Salesforce and Foundry

AppExchange Marketing Program (AMP) Demand Generation Promotions

A company that generates and innovates with data, to drive demand for technology marketers everywhere. This demand-generation guide from Salesforce and Foundry aims to provide beneficial insights on how to approach our contact-generating program from start to finish.

What is Foundry? Foundry is an established media publishing property within the technology category worldwide with editorial brands and content strategies to address IT decision makers. CIO CSOs, CISOs, Enterprise IT, Developers, Network Management, Buyer Business Enterprise Security Management, IT Architects Data Center Managers Persona Execs Decision Makers LOB, SMB Content Business Security Experiences Innovation Implementation Strategy Strategy & Risks & Business & Value & Resourcing Advantages Footer

Foundry Content Syndication Reach your target audience in the right place at the right time. IT decision makers download an average of five assets during the purchase process. Foundry can help ensure your asset is one of them. Leverage Foundry’s quality content environment to drive awareness and interest to your products and services. Generate contacts based on topical interest, by posting your content on Foundry’s B2B resource libraries behind gated registration forms. Publishing your content with Foundry lets you expand your reach to potential prospects where they are looking for Website example technology insights.

Types of Asset Promotion Website Access content directly from the resource library by clicking on ad units and completing the registration form. Digital/Email Outbound email promotions through our B2B registrant database. Campaign parameters filtered in list creation to ensure optimal reception. AMP Promotions Supported ● Customer Story ● Digital Magazine ● Industry E-Book ● Industry Product Demo Email example

The Landing Page/Registration Form The asset landing page allows you to view a small abstract, company logo, content interests (relative to asset content), and sponsor information. Once user input their valid email address, the full registration form will appear. Below this is the sharing disclosure — that is, “The information you submit will be shared with Salesforce for marketing purposes.” And the partner opt-in (checkbox style): “By submitting this form, I agree to have my contact information, including email, passed on to Salesforce partner(s) for the purposes of following up on my interests.”

Foundry Contact Generation Experience Asset Review and Asset Promotion Hosting Assets are featured Assets are reviewed, on five B2B approved, and websites, and hosted on Foundry receive digital and resource libraries. email promotions. Lead Generation Lead Quality Lead Delivery Assurance Contacts are Contacts are generated by Foundry reviews and delivered via weekly showing interest in approves contacts standard cloud file your campaign topic within the campaign or a Salesforce via a registration parameters. partner integration page. in real time.

Contact Passing Process Contact Passing Salesforce will share contacts with you (if there are any) on Mondays on a weekly basis via an Excel file. Contact info that is shared ● Company Contact Automation Pilot ● Country ● Description (name of asset, opt-in response) Salesforce and Foundry have created a partner ● Email integration in order for contacts to flow directly into ● First Name your CRM in real time. ● Last Name If participating in lead automation, you will need to ● Phone share your org ID and campaign ID with Salesforce. ● State ● Title

Lead Nurture Foundry’s insights on how to nurture contacts into marketing qualified leads (MQLs). Understand content syndication. Have a clear nurture strategy. These prospective customers meet the Respondents’ actions and inactions in partner’s defined lead persona and target response to lead emails determine the audience (for example, job title, industry, next step in the nurture sequence. Sales company size). They have an interest in teams should focus on customers further the client’s content, but might not be down the funnel with a demonstrated ready to make a purchase. They need to level of ongoing engagement. be nurtured down the sales funnel. Companies with a clear strategy on how Automate your sales funnel. to best engage with and nurture MQLs will It’s important that leads being funneled generate a higher return on appointments through to sales and marketing are down the line. nurtured in the right way. This process can be largely automated using lead nurture emails that are sent to prospects and customers on a programmed timing. Footer

Nurture Best Practices Provide valuable Put yourself in your Avoid requesting a Stay consistent to Plan on at least 10 content with expert contact’s shoes meeting too soon. the company touchpoints. insights. when creating an brand. Work with your sales On average, it takes email. Each nurturing team to determine Familiarity over time 10 marketing email should be Keep the content of what qualifies as a will build valuable touches for focused around one your email tied “sales qualified trust and brand prospects to convert topic and include a directly to the topic lead,” and craft your awareness. into customers. call to action. the contact initially lead nurturing converted on. campaigns accordingly.

MQLs and Phone Follow-up Example Additional Information First, remind prospects that they have recently engaged with your content. Ask if they have reviewed the content, what they thought of it, and what additional information they may find helpful. Offer additional resources you can supply. The First Phone Call initial engagement is not to sell, but to solve Introduce yourself within the first problems for the customer. 15 seconds, introduce the company, and state why you are calling. This opening will take the call in one of two directions: Repeat Information If prospects say they do not recall the content, simply offer to send it again. You can also give a brief outline of the content and ask prospects about current challenges or needs.

Thank you If you have any further questions or comments, please reach out via the AMP Slack channel.

MQLs and Phone Follow-up Although a prospect may have shown an interest in a piece of content, opted-in and consented to further communication, the truth is that they are still a cold lead because they haven’t engaged directly with you yet. On the next slide we will run through a recommended approach once you have the client on the phone.

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Deliverable Specs and Partner Integration Information we need to set up your campaign. Automatic Lead Pilot Info that is shared So that leads can flow directly into your CRM, Salesforce and Foundry have created a partner ● Company integration. ● Country ● Description Leads will be routed from Foundry to Salesforce ● Email to participating partner. ● First Name ● Last Name ● Partner listing Id ● Partner Ord Id ● Phone ● State ● Title

How AMP & Foundry Work Together The program detailed below outlines Foundry’s (formerly IDG’s) lead generation services that are focused on the promotion of Salesforce’s AMP Partner program. 100+ Manager+ Company Size One qualifying question added to the filtering “Do you use Salesforce?” + All Industry & Function