vsphere with Operations Management Campaign

Transcription

1 vsphere with Operations Management Campaign Partner Marketing Program Overview and Campaign Deployment Guide

2 A Smart New Approach to Partner Sales Enablement What is Partner Sales Enablement? The partner sales-enablement support materials combine robust marketing assets with expert third-party assistance to help you market and sell VMware vsphere with Operations Management. VMware will provide you with the tools you need to execute an integrated painpoint-led marketing campaign aligned to your go-to-market strategy. The tools and support from VMware made this one of the easiest deals I ve ever closed. Partner from Ohio Closed a $60,000 vsphere with Operations Management deal in three weeks using the vsphere Optimization Assessment. The Partner Opportunity Note: This program is only available to vsphere Optimization Assessment - enabled (VOA) Partners. With an issue-led campaign, you can upsell your vsphere customers to vsphere with Operations Management by offering solutions that address their most pressing needs. The vsphere Optimization Assessment service demonstrates what customers can achieve with vsphere with Operations Management. It is a genuinely compelling tool to convert leads into sales. How You Benefit Differentiate yourself: VMware is proud to offer valuable partners like you access to these marketing campaigns. Select the messaging pillars that best align to your customer pain points to differentiate yourself. Drive demand: VMware provides you with customizable campaigns and assets. Grow your share of wallet: Target your vsphere install base to cross-sell customers on virtualizing their desktops with VMware to drive incremental revenue. CAMPAIGN DEPLOYMENT GUIDE / 01

3 CAMPAIGN OPPORTUNITY vsphere with Operations Management Target Audience The primary audience for this campaign is vsphere customers. In particular, we recommend focusing on the following roles: IT Admin & IT Ops Head of IT infrastructure Head of IT Ops Did you know? 80% of all VMware customers have vsphere only. Customer Priorities and Pain Points Customer Business Concerns Customer Pain Points Controlling IT CapEx and Opex Virtual machine (VM) sprawl This makes selling vsphere with Operations Management an ideal way to grow your share of wallet. Reducing disruptions to business operations Inefficient capacity utilization Over-provisioning of VMs Benefits of vsphere with Operations Management VMware vsphere with Operations Management enables the IT team to be more proactive and responsive in the management of their vsphere environment, resulting in not only more productivity within the IT organization, but in visible business benefits like improved availability, performance, and capacity utilization. Adding vcenter Operations amplifies vsphere value. Customers with vsphere and vcenter Operations noticed a 59 percent increase in IT cost savings versus those without vsphere (28 percent with vsphere alone). Management Insights Customer Survey September 2012 Partner Market Advantage CAMPAIGN DEPLOYMENT GUIDE / 02

4 As our customer, we re sure you ll want to know about an exciting development in virtualization management. It s a next-generation solution called vsphere with Operations Management and it gives you a powerful, single source of insight into workload capacity and health that will transform VM performance. [Your expert team at [Partner_name] are standing by to help you quickly get up and running on the new solution. We specialize in keeping IT budgets in check while boosting uptime and reliability.] 86752_v8 Thru Chan_Campaign Format_2_DM.indd 2 05/03/ :34 Register for your vsphere with Operations Management Optimization Assessment and get a customized report that demonstrates how you can: to changing conditions Cut hardware costs by unified dashboard Call [Partner_name] at [Tel Num] to register. This on-site proof of concept includes a custom assessment report on the business benefits you will gain from vsphere with Operations Management. Want to know more about vsphere with Operations Management right now? Download your 6 Tasks You Can t Do With Traditional IT Tools infographic at: Partner Logo 86752_v8 Thru Chan_Campaign Format_2_DM.indd 3 EVOLVE 05/03/2014 WITH 17:34 VMWARE VMware _v11 Thru Chan_Campaign Format 1_DM.indd 2 06/03/ :32 Power-up CAMPAIGN ASSETS What s Included This campaign contains a full suite of execution-ready assets that combine to form a powerful integrated marketing campaign: Multi-touch edm Templates Three co-branded, customizable edm templates, each with a separate call-to-action (CTA), which culminate in the vsphere Optimization Assessment CTA in the final touch. Landing Pages Three landing pages which you, or a 3rd party can host. Each has a gated CTA which collects lead information. Online Banners Place these online banners on your site or on third-party sites to create awareness, build interest, and drive targets to a campaign landing page. Promotional Copy Copy promoting the campaign which you can place on your website or in newsletter communications to generate interest and drive traffic to your campaign landing page. Take a test-drive today One view Infinite rewards Because I ve got the right information, I can make the right decisions. Get the insight you need to enhance control. Now you can, too New management tools Upgrade to vsphere New control with Operations Management The proven VMware vsphere platform you already trust. Predict, pre-empt and prevent performance issues Reduce expenditure with agile responses Accelerate issue resolution with one Cut time to problem resolution by Book Your Optimization Assessment NOW PEOPLE LIKE YOU Social Media Copy Blocks Recommended copy that you can use on Twitter, LinkedIn, and your newsletters or blogs to drive customers to your campaign landing page. Direct Mail Select campaigns include physical direct mail assets you can print and send to targets, each with a CTA directing back to your campaign landing page. CAMPAIGN DEPLOYMENT GUIDE / 03

