The document provides a safe harbor statement for salesforce.com, inc. noting that any forward-looking statements could differ materially from expressed results if uncertainties materialize or assumptions prove incorrect. It identifies risks including those associated with new products and services, operating losses, fluctuations in operating results, interruptions in hosting, security breaches, intellectual property litigation, and mergers and acquisitions. The document states that unreleased services mentioned may not be delivered or may not be delivered on time.

1. @partnerforce
APP Academy
Market

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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended July 31, 2012. This 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. Instructors
Phil Patacca
Partner Advisor
Salesforce Partner Program
Rajiv Patel
Program Coordinator
Salesforce Partner Program

4. Benefits
Pre-Work
Live Event
Post-Work
Discussion
Question Panel
Parking Lot
Quick Polls
Vote Early & Often
Real-time Feedback
Stay Focused
Stay Engaged
Stay on Time
Virtual Classroom Success!
Resources
APP Academy (Online) – http://p.force.com/appacademy
ISV Guide – http://p.force.com/guide

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

6. Introduction & Overview

7. APP Academy: Marketing - Vision
The APP Academy: Marketing represents
a collection of our best practices and
lessons learned, from Salesforce, our
Salesforce Partner Program, and
from our most successful partners.

8. Session Goals
​ Understand marketing resources and tools
​ Simplify your message and create killer content
​ Create brand excellence for large-scale impact
​ Manage an AppExchange listing that wows
​ Use social media to increase scale
​ Lead inspired campaigns and run PR like a pro
​ Modernize online marketing and take your events to the next level
​ Inspire & motivate your marketing team!

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

10. Partners are building their brand, & driving demand
From the page. . . . . .to the stage!
Blog Post from Jeremy Roche,
CEO of FinancialForce.com Steve Singh, CEO of Concur,
onstage with Marc

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

12. Inbound Marketing
(Build Your Brand)
Overview
Resources
AMP
High Impact Message
AppExchange
Content Cycle
Break
Outbound Marketing
(Generate Demand)
Planning
Social Media
Campaigns
PR
Word of Mouth
Events
Digital Marketing
Email
APP Academy: Marketing (VC)

13. Resources

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

15. § New Technology Model (Cloud)
§ New Business Model (Pay As You Go)
§ New Philanthropic Model (1-1-1)
§ Startup Inspiration
§ Industry Expertise
§ Sales Strategy
§ Marketing Best Practices
§ Technical Wisdom
§ Event Planning
§ Product Launch
§ Financing
This is an excellent resource on how to build a successful cloud computing business. We recommend you
purchase this book for yourself and your team members. We will refer to this book during the session
(purchase is not required).
www.salesforce.com/behindthecloud
Read ‘Behind the Cloud’ by Marc Benioff

16. 1-1-1
Model adopted by:
sharethemodel.org
1% 1% 1%Time Equity Product
$73M+
Grants
743K+
Volunteer Hours
23K+
Nonprofits & Higher Eds
Celebrating 16 Years of Giving Back

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

18. Office Hours
Dreamforce Office Hours
Partner Marketing
Power Hour
http://p.force.com/officehours
Security Review Office Hours

19. Partner Marketing Power Hour
Jam-packed hour of marketing insight and information
http://p.force.com/powerhour

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

21. Partner Community Is Now Live For All Partners!

22. PARTNERS – Login Process
Go To http://partners.salesforce.com/
Select ‘Log In’.
Use your Salesforce org + Partner Portal login.
You’re In! Welcome to the Partner Community!
This is a ONE-TIME step.
Need Help? Go to http://p.force.com/signup for an additonal help.

23. Follow the ‘Official: Partner Community’ Chatter Group
Select ‘Email Daily Digest’ to receive program updates
http://partners.salesforce.com/

24. Follow Us on Social Media
Twitter.com/partnerforce
Slideshare.net/partnerforce
Facebook.com/
Salesforcepartners
http://p.force.com/socialmedia
youtube.com/partnerforce

25. Marketing Strategy

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

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

28. Inbound Marketing
High Impact Messaging and Big Brand Excellence

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

30. Simple Message
Salesforce Aloha voice:
§ Be conversational
§ Be direct
§ Be concise
Business-speakAloha

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

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

33. Aloha #2: Be Direct
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.
Traditional Techno-speak
Aloha
Increase performance; keep costs low.

