Belux Marketing 2013

• 3 months marketing plans– Recurring activities:

• Monthly eDM towards endusers + Channel (25.000 contacts)

• Monthly Partner Newsletter (7000 contacts)• Social Media (Twitter, Linkedin, FB)

Marketing Approach Belux

Our goal =

Do more business

End Userlead generation

Reseller recruitement +

Training & certification of

existing resellers

Our marketing approach

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Our marketing approach

Vendor

VAD

VAR

End User

Creative and Effective End User Demand Generation

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Focus on your customers! (80/20 rule)

Marketing budget approach

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Marketing budget approach

Focus on your budget!

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Marketing budget approach

Focus on your budget!

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4 types of marketing:– Customer Development

• Active Resellers

• Focus Resellers

– Market Development• Prospect Resellers (reseller recruitement)

• End users (leadgeneration)

– Product Marketing

– Corporate MarCom

Our marketing approach

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Active Resellers– eDM campaigns– Community events:

• Marketing-meets-Marketing• Sales-meet-Sales• Technical-meets-Technical

– Solution workshops (Security, Networking, …)– Certification days (on vendor level)– DRIVE Reward Programm

Focus Resellers (top 40)– Same as Active resellers + :

• personal approach via channel manager

• Invited for special events/incentives

• Invited on VIP events

Customer development

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Reseller recruitement– eDM campaigns

– Roadshows

– Solution workshops

– Vendor events

– 3rd party events (LANnews, Business-meets-it, TMAB, …)

End user leadgeneration (directly)– eDM campaigns

– Telemarketing

– Seminars & workshops

– Proof of Concept

– 3rd party events

Market development

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Joint-marketing with resellers– Co-branded eDM campaigns

– Telemarketing:• we book the agency and do the briefing

• reseller provides the dbase and does the follow-up

– Seminars, workshops and events• Seminar-in-a-box can be offered

• if reseller organizes everything, we can provide:– Materials for the inviation

– Speaker

– Collateral, gadgets, …

– Incentives/VIP events• Customized/relational events can be set up in agreement with the reseller and for a

limited number of selected customers

Market development

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Marketing on product/vendor level:

– Incentive programs (DRIVE Reward Programm)– Promotions– Product mailings– Vendor/product websites– Proof of concept– Product seminars & workshops– webinars

Product marketing

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Corporate MarCom

Communication tools:– Monthly e-newsletter– Monthly pricelist newsletter– Monthly training newsletter– Monthly eDM’s– Corporate Website (+ solution sites)– Social Media (LinkedIn, FaceBook, Twitter, …)– Collateral (solutions guide, product guide, …)– PR

Events:– Partner event / Solutions day– CEO Roundtable– Get-together (sales-meet-sales, technical-meets-technical)– 3rd party events/fairs/exhibitions

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Partner Newsletter:

- Monthly- 7000 channel contacts Belux- Promotions, campaigns, training,

events

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Security & Networking Newsletter:

- Monthly- 7000 channel contacts Belux- 12000 enduser contacts Belux- Product news, whitepapers, trial

downloads, training, events

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Belux Marketing 2013

Upcoming events (April-May-June)• 10 lunch & learn sessions (Fortinet, Proofpoint,

Aerohive, Nutanix)

• MEE seminar

• Callout (as follow up of activities)

• 6 Joint-seminars with resellers

Belux Marketing 2013

Best activity realised in the past months:• InfoSecurity & Storage Expo:

• 429 pre-registrations (best result of all exhibitors)• VIP drink on booth days: 150 guests• 74 meetings scheduled for our vendors• Total of +/- 450 people visited our booth

Belux Marketing 2013

Biggest challenge faced• A lot of activities:

– Preparations for InfoSecurity & Storage Expo– Ongoing corporate marketing– Workshops, seminars– Joint marketing with resellers– Arbor campaign– Business & Channel development for Nutanix– …

• But not a lot of time …• So some activities are not yet launched (e.g. DRIVE)

Belux Marketing 2013

Biggest challenge faced• A lot of activities:

– Preparations for InfoSecurity & Storage Expo– Ongoing corporate marketing– Workshops, seminars– Joint marketing with resellers– Arbor campaign– Business & Channel development for Nutanix– …

• But not a lot of time …

= some activities are not yet launched (e.g. DRIVE)

Belux Marketing 2013

Arbor Networks Campaign– 4 eDM’s– Each eDM towards +/- 6000 contacts– Average (unique) open rate of 19%– Average (unique) click-through rate of 1,3%– 23 Leads:

• 7 DDoS Surveys• 10 Whitepaper downloads• 6 appointments