VMware vcloud Air Disaster Recovery Campaign

Transcription

1 VMware vcloud Air Disaster Recovery 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 vcloud Air Disaster Recovery. VMware will provide you with the tools you need to execute an integrated pain-point-led marketing campaign aligned to your go-to-market strategy. The Partner Opportunity Note: This program is only available to partners who have achieved the Hybrid Cloud Competency to resell vcloud Air. During the past few years, enterprise Disaster Recovery as a Service (DRaaS) adoption has grown steadily to 19 percent today, with another 22 percent planning to adopt. The Forrester Wave : Disaster- Recovery-as-a-Service Providers, Q by Rachel A. Dines, January 17, 2014 The hybrid cloud has tremendous long-term potential and, with limited VMware partners authorized to sell Disaster Recovery, now is the time to bring these valuable services to your customers. Whatever the size of the initial engagement, add-on services and expanding customer needs can lead to increased revenue for you. Great Application Migration Opportunity Small Sales Can Add Up Fast Sep Dec Mar 40M+ virtual machines 90 % on physical servers 2 $5K MRR* $15K TCV* Customer purchased 3-month Virtual Private Cloud $6K MRR $75K TCV Customer upgraded to 12-month Virtual Private Cloud $25K MRR $1.1M TCV Customer purchased 36-month Dedicated Cloud % 6700 revenue growth in 6 months Monthly recurring revenue grew 5x Anatomy of a Win All prices MSRP 410 % growth in 3 months Sale Date Product Jan 14 Storage Jan 8 Compute Dec 27 3 Bandwidth Dec 23 5 IP Addresses Dec 23 Compute Dec 12 Compute Dec 9 2 IP Addresses Compute + Nov 1 Support Oct 31 1 IP Address Oct 10 Core VPC Order MRR* $326 $739 $657 $120 $739 $739 $48 $739 $24 $1332 TCV* $3912 $8868 $7884 $1440 $8868 $8868 $576 $8868 $288 $15984 Day 1 Day 100 Add-on Orders Plug and Play Automatic renewals and a low customer churn rate mean long-term, recurring revenue. * MRR= Monthly Recurring Revenue TCV= Total Contract Value 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 protecting applications and data with Disaster Recovery to drive incremental revenue. CAMPAIGN DEPLOYMENT GUIDE / 01

3 CAMPAIGN OPPORTUNITY Disaster Recovery as a Service Target Audience The target audience will consist of decision makers across current VMware customers with vsphere 5.1. We recommend focusing on the Mid-Market to Commercial segments with 100-4,999 employees. Key roles Target buyers: IT Director, Director of Business Continuity/Disaster Recovery (BC/DR) Planning. 72% of enterprises say they will be pursuing a hybrid-cloud strategy by Customer Use Cases Primary Source: Tom Bittman, Gartner Data Center Conference, December 2013 Customers with no disaster recovery (DR) plan in place or who are avoiding building a secondary site for DR. This includes: Customers concerned about protecting their production environments during a disaster and who want to avoid/minimize operational disruption. Customers who do not want to take on the capital expense or management burden of completely replicating their production environments to a secondary site operated by core IT staff. Secondary Customers looking to replace a traditional in-house or secondary-site disaster recovery solution with one that includes: Better (newer) functionality for a lower cost. Automated and non-disruptive testing. Flexible terms, especially around shifting environment size. Reliable support. Customers who need to protect remote office sites but do not want to further reinvest budget (CapEx), time, and resources to extend their current disaster recovery plans to include satellite offices. Disaster Recovery Today Organizations are operating with limited or no disaster recovery plans in place. Creating a plan, whether paying for CapEx deployment or a disaster recovery solution, that involves a secondary site or service is challenging, and companies often do not have the time, budget, or staff to spare. For companies with disaster recovery solutions in place, the challenge often lies in the maintenance of existing solutions, in re-evaluating initial investments against current offerings, and in ensuring that their current disaster recovery solutions can expand to accommodate growth. VMware vcloud Air Disaster Recovery provides customers with the same reliability and security they have come to know and trust from VMware. This service offering enables organizations to leverage the same tools, skill sets, and platform investments to provide resiliency for business-critical information and assurance against operational disruption. CAMPAIGN DEPLOYMENT GUIDE / 02

4 CAMPAIGN OPPORTUNITY Disaster Recovery as a Service Customer Challenges and Pain Points Depending on the challenges your customers are facing, they will have differing pain points. Customer does not have any disaster recovery in place today. Customer does not have an affordable disaster recovery plan in place to protect all tier 2 and 3 application information. Customer is looking for low-cost replication for remote or branch office. Customer wants to get rid of secondary or tertiary data center currently used for disaster recovery. Customer data center and/or equipment is approaching end of life or end of lease. What is VMware vcloud Air Disaster Recovery? Simple and secure asynchronous replication and failover for vsphere, including: Warm standby capacity on VMware vcloud Air Disaster Recovery Self-service protection, failover, and failback workflows per virtual machine (VM) 15 minute* 1 24 hour recovery point objective (RPO) 4 hours or less recovery time objective (RTO) Initial data seeding by shipping a disk Includes: 2x 7-day disaster-recovery tests per year 30 days of recovered VM run time *Dependent on available bandwidth CAMPAIGN DEPLOYMENT GUIDE / 03

