Best Practices in BPOS Marketing

BPOS MARKETINGin a BILLION channel universe

Jeremy EpsteinMarketing NavigatorNeverStopMarketing.com

Penelope DelgadillopenelopdIW US BMO, Online Services

November 2009

Agenda• Introduction• BPOS Marketing Pilot and Best Practices

– Foundations of Marketing– Strategic Marketing Framework– Building the BPOS -

Community Driven Marketing Strategy– What Worked?

• Making it Real / Call to Action

FOUNDATIONS OF MARKETING

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Was It Only A Printing Press?

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Tools vs. Implications@jer979

It’s an Attention Economy

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Power of Permission@jer979

Ridiculous Reach of the Individual@jer979

STRATEGIC MARKETING FRAMEWORK

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Find Your Raving Fans@jer979

Community Driven Marketing

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Identify Cultivate Activate

The Content Formula

Their Content

Your Context (BPOS) Conversation

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Be the Connector@jer979

BUILDING THE BPOS-COMMUNITY DRIVEN MARKETING STRATEGY

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Identify

• What are your criteria for your Raving Fans?

• Create the list of existing “Raving Fans”

• What other information do you know about your Raving Fans?

• How will you keep this list fresh?

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Cultivate-Assets

• List your assets– Discussion

• Microsoft BPOS assets– See Appendix for full list

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Cultivation-Relevant Content

How will you “tell” your Made to Stick BPOS Story?3 months worth of executionWhat will we create/curate and share?

WHEN will we do it? How will we measure it?(Activity/Timefarme)

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Cultivate-Reed’s Law

• Now, how specifically will we use these assets to connect our Raving Fans and community with each other?

• 3 months worth of execution

What will we use? WHEN will we do it? How will we measure it?Activity/timeframe)

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See Their Plans For Yourself

http://bit.ly/c3u7m5

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WHAT’S WORKED?

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Results (to date)@jer979

DateTotal BPOS

Sales

BPOS Opportunities

in PipelineBPOS Deal

Velocity

Total BPOS

Seats Sold

Total BPOS Available

Seats

Total Partner Generated Content

(permalinks)18-Apr 13 145 n/a 444 n/a 401

K.I.S.S.

• What is “the cloud?”

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Become a Focused Storyteller

1st draft stories: http://bit.ly/celdWVABL

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Focus on People and Relationships

• Sell per user vs. per device

• And how it is profitable http://bit.ly/9V3m3y

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Quality vs. Quantity@jer979

Stay Connected…

• Visit/join the FB page http://www.facebook.com/group.php?

gid=193701632636

• See the Appendix• Download this presentation

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Blog-- NeverStopMarketing.com

Twitter.com/jer979jer979@neverstopmarketing.com

Linkedin.com/in/jer979

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How to make it “real” / Call to Action

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November 2009

Leverage MomentumAircover Campaigns in Market

– Exchange Online and SharePoint Online Media Campaign– We’re all in – Front Page of Wall Street Journal

Significant Incentives / Offers to drive Momentum

“For partner-led opportunities, enrolled Online Services Partners can earn $500 for each new customer win of up to 25 seats through June 30 with services and migrations to BPOS or stand-alone products, with the exception of Office Live Meeting. Studer said if a partner signs 10 customers, each with more than 25 seats, they can earn an additional $5,000.” - VARBusiness, Andrew Hickey

NEW! Velocity 500 Partner Incentive to Drive H2 BPOS Velocity!Microsoft US Online Services partners can utilize $500* in services award to assist your customers with migrations to Microsoft Business Productivity Online Suite or stand-alone services (excluding Office Live Meeting) now through June 30, 2010. Click here for terms and conditions.

Earn up to $2,500 with DIG Program IO Assessment or Proof of Concept* Available to U.S. Gold Certified and SMSP Managed Partners. Leverage the DIG Program to drive assessments and proof of concepts (POC) for BPOS with customers to qualify for up to $2,500 or more. To receive funding, the DIG IO Assessment or POC must be complete before the customer purchase is finalized. Contact your Partner Account Manager or email USMOSG@microsoft.com for additional details.

20% VAR Partner Rebates*

Earn up to 20% in rebates when you sell eligible annuity agreements, specifically Open Value and Online Services. Click here to learn more | Terms and conditions | VAR Rebate Registration Form

20% Rebate on BPOS for Partners*

Earn up to 20% in rebates on eligible agreements of Online Services. Terms and conditions

Receive 250 Free Seats of BPOS for Enrolled Partners*

Registered BPOS (MOSPA) partners qualify for up to 250 free seats of BPOS. Simply sign up for a Microsoft BPOS Trial using a Windows Live ID associated with an MPN Partner Organization. During the sign-up process enter the promo code “PARTNER”. After your organization has been confirmed, the trial will be extended to include up to 250 seats for one year. Click here to learn more

Microsoft Financing Offer*

Available to all partners to support your customers with necessary software, services and hardware required to purchase Online Services. Click here to learn more

Marketing Incentive for Accelerate Partners Expires April 30th, 2010Participants in the US Accelerate Initiative for Online Services Partners have the opportunity to earn a co-marketing award for use in future BPOS marketing initiatives if among the first 100 partners to reach (8) eight customer wins with 25 seats or greater each by April 30th, 2010. Contact your Online Services Partner Account Manager for terms and conditions.

