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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

DNS Arrow Marketing Supporting our partnersevery step of the way

Frances NorfolkNetApp Marketing Manager DNS Arrow



Roles and responsibilities

Overview of marketing support and services


Key messaging & programmes

Go to market positioning


MSE marketing package

Marketing planning


What works?





roles and responsibilities

Fiona Vickers

Channel Marketing Manager - NetApp


Frances Norfolk

NetApp Marketing Manager – DNS Arrow


Jaimini Karsan

NetApp Marketing Executive - DNS Arrow


Sian Owen

Marketing Finance Administrator - DNS Arrow


Roles and responsibilities
virtual marketing manager
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

campaign express access to marketing
Campaign Express – Access to Marketing

View Order History

Easy to Use –

4 Step Process

Choose from NetApp or plain


View Work in Progress Campaigns


Shopping Cart



Partners will see


Partner specific events

Partners specific news by geo

market development fund fy10
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
netapp dns arrow campaign menu
NetApp & DNS Arrow campaign menu

DNS Arrow/NetApp Business Unit

Data Centre










Data Centre


Partner ready campaigns

Future campaigns

campaign engagement process
Campaign engagement process

Review campaign menu

Choose solution campaign

Select preferred online resource


NetApp Campaign Express

NetApp Partner Marketing Desk


Campaign Management

Event Management

Data Source

Select from recommended agencies









Submit MDF form via DGF

Execute campaign

key messaging and programmes
Key Messaging and Programmes

Compelling messaging


Storage Efficiency

Back up and recovery


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

demystifying cloud computing
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


  • 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

mse launch
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


Telemarketing campaign

To promote the MSE value proposition

Carried out by Aspire

Manage leads centrally and allocate to you

www.dnsarrow.co.uk /vmm


Planning on a quarterly basis

What do we want to do?

How do we get there?

Two prong approach



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

partner led campaigns
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.

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

what works
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
partner case study
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”.

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