Sharpen Your Marketing with Partner Edge - VMwarepartnerdemandcenter.vmware.com/content/dam/digitalmarketing/vmw… · 2020 for Network Virtualization (1) 14% Growth in Data Center

Sharpen Your Marketing with Partner Edge

2© 2017 VMware Inc. All rights reserved.

01 Partnering with VMware

02 Buyer’s Landscape

03 What Is Partner Edge?

04 Partner Edge Packages

05 Appendix – VMware Partner Manager Info

Agenda

Partnering with VMware


Why Partner with VMware for Selling?

59%CAGR Through 2019 for Storage Virtualization (2)

54%CAGR Through 2020 for Network Virtualization (1)

14%Growth in Data Center Automation Software Market Share (4)

25%Growth in Cloud Systems Management Software Market Shares (3)

Sources1. IDC SDN Market to Gain Enterprise Headway, Driven by 3rd Platform and Cloud, November 20152. IDC Hyperconverged Systems 2015-2019 Forecast, February 20163. IDC: Worldwide Cloud Systems Management Software Market Shares, 2015: Year of Continued Expansion, June 20164. IDC: Worldwide Datacenter Automation Software Market Shares, 2015: Year of Suite Success, June 2016

Our markets are growing… …while our market share gets bigger


Recognized as a leader by Gartner in 2 Gartner Magic Quadrants:• X86 Server Virtualization Infrastructure1

• Enterprise Mobility Management Suites2

Recognized as a leader by Forrester in 5Forrester Waves:• Hybrid Cloud Management Solutions3

• Private Cloud Software Suites4

• Enterprise Mobile Management5

• Server-Hosted Desktops (VDI)6

• Enterprise File Sync and Share Platforms7

Ranked #1 for2015 market share by IDC in these technologies:• Data Center Automation Management8

• Cloud Systems Management9

• Enterprise Mobility Management (for VMware AirWatch)10

• Virtual Machine and Cloud System Software11

The Industry Recognizes VMware’s Technology Leadership

1. Gartner, Thomas J. Bittman, Philip Dawson, Michael Warrilow, “Magic Quadrant for x86 Server Virtualization Infrastructure,” August 3, 20162. Gartner, Rob Smith, et al, “Magic Quadrant for Enterprise Mobility Management Suites,” June 8, 20163. Forrester, Dave Bartoletti, “The Forrester Wave™: Hybrid Cloud Management Solutions, Q1 2016,” January 8, 20164. Forrester, Lauren E. Nelson, “The Forrester Wave™: Private Cloud Software Suites, Q1 2016,” January 19, 20165. Forrester, Christian Kane, “The Forrester Wave™: Enterprise Mobile Management, Q4 2015,” December 4, 20156. Forrester, David K. Johnson, “The Forrester Wave™: Server-Hosted Virtual Desktops (VDI), Q3 2015,” September 18, 20157. Forrester, Cheryl McKinnon, “The Forrester Wave™: Enterprise File Sync And Share Platforms, Hybrid Solutions, Q2 2016,” April 26, 20168. IDC, Mary Johnston Turner, “Worldwide Datacenter Automation Software Market Shares, 2015: Year of Suite Success,” Doc #US40425216, June 20169. IDC, Mary Johnston Turner, “Worldwide Cloud Systems Management Software Market Shares, 2015: Year of Continued Expansion,” Doc #US41374317, June 201610.IDC, Phil Hochmuth, “Worldwide Enterprise Mobility Management Software Market Shares, 2015: Consolidation of Vendors and Market Share Changes the Landscape,” Doc #US40430516, May 201611.IDC, Gary Chen, “Worldwide Virtual Machine and Cloud System Software Market Shares, 2015: Hypervisor Commoditization,” Doc #US41375117, July 2016

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Company Net Promoter ScoreIBM software other than SPSS 61HPE outsourcing 56IBM SPSS 55VMware 54Oracle outsourcing 50Intel Corporation 47Microsoft servers 46HPE IT services 46Google 45IBM outsourcing 45

of 62 Technology Brands

in Net Promoter Scores

Source: Temkin August 2016 survey to 800 IT decision makers of North American companies with at least $250 million annual revenue

4th

Real Results for Partners: An Example

Leading Global Reseller of IT Solutions

Increase in VMware license

and services bookings

Margin on professional and

consulting services

Attached partner

products and services

41%Up to 45% 6X

Source: Data based on actual interview with a large U.S.-based VMware global enterprise and commercial reseller.

