Upload
graeme-wood
View
1.247
Download
2
Tags:
Embed Size (px)
Citation preview
Copyright 2009 Trend Micro Inc.Classification 7/29/2011 1
A/NZ Cloud Solutions for SMBH2 Campaign (incl Executive Breakfast)
Copyright 2009 Trend Micro Inc. 19Copyright 2009 Trend Micro Inc.Classification 11/30/10 19
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.
Copyright 2009 Trend Micro Inc.
Why is Cloud Solutions important?
Classification 7/29/2011 3
Copyright 2009 Trend Micro Inc.
2H Campaign Focus:Cloud Solutions for SMB
Partner Experience
Events
Joint Marketing
Corporate SB page
Partner Portal
Marcomm & merchandise
End User Experience
Events
AR/PR deliverables
Corporate SB page
Add a focus on customer references
Marcomm & merchandise
Thought L‟ship Experience
Increase AR/PR
exposure
Bi-line articles
Media engagement
SB blog presence
Topical news commentary
Cloud Solution Themes
must be
present and echoed
on all external
communication
touch points.
Copyright 2009 Trend Micro Inc.
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 5
Copyright 2009 Trend Micro Inc.
Cloud Solution for SMB H2 Engagement Plan
Classification 7/29/2011 6
PR & AR
in market
Speaker
Content
PR & AR
Interviews
Press
Post Event
Event Launch
Mid Aug
GA SSFB
Mid Jul
Post
EventEarly
Jul
Reseller Activities
-Webinars,
- eDM invites
-Follow-up RSVP
-Pre-event advertising
- Channel Newsletter
End User Activities
- eDM invite
- Follow-up RSVP
-Website/Microsite
Advertising
Reseller Activities
- Post event eDM
-Benefit of Cloud Solution
eDM & advertising
- Portal tools for reseller
-Channel Newsletter
- Website/Microsite
- Webinars
- Promotion follow-up
End User Activities
- Post event eDM
-Benefit of Cloud Solution
eDM
- Website/Microsite
- Promotion follow-up
Copyright 2009 Trend Micro Inc.
Cloud Solutionsfor SMB
Have you heard the news?
Attend our event and find out how you can utilise
Trend Micro Cloud solutions designed for SMB to
help cost effectively share and collaborate your
data in a secure cloud.
Register
Todayto attend an cloud solutions event near you
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.
Engagement Model for Reseller/End Users
Classification 7/29/2011 8
Target Audience Australia (Sydney/Melbourne) New Zealand (Auckland)
Current End User Customers Navision - 7389 Navision - 328
Expired Customers Navision - 4539 Navision - 330
ZDNet - 4200 ZDNet - 800
Prospects Direct Marketing - 600 Direct Marketing - 600
Affinity Partner - 2446 Affinity Partner - 753
Current Resellers
ARN - 11,000 + cir Reseller news - 3000+ cir
Prospective Resellers
Copyright 2009 Trend Micro Inc.
End User Prospecting Lead Generation
CNET 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 9
Copyright 2009 Trend Micro Inc.
Invitations: Reseller Versionand End User Customer /Prospect Version
Classification 7/30/2011 10
http://onlinerego.com/TrendMicro/2011/SME/Reseller/Trend_SME_resellerDM_03.htmhttp://onlinerego.com/TrendMicro/2011/SME/End_User/Trend_SME_Enduser_v4eDM.htm
Copyright 2009 Trend Micro Inc.
Trend Micro e-Newsletter to resellers
Classification 7/30/2011 11
Copyright 2009 Trend Micro Inc.
Invitation RegistrationPages
Classification 7/29/2011 12
http://swsonline.com.au/tre
ndmicro/smecloudsolution/
about/
Copyright 2009 Trend Micro Inc.
Agenda of Events – End User/Reseller
Classification 7/29/2011 13
Copyright 2009 Trend Micro Inc.
Key Note Speaker - Graeme Philipson
• Graeme Philipson, Research DirectorGraeme 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 company's 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 SPG's research arm across Asia Pacific before its acquisition by Gartner, when he became Gartner's 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 14
Copyright 2009 Trend Micro Inc.
Event Signage Draft Options
Classification 7/30/2011 15
Copyright 2009 Trend Micro Inc.
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 16
Copyright 2009 Trend Micro Inc.
Thought Leadership Repositoning for SMB
• Revamping content from Web SB Overview page to focus on cloud solutions instead of being product centric
Classification 7/29/2011 17
As requested:
http://us.trendmicro.com/us/trendwatch/cloud/consumer/index.html
Copyright 2009 Trend Micro Inc.
Post Event Landing Page for Attendees and Non Attendees
Classification 7/29/2011 18
End User Resellers
Copyright 2009 Trend Micro Inc.
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 19
Copyright 2009 Trend Micro Inc.
End User Prospecting for Selected Resellers – by Disti ITX
Classification 7/29/2011 20
itX Prospecting
• Engagement of end users with 50-99 employees
• Cloud Solutions event, SPA Promotions
• Selling TM resellers as security advisors
ActivityActivity Cost
Unqualified Leads
Projected Qualified Leads ADS
Covert to Wins
Projected New Revenue Forecast ROI
itX Leads Generation (focus on 50-99 Promotion Funnel
$ 4,375.00 1200 120
$ 1,144.00 12$ 13,728.00 3.1 itX Leads
Generation Cloud Solution for SB Funnel $ 500.00 30
$ 15,000.00 3.4
$ 4,375.00 $ 1,644.00 $ 28,728.00 7
Copyright 2009 Trend Micro Inc.
