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Rachella Grossi presents on how Salesforce became a leader in the Cloud ISV space. Great session for Marketers.This was presented during a Breakout Session at Cloudforce Sydney 2012 (http://www.salesforce.com/au/cloudforce/ ).
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Behind the Cloud: How Salesforce.com
Became the Leading Cloud ISV
Rachella Grossi
Senior Manager, Partner Marketing & Programs
@partnerforce
in/rachellazg
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
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, 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, 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-K for the most recent fiscal year ended January 31, 2012. This document and
others 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 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.
We are an ISV:
Evolved from Start-up to the enterprise cloud computing leader
Pioneered marketing formulas….and learned from mistakes!
Learn from Our 13 Years of Marketing Experience
We learned what works:
Right messaging, killer content
Unparalleled lead follow up
Market outreach through new channels
Strategy for press and social media
24/7 demand generation machine
What’s Your Best Path for Marketing Success?
Four Key Marketing Plays for ISV Success
Nail the
Message
Be Part of
Something
Bigger
Get
Social
1 2 3
Optimize Your
Demand
Generation
4
Start With the Right Pitch….
Concrete benefits
Feature level differentiation
User Interface emphasis
Embrace language
The Right Pitch in the Right Voice
Consider our Aloha voice:
Be conversational
Be direct
Be concise
Some Aloha Examples
Be Conversational: We enable collaboration by securely and effectively connecting people
and business information systems within enterprises and across
enterprises.
Collaborate in real time, from anywhere.
Be Direct: Oracle offers a broad portfolio of products and services to enable public,
private, and hybrid clouds that enable customer choice.
Cloud computing makes your business more profitable.
Be Concise: Microsoft is redefining how business solutions empower people for
greater success, predict potential issues and opportunities, and enable
organizations to expand the possibilities for competitive advantage.
Supercharge your sales. Bring social intelligence into your sales process.
Now Create Your Shareable Content
Compelling customer stories
Videos first
Relevant infographics
BMC’s Remedyforce is a Great Example of Dynamic Content
Four Key Marketing Plays for ISV Success
Nail the
Message
Be Part of
Something
Bigger
Get
Social
1 2 3
Optimize Your
Demand
Generation
4
Salesforce.com Has Been Reborn Social
Our Social Enterprise Message is Resonating
Our Lead Message
And Our Customers Are Loving It
The Market Gets It
And Our Customers Want More Social Apps
We’re Looking for the Best Social Enterprise Apps
Now is the Time to Join the Social Revolution
Social Enterprise
is Born
Lip Service From
Dinosaurs
Evolution to Next Cycle
Leaders are Established
Industry Matures
Year 1 Year 3 Year 5 Year 7 Year 9 Year 10
TODAY
Kenandy’s Messaging is Aligned with the Social Enterprise
Four Key Marketing Plays for ISV Success
Nail the
Message
Be Part of
Something
Bigger
Get
Social
1 2 3
Optimize Your
Demand
Generation
4
Engage Your Customers Where They Are
Understand the Relevant Metrics
HubSpot’s Social Media Strategy is Successful
Fresh content
Dynamic assets
High engagement
Four Key Marketing Plays for ISV Success
Nail the
Message
Be Part of
Something
Bigger
Get
Social
1 2 3
Optimize Your
Demand
Generation
4
Events
Integrated
Campaign
Strategy Social Media
Internal
Communications
Website
Advertising
Partnerships
Digital PR
Best Practices for PR Success
1. Reporters are writers -
tell a story
2. Focus on customer
success
3. Make your own metaphors
4. Get social
5. Keep salesforce.com in the loop
Promote Your Videos Everywhere
39% Salesforce.com
46% YouTube
14% 3rd Party Sites
2,500+ videos in our library & 12,000+ video views a day
Drive Interest And Leads With AppExchange
Evaluate SEO/SEM and Retargeting
Constantly measure and improve your SEM
Follow SEO best practices
Use retargeting to drive repeat visits to your site
Visitor comes
to your site
They learn about
your products but
leave before
purchasing
Retargeting displays your ads on sites they
visit later - bringing them back and keeping
your brand or solution top of mind
Build Your Events Strategy
Research top events in your
industry
Identify which events you need
to be at
Don’t Miss Salesforce.com Events
Prospects and current customers
Dreamforce: Annual user group
conference with 45k+ attendees
Cloudforce: Global events with 300-
10,000 attendees
Create Awareness and Demand at Events
Event Success Strategies
Go big or go home
Harness your customers’ positive energy
Every employee on message
Optimize Your Lead Follow Up with Sales
Keys to salesforce.com conversion success
Nurture emails
DNA aligned with sales structure
Lightening quick follow up
Equitable distribution to reps
Clear conversion criteria
Multi-touch approach
Marketing
Success
Map Out Your Path to Marketing Success
Get the right pitch and
voice and produce great
content
Actively participate on
social channels
Combine forces with other leaders
and join the social revolution Nail the Message
Get Social
Be Part of Something Bigger
Goal
Optimize Your
Demand Generation
Deliver ROI with integrated
marketing campaigns
Acromobile Rohit Ambekar Chief Operating Officer
Who is Acromobile?
Founded in September 2009 with HQ in Singapore
Business-to-customer engagement & marketing
2 components:
Nucleus - developed on Force.com
Engage - native iOS & Android apps, Mobile Web &
Desktop
Drive customer Acquisition, Loyalty, Commerce &
support
Frameworks & Modular approach - shorter
development cycle & lower cost
How We Market Ourselves
Build relationships:
– Salesforce.com - event sponsorship, joint CEO roundtables
– Sales leads and referrals to Partner community
Promote charity & social entrepreneurship
Make ourselves as visible as possible:
– Website - case studies & videos
– Sponsorships - TV shows, sporting events, etc.
– Event-based , e.g. Cloudforce Scavenger Hunt
Acromobile Scavenger Hunt
Prize Draw funded by Acromobile
For Visitors - incentive for visitors
to engage with participating
exhibitors
For Exhibitors - free & convenient
way to engage visitors, post-event
marketing
For Salesforce.com - live
demonstration of mobility on
Force.com
Acromobile Scavenger Hunt
Don’t Forget to Submit Your Survey!
Stop by the registration kiosks to complete your
session surveys. We have 200 KeepCups to
give away as well as the chance
to win a $500 iTunes voucher!
Thank you!
NSW Permit No. LTPS/12/05010