2011 A/NZ Cloud Solutions For Smb 20 July

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2011 A/NZ Cloud Solutions For Smb 20 July

  1. 1. A/NZCloud Solutions for SMBH2 Campaign (incl Executive Breakfast) Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 1
  2. 2. Focus Areas 1. Drive more transaction metrics between Trend/Reseller Channel/End Users (PUSH)  Enhance communication focus under Retention/Engagement 2. Need to grow End User customer through PULL Strategies  Adding end user focus under Recruitment/ Awareness 3. Improve Trend Micro perception as Security Leader that exploits Cloud Security to deliver best solutions  Enhance Thought Leadership focus under Relationship/TL. Classification 11/30/10Copyright 2009 Trend Micro Inc. Copyright 2009 Trend Micro Inc. 19
  3. 3. Why is Cloud Solutions important? Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 3
  4. 4. 2H Campaign Focus:Cloud Solutions for SMB Partner End User Thought L‟ship Experience Experience Experience Cloud Solution Themes Increase Events Events AR/PR must be exposure present and echoed Joint AR/PR Bi-line Marketing deliverables articles on all external communication Corporate Corporate Media SB page SB page engagement touch points. Add a focus SB blog Partner on customer presence Portal references Topical news Marcomm & Marcomm & commentary merchandise merchandise Copyright 2009 Trend Micro Inc.
  5. 5. H2 SB Campaign Elements:“Cloud Solutions for SMB”• PR/Analyst engagements on SSFB – Point of review and by-line articles – Online community presence (eg: blogs)• Communications – Edm to Navision customers – E-banner to CNET prospects – Edm to TM resellers, Disti to prospect resellers• Events – Reseller and End Users – PR on Cloud Solutions for SB – Landing Page Microsite -> Web site• Post Event Communications – Resellers – End User Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 5
  6. 6. Cloud Solution for SMB H2 Engagement PlanPR & AR PR & AR Speaker PressInterviews in market Content Post Event Early GA SSFB Event Launch Post Jul Mid Jul Mid Aug Event Reseller Activities - Post event eDM Reseller Activities -Benefit of Cloud Solution -Webinars, eDM & advertising - eDM invites - Portal tools for reseller -Follow-up RSVP -Channel Newsletter -Pre-event advertising - Website/Microsite - Channel Newsletter - Webinars End User Activities - Promotion follow-up - eDM invite End User Activities - Follow-up RSVP - Post event eDM -Website/Microsite -Benefit of Cloud Solution Advertising eDM - Website/Microsite Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 6 - Promotion follow-up
  7. 7. Cloud Solutions for SMBHave you heard the news?Attend our event and find out how you can utiliseTrend Micro Cloud solutions designed for SMB tohelp cost effectively share and collaborate yourdata in a secure cloud. Register to attend an cloud solutions event near you Today 1. Please use the following creative/imagery. 2. For homepage or where there is a rotating banner: Please remove all text on the left and also the sign in button on the top right. Add text (header) – Cloud Solutions for Small Business Market (body) – for businesses that want cost effective, convenience and secure cloud solutions (Registration button) - Register Today (Add Information) - to attend a Cloud Solution event near you 3. For the SSFB banner on the microsite: (body) - Attend our Cloud Solution for Small Businesses event and be the first to review our cloud solutions that redefines online file storage management (Registration button) - Register Today (Add Information) - to attend a Cloud Solution event near you Copyright 2009 Trend Micro Inc.
