8. Webinar Schedule
• Virtualization /
Cloud
Computing
• Threat
Landscape
Deep Security
8.0
• Virtualization /
Cloud
Computing
• Threat
Landscape
Secure Cloud
• Virtualization /
Cloud
• Risk
Management
Vulnerability
Management
Services
• Threat
Landscape
• Virtualization
(VDI)
• OfficeScan
10.5
Endpoint
Security and Mail
Servers
BrightTalk platform
1. Scheduling is under-way
2. Live sessions and recorded sessions
3. Unique URLs for channel marketing use to help partners drive leads
9. Multi Region Campaigns
– A set of marketing activities that are engaging and interactive
– Designed to take the target audience on a journey that ultimately
results in a lead or consideration for purchase.
• Fully Integrated across the marketing funnel - Public Relations, Analysts
Relations, Web, Digital, Social Marketing and Search, Advertising,
Channel and Alliance Partner elements
• Multi Touch—coordinated and staged over 12 months
• Delivered and executed regionally
10. What is the field marketing plan
for social media?
To establish a community of thought leaders,
active influencers and Trend Micro
ambassadors who create social proof and trust
in Trend Micro, its people, and their points of view
on security.
11. Objectives
• What are we after? Awareness
– Build awareness of Trend Micro and our brand
• As a cloud security leader
• General awareness of Trend as a security solutions
provider
– Increase loyalty & “recommended” status
and stimulate WoM potentials
– Increase share of voice around cloud,
virtualization, consumerization, threat,
and mobility discussions
12. The US Social Media Strategy
• What social media channels
will we focus on in 2012?
– Facebook
– Blogs
– Twitter
– YouTube
– LinkedIn
– Slideshare…
Social Selling & Community Building
18. How will we know social media is working?
Metrics for awareness:
• Web traffic
• Web traffic referrals
• Search volume
• Followers, fans, friends
• Social mentions
• Share of voice
19. 2012 – Field Marketing - Messaging Goals
• Capture the attention of the enterprise, SMB, CIO/senior IT,
Industry leaders and luminaries with a compelling expression of
their key pain points and the rising trends they are facing
• Through the use of customer success examples, show the ‘art of
the possible’ by highlighting the business outcomes that are
possible if Trend Micro software and solutions are implemented
• Visually represent the breadth of the Trend Micro software and
solutions, with an emphasis on enterprise offerings, showing how
the portfolio addresses the customer pain points and the business
value delivered
• Highlight the uniqueness of the Trend Micro portfolio and its
differentiation in the market
• Set the groundwork for deeper dive discussions around key topics
like: Consumerization, the Evolving Data Center and Advanced
Threat Management
• Provide a foundational overview that can be adapted/expanded
upon for other audiences (e.g. channel & alliance partners etc.)
10/26/2016 19Confidential | Copyright 2012 Trend Micro Inc.
20. What we Want All Influencers to…
• Feel:
– Trend really knows what they are talking about: they understand my pains and are on top of
hot trends in the industry
– Trenders are passionate, approachable and skilled; they are dedicated to my success and I
am in good hands with Trend
• Think:
– Consumerization, cloud and advanced threats are growing trends that I need to get in front
of, and Trend already has solutions to help me get there, and they are continuing to invest in
tackling these and future trends
• I can embrace consumerization, empowering the business with the freedom it needs
while gaining control and visibility necessary to secure my network protect our sensitive
IP and customer information
• I can take full advantage of virtualization and cloud technologies/deployments; Trend
enables me to fully secure those environments; data-centric approach
– Trend will simplify my life and help me ‘do more with less’
• Comprehensive range of best-of-breed products; fewer vendors needed
• Products are delivered in a way that is easy to deploy, manage and maintain
– Trend is a leader in this space and they are unique in the way they will partner with me to
ensure my success
• They are 100% focused on security and dedicated to solving my kind of pains
• They have the ideal channel and technology partners to ensure my ongoing success
• Do:
– Ask to learn more about one of the key trends or aspects of the Trend solutions (i.e. mobile,
endpoint protection, cloud security, advanced threat management…)
20Confidential | Copyright 2012 Trend Micro Inc.
