Microsoft® Windows® Small Business Server 2003 R2 and HP ProLiant Servers: SMB Marketing Guidance & Partner Best Pr - PowerPoint PPT Presentation

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Microsoft® Windows® Small Business Server 2003 R2 and HP ProLiant Servers: SMB Marketing Guidance & Partner Best Pr PowerPoint Presentation
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Microsoft® Windows® Small Business Server 2003 R2 and HP ProLiant Servers: SMB Marketing Guidance & Partner Best Pr

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  1. Microsoft® Windows® Small Business Server 2003 R2 and HP ProLiant Servers:SMB Marketing Guidance & Partner Best Practices Presenter Name 12 pt. ArialPresenter Title, Hewlett Packard Presenter NamePresenter Title, Microsoft

  2. 40% 35% 30% 25% Percent 20% 15% 10% % of SBs with 2 or more PCs 5% % of all SBs 0% 2005 2006 2007 2008 2009 Capitalize on a Fast-Growing Market • According to IDC*, from 2005 to 2009, over 1 million server installations are expected worldwide in businesses with fewer than 100 employees. • “The market opportunity is unmatched by any other segment and represents more than ample opportunity for partners who have the right mix of solutions to satisfy the needs of their customers.”* U.S. Businesses with Fewer than 100 Employees and with Server-Based LANs, 2005-2009* Tap the fast-growing market and open the door to full-scale solution selling in the SMB space. *IDC report ‘Paths to Opportunity with Microsoft Windows Small Business Server 2003’

  3. To Tap the SMB Market, Start with a Plan Like any business endeavor, successful marketing begins with a clear plan The marketing plan should be in writing and detail your: Objective/s Audience (Target Market/s) Strategy Tactics Execution Model Measurement of Results

  4. Step 1: Define Your Objective What business goal will you achieve? Establish clear revenue and sales goals, consider: Number of new clients you plan to reach Number of existing clients you plan to grow business with X sales, achieved over Y time period X revenue, achieved over Y time period What is your primary message? Develop a succinct message to accompany your objective Primary message should articulate: What you offer (your unique value proposition) Why prospects should care (what problem/s it solves) What you want prospects to do (call-to-action) Target your message to high-value prospects Target the pain or problem, not the technology or products

  5. Step 2: Target Your Market Who is your target market? Analyze your firm's unique strengths Identify the market segment that matches these strengths, consider: Business size IT needs and spend Geography Technology trends: e.g. from 2005 to 2009, over 1 million server installations in businesses with fewer than 100 employees.* Matching your expertise and experience with specific verticals “[Target marketing] helps firms enhance the efficiency of their marketing expenditures, increase their chances for penetration of their selected prospects, and, most important, engage with those clients who, because of their unique fit with our business model and capabilities, are most likely to be loyal and profitable clients for years to come.”Rick Freedman, Microsoft.com Columnist

  6. Step 3: Build a Strategy How will you reach your target market – what strategies will you utilize? Choose your marketing methodologies: Direct marketing: Reach a targeted market via: Direct mailers (letters or postcard mailings) E-mails E-newsletters Telemarketing Online marketing:Web site, search optimization Third-party marketing: Partner with another business with significant reach into your target market segment Broad marketing: Reach a broad audience via online, radio, TV or print advertising (best suited for large marketing budgets)

  7. Step 3: Build a Strategy (Continued) Choose your marketing methodologies (continued): Events, trade shows, seminars:Present or attend events that attract your target audience Public relations: Raise awareness of your services by sending press releases to your local business journals about: New accounts won Awards New employees Customer Testimonials: Demonstrate your successes with case studies, quotes and recommendations from existing clients Select strategies based on: Your understanding of your target audience Your own experience Peer recommendations and findings Microsoft and HP best practices for SMB marketing

  8. Step 4: Outline Marketing Tactics Tactics may include: Developing target lists For example, to find lists, research: www.mspartnerdirect.com: Microsoft’s Marketing Services for Partners www.onesource.com www.harrisinfo.com www.zapdata.com www.harte-hanks.com www.scottsinfo.com Consider government lists (local Chamber of Commerce) Research target markets from D&B Creating special offers Developing or organizing sales tools

