Dell EMC Marketing Programs and Enablement. Iren Banfield VP EMEA Channel Marketing

Transcription

1 Dell EMC Marketing Programs and Enablement Iren Banfield VP EMEA Channel Marketing

2 Agenda Sales and Marketing Enablement Mary Catherine Wilson - Sr Director Global Channel Marketing Campaigns and Activation Packs Midrange Storage Case Study Roelof Holwerda - Director Global Channel Marketing

3 Sales and Marketing Enablement Digital Marketing Platform Web & Social Syndication Marketing Education

4 Sales & Marketing Enablement What s in it for YOU? Increase Brand Awareness Build Your Pipeline Elevate Customer Engagement Increase Marketing Efficiency

5 Digital Marketing AKA Social Selling = Business Scale! 60% of all leads are generated through Inbound Digital channels 70% More leads are generated by companies who do B-to-B Blogs, 1-2 times per month, versus those who don t. 100% the lead-to-close rate that Social Partner Syndication has over outbound (traditional) marketing. 64% of all visits from social media to corporate websites come from Partner Linked-In Networks Source: Laz Gonzalez

6 Marketing Enablement Resources Activation Packs Enablement Motivation Demand Gen Image Bank Stock images of Dell EMC products for your own use Self Service Campaign Playbook Background & Context of campaign Solution Benefits Market Opportunity and target audience Key Differentiators Campaign assets Digital Marketing Platform Lead Generation Packaged assets to co-brand Turn key web content syndication Platform Social Platform Analytics Compliments existing systems Partner Portal Assisted Self Service Full Service Marketing Concierge Select marketing agencies to execute demand generation Turn-key, prepackaged marketing campaigns Educated with Dell EMC brand and campaigns Adding new agencies to cover geography and tactics

7 Define and download with Campaign Playbook 1 Select your Marketing Campaign & message 2 Learn about the campaign strategy 3 Download the latest materials/ assets

8 Digital Marketing Platform Generate More Leads

9 Website and Social Syndication Supported Globally Available in 8 languages = KO, IT, RU, PT, ES, DE, FR, EN

10 Campaigns with aligning content Infographic/ 1-Pager Landing Page Confirmation Page

11 Marketing Concierge Demand Generation Support

12 Diversify your skillset Meet peak demands Expand your reach High quality deliverables Maximize your MDF spend so you are not leaving funding on the table A virtual marketing team Execute campaigns on your behalf Pre-packaged campaigns Accelerate demand generation

13 Marketing Institute Marketing Accreditation

14 Marketing Institute Examples of training courses within Marketing Institute: Getting to know your Dell EMC marketing resources Managing your MDF through the Rebate & MDF Tool Getting to know the Dell EMC Partner Program brand Creating a well-balance marketing plan What is the Dell EMC Partner Portal and how can it grow your business

15 Campaigns and Activation Packs Execute Comprehensive Campaigns

16 Channel Campaigns Framework Infrastructure Solution Campaigns Client Solution Campaigns IT Transformation All-Flash/ Storage Converged Workforce Transformation PC Lifecycle Management Server Data Protection Reputation Building Engagement Lead Generation

17 Partner Demand Materials * Server 14G Client All Flash/ MR Storage Data Protection Digital Events Telemarketing Distribution * Here shown for Top Channel Priorities HCI and ITT materials also available in Partner Playbook

18 Marketing Activation Packs for Partners Enablement Demand Gen Motivation Partner sales team Partner presales team Marketing for partner team Self Service Assisted Self Service Full Service Partner level Rep level Customer level

19 Bringing it all together for your marketing and enablement activities Campaigns & Activation Packs IT Transformation (Engagement) Storage (Lead Gen) Server (Lead Gen Hyper Converged Infrastructure (Lead Gen) Data Protection (Lead gen) Workforce Transformation (Engagement + Lead gen) Enablement Demand Gen Motivation Sales Pre-sales Marketing Examples: Sales Accreditation DellEMC Forums Enablement centres Product information Sales Presentations Examples: Heroes Program Study tours Technical Webcasts Examples: Marketing Academy Partner Marketing Campaign Guides Marketing Webcasts for launches Self service Partner Marketing Playbook Image Bank Assisted self service Digital Marketing platform Full service Concierge Service (AMPs- Approved MDF packages) Company Level Examples: Base & Growth Rebates New Buyer Incentive Rep Level Examples: Partner Advantage Spiffs Champions Club Presidents Club Customer Level Examples: Promotions Playbook Live Optics MyAssessment Virtual Demo labs Step 1: Choose the campaign(s) you want to run based on your business priorities Step 2: Select the relevant enablement activities, so Sales, Pre-sales and Marketing teams can sell & market the DellEMC solutions and use MDF Step 3: Select which Demand gen option is best suited for your situation and apply that tool and use your MDF to develop & execute a great marketing plan Step 4: Ensure that everyone is aware of what s in it for them: Rebates, Spiffs, Promotional offers, closing tools etc. Activation Packs: A single, central resource to enable your marketing and demand generation success

