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Deciphering Your AppExchange Lead Sources

Deciphering your AppExchange Lead Sources

Your AppExchange listing serves many purposes – brand awareness, a one stop shop for your customers, prospects and SIs and maybe most importantly a lead source.

Watch Demo, Test Drive, Trial, Get it Now – all of these buttons can result in a lead meaning that the interested party is presented with a form asking for their contact information. These golden forms submit leads to your team and let you know that you’re getting noticed but the Salesforce naming conventions aren’t always clear so we’re here to help clear things up.

Now that you have your Partner Business Org (PBO) configured to collect leads from customer and partner activity on the AppExchange, this document walks through the definitions of the acronyms for the lead sources and why you sometimes will get a “dup” in the lead source for certain leads.

Lead Sources from the AppExchange

‍AppExchange lead sources will always use the following format: SFDC-XX|Listing Name or SFDC-dup-XX|Listing Name. XX identifies what action from the AppExchange the lead took in order to generate that record, so it will be limited to the types of options you have enabled on your AppExchange listing.

*LM was a previous acronym for the Learn More action on the AppExchange but is no longer available.

‍“Dup” Acronym on lead sources in the PBO from the AppExchange

‍A duplicate lead is a lead that AppExchange already sent to your org for the user, listing, or action within the past 180 days.

Duplicate lead sources always contain the string -dup- and use the format SFDC-dup-XX|Listing Name. For example, SFDC-dup-IN|Example App indicates a duplicate lead from a user who clicked Get It Now on the Example App’s listing.


  1. Include lead capturing activities on your Listing (Watch a Demo, Test Drive, Trial, Get it Now)
  2. Make sure you have set up your AppExchange to capture leads and check it often.  Things break, gremlins uncheck boxes, we’ve seen too many companies not have lead capture set up appropriately and miss out on months of possible interest.
  3. Have a solid AppExchange lead follow up plan in place including automated responses & sales follow up.

You can dig in deeper here on Salesforce’s dev site.

Interested in learning more? Reach out to our team — we’re here to help!


  • How do I decipher leads from the AppExchange, SIs and Employees?

    Sales productivity tools have become the standard for every sales organization and can automate your lead follow-up cadences. Popular names include Salesloft, Outreach, Salesforce’s own High Velocity Sales, but there are also many other smaller ones to choose from. If you don’t own one already, it likely is worth the money and time to set one up to ensure you are following up on your valuable leads in a predictable way.

    If you google “lead follow-up” or “lead cadence best practices”, you will find many high-quality guides with best practices on when to call, when to email, when to LinkedIn message, and how to let the lead know you won’t be reaching out again. With that in mind, I am not going to cover the general concept in this post. Instead, I’ll speak more specifically about the lead cadences you need to design if you are an ISV in the Salesforce eco-system to help you maximize revenue as you go-to-market. The dates listed are suggestions and the content produced by Outreach and Salesloft will be valuable to reference when deciding what works for you.

     At a minimum, you need to design four distinct cadences for inbound leads:

    1. Leads from the AppExchange

    2. Leads from people with an email address

    3. Leads from Salesforce System Integrators

    4. Inbound leads on your site (will not be reviewed in this post)

    Leads from the AppExchange

    In the clarity of messaging around Salesforce, this buyer journey should be different from leads who come in through your website. The typical persona who is out shopping on the AppExchange is going to be very concerned with how it integrates with their existing Salesforce setup and is accustomed to a free trial experience when evaluating products. You will want to provide them with content which helps them in their evaluation process, strengthens their on- vs. off-platform argument, and shares relevant customer stories. All emails and calls should drive towards booking a meeting with a member of your sales team. Example cadence:

    • Day 1 (within five minutes)—Email with light tailoring and a phone call (VM if unanswered)

    • Day 3—Email and a phone call

    • Day 6—Just an email

    • Day 10—LinkedIn InMail or Email and a phone call

    • Day 15—Breakup email letting them know you won’t reach out again

    • Return to marketing nurture campaigns

     Leads from people with an email address

    This lead cadence needs to leverage your positioning specific to Salesforce and should not be the same as what you use with your end customers. This should call out joint customer wins/success stories, explain your SDO demo strategy, Org 62 Chatter, and talk about your value proposition that resonates with Salesforce. The CTA here is education through resources like your one-pager and giving them an option to connect with your team. The tone of these emails should scream, “We are committed to the Salesforce relationship and promise to support you.”

    • Day 1 (within five minutes)—Email with light tailoring and a phone call (VM if unanswered)

    • Day 6—Just an email

    • Day 10—LinkedIn InMail or Email and a phone call

    • Return to a Salesforce-specific marketing nurture campaign

    Leads from Salesforce System Integrators

    Your approach here will vary based on where your partner program currently is. If you don’t have a formal program that provides materials, training, certifications, and referral fees, then your messaging and strategy will mimic the cadence where you talk about the success customers have seen when working with your application plus an SI. For the purposes of this post, I will assume your SI program exists so your CTAs will want to follow your partner recruitment sales motion.

    • Day 1 (within five minutes)—Email with light tailoring and a phone call (VM if unanswered)

    • Day 6—Just an email

    • Day 10—LinkedIn InMail or Email and a phone call

    • Return to an SI-specific marketing nurture campaign

    In summary, what is important here is maturing your outreach to ensure messaging for your key partners is tailored while recognizing that clients who find you through the AppExchange deserve slightly different messaging from those who come to you via your website. If you would like help in designing these approaches, please schedule a meeting for us to discuss best practices with you.

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