Is Partner Co-Marketing (Formerly AMP) Worth It?

by The AppExchange Whisperer

With the rebrand of Salesforce’s AppExchange Marketing Program (AMP) to the Partner Co-Marketing Program, many ISVs are asking the same question:

“Is it worth the investment?”

The short answer?

Yes, it can be — when done correctly.

Over the years, I’ve worked closely with the AMP (now Partner Co-Marketing) team, helping Salesforce ISVs unlock value across nearly every promotion type. 

🧱 What Is the Salesforce Partner Co-Marketing Program?

The program offers AppExchange Partners paid co-marketing opportunities grouped into four strategic categories. Below, I highlight just a few of the options in each — but know there are many more promotions available, including combinations and bundled campaigns.

1. 📽️ Showcase Your Product

These are Salesforce-produced, co-branded video assets focused on demonstrating your product's value visually. They’re not lead-gen focused but serve as trust-building, evergreen content.

Best for: websites, events, outbound campaigns, and sales enablement.

✅ Examples:

• 60-Second Solution Video – A punchy overview of your product's core value prop.
  
  

• Product Demo Video – A concise walkthrough of how your solution works.
  
  

• Industry Product Demo Video – Tailored to a Salesforce vertical like Financial Services or Healthcare.
  
  

⚠️ These are excellent booth loop videos, landing page assets, and sales tools.

2. 📣 Promote Your AppExchange Listing

Site-based placements that drive more eyes to your listing — but don't guarantee lead volume unless your listing content and CTA are conversion-ready.

Best for: ISVs with mature listings looking to increase visibility.

✅ Examples:

• Homepage Promotion – Featured in the “Sponsored Solutions” section of AppExchange's homepage for a month.
  
  

• Category or Subcategory Promotion – Your listing pinned in a targeted category (e.g., Sales, Analytics) for a full quarter.
  
  

• Sponsored Search Results – Appear higher in AppExchange searches for selected keywords.
  
  

⚠️ These work best when your listing is already optimized to convert visitors.

3. 📈 Increase Solution Awareness

Focuses on content-led and demand-gen opportunities. These assets are often distributed via Salesforce channels and paired with lead capture.

Best for: thought leadership, outbound campaigns, ABM, and vertical marketing.

✅ Examples:

• Customer Story (Demand Gen) – A one-page, co-branded asset that tells your customer success story.
  
  

• Customer Testimonial Video – Your customer shares their experience and outcomes — a strong trust asset.
  
  

• Industry Webinar or E-Book – Educational, vertical-specific content promoted to targeted audiences.
  
  

⚠️ These assets fuel credibility and warm interest — especially in emerging categories.

4. 📚 Educate Salesforce Employees

Internal-facing enablement tools to help Salesforce AEs, SEs, and partner managers understand and position your product in deals.

Best for: ISVs pursuing co-sell, referrals, or who want to build internal awareness.

✅ Examples:

• Demo Jam for SEs – Present your product in a recorded session shared with Salesforce engineers.
  
  

• Use Case or Sales Slide Inclusion – Your product included in partner GTM enablement decks.
  
  

• Internal Training Video – Salesforce-branded overview to educate internal teams.
  
  

⚠️ These options are less flashy but often highly impactful when part of a co-sell motion.

🧠 What I Do Differently

Partner Co-Marketing doesn’t work without the right foundation and follow-through. That’s where I come in.

I can lead the full engagement with the Salesforce team, freeing up your bandwidth. You should be working on the business and not in it. Full transparency: I have no business relationship with the team.

✅ I handle:

• Listing readiness & conversion strategy
  
  

• Program selection based on your GTM maturity
  
  

• Content coordination and submission
  
  

• Salesforce communication & deadlines
  
  

• Post-promotion ROI review
  
  

🎥 Watch how I support ISVs from assessment to campaign success

✅ Requirements to Participate

Before engaging in Partner Co-Marketing, you must:

• Be a Salesforce Partner in good standing
  
  

• Have a live, public AppExchange listing
  
  

• Follow Salesforce’s branding and content guidelines
  
  

• Assign a dedicated resource (like me) to manage the engagement
  
  

🔍 Does Partner Co-Marketing Improve My AppExchange Search Ranking?

No. None of the paid placements affect your organic search ranking or keyword positions.

However, Homepage Promotions, Category Placements, and Sponsored Search Results can drive a significant boost in traffic — if your listing is optimized for conversion.

💡 Pro Tip: Never pay for visibility if your listing isn’t built to convert.

❓Top Questions I Get from ISVs

Q: Is the program global?
Yes. Most campaigns support global audiences. The Japanese AppExchange is currently excluded.

Q: Can I participate before passing security review?
No. Your listing must be fully live and public.

Q: Can I promote more than one product?
Some options allow multi-app positioning, but one listing must serve as the call-to-action.

Q: How do I measure ROI?
Each promotion has historical metrics, and I build tracking into your CRM attribution strategy. It starts with a strong listing and ends with proper post-campaign analysis.

💬 Final Take: Is It Worth It?

Yes — but only if you're ready.

Partner Co-Marketing can help you:

• Build credibility through co-branded assets
  
  

• Drive awareness and leads via Salesforce’s trusted channels
  
  

• Strengthen your listing visibility and internal alignment
  
  

But if your listing isn’t prepared to convert, or if you're unclear on messaging, you’ll likely see increased traffic with minimal return. That’s why every campaign I run begins with an honest, listing assessment.

🚀 Want to Make It Work for You?

Let’s unlock your listing’s full potential — and get you real ROI from Salesforce’s Partner Co-Marketing program.  📅 Book a 30-minute strategy session →