  9. How will you execute on your plan? Specify your: Budget: How much do you need to achieve your goal? Timeline: Include start and end dates plus key milestones Staff assignments: Outline clear priorities and roles Vendor requirements: Determine what services you’ll need: Printers? Telemarketers? Solicit recommendations from peers and go local Find and leverage vendor/distribution programs and align Without thorough execution, a plan remains a plan Follow up is equally critical: Prepare to follow up with your staff, vendors and prospects repeatedly Step 5: Execute

  10. How will you measure your ROI? Develop target metrics in advance and track progress against them, consider: Number of prospects touched (how many times?) Number of overall leads Number of qualified leads Number of technology assessments scheduled Number of proposals delivered Number of sales closed Consider developing a database to track: Source of leads Lead progress (# of touches, meetings scheduled, follow-up conducted) Step 6: Measure Results

  11. Partner Marketing Best Practices

  12. Best Marketing Practice #1: Join Microsoft and HP Partner Programs and Peer Groups • Work with partners to: • Sell services • Share best practices • Build local peer networks • Microsoft • Partner Program: https://partner.microsoft.com/sbs • Community: http://www.microsoft.com/technet/community/en-us/windowssbs/default.mspx • HP • Partner Program: www.hp.com/partners/us • Peer Groups: www.htgmembers.com

  13. Best Marketing Practice #2: Learn from Successful SBS Partners Learn best practices and business models from partners who successfully built their consulting practices with the IDC “Paths to Opportunity with Microsoft Windows Small Business Server 2003” white paper series (https://partner.microsoft.com/40025871): • Introduction to the IDC Guides • Delivering Server Solutions with SBS 2003 • Delivering Maintenance and Managed Services with SBS 2003 • Customizing Windows SharePoint Services in SBS 2003 • Delivering Mobility and Remote Access Solutions with SBS 2003 and Windows Mobile-based devices • Delivering Microsoft Dynamics CRM 3.0 with SBS 2003 • Upselling Microsoft Dynamics GP

  14. Best Marketing Practice #3: Touch Prospects and Existing Clients Regularly • No sale occurs from one contact alone • Contact prospects and existing customers regularly: • Educates them on latest technologies • Increases awareness of your services • Always include a call-to-action; ensure it: • Clearly defines your offer and what you want customers to do • Is easy for customers to understand and follow up on • Test multiple vehicles: • E-newsletters • Postcard mailings • Follow-up calls • Be creative "Nothing can happen until the sale occurs. We have to build a sales organization to succeed." -- Microsoft Partner

  15. Best Marketing Practice #3: Touch Prospects and Existing Clients Regularly – Partner Success Story • Northwest Communications, a Microsoft Partner, built a campaign targeting communities without high-speed Internet access • First campaign involved direct mail: Cost $250 and resulted in 19 new customers – campaign continues to target new communities • Partner then developed buddy referral program: Each time a customer referral leads to an installation, the customer receives 1 month of free service – “A great referral program!” • Partner recently launched a 16-month marketing campaign to sell services/platform to 20 new clients; campaign includes: • One-month free trial offer • Offered via: Newspaper ad, direct mail, follow-up sales calls, direct mail and “Lunch & Learn” events

  16. SAMPLES

  17. Best Marketing Practice #4: Leverage Microsoft Go-to-Market Tools • SBS 2003 R2 “First Server, Right Server” campaign: • Customizable marketing materials (e-mails, letters, banners) • Customer-ready sales and marketing materials • Sales and marketing guidance and tools • Lead development resources • Industry and competitive research • https://partner.microsoft.com/global/40019331 • SBS 2003 R2 customer-ready materials: • Customer success stories • Customer-ready materials (“networking basics” and “are you ready for a server?” guides, SBS 2003 R2 Transition Pack datasheet, customer brochures, and more) • http://www.microsoft.com/sbs

  18. Best Marketing Practice #5: Strive for Long-Term Customer Relationships • Conduct technology assessments, using the Microsoft Small Business Technology Assessment Toolkit • Schedule regular visits and technology check-ups • Offer training • Host quarterly seminars • Distribute monthly e-newsletters and e-mails • Develop a system to track your customer interaction and activity, such as Microsoft Dynamics CRM Keep your business and services top-of-mind with customers.

