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AppExchange Marketing Program Program Overview | Spring ’15: February – April 2015 | Summer ’15: May – July 2015
Thank you to nearly 60 partners who have invested in AMP. AppExchange Marketing Program Partners
The AppExchange Marketing Program (AMP) is a game-changing co-marketing engine designed to accelerate growth for AppExchange partners.
The AppExchange Marketing Program 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.com’s brand power and world-class marketing.
AMP helps you stand out from the crowd in a busy marketplace. Engage customers and influencers. Elevate awareness, drive demand, accelerate growth.
The AppExchange Marketing Program
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June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 Mar '14 Apr '14 May '14 June '14
Total Activity Leads Page Views
Actual KPIs for a Spring ’14 and Summer ‘14 AppExchange Promotion Participant
+315% Average
Page Views
+404% Average
Listing Activity
+806% Average
Lead Activity
“I wish you could see the smile on my face! This is awesome. We have certainly enjoyed plenty of leads already. Keep 'em coming!“ AMP Winter ‘15 Promotion Participant
AMP Spring ’15 & Summer ’15 11 packages to mix & match to meet your marketing needs.
Mix and match packages from four key categories to make AMP fit your marketing needs. Four ways to engage the AppExchange Community
Influencer Marketing Promotion Demand Generation Social & Content
• AppExchange Promotion • Display & Social Retargeting • New App Spotlight
• App Talks Customer Interview • App Mavericks Web Chat • Connected Leaders Series
• Salesforce Sales Boot Camp • Salesforce Sales Desk Drop • Awesome People Party Tour
• Thought Leadership Webinar • AppExchange Content
Collection
AppExchange Promotion Packages
AppExchange Promotion Overview The AppExchange Promotion package is all about putting your app right in the path of active AppExchange users, and the tried and true formula for increasing awareness, listing traffic, and AppExchange sourced leads.
Benefits • 3 months rotating in Featured Apps on the AppExchange homepage. • 1 month rotating in Featured Apps in Admin Setup. • 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 Featured App promotion in a Salesforce Blog post based on the direct email. • 1 Sponsored Tweet about your app from @appexchange.
Availability • 12 spots per quarter. • Max of 2 competitors per category (i.e. CPQ, Integration, Accounting).
QUALIFICATIONS
10+ reviews 4+ average stars
PRIMARY MEASURE
25% increase Typical lift in traffic & activity for new partners
PRICE
$40,000 Per quarter
PURPOSE
Traffic Increase listing traffic & leads
featured apps on appexchange.com
Bottom Line
Display & Social Retargeting Overview Make sure your app is top of mind with AppExchange and salesforce.com visitors by joining our integrated retargeting campaign across display and social media. We’ll manage the entire creative development and media process.
Benefits • Exclusive retargeting to AppExchange and salesforce.com visitors. • Integrated media to promote your app and drive listing traffic. • Top-notch creative development managed by Salesforce. • Millions of dedicated impressions across AdRoll, GDN, and social sites.
Availability • 6 spots per quarter. • Max of 1 competitor per category (i.e. CPQ, Integration, Accounting). • Only available as an addition to a $100K+ AMP investment for Feb – July ’15.
QUALIFICATIONS
10+ reviews 4+ average stars
PRIMARY MEASURE
2,500,000+ Social and display media impressions
PRICE
$15,000 Per quarter
PURPOSE
Traffic Increase listing traffic & leads
300X250 display ad
Bottom Line
Awesome App Spotlight Overview This new package is intended to help partners with new listings increase exposure and traffic by putting great new apps in the spotlight in the weekly AppExchange digest and throughout our social channels. Modeled after the Salesforce1 Mobile App of the Week.
Benefits • Inclusion in the New AppExchange App of the Week SlideShare. • One organic post on AppExchange social channels. • One Featured App placement in the AppExchange Weekly Digest. • One Featured App placement in the Partner Newsletter. • Rotating slide on AppExchange kiosks at 50 Fremont (sales HQ).
Availability • Max of 12 spots per quarter. • New apps only – less than 6 months since release. • Max of three competitive apps per quarter.
QUALIFICATIONS
2+ reviews 4+ average stars
PRIMARY MEASURE
15% increase Estimated lift in traffic & leads
PRICE
$7,500 Per App Spotlight
PURPOSE
Traffic Increase listing traffic & leads
weekly digest email
Bottom Line
Social & Content Packages
App Talks Customer Interview Overview Get ready for the next generation of App Talks! Expanding on the successful customer video story, we've added App Demos and short interview segments featuring your top executive(s). All evergreen, and neatly packaged for easy sharing amongst like-minded executives in our community.
