2011 a/nz cloud solutions for smb 20 july

Copyright 2009 Trend Micro Inc.Classification 7/29/2011 1

A/NZ Cloud Solutions for SMBH2 Campaign (incl Executive Breakfast)

Copyright 2009 Trend Micro Inc. 19Copyright 2009 Trend Micro Inc.Classification 11/30/10 19

Focus Areas

1. Drive more transaction metrics between

Trend/Reseller Channel/End Users (PUSH)

Enhance communication focus under Retention/Engagement

2. Need to grow End User customer through PULL

Strategies

Adding end user focus under Recruitment/ Awareness

3. Improve Trend Micro perception as Security Leader

that exploits Cloud Security to deliver best solutions

Enhance Thought Leadership focus under Relationship/TL.

Copyright 2009 Trend Micro Inc.

Why is Cloud Solutions important?

Classification 7/29/2011 3


2H Campaign Focus:Cloud Solutions for SMB

Partner Experience

Events

Joint Marketing

Corporate SB page

Partner Portal

Marcomm & merchandise

End User Experience

Events

AR/PR deliverables

Corporate SB page

Add a focus on customer references

Marcomm & merchandise

Thought L‟ship Experience

Increase AR/PR

exposure

Bi-line articles

Media engagement

SB blog presence

Topical news commentary

Cloud Solution Themes

must be

present and echoed

on all external

communication

touch points.


H2 SB Campaign Elements: “Cloud Solutions for SMB”

• PR/Analyst engagements on SSFB

– Point of review and by-line articles

– Online community presence (eg: blogs)

• Communications

– Edm to Navision customers

– E-banner to CNET prospects

– Edm to TM resellers, Disti to prospect resellers

• Events – Reseller and End Users

– PR on Cloud Solutions for SB

– Landing Page Microsite -> Web site

• Post Event Communications

– Resellers

– End User Classification 7/29/2011 5


Cloud Solution for SMB H2 Engagement Plan


PR & AR

in market

Speaker

Content

PR & AR

Interviews

Press

Post Event

Event Launch

Mid Aug

GA SSFB

Mid Jul

Post

EventEarly

Jul

Reseller Activities

-Webinars,

- eDM invites

-Follow-up RSVP

-Pre-event advertising

- Channel Newsletter

End User Activities

- eDM invite

- Follow-up RSVP

-Website/Microsite

Advertising

Reseller Activities

- Post event eDM

-Benefit of Cloud Solution

eDM & advertising

- Portal tools for reseller

-Channel Newsletter

- Website/Microsite

- Webinars

- Promotion follow-up

End User Activities

- Post event eDM

-Benefit of Cloud Solution

eDM

- Website/Microsite

- Promotion follow-up


Cloud Solutionsfor SMB

Have you heard the news?

Attend our event and find out how you can utilise

Trend Micro Cloud solutions designed for SMB to

help cost effectively share and collaborate your

data in a secure cloud.

Register

Todayto attend an cloud solutions event near you

1. Please use the following creative/imagery.

2. For homepage or where there is a rotating banner:

Please remove all text on the left and also the sign in button on the top right.

Add text

(header) – Cloud Solutions for Small Business Market

(body) – for businesses that want cost effective, convenience and secure

cloud solutions

(Registration button) - Register Today

(Add Information) - to attend a Cloud Solution event near you

3. For the SSFB banner on the microsite:

(body) - Attend our Cloud Solution for Small Businesses event and be the

first to review our cloud solutions that redefines online file storage

management

(Registration button) - Register Today

(Add Information) - to attend a Cloud Solution event near you


Engagement Model for Reseller/End Users


Target Audience Australia (Sydney/Melbourne) New Zealand (Auckland)

Current End User Customers Navision - 7389 Navision - 328

Expired Customers Navision - 4539 Navision - 330

ZDNet - 4200 ZDNet - 800

Prospects Direct Marketing - 600 Direct Marketing - 600

Affinity Partner - 2446 Affinity Partner - 753

Current Resellers

ARN - 11,000 + cir Reseller news - 3000+ cir

Prospective Resellers


End User Prospecting Lead Generation

CNET Prospecting

• Lead Gen to target audience across multiple IT job categories and co sizes

• Awareness and brand exposure to 13,000+ SB prospects

• Estimate 20% open rate, industry average

• 100% 3rd party opt-in email

• Event Audience Generation

• Online Community Engagement and Development

• Opt-in Email Acquisition

• Customer Profiling via 3-5 questions on rego page

• Generate highly qualified sales leads

• Database refresh, contact and opt-in acquisition



Invitations: Reseller Versionand End User Customer /Prospect Version


http://onlinerego.com/TrendMicro/2011/SME/Reseller/Trend_SME_resellerDM_03.htmhttp://onlinerego.com/TrendMicro/2011/SME/End_User/Trend_SME_Enduser_v4eDM.htm

http://onlinerego.com/TrendMicro/2011/SME/Reseller/Trend_SME_resellerDM_03.htm



http://onlinerego.com/TrendMicro/2011/SME/End_User/Trend_SME_Enduser_v4eDM.htm




Trend Micro e-Newsletter to resellers



Invitation RegistrationPages


http://swsonline.com.au/tre

ndmicro/smecloudsolution/

about/


Agenda of Events – End User/Reseller



Key Note Speaker - Graeme Philipson

• Graeme Philipson, Research DirectorGraeme is founder of Connection Research. He has been in the IT industry for 30 years, as a technology market researcher and journalist. He heads up the company's research activities in fields including SMB IT technology, digital technology, home automation, and the sustainable technology..

