Acting Like a Top 25 Salesforce ISV: Product Marketing Strategies that Drive Salesforce Success All ISVs strive to create product marketing messaging that differentiates them from their competition. But leading ISVs know that to stand out, you must also speak clearly to how you add value to Salesforce. We're joining forces with marketing leaders from OwnBackup to discuss how to create a product marketing framework that meets your target market's needs and amplifies the results from your Salesforce outreach. In this webinar, you’ll learn: - How to create product messaging that differentiates you from your competition AND showcases the value you add to Salesforce. - Why you need a dual-pronged messaging framework that targets prospects and key Salesforce personas. - What tactics work in capturing mind- and market-share and which you should avoid. Access the recoding: https://learn.codescience.com/top-25-salesforce-isv-product-marketing-strategy-long.html

1. Insights, Tips, and Plans to Help you Grow Your
Salesforce-Subscription Business
Acting Like a Top 25
Salesforce ISV

2. Today’s Speakers:
Sean Hogan
CRO
CodeScience
Matthew Hutchison (Hutch)
Vice President Product Marketing
OwnBackup
Steve Malone
Director of Demand Generation
OwnBackup

3. ● Who is CodeScience & Why we created this webinar series
● Revenue stages
● The 4 Primary GTM Functions
● Top 25 ISV crose department functions
● OwnBackup’s Story - Product Marketing for Salesforce Tips
● Open Q&A
Agenda

4. Who is CodeScience
● Founding partner of the Salesforce Product
Development Organization (PDO) Program since
2008 - named Master PDO in 2017
● We build Salesforce AppExchange solutions for our
clients.

5. Client success: 10% of the Appexchange

6. CodeScience client focus:

7. ● For every $1 in ARR
● Market cap increase of 7 to 20 times
So $1M in ARR = $7M - $20M
$4M in ARR = $28M - $80M
State of the AppExchange Report: http://tinyurl.com/SOAP20
Why act like a top 25 ISV?

8. Your Revenue stages changes your team design

9. Everyone wants smooth sailing

10. Acting controlled within the chaos

11. 4 Primary GTM functions
Product
Revenue
(Sales & Marketing,
Customer Success)
Support Services

12. Top 25 ISVs align business functions
Strategy Finance Sales Ops
Marketing
Ops
Legal Ops
Segments
Vertical
Direct
Indirect
Tech Gaps
Services Gaps
Geo Expansion
Team
Comp
SaaS Business Analytics
Model
AR | AP (COA)
Approval Matrix
SFDC Org config
COA
LMA
Add-on Apps
Deal Support
Security Responses
AMP
PPC
AppExchange Analytics
Add-on Apps
Campaign Support
Event marketing Ops
Salesforce
Distribution
agreement
NDA
End User Agreement
Referral Agreement
Partner Agreement

13. Top 25 ISVs also align in these areas
Product
Marketing
Sales
Sales
Engineers
SFDC
Alliances
Deploy
Demo Story
1 Pager
White Paper
Security Paper
Segment | Persona
Target Budget Buyer
Win Wires
Segment mapping
Trial Experience
Event Marketing
Techniques
Persona Buyer
Dash not Features
No Floating
Demo Org
Trial Experience
P.O.C.
Demo Org to SDO / IDO
Segment mapping
Lunch N Learns
Chatter Page
PAM Alignment
Customer Win Wires
SME Alignment
Project Owner
C|S Tech Team
Feedback loop to
R&D

14. Super Hard Skill Set

15. Top 25 ISVs Connect Critical Functions
Strategy
Product
Management
Product
Marketing
Marketing
Operations
Sales Ops
LegalFinance
Sales
Sales
Engineers
SFDC
Alliances
Demand
Gen
Marketing
Support
Deploy

16. Today’s focus Product Marketing for Salesforce
Strategy Messaging Execution
Product Marketing Team

17. OwnBackup Experts:
Matthew Hutchison (Hutch)
Vice President Product Marketing
OwnBackup
Steve Malone
Director of Demand Generation
OwnBackup

19. OwnBackup Company Milestones

21. Cross Functional Alignment
Marketing Channels
Internal
SFDC
AE/SE
Prospects
&
Customers
Event
Marketing
App
Exchange
Digital
Channels
Product
Marketing
Product
Management
Sales
Unique Marketing Messaging
Product Marketing - Getting on Message:

22. Lessons Learned
Salesforce is open to influence and suggestions when reputation is established, regardless of size.
Develop a provocative point of view and ride with it.
Make friends with synergistic Salesforce partners.
Customer education is our top priority (isn’t data stored in the cloud safe?).
Don’t get comfortable...we live in a fluid world (revised messaging, pivot to digital).
AppExchange reviews are gold.
Don’t write the best book nobody ever read (WIP content management).
Internal enablement is paramount to success (Brainshark).
Salesforce AEs/SEs: How can this help me to crush my numbers?

23. Please Submit Your Questions Below
Open Q&A

24. Contact Us:
Sean Hogan
Thank You
Matt Hutchinson
matthewh@ownbackup.com
sales@codescience.com
Steve Malone
steve@ownbackup.com