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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 marketing approach. - PowerPoint PPT Presentation
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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
3
Our marketing approach
Vendor
VAD
VAR
End User
Creative and Effective End User Demand Generation
4
Focus on your customers! (80/20 rule)
Marketing budget approach
5
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
10
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
