Strat work I did for FVM

1. A Digital Strategy
for
Commvault’s Interactive Properties

2. Strategy Goal:
Concepting, Planning and Laying Foundations
For New Projects and Projects on the Boards

3. Marketing Goal:
Sales and Service Optimization
Acquire Contact information of Prospects
Contribute to the Acquisition of Customers Later or Elsewhere
Retention and Growth of Existing Customers

4. A Note on Gathering Prospect Contact Info
We warn of balancing tactics too far toward obtaining email addresses
when other forms of content and interaction may contribute just as
strongly to sales and retention.
Interactive media is a new world and while the ultimate bottom line is
important, many participants argue that the greatest benefits of
engagement do not draw a straight line to the cash register.
Building a better interactive experience, designing a better brand,
offering better tools are softer benefits of interactive engagement that
skeptics often don't see when they presume that old-school methods of
pushing calls to buy is what should be done on these new channels.
Modified from an article by Read, Write, Web
http://www.readwriteweb.com/archives/social_media_roi_dells_3m_on_twitter_and_four_be
tt.php
The greatest benefits of engagement might
not draw a straight line to the cash register.
Other forms of content and interaction may
contribute just as strongly to sales and
retention as registration forms
Better Brand. Better Tools. Better Leads.

5. Digital Marketing Goals
Messaging
Build awareness for CommVault as an innovative leader
Build awareness for the Simpana as groundbreaking and unique
Improve perception of Simpana as “more than just backup”
Simplify CommVault product messaging
Get Attention of Business Level Decision Makers
Build belief in CommVault as long term industry player

6. Digital Marketing Goals
Interactive
Make working with CommVault a good career move
Improve perception that CommVault is [insert brand attributes here]
Increase credibility by showing CV “gets it” better than competitors

7. Assessment
Messaging
Brand
Product Marketing
UX
Client side needs refinement
What defines the interactive Brand and Brand overall?
Is this a suite? What are we selling? Simpana? CV?
Site Structure, Navigation and IxD need to be refined.

8. What are the Next Steps?
Support Existing Projects and Campaigns
Advance the Digital Brand
Build up our Customer Insights
Improve Usability

9. Where?
Messaging Touch Points
• Digital ad programs and Press Releases (corporate positioning and branding)
• Online campaigns, SEO (online marketing)
• Social media and Reference Marketing (thought leadership and viral marketing)
Interactive Touch Points
• Online and Interactive Banners (tools, planning and communication support)
Where our Customers can receive messages
Where our Customers are already doing things

10. And Do What?

11. Where?
Rebuild Information Governance (IG) Section
Rebuild Partners Section
Site Refresh
Where our Customers can receive messages
Where our Customers are already doing things
Support Existing Projects and Campaigns

12. Where?
“Methodical and analytical does not always
mean rational. This is why your brand is
critical in the B2B buying cycle. A strong
brand addresses unspoken concerns.”
B2B Buying Cycle-The Shattuck Group
Where our Customers can receive messages
Where our Customers are already doing things
Advance the Digital Brand

13. Next We Need To
define that brand so we can share it with the team
put this brand into every customer experience
We already have a powerful brand
that can stand up against the
competition
Advance the Digital Brand?

14. Finding the Tactics that Support the Digital
Brand
So...
Do we have self knowledge?
Have we defined the emotional style of engagement?
Do we make it easy to see the larger team we are part of?
Can our customers see each other?
Do we help people create winning recommendations?
Are we in touch with when our customers jobs become meaningful craft
to them?
Brands mean something on six fronts:
Our Audiences Looking at Us
Our character means something
How we relate to our customers means something
When we stand in league with partners who mean something,
we stand for something more
Our Audience Thinking of Themselves
It means something to stand next to others who work with us
It means something to be the person who won by using us
It means something to a person to make good choices

15. Where?
Evolve Personas
Find Opportunities within Buying Cycle
Where our Customers can receive messages
Where our Customers are already doing things
Build up our Customer Insights
On a continuing cycle…

