Sharpen Your Marketing with Partner Edge

Transcription

1 Sharpen Your Marketing with Partner Edge

2 Agenda 01 Partnering with VMware 02 Buyer s Landscape 03 What Is Partner Edge? 04 Partner Edge Packages 05 Appendix VMware Partner Manager Info 2

3 Partnering with VMware

4 Why Partner with VMware for Selling? Our markets are growing while our market share gets bigger 54% CAGR Through 2020 for Network Virtualization ( 1 ) 59% CAGR Through 2019 for Storage Virtualization ( 2 ) 25% Growth in Cloud Systems Management Software Market Shares ( 3 ) 14% Growth in Data Center Automation Software Market Share ( 4 ) Sources 1. IDC SDN Market to Gain Enterprise Headway, Driven by 3rd Platform and Cloud, November IDC Hyperconverged Systems Forecast, February IDC: Worldwide Cloud Systems Management Software Market Shares, 2015: Year of Continued Expansion, June IDC: Worldwide Datacenter Automation Software Market Shares, 2015: Year of Suite Success, June

5 The Industry Recognizes VMware s Technology Leadership Recognized as a leader by Gartner in 2 Gartner Magic Quadrants: X86 Server Virtualization Infrastructure 1 Enterprise Mobility Management Suites 2 Recognized as a leader by Forrester in 5 Forrester Waves: Hybrid Cloud Management Solutions 3 Private Cloud Software Suites 4 Enterprise Mobile Management 5 Server-Hosted Desktops (VDI) 6 Enterprise File Sync and Share Platforms 7 4th of 62 Technology Brands in Net Promoter Scores Company Net Promoter Score IBM software other than SPSS 61 HPE outsourcing 56 IBM SPSS 55 VMware 54 Oracle outsourcing 50 Intel Corporation 47 Microsoft servers 46 HPE IT services 46 Google 45 IBM outsourcing 45 Source: Temkin August 2016 survey to 800 IT decision makers of North American companies with at least $250 million annual revenue Ranked #1 for 2015 market share by IDC in these technologies: Data Center Automation Management 8 Cloud Systems Management 9 Enterprise Mobility Management (for VMware AirWatch) 10 Virtual Machine and Cloud System Software 11 GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. 1. Gartner, Thomas J. Bittman, Philip Dawson, Michael Warrilow, Magic Quadrant for x86 Server Virtualization Infrastructure, August 3, Gartner, Rob Smith, et al, Magic Quadrant for Enterprise Mobility Management Suites, June 8, Forrester, Dave Bartoletti, The Forrester Wave : Hybrid Cloud Management Solutions, Q1 2016, January 8, Forrester, Lauren E. Nelson, The Forrester Wave : Private Cloud Software Suites, Q1 2016, January 19, Forrester, Christian Kane, The Forrester Wave : Enterprise Mobile Management, Q4 2015, December 4, Forrester, David K. Johnson, The Forrester Wave : Server-Hosted Virtual Desktops (VDI), Q3 2015, September 18, Forrester, Cheryl McKinnon, The Forrester Wave : Enterprise File Sync And Share Platforms, Hybrid Solutions, Q2 2016, April 26, IDC, Mary Johnston Turner, Worldwide Datacenter Automation Software Market Shares, 2015: Year of Suite Success, Doc #US , June IDC, Mary Johnston Turner, Worldwide Cloud Systems Management Software Market Shares, 2015: Year of Continued Expansion, Doc #US , June IDC, Phil Hochmuth, Worldwide Enterprise Mobility Management Software Market Shares, 2015: Consolidation of Vendors and Market Share Changes the Landscape, Doc #US , May IDC, Gary Chen, Worldwide Virtual Machine and Cloud System Software Market Shares, 2015: Hypervisor Commoditization, Doc #US , July

6 Real Results for Partners: An Example Leading Global Reseller of IT Solutions 41% Up to 45% 6X Increase in VMware license and services bookings Margin on professional and consulting services Attached partner products and services Source: Data based on actual interview with a large U.S.-based VMware global enterprise and commercial reseller. 6

7 Buyer s Landscape

8 The Changing Buying Process Today, buyers start their buying process online. Education Phase Solution Phase Vendor Selection Phase Loosening of the Status Quo Committing to Change Exploring Possible Solutions Committing to a Solution Justifying the Decision Making the Selection Sources: Sirius Decisions 8

9 Primary Information Sources 71%+ buyers conduct research an additional 2-3 times before reaching out to vendors. Where do you typically start your research for a future business purchase? Google 71.67% Bing 2.76% Yahoo 5.53% Social Networks 2.01% LinkedIn 2.51% Personal Networks 15.58% Sources: Salesforce Pardot 9

10 The Changing Buyer s Journey The Buyer's Journey Is Rapidly Changing The majority of the buying process is complete before a sales rep is engaged 57% Buyers source the majority of their information online (where historically they got it from sales) 67% B2B buyers prefer to receive content unique to their buying stage 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sources: CSO Insights, SiriusDecisions, Marketing Sherpa 10