Benefits • 1 Professionally shot and produced App Talks video with your customer. - 10- to 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. - All video footage for your preferred use (approval required).
• 2-minute demo of your app recorded in the studio. • 1 Blog post on the Salesforce blog to launch and promote your App Talks video. • Paid social media to share video highlights: sponsored LinkedIn update, sponsored tweet on
Twitter, targeted Facebook promotion, YouTube video promotion. • Ongoing presence in the growing collection of AppExchange Customer Success content.
Availability • 3 spots per quarter. • Partner must secure joint customer willing to speak on your behalf and cover customer T&E.
QUALIFICATIONS
5+ reviews 4+ average stars
PRIMARY MEASURE
10K+ views 3+ minutes watched on average
PRICE
$25,000 Per App Talks
PURPOSE
Awareness Peer/Advocate marketing
Bottom Line
App Talks Video on YouTube
App Mavericks Web Chat Overview Connect with a Salesforce MVP via a recorded web chat to talk about what makes your product unique and awesome and share a quick demo. From there, we'll leverage our social channels to get the word out via blog posts and social media. Perfect for apps just starting out in the AppExchange.
Benefits • 1 Professionally shot and produced App Mavericks web chat with your top executive and
an AppExchange All-Star/Salesforce MVP. - 3- to 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 Blog post on the Salesforce blog to launch and promote your App Mavericks video. • Paid social media to share the video highlights with customer targets. • 1 Featured App placement in the weekly AppExchange Digest.
Availability • Max of 12 spots per quarter and max of three competitive apps per quarter. • New apps only – less than 6 months since release.
QUALIFICATIONS
2+ reviews 4+ average stars
PRIMARY MEASURE
10K+ views 2+ minutes watched on average
PRICE
$7,500 Per App Mavericks
PURPOSE
Awareness Peer/Advocate marketing
3-4 minute video
social promotion
Bottom Line
Connected Leaders Series Overview The Connected Leaders SlideShare Series is a fun, engaging social ebook series featuring key Salesforce and AppExchange customers. The content will convey the app advantage: connected leaders are growing their business faster with apps.
Benefits • Co-branding on a relevant SlideShare in the AppExchange Connected Leaders series. • A full page advertorial with your choice of CTA to pull readers into your funnel. • Mention or branding in paid social promotions when and where appropriate. • A one-page profile of a connected leader customer who uses your app (you must
provide a customer willing to be profiled as an advocate). • Content alignment with other apps that appeal to your target. • Evergreen content for use in your social marketing efforts.
Availability • See publishing timeline. • Up to three non-competitive apps featured per SlideShare.
QUALIFICATIONS
5+ reviews 4+ average stars
PRIMARY MEASURE
10K+ views Per Slideshare
PRICE
$10,000 Per SlideShare
PURPOSE
Awareness Peer/Advocate marketing
Month Leader
March Sales Operations
April Customer & Field Service
May Finance & Accounting
June Salesforce Admins
July Small Business
Publishing timeline:
Bottom Line
Influencer Marketing Packages
Salesforce Sales Boot Camp Overview The Boot Camp package is all about early mindshare with new Salesforce AEs, SEs, etc. at the start of their #dreamjob! Every quarter, hundreds of Boot Campers are greeted with a treat from AppExchange, insights into featured partners, and an incentive to connect with partners on Chatter.
Benefits • Each Boot Camp attendee will receive: - Awesome AppExchange swag. - A custom app card featuring your app overview. - The Chatter follow challenge card.
• The Chatter follow challenge incentivizes boot camp attendees to join your internal. • Org62 Chatter group, so they’ll get to know what you’re up to from the very start.
Availability • Max of 6 spots per quarter. • Max of 1 direct competitor per category.
QUALIFICATIONS
5+ reviews 4+ average stars
PRIMARY MEASURE
200+ followers new Chatter followers per quarter
PRICE
$7,500 Per quarter
PURPOSE
Relationship Connect with Salesforce AEs
Bottom Line
Salesforce Sales Desk Drop Overview Get your app in front of nearly 1,000 Salesforce AEs with the Desk Drop. By pairing useful items with chances to win exciting contests (featuring monetary prizes), your app will stand out to AEs. Our “AppIQ” games are well-participated and our unique leave-behinds are memorable.
