Rev-Up Your Partner Digital Demand Gen Engine
By: Adriana Santos
Tags: Salesforce Partners, Isvs, Entrepreneurship, Appexchange, Salesforce

Having a solid digital demand generation strategy in our work-from-anywhere world is essential to the success of Salesforce partners. It requires clear KPIs, realistic marketing lead targets, and a channel strategy to target your key audiences with relevant messages at the right time.



Above all else, 2020 made it clear that having a digital strategy isn’t just a “nice-to-have,” but rather an imperative for partners and customers alike. Let’s take a look at how to set your business up to drive a winning demand gen partner strategy.

Meet the NEW Digital Marketing Program

To design and deliver seamless, connected digital experiences, marketing, and sales leaders must rethink their strategy to connect and engage with prospective customers. To help partners reach customers and drive demand in this all-digital world — plus build digital marketing skills — we’ve rolled out the Digital Marketing Program. Built with partners in mind and leveraging resources including Partner Learning Camp, the reimaged Partner Marketing Center, the new Digital Marketing Services, and Google Adwords, this program is available to help your organization build digital marketing skills, market faster, and align to Salesforce key themes to drive customer engagement and pipeline.

It starts with the fundamentals

If you have limited budgets, a small marketing team, or just need to stay up to date with the latest digital marketing practices, Partner Learning Camp and specifically the Digital Marketing Curriculum is the place to begin your journey. It covers a variety of topics from B2B marketing principles to go-to-market strategies. Whether you want to work your way through the whole curriculum or maybe just a topic or two, you can begin exploring the curriculum and polishing up your digital marketing skillset. You can make it optional or even a requirement for your marketing team members. Here’s a look at the course list:

Introduction to B2B Marketing

Email Marketing Essentials

Programmatic Advertising and Demand and Lead Generation

Using Paid Social to Boost Your B2B Marketing

Improving Your Visibility in Search Engines

Data, Analytics, and Developing Insights

Unlocking Value through Marketing Technology

Bring Your Event from In-Person to Online

Understand and Use Account-Based Marketing

Create a Marketing Plan to Achieve Success

Leverage key resources to help you run effective digital campaigns

Once you’ve run through the Digital Marketing Curriculum, you’re ready to begin digital marketing campaign planning. Questions we get often from partners include “How can I market faster and smarter to drive demand for my business?” and “How can I get more ROI from my marketing investments and resources?” It starts with leveraging the many valuable resources you have at your disposal, like the reimagined Partner Marketing Center (PMC). Explore the PMC and get access to pre-built, co-branded marketing templates, and guides — including emails, sales decks, guides, call scripts, and more. Get access to the PMC by installing the app on AppExchange.

Do you have limited time and resources to build digital marketing assets that showcase your Salesforce expertise or highlight the value of your Salesforce app? The path to digital doesn’t have to be hard. Digital Marketing Services (DMS) — a new benefit for partners launched in 2021 — is an easy, efficient way to amplify your brand, voice, and value prop through a set of digital assets to execute in your channels. We’ve done the heavy lifting to help you drive demand digitally by providing starter content and connecting you with agency-powered support: just input your creative info into the Campaign Builder tool and your assigned Campaign Manager will help you refine the materials for higher performance. Learn more about DMS and apply today.

Ensure you have a process to capture leads.

When creating your digital demand gen strategy, it’s critical that you have a clear process in place for capturing and handing off leads to your sales team. One of the perks of having an AppExchange listing is that the “Get it Now,” “Watch a Demo,” and “Test Drive” buttons on your AppExchange listing are all opportunities for conversion and lead capture.



Before you run any digital marketing campaign, ensure your License Management App (LMA) is set up correctly to receive leads. The LMA lets you manage leads and licenses for your AppExchange offerings. By integrating the LMA into your sales and marketing processes, you can better engage with prospects, retain existing customers, and grow your ISV business. Learn more here.

Integrate targeted co-marketing plays into your strategy

The AppExchange Marketing Program (AMP) offers an array of paid co-marketing opportunities that allow you to go even further with your AppExchange marketing strategy. AMP opportunities help you to reach Salesforce customers, employees, and influencers. These targeted turnkey marketing opportunities are executed by the AppExchange team with your approvals and inputs. If you are an ISV partner interested in driving awareness for your app with a highly targeted group like Salesforce Solution Engineers, a program that could be a good fit is the AMP Demo Jam for Salesforce Solution Engineers, which gives you the opportunity to demo your app.



I hope this blog provided some helpful tools and best practices to start tackling your digital demand generation strategy in our work-from-anywhere world. Don’t forget that to create a winning demand gen partner strategy, it’s important always be testing and learning from fellow partners and customers.



Interested to learn more about how you can accelerate your digital marketing engine? Check out the Digital Marketing Program on the Partner Community.