Leveraging Marketing Best PracticesAngelique Roelse and Sander van Gelderen

What Do Partner Marketers Do?

Market to, through and with our

partners

Leverage integrated marketing strategies

Create programs that enhance performance

• Create brand differentiation, and drive new business.

• Increase revenue, mindshare and loyalty, and unify brand experience, communications, and engagements.

• Extend brand value and generate demand from end-user markets

How Do We Engage With Partners?

One

Partner Marketing

Managers work with a limited

group of partners to

develop joint marketing campaigns

Many

Partner Marketing

Managers work with many partners to

provide them with marketing materials and best practices

Partner Marketers are available to review creative before a campaign is executed.

Support from QlikView’s Partner Marketing Team

• Sparring Partner to develop the campaign

• Materials

– Partner-ready campaigns to drive more leads and build your pipeline

are on the Partner Portal

• Funding, up to 50% of the cost of your qualified marketing activity

will be paid by QlikTech

GPF Request and Claim Dates for 2011

S M T W T F S S M T W T F S S M T W T F S S M T W T F S GPF announced

1 2 3 4 5 6 7 1 2 3 4 1 2 1 2 3 4 5 6 GPF applications submitted

8 9 10 11 12 13 14 5 6 7 8 9 10 11 3 4 5 6 7 8 9 7 8 9 10 11 12 13 GPF requests approved

15 16 17 18 19 20 21 12 13 14 15 16 17 18 10 11 12 13 14 15 16 14 15 16 17 18 19 20 GPF campaigns executed

22 23 24 25 26 27 28 19 20 21 22 23 24 25 17 18 19 20 21 22 23 21 22 23 24 25 26 27 GPF claims must be made

29 30 31 26 27 28 29 30 24 25 26 27 28 29 30 28 29 30 31

31 Need to add claims!!!!

S M T W T F S S M T W T F S S M T W T F S S M T W T F S

1 2 3 1 1 2 3 4 5 1 2 3

4 5 6 7 8 9 10 2 3 4 5 6 7 8 6 7 8 9 10 11 12 4 5 6 7 8 9 10

11 12 13 14 15 16 17 9 10 11 12 13 14 15 13 14 15 16 17 18 19 11 12 13 14 15 16 17

18 19 20 21 22 23 24 16 17 18 19 20 21 22 20 21 22 23 24 25 26 18 19 20 21 22 23 24

25 26 27 28 29 30 23 24 25 26 27 28 29 27 28 29 30 25 26 27 28 29 30 31

30 31

KeyMAY JUNE JULY AUGUST

SEPTEMBER OCTOBER NOVEMBER DECEMBER

Applications can be submitted for Q3 GPF

Q3 GPF campaigns executed

Q3 GPF campaigns executed and

applications can be made for Q4 GPF

Q4 GPF campaigns executed

Q4 GPF campaigns executed

Q4 GPF campaigns executed

Q3 GPF campaigns executed, applications approved for

Applications approved for Q3 GPF

Don’t forget....

• Protect the Brand & Reputation

– No interpretations, No amendments, No changes

• All collateral and QlikView images must be according to the

QlikView standard

• All marketing communications incl. PR & Advertising and external

representation of QlikView must be approved by QlikTech

• The positioning of QlikView will be according to the guidelines

MAKING IT WORK

Do’s and Don’ts

Make it work – Marketing Campaign

• Definition: a marketing campaign is a series of coordinated activities designed to promote a product, service or business. An integrated campaign will use a number of elements of the communications mix to achieve specific objectives

• Steps

– Goals and objectives (demand generation / awareness – measurable & achievable)

– Campaign strategy (target audience / vertical / messaging - segmentation)

– Operational plan build (communication mix / timeline)

– Performance measurement (ROI, conversion of opportunities)

– Conclusions (strategic market development rather than a short tactical campaign & focus on 1 vertical per campaign)

– Future success (reuse messages / elements of the communication mix & nurture leads and contacts generated by the campaign)

Email Campaigns

Encourage

• Leveraging the existing campaign kits for guidance and

execution suggestions

• Consulting with your Partner Marketer on messaging

development where it is specialized if you require

• Seeking guidance from marketing on correct logo usage

• Linking back to assets on QlikView.com

• Testing emails within the organization

• Completing a spell check to ensure QlikView is spelled with a capital ‘V’

• Consider nurture efforts to build or sustain interest in your target

market. Think of campaigns comprehensively, not start stop measures.