11 Solving Top Marketing Challenges Top Marketing Challenges based on a survey of 6,399 participants from 141 companies, almost half from companies with less than $1M in revenue Generating traffic and leads Proving the ROI of our marketing activities Securing enough budget Managing our website Identifying the right technologies for our needs Targeting content for an international audience Training our team Hiring top talent Finding an executive sponsor 0% 10% 20% 30% 40% 50% 60% 70% Source: Hubspot, from The 2017 State of Inbound Report 11

12 VMware Partner Edge Sharpen You Marketing with Partner Edge

13 Marketing Packages for Partners: Evolution Integrated Campaigns Content, Programs, Integrated Campaigns H VMware Partner Edge H Integrated campaign One-size fits all Some customization Lower utility Robust marketing packages Broader set of offerings aligned to partner needs More customization Aligned w/ VMware direct campaigns One umbrella offering Full suite covering Content, Programs, Integrated Campaigns with analytics and lead management Flexibility for partners to execute on PDC or on your own platform 13

14 VMware Partner Edge Engage Prospects Drive Quality Leads Close More Deals VMware Partner Edge offers our partners, best-in-class marketing packages including content, programs, and integrated campaigns with analytics and lead management toolsets. Partners can: Stay relevant with updated content Leverage VMware and Partner-tested marketing packages to drive new opportunities Run campaigns on our platform OR theirs Accelerate sales Measure ROI 14

15 Aligning Partner Edge to the Buyer s Journey Customers and prospects exist in different phases of the buyer s journey. That s why Partner Edge provides tactics to help you succeed at every stage. AWARENESS Demand Generation Integrated Campaign Multi-Touch Content Syndication Web & Social CONSIDERATION Lead Nurture Webinars Partner-led Workshops Leads Calling DECISION Sales Acceleration Hands-on Labs Free Trials Assessments 1515

16 Partner Edge Benefits FULL COVERAGE EASY PROCESS BEST-IN- CLASS PROVEN SUCCESS Content, Offers, Templates, Programs, Campaigns Demand Generation for awareness Lead Nurture for consideration Simplified execution and automation Focus on driving quality leads and closing deals Offered in nine languages Match to buyer s journey Industry standard VMware-tested programs Partner adoption Bookings growth Bigger deal size Sales Acceleration for decision I like the fact that there is a standard bill of materials [for all campaigns]. I know what to expect. Really interesting to have an integrated platform that is flexible. I have not seen anything as complete. Anytime you can simplify to a single access point for marketing programs and campaigns, that s a good thing. 16

17 Partner Edge Package 5 Components 1 1 Content 2 Programs 3 Integrated Campaigns Website, Social Briefs White Papers s, Web, Social, Content Webinars, Workshops, Leads Calling HOL, Assessments Integrated Demand, Nurture, Acceleration Flow 4 Analytics 5 Lead Management Track Results Manage Leads Access Lead Scores 17

18 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Content and Bill of Materials Enablement Marketing Materials Sales Offers Campaign and Program Playbook Multi-touch edm Flows Landing Pages / Thank You Pages Direct Mail Print Online Banners (160x600, 300x250, 728x90) Social Media Copy Blocks Campaign Copy Doc Sales Guide Telemarketing Script Hands-on Lab Script White Paper ebook Information Brief Solution Overview Infographic Presentations Tech Tips Video 18

19 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Customize Your Marketing Material s, landing page, thank you pages, banners, and direct mail assets can be customized with your own partner logo, value proposition, and contact information. The lead header image on , landing page, and thank you pages can also be updated with your own brand color. As a best practice, be sure to leverage multiple Demand Generation assets for a true integrated effort. Online Banners CUSTOMIZABLE AREAS Areas highlighted in blue can be customized based on your preferences/information. s, Landing Pages Direct Mail 19

20 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Programs for Demand Generation, Lead Nurture, and Sales Acceleration Goals Demand Gen Programs Lead Nurture Programs Sales Acceleration Programs Multi-touch Web and Social Content Webinars Hands-on-Labs Assessments Partner-led Workshops Content Syndication Leads Calling 20

21 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Integrated Campaign Across the Buyer s Journey ell EMC/ Dell EMC Partners Service Provider 21

22 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Measure and Optimize Easily track results of your marketing efforts with Partner Edge Manage, monitor, and review campaign performance in real time and share campaign results all within a single intuitive dashboard. Service Provider Analyze the KPI of demand generation efforts. Access detailed data analytics and reporting, including the following metrics: opens, clicks, web views, web clicks, form submissions, and more. View campaign tactics separately or in an all-up view with the dashboard. 22

