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

capitalize on a fast growing market









% of SBs with 2 or more PCs


% of all SBs







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’

to tap the smb market start with a plan
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:


Audience (Target Market/s)



Execution Model

Measurement of Results

step 1 define your objective
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

step 2 target your market
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


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, Columnist

step 3 build a strategy
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)




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)

step 3 build a strategy continued
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


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

step 4 outline marketing tactics
Step 4: Outline Marketing Tactics

Tactics may include:

Developing target lists

For example, to find lists, research: Microsoft’s Marketing Services for Partners

Consider government lists (local Chamber of Commerce)

Research target markets from D&B

Creating special offers

Developing or organizing sales tools

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

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

best marketing practice 1 join microsoft and hp partner programs and peer groups
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:
    • Community:
  • HP
    • Partner Program:
    • Peer Groups:
best marketing practice 2 learn from successful sbs partners
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 (

  • 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
best marketing practice 3 touch prospects and existing clients regularly
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

best marketing practice 3 touch prospects and existing clients regularly partner success story
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
best marketing practice 4 leverage microsoft go to market tools
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
  • 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)
best marketing practice 5 strive for long term customer relationships
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.

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

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
best marketing practice 7 take clients to solution centers
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

best marketing practice 8 develop customer evidence case studies
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:


Leave-behind collateral

Promote case studies via PR:

Send press releases to local business journals

Highlight them on your web site

get started
Get Started

Marketing Resources for HP/Microsoft Partners:

  • Microsoft Windows Small Business Server 2003 R2 Partner Site:
  • Microsoft Partner Marketing Center:
  • Microsoft Small Business Marketing Resources:
  • HP/Microsoft Frontline Partner Program:
  • HP Partner Marketing Resources:

Small Business Technology Assessment Toolkit:


IDC Blueprints for Driving Revenue with SBS 2003:


Product Information:

  • Microsoft Windows Small Business Server 2003 R2 Product Site:
  • HP Small Business:
  • HP Servers and Storage for Small Business:
sbs 2003 r2 advanced productivity and security solution
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
sbs 2003 r2 features at a glance
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.

sbs 2003 r2 system requirements
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.

hp proliant servers best in class server technology
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