34. Aloha #2: Be Direct

35. Aloha #3: Be Concise
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.
Traditional Techno-speak
Aloha
Build on anything. Run on everything.

36. Aloha #3: Be Concise

37. 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
Quick Poll

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

39. 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

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

41. Which Content Should be Gated?
Demo Videos
Trials
Webinars
ROI Calculators
eBooks
Whitepapers
Social Media Content
Overview Videos
Customer Videos
Preview Content

42. The Power of Earned Media / Content
Paid Owned Earned
Banners
Display
SEM / Paid
Search
Sponsorship
Website / Social
Properties
Demo Videos / Trials
Webinars
ROI Calculators
eBooks /Whitepapers
Social Feedback
Customer Reviews
Forum Discussion
Unpaid Media Coverage
Word of Mouth

43. Getting Started: A Content Calendar

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

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

46. Inbound Marketing
AppExchange Insider’s Guide

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

48. # 1: Create your billboard w/ Banners, Tiles, & Logos
NOT

49. # 1: Create your billboard w/ Banners, Tiles, & Logos
BANNER
TILE
LOGO

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

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

52. # 3: Educate with Screenshots &Video (tell a story)
IN OUT

53. # 3: Educate with Screenshots &Video (tell a story)
IN OUT

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

55. • 30-day free trial
• Provide pricing details
• Provide support details
• Custom branding (Trialforce)
• Checkout
# 5: Make it Easy to Try and Buy

56. # 5: Make it Easy to Try and Buy

57. Bonus: Measure Success & Iterate
Inbound
Marketing
Pull Strategy
Build Your Brand
Log into Appexchange Using Your APO Credentials

58. When was the last time you made a substantive
change to your AppExchange listing?
A week ago
A month ago
6 months ago
Over a year ago
We should make changes to our listing?
Quick Poll

59. Inbound Marketing
Pull Strategy – Content Management

60. Research and write great content and lay it
out in a visually compelling way
E-books
Infographics
Case studies
PR stats
Whitepapers
Good content pulls in customers and prospects

61. Publish the content via the “rule of 5.”
Distributing across at least 5
channels
With these in place you can publish your content

62. Promote the content through
in-channel campaigns
And promote it to improve reach

63. Monitor channels for conversation and
dialogue with customers and prospects
Once the content is up—join the conversation!

64. Analyze ROI to determine where
we can reinvest and to ensure
efficient campaign spend
As the conversation tails off analyze for ROI

65. § 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
§ Maintain a compelling AppExchange Listing & website
§ Use Content Management to drive your messaging
Putting It All Together – Inbound Marketing
http://p.force.com/marketing

66. Outbound Marketing

67. Outbound Marketing – Push Strategy
Outbound
Marketing Inbound
Marketing
Pull Strategy
Build Your Brand
Push Strategy
Generate Demand

68. Here you’re pushing your message to prospects
Understand
trends, create
a plan and
calendar
marketing
activities and
campaigns

69. Social media can expand reach & amplify earned content
Social channels are a great
place to show your playful
side and learn what your
customers are thinking

70. Social Media for Partners
http://p.force.com/socialmedia

71. Customize Your Business Org
Business Org
• Leads
• Licenses (LMA)
• Sales (Opportunities)
• Campaign Management
• Order Management
• Subscriber Support (LMA)
• Support (Cases)

72. (Good) PR builds awareness and thought leadership
Build buzz around your brand and
products and establish yourself as a
player in your industry

73. Five Best Practices to Move the Needle with PR
1. Build Relationships
2. Identify a Trend
3. Tell a Story
4. Be a Thought Leader
5. Get Social
http://p.force.com/pr