  8. 8. Engagement Model for Reseller/End UsersTarget Audience Australia (Sydney/Melbourne) New Zealand (Auckland)Current End User Customers Navision - 7389 Navision - 328Expired Customers Navision - 4539 Navision - 330 ZDNet - 4200 ZDNet - 800Prospects Direct Marketing - 600 Direct Marketing - 600 Affinity Partner - 2446 Affinity Partner - 753Current Resellers ARN - 11,000 + cir Reseller news - 3000+ cirProspective Resellers Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 8
  9. 9. End User ProspectingLead GenerationCNET Prospecting• Lead Gen to target audience across multiple IT job categories and co sizes• Awareness and brand exposure to 13,000+ SB prospects• Estimate 20% open rate, industry average• 100% 3rd party opt-in email• Event Audience Generation• Online Community Engagement and Development• Opt-in Email Acquisition• Customer Profiling via 3-5 questions on rego page• Generate highly qualified sales leads• Database refresh, contact and opt-in acquisition Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 9
  10. 10. Invitations:ResellerVersionandEnd UserCustomer/ProspectVersionhttp://onlinerego.com/TrendMicro/2011/SME/Reseller/Trend_SME_resellerDM_03.htmhttp://onlinerego.com/TrendMicro/2011/SME/End_User/Trend_SME_Enduser_v4eDM.htm Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 10
  11. 11. Trend Micro e-Newsletter toresellers Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 11
  12. 12. Invitation RegistrationPages http://swsonline.com.au/tre ndmicro/smecloudsolution/ about/ Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 12
  13. 13. Agenda of Events – End User/Reseller Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 13
  14. 14. Key Note Speaker - Graeme Philipson• Graeme Philipson, Research Director Graeme is founder of Connection Research. He has been in the IT industry for 30 years, as a technology market researcher and journalist. He heads up the companys research activities in fields including SMB IT technology, digital technology, home automation, and the sustainable technology..• Graeme was a founder of Strategic Publishing Group (SPG), and founding editor of MIS magazine. He built SPGs research arm across Asia Pacific before its acquisition by Gartner, when he became Gartners Asia Pacific Research Director.•• Connection Research undertakes primary research (surveys of users and their value chains), conducts market modelling analyses (combining our primary data with other sources) and consultancy in a number IT and technology fields. Connection Research operates out of Sydney with Research Associates in London, Copenhagen, New York and Singapore.• Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 14
  15. 15. Event Signage Draft Options Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 15
  16. 16. Rob Livingstone – Cloud Specialistbook offered as prize for attendance• Rob Livingstone is a respected and experienced CIO, with over 33 years of professional experience in the Corporate world, the last 16 of which were as Oceania CIO in a number of multinationals.• Rob is the principal and owner of Rob Livingstone Advisory Pty Limited, a highly regarded niche Advisory practice based in Sydney, Australia• Rob‟s book “Navigating through the Cloud – A plain English guide to surviving the risks, costs and governance pitfalls of Cloud computing„ is due out in August 1st, 2011• Rob also writes a monthly column in CIO Magazine, under the moniker of „The Accidental CIO‟. His first column appears in the September/October 2010 edition with the controversial article entitled “What do Cloud computing and a sub-prime mortgage have in common?” Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 16
  17. 17. As requested: Thought Leadership Repositoning for SMB • Revamping content from Web SB Overview page to focus on cloud solutions instead of being product centric http://us.trendmicro.com/us/trendwatch/cloud/consumer/index.html Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 17
  18. 18. Post Event Landing Page forAttendees and Non Attendees End User Resellers Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 18
  19. 19. Post Event Webinars• End User – For non attendees and SA, WA, Qld – Cloud Solutions for SMB Webinars• Reseller – For non attendees and SA, WA, Qld – Content of CS4SMB – How to sell Cloud solutions • WFBSS, HES, SSFB, Other Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 19
  20. 20. End User Prospecting for SelectedResellers – by Disti ITXitX Prospecting• Engagement of end users with 50-99 employees • Cloud Solutions event, SPA Promotions • Selling TM resellers as security advisors Projected Projected Activity Unqualified Qualified Covert to New Activity Cost Leads Leads ADS Wins Revenue Forecast ROI itX Leads Generation (focus on 50-99 Promotion Funnel $ itX Leads $ 1,144.00 12 13,728.00 3.1 Generation Cloud Solution for SB $ Funnel $ 4,375.00 1200 120 $ 500.00 30 15,000.00 3.4 $ $ 4,375.00 Classification 7/29/2011 $ 1,644.00 Copyright 2009 Trend Micro Inc. 20 28,728.00 7
  21. 21. Cloud Solution for SMB: H2 ProgramActivities July August September October NovemberTrend Micro 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4Public Relations xAnalyst Review xEvent Invite - eDM x x x xFollow-up RSVP - eDM x xChannel Newsletter x x x x xWebinar - reseller x x x x xChannel Advertising - Invite x xEvent x xPost event - eDM x xPost Event Promotion - eDM x x x xPost Event Benefits of Cloud Solution -eDM x x x x x xPost Event Benefits of Cloud Solution -Advertising x x x xWebsite & Microsite - pre event communication x x x xWebsite & Microsite - post event communication x x x x x x x x x x x x x xDistributorsEvent Invite - eDM x x x xNewsletter product launch - itx xQuote Banner - itx x x Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 21