© 2017 VMware Inc. All rights reserved. 6

Buyer’s Landscape


The Changing Buying Process

Sources: Sirius Decisions

Education Phase Solution Phase Vendor Selection Phase

Loosening of the Status Quo

Committing to Change

Exploring Possible Solutions

Committing to a Solution

Justifying the Decision

Making the Selection

1 2 3 4 5 6

Today, buyers start their buying process online.


Primary Information Sources

71%+ buyers conduct research an additional 2-3 times before reaching out to vendors.

Sources: Salesforce Pardot

Where do you typically start your research for a future business purchase?

Google 71.67%

Bing 2.76%

Yahoo 5.53%

Social Networks 2.01%LinkedIn 2.51%

Personal Networks 15.58%


The Changing Buyer’s JourneyThe Buyer's Journey Is Rapidly Changing

Sources: CSO Insights, SiriusDecisions, Marketing Sherpa

76%

67%

57%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The majority of the buying process is complete before a sales rep is engaged

B2B buyers prefer to receive content unique to their buying stage

Buyers source the majority of their information online (where

historically they got it from sales)


Solving Top Marketing Challenges

Source: Hubspot, from The 2017 State of Inbound Report

0% 10% 20% 30% 40% 50% 60% 70%

Finding an executive sponsor

Hiring top talent

Training our team

Targeting content for an international audience

Identifying the right technologies for our needs

Managing our website

Securing enough budget

Proving the ROI of our marketing activities

Generating traffic and leads

Top Marketing Challengesbased on a survey of 6,399 participants from 141 companies, almost half from companies with less than $1M in revenue

VMware Partner EdgeSharpen You Marketing with Partner Edge

Marketing Packages for Partners: Evolution

Integrated Campaigns

2015-2016

Content, Programs,Integrated

Campaigns

H1 2017

VMware Partner Edge

H2 2017

• One umbrella offering• Full suite covering Content,

Programs, Integrated Campaigns with analytics and lead management

• Flexibility for partners to execute on PDC or on your own platform


• Integrated campaign• One-size fits all• Some customization• Lower utility

• Robust marketing packages• Broader set of offerings

aligned to partner needs• More customization• Aligned w/ VMware direct

campaigns

EngageProspects Close More

Deals

Drive Quality Leads

VMware Partner Edge

VMware Partner Edge offers our partners, best-in-class marketing packages including content, programs, and integrated campaigns with analytics and lead management toolsets.

Partners can:• Stay relevant with updated content• Leverage VMware and Partner-tested

marketing packages to drive new opportunities• Run campaigns on our platform OR theirs• Accelerate sales• Measure ROI


© 2017 VMware Inc. All rights reserved.

Aligning Partner Edge to the Buyer’s Journey

Customers and prospects exist in different phases of the buyer’s journey. That’s why Partner Edge provides tactics to help you succeed at every stage.

AWARENESSDemand Generation• Integrated Campaign• Multi-Touch Email• Content Syndication• Web & Social

CONSIDERATIONLead Nurture• Webinars• Partner-led Workshops• Leads Calling

DECISIONSales Acceleration• Hands-on Labs• Free Trials• Assessments

1515

Partner Edge Benefits

FULL COVERAGE

• Content, Offers, Templates, Programs, Campaigns

• Demand Generation for awareness

• Lead Nurture for consideration

• Sales Acceleration for decision

EASY PROCESS

• Simplified execution and automation

• Focus on driving quality leads and closing deals

• Offered in nine languages

BEST-IN-CLASS

• Match to buyer’s journey

• Industry standard

• VMware-tested programs

PROVEN SUCCESS

• Partner adoption

• Bookings growth

• Bigger deal size

“I like the fact that there is a standard bill of materials [for all campaigns]. I know what to expect.”

