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2012 Global Campaign #2 – Operations Campaign implementation g uide. Brian MacDonald, WW Partner Marketing July , 2012. Content. Help Translations Campaign Overview Campaign Tactics – Core Customer Journeys , Ops Touches and Offers. Help.

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2012 global campaign 2 operations campaign implementation g uide

2012 Global Campaign #2 – OperationsCampaign implementation guide

Brian MacDonald, WW Partner Marketing

July, 2012

content
Content

Help

Translations

Campaign Overview

Campaign Tactics – Core

Customer Journeys, Ops Touches and Offers

slide3
Help

Generic guidelines, contacts & information for your campaign implementation

  • Partner Central
      • Marketing Initiatives
      • HP Converged Cloud Initiative
      • Marketing Insights
contacts
Contacts

Global contacts:

HP WW Executive Sponsor: Mike Gallagher

HP WW Global Campaign Owner:Brian MacDonald

HP WW Global Campaign Manager (EMEA/APJ): Stefan Danisovsky

HP WW Global Campaign Manager (AMS): Denise Lowney

HP Regional contacts:

AMS: Erin Cresta

APJ: Kenneth Tan

EMEA: Jill Hevey

Zift Solutions Concierge Service contacts:

AMS: Julie Pfouts

EMEA: Christina Thurmann

APJ: Sarah Ferren

translations
Translations

Campaign Syndication programs will be available in the following languages

campaign overview

Campaign overview

Background

Concept

Messaging

campaign background
Campaign background
  • Initiative supported:
        • 2012 Global Campaign #2 - Operations
  • Target audience:
    • Cloud & DCA-focused messages will target executive and practitioners
    • Primary target - Executives focused on finding solutions to support the strategic approach and delivery of continuous understanding of the impact of business needs on IT Services and infrastructure. Titles: VP of Operations, VP of Applications, and Chief Information Security Officer (CISO)
    • Secondary target – Influencers to executives and Practitioners that are focused on delivery of the executive-led strategy through the audit, recommendation, implementation of products and services. Titles: Director of Systems, Director of Operations, Director of Distributed Systems, VP of Engineering (Database and Middleware) and their organizational peers
campaign background1
Campaign background

Initiative supported:

2012 Global Campaign #2 - Operations

Objectives:

The campaign should drive awareness and demand for HP’s Datacenter Automation (DCA) and Cloud Service Automation (CSA) solutions – positioning HP Software as a leader when it comes to the cloud (because of HP’s automation, and Converged Infrastructure)

Ultimately, we want the market to associate automating for the cloud with HP.

Tactically, the campaign is expected to increase the pipeline and expedite conversion for DCA/CSA software and services.

campaign background2
Campaign background

Product components:

Cloud Service Automation (CSA) – the industry’s most extensible cloud management solution offering application and infrastructure provisioning for private cloud, public cloud, and hybrid IT service

Datacenter Automation - enables IT to deliver services with high quality, compliance and by automating repetitive tasks associated with managing servers, network, storage, databases and application servers.

Cloud consulting and datacenter automation services – consulting and education services for managing public, private and hybrid cloud environments. Also includes accelerated data center automation deployment such as Quickpacks for Business Service Automation and CSA, which are pre-configured packages to accelerate the deployment for Server Automation, Operations Orchestration and CSA

campaign background3
Campaign background

Call To Action:

Executive:

IDC white paper: “Five steps to successful integrated cloud management”

White paper: “Increasing agility and reducing costs for private and hybrid cloud computing”

Additional value add white paper: “Move beyond IASS with HP CloudSystem enterprise”

Web event: “Acceleration innovation through data center transformation”

Practitioner:

White paper: “Top 10 reasons to automate your IT processes”

White paper: “Four steps to better application management and deployment”

Web event: “Automating your hybrid cloud world”

campaign concept
Campaign concept
  • Value proposition:
  • A complete, extensible platform for managing cloud services so you can deliver services faster, reduce costs, monitor the availability and allocation of resources, increase agility, and enable higher levels of quality and security.
  • Customer insight/rationale:
  • Enterprises are rapidly moving to the cloud to enable agility and control costs. IT leaders are looking to cloud and automation technologies to enable an IT infrastructure that can quickly deliver services, all without the costly infrastructure build-out. Industry-leading firms have found that switching from time-intensive, manual processes allows IT to better optimize resources and deliver value to the business. By eliminating complexities and resource constraints enterprises gain increased agility and can quickly react to changing market dynamics to capture new sources of revenue.
  • Masthead:
  • Imagery:
  • Two images were used for alternatively between both Executive and
  • Practitioner touches to provide a sense of variability between the touches
customer journey existing contacts

Campaign Syndication Program Flow

Customer journey – Existing contacts

Awareness

Consideration

Email touch1- Download white paper:“Five steps to successful integrated cloud management”