21. Target Audience and Key Pain Points
• CIOs for mid-large enterprise; plus senior-level IT who aspire to
address similar needs/pain points (including CISOs, IT directors…)
– has both the business and technical trends in mind; “transformational” CIOs are
concerned about helping to drive the business forward, while cutting costs and
staying ahead of technology trends
• Key pain points
– Must help transform the business; generate new revenue or protect revenue by
getting closer to the customer
• Provide systems/tools that empower business people to better serve the customer and
identify new market opportunities
• Protect sensitive customer data to help drive customer loyalty
– Brand protection, can’t afford the bad PR and loss of business
• Requires IP protection, and protection of sensitive customer information (PHI, PCI, PII)
– Meet the demands of the business better and faster
• Empower business users with the latest and greatest productivity tools, systems and trusted
information they need to best do their jobs
– Compliance
• Requires protection of sensitive customer information (HIPAA, PHI, PCI, PII); encryption a
key to addressing many issues
– Do more with less; need simplification and lower cost of operations
• Unlock the potential of cloud computing without sacrificing speed and security
• Fewer vendors; suite of capabilities that is easy to manage
10/26/2016 21Confidential | Copyright 2012 Trend Micro Inc.
22. Leading IT Execs…
• Help the business gain competitive advantage (better brand, new market
opportunities, customer loyalty…)
– Provide the business with the trusted information needed for better, faster decisions
– Stay ahead of technology trends, delivering the best tools/applications needed for ultimate
productivity
– Ensure brand is protected (secure customers’ information and organizational IP)
• Do more with less, lower costs
– Lower costs of operations through virtualization and cloud
– Consolidate number of vendors
– Simplify management of applications
• Manage risk, avoid costs
– Meet compliance requirements (protect HIPAA, PHI, PII, PCI)
10/26/2016 22Confidential | Copyright 2012 Trend Micro Inc.
23. Changing role of IT
• The CIO needs to consider a ground up redo of the organization,
how it delivers IT services and how it integrates with the business
at the function and end-user customer level. Admit it; you weren’t
thinking that these organizational changes were a factor in your
requirements and prioritization process for acquiring a cloud
management platform.
• The delivery of IT is different. The old ways are gone. The addition
of cloud to your organization isn’t an opportunity to do the same old
things faster, it’s an opportunity to deliver functionally improved IT
services in real-time to your business.
• In modern IT you should be able to test, fail, test, fail, test, and
implement in less time and for less money than one effort in the
past. In light of the improved application adoption options, a change
in how you review and approve ideas is also important. In other
words, why send a project to the executive team for review, when
you could run a proof of concept in a matter of days or hours and
actually demonstrate the value almost immediately at little or no
cost.
25. Different Nurture Types
Prospects can “sit in a variety of demand waterfall stages –
We must consider multiple nurture types
Inquiries
Marketing Qualified
Leads
Sales Qualified
Leads
Closed/Won
Business
10/26/2016 2
5
Pre-MQL
Nurturing before a prospect is handed off to
teleprospecting, inside or outside sales
Active Recycled
Nurturing when a prospect is rejected by sales for a
predetermined reason
Passive Recycled
Nurturing when a prospect has experienced no
movement for an established period of time , but has
not been rejected by sales
Reconstituted
Nurturing when a once-engaged prospect or
opportunity has had no activity for a pre-determined
length of time i.e. months or quarters
26. 10/26/2016 2
6
Setting The Stage: Scoring Components
Lead scoring is a critical nurturing driver; how scoring building blocks
are used varies by nurture type
27. Multi Touch-Plan: Lead Nurturing Campaign
TOUCH #1
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