GENERATE LEADS THROUGH DIGITAL CHANNELS One of the biggest requests we’ve heard from partners in recent weeks is generating leads to replace in-person conversations and demos usually presented at events. Fortunately, there are plenty of opportunities to create marketing assets that help spread awareness and generate leads. The following are great options to consider (at different investment levels, depending on scope), especially if you are diverting event budget to other lead-generation activities. Right now it’s critically important to put care into a marketing message that cascades through all your assets and campaigns. Please follow us on the Partner Community for the latest guidance. For specific recommendations, review the Salesforce Guiding Principles for COVID-19, the Salesforce COVID-19 V2MOM, and the first episode of Leading Through Change, featuring Salesforce CMO Stephanie Buscemi, about communicating with customers in times of change. Create White Papers and E-Books Thought-leadership white papers can serve as the foundation for an effective lead-generation campaign. Consider working with an industry specialist to create an asset that attracts a strong readership in association with name-brand publications like Harvard Business Review and The Economist, or analysts like IDC and Forrester. You can use a digital format and create a gated version on a website to collect lead information prior to downloading. Host Webinars Sponsored webcasts and webinars are a popular way for prospects to consume information and interact with experts. Webinars can tap into a big subscriber base and bring in large groups of leads. About 50% of registrants typically show up for these online events, and the webinar can be hosted on a site for months to collect leads from replays. Fuel Your Social Media Drive additional traffic to your assets and increase brand awareness by combining any lead-generation mechanism with a social campaign through LinkedIn, Twitter, banner ad placements, and more. There are ways you can collaborate with AppExchange on this at no cost. CONNECT WITH SALESFORCE ACCOUNT EXECUTIVES Another request we’ve heard from partners is to get in front of the direct sales teams at Salesforce, who can involve partners in joint deals to solve customer pain points. Here are some options to create content that will help partners educate our AEs and SEs on the right time to bring them in. Grow Communication Touchpoints To start, we recommend listening to the March 27 Partner Town Hall where Leon Magnan, SVP, Alliances, offers his first-hand recommendations on how to engage with the Salesforce field at this time. We all need to prioritize communication. Consider how marketing assets can generate additional touchpoints with Salesforce AEs and SE. For example, if you were planning an in-person meeting, creating a customer story asset could be another way to stay in touch. Create or Refresh Your Salesforce-Facing Content Boost engagement and sales by showing how your solution unlocks the power of the Salesforce Platform and drives digital transformation. Templates can be found here. • First-Call Deck: Fine-tune your first-call deck to clearly communicate your company’s messaging and resonate with your target audience. Now is the time to make sure it’s concise, engaging, and relevant to a Salesforce audience. • Battlecard: Boil down your value proposition to a compelling, easy-to-consume one-pager that speaks directly to an AE. 5