Email touch2- Download white paper:“Increasing agility and reducing costs for private and hybrid cloud computing”

Email touch 3On-demand web event: “Acceleration innovation through data center transformation”

Executives

Load partner list

Qualification

Send personal email and/or follow-up with phone call (email template and call guide available)

Email touch1- Download white paper:“Top 10 reasons to automate your IT processes”

  • Email touch2- Download white paper:“Four steps to better application management and deployment”

Email touch 3On-demand web event: “Automating your hybrid cloud world”

Practitioners

Load partner list

customer journey new contacts

Campaign Syndication Program Flow

Customer journey – New contacts

Awareness

Consideration

Email touch1- Download white paper:“Five steps to successful integrated cloud management”

Email touch2- Download white paper:“Increasing agility and reducing costs for private and hybrid cloud computing”

Email touch 3On-demand web event: “Acceleration innovation through data center transformation”

Executives

On-line ador

purchase list

Add partner list

Qualification

Send personal email and/or follow-up with phone call (email template and call guide available)

  • Email touch2- Download white paper:“Four steps to better application management and deployment”

Email touch 3On-demand web event: “Automating your hybrid cloud world”

On-line ador

purchase list

Email touch1- Download white paper:“Top 10 reasons to automate your IT processes”

Practitioners

Add partner list

Note: Additional fees may apply for Google Ads or list purchases

email
Email

Email

eDM EXEC WP Touch 1

  • Subject Line:
    • HP Automation accelerates cloud-app delivery
    • Offer:
    • “Five steps to successful integrated cloud management”

Email

eDM EXEC WP Touch 2

  • Subject Line:
    • HP can help your teams deliver faster
    • Offers:
    • “Increasing agility and reducing costs for private and hybrid cloud computing”
    • “Move beyond IASS with HP Cloudsystem Enterprise”
email1
Email

Email

eDM EXEC On-Demand WEB Touch 3

  • Subject Line:
    • HP can accelerate cloud delivery
  • Offer:
    • “Acceleration innovation through data center transformation” webinar series
      • Using Automation to Accelerate Service Delivery
      • Enterprise Management Associates (EMA)—Challenges and Opportunities in the Cloud
      • Enterprise Management Associates (EMA)—Business Intelligence for the Business of IT
      • How to Successfully Transform Your Data Center
email2
Email

Email

eDM EXEC On-Demand WEB Confirmation

  • Subject Line:
    • Your HP web event
    • Offer:
    • “Acceleration innovation through data center transformation” webinar series

Email

eDM EXEC WP Sales 1:1

  • Subject Line:
    • Learn the five steps to successful cloud management
    • Offer:
    • “Five steps to successful integrated cloud management”
email3
Email

Email

eDM PRAC WP Touch 1

  • Subject Line:
    • See how IT automation helps you do more with less
    • Offer:
    • “Top 10 reasons to automate your IT processes”

Email

eDM PRAC WP Touch 2

  • Subject Line:
    • HP improves app and database deployment
    • Offer:
    • “Four steps to better application management and deployment”
email4
Email

Email

eDM PRAC On-Demand WEB Touch 3

  • Subject Line:
    • HP offers tips for moving to the cloud
    • Offer:
    • “Automating your hybrid cloud world” webinar series
      • Application Performance Management
      • Managing Mobile Applications
      • Efficient, Automated, and Secure Network Operations
      • IT as a Service Provider
      • Cloud Service Automation
email5
Email

Email

eDM PRAC On-Demand WEB Confirmation

  • Subject Line:
    • Your HP web event
    • Offer:
    • “Automating your hybrid cloud world” webinar series

Email

eDM PRAC WP Sales 1:1

  • Subject Line:
    • HP automation drives IT efficiency
    • Offer:
    • “Top 10 reasons to automate your IT processes”
landing page experience white paper
Landing page experience – white paper

Print ad,banners,Email,

Etc.

  • Executive LP WP Touch 1
  • Executive LP WP Touch 2
landing page experience white paper1
Landing page experience – white paper

Print ad,banners,Email,

Etc.

  • Practitioner LP WP Touch 1
  • Practitioner LP WP Touch 2
landing page experience web event
Landing page experience – web event

Print ad,banners,Email,

Etc.

  • Executive LP WEB Touch 3
  • Practitioner LP WEB Touch 3
  • LP WEB Touch 3 Email Confirmation
campaign syndication execution

This campaign is available as a Full Service program or Self-service program. For Full Service please contact Zift Solutions Concierge Service. (see slide 4)

For self service please following the following steps:

Login into HP Campaign Syndication at www.zift123.com

Select Activate Campaign from the Dashboard

Select 2012 Global Campaign 2 – Operations

Select the Executive Email program or Practitioner Email program or both

Select your Recipient (contact) list

Activate the program

Campaign Syndication Execution