“Really interesting to have an integrated platform that is flexible. I have not seen anything as complete.”

“Anytime you can simplify to a single access point for marketing programs and campaigns, that’s a good thing.”


1Website, Social Briefs White Papers

Manage Leads

Access Lead ScoresTrack Results

Content1

Analytics4 Lead Management5

Partner Edge Package | 5 Components

Integrated Campaigns3

Integrated Demand, Nurture, Acceleration Flow

Programs2

Webinars, Workshops,

Leads CallingHOL, AssessmentsEmails, Web,

Social, Content


18

Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5

Campaign and Program Playbook

Enablement• Multi-touch eDM Flows• Landing Pages / Thank You

Pages• Direct Mail Print• Online Banners (160x600,

300x250, 728x90)• Social Media Copy Blocks• Campaign Copy Doc

Marketing Materials Offers• White Paper• eBook• Information Brief• Solution Overview• Infographic• Presentations• Tech Tips• Video

Sales• Sales Guide• Telemarketing Script• Hands-on Lab Script

Content and Bill of Materials


19


• Emails, landing page, thank you pages, banners, and direct mail assets can be customized with your own partner logo, value proposition, and contact information.

• The lead header image on email, landing page, and thank you pages can also be updated with your own brand color.

• As a best practice, be sure to leverage multiple Demand Generation assets for a true integrated effort.

Customize Your Marketing Material

Emails, Landing Pages

Online Banners

Direct Mail

Areas highlighted in blue can be customized based on your preferences/information.

CUSTOMIZABLE AREAS


20


Programs for Demand Generation, Lead Nurture, and Sales Acceleration Goals

Demand Gen Programs Lead Nurture Programs Sales Acceleration Programs

Webinars

Partner-led Workshops

Hands-on-Labs

Leads Calling

Assessments

Content Syndication

Web and Social ContentMulti-touch Email


21


Integrated Campaign Across the Buyer’s Journey

Service Provider

ell EMC/ Dell EMC Partners


22


Measure and Optimize

Service Provider

Easily track results of your marketing efforts with Partner Edge

• Manage, monitor, and review campaign performance in real time and share campaign results all within a single intuitive dashboard.

• Analyze the KPI of demand generation efforts.

• Access detailed data analytics and reporting, including the following metrics: email opens, email clicks, web views, web clicks, form submissions, and more.

• View campaign tactics separately or in an all-up view with the dashboard.


23


Access Your Leads

Service Provider

Two options for managing your leads with Partner Edge that allow you to reduce time and optimize your resources:

Integrate PDC marketing tactics with your marketing automation system, including SFDC, Eloqua, Marketo, Hootsuite and more. You can then easily send leads to your CRM platform: Salesforce, Microsoft Dynamics CRM, Sage CRM, Zoho CRM, SugarCRM, Saleslink.

Use the VMware Partner Demand Center to manage, monitor, and review campaign performance in real time and share campaign results all within a single intuitive dashboard.

1

2


24


Nurture and Convert Leads

Service Provider

Managing lead activity is easy with Partner Edge. The Partner Demand Center allows you to:

• View metrics for each lead individually

• Update lead status to indicate where they are based on engagement

• Analyze lead scores to determine next marketing offer

• Optimize and analyze marketing efforts


25


Register Deals To Get Credit

Service Provider

Register deals in VMware Advantage +, receive deal protection, extra discounts and higher margins.

• Tag your opportunity as “yes” for Development Funds Utilized• Select “Joint Marketing” for the Opportunity Source• Enter your campaign tag in Opportunity Description field• Track and measure ROI

Partner:Logs in to Partner Central

Goes to the Opportunity Registration tab

Clicks on “Register a New Opportunity,” which links to this page

Selects “yes” for Development Funds Utilized drop down field found under “Registration Details”

