2012 Global Campaign #2 – Operations Campaign implementation g uide

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

2012 Global Campaign #2 – OperationsCampaign implementation guide

Brian MacDonald, WW Partner MarketingJuly, 2012


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HelpTranslationsCampaign OverviewCampaign Tactics – Core

Customer Journeys, Ops Touches and Offers

Content


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Generic guidelines, contacts & information for your campaign implementation

Help

Partner Central• Marketing Initiatives• HP Converged Cloud 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/marketing/campaigns/cloud-marketing.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 - Operations

Target audience: Cloud & DCA-focused messages will target executive and practitioners

Primary target - Executives focused on finding solutions to support the strategic approach and delivery of continuous understanding of the impact of business needs on IT Services and infrastructure. Titles: VP of Operations, VP of Applications, and Chief Information Security Officer (CISO)

Secondary target – Influencers to executives and Practitioners that are focused on delivery of the executive-led strategy through the audit, recommendation, implementation of products and services. Titles: Director of Systems, Director of Operations, Director of Distributed Systems, VP of Engineering (Database and Middleware) and their organizational peers


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Initiative supported:2012 Global Campaign #2 - Operations

Objectives:The campaign should drive awareness and demand for HP’s Datacenter Automation (DCA) and Cloud Service Automation (CSA) solutions – positioning HP Software as a leader when it comes to the cloud (because of HP’s automation, and Converged Infrastructure)Ultimately, we want the market to associate automating for the cloud with HP. Tactically, the campaign is expected to increase the pipeline and expedite conversion for DCA/CSA software and services.

Campaign background


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Product components:– Cloud Service Automation (CSA) – the industry’s most extensible cloud

management solution offering application and infrastructure provisioning for private cloud, public cloud, and hybrid IT service

– Datacenter Automation - enables IT to deliver services with high quality, compliance and by automating repetitive tasks associated with managing servers, network, storage, databases and application servers.

– Cloud consulting and datacenter automation services – consulting and education services for managing public, private and hybrid cloud environments. Also includes accelerated data center automation deployment such as Quickpacks for Business Service Automation and CSA, which are pre-configured packages to accelerate the deployment for Server Automation, Operations Orchestration and CSA

Campaign background


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Call To Action:Executive:

IDC white paper: “Five steps to successful integrated cloud management”White paper: “Increasing agility and reducing costs for private and hybrid cloud computing” Additional value add white paper: “Move beyond IASS with HP CloudSystem enterprise” Web event: “Acceleration innovation through data center transformation”

Practitioner:White paper: “Top 10 reasons to automate your IT processes”White paper: “Four steps to better application management and deployment”Web event: “Automating your hybrid cloud world”

Campaign background


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Campaign conceptValue proposition: A complete, extensible platform for managing cloud services so you can deliver services faster, reduce costs, monitor the availability and allocation of resources, increase agility, and enable higher levels of quality and security.

Customer insight/rationale: Enterprises are rapidly moving to the cloud to enable agility and control costs. IT leaders are looking to cloud and automation technologies to enable an IT infrastructure that can quickly deliver services, all without the costly infrastructure build-out. Industry-leading firms have found that switching from time-intensive, manual processes allows IT to better optimize resources and deliver value to the business. By eliminating complexities and resource constraints enterprises gain increased agility and can quickly react to changing market dynamics to capture new sources of revenue.

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: Automation is step #1 to the cloud.

PracTouch1 WP1: Eliminate 70% of help desk alerts.

Exec Touch2 WP2: Deploy applications 80% faster. Prac Touch2 WP2: Deploy application servers 99% faster.

Exec Touch3 Web: Deploy apps in cloud radically faster.

Prac Touch3 Web: Automation drives cloud-ready data center.


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Message mapSW Message Always Perform BetterCampaign Message Regain control and accelerate delivery.Campaign Headline Measure IT Performance Across 170 Indicators.

