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Intelligent Marketing Supporting our partnersevery step of the wayJulie GibbsDivisional DirectorMarketing
Mark McHaleSales Director
Julie GibbsDivisional Director
Marketing
Anne-Marie RitchieMarketing Manager
IBM, IBM SoftwareIBM System x
Frances NorfolkMarketing Manager
Network Appliance
Kelly HarrisonMarketing Manager
Security Solutions
Malcolm LaveryGraphics and Web
Design
Julie CaulfieldMarketing Manager
Security SolutionsSymantec, Riverbed
Madeleine HollandMarketing Executive
Storage & Software Solutions
Erika GibsonMarketing Assistant
Storage & Software Solutions
Graeme ArmstrongMarketing Manager
HP, Sun
Sarah CrokerMarketing Manager
Access & Virtualisation
Karen ThomasMarketing Executive
Access & Virtualisation
Marketing Finance Administrator
TBH
New Marketing Team Structure
UK Marketing Budget FY08
Manage around 40 different vendor MDF guidelines
and processes
Overall vendor marketing objective is to achieve zero
exposure
Storage & Software £1.2m
Security £500k
Access & Virtualisation £800k
Total £2.5m (€3.15m)
Key areas of focus for 2008 Strong brand awareness
Proactive PR and communication Solution Marketing
Focus on business issues, not simply products Thought Leadership
Knowledge transfer programme on virtualisation and other technologies Reseller Recruitment / Profiling
Retain, recruit and recover channel partners Channel Marketing
Marketing and planning advice for our partners, generating incremental business Map onto our vendor messaging and plans for the year taking their messages to market
Professional & Training Services Promote our real value add to the channel with our IT skills, services and facilities
Strong Brand Awareness
Proactive PR and communication
Objective:
Increase amount of news stories, success stories with vendors, channel partners and end user customers
Activity:
Organise regular press interviews to gain coverage in trade press
Frequent press releases on the latest news and announcements
Electronic newsfeed and search facility
PR Audit on a quarterly basis to monitor coverage
DNS Arrow’s coverage remained at 27% in Q1 2008, ranking us No. 1 in the sector
DNS Arrow was mentioned in 471 stories. We sustained our coverage with last quarter’s results with 24 journalists and 6 analysts mentioning us in the period.
Solution Marketing
Focus on business issues, not simply products
Objective:
To extract maximum value from a campaign by taking a solution-led approach
Activity:
Develop and implement marketing communications focusing on:
5 levels of virtualisation Green Simplification Business Continuity MS Exchange Oracle / SAP Security
www.dnsarrow.co.uk/brochures
Thought Leadership - Virtualisation
www.dnsarrow.co.uk/virtualisation
Objectives:
To position DNS Arrow as a thought leader in virtualisation and transfer our knowledge to channel partners
To equip our channel partners with the knowledge to leverage more business in this increasingly important market
Activity:
Knowledge briefings White papers Solution Briefs Technical Workshops
Virtualisation across the system infrastructure Four white papers and briefings:
Virtualisation – an Overview Virtualising Storage Virtualising for Application Access Virtual Servers – a key step to a highly
productive system infrastructure
5 reseller solution briefs:
Desktop virtualisation (VDI) Server virtualisation Storage virtualisation Network virtualisation and optimisation Application virtualisation
Virtualisation brochure and network diagram
Tool to educate partners in understanding the diversity of virtualisation and where our portfolio of products feature in the solution stack
www.dnsarrow.co.uk/virtualisation
Briefing 2: Virtualising Storage, 18th June
www.dnsarrow.co.uk/virtualisation
The Royal Berkshire Conference Centre, The Madejski Stadium Reading
The second briefing gives partners the opportunity to hear in one day from the
key virtualisaition and storage solution providers and will examine storage virtualisation in more detail including:
Thin provisioning to better utilisation across storage arrays Use of file systems for effective file management Securing data resources Rapid data protection practices, snapshot, mirrors Virtual tape solutions Data de-duplication Better storage footprint and power utilisation
Vendor break out presentations and exhibition area during lunch and breaks
Each reseller who attends will receive a virtualisation sales pack including white papers, solutions briefs and more…
NetApp Get Successful Virtualisation Roadshows Frances Norfolk, Marketing Manager, NetApp
Background
Objectives: To ensure the partners understand the NetApp/VMware proposition and learn
how to position this correctly in the market place Consolidate resource, cost and workload for both NetApp and DNS Arrow Roll out three NetApp Get Successful Roadshows in the UK
