DIGITAL MARKETING STRATEGIES for your APPEXCHANGE SOLUTION We are living through ever-evolving times, and as you reimagine your marketing strategy, the AppExchange team would like to offer some guidance and best practices. Below you’ll find recommendations to sustain pipeline, shift to digital, and use this time to focus on fundamentals that will help you confidently address the challenges ahead and emerge with a strong marketing foundation. KEEP THE FOUNDATION STRONG The Salesforce ecosystem has rapidly rallied to help fellow partners and their customers. Creating new or updated assets is a great way to communicate with customers and show how solutions can assist them with their business operations during this difficult time. Enhance Your AppExchange Listing This is your company’s digital storefront and an extension of your brand. Be sure that your AppExchange listing speaks to the current and future needs of your customers. Consider using this time to fill out your listing with relevant content and learn ways to enhance your visibility. • Watch this tutorial webinar to learn how to navigate the publishing console, adopt best practices around managing your listing, and get insights into how your customers shop on the marketplace. • Check out the Salesforce Partner Field Guide: Building A Perfect AppExchange Listing. This comprehensive guide has everything you need to perfect your AppExchange listing. • After reviewing, reach out to us here if you have any questions. • If your company is offering short-term programs to help support customers (e.g., trial extensions), these can be mentioned in your listing text and graphics. Please note that paid solutions cannot be listed as free and your listing storefront must represent the product that has gone through security review. Update Your Core Assets Now could also be an opportunity to work with AppExchange Marketing Program (AMP) to create professionally produced co-branded marketing assets including videos, podcasts, and advertising that highlight your company’s products and thought leadership. Start thinking about how this digital marketing content can help with your 1-to-1 relationship building. Are you looking to give customers some extra attention now that they no longer have an event speaking opportunity? Could your sales team use an initial touchpoint to nurture leads from a webinar you’re running? After the assets are produced, AMP will work with you to get the most reach from your investment and help generate awareness and capture more leads. • Assets such as The Exchange Lead Share, AppExchange Mavericks, and “60 Seconds With” videos include AMP-run paid promotion as part of the offering. For other assets, like the product demo or event videos, we’re happy to discuss additional AMP-run paid promotions. • Create a free customer spotlight asset to show how your solution is helping a customer. Submit your customer story here. • Do you have a thought leadership topic to share with the Salesforce ecosystem? Salesforce partners are invited to contribute to the AppExchange Medium channel to spark conversations and share insights. Read the blogger guidelines here. 4