2012 Global Campaign #2 – Applications Campaign implementation guide

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2012 Global Campaign #2 – ApplicationsCampaign implementation guide

Brian MacDonald, WW Partner MarketingJuly, 2012


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HelpTranslationsCampaign OverviewCampaign Tactics – Core

Customer Journeys, Apps Touches and Offers

Content


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Generic guidelines, contacts & information for your campaign implementation

Help

Partner Central• Marketing Initiatives• HP Application Transformation Initiative• Marketing Insights

http://www.hp.com/software/partner

https://h20229.www2.hp.com/partner/protected/marketing/campaigns/index.html

https://h20229.www2.hp.com/partner/protected/bto/portfolio/initiatives/solutions/app_transformation.html



https://h20229.www2.hp.com/partner/protected/marketing/insights.html


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Global contacts: HP WW Executive Sponsor: Mike GallagherHP WW Global Campaign Owner: Brian MacDonaldHP WW Global Campaign Manager (EMEA/APJ): Stefan DanisovskyHP WW Global Campaign Manager (AMS): Denise Lowney

HP Regional contacts:AMS: Erin CrestaAPJ: Kenneth TanEMEA: Jill Hevey

Contacts

Zift Solutions Concierge Service contacts:AMS: Julie Pfouts EMEA: Christina ThurmannAPJ: Sarah Ferren

mailto:[email protected]?subject=FY12%20Global%20Apps%20Campaign%202



mailto:[email protected]














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TranslationsCampaign Syndication programs will be available in the following languages

AMS Region Languages

APJ Region Languages

EMEA Region Languages

English (US) Chinese (simplified)

Castilian Spanish

Portuguese (Brazil)

Japanese French (European)

Korean GermanItalianRussian


Campaign overviewBackgroundConceptMessaging


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Campaign backgroundInitiative supported:

2012 Global Campaign #2 - Applications

Target audience:

Primary target – IT Application Executives who are tasked with creating the strategies and people, process and IT infrastructure software solutions to enable applications to be delivered faster that meet the needs of the business and continue to operate, scale and deliver as access and usage grows via proliferation of mobile devices.

Titles: VP of Applications, CIO, PMO, Director of QA, VP of Operations

Secondary target – Practitioners focused on delivery of the executive-led strategy through the audit, recommendation, design, development and implementation of products and services.

Titles: PMO-Portfolio Manager, Project Manager/Scrum Master, QA Manager, Development Manager, QA Execution/Tester, Performance Engineer


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Initiative supported:2012 Global Campaign #2 - Applications

Objectives:Ultimately, the campaign should drive awareness and demand for HP Application Transformation solutions including software and services that help enterprises embrace, develop and take advantage of mobile and cloud platforms.

The drive to deliver new mobile and cloud based solutions while continuing to maintain support for existing applications will demand that IT departments re-evaluate and evolve their “business as usual” methods when it comes to application planning, development , testing and delivery. Success is enhanced when organizations couple the new approach with an enterprise-wide assessment to plan for their application modernization efforts.

The campaign will highlight HP’s best practices for businesses facing the need to adopt new technology (mobile) and faster solution delivery (cloud) in their application landscape, emphasizing how to assess, modernize and manage application portfolio.

Campaign background


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HP application transformation involves the following three core phases:

–Assess - analyze your portfolio and map it to tactical and strategic goals

–Project and Portfolio management–HP Systinet

–Modernize –transform using a portfolio of proven techniques–Application Lifecycle Management (HP ALM)–HP ALM on software-as-a-service–HP Unified Functional Testing with Perfecto Mobile

– Mobile performance testing with HP performance center or HP LoadRunner integrated with Shunra network emulation

–HP Service Virtualization–HP Fortify software security suite

– Manage - plan for the "production state" of the application, including security, reliability and performance to business and end user demands

–Application Performance Management (APM)

Campaign background


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Call to action:Executive:

White paper: “Get your apps in order for mobile and cloud business"White paper: “Applications rationalization for enterprise agility”Additional value add white paper: “Five mobile application challenges for IT"On Demand Web event: “Accelerating innovation through application lifecycle management”

Practitioner:White paper: “Seven best practices for business-ready applications"White paper: “Shorten release cycles with HP application lifecycle management”Additional value add white paper : “Survival guide for testing modern applications”On Demand Web event: “Perform better in a hybrid cloud world”

Campaign background


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Campaign conceptValue proposition: A flexible, modern environment supporting IT and the business working together to assess, plan, define, develop, test and deploy mobile and cloud based applications that address the immediate business needs while enabling on-going innovation throughout the enterprise.

Customer insight/rationale: There is no hiding from the increasing demand to migrate and re-architect applications to mobile devices and the cloud. IT departments don’t have enough resources to effectively address modernization. Yet the pace of business demand and complexity of new technology are reaching levels never seen before. IT cannot risk delaying modernization while slowly planning a massive transformation. They need to get ahead of this technology transition now.

Masthead:

Imagery:Two images were used for alternatively between both executive and practitioner touches to provide a sense of variability between the touches

Exec Touch1 WP1: Shift 70% of your IT spend to innovation.

Pract Touch1 WP1: Reduce post-production issues by 80%

Exec Touch2 WP2: End app sprawl to drive customer satisfaction.

Prac Touch2 WP2: Collaborate to deliver apps 50% faster.

Exec Touch3 Web: Cut time to market by 50%. Prac Touch3 Web: Accelerate cloud development.


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Message mapSW Message Always Perform BetterCampaign Message Doing infinitely more with less.Campaign Headline Measure IT performance across 170 indicators.

Customer Benefits

HP’s application transformation customers have maximized enterprise value and reduced maintenance costs by up to 40%. They also achieved increased visibility, greater control, more agile change enablement, more reliable performance and greatly reduced risk.

Specific proof points:• A financial services organization reduced their operating costs by 67% using HP’s

Application Assessments and modernization solutions. • A major airline reduced post-production application failures by 80%, accelerated testing

cycles by 40%and cut testing costs by 73%.• A top financial firm reduced testing costs by 20%and improved application performance

by a factor of 10.


Campaign tacticsCore


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Customer journey – Existing contacts Awarenes

sConsideration

Email touch 2- Download white paper:“Applications rationalization for enterprise agility”

Email touch 3 On-demand web event: “Accelerating innovation through application lifecycle management”

Qualification

Email touch 1- Download white paper:“Get your apps in order for mobile and cloud business”

Executives

Practitioners

Load

par

tner

lis

t

Campaign Syndication

Program Flow

Email touch 2- Download white paper:“Shorten release cycles with HP application lifecycle management”

Email touch 3 On-demand web event: “Perform better in a hybrid cloud world”

Email touch 1- Download white paper:“Seven best practices for business-ready applications”Lo

ad p

artn

er

list

Send personal email and/or follow-up with phone call (email template and call guide available)


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Customer journey – New contactsAwareness

Consideration

Email touch 2- Download white paper:“Applications rationalization for enterprise agility”

Email touch 3 On-demand web event: “Accelerating innovation through application lifecycle management”

Qualification

Email touch 1- Download white paper:“Get your apps in order for mobile and cloud business”

Executives

Practitioners

Add

partn

er li

st

Campaign Syndication

Program Flow

Email touch 2- Download white paper:“Shorten release cycles with HP application lifecycle management”

Email touch 3 On-demand web event: “Perform better in a hybrid cloud world”

Email touch 1- Download white paper:“Seven best practices for business-ready applications”

Add

partn

er li

st

Send personal email and/or follow-up with phone call (email template and call guide available)

On-line ador

purchase list

On-line ador

purchase list

Note: Additional fees may apply for Google Ads or list purchases


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Apps touches and offers Web event White papers

Touch

Exec touch #1, edm LP 1: Get your apps WP

Exec touch #2, edm LP 2: Applications rationalization WP

Exec touch #3, edm On demand: Accelerating innovation series

Exec web thank you, edm

Exec sales 1:1 LP 1: Get your apps WP

Pract touch #1, edm LP 1: Seven best practices WP

Pract touch #2, edm LP 2: Shorten release cycles WP

Pract touch #3, edm On demand: Perform better in a hybrid cloud world series

Pract web thank you, edm Pract sales 1:1 LP 1: seven Best

practices WP


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Email eDM EXEC WP Touch 1• Subject line:

• HP: Mobility, Cloud drive app transformation now• Offer:

• "Get your apps in order for mobile and cloud business"

Email eDM EXEC WP Touch 2• Subject line:

• HP takes aim at application sprawl • Offer:

• "Applications rationalization for enterprise agility”• "Five mobile application challenges for IT"

Email - Executives


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Email eDM EXEC On-Demand WEB Touch 3• Subject line:

• Learn how HP can help you accelerate innovation• Offer:

• “Accelerating innovation through application lifecycle management” webinar series:

• Funding Innovation Through Application Portfolio Management• Transforming Application Development: Bringing Development and

Testing Closer Together Through Application Lifecycle Intelligence• Transforming Application Development Through Service

Virtualization• Is Testing Slowing Your Business Down?

Email - Executives

Email eDM EXEC On-Demand WEB Confirmation • Subject line:

• Your HP web event • Offer:

• “Accelerating innovation through application lifecycle management” webinar series


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Email eDM EXEC WP Sales 1:1• Subject line:

• HP drives app transformation for cloud, mobile • Offer:

• "Get your apps in order for mobile and cloud business"

Email - Executives


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Email eDM PRAC WP Touch 1• Subject line:

• HP offers seven best practices for better apps• Offer:

• “Seven best practices for business-ready applications"

Email - Practitioners

Email eDM PRAC WP Touch 2• Subject line:

• Deliver faster with HP software • Offer:

• "Shorten release cycles with HP application lifecycle management”• “Survival guide for testing modern applications”


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Email - PractitionersEmail eDM PRAC On-Demand WEB Touch 3• Subject line:

• HP demystifies cloud applications• Offer:

• “Perform better in a hybrid cloud world” webinar series:• Application Lifecycle Management• Project Execution• Mastering Composite Applications• Mobile Applications and Security

Email eDM PRAC On-Demand WEB Confirmation• Subject line:

• Your HP web event• Offer:

• “Perform better in a hybrid cloud world” webinar series


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Email eDM PRAC WP Sales 1:1• Subject line:

• HP offers seven best practices for building apps• Offer:

• “Seven best practices for business-ready applications"

Email - Practitioners


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Landing page experience – white paper

Email

• Practitioner LP WP touch 1 • Practitioner LP WP touch 2


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Landing page experience – web event

• Executive LP WEB touch 3 • Practitioner LP WEB touch 3 • LP WEB touch 3 Email confirmation

Email


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Call guideCall guide:


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Campaign Syndication ExecutionThis campaign is available as a Full Service program or Self-service program. For Full Service please contact Zift Solutions Concierge Service. (see slide 4)

For self service please following the following steps:1. Login into HP Campaign Syndication at

www.zift123.com 2. Select Activate Campaign from the Dashboard3. Select 2012 Global Campaign 2 – Applications 4. Select the Executive Email program or

Practitioner Email program or both5. Select your Recipient (contact) list6. Activate the program

http://www.zift123.com/


End

Documents

2012 Global Campaign #2 – Applications Campaign implementation guide