Benefits • Exposure to 1000+ Salesforce AEs. Each quarter we do one Desk Drop with: - A printed piece with pin-up, keep-around value. - A fun, experiential, educational way for reps to learn bout partner apps (such as the AppIQ game). - Chances to win big money for social sharing. - 1000+ pieces dropped in North America and shared widely on Chatter.
Availability • Max of 6 spots per quarter. • Max of 1 direct competitor per category (i.e., CPQ, Integration, Accounting). • Revenue-sharing ISV/OEM apps only.
QUALIFICATIONS
5+ reviews 4+ average stars
PRIMARY MEASURE
1,000+ Salesforce AEs engaged
PRICE
$7,500 Per quarter
PURPOSE
Relationship Connect with Salesforce AEs
Bottom Line
Awesome People Party on Tour Overview We love the Salesforce Community and they love apps. Everyone was delighted with the AppExchange Demo Jam during first-ever Awesome People Party for Salesforce MVPs and User Group Leaders at Dreamforce ‘14, so of course we’re going to take the show on the road!
Benefits • Co-host a networking event for local User Group members the day before a few of our biggest
Salesforce Tour events. • 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. • Enjoy ongoing social exposure because we will record, post and promote video from each event.
Availability • Max of 6 partners per city. • Max of 1 direct competitor per category.
QUALIFICATIONS
5+ reviews 4+ average stars
PRIMARY MEASURE
100+ attendees And 10K+ Demo Jam Video Views
PRICE
$7,500 Per city
PURPOSE
Relationship Connect with the community
Date Location
4/8 Boston, MA
4/22 Chicago, IL
5/13 Toronto, Canada
5/20 London, UK
5/27 Washington, DC
6/17 New York, NY
APP on Tour Schedule*:
Bottom Line
*Final as of 2/27/2015
Demand Generation Packages
Overview Co-host a webinar with AppExchange. We’ll collaboratively co-produce the content, highlight your brand across all communication channels related to the webinar, and you can leverage the Salesforce community to ensure maximum visibility for your brand and app.
Benefits • Content input: You will help define the content direction. We will secure the
speaker(s) – high-level industry thought leader or a panel on a topic related to your business.
• Branding: Your brand will be in all communications about the webinar. • Evergreen content: Webinar content will be hosted on YouTube, and we will post the
presentation to SlideShare. • We will write one blog post or e-book based on the webinar content. • Lead-sharing: Registration will clearly indicate that all contact information will be
shared with partner so you’ll have full access to the leads. Target registration = 200 per webinar.
Availability • 1 spot per quarter.
QUALIFICATIONS
Invite only Request an invite
PRIMARY MEASURE
200+ Target attendees per webinar
PURPOSE
Leads Peer/Advocate marketing
Thought Leadership Webinar
PRICE
$50,000 Per Webinar
Bottom Line
AppExchange Content Collection Overview The AppExchange Content Collection combines the best of our partners’ gated content with modern content-driven lead generation. This all-new section of the AppExchange website, launching March 2015, will prominently feature the collection, in addition to newsletters, and social channels.
Benefits • Your best, registration-worthy ebook or report will be one of 12-24 featured pieces. • We will provide a template for a download form to live on your site, which means the leads will funnel directly into your nurture stream (you will be
responsible for reporting lead count back to us). • Your content may be selected as featured content in our media campaign to drive traffic to the collection.
Availability • Invitation-only, request an invite via email to [email protected] - and point us to the ebook, whitepaper, etc. that you’d like to feature. • Max of 2 direct competitors per quarter.