20% Rebate

250Free Seats

Earn up to

$2,500

$5,000Award

U.S Microsoft Online Services Offers & Incentives*

* TERMS AND CONDITIONS APPLY. PLEASE REFER TO OFFER DETAILS FOR FULL TERMS AND CONDITIONS. MICROSOFT CONFIDENTIAL. Distribution Only to Partners Under Nondisclosure. Microsoft makes no warranties, express or implied. This content is confidential and proprietary information intended for Microsoft Online Services Accelerate Partners that have signed the Microsoft Partner Network NDA.

November 2009

Valorem Consulting Leverages Microsoft DIG Program to Increase Velocity of 6+ BPOS Opportunities

Customer: Lane Christensen

Agreement type: EA

Users: 1800

Situation:

LC was using notes and had not used SharePoint. Valorem used DIG to offset funding of 51 seat pilot. Plan to use POC DIG funding to convert to full enterprise deployment.

“By using DIG, we were able to get the project going now, rather than waiting for budget cycles.” – Valorem

Partner Lead

Domnick Parretta, Valorem

Profile

Valorem is a Microsoft System Integrator, based on Kansas City and St Louis with a strong focus on SharePoint and Business Intelligence.

The company has dedicated resources and a strong commitment on BPOS, using both BPOS and CRM Online internally.

Situation: Needed funding to assist with customer assessments and building Proof of Concepts (POC) of Business Productivity Online Suite

Customer: Armed Forces Insurance

Agreement type: EA renewal

Users: 250

Situation:

AFI using on-premise Exch 2003. Valorem used POC DIG funding to conduct a 250 seat Online Services trial.

“What I have seen with DIG across the board is that $2,500 is a good amount for building POC.“

Strategic Saas Leverages Velocity500

• Weekly Webcast• Monthly Emails• Value

Proposition• Specialized Offer• Case Study

Microsoft Ready-to-Go Marketing Campaign

Funding offer is available only as a reimbursement for qualified services, and must be validated by a copy of corresponding invoice. To submit a reimbursement request and for offer guidelines, partner must visit www.mspartnerdirect.com/rebate (use promotion code POWER OF CHOICE). Reimbursement requests must be submitted within 30 days of the invoice date, and no later than May 31, 2010. Invoices must be dated after October 1, 2009. Reimbursement requests are processed at the end of each month. Please allow up to 45 days to receive your funds by check. Offer good only to companies legally domiciled in the 50 United States (includes Washington, D.C.) who are actively enrolled in the Microsoft Partner Network as of July 1, 2009, as a Microsoft Gold Certified, Certified, or Registered Partner. Limit: one U.S.$1000 discount per eligible partner organization. Discount is good for services purchased on the Ready-to-Go Marketing Services site and the Ready-to-Go Marketing Campaign site, and for costs incurred for events registered at www.microsoftpartnerevents.com. Offer starts October 1, 2009, at midnight Pacific Time and expires at 11:59 P.M. Pacific Time on May 31, 2010, while supplies last, and is nontransferable and not redeemable for cash. Taxes, if any, are partner’s sole responsibility.

We’ve recently updated our BPOS Ready-to-Go Campaign with all new materials! You’ll find customizable direct mail templates, web banners, customer PowerPoint templates,

event resources, and all the marketing guidance you need to execute a successful campaign.

MICROSOFT CONFIDENTIAL. Distribution Only to Partners Under Nondisclosure. Microsoft makes no warranties, express or implied. This content is confidential and proprietary information intended for Microsoft Online Services Accelerate Partners that have signed the Microsoft Partner Network NDA.

To Access the Ready to Go Marketing assets, visit the BPOS RTG Campaign

Microsoft Download Center (3 individual links)To-Partner (zip)To-Customer (zip)BPOS PoC Overview Video (zip)

Microsoft Online Services Ready-to-Go Campaign Microsoft DIG Program for Gold Certified & SMSP Managed Partners Microsoft Partner Network for US Online Services PartnersQuickstart for Online Services > Resource Center

For qualified cases, funding is available to cover the costs of developing proof of concept for partners. Contact DIG3@microsoft.com for details.

What is it? Why was it developed?

Get it now!

NEW! BPOS Proof of Concept (Poc) Kit

To-PartnerTo-Customer

BPOS PoC Overview Video

To PartnerBPOS PoC Project Overview (docx)BPOS PoC Program To-Partner Overview (pptx)BPOS PoC Plan Template (docx)PoC and Migration Plan Technical Overview (docx)Sample SharePoint Site Templates (stp)Communications Plan Template (docx)Change Management Plan Template (docx)BPOS PoC Project Plan (mpp)PoC Overview Video (wma)

To CustomerBPOS PoC Customer Benefits Brochure (pdf)BPOS PoC Program To-Customer Overview (pptx) Microsoft Cloud Services Brochure (pdf)

Availability

The BPOS PoC Kit consists of a comprehensive Bill of Materials (BOM) of to-customer and to-partner content designed to provide prescriptive guidance on how to conduct a complete evaluation of the BPOS offering.