5 CAMPAIGN FLOW Recommended Approach Database Services: List cleanse and/or build Sales Cheat Sheet Landing Pages Social Media Review and share metrics/ results Campaign Playbook edm Series (three touches) Online Banners Lead Follow-Up Campaign Execution Tips Campaign assets have been provided to support you in the execution of a multi-touch, multi-media campaign. As you prepare to take your custom campaign to market, please use the provided assets, including this playbook and the sales cheat sheet developed as a quick overview for your sales reps to understand the campaign and be prepared to follow up on the leads in order to meet with customers and walk through the vsphere Optimization Assessment. We have included three co-branded and customizable edm campaigns to send to prospects. The recommended cadence for each touch is seven days apart, with non-responders from the previous campaign to be included in subsequent touches. Following this schedule, you would execute edms on Day 1, Day 8 and Day 15. For maximum results, execute campaigns so that they arrive between 8:00 and 9:00 a.m. or between 3:00 and 4:00 p.m. on a Tuesday, Wednesday, or Thursday. Remember to account for differences in time zones. Landing pages will feature gated assets to capture lead information. These pages are designed to capture responses from all outbound marketing you execute, including edms, online banners, social media, direct mail, etc. If telemarketing is part of your strategy, it should commence after touch two, approximately nine days after the campaign start. CAMPAIGN DEPLOYMENT GUIDE / 04

6 CAMPAIGN DEPLOYMENT Maximizing Results To help you execute your campaign smoothely, we have compiled this list of recommended steps. Check off each one as you go to ensure a successful campaign. Before the Campaign Refresh your skills. Your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge can provide resources to help you get up to speed on desktop as a service and vsphere with Operation Management. Determine your target audience. The assets are designed to work across SMB, Commercial and Enterprise customers who have installed vsphere. If you are unsure who to target, we recommend these roles in particular: IT Admin & IT Opps Need to identify and resolve issues quickly. Head of IT infrastructure Needs to control the infrastructure cost of meeting demand. Head of IT Ops Needs to maximize OpEx efficiency. Set campaign timing plan. Your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge is available to help with your timing plan and discuss any additional support you may need. Prepare your database. If you don t feel you have a healthy database, or the records aren t current and clean, engage your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge for help should you not have internal database marketing resources or a third party you already work with. Determine your follow-up strategy. You can have your sales team conduct the follow-up or get help from your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge. Equip your sales team. Brief them on the campaign, let them know what to expect, and share the one-page follow-up Sales Cheat Sheet. Executing the Campaign Organize your social strategy and content. Have a plan for when you ll push out the social content and set milestones along the way. You may consider augmenting the content with your own personalization or additional messages, or simply use it as is. You should be promoting complementary social-media messaging for the duration of the campaign. Place your banner(s). They are crucial to drive targets to the landing page, so ensure you get them up and running. Customize your s and execute for success. open rates tend to peak at roughly an hour after they are sent. For instance, s sent at 8:00 a.m. will have the highest probability of being opened at 9:00 a.m. For maximum results, execute campaigns so that they arrive between 8:00 and 9:00 a.m. or between 3:00 and 4:00 p.m. on a Tuesday, Wednesday, or Thursday. Remember to account for differences in times zones. Follow up on all leads. If you are using a proactive outbound telemarketing strategy, start your follow-up after the second touch. If you would like help conducting timely lead follow-up, your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge is available to assist. After the Campaign Continue follow-up efforts. Build upon your campaign follow-up and continue to drive revenue. Analyze your results. Track your milestones, pipeline, sales, and ROI, and share results with your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge. Your feedback is critical to help us improve. CAMPAIGN DEPLOYMENT GUIDE / 05

7 CAMPAIGN DEPLOYMENT Maximizing Results Campaign Summary: Mutual Investment Our goal is for every partner participating to be successful. As we move through the program, VMware will continue to invest in partners who commit to engagement, follow process, and show returns. What You Get from VMware: Exclusive opportunity vsphere Operations Management sales and tech pre-sales training Access to marketing support to augment your marketing capabilities VMware programs and campaigns to create awareness Customizable multi-touch demand-generation campaigns Tools to accelerate sales Process for tracking success What We Need from You: Trained sales and tech pre-sales professionals Database development and lead follow-up capabilities in place Flawless execution of the campaign through your marketing-automation system Consistent reporting of campaign metrics VMware, Inc Hillview Avenue Palo Alto CA USA Tel Fax CAMPAIGN DEPLOYMENT GUIDE / 06