• Graeme was a founder of Strategic Publishing Group (SPG), and founding editor of MIS magazine. He built SPG's research arm across Asia Pacific before its acquisition by Gartner, when he became Gartner's Asia Pacific Research Director.

•

• Connection Research undertakes primary research (surveys of users and their value chains), conducts market modelling analyses (combining our primary data with other sources) and consultancy in a number IT and technology fields. Connection Research operates out of Sydney with Research Associates in London, Copenhagen, New York and Singapore.

•



Event Signage Draft Options



Rob Livingstone – Cloud Specialistbook offered as prize for attendance

• Rob Livingstone is a respected and experienced CIO, with over 33 years of professional experience in the Corporate world, the last 16 of which were as Oceania CIO in a number of multinationals.

• Rob is the principal and owner of Rob Livingstone Advisory Pty Limited, a highly regarded niche Advisory practice based in Sydney, Australia

• Rob‟s book “Navigating through the Cloud – A plain English guide to surviving the risks, costs and governance pitfalls of Cloud computing„ is due out in August 1st, 2011

• Rob also writes a monthly column in CIO Magazine, under the moniker of „The Accidental CIO‟. His first column appears in the September/October 2010 edition with the controversial article entitled “What do Cloud computing and a sub-prime mortgage have in common?”


http://www.rob-livingstone.com/

http://www.rob-livingstone.com/

http://navigatingthroughthecloud.com/






http://www.cio.com.au/

http://www.cio.com.au/

http://www.cio.com.au/blog/accidental-cio/2010/09/01/what-do-cloud-computing-and-sub-prime-mortgage-have-common/






Thought Leadership Repositoning for SMB

• Revamping content from Web SB Overview page to focus on cloud solutions instead of being product centric


As requested:

http://us.trendmicro.com/us/trendwatch/cloud/consumer/index.html

http://us.trendmicro.com/us/trendwatch/cloud/consumer/index.html


Post Event Landing Page for Attendees and Non Attendees


End User Resellers


Post Event Webinars

• End User

– For non attendees and SA, WA, Qld

– Cloud Solutions for SMB Webinars

• Reseller

– For non attendees and SA, WA, Qld

– Content of CS4SMB

– How to sell Cloud solutions• WFBSS, HES, SSFB, Other



End User Prospecting for Selected Resellers – by Disti ITX


itX Prospecting

• Engagement of end users with 50-99 employees

• Cloud Solutions event, SPA Promotions

• Selling TM resellers as security advisors

ActivityActivity Cost

Unqualified Leads

Projected Qualified Leads ADS

Covert to Wins

Projected New Revenue Forecast ROI

itX Leads Generation (focus on 50-99 Promotion Funnel

$ 4,375.00 1200 120

$ 1,144.00 12$ 13,728.00 3.1 itX Leads

Generation Cloud Solution for SB Funnel $ 500.00 30

$ 15,000.00 3.4

$ 4,375.00 $ 1,644.00 $ 28,728.00 7


Cloud Solution for SMB: H2 Program


Activities July August September October November

Trend Micro 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Public Relations x

Analyst Review x

Event Invite - eDM x x x x

Follow-up RSVP - eDM x x

Channel Newsletter x x x x x

Webinar - reseller x x x x x

Channel Advertising - Invite x x

Event x x

Post event - eDM x x

Post Event Promotion - eDM x x x x

Post Event Benefits of Cloud Solution -eDM x x x x x x

Post Event Benefits of Cloud Solution -Advertising x x x x

Website & Microsite - pre event communication x x x x

Website & Microsite - post event communication x x x x x x x x x x x x x x

Distributors

Event Invite - eDM x x x x

Newsletter product launch - itx x

Quote Banner - itx x x

Copyright 2009 Trend Micro Inc. 2Copyright 2009 Trend Micro Inc.Classification 11/30/10

2011 Plan

2

Sm

all

Bu

sin

es

s

1Q

New Reseller

End User Existing Reseller

Trial Conversion

2Q 3Q 4Q

IPA Industry Associations

25 -99 User H SB Focus

PowerBuy – Horizontal

Advertising

Web Trial Conversion Program

6 - 20 Promotion

Dell Trial Upsell Conversions

New Welcome Letters

New Reseller Recruit/ Revitalisation Program

Selling Cloud Solution for SMB

Cloud Solutions for SMB


Product Focus for ISR Engagement

• Worry Free Suite

• HES

• Safe Sync

• DLP

• Cloud Solution

• Safe Sync for Business, HES, WFBS Hosted

• Full Virtualisation /Gateway solutions

• Worry Free Suite

– Incl WFBS Premium

• DLP

• Mobile



Traditional Reseller Promotion matrix forNew New Prospects


Resellers

Dormant New CIW Re vitalised 1 to 6 6 to 20 20 to 50 50 - 90 90 plus

CUSTOMERS

50 - 100 users

25 - 50 users

10 - 25 users

2- 10 users

50 -99 User 40% solutions

New reseller

incentive

Pgm

WFBS Premium

Cloud Solution for Small Business

(New Safe Sync for Business,

HES, WFBSS/Hosted)


