AppExchange Marketing Handbook

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INTRODUCTION Think about the last purchase you made of a product you didn’t know you needed until you saw or heard a commercial, ad, or recommendation. Did it solve a problem you had? Did it make your life easier? Did it bring you joy? Now, think about the solution you have developed. What problem does it solve? How will it make work easier for your key audience? As an Independent Software Vendor, you are entering an ecosystem where you will find success in differentiation and innovation. This handbook will guide you to marketing resources to meet your customers' needs at the right time in their journey.

HANDBOOK CONTENTS Salesforce Partner Brand Guidelines AppExchange Listing Partner Marketing Center Sponsorship Opportunities AppExchange Marketing Program Partner Community Events ISVforce Guide: Marketplace Analytics AppExchange No-Cost Marketing Pardot Demo Jams

SALESFORCE PARTNER The Partner Brand Guidelines were created to help you, BRAND GUIDELINES our most valuable evangelists, build a unique and strong identity, while also clarifying Salesforce brand protection responsibilities. Regarding graphics, there are tight controls on the use of our logos and characters, such as Appy and Astro. If you’d like to highlight your Salesforce partnership on your collateral or website, partners are welcome to use their partner badge. You can see the new version for 2019 on this slide, and you’ll find a variety of file types at p.force.com/branding. Go to the Salesforce Marketing Brand Guidelines

The Partner Marketing Center is free and designed to help partners accelerate demand for their solutions. This PARTNER MARKETING marketing enablement resource is your one-stop-shop for CENTER tools and marketing resources such as: üCampaign in-a-box üEmail Marketing üSocial Syndication üWeb Content Syndication üVideo Marketing Resources üCo-branding Capabilities Throughout the PMC, you will find ready-made content, customizable campaigns, integrated marketing solutions, and much more! As you navigate this platform keep in mind that it’s for ALL partners, not just ISVs so keep an eye open for ISV specific resources. Go to Partner Marketing Center to gain access. Note: The PMC requires separate login credentials from our Partner Community. Please allow 24-48 hours to receive your login.

APPEXCHANGE The AppExchange Marketing Program (AMP) is a turnkey, MARKETING PROGRAM paid co-marketing program that specializes in tactics where AppExchange is needed to reach Salesforce customers, employees, and influencers as a complement to your own marketing. A an ISV partner, you are eligible to participate in AMP offerings with: üA live, public AppExchange listing üA specified price on the listing (meaning not “free” or “contact for pricing”) üA revenue-sharing agreement with Salesforce üA lightning ready solution Visit the AMP Education Tab in the Partner Community to sign up and learn more about the AppExchange Marketing Program.

ISVFORCE GUIDE: In a growing marketplace, accessing and understanding MARKETPLACE the data behind your customer's journey is essential. AppExchange Marketplace Analytics allows you to ANALYTICS discover how your customers are finding and interacting with your AppExchange listings. Utilizing this tool will help you: üMeasure marketing impact by tracking the entire visitor-conversion journey üUnderstand visitor behavior based on listing content engagements üTake insight-based action through channel, activity, and search keyword data For more information navigate to sfdc.co/PILanding.

PARDOT For those of you interested in leveraging the power of email for marketing, you may have heard of the tool, Pardot. Pardot is a powerful standalone marketing automation tool that seamlessly integrates into the Salesforce platform. By using Pardot and Salesforce together, marketers can automatically create and assign qualified new leads in Salesforce. For more information and questions on using Pardot, we encourage you to collaborate with our Partner Marketing group in the community.

APPEXCHANGE LISTING Your AppExchange listing is your digital storefront and an extension of your brand. Ensure you optimize it to the fullest. Learn how with the Partner Field Guide for the Perfect AppExchange listing. This is your personal digital handbook for addressing: üWhat is an AppExchange Listing? üWhat are listing best practices? üWhat is the anatomy of a perfect listing? üWhat is the key terminology? Go to the Partner Field Guide: The Perfect AppExchange Listing.

