Transcript Virtual Marketing Manager

DNS Arrow Marketing
Supporting our partners
every step of the way
Frances Norfolk
NetApp Marketing Manager
DNS Arrow
Agenda
• Introduction
– Roles and responsibilities
– Overview of marketing support and services
– Funding
• Key messaging & programmes
– Go to market positioning
– Solutions
– MSE marketing package
• Marketing planning
– Strategic/tactical
– What works?
– Success
• ROI
– Figures
– Measurement
Roles and responsibilities
 Fiona Vickers
Channel Marketing Manager - NetApp
[email protected]
 Frances Norfolk
NetApp Marketing Manager – DNS Arrow
[email protected]
 Jaimini Karsan
NetApp Marketing Executive - DNS Arrow
[email protected]
 Sian Owen
Marketing Finance Administrator - DNS Arrow
[email protected]
Supporting our partners every step of the way
DNS Arrow channel marketing support
Virtual Marketing Manager
• Create marketing direct mailers,
emailers online in an instant and
have access to relevant
supporting materials
• A simple-to-use activity planner to
schedule campaigns
• Resource library of brochures,
white papers, logos, images,
solution guides, branding
guidelines and more
• Reporting functionality to provide
ROI reports quickly
• Direct to print functionality
Solution marketing ready for adoption
Login: [email protected]
Password: g1bb5
Campaign Express – Access to Marketing
View Order
History
Easy to Use –
4 Step Process
View Work in
Progress
Campaigns
via
Shopping Cart
Choose from
NetApp or plain
templates
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www.partnermarketingdesk.com
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DNS Arrow & NetApp marketing portals
Partner Desk
http://www.partnermarketingdesk.com
Campaign Express
Accessed via NetApp Field Portal
Virtual Marketing
Manager
http://www.dnsarrowvmm.co.uk/
Tailored marketing support to suit
partner’s exact requirements
Easy to use online marketing tool
Contains nearly all of the features of
both Campaign Express and Partner
Desk in one easy to use established
portal within the channel
Benefit from experience of NetApp’s own
EMEA marketing Agency
Create and deliver NetApp campaigns
online in minutes
Activity planning tool creates ‘to do’
task list and campaign timeline
Comprehensive range of campaign
packages & best practise consultancy to
suit all marketing capabilities and
budgets
Add logo & messaging to existing
NetApp campaign content
Online DGF submission form – simple
and easy process
Access via dedicated portal
Choose from NetApp branded or generic
templates
Upload poof of performance
functionality
Ideal for partners with little time,
resource and/or budget
Specific portals containing information
for MSE and VSP partners
Access via NetApp Field Portal
All editable materials free of charge
Partners will see
PartnerEdge
Partner
specific events
Partners
specific news
by geo
Market Development Fund – FY10
 MDF is a benefit based on a business plan and subsequent marketing plan
 One overall fund in FY10
 Simplified funding structure
 Work with CDM/BDM and/or relevant Marketing Manager
 Submit MDF request via DNS Arrow Virtual Marketing Manager
 Pre-approval from NetApp and/or DNS Marketing
 Complete activity
 Claim your funds
 Discretionary fund
 Reviewed on a case by case basis
 Future funding is based on campaign measurement and ROI
NetApp & DNS Arrow campaign menu
DNS Arrow/NetApp Business Unit
Data Centre
NPP
NPP
NPP
NPP
VSP
VSP
VSP
VSP
MSE
Data Centre
MSE
Partner ready campaigns
Future campaigns
Campaign engagement process
Review campaign menu
Choose solution campaign
Select preferred online resource
DNS Arrow VMM
NetApp Campaign Express
NetApp Partner Marketing Desk
Select from recommended agencies
Telemarketing
Campaign Management
Event Management
Data Source
CEC
Venise
TBC
CEC
Aspire
Aspire
CPB
CPB
Submit MDF form via DGF
Execute campaign
Key Messaging and Programmes
 Compelling messaging
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Virtualisation
Storage Efficiency
Back up and recovery
Consolidation
Messaging and Collaboration
 Proven in delivering successful campaigns

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DNS Arrow have been selected for a VMware pilot campaign
Collective promotions around VMware and Sphere
 Build bespoke go to market messaging
 DNS Arrow thought leadership
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Cloud computing
Build messaging to suit all areas of Cloud
Demystifying Cloud Computing
Venue:
Chesford Grange, nr Kenilworth, Warwickshire
Date:
Tuesday, 3rd November 2009
The event has been designed to be fun, interactive and extremely informative, and
includes:
• Keynote presentation from Steve Pearce, Managing Director of DNS Arrow
• ‘To the point’ 20 minute round table sessions with our primary sponsors
• A dedicated Technical Stream
Currently sponsored by:
• Vendor breakout exhibition
• Evening dinner and entertainment
Please visit the Virtualisation website at www.dnsarrow.co.uk/virtualisation for further details of the briefing
or register at www.dnsarrow.co.uk/virtualregister
More information can be found at www.dnsarrow.co.uk/virtualisation
MSE launch
• Designed to provide resources and tools to promote the FAS storage system
• Help you promote and communicate these messages
• 2 x Incentives
• Emailers and Direct mail piece
– Designed for you to rebrand and promote.
• Web content pack
– content templates for you to rebrand and launch on your company websites
– contains useful links and contact details
• Posters
• Telemarketing campaign
– To promote the MSE value proposition
– Carried out by Aspire
– Manage leads centrally and allocate to you
• www.dnsarrow.co.uk /vmm
Planning
• Planning on a quarterly basis
– What do we want to do?
– How do we get there?
• Two prong approach
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–
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–
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Strategic
Tactical
Build your awareness
Niche target audiences
Work with NetApp DSM
• 12 month benchmark
– Break it down in quarterly plans
– Review success
– Measure ROI
• Softly allocate funds
• The best campaigns are with those that work with us and report on feedback
Partner led campaigns
• Total number of campaigns
• 38 separate campaigns with NetApp partners
• Double the amount of campaigns compared to HP and IBM
• Top solutions:
• Virtualisation
• Storage Efficiency
• Every campaign has used NetApp messaging and or deliverables either from
DNS VMM, Partner Marketing Desk, NetApp Field Portal.
ROI
• Reported won deals
– 85 tracked wins from FY08 to date (2.5 years)
– Email/Direct mail and telemarketing campaigns - 54%
– Seminars - 37%
– Incentive led campaigns - 9%
• ROI growth
– Year on year growth of 96% from FY08-09
– Year on year growth of 45% from FY09-10 (half year figure)
– Overall growth of 254% from FY08 to date
• Reporting on average 2 wins a month
What works??????
• Smaller more focussed roundtable events
• More targeted approach at niche markets
• Strategic multiple touch in addition to quick win
• Brand and differentiation is key
• Strong promotions and call to actions
• New ways of social media
• Picking an agency and sticking with them
• Keep it simple
Partner case study
• Objective was to promote the complete NetApp storage virtualisation
opportunity within virtualized environments
– Series of 6 events held across the UK
– Creation and content design for invitation emailers
– Selected appropriate target data for each of the events
– Emailed target data and monitored the results
– Lead generation to generate leads and interest in the events
– Total of 233 attendees
– Total of 18 deals to the value of £984k
“The incremental business that we achieved as a result of this campaign
was far in excess of our expectations. DNS Arrow helped to take the pain
out of organising the events and they continue to do a great job for us”.
Summary
• Easy to work with
• Flexible in our approach
• Excellent systems and tools
Questions??