DNS Arrow Marketing Supporting our partnersevery step of the wayFrances NorfolkNetApp 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 VickersChannel Marketing Manager - NetApp [email protected]
Frances NorfolkNetApp Marketing Manager – DNS Arrow [email protected]
Jaimini KarsanNetApp Marketing Executive - DNS [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
Login: [email protected]: g1bb5
Solution marketing ready for adoption
Campaign Express – Access to Marketing
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Easy to Use –4 Step Process
View Order History
Choose from NetApp or plain
templates
View Work in Progress
Campaignsvia
Shopping Cart
www.partnermarketingdesk.com
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DNS Arrow & NetApp marketing portals
Partner Deskhttp://www.partnermarketingdesk.com
Campaign ExpressAccessed via NetApp Field Portal
Virtual Marketing Managerhttp://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 seePartnerEdge
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 CentreMSE MSE
Data Centre
Partner ready campaigns
Future campaigns
Campaign engagement process
Choose solution campaign
Review campaign menu
DNS Arrow VMM NetApp Partner Marketing DeskNetApp Campaign Express
Select from recommended agencies
Submit MDF form via DGF
Execute campaign
CEC
Telemarketing
Aspire
CPB
Campaign Management
Venise
Event Management
TBC
Data Source
CEC
Aspire
CPB
Select preferred online resource
Key Messaging and Programmes
Compelling messaging
Virtualisation Storage Efficiency Back up and recovery Consolidation Messaging and Collaboration
Proven in delivering successful campaigns
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
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
• 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
Currently sponsored by:
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– 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??