Harrogate, Coventry & London
Target Market: Aimed at senior IT decision makers Predominantly end users on behalf of selected Gold & Authorised partners Partners’ customer database information was used for call outs
Partners engaged: DNS Arrow partners who do not have a NetApp Channel Partner Manager Partners were identified through demonstration of business value on
Virtualisation
DNS Arrow created & managed the campaign on behalf of the partners
Pre-event Promotion
Began to promote the event 8 weeks prior
1 email wave every week
Touched attendees once a week with a different message to establish a relationship
4 week telemarketing to drive attendance
Partner micro site:
End user micro site:
Event Results
We successfully deployed a series of joint NetApp/VMware events throughout the UK
Each event was supported by a variety of NetApp/DNS Arrow platinum, gold and authorised partners
High level of partner attendance from 13 separate companies with over 39 individual contacts
The events included an open forum discussion with NetApp and VMware and industry expert, Macarthur Stroud
Our NetApp Vendor team delivered the "Get Successful Guides” partner briefing before the events began
There was a high level of end-user attendance at each event:
Manchester Tuesday 15th April - 36 attendees
Birmingham Wednesday 16th April - 35 attendees
London Thursday 17th April - 62 attendees
Total of 133 delegate across all events
Event Follow up
End users
A thank you email was sent out to all attendees Followed up by a phone call for feedback on the event and to identify
further sales opportunities A copy of the presentation was emailed to them End users who registered but were unable to attend the events were
also called with an offer of a one to one meeting; a copy of the presentation was also emailed to them
Partners
A thank you email has been sent, which identified which of their customers attended each event, followed by a phone call for general feedback on the events and a copy of the presentation
Campaign Feedback
End user
Manchester - 23 completed forms (64%) 1 outstanding Birmingham - 16 completed forms (46%) 4 outstanding London - 35 completed forms (56%) 1 outstanding
26 qualified leads given to most proactive partners Majenta, ISC, TDM, BSG and Computerland
Partners
Majenta and ISC collectively contributed to the highest level of end users
12 partners completed forms – feedback was excellent
Any Questions?
Reseller Profiling
Effective targeting of UK channel partners Objective:
To target new and existing partners to create brand awareness within the reseller community and transfer knowledge in the market of our value add and portfolio
Activity:
Merge all of Centia partners, DNS Arrow Partners and other partner lists into one portal
Profiling of all accounts and key contacts
New system give the ability to cut the data with specific perimeters
Outsourced to ensure data is cleansed on a regular basis
End-to-end Lead Generation Service
Online Sales Lead Portal (SLP) A bespoke online sales lead portal servicing over
150 partners, which allows them to update leads and feedback to secure future vendor funds
Highly skilled telemarketers A team of over 20 telemarketers skilled in all areas
of IT infrastructure
Campaign managers 2 campaign managers actively working with our
partners, training the telemarketers, writing approach documents, cutting the data, etc
Campaign feedback manager 1 head gaining feedback from the resellers from
their campaigns and chasing them for quoted, pipeline, lost and won business
End user database Access to over 42,000 IT decision makers
Telemarketing Skills Matrix
P is proficient. Could prospect with little/no additional briefing.U has an understanding. Would need a refresher briefing.X no experience as yet
CPB has worked with DNS Arrow
since 2001 on lead generation including:
End User Lead
Generation
Lead Distribution
and Management
Reseller
Recruitment
Reseller Profiling
Excellent quality end user data
Over 42,000 IT decision makers available free of charge to resellers working with DNS Arrow on a joint project
Specific targeted data cut for campaigns:
Checked against the CTPS register
Contacts permanently unavailable are tracked & excluded from target data
No recalls on same vendor for 6 months
Maintain adequate no of records to ensure successful results on “Treadmill” type campaigns
Data intelligence by record is available to be able to target by vendor, product or solution for a more targeted approach
* Data is provided to a third party agency for lead generation purposes and cannot be supplied directly to the reseller as it is a breach of our contract with CPB UK Limited. A confidentially agreement will have to be signed and adhered to.