1. To provide Microsoft partners with tools and resources that enables them to accelerate the sales velocity of BPOS opportunities in their pipeline.

2. To share PoC best practices with partners and enable them to win competitive scenarios.

PoC Kit Contents

MICROSOFT CONFIDENTIAL. Distribution Only to Partners Under Nondisclosure. Microsoft makes no warranties, express or implied. This content is confidential and proprietary information intended for Microsoft Online Services Accelerate Partners that have signed the Microsoft Partner Network NDA.

•Get Ready for the next Wave of Services!

•BETA Blitz happening now!

•Active BPOS Partners are encourage to Participate•Min 50 employees and above•25 seat BETA / Default•US Nominations Deadline: April 30•If you have any questions, please contact usmosg

November 2009

250 Free Seats! Microsoft BPOS Internal Use Rights Benefits for Partners

Active partners who meet the above eligibility criteria will be able to receive the following Business Productivity Online Suite IUR Benefits:

First Year 250 Seats No Cost

Subsequent Years

Sell at least 2 new deals > 25 seats in prior year

No Cost

Sell less than 2 deals > 25 seats in the prior year

$5/USL/month

•The benefit can only be used in countries where service is available. IUR benefits not to exceed 500 seats per country.

Benefits Ordering ProcessDuring the set-up process, use the promotion code “Partner”Sign up for a Microsoft Business Productivity Online Suite trial using a Windows Live ID associated with your MSPP partner organization at http://mocp.microsoftonline.comExisting partners enrolled in the current Internal Use Rights benefit have their price adjusted in their current agreement.

Not Approved

For partner internal use onlyFor internal company use rights

Approved Usage

For demonstration purposesNot for customer use

Partners will receive the benefit per the terms below. Microsoft may change the benefits with 60 days notice

MSPP Partners who have signed the Microsoft Online Services Partner Agreement (MOSPA) via process defined at www.quickstartonlineservices.com

Eligibility Duration of Benefit

November 2009

Partner Resources

Quickstart for Microsoft Online Serviceswww.quickstartonlineservices.com

MPN US Online Serviceshttp://partner.microsoft.com/us/online

MPN US Events, Training & Offers Pagehttp://partner.microsoft.com/us/onlineevents

MPN US Accelerate Partner Initiativehttp://partner.microsoft.com/us/accelerate

November 2009

Partner Resources

US Online Services Ready-to-Go ($500 limited time offer)www.mspartnerdirect.com/bpos

RSS for US Microsoft Online Services Partnershttps://partner.microsoft.com/us/40081490

20% VAR Rebate & 20% BPOS Rebatehttps://partner.microsoft.com/us/40130363?msp_id=channeladvantage Microsoft Online Services Financing http://partner.microsoft.com/financing

Get the latest LIVE updatesOnline at http://digitalwpc.com/

E-mail the U.S. WPC10 Planning Team: grpvine@microsoft.com

Follow us on Twitter @WPC10US

Join our WPC10 U.S. Partner Community on Facebook

Join the WPC Microsoft LIVE group

Register for Infinite Possibilities (WPC)

This year WPC is all about Infinite Possibilities. This is the must-attend partner event of the year to build out your strategy around bringing your business to the Cloud, experience the latest product innovations and solutions, and gain exclusive access to networking with Microsoft executives and partners.   Explore the infinite opportunities with Microsoft’s strategies to take your business to the next level and gain an edge on the competition. 

Don’t Miss Out!!

MICROSOFT CONFIDENTIAL. Distribution Only to Partners Under Nondisclosure. Microsoft makes no warranties, express or implied. This content is confidential and proprietary information intended for Microsoft Online Services Accelerate Partners that have signed the Microsoft Partner Network NDA.

Thank You!

Q&A

Appendix

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MS BPOS Resources

1. https://partner.microsoft.com/US/productssolutions/productsonlineservices

2. https://partner.microsoft.com/US/productssolutions/40116432#newtrai

3. https://www.quickstartonlineservices.com/community/Pages/default.aspx

4. www.mspartnerdirect.com/bpos

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MS BPOS Resources

5.https://www.partnermarketingcenter.com/ww-en/CampaignFinder/CampaignPage.aspx?MarketingCampaignID=121

6. www.mspartnerdirect.com/bpos7. www.mspartnerdirect.com/exchange8. http://www.microsoftsyndication.com/Microsoft-Business-Productivity-Online-Suite--P2217.aspx 9. http://www.mspartnerdirect.com/exchange (note:he BPOS-friendly content under the “Enhanced Comm & Collab” )

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