Customer Benefits

Increase Agility:• Accelerate provisioning of applications and infrastructure from months to minutes• Adopt emerging/evolving technologies (e.g., mobility) to gain a competitive advantage• Avoid vendor lock-in as CSA allows you to leverage best of breed software/hardware• Deploy and manage a cloud environment while still being able to maintain existing

infrastructure and applicationsReduce Costs & Resources:• Increase in number of servers or databases managed by admins • Reduce capital expenses by increasing server utilization by up to 80%• Reduce up to 75 % time spent on audits and complianceImprove Quality:• Reduce outages and security incidents by up to 70%• Decrease in mean-time-to-repair


Campaign tacticsCore


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Customer journey – Existing contacts Awarenes

sConsideration

Email touch 2- Download white paper:“Increasing agility and reducing costs for private and hybrid cloud computing”

Email touch 3 On-demand web event: “Acceleration innovation through data center transformation”

Qualification

Email touch 1- Download white paper:“Five steps to successful integrated cloud management”

Executives

Practitioners

Load

par

tner

lis

t

Campaign Syndication

Program Flow

Email touch 2- Download white paper:“Four steps to better application management and deployment”

Email touch 3 On-demand web event: “Automating your hybrid cloud world”

Email touch 1- Download white paper:“Top 10 reasons to automate your IT processes”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:“Increasing agility and reducing costs for private and hybrid cloud computing”

Email touch 3 On-demand web event: “Acceleration innovation through data center transformation”

Qualification

Email touch 1- Download white paper:“Five steps to successful integrated cloud management”

Executives

Practitioners

Add

partn

er li

st

Campaign Syndication

Program Flow

Email touch 2- Download white paper:“Four steps to better application management and deployment”

Email touch 3 On-demand web event: “Automating your hybrid cloud world”

Email touch 1- Download white paper:“Top 10 reasons to automate your IT processes”

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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Ops touches and offers Web event White papers

Touch Exec touch #1, edm LP 1: Five steps WP

Exec touch #2, edm LP 2: Increasing agility WP

Exec touch #3, edmLP 3:

On demand: Acceleration innovation series

Exec web thank you, edm

Exec sales 1:1 LP 1: Five steps WP

Pract touch #1, edm LP 1: Top ten WP

Pract touch #2, edm LP 2: Four steps WP

Pract touch #3, edmLP3:

On demand: Automating your hybrid cloud world series

Pract web thank you, edm

Pract sales 1:1 LP 1: Top ten WP


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Email eDM EXEC WP Touch 1• Subject Line:

• HP Automation accelerates cloud-app delivery• Offer:

• “Five steps to successful integrated cloud management”

Email eDM EXEC WP Touch 2• Subject Line:

• HP can help your teams deliver faster• Offers:

• “Increasing agility and reducing costs for private and hybrid cloud computing”• “Move beyond IASS with HP Cloudsystem Enterprise”

Email


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

• HP can accelerate cloud delivery • Offer:

• “Acceleration innovation through data center transformation” webinar series

• Using Automation to Accelerate Service Delivery• Enterprise Management Associates (EMA)—Challenges and

Opportunities in the Cloud• Enterprise Management Associates (EMA)—Business Intelligence

for the Business of IT• How to Successfully Transform Your Data Center

Email


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

• Your HP web event • Offer:

• “Acceleration innovation through data center transformation” webinar series

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

• Learn the five steps to successful cloud management• Offer:

• “Five steps to successful integrated cloud management”

Email


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Email eDM PRAC WP Touch 1• Subject Line:

• See how IT automation helps you do more with less • Offer:

• “Top 10 reasons to automate your IT processes”

Email

Email eDM PRAC WP Touch 2• Subject Line:

• HP improves app and database deployment • Offer:

• “Four steps to better application management and deployment”


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EmailEmail eDM PRAC On-Demand WEB Touch 3• Subject Line:

• HP offers tips for moving to the cloud• Offer:

• “Automating your hybrid cloud world” webinar series• Application Performance Management• Managing Mobile Applications• Efficient, Automated, and Secure Network Operations• IT as a Service Provider• Cloud Service Automation


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

• HP automation drives IT efficiency • Offer:

• “Top 10 reasons to automate your IT processes”

EmailEmail eDM PRAC On-Demand WEB Confirmation • Subject Line:

• Your HP web event • Offer:

• “Automating your hybrid cloud world” webinar series


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Landing page experience – white paper

Print ad,banners,Email,Etc.

• Executive LP WP Touch 1 • Executive LP WP Touch 2


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Landing page experience – white paper


• 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


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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 – Operations 4. Select the Executive Email program or

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

http://www.zift123.com/


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Documents

2012 Global Campaign #2 – Operations Campaign implementation g uide