  19. Best Marketing Practice #5 (continued): Strive for Long-Term Customer Relationships – Partner Success Story • ADNET, a Microsoft Partner in Conn., launched an annual training event for clients and prospects that: • Gave clients and prospects hands-on understanding of how technology solves common business problems • Provided educational and networking experience • Included eight workshops, led by ADNET executives and Microsoft guest speakers • Cemented relationships • Planning began eight weeks in advance • Event marketing included promotions on Web site and partner Web sites, e-mails, flyers hand-delivered during client meetings, direct contact from sales, articles in newsletter

  20. Best Marketing Practice #6:Use the Microsoft Small Business Technology Assessment Toolkit • Download your free toolkit (interactive sales tool) for analyzing small business technology needs • Use assessments to get in the door with prospects (offer a free one-hour consultation) • Sit down with a decision maker to understand prospect’s business • Spiff sales reps on assessments • Learn how you can earn a free, for-resale copy of SBS 2003 R2 Standard by using the toolkit • https://partner.microsoft.com/smallbusinesstoolkit

  21. SAMPLES

  22. Best Marketing Practice #7:Take Clients to Solution Centers Place prospects in an environment where they can: See and experience the technology first hand Meet face-to-face with your staff Ask questions and get specific guidance on how to apply technology to their environment Bring prospects to your office (if you have a Solution Center) Check with your local Microsoft and HP contacts to inquire if they have facilities available

  23. Best Marketing Practice #8:Develop Customer Evidence (Case Studies) Develop a written case study capturing: Your prospect’s technology challenge Solution implemented Results achieved Share case studies with customers in: E-newsletters Leave-behind collateral Promote case studies via PR: Send press releases to local business journals Highlight them on your web site

  24. Get Started Marketing Resources for HP/Microsoft Partners: • Microsoft Windows Small Business Server 2003 R2 Partner Site: https://partner.microsoft.com/sbs • Microsoft Partner Marketing Center: https://partner.microsoft.com/global/40019331 • Microsoft Small Business Marketing Resources: https://partner.microsoft.com/global/productssolutions/servers/40015881 • HP/Microsoft Frontline Partner Program: www.hp.com/go/hpmssolutions • HP Partner Marketing Resources: www.hp.com/go/hpmssolutions Small Business Technology Assessment Toolkit: • https://partner.microsoft.com/smallbusinesstoolkit IDC Blueprints for Driving Revenue with SBS 2003: • https://partner.microsoft.com/40025871 Product Information: • Microsoft Windows Small Business Server 2003 R2 Product Site: www.microsoft.com/sbs • HP Small Business:  http://www.hp.com/sbso/index.html • HP Servers and Storage for Small Business:  www.hp.com/go/serverexpertisesmb

  25. ADDENDUM

  26. SBS 2003 R2:Advanced Productivity and Security Solution • Product of choice for small businesses • Designed for businesses with up to 75 users or devices • Offers features used by large companies – e-mail, Internet connection, internal Web sites, remote access, support for mobile devices, file and printer sharing, backup and restore – in one affordable solution • Available in Standard and Premium Editions • Pre-installation with HP reduces time spent on-site • Remote monitoring and updating tools increase customer response times and reduce travel time

  27. SBS 2003 R2 Features-at-a-Glance Both editions include five Client Access Licenses (CALs), and support a maximum of 75 users or devices. Additional licenses can be purchased in increments of 5 or 20. Additional servers can be added to the SBS 2003 R2 network. Expanded CAL rights, including access to additional Exchange Server 2003, SQL Server 2005 Workgroup Edition servers, and Windows Server 2003, in the Windows Small Business Server 2003 R2 network give customers more flexibility in growth. As your business needs change, the SBS 2003 R2 Transition Pack provides a seamless conversion to the full line of Windows Server system products.

  28. SBS 2003 R2 System Requirements Actual requirements will vary based on system configuration and the applications and features installed. **Actual requirements will vary based on your system configuration and the applications and features you choose to install. Windows Small Business Server 2003 R2 supports up to two CPUs on one server.

  29. HP ProLiant Servers:Best-in-Class Server Technology • ProLiant servers deliver intelligent innovation, legendary performance and reliability and demonstrated value you can depend on • Affordable solutions offer hassle-free ownership— freeing up time, money, and resources so you can focus on building your business • Recommended models for SBS 2003 R2 include: • ProLiant 100 series servers • ProLiant 300 series servers • Comprehensive choice of configurations, processors, storage, software, options, and more • All tested for seamless integration and compatibility

  30. HP ProLiant ML Feature Set