1

2

3 4


How to Use Partner Edge

Definemarketing objectives

Select marketing

components

Execute marketing

tactics

Review results and

adjust

26

PLAN ENGAGE EXECUTE MEASURE

Demand Generation

Lead Nurture

Sales Acceleration

Content

Programs

Integrated Campaigns

Within partner’s own marketing platform

Using VMware Partner Demand Center

Analytics

Leads Management

Deal Registration


5

► Available in up to 9 Languages

‒ Modernize Data Centers‒ Transform Security‒ Empower Digital Workspace‒ Get Ready for Extending to Public Cloud‒ NSX‒ HCI / vSAN‒ vSphere / vSOM 6.5

At partnerdemandcenter.vmware.com using Partner Central credentials

► Access today

Packages Available Today on Partner Demand Center

FY18Q2 FY18Q3 FY18Q4

May June July August September October November5/1 5/15 6/1 6/15 7/1 7/15 8/1 8/15 9/1 9/15 10/1 10/15 11/1 11/15

TRANSFORM SECURITY

EMPOWER DIGITAL WORKSPACE

MODERNIZE DATA CENTERS

Timeline

LAUNCHED AUGUST 7

LAUNCHED MAY 8

LAUNCHED JUNE 5

GET READY FOR EXTENDING TO PUBLIC CLOUD

LAUNCHED SEPTEMBER 5

PRODUCT REFRESH

Q3 – Q4 FY18


29


Get Started Today – Work with your PMM to choose suggested packages and execute

Service Provider

LOG IN• Visit www.partnerdemandcenter.vmware.com,

click “Login”, and enter your Partner Central credentials.

• OR visit www.vmware.com/partners, enter your Partner Central credentials, and click the Partner Demand Center link under the Marketing tab.

ACCESS• For Programs and Integrated Campaigns

‒ Select the Campaigns tab‒ Click “Browse Campaigns”‒ Use the filters and search for the

product or solution focus area

• For Content‒ Select the Collaterals tab‒ Click “Browse”‒ Use the filters and search for the

product or solution focus area

EXECUTE• For Programs and Integrated Campaigns

‒ Select a program or the integrated campaign and click “Details”

‒ On the details page, select workflows to activate and execute

• For Content (from the details page)‒ To execute on your own platform,

download the campaign documents from the Reference Materials section

You can also access the individual Partner Edge Package components directly through the VMware Partner Demand Center


30


Service Provider

ANALYZEFor an all-encompassing marketing overview:• Select the Analysis Tab• View an overview dashboard of each activity or view metrics by activity type

To analyze a specific program or campaign:• Select Campaigns à My Campaigns à Select the Campaign• Using the left-hand tabs, select Recent Activity or Analysis to view that

campaign’s metrics

Get Started Today – Work with your PMM to choose suggested packages and execute

You can also access the individual Partner Edge Package components directly through the VMware Partner Demand Center


MANAGE LEADSFor an all-encompassing marketing overview:• Select the Contacts Tab• View an overview dashboard of each contact and their lead score. Click on a

specific contact to manage that lead.

To manage leads from specific programs or campaigns: • Select Campaigns à My Campaigns à Select the Campaign• Using the left-hand tabs, select Leads to view and manage leads generated

from that campaign. You can also integrate Partner Demand Center marketing tactics with your marketing automation system, including SFDC, Eloqua, Marketo, Hootsuite. You can then send leads to your CRM platforms like Salesforce, Microsoft Dynamics CRM, Sage CRM, Zoho CRM, SugarCRM, Saleslink. Go to Settings to learn more.

Partner Edge – Tips to Maximize Success

Engage your marketing team and work with your PMM to use Partner Edge effectively.

Customize Partner Edge materials with your branding & messaging

Partner Edge enables BOTH sales and technical people

Commitment from all parties ensures that plans get executed

Regularly review progress against established milestones to ensure you are on track with your plan

Frequent follow-up is extremely valuable in converting pipeline to sales

Consider offering your marketing team an incentive to complete training or demand gen / sales acceleration activities


For registration/access questions, email [email protected]

For assistance with technical difficulties, email [email protected]

Questions?

32

33© 2017 VMware Inc. All rights reserved. Confidential

THANK YOU

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Sharpen Your Marketing with Partner Edge - VMwarepartnerdemandcenter.vmware.com/content/dam/digitalmarketing/vmw… · 2020 for Network Virtualization (1) 14% Growth in Data Center