Channel Support – Lunch’n’Learn, Webinars and Affinity Portal Revamp

• Programs to increase Affinity Portal visits & login– Update the Affinity portal to increase “value add” for key resellers

– Re-activation Program: Sending out the comms to existing Channel Partner (that sell to SB) to the encourage engagement

– Linkage with Channel e-newsletter <->Affinity partner portal <-> LunchNLean/webex program

• Improve Webinar series program

– Improve Webinar program

– Provide Portal archive of Webinar sessions (US, ANZ) .

• Focused FAST LANE Content in Affinity Portal for SB Reseller Recruitment

– Provide ease of use Portal Micro-site for new resellers

– Backend Automation Process to update Siebel Database

– Develop new resellers program for key engagements

• Signup of program

• Download NFR

• Activation of NFR

• First sale



Reseller Recruitment – Fast Lane


http://apac.trendmicro.com/apac/in/fastlane/

Scalable, Easy to localize

to different territories

Easy to download

registration data

Video Streaming to

advocate program benefits

Copyright 2009 Trend Micro Inc. 2Copyright 2009 Trend Micro Inc.Classification 11/30/10

Linked Activities to Focus

2

Focus Area #1 Focus Area #2 Focus Area #3

Reseller (PUSH) End User (PULL) Thought L’ship Cloud Solution Event Ö Ö Ö

Vertical Industry Program (eg: IPA) Ö Ö Ö

Analyst & Public Relations (eg: by-line article, blogs, product

reviews, analyst & media engagements)

Ö Ö Ö

Corporate website update (eg: SB section) Ö Ö Ö

Promotions - 25-99 offer Ö Ö

ISR Support (eg: sales script, info repository) Ö Ö

Case Study Ö Ö

Promotions - 10% off SSFB for install base Ö

Promotions - $50 off event attendee Ö

End User Communication (eg: microsite, eDM, events) Ö

Promotions - $500 reseller rebate Ö

Revamp Partner Recruitment Program Ö

SB Leads Generation (eg: CNET, itX) Ö Ö

Reseller Enablement (eg: webinar, event calendar, eDM,

newsletter, partner portal revamp, MDF investment)

Ö

Marketing Support / Converting Dell OEM to S&P Sales Ö

Marketing Support to Distribution (eg: MBO‟s, improve MDF

investment)

Ö

Activities


Dell SB Upsell Opportunities

• Focus on Dell SMB S&P (Software & Peripheral) business team.

– Exploit OEM , Call Centre Training

– Awareness achieved in media buy in Dell Catalogues

– Engage with Dell in interlocking with Dell‟s new global “Layered Security” strategy

– Solutions Days with ANZ team

• Incentive for Dell sales team to upsell

– Training of Dell teams

– Incentive program for Call Centre teams

• ANZ and India

• Potential Shared End user Event Series Q4

– Keynote Speaker at Cloud Solutions for SMB


A/NZ SB Marketing for H2- Summary

• Reseller Positioning

– Cloud security /. Clooud Solutions Thought Leadership& Event Series

• Call Focus

– Key resellers focus (Pareto Rule), Reseller trading focus /program

– ISR training and support program (customer care, products, business)

– Drive new new reseller engagement (eg Fast Track micro site, recruitment programme )

• Marketing Focus

– Reduce scattered prgm and focus on few significant strategies

– Better quality channel engagement

• Target market

– Segmented Approach

– 10- 50, 50+ users business

– Focus on engageng in all product they need

• End User Focus

– Change attendance at industry events - >End user to our events

– Cloud solutions & Cloud Security Classification 7/29/2011 29


A/NZ MRC Channel Co-Marketing Portal



Global Safe Sync Reseller engagement edm content



APAC Safe Sync promotion to resellers



Reseller Portal Content for DG

• Exploit EMEA campaign content - > ANZ MRC SMB Cloud Computing

• linked to affinity portal – Safe Sync for business content https://campaigncentre.trendmicro.eu

• Username: [email protected]

• Password: Trend3564963


https://campaigncentre.trendmicro.eu/

https://campaigncentre.trendmicro.eu/

mailto:[email protected]


Emea Edm for Reseller DG to End Users



Deliverableshttps://campaigncentre.trendmicro.eu/External/TrendMicroCoD/Assets/Insider%20Risks%20-%20Protect%20Your%20Business.pdf


2011 a/nz cloud solutions for smb 20 july

Business

cloud solutions event

cloud solution event

trend micro perception

textheader cloud solutions

secure cloud

cloud solution webinars

end user focus

cloud solutionsfor smbhave