Cloud Solution for SMB: H2 Program
Classification 7/29/2011 21
Activities July August September October November
Trend Micro 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Public Relations x
Analyst Review x
Event Invite - eDM x x x x
Follow-up RSVP - eDM x x
Channel Newsletter x x x x x
Webinar - reseller x x x x x
Channel Advertising - Invite x x
Event x x
Post event - eDM x x
Post Event Promotion - eDM x x x x
Post Event Benefits of Cloud Solution -eDM x x x x x x
Post Event Benefits of Cloud Solution -Advertising x x x x
Website & Microsite - pre event communication x x x x
Website & Microsite - post event communication x x x x x x x x x x x x x x
Distributors
Event Invite - eDM x x x x
Newsletter product launch - itx x
Quote Banner - itx x x
Copyright 2009 Trend Micro Inc. 2Copyright 2009 Trend Micro Inc.Classification 11/30/10
2011 Plan
2
Sm
all
Bu
sin
es
s
1Q
New Reseller
End User Existing Reseller
Trial Conversion
2Q 3Q 4Q
IPA Industry Associations
25 -99 User H SB Focus
PowerBuy – Horizontal
Advertising
Web Trial Conversion Program
6 - 20 Promotion
Dell Trial Upsell Conversions
New Welcome Letters
New Reseller Recruit/ Revitalisation Program
Selling Cloud Solution for SMB
Cloud Solutions for SMB
Copyright 2009 Trend Micro Inc.
Product Focus for ISR Engagement
• Worry Free Suite
• HES
• Safe Sync
• DLP
• Cloud Solution
• Safe Sync for Business, HES, WFBS Hosted
• Full Virtualisation /Gateway solutions
• Worry Free Suite
– Incl WFBS Premium
• DLP
• Mobile
Classification 7/29/2011 23
Copyright 2009 Trend Micro Inc.
Traditional Reseller Promotion matrix forNew New Prospects
Classification 7/29/2011 24
Resellers
Dormant New CIW Re vitalised 1 to 6 6 to 20 20 to 50 50 - 90 90 plus
CUSTOMERS
50 - 100 users
25 - 50 users
10 - 25 users
2- 10 users
50 -99 User 40% solutions
New reseller
incentive
Pgm
WFBS Premium
Cloud Solution for Small Business
(New Safe Sync for Business,
HES, WFBSS/Hosted)
Copyright 2009 Trend Micro Inc.
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 25
Copyright 2009 Trend Micro Inc.
Reseller Recruitment – Fast Lane
Classification 7/29/2011 26
http://apac.trendmicro.com/apac/in/fastlane/
Scalable, Easy to localize
to different territories
Easy to download
registration data
Video Streaming to
advocate program benefits
Copyright 2009 Trend Micro Inc. 2Copyright 2009 Trend Micro Inc.Classification 11/30/10
Linked Activities to Focus
2
Focus Area #1 Focus Area #2 Focus Area #3
Reseller (PUSH) End User (PULL) Thought L’ship Cloud Solution Event Ö Ö Ö
Vertical Industry Program (eg: IPA) Ö Ö Ö
Analyst & Public Relations (eg: by-line article, blogs, product
reviews, analyst & media engagements)
Ö Ö Ö
Corporate website update (eg: SB section) Ö Ö Ö
Promotions - 25-99 offer Ö Ö
ISR Support (eg: sales script, info repository) Ö Ö
Case Study Ö Ö
Promotions - 10% off SSFB for install base Ö
Promotions - $50 off event attendee Ö
End User Communication (eg: microsite, eDM, events) Ö
Promotions - $500 reseller rebate Ö
Revamp Partner Recruitment Program Ö
SB Leads Generation (eg: CNET, itX) Ö Ö
Reseller Enablement (eg: webinar, event calendar, eDM,
newsletter, partner portal revamp, MDF investment)
Ö
Marketing Support / Converting Dell OEM to S&P Sales Ö
Marketing Support to Distribution (eg: MBO‟s, improve MDF
investment)
Ö
Activities
Copyright 2009 Trend Micro Inc.
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.
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 29
Copyright 2009 Trend Micro Inc.
A/NZ MRC Channel Co-Marketing Portal
Classification 7/30/2011 30
Copyright 2009 Trend Micro Inc.
Global Safe Sync Reseller engagement edm content
Classification 7/30/2011 31
Copyright 2009 Trend Micro Inc.
APAC Safe Sync promotion to resellers
Classification 7/30/2011 32
Copyright 2009 Trend Micro Inc.
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: [email protected]
• Password: Trend3564963
Classification 7/30/2011 33
Copyright 2009 Trend Micro Inc.
Emea Edm for Reseller DG to End Users
Classification 7/30/2011 34
Copyright 2009 Trend Micro Inc.
Deliverableshttps://campaigncentre.trendmicro.eu/External/TrendMicroCoD/Assets/Insider%20Risks%20-%20Protect%20Your%20Business.pdf
Classification 7/30/2011 35