23 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Access Your Leads Two options for managing your leads with Partner Edge that allow you to reduce time and optimize your resources: 1 Integrate PDC marketing tactics with your marketing automation system, including SFDC, Eloqua, Marketo, Hootsuite and more. You can then easily send leads to your CRM platform: Salesforce, Microsoft Dynamics CRM, Sage CRM, Zoho CRM, SugarCRM, Saleslink. Service Provider 2 Use the VMware Partner Demand Center to manage, monitor, and review campaign performance in real time and share campaign results all within a single intuitive dashboard. 23

24 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Nurture and Convert Leads Managing lead activity is easy with Partner Edge. The Partner Demand Center allows you to: View metrics for each lead individually Update lead status to indicate where they are based on engagement Service Provider Analyze lead scores to determine next marketing offer Optimize and analyze marketing efforts 24

25 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Register Deals To Get Credit Register deals in VMware Advantage +, receive deal protection, extra discounts and higher margins. Tag your opportunity as yes for Development Funds Utilized Select Joint Marketing for the Opportunity Source Enter your campaign tag in Opportunity Description field Track and measure ROI Service Provider Partner: 1 Logs in to Partner Central 2 Goes to the Opportunity Registration tab 3 Clicks on Register a New Opportunity, 4 which links to this page Selects yes for Development Funds Utilized drop down field found under Registration Details 25

26 How to Use Partner Edge PLAN ENGAGE EXECUTE MEASURE Define marketing objectives Select marketing components Execute marketing tactics Review results and adjust Demand Generation Content Analytics Lead Nurture Programs Within partner s own marketing platform Leads Management Sales Acceleration Integrated Campaigns Using VMware Partner Demand Center Deal Registration 26

27 Packages Available Today on Partner Demand Center 5 Available in up to 9 Languages Modernize Data Centers Transform Security Empower Digital Workspace Get Ready for Extending to Public Cloud NSX HCI / vsan vsphere / vsom 6.5 Access today At partnerdemandcenter.vmware.com using Partner Central credentials

28 Timeline FY18Q2 FY18Q3 FY18Q4 May June July August September October November 5/1 5/15 6/1 6/15 7/1 7/15 8/1 8/15 9/1 9/15 10/1 10/15 11/1 11/15 MODERNIZE DATA CENTERS LAUNCHED MAY 8 TRANSFORM SECURITY LAUNCHED JUNE 5 EMPOWER DIGITAL WORKSPACE LAUNCHED AUGUST 7 GET READY FOR EXTENDING TO PUBLIC CLOUD LAUNCHED SEPTEMBER 5 PRODUCT REFRESH Q3 Q4 FY18 28

29 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Get Started Today Work with your PMM to choose suggested packages and execute You can also access the individual Partner Edge Package components directly through the VMware Partner Demand Center Service Provider LOG IN Visit click Login, and enter your Partner Central credentials. OR visit enter your Partner Central credentials, and click the Partner Demand Center link under the Marketing tab. ACCESS For Programs and Integrated Campaigns Select the Campaigns tab Click Browse Campaigns Use the filters and search for the product or solution focus area For Content Select the Collaterals tab Click Browse Use the filters and search for the product or solution focus area EXECUTE For Programs and Integrated Campaigns Select a program or the integrated campaign and click Details On the details page, select workflows to activate and execute For Content (from the details page) To execute on your own platform, download the campaign documents from the Reference Materials section 29

30 1 Content 2 Programs 3 Integrated Campaigns 4 Analytics 5 Lead Management Get Started Today Work with your PMM to choose suggested packages and execute You can also access the individual Partner Edge Package components directly through the VMware Partner Demand Center Service Provider ANALYZE For an all-encompassing marketing overview: Select the Analysis Tab View an overview dashboard of each activity or view metrics by activity type To analyze a specific program or campaign: Select Campaigns à My Campaigns à Select the Campaign Using the left-hand tabs, select Recent Activity or Analysis to view that campaign s metrics MANAGE LEADS For an all-encompassing marketing overview: Select the Contacts Tab View an overview dashboard of each contact and their lead score. Click on a specific contact to manage that lead. To manage leads from specific programs or campaigns: Select Campaigns à My Campaigns à Select the Campaign Using the left-hand tabs, select Leads to view and manage leads generated from that campaign. You can also integrate Partner Demand Center marketing tactics with your marketing automation system, including SFDC, Eloqua, Marketo, Hootsuite. You can then send leads to your CRM platforms like Salesforce, Microsoft Dynamics CRM, Sage CRM, Zoho CRM, SugarCRM, Saleslink. Go to Settings to learn more. 30

31 Partner Edge Tips to Maximize Success Engage your marketing team and work with your PMM to use Partner Edge effectively. Customize Partner Edge materials with your branding & messaging Partner Edge enables BOTH sales and technical people Frequent follow-up is extremely valuable in converting pipeline to sales Consider offering your marketing team an incentive to complete training or demand gen / sales acceleration activities Commitment from all parties ensures that plans get executed Regularly review progress against established milestones to ensure you are on track with your plan 31

32 Questions? For registration/access questions, For assistance with technical difficulties, 32

33 THANK YOU Confidential 33