20 Midrange Storage Case Study Midrange Storage Launch Update Midrange Launch Assets Storage Incentives

21 Midrange Storage Launch All Flash product offering All Inclusive with SW In Line Deduplication Synchronous File Replication Data-in-place Upgrades Dell EMC Future-Proof Storage Loyalty Program 3-year Satisfaction Guarantee 4:1 All Flash Storage Efficiency Guarantee Never-worry Data Migrations Hardware Investment Protection All Inclusive Software Built-in Virtustream Storage Cloud

22 Midrange Launch Assets 21/11 07/11 Rolling 7/11 MR Event Kits Sales Resources Enablement Product Assets 1. Presentation & Digital Invite 2. Customer 3. Telemarketing Script 4. Leave behind Flyer Summary Sheet 5. Digital cobranded Posters & Banners 1. Battlecards 2. Quick Reference Selling Guide 3. Top Reasons 1. On Demand Sales Positioning Webinar 2. Presales Product Positioning Animation 3. PMM One Pager Cheat Sheet 1. Partner FAQ 2. Spec Sheet 3. Sales Aid 4. Customer Presentation 5. Loyalty Partner Guide

23 Key All-Flash & Midrange Content Buyer s Journey Explore Discover Educate Buy Campaign Page Unity Rackspace Reference IDC All-Flash Video & Infographic SC Series Lab Validation IT Transformation In A Flash Brochure All-Flash Sales Activation kit Unity Simulator Dell EMC Unity Cloud IQ Infographic Principled Technologies Dell EMC Unity Video & Infographic ESG Unity Lab Report All-Flash Event Kit Unity vs. 3PAR IDC All-Flash Opinion Paper COMING IN Q4: SC Series Reference & Forrester TEI Video and Infographic COMING IN Q4: IDC Midrange Paper & Forrester TEI Study Whitepaper COMING IN Q4: Forrester TEI Lead Gen Tool

24 Key Midrange Storage Marcom Dell EMC SC Series Dell EMC Unity Offer s ANIMATED OA ANIMATED OA DELL EMC UNITY 350F & SCv2020 TRANSACTIONAL STATIC OA HOMEPAGE CAROUSELS STATIC OA SOCIAL POSTS SOCIAL POSTS PRE-ROLL VIDEOS PRE-ROLL VIDEO FACEBOOK CAROUSELS INFOGRAPHIC FACEBOOK CAROUSELS

25 Earn lucrative rewards in points with Partner Advantage: #GetModern with All Flash Data Protection Acceleration (IDPA) Data Protection Clean Sweep Up to $30k in total in pts *$15k for AE & SE each Up to $11.2k in total in pts *$5.6k for AE & SE each Up to $4.2k in total in pts *$2.1k for AE & SE each *incentives vary by region

26 In summary take advantage of: Rally Sales Partner Incentives Simple Tools Activation Packs Drive Demand Partner Led Create Pull Attractive Promotions & Programs Partner Advantage #GetModern Spiff IDPA Acceleration DPS Clean Sweep Activation Packs Position/Battlecards Training Materials Dell Financial Services Pre-approved MDF Demand Packs New Demand Materials Attractive Promotions To Drive Customer Demand Storage Loyalty Program

27 Digital Marketing Platform Sign Up & Premium Support 1 General Sign-up 2 Get Premium Support Registration Link: For 1st 50 Partners who start activating a campaign through the tool

28 Partner Portal Checklist Do all the users in my organization have access to the Partner Portal who deal with Dell EMC? My Sales team My Marketing team Is my user profile complete and up-to-date? Have I and my colleagues opted-in to receive communication from Dell EMC? Do I have all the access to the right tools? Am I taking full advantage of all the tools and enablement that Dell EMC offers for me through the portal? Have I enrolled in for all the available Incentive programs or do I leave money on the table?

29 Use Activation Packs Server/Storage/Client /DP/HCI Follow us on THANK YOU Sign Up for the Digital Marketing Platform Get a Partner Portal demo TODAY!