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DNS Arrow Marketing Supporting our partners every step of the way

DNS Arrow Marketing Supporting our partners every step of the way. Frances Norfolk NetApp Marketing Manager DNS Arrow. Agenda. Introduction Roles and responsibilities Overview of marketing support and services Funding Key messaging & programmes Go to market positioning Solutions

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DNS Arrow Marketing Supporting our partners every step of the way

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  1. DNS Arrow Marketing Supporting our partnersevery step of the way Frances NorfolkNetApp Marketing Manager DNS Arrow

  2. Agenda Introduction Roles and responsibilities Overview of marketing support and services Funding Key messaging & programmes Go to market positioning Solutions MSE marketing package Marketing planning Strategic/tactical What works? Success ROI Figures Measurement

  3. Fiona Vickers Channel Marketing Manager - NetApp fiona.vickers@netapp.com Frances Norfolk NetApp Marketing Manager – DNS Arrow frances.norfolk@dnsarrow.co.uk Jaimini Karsan NetApp Marketing Executive - DNS Arrow jaimini.karsan@dnsarrow.co.uk Sian Owen Marketing Finance Administrator - DNS Arrow sian.owen@dnsarrow.co.uk Roles and responsibilities

  4. Supporting our partners every step of the way

  5. DNS Arrow channel marketing support

  6. Virtual Marketing Manager • Create marketing direct mailers, emailers online in an instant and have access to relevant supporting materials • A simple-to-use activity planner to schedule campaigns • Resource library of brochures, white papers, logos, images, solution guides, branding guidelines and more • Reporting functionality to provide ROI reports quickly • Direct to print functionality Login: julie.gibbs@dnsarrow.co.uk Password: g1bb5 Solution marketing ready for adoption

  7. Campaign Express – Access to Marketing View Order History Easy to Use – 4 Step Process Choose from NetApp or plain templates View Work in Progress Campaigns via Shopping Cart 7

  8. www.partnermarketingdesk.com 8

  9. DNS Arrow & NetApp marketing portals

  10. Partners will see PartnerEdge Partner specific events Partners specific news by geo

  11. Market Development Fund – FY10 • MDF is a benefit based on a business plan and subsequent marketing plan • One overall fund in FY10 • Simplified funding structure • Work with CDM/BDM and/or relevant Marketing Manager • Submit MDF request via DNS Arrow Virtual Marketing Manager • Pre-approval from NetApp and/or DNS Marketing • Complete activity • Claim your funds • Discretionary fund • Reviewed on a case by case basis • Future funding is based on campaign measurement and ROI

  12. NetApp & DNS Arrow campaign menu DNS Arrow/NetApp Business Unit Data Centre NPP NPP NPP NPP VSP VSP VSP VSP MSE Data Centre MSE Partner ready campaigns Future campaigns

  13. Campaign engagement process Review campaign menu Choose solution campaign Select preferred online resource DNS Arrow VMM NetApp Campaign Express NetApp Partner Marketing Desk Telemarketing Campaign Management Event Management Data Source Select from recommended agencies CEC TBC CEC Venise Aspire Aspire CPB CPB Submit MDF form via DGF Execute campaign

  14. Key Messaging and Programmes Compelling messaging Virtualisation Storage Efficiency Back up and recovery Consolidation Messaging and Collaboration Proven in delivering successful campaigns DNS Arrow have been selected for a VMware pilot campaign Collective promotions around VMware and Sphere Build bespoke go to market messaging DNS Arrow thought leadership Cloud computing Build messaging to suit all areas of Cloud

  15. Demystifying Cloud Computing Venue: Chesford Grange, nr Kenilworth, Warwickshire Date: Tuesday, 3rd November 2009 The event has been designed to be fun, interactive and extremely informative, and includes: • Keynote presentation from Steve Pearce, Managing Director of DNS Arrow • ‘To the point’ 20 minute round table sessions with our primary sponsors • A dedicated Technical Stream • Vendor breakout exhibition • Evening dinner and entertainment Please visit the Virtualisation website at www.dnsarrow.co.uk/virtualisation for further details of the briefing or register at www.dnsarrow.co.uk/virtualregister Currently sponsored by: More information can be found at www.dnsarrow.co.uk/virtualisation

  16. MSE launch Designed to provide resources and tools to promote the FAS storage system Help you promote and communicate these messages 2 x Incentives Emailers and Direct mail piece Designed for you to rebrand and promote. Web content pack content templates for you to rebrand and launch on your company websites contains useful links and contact details Posters Telemarketing campaign To promote the MSE value proposition Carried out by Aspire Manage leads centrally and allocate to you www.dnsarrow.co.uk /vmm

  17. Planning Planning on a quarterly basis What do we want to do? How do we get there? Two prong approach Strategic Tactical Build your awareness Niche target audiences Work with NetApp DSM 12 month benchmark Break it down in quarterly plans Review success Measure ROI Softly allocate funds The best campaigns are with those that work with us and report on feedback

  18. Partner led campaigns • Total number of campaigns • 38 separate campaigns with NetApp partners • Double the amount of campaigns compared to HP and IBM • Top solutions: • Virtualisation • Storage Efficiency • Every campaign has used NetApp messaging and or deliverables either from DNS VMM, Partner Marketing Desk, NetApp Field Portal.

  19. ROI Reported won deals 85 tracked wins from FY08 to date (2.5 years) Email/Direct mail and telemarketing campaigns - 54% Seminars - 37% Incentive led campaigns - 9% ROI growth Year on year growth of 96% from FY08-09 Year on year growth of 45% from FY09-10 (half year figure) Overall growth of 254% from FY08 to date Reporting on average 2 wins a month

  20. What works?????? • Smaller more focussed roundtable events • More targeted approach at niche markets • Strategic multiple touch in addition to quick win • Brand and differentiation is key • Strong promotions and call to actions • New ways of social media • Picking an agency and sticking with them • Keep it simple

  21. Partner case study • Objective was to promote the complete NetApp storage virtualisation opportunity within virtualized environments • Series of 6 events held across the UK • Creation and content design for invitation emailers • Selected appropriate target data for each of the events • Emailed target data and monitored the results • Lead generation to generate leads and interest in the events • Total of 233 attendees • Total of 18 deals to the value of £984k “The incremental business that we achieved as a result of this campaign was far in excess of our expectations. DNS Arrow helped to take the pain out of organising the events and they continue to do a great job for us”.

  22. Summary • Easy to work with • Flexible in our approach • Excellent systems and tools

  23. Questions??

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