5 MESSAGING PILLARS AND CAMPAIGNS Campaign Content The program is divided into three individual campaigns categorized within the three primary benefits of Disaster Recovery, each focused on different messaging with its own distinct pain-point-led theme and visual identity. Flexibility Disaster Recovery is a simple, affordable cloud-based recovery solution with flexible contract lengths, pricing, and scalability for protecting your applications and data. Ease of Use Disaster Recovery makes it easy to set up, deploy, and manage an effective disaster recovery solution without investing in hardware or software, or hiring and training new specialists. Compatibility Disaster Recovery is built on the same vsphere technology used by your customers in their onsite data centers, which enables them to leverage the same tools, skill sets, management, and support they already know and trust. Customize Your Campaign Within the Partner Demand Center, you can further customize the following elements of each campaign to help you stand out in the marketplace and better represent your customers: Images: There are five image options available, or choose others to fit your preference. Offer-box & subheadline color: Customize text, background, and button colors within VMware color palette (customization options vary by asset). Value proposition & contact info copy: Update to represent your unique value proposition and contact info. (We have provided sample copy to get you started.) Value proposition color: Choose a color to represent your company. Logo image: Insert your company logo. CAMPAIGN DEPLOYMENT GUIDE / 04

6 Affordable and flexible disaster recovery is within reach. SIMPLIFY DR WITH VMWARE Partner Logo Downtime and data loss can be scary prospects for any organization. But while protecting business-critical applications and data is crucial, traditional disaster recovery (DR) solutions can be expensive and difficult to manage. VMware vcloud Air Disaster Recovery from [MyCompany] is the flexible, cloud-based recovery-as-a-service solution for VMware vsphere environments. Now it s easy to protect your critical business information as you: Get started with minimal investment, and scale up protection as necessary. Schedule what to protect and when to run backups. Enable data and app recovery without investing in new hardware or a secondary site. Explore VMware vcloud Air Disaster Recovery today. Learn the top five reasons cloud-based DR is the smart choice. Discover the benefits of an agile DR solution. Test drive Disaster Recovery and get your first month free. Take the first step [MyWebAddress] Get in Contact [MyCompany] is the right choice for virtual infrastructure solutions. We specialize in helping you keep your budgets under control while protecting your applications and data. Call us today at [MyPhone]. If you would prefer not to receive mail from [MyCompany], please [My ] VMware All rights reserved. SIMPLIFY DR WITH VMWARE Partner Logo CAMPAIGN ASSETS What s Included The campaign contains a full suite of execution-ready assets that combine to form a powerful integratedmarketing campaign: Multi-Touch edm Templates Three co-branded, customizable edm templates, each with a separate call-to-action, which culminates in the first-month-free call-to-action in the final touch. Landing Pages Four landing pages which we, you, or a third party can host. Each has a gated call-to-action which collects lead information. Online Banners Place these online banners on your site or on third-party sites to create awareness and 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. [First Last Name] [123 Address] [City], [State], [Zip] Protect what matters with [MyCompany]. Contact our disaster recovery specialists today at [MyPhone]. Now, I have a disaster recovery solution that s the right size and right price. PEOPLE LIKE YOU Maximum protection, minimal investment. With VMware, I get both. 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 call-to-action directing back to your campaign landing page. CAMPAIGN DEPLOYMENT GUIDE / 05

7 Attention Sales: This document is designed to support you in selling VMware vcloud Air Disaster Recovery. You are getting this lead because your customer or prospect responded to the joint marketing campaign we ran with VMware, which targeted our current VMware vsphere install base and outlines the benefits of adding vcloud Air Disaster Recovery. Engage: Show: Sell: Follow up with your customer via sales call. Set up a time to go through the features in person or via web meeting. Position the right solution to your customer and upsell. Disaster Recovery as a Service What did your customer learn? (Key campaign messages) VMware vcloud Hybrid Service - Disaster Recovery is a simple, cloud-based recovery service that allows customers to increase business resiliency while protecting applications with minimal investment. The service enables operational consistency with realizable cost and resource savings while providing a failover environment for dependable recovery in the event of a disaster. Get started with minimal investment and scale up protection as necessary. Schedule what to protect and when to run backups. Enable data and app recovery without investing in new hardware or a secondary site. Leverage the same tools, skill sets, processes, and hardware that you already have. Build on your existing solution and control everything from one simple interface. Consolidate IT needs across your data center, hybrid cloud, and disaster recovery plans. What are the customer calls to action? The campaign drives your customers to take the following actions: 1. Read the white paper, Top 5 Reasons for Cloud-Based Disaster Recovery. 2. Download the info graphic, TITLE TO COME FROM BU. 3. Contact your dedicated Disaster Recovery specialist now to get the first month free. What should you do now? If your customer has expressed interest in the Disaster Recovery first-month-free offer, this is a great opportunity to get in touch and set aside some time to demonstrate new features and capabilities. Follow the process below to engage your customer and convert this opportunity into a sale. CAMPAIGN FLOW Recommended Approach Seize the Sales Opportunity 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. 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 / 06

8 CAMPAIGN DEPLOYMENT Maximizing Results To help you execute your campaign smoothly, 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 disaster recovery as a service and VMware vcloud Air Disaster Recovery. Determine your target audience. The assets are designed to work across Mid-Market and Commercial customers with 100-4,999 employees. 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 time 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 / 07

9 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 Disaster Recovery 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 or using the Partner Demand Center Consistent reporting of campaign metrics VMware, Inc Hillview Avenue Palo Alto CA USA Tel Fax CAMPAIGN DEPLOYMENT GUIDE / 08