This document provides an overview and marketing playbook for partners to build their brand on the AppExchange marketplace. It discusses key components of an effective inbound marketing strategy like understanding your audience, prioritizing key channels, and creating killer content like videos, whitepapers, and customer stories. The playbook also covers optimizing the partner's AppExchange listing with banners, screenshots, videos, and reviews to educate and engage customers. Metrics and programs like the AppExchange Marketing Program are recommended to measure success and accelerate growth.

1. AppExchange Marketing Playbook
Build Your Brand
John Richter, salesforce.com, Sr. Manager, ISV Success
@partnerforce

2. 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 any
litigation, risks associated with completed and any 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-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent
fiscal quarter. These 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.

3. Quick Poll
Is your app in-market?
Yes
No

4. Session Goals
Under the core components of Inbound Marketing
Optimize your message and create killer content
Create brand excellence for large-scale impact
Manage an AppExchange listing that wows
Learn about the AppExchange Marketing Program (AMP)
Inspire & motivate your marketing team!

5. Intro & Overview

6. We Put You in the <<< Middle >>> of the Action
Largest Software
Conference
in the World
#1 Cloud Enterprise
Marketplace
in the World
100’s Global Events
in 2013

7. We ve Enjoyed Success, And So Have Our Partners

8. If you don’t have time to do
it right, when will you have
time to do it over?
- Coach John Wooden

9. Marketing Strategy

10. You want to build a four wheel drive strategy
Outbound
Marketing
Inbound
Marketing
Push Strategy
Generate Demand
Pull Strategy
Build Your Brand

11. Let’s Zoom In
Outbound
Marketing
Inbound
Marketing
Push Strategy
Generate Demand
Pull Strategy
Build Your Brand

12. Inbound Marketing

13. What s the Path to Messaging and Content Success?
Who’s
your
audience?
What are
your key
channels?
How do
you
prioritize?
What
should be
gated?

14. Simple Message
Salesforce Aloha voice:
 Be conversational
 Be direct
 Be concise
Aloha
Business-speak

15. Aloha #1: Be Conversational
Traditional Techno-speak
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.
Aloha
We get you up and running in no time.

16. Aloha #1: Be Conversational
Challenge reps with friendly
competitions and contests,
and broadcast results live on
any TV or mobile screen.

17. Aloha #2: Be Direct
Traditional Techno-speak
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.

18. Aloha #2: Be Direct

19. Aloha #3: Be Concise
Traditional Techno-speak
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.

20. Aloha #3: Be Concise

21. Quick Poll
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

22. Now Create Your Shareable Content
Videos
White Papers
Customer stories
E-Books
Infographics
Blogs

23. 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

24. Promote Your Videos Everywhere
2,500+ videos in our library
12,000+ video views a day = 70 hyper-efficient reps
46%
YouTube
39%
Salesforce.com
14%
3rd Party Sites

25. Killer Video - Concurforce

26. Killer Video - Concurforce
 Tells a story
 Simple message
 2 different audiences
 Focuses on the “pain”
 Never shows the “app”
 Clever
 Memorable
 Short (1:44)

27. Quick Poll
Our video demo is:
Inspiring
Exciting
Boring
Depressing
We need a demo video?

28. Some Great Content Vendors
Demo/Overview Videos
Customer Videos
eBooks
Graphical Design

29. AppExchange: Insider s Guide

30. • All
new design for easy access
• Optimized
• New
for mobile
organization by category,
industry and collection for easier
discovery of apps

31. # 1: Create your billboard w/ Banners, Tiles, & Logos
NOT

32. # 1: Create your billboard w/ Banners, Tiles, & Logos
BANNER
TILE
LOGO

33. # 2: Know Your Audience - Messaging
• Real benefits
• What makes you different?
• Does it look cool?
Aloha voice:
• Conversational
• Direct
• Concise

34. # 3: Educate with Screenshots &Video
• Include
call-outs on screenshots
• Videos
less than 2 minutes
• Clear
workflow
• Screenshots
should tell a story