Database highlights:
42,000 sites with 51,000 IT contacts
and 27,000 email addresses with
detailed demographic information:
• 3,500 sites with 1TB or more• 2,700 Backup Exec users• 380 EMC sites• 787 Oracle sites• 668 Check Point sites• 497 Solaris sites
…… and many more
Customer Quotes
“The leads you provide are of excellent quality
and full of detailed information for the targeted
organisations. However as we take on leads from a number of sources where the quality
is not up to the standard of those from DNS
Arrow, it was felt we needed to introduce a short intermediate process, internal
telemarketers, to ensure the Logicalis Account Managers
were not attending meetings for the sake of it or chasing up unqualified leads.
I can assure you, the comparison in leads from
DNS Arrow compared to other sources is quite
astonishing. Many other sources lack sufficient
data to be fully qualified and that is why we introduced the process.”
Chris Taylor, Marketing Data Management, Logicalis UK
“We have been working with DNS Arrow for several months on the follow up to their
lead Generation telemarketing campaigns. The
leads have been highly qualified, detailed and of
a particularly high standard. In almost all
instances we have found the customer requirements
to be accurate, timely and well qualified. The campaigns run by DNS Arrow have certainly raised the bar for future telemarketing
campaigns conducted by Apex and we look forward to working with them in the future.”
Deborah Carlier, Marketing Manager,
Apex Computers
“CPB has continued to support Alpha through
delivery of highly qualified sales opportunities
across key vertical sectors. Several of these opportunities have converted into sales and
pipeline and are scheduled to close shortly. CPB is
also providing opportunity management services
to ensure that contact is maintained with
prospects for the medium and longer term opportunities
thus enabling our sales force to focus their efforts
on business closure.”
John Malabon, Sales and Marketing
Director, ALPHA
Grow and develop channel partners
Objective:
Provide new and existing resellers with added support to develop and increase their business with DNS Arrow
Activity:
Virtual Marketing Managers across all core vendor streams providing creative activity for channel partner joint campaigns
Sales Academy Workshops to provide channel partners with specific sales skills required to sell solutions
NDA Events and Study Tours to ensure our partners have the knowledge and expertise required to sell our vendor solutions in a competitive market
Customer case studies to assist our partners in promoting the joint value add required in a solution sell opportunities
Virtual Marketing Managers
Providing our channel partners with:
Direct marketing ideas including examples of mailers, emailers and telemarketing campaigns
Marketing communications advice for successful events and seminars
The latest marketing initiatives and promotions
Access to product image store and branding guidelines
The ability to order product and solution brochures
Merchandise ideas and a range of opportunities for joint exhibitions, incentives and seminars Login: [email protected]
Password: Tweety10
www.dnsarrow.co.uk/vmm
New VMM Planner Dashboard
Reseller Reward Scheme
Reseller loyalty scheme
Ability to promote and encourage
sales of any of our products, solutions
and services
Designed to recruit, retain and
recover resellers
Visibility of all promotions to all
channel partners
Promotions currently running for DNS
Arrow Training Services
www.in-partnership.com
Login: J_GIBBS Password: 7945TPYU
Intelligent e-Marketing
MailAgent - creative
consultancy
e-marketing tool
Available to our resellers as
part of a joint campaign
Create, send and monitor
eCampaigns
100% reporting accuracy
Event management tool
coming soon!
