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WW Partner Marketing November, 2012

2012 Global Campaign – Operations SecOps : Linking the Security Operations Center and Network Operations Center for better collaboration Campaign implementation g uide. WW Partner Marketing November, 2012. Content. Help Translations Campaign Overview Campaign Tactics – Core

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WW Partner Marketing November, 2012

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  1. 2012 Global Campaign – OperationsSecOps: Linking the Security Operations Center and Network Operations Center for better collaborationCampaign implementation guide WW Partner Marketing November, 2012

  2. Content Help Translations Campaign Overview Campaign Tactics – Core Customer Journeys, Ops Touches and Offers

  3. Help Generic guidelines, contacts & information for your campaign implementation • Partner Central • HP Business Service Management • HP Arcsight • Marketing Initiatives • Marketing Insights

  4. 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

  5. Translations Campaign Syndication programs will be available in the following languages

  6. Campaign Overview

  7. Campaign Overview Background • The upcoming Ops campaign for Q1 will emphasize HP’s offering for firms seeking to reap the full benefits of cloud services while ensuring risks and security concerns are minimized. • The campaign is intended to drive awareness and generate leads for both the Business Services Management (BSM) and ArcSight Logger solutions. • The integration of these two solutions grants operators greater visibility into more events for enhanced resolution, as well as to link together the Security Operations Center with the Network Operations Center for better collaboration. Objectives • Establish HP as the leader in securing cloud environments and providing visibility into the health of the entire IT infrastructure • Generate upsell pipeline for ArcSight Logger into BSM install base • Generate upsell from APM/BAC to BSM, and net new BSM

  8. Campaign Overview Target The campaign will focus on a single track, communicating to both the traditional Executive and Practitioner audiences, (i.e., The CIO’s direct reports on down through the IT organization). This change means we will need to balance the higher-level, strategic message with the “how-to” implementation message - especially during the initial communication tactics

  9. Campaign Overview

  10. Sales Play Alignment Sales Play Targets: BSM/SecOps: Upsell BSM to APM and BAC customers Upsell Logger to the BSM customers

  11. Campaign Concept • Value Proposition • Integrating BSM and Logger increases threat identification, makes innovation easier, and decreases cost of ownership because only one system is required rather than two. Logger will obtain visibility into areas that are already instrumented by BSM, including items such as databases and application systems. BSM analyzes new types of hard-to-get performance data, such as the number of system error messages generated as a function of time, and other data that is only accessible through Logger. The integration of Logger and BSM creates a synergistic system that improves decision-making, as well as the security of the enterprise. • Customer Insight/Rationale • Technology advancements, the boom in end-user data and information generated by a diverse array of apps running on- and off-premise needs more complex IT management performance. • Masthead • Pre-header and sub-header- example: • Imagery • Different images were used for each touch to provide • a sense of variability between the touches- example:

  12. Message Map • SW Message • Always Perform Better • Campaign Message • By integrating ArcSight Logger and BSM (which brings unstructured data into your monitoring tools), you will be able to better manage and secure your emerging cloud-based enterprise end-to-end. • Customer Benefits • Integrating BSM and Logger increases threat identification, makes innovation easier, and decreases cost of ownership because only one system is required rather than two. Logger will obtain visibility into areas that are already instrumented by BSM, including items such as databases and application systems. BSM analyzes new types of hard-to-get performance data, such as the number of system error messages generated as a function of time, and other data that is only accessible through Logger. • The integration of Logger and BSM creates a synergistic system that improves decision-making, as well as the security of the enterprise.

  13. Campaign Tactics

  14. Campaign Syndication Program Flow Customer journey – Existing contacts Awareness Consideration Email touch1- On-demand web event:“Finding Agility in the Age of Applications” Email touch2- Download white paper:“Unifying Security and IT Operations” Email touch 3/4On-demand web event: “Top 10 Tips for Effective 'Security + Operations' Collaboration” Plus Confirmation Email touch 5- Download white paper:“Four Steps to Automