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Apigee Partner Marketing Playbook
What is Apigee and why you should care
Apigee is the cross-cloud API platform. It gives businesses control over and visibility into the APIs that connect applications and data across the enterprise and across clouds.
Apigee empowers organizations to accelerate their business by unlocking the value of data and delivering modern applications.
Apigee is the platform for all of an enterprise’s API initiatives, whether enabling agility and speed for internal or external developers, powering external experiences, or connecting internal applications and systems. With Apigee, businesses can quickly deliver the connected experiences, operational efficiency, and actionable intelligence to accelerate business.
Messaging
Connected experiences
Operational efficiency Actionable intelligence Apigee empowers businesses to quickly build and deliver modern mobile applications and other connected experiences to their customers, partners, and employees. With Apigee, organizations can speed time to market and deliver a unified experience by bridging legacy systems to modern applications and “wrapping” clunky legacy user interfaces and processes in a clean API facade. They can adapt faster to new customer demands and more easily incorporate partner and third-party offerings to customers - while maintaining control as they securely expose data and systems outside the traditional perimeters of the enterprise. In short, with well-managed APIs, developers can build and deliver modern applications faster.
Operational efficiency
With Apigee, organizations can experience new levels of operational efficiency by unlocking enterprise data from silos and empowering internal developers with the data and tools they need to build cloud-based applications fast. Apigee is a cloud-agnostic platform, so organizations can connect and manage APIs and data across a heterogeneous IT ecosystem. Businesses can automate repetitive tasks and processes, ensure data flows to the right place at the right time, and grant partners and internal developers secure access to data and services. By leveraging the Apigee platform to empower its developers and securely connect its data and applications across the enterprise and across clouds, businesses can execute faster and optimize costs.
Actionable intelligence
Today’s enterprises must be able to leverage data analytics and machine learning to make smarter decisions and fortify their business against security threats. Apigee gives organizations 360-degree visibility into API usage and traffic, developer behavior, and other systems operations, enabling them to better measure key performance indicators (KPIs) and generate intelligence to inform business decisions. Apigee customers can even flow Apigee data into Google’s BigQuery service for more advanced data analytics. The Apigee platform lets businesses leverage machine learning to identify anomalies, maintain user experiences, and protect against bots and other malicious actors.
Verticalized Messaging
Think about the target audience you’re addressing and ensure your content is relevant and in the correct tone. For example:
Retailers
To stay competitive, retailers must build digitally enabled personalised experiences to engage consumers through multiple online and physical channels. The Apigee team has worked with leading global companies in the retail sector to help them accelerate their digital initiatives and enable the delivery of more modern commerce experiences that engage users across all channels: store, mobile, web, social, etc.
Media and entertainment industry
Digital technology is revolutionising the media/entertainment industry and dramatically changing how content is delivered, consumed, and experienced. This requires new ways to track, monitor, and engage consumers. Companies strive to bring social interaction to content, whilst making it consumable anywhere at anytime, supporting on-demand personalised viewing. The need to support the never-ending stream of new devices, whilst ensuring that content can be delivered seamlessly from disparate sources and formats, continues to present challenges for businesses in this space..
Read verticalized Apigee messaging and view a selection of approved sentences providing clear statements related to Apigee.
Summaries include: Who/why; API Management/board conversion; retailers; media and entertainment industry; finance; healthcare; and telco.New Paragraph
Verticalized Assets
Share a 1 pager brief about Apigee. For Event giveaway and customer email/meeting follow ups.
Retailers
Elevator Pitch: Deliver delightful shopping experiences, improve store operations and unlock new revenue channels with an API-first architecture built on Google Cloud’s Apigee
Banking
Elevator Pitch: Apigee is the industry leading solution that is built to support the digital transformation of banks with an API-first architecture that delivers scale and flexibility.
Media & Entertainment
Elevator Pitch: Future proof your content and delight consumers via expertly-delivered, personalized content with an API-first architecture built on Google Cloud’s Apigee API management platform
Healthcare
Elevator Pitch: Apigee is built to support Healthcare & Life Sciences and its ecosystem as the standards and solutions change.
Telecommunications
Elevator Pitch: Apigee is the industry leading solution that is built to support the digital transformation of Telcos with an API-first architecture that delivers scale and flexibility
Help on how to pitch Apigee
If you want to learn more about Apigee use cases, get Apigee’s pitch decks, differentiation and objective handling, please attend Apigee Partner Sales Bootcamp, if you haven’t done so already and explored resources linked below.