More information can be found
at www.mailagent.co.uk
Channel Communications
Channel Informer -providing regular channel communication:
latest vendor initiatives Promotions Try and Buy programs Vendor led marketing Sales tools White papers, success stories Product launches and roadmaps
DNS Arrow Preference page:
Preference page setup for contacts to select the communications they want to receive
DNS Arrow event management coming soon
Preference page and subscription facility
www.dnsarrow.co.uk/subscribe
Training Services & Professional Services Marketing
Pay per Click Google campaign Google Analytics installed to track
response Receive lots of leads and training sales as a
direct result
Improve customer experience Regular communications – Training Channel
Informer Training delegate packs (2GB USBs, etc) Customer follow up for feedback Tailored campaigns relevant to past
training Brand the offices with relevant training
posters, banners
End user demonstrations Tracked though the Sales Lead Portal Customer feedback online form
MySite – get to know your company
Hospitality Calendar 2008
DNS Arrow Golf Day The Oxfordshire Golf Club, 11th June 2008
Executive Briefing Lunch (NetApp) The Dorchester, 25th June 2008
England v South Africa Test Match The Oval, 7th August 2008
Daytona Raceday Milton Keynes track, 16th September 2008
Paris Experience 9th and 10th October 2008
Executive Christmas Lunch The Ritz, 11th December 2008
Julie GibbsDivisional Director, Marketing
Office: DNS Arrow, Nidderdale House, Harrogate, HG3 1SA
Tel: +44 (0) 1423 519216
Mob: +44 (0) 7970 551239
Email: [email protected]
Http: www.dnsarrow.co.uk
Any questions?
International Direct Marketing Fair 08
Sarah Croker
Marketing Manager, Access & Virtualisation
2008 – Looking ahead
Marketing in a downturn 1 in 5 companies have cut
DM budgets in the 1st quarter of 2008
However, 13% of companies have increased overall marketing spend – mostly on Internet marketing
Our prospects are increasingly difficult to reach
0
5
10
15
20
1999 2000 2001 2002 2003 2004 2005 2006 2007
Call to contact ratio is decreasing in the UK
Targeted
Contacts made
per 100 attempt
s
Staying competitive
Refocus marketing and sales effort on the best sectors and opportunities
Evaluate your current marketing spend
stop any activity that is not producing good results and replace with new activity
Get the balance of tactical marketing and brand building right
Upsell / Cross sell aggressively into existing base
Staying competitive
Focus on customer retention
Are you spending enough on keeping customers? Is customer service good enough? The key is customer experience and getting it right!
Add value, help customers and understand what they appreciate to drive word of mouth
React quickly, ensure sales feedback is communicated directly to the marketing team and brainstorm together
Understand and exploit your key differentiators to the competition
IDMF 08 – other findings
The world is changing with Web 2.0 Creating communities online
Consumers are driving the marketing
Customers do their own research online before buying
Customer shop around to find the most competitive deal
4 Ps now the 4 Es! Product > Experience
Place > Everywhere
Price > Exchange
Promotion > Evangelism
More information
Please visit http://www.theidm.com/idmf2008 or http://www.theidm.com/iw2008 to access presentations
White papers on email marketing will be made available
DNS Arrow Online and Electronic Tool Demonstrations
Online tools demonstrations
DNS Virtual Fair www.virtuellemesse.info
DNS Arrow VMMs www.dnsarrow.co.uk/vmm
New VMM portal
Sales Lead Portal www.dnsarrowleads.co.uk
Media Monitoring www.meltwaternews.com
Email Marketing www.mailagent.co.uk
Online Reward Catalogue www.in-partnership.com