35. # 3: Educate with Screenshots &Video (tell a story)
IN
OUT

36. # 3: Educate with Screenshots &Video (tell a story)
IN
OUT

37. # 4: Engage the Community with Reviews
• Proactively
• Engage
• Turn
request reviews
& respond to feedback
negatives to positives
• Read
& respond every day

38. # 5: Make it Easy to Try and Buy
•
30-day free trial
•
Provide pricing details
•
Provide support details
•
Custom branding (Trialforce)
•
Checkout

39. # 5: Make it Easy to Try and Buy

40. Bonus: Measure Success & Iterate
Inbound
Marketing
Pull Strategy
Build Your Brand
http://p.force.com/analytics

41. Kat An
AMP Program Coordinator
salesforce.com

42. 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

43. AppExchange Marketing Program (AMP)

44. AppExchange Marketing Program (AMP)
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?
• Dec 2013: AMP prospectus out
• Jan 2014: Sales start
• Feb–April 2014: Q1 Program
Fill out the interest form today!
http://p.force.com/AMP

45. Partner Marketing
 Office Hours
 Marketing Best Practices
 Event Management
 AppExchange
 Social Media
 Recorded Training
 Marketing FAQ
http://p.force.com/marketing

46. Putting It All Together
 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
 Use your resources (portal, office hours, AMP)
 Sign up for our next APP Academy – Marketing (Jan. 14 @9am PT)
http://p.force.com/marketing

47. AppExchange Partner Zone
Visit the Partner Team in Moscone West - 3rd Floor
Get Inspired
Mobile Showcase
Get Tools
Cloud Alliance
Zone
Build Your Network
Expert Bar &
Community Lounge
Photobooth

48. ISV Success Track
Plan
Build
Distribute
Sell
Support
Ready to Partner with Salesforce.com?
APP Academy: Getting Started as an ISV
Support Your Customers
Architect & Design Your Commercial App
Distribute & License Your App
ISV Roadmap
Design Patterns: ISV Recipes for Success
Manage Your Business. . .
Connected Apps: Design Options
Interoperability: Combine Forces
Mobile for ISV’s (Part 1): Strategy
AppExchange Marketing Playbook: Build Your Brand
Avoid Growing Pains: Scale Your App
Emerging Technology:
- Heroku
- Salesforce Communities
- Service Cloud
- Social & Collaboration
Mobile for ISV’s (Part 2): Develop
Next Generation UX for Commercial App
An Insider’s Guide to Security Review
AppExchange Marketing Playbook: Generate Demand
Driving Sales Success as an ISV Partner
Meet the Power Brokers: VC Panel
Get the Guide! http://p.force.com/df13sessions
Follow sessions and join the Partner Success Group on

49. Don’t Miss AppBash 2013!
**7pm-9pm is the Partner Appreciation Party
Must have Partner or Sponsor Badge to get in

52. Appendix

53. Read Behind the Cloud by Marc Benioff
 Startup Inspiration
 Industry Expertise
 Sales Strategy
 Marketing Best Practices
 Technical Wisdom
 Event Planning
 Product Launch
 Financing
 Corporate Philanthropy
www.salesforce.com/behindthecloud

54. Read Complete B2B Online Marketing
by Maura Ginty & Lauren Vaccarello with William Leake
 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
Lauren Vaccarello is a contributor to the APP Academy. Lauren is the Senior Director of Online Marketing at Salesforce.com where she
focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation.
Find the book at

55. Talk To Your ISV Account Executive (AE)
• Validate Your Planned Approach
• Layout Your Partnership Options
• Work towards a signed Partner Contract
• Foster Your Go-to-Market Execution
• Network with others

56. Office Hours
Dreamforce Office Hours
http://p.force.com/marketing
Marketing Office Hours
http://p.force.com/marketing
PR Office Hours:
http://p.force.com/marketing
Security Review Office Hours:
http://p.force.com/security

57. Check out The Business App Blog
 How To’s
 Thought Leadership
 Technical Best Practices
 Industry Trends
 Sales Tips
 Recommendations
 Marketing Insights
 Program Updates
http://p.force.com/blog

58. Partner Portal – ISV Partners One-Stop Shop
 News
 Alerts!
 APP Academy
 Topics (A-Z)
 Links
 FAQ
http://p.force.com/ISV