SPONSORSHIP As your company grows and you look at other ways to OPPORTUNITIES invest, consider sponsorship as a way of getting in front of Salesforce customers, prospects, and internal teams. Event sponsorships open up a world of lead generation and provide excellent networking opportunities. Visit our Sponsorship page to learn more about the ways you can participate and keep up to date with the new and exciting opportunities!

PARTNER COMMUNITY The Salesforce Partner Community is a living, EVENTS breathing, and collaborative network of all things for our Salesforce partners. By joining the Partner Community you will be able to: üLearn best practices üManage your business üFind upcoming events üAccess free resources üEngage with Groups On the Events Tab you will see upcoming and past events. On the next page we’ll look at some of our staple events.

Summits: Partner Summitstypically occur alongside our other corporate or industry events. They are designed to bring partners together for learning, enablement, and networking opportunities. Summits are popular amongst our partners because they’re more narrow in scope, and target only AppExchange Partners or Consultants. Partner Forums: Partner Forums are larger events for all partner audiences and provide excellent educational and networking opportunities. These occur alongside other events, such as World Tours. Dreamforce: Dreamforceencompasses all of the above! It’s considered by many to be their closing event of the year as it’s provides the opportunity to learn as well as meet with prospects and customers. When you sponsor Dreamforce, be sure to checking out the packages that include onsite, Salesforce branded meeting rooms. Partners who do the groundwork to book meetings with customers in advance, see a huge benefit from that option.

APPEXCHANGE NO-COST Social Marketing: MARKETING Social media is an essential piece for any new venture. It will help increase your search rankings, give your brand a voice, connect with your target audience, and allow your customers to feel connected to your brand. To increase organic promotion of your content: 1. Visualize your primary audience. These platforms give you the chance to direct your message to customers, prospects, and the partner ecosystem. 2. Design relevant, informative content that focuses on thought leadership and customer success. 3. Follow and engage with our social handles on Twitter, Instragram, Facebook, and Linkedin (@appexchange, @partnerforce, and @salesforce) Tip: Scroll through our feeds to get an idea of the type of content we share regularly.

Submit your content for review at sfdc.co/partnersocialform* using the Social Marketing form. *Review of submissions can take 2-3 business days. Author a Blog: In addition to our Social channels, partners are invited to contribute to our customer and partner-facing blogs. They include our partner-facing Inside the Ecosystem blog, and our Content Hub, which lives on the AppExchange. We encourage blog submissions to from every role within our partners’ companies. Anyone can be a valued author! 1. Be an expert in your industry and share your perspective on the latest trends, industry transformations, and the future of work. 2. Share your wisdom and lessons learned from building a business. You can blog on topics like hiring talent, operations, building partnerships, sales cycles, and marketing tips.

3. Share your story with the Salesforce Ohana. Connect with readers by sharing major life obstacles that you have overcome, or what makes you and/or your company stand out. To get started, begin with our Guest Blog form. Customer Spotlight: Showcase the power of your solution through your customers. Create a Customer Spotlight feature to highlight how you have delivered customer success. Customer Spotlights allow you to share your stories with the entire AppExchange ecosystem in a compelling and visual way. Submit a story highlighting a customer that can be featured publicly. Include relevant metrics, and a short description of the challenge and how your solution solved their problem. Using our Customer Spotlight form submit a story highlighting a customer that can be featured publicly. Include relevant metrics, and a short description of the challenge and how your solution solved their problem.

DEMO JAMS Did someone say dance party? Almost, but not quite. There's no better way to showcase your solution than by demoing it live in front of an enthusiastic audience. Take your demo to the next level by participating in a Demo Jam; a head-to-head battle event where partners demo their solution in 3 minutes or less. Not only do you get the chance to win one of our coveted trophies and bragging right, you’ll also be exposed to over 225K combined followers AppExchange social channels, 200+ YouTube views and 20+ opt-in leads. Go to AppExchange Demo Jam to learn more about how to participate in a Demo Jam.