  22. 22. End User Existing Reseller 2011 Plan New Reseller Trial Conversion 1Q 2Q 3Q 4Q IPA Industry AssociationsSmall Business PowerBuy – Horizontal Cloud Solutions for SMB Advertising 6 - 20 Promotion 25 -99 User H SB Focus Selling Cloud Solution for SMB New Welcome Letters New Reseller Recruit/ Revitalisation Program Web Trial Conversion Program Dell Trial Upsell Conversions Classification 11/30/10Copyright 2009 Trend Micro Inc. Copyright 2009 Trend Micro Inc. 2
  23. 23. Product Focus for ISR Engagement • Cloud Solution• Worry Free Suite • Safe Sync for Business, HES, WFBS Hosted• HES • Full Virtualisation /Gateway solutions• Safe Sync• DLP • Worry Free Suite – Incl WFBS Premium • DLP • Mobile Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 23
  24. 24. Traditional Reseller Promotion matrix forNew New Prospects Resellers Dormant New CIW Re vitalised 1 to 6 6 to 20 20 to 50 50 - 90 90 plus CUSTOMERS 50 -99 User 40% solutions 50 - 100 users WFBS Premium 25 - 50 users New reseller incentive Cloud Solution for Small Business 10 - 25 users Pgm (New Safe Sync for Business, HES, WFBSS/Hosted) 2- 10 users Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 24
  25. 25. Channel Support – Lunch’n’Learn,Webinars and Affinity Portal Revamp• Programs to increase Affinity Portal visits & login – Update the Affinity portal to increase “value add” for key resellers – Re-activation Program: Sending out the comms to existing Channel Partner (that sell to SB) to the encourage engagement – Linkage with Channel e-newsletter <->Affinity partner portal <-> LunchNLean/webex program• Improve Webinar series program – Improve Webinar program – Provide Portal archive of Webinar sessions (US, ANZ) .• Focused FAST LANE Content in Affinity Portal for SB Reseller Recruitment – Provide ease of use Portal Micro-site for new resellers – Backend Automation Process to update Siebel Database – Develop new resellers program for key engagements • Signup of program • Download NFR • Activation of NFR • First sale Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 25
  26. 26. Reseller Recruitment – Fast Lanehttp://apac.trendmicro.com/apac/in/fastlane/  Scalable, Easy to localize to different territories  Easy to download registration data  Video Streaming to advocate program benefits Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 26
  27. 27. Linked Activities to FocusActivities Focus Area #1 Focus Area #2 Focus Area #3 Reseller (PUSH) End User (PULL) Thought L’shipCloud Solution Event Ö Ö ÖVertical Industry Program (eg: IPA) Ö Ö ÖAnalyst & Public Relations (eg: by-line article, blogs, product Ö Ö Öreviews, analyst & media engagements)Corporate website update (eg: SB section) Ö Ö ÖPromotions - 25-99 offer Ö ÖISR Support (eg: sales script, info repository) Ö ÖCase Study Ö ÖPromotions - 10% off SSFB for install base ÖPromotions - $50 off event attendee ÖEnd User Communication (eg: microsite, eDM, events) ÖPromotions - $500 reseller rebate ÖRevamp Partner Recruitment Program ÖSB Leads Generation (eg: CNET, itX) Ö ÖReseller Enablement (eg: webinar, event calendar, eDM, Önewsletter, partner portal revamp, MDF investment)Marketing Support / Converting Dell OEM to S&P Sales ÖMarketing Support to Distribution (eg: MBO‟s, improve MDF Öinvestment) Classification 11/30/10Copyright 2009 Trend Micro Inc. Copyright 2009 Trend Micro Inc. 2
  28. 28. Dell SB Upsell Opportunities• Focus on Dell SMB S&P (Software & Peripheral) business team. – Exploit OEM , Call Centre Training – Awareness achieved in media buy in Dell Catalogues – Engage with Dell in interlocking with Dell‟s new global “Layered Security” strategy – Solutions Days with ANZ team• Incentive for Dell sales team to upsell – Training of Dell teams – Incentive program for Call Centre teams • ANZ and India• Potential Shared End user Event Series Q4 – Keynote Speaker at Cloud Solutions for SMB Copyright 2009 Trend Micro Inc.
  29. 29. A/NZ SB Marketing for H2- Summary• Reseller Positioning – Cloud security /. Clooud Solutions Thought Leadership& Event Series• Call Focus – Key resellers focus (Pareto Rule), Reseller trading focus /program – ISR training and support program (customer care, products, business) – Drive new new reseller engagement (eg Fast Track micro site, recruitment programme )• Marketing Focus – Reduce scattered prgm and focus on few significant strategies – Better quality channel engagement• Target market – Segmented Approach – 10- 50, 50+ users business – Focus on engageng in all product they need• End User Focus – Change attendance at industry events - >End user to our events – Cloud solutions & Cloud Security Classification 7/29/2011 Copyright 2009 Trend Micro Inc. 29
  30. 30. A/NZ MRC Channel Co-Marketing Portal Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 30
  31. 31. Global Safe SyncResellerengagementedm content Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 31
  32. 32. APAC Safe Syncpromotion toresellers Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 32
  33. 33. Reseller Portal Content for DG• Exploit EMEA campaign content - > ANZ MRC SMB Cloud Computing• linked to affinity portal – Safe Sync for business content https://campaigncentre.trendmicro.eu• Username: Graeme_wood@trendmicro.com.au• Password: Trend3564963 Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 33
  34. 34. Emea Edm for Reseller DG to End Users Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 34
  35. 35. Deliverableshttps://campaigncentre.trendmicro.eu/External/TrendMicroCoD/Assets/Insider%20Risks%20-%20Protect%20Your%20Business.pdf Classification 7/30/2011 Copyright 2009 Trend Micro Inc. 35

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