APP Academy: Market Get Started with AppExchange, Leads, & Campaigns Kat An AppExchange Marketing Manager @takyttik

Dave Rigotti | Bizible William Tyree | RingDNA

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Meet Our Speakers Kat An

Salesforce.com Dave Rigotti

Bizible William Tyree

RingDNA

•  Marketing Technologist •  7 Years in SFDC ecosystem •  Favorite Marketing Blog:

ChiefMartec.com •  Favorite Marketing Book: The

Power of Habit •  Mktg Hero: David Ogilvy •  @williamtyree

•  Pipeline Marketer •  1 Year in SFDC ecosystem •  Favorite Marketing Blog: Matt

on Marketing •  Favorite Marketing Book: Back

of the Napkin •  Marketing Hero: Hubspot •  @drigotti

•  App Aficionado •  1 Year in SFDC ecosystem •  Favorite Marketing Blog:

Contently •  Favorite Marketing Book:

Crossing the Chasm •  Marketing Hero: Nike •  @takyttik

Kat An AppExchange Marketing Manager

INTRO TO APPEXCHANGE Understand how customers engage with the #1 business app marketplace

Monday Oct. 6

Monday Oct. 13

AppExchange: #1 Business App Marketplace

6 new apps per day 1.5 installs per minute

#1

100% TRUTH: SEARCH RULES. The majority of the visitors to AppExchange search rather than

browse, so pay close attention to search terms and results.

#2

10K NEW VISITORS EVERY WEEK. On average, more than 10,000 first time visitors come to AppExchange per week. That’s a lot of fresh opportunity.

#3

53% OF VISITORS CAN INSTALL. Optimize for admins who can install AND be deliberate about

how you engage influencers who are digging for details.

#4

SCREENSHOTS = 40% OF ACTIVITY. Screenshots generate 40% of overall activity, and consume a

ton of screen space, so make the most of this real estate.

#5

U.S. USERS = 50% OF TRAFFIC. Only half of visitors come from the US. Next 9: India, UK, Japan,

Canada, Australia, Germany, France, Netherlands, and Brazil.

Place Customer or

Partner logo in white area of

slide, centered horizontally

Dave Rigotti Head of Pipeline Marketing, Bizible

PUBLISHING CONSOLE Make the Most of your AppExchange Listing

Make a Good First Impression

Key Elements of a Listing - Overview

Tell a story with screenshots

Direct attention with your banner and first screenshot

Gate your video

Use your words wisely

Be upfront about pricing

Key Elements of a Listing - Reviews

Publishing Console: Basic Information

Use bullet points to call out key features and new product info

Think about your value proposition

This description appears everywhere so choose your words wisely!

Publishing Console: Offering

Publishing Console: Pricing

Be upfront about pricing (even if it’s just starting price)

Discount for non-profits

Publishing Console: Specs

Publishing Console: Support

Make sure this isn’t a general number/email, but an actual support/customer service line!

Publishing Console: Uploaded Content

60x60 Square Tile

280x205 Large Tile

1200x300 Banner

750x500 Screenshots

Publishing Console: Uploaded Content

Gate your demo!

Publishing Console: Leads

Track the Right Measurements and Optimize

Place Customer or

Partner logo in white area of

slide, centered horizontally

William Tyree CMO, RingDNA

CAMPAIGNS AND REPORTS How to enable sales, gain mind blowing visibility into ROI and generally crush it

What is a Salesforce Campaign? The link between Salesforce and your marketing initiatives that enables a wide variety of helpful automated processes for sales and marketing teams.

5 Incredible Reasons to Use Salesforce Campaigns You can easily…

Segment leads from the Salesforce AppExchange (or any source)

Track lead progression through the buying cycle

Measure ROI from your AppExchange listing (or any source)

Create triggers for marketing automation events

Create priority lists for sales reps

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Scenario 1: Measuring Basic ROI How to quickly measure AppExchange lead ROI without reports or dashboards

Step 1 – Create a Campaign Tip: add the “Campaign” tab to the top of Salesforce – you’ll be using it a lot.

Step 2 – Assign owner, name, status and description Tip: ensure you are consistent and clear in your campaign naming conventions.

Step 3 – Associate the Campaign with AppExchange Leads Using Pardot is just one way to associate your campaign with AppExchange leads.

Step 4a – Test your lead capture Download your app using a unique account.

Step 4b – Test your lead capture Ensure that your lead record includes the Campaign membership.

Ta-Da: ROI & Progression Visibility without Reports Salesforce Campaigns give you amazing value out-of-the-box.

Scenario 2: Easy Dashboard Creation Using Salesforce Campaigns with reports and dashboards

Step 1 – Create a report Campaign objects have dozens of potentially useful reporting fields.

Step 2 – Add your campaign to the report Select the AppExchange campaign you set up earlier.

Step 3 – Add campaign filters (optional) Filters allow you to segment very specifically.

Step 4 – Schedule reports to run Tip: dashboards are only as up-to-date as reports are

Step 5 – Create a dashboard A visual representation of your reports.

Step 6 – Fine tune your configuration Experiment with different charting styles and layouts.

Step 9– Flesh out the dashboard with additional reports Dashboards are based upon Salesforce reports data.

BONUS! Create an AppExchange lead list view for sales reps in 20 seconds.

More Actionable Tips

ü  Recommended reports

ü  Dashboard layouts

ü  Data Integrity

ü  Sales enablement strategies

RingDNA.com