app academy: marketing (virtual classroom)
TRANSCRIPT
@partnerforce
APP Academy Market
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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
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
Outbound Marketing Inbound
Marketing
Pull Strategy Build Your Brand
Push Strategy Generate Demand
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.
Traditional Techno-speak
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.
Traditional Techno-speak
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
Pull Strategy Build Your Brand
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
Outbound Marketing Inbound
Marketing
Pull Strategy Build Your Brand
Push Strategy Generate Demand
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
Outbound Marketing Inbound
Marketing
Pull Strategy Build Your Brand
Push Strategy Generate Demand
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 Raising Awareness & Driving Traffic
AMP @ WORK Raising Awareness & Driving Traffic
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
Thank you