Email Campaigns

Avoid

• Using a number of different colors or multiple graphics in a single

email. Keep it simple!

• Listing multiple links or urls in your campaigns

• Neglecting your marketing calendar and aligning your overall

campaigns to an integrated flow

In-Person Events

Encourage

• Clearly defining your target audience and key message

• Providing sufficient time to thoroughly plan and execute the event

• Arranging for a customer to present at the event and highlight a success

story

• Communicating your event plans with partner marketing, and discuss

appropriate promotion strategy

• Leveraging the event resources available to partners – partner portal,

QlikShop, event graphic templates

• Planning and practice – drill out speaker and moderator roles, timings,

content deadlines, requirements. Leave no stone unturned.

In-Person Events

Avoid

• Thinking that email invitations are enough to drive attendance,

follow-up with phone calls or personal outreach.

• Delaying your follow-up with event attendees - incorporate into

email or call campaign quickly after live program.

• Believing that the event is the ‘end of the campaign’. Seek to have

integrated programs with follow up nurturing.

Webinars

Encourage

• Clearly defining your target audience and key message

• Referencing the Business Discovery PowerPoint and webinar kit for messaging and best practices

• Connecting with your Partner Marketer for other webinar suggestions and tips

• Creating a promotion plan and include regular reminders

• Planning sample or seed questions for your presenters

• Recording the session and using the replay in other marketing efforts

• Planning and practice – drill out speaker and moderator roles, timings, content deadlines, requirements. Leave no stone unturned.

• Following other general event guidance…webinars aren’t so different from live programs in what’s required pre-, at- and post- event.

Webinars

Avoid

• Not allowing enough time to plan! Webinars can take as much time

to organize as an in-person event.

• Missing rehearsals. Arrange for enough practices for presenters to

feel comfortable.

• Thinking you don’t need a back-up plan if technology fails.

Global Partner Funding (GPF) Considerations

Encourage

• Thoroughly reviewing the new GPF guidelines

• Apply for GPF as it relates to your marketing plan

• Submit the application in advance of the event and within the

timeframes outlined in the GPF guidelines

Global Partner Funding (GPF) Considerations

Avoid

• Submitting after the event – will not be accepted!

• Delaying your post event form and metrics submission

• Not working with your Partner Marketer and Partner team

Campaign operational plan

Week Activity

1 Email touch 1, DM touch 1, Online advertising, Press release

2 Telemarketing – 5 days, Online advertising

3 Telemarketing – 5 days, Email touch 2, DM touch 2, Online advertising

4 Telemarketing – 5 days, Online advertising

5

6 Event invitation touch 1

7 Telemarketing – 3 days, Event invitation touch 2

8 Telemarketing – 2 days

9 Event email touch 3

10

11 Event confirmation calling

12 Event

13 Post event follow-up, email with CTA, BDR call, survey

Promotion

Partner Reference Program

Announcing: new global partner reference program

• Working in partnership to develop & share assets

• Adding value to sales and marketing

• Costs for case study production shared 50% QlikTech, 50% via GPF

• Nominate your stories through the Partner Portal

• The best will be developed

Partner Reference Program

Special Promotion:

April-June 2011

• First 25 nominations that meet criteria will be

developed at QlikTech’s cost

• Translations at QlikTech’s cost

• No impact on Global Partner Funding (GPF)

• Complete nomination form on Partner Portal

or speak to your Partner Marketing Manager

• Submit form by 30 June 2011

• Response to your nomination within 2 weeks

Discussion

Introduction QlikView 11

• Needs

– …

– ..

– .

• Wants

• …

• ..

• .

Wrap Up

Get Started in Marketing With QlikTech

1. Attend Marketing Onboarding session with QlikTech Partner Marketing

2. Review the Partner Enablement Guide: Getting Started in Marketing

3. Complete the Online Partner Directory Form

4. Include QlikView on your website

5. Announce our relationship to your customer base

6. Understand the Visual Partner Guidelines

7. Download the Change Your World Toolbox

8. Opt-in and review all QlikTech Communications

9. Participate in the Marketing ENABLE webinar series

10. Build your lead generation and marketing plans. Leverage the available QlikView materials!

Q & A