office Hours
Marketing Best Practices
Event Management
AppExchange
Social Media
Recorded Training
Marketing FAQ
Partner Marketing
Was this program helpful?ExtremelyMostlyPartiallyBarely
Quick Poll
http://p.force.com/appmarketingsurveyPlease complete by the end of this
week (Friday)