How to use Apigee's brand
Partner Brand Guidelines
Brand guidelines
There are a few things we need to follow to stay on-brand. These guidelines are designed to cover everything you do with Google Cloud, from sponsoring events through to developing campaigns.
You’ll find helpful do’s and don’ts that should give you all you need to know to stay compliant with Google Cloud’s standards. You will also find high-res logos. Please don’t hesitate to ask if you have any queries.
We will not check every execution you prepare, so it will be your responsibility to be compliant with the Playbook guidelines.
How to write about Apigee
Editorial guidelines
When to use Apigee vs Google
Guidance: Apigee should be referenced as a product or a team within Google. Google or Google Cloud is the company.
● Google Cloud’s Apigee API management platform
● The Apigee API platform from Google Cloud
● Apigee customers include Accuweather and Tradier. (in this case, listing a product’s customers)
● Google Cloud customers include Accuweather and Tradier. (in this case, listing a company’s customers.)
● Google’s Apigee team has amazing marketing.
● Apigee, part of Google Cloud
● “The Google Apigee API management platform”
● “Google/Apigee’s API management platform”
How to capitalize Apigee products vs capabilities
Guidance:
Always capitalize Apigee products (with unique SKU) – i.e. Apigee, Apigee Edge, Apigee Monetization, Apigee Sense and (once GA) Apigee Hybrid.
Do not capitalize capabilities included as part of Apigee Edge – i.e. developer portal.
● Apigee Monetization can help businesses treat APIs like products.
● Apigee Sense can increase program security by identifying bat bots.
● Apigee has a new integrated developer portal.
● Apigee’s API Analytics capabilities are unmatched.
● Apigee’s API Monitoring feature helps operations teams increase API availability for application developers, customers, and partners.
When not to capitalize
“digital transformation,” “API program,” “API team,” etc.
Guidance: None of these are a proper noun, so they aren’t capitalized.
Plural of API
Guidance: API can be pluralised so do not include an apostrophe when doing so
Enterprises that recognize the digital transformation imperative have begun to invest in API programs and API teams.
Enterprises that recognize the Digital Transformation imperative have begun to invest in API Programs and API Teams.
We love APIs!
We love APIs!
When to use product name Apigee Edge vs Apigee
Guidance: While Apigee Edge is still officially a product name, in practice, we are increasingly using just “Apigee” as the product name.
How to use the term “API gateway”
Guidance: Do not call Apigee a “gateway.” Apigee has an API gateway, but it is not just an API gateway.
Apigee is a leading API management platform
Apigee Edge is a leading API management platform
Apigee is a full lifecycle API management platform. Apigee includes an API gateway and a developer portal, among other capabilities.
Apigee is a leading API gateway.
Writing a press release with Apigee
PR guidelines
PR approval
If you want to write an article about partnership with Apigee or about a new customer who has bought Apigee, no problem.
Have your PR team write about it but please send your press release to us to review. Once Google Cloud PR has signed it off, you can then drive the media outreach.
Some suggestions for press release headlines may include:
- Google’s Apigee team and ‘partner’ combine efforts to boost enterprises business with APIs
- Google Cloud’s Apigee API management platform and ‘partner’ announce partnership to help enterprises accelerate business with APIs
Press release copy
Follow this general format:
Subject line (headline)
Example: “Company X builds new solution for customers, leveraging Apigee”
Dateline
Example: “ANYTOWN, UK. - 22 June 2019 - Company X today announced the availability of XY solution.”
1st paragraph
Starting with a clear description of the solution your company created and the need(s) it addressed for the client.
2nd paragraph
Add detail. Include the ”who, what, when, where, and why” of your story. Use data, such as performance metrics or ROI, that puts the benefits of your Apigee API solution in quantifiable terms.
3rd paragraph
Include quotes from a client spokesperson on how Google Map APIs contributed to the success.
Final paragraph
This paragraph should include contact information of your company.
“About” sections
Include brief paragraphs that describe the client and your company.
Press releases dos and don’ts
- Send any material that refer to Apigee or make use of any Apigee trademarks to your PSM and Marketing for review and approval at least five business days before issue.
- Talk about the customer you have helped
- Talk about what you have built and or the services you provide
- Use templates guidelines where appropriate
- Use the Apigee Digital Partner logo
Note: Google does not issue joint press releases or quotes. Here is further information on PR guidelines
- Don’t disclose details of agreements you have with Apigee or claim exclusive partnerships
- Avoid using abbreviations (for example Gdrive) or business jargon
- Avoid using boastful words like: “best”, “unique”, “number 1”
- Don’t use Apigee boiler plate or Google Cloud logo