16. Primary Personas
Systems Administrator
Focused on Technical Requirements of Current Project
Looking Across Multiple Projects and Focused on Business Value
Senior Level Technology Planner – CIO, VP IT
Focused on Smaller Systems such as MS Exchange and MS Sharepoint
Technical Admin Operating Outside of IT Dept
Vendors Aware of Who Will Synergize with Their Products
CIO’s Vendor Table

17. Interested in products contribution to Corporation’s Value
Financial Analysts
Secondary Personas
Technical Analysts
Interested in Capabilities and Competitiveness
Investors
Looking for Reasons to Invest and Status of Corporation’s Value
The Media
Looking for Resources for Stories
Partners
Looking for Ways to Engage

18. Primary Persona
Steven – A CIO
Senior Level Technology Planner
He could also be a VP IT
Strategic Business Questions:
Does this support to my vision for business outcomes and directives?
Will this increase productivity inside a tight IT budget?
Will this enable business growth?
How does this affect long-term business performance?
What is the balance between price and performance?
What is the balance between time and value
Is this going to reduce operation costs?
How much will it cost to replace our old system?
Strategic Technology Questions:
Does this align with my initiatives and strategies?
How will this be part of my plans over the next three years?
Will this increase our ability to gather information/intelligence?
will this help us to move from sprawl to real-time infrastructure?
Will this increase our agility by sensing needs earlier and responding faster than we do now?
Questions based on presentation by Dave Russell of Gartner
Big Plans
We will be re-architecting back-up in next 18 months
Big Concerns
IT productivity
Agility
Cost benefit of change
I need to radically change who we do IT with, with the minimum of
risk

19. Primary Persona
Julie – Backup Admin
A Systems Administrator
She could also be a [?]
Strategic Technology Questions:
Does this work within a tight IT budget?
Will the vendor be around as long as we need support?
Tactical Project Based Questions
I need answers to my specific configuration
Will this software meet the unique requirements of my industry?
Big Plans
I need to increase the speed at which we are backing up our VMs
Big Concerns
My Job – I need to make choices I can defend
I need to choose the best solution
What I choose needs to work with everything else we have

20. Primary Persona
CIO’s Vendor Table
Server
Network
Storage
Application
Strategic Technology Questions:
Does this?
Will?
Tactical Project Based Questions
I need
Will this?
Big Plans
I need to ensure my position with the company moving forward
Big Concerns
Will this product compliment our solution?

21. Primary Persona
Darin – Systems Admin
Technical Admin Operating Outside of IT Dept
Strategic Technology Questions:
Does this work within a tight IT budget?
Will the vendor be around as long as we need support?
Tactical Project Based Questions
I need answers to my specific configuration
Will this software meet the unique requirements of my industry?
Big Plans
I need to ensure the backup of both MS Exchange and MS
Sharepoint
Big Concerns
My Job – I need to make choices I can defend
I need to choose the best solution

22. Buying Cycles
We Have Chosen to Focus on Four Buying Cycles
Large overhaul by IT group
Small implementation within the IT group
IG support for legal
Small implementation outside of the IT (e.g. MS Exchange Server)

23. Six Stages
Problem
Identification
Buying Cycle
Personas
Definition and
Requirements
Search Evaluation Selection Procurement
Business realizes it
has a problem it must
address
Decision-makers
and influencers
render opinions on
what they think will
solve the problem
Search for solutions
and providers based
on their
established criteria
Decision makers
and influencers
evaluate which
solution will best
solve the problem
Some type of test or
limited use
of the solution will
lead to a final
selection
POs are cut and the
final implementation
begins

24. Where?
Better Information Architecture
Better Taxonomy
Better Interaction Design
Better Research (Testing)
Improve Usability
Use intelligent Suppositions, Heuristics and Testing to create…

25. Refresh
Staging Server
Project Time Line
Planned Projects
Oct Nov Dec Jan Feb Mar
Personas and Sales Cycle
Usability
Personas and Sale Cycle
Round One
Personas and Sale Cycle
Round Two
Personas and Sale Cycle
Round Three
IG
Partners
Heuristics User Testing User Testing

26. 2626
Plan and Schedule First Iteration of Customer
Insights
Plan and Schedule Refresh integrating opportunity to
advance
Brand
Design
Usability
Next Projects