74. Get Social with PR
Press Release:
• 49 views
• 667 visits
Blog Post:
• 4,000 views
• 15,000 visits

75. Word of mouth is a key driver for AppExchange
43%
of installs on the AppExchange
are driven by our community

76. Events drive thought leadership and lead generation
Events also give you a great
chance to meet with
customers and prospects

77. Measuring What Counts - Events
Driving
Demand
Leads
Generated
Pipe
Created
Deals
Closed
Brand
Impact
Awareness
Social
Engagement
Press
Interac:on
Beyond
the
Basics
Content
Generated
Employees
Recruited
Customers
Trained

78. Your Event Success Checklist
q Set 3-5 clear demand, brand and “beyond” goals
q Get stakeholder alignment before decision making begins
q Differentiate with clear positioning and a cohesive event experience
q Consider every detail of the attendee experience
q Train your team to be on message and work well together
q Engage early via social media, email, phone, etc.
q Do something cool to stand out
q Create and share great content
q Schedule as many meetings as possible
q Bring your best customer stories to life
q Network all day, every day

79. Digital marketing allows for amazing targeting
Build your brand and
drive demand with
SEM/SEO, display,
retargeting and pay-
per-lead programs

81. Email marketing works for prospects and customers
Communicate and
up sell customers
and draw prospects
further down the
funnel

82. Test and Optimize Lead Nurturing (A/B)
Test Email (A) Control Email (B)
Test Results: Control email had higher open rates
throughout the 30 day program. Test email had
better user conversion.
Test Conclusion: Redesign the email using the
control template and imagery, with the test content.

83. We generate the most buzz using:
Our own website
Facebook
Twitter
LinkedIn
YouTube
Quick Poll

84. § 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
Find the book at
Read ‘Complete B2B Online Marketing’
by Maura Ginty & Lauren Vaccarello with William Leake

85. § Use a “push” and a “pull” strategy, planning is key
§ Your Business Org is not just for Sales!
§ Take advantage of Social Media – in all it’s forms
§ PR is “Public Relations”, not “Press Release”
§ Make the most of your Events (much more than just leads)
§ Optimize your B2B Online Marketing and Email Nurturing
§ Use your resources (Partner Community, Office Hours, AMP)
Putting It All Together – Outbound Marketing

86. AppExchange Marketing Program

87. AMP – Outbound Co-Sponsored Marketing
Outbound
Marketing Inbound
Marketing
Pull Strategy
Build Your Brand
Push Strategy
Generate Demand

88. The AppExchange Marketing Program (AMP) is a game-
changing co-marketing engine designed to accelerate
growth for AppExchange partners.
AppExchange Marketing Program (AMP)
​ 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’s brand power and world-class
marketing.
http://p.force.com/AMP

89. AMP @ Work: Featured Apps on AppExchange
​ Twelve apps rotating in the featured Apps section of the AppExchange homepage.

90. AMP Qualifications
Watch the replay, view the prospectus, fill out the interest
form!
Questions? ampteam@salesforce.com
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 of AMP?
• Submissions are accepted quarterly
• Review the AMP Education page for details
http://p.force.com/AMP

91. Other Sponsorship Opportunities
Salesforce1 World Tour
Ø 10+ cities around the world
Ø partnersuccess@salesforce.com
Dreamforce
Ø Save the Date: Sept. 15-18, 2015
Ø Sponsorships now available
Ø partnersuccess@salesforce.com
http://p.force.com/sponsorships

92. Summary & Survey

93. Session Goals
​ Understand marketing resources and tools
​ Simplify your message and create killer content
​ Create brand excellence for large-scale impact
​ Manage an AppExchange listing that wows
​ Use social media to increase scale
​ Lead inspired campaigns and run PR like a pro
​ Modernize online marketing and take your events to the next level
​ Inspire & motivate your marketing team!
http://p.force.com/appmarketingsurvey

94. Was this program helpful?
Extremely
Mostly
Partially
Barely
Quick Poll
Please complete by the end of this week (Friday)

95. Thank you