QUALIFICATIONS
Invite only Request an invite
PRIMARY MEASURE
75+ Leads Per content piece
PRICE
$7,500 Per quarter
PURPOSE
Leads Peer/Advocate marketing
Bottom Line
AppExchange Promotion Traffic 25% increase in traffic and activity 10+ reviews $40,000 per quarter
Display & Social Retargeting Traffic 2.5 million+ impressions 10+ reviews $15,000 per quarter
Awesome App Spotlight Traffic 15% increase in traffic and activity 2+ reviews $7,500 per App Spotlight
App Talks Customer Interview Awareness 10K+ video views 5+ reviews $25,000 per App Talks
App Mavericks Web Chat Awareness 10K+ video views 2+ reviews $7,500 per App Mavericks
Connected Leaders Series Awareness 10K+ SlideShare views 5+ reviews $10,000 per SlideShare
Salesforce Sales Boot Camp Relationship 200+ new Chatter followers 5+ reviews $7,500 per quarter
Salesforce Sales Desk Drop Relationship 1000+ Salesforce AEs engaged 5+ reviews $7,500 per quarter
Awesome People Party on Tour Relationship 100+ live attendees 5+ reviews $7,500 per city
Thought Leadership Webinar Leads 200+ webinar attendees Invitation Only $50,000 per webinar
AppExchange Content Collection Leads 75+ leads Invitation Only $7,500 per quarter
AppExchange Marketing Program Packages-at-a-Glance
QUALIFICATIONS PRIMARY MEASURE PRICE PURPOSE
Revenue-sharing ISV/OEM Partners Only, All partners must have a 4-star or above average review rating.
AMP Spring ‘15 Application Process Three simple steps:
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?
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 ’15 and Summer ‘15 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.
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?
A: You may promote one app for each AMP package you select. (If you purchase 2 packages, you can promote 2 separate apps).
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 but should be during the quarter?
A: Your app must pass security review and 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 @ Work AppExchange Marketing Program Partner Promotions, up to AMP Winter ’14
AppExchange Promotion Promoting apps to active AppExchange Users
AMP @ Work: Featured Apps on AppExchange Twelve apps rotating in the featured Apps section of the AppExchange homepage.
AMP @ Work: Monthly Digest Email Promoting apps to partners and customers in monthly newsletters. (September 2014 shown)
AMP @ Work: Monthly Digest Email Promoting apps to partners and customers in monthly newsletters. (September 2014 shown)
AMP @ Work: Monthly Digest Email Promoting apps to partners and customers in monthly newsletters. (November 2014 shown)
AMP @ Work: Monthly Digest Email Promoting apps to partners and customers in monthly newsletters. (December 2014 shown)
AMP @ Work: Direct Email Promotions Partner apps promoted in a direct email to the AppExchange email list. (September 2014)
AMP @ Work: Direct Email Promotions Partner apps promoted in a direct email to the AppExchange email list. (November 2014)
AMP @ Work: Direct Email Promotions Partner apps promoted in a direct email to the AppExchange email list & blog post. (December 2014)
AMP @ Work: Featured Apps in Admin Setup Screen Eye-catching placement targeting Admins as critical links in the decision process.
AMP @ Work: Retargeting Retargeting campaign designed and delivered by Salesforce.
Social & Content Marketing See it all live: https://storify.com/AppExchangeAMP/appexchange-social-content
AMP @ Work: App Talks Customer Interview Meritage Homes takes the stress out of home buying with Salesforce & Drawloop.
AMP @ Work: App Talks Customer Interview GLOBALFOUNDRIES revolutionizes custom manufacturing with Salesforce and Apttus.
AMP @ Work: App Talks Customer Interview Xamarin makes profitable marketing decisions with Salesforce and Bizible.
AMP @ Work: App Mavericks Web Chats Becka Dente, Salesforce MVP chats with Peter Mollins from KnowledgeTree.
AMP @ Work: App Mavericks Matthew Lamb, Salesforce MVP and Jules Ehrlich from Apttus on X-Author for Excel.
AMP @ Work: Category Campaign Blogs Blogs highlighting great featured apps in key AppExchange categories.
Influencer Marketing Engaging Salesforce AEs and Community Leaders
AMP @ Work: Boot Camp AppExchange & Featured Apps greet new Salesforce AEs when they first come into sales training.
AMP @ Work: Salesforce AE Boot Camp Featured Apps cards showcase how featured apps contribute to customer success.
AMP @ Work: Salesforce AE Desk Drop Q4 Desk Drop with a Desk Calendar, Sales & Service App Cheat Sheet and fun featured apps game.
AMP @ Work: January Community Leader Mailer 500+ community leaders and app fans receive a fun Year of the App calendar with featured apps.
AMP @ Work: Awesome People Party at DF’14 AppExchange and Salesforce University treated our best advocates to the first Awesome People Party.
Demand Generation Co-branded content creation and promotion to generate leads.
AMP @ Work: Demand Generation Sponsored Webinar ads, featured across social media and on Salesforce login screens.
