Using Salesforce to Manage Your Developer Community

Editor's Notes

1. I’m going to explain how you can use the Salesforce1 Platform to manage your developer community
2. And I’m going to give you a peek into how we use Salesforce to manage our developer community
3. Key Takeaway:We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.com.Talk Track:Before I begin, just a word from our lawyers.  We are a publicly held company and this is our safe harbor statement which if you cannot read, you can find on our website.  Any purchasing decisions you make, should be made based on currently available technology.
4. Familiar marketing concept, gives some structure to the processAs we move down the funnel, our engagement with the developer increasesAt the top of the funnel, we don’t know much about the developer – maybe just their trail through the website, and a rough idea of their locationWhen they register for a webinar, for example, we have their email address, possibly real name and company, and are starting to get an idea about their area of interestMidway through the funnel, we can engage very effectively – e.g. send links to relevant resourcesReleasing an app on the AppExchange is one possible goal – depends on the developer – another might be ‘Start a developer user group’Also, as we move down the funnel, we can segment the audience of developers more finely – we know more about them, so we can deliver them content that is more relevantThat’s what this process is really about – giving developers what they need to get the job done – we want to give them less volume, more relevance
5. Once our developers are nearing the bottom of the funnel, we know a LOT about themEvents such as ‘developer creates forum account’, ‘developer logs in to environment’ feed into our systemBut developers are generally more privacy conscious than the average consumer
6. We want our developers to be successful, our goal is to give them the tools they needBut, when a dev first creates a trigger, for example, we don’t want to email them a few mins later with an article on writing triggers – don’t want them to feel we’re looking over their shoulder!Do want to nurture – welcome developer to the platform, ‘notice’ that they haven’t logged in for a while, send then an email touching base
7. Every touch on every channel can be personalized – provide relevant content in emailTweets and FB comments can be answered with context
8. You can even serve relevant content within your product – the landing page in developer edition, for exampleHow do you manage all this?
9. SalesforcePardot and ExactTarget are fine products, and there are many other marketing automation tools out thereWhat do all of these products have in common?
10. Can all use our standard CRM objects: Account, Contact, Campaign – and can add their own fields and objectsBut all of these apps are using Salesforce for more than just the schema, they’re using Salesforce as a PLATFORM
11. All the marketing automation available on a desktop is now available on a mobile device. This includes Apps built by Salesforce, by our partners and by you. We’ve built the common user interface and API’s into a container that you can use to surface any of your own custom apps.
12. All of these marketing automation products have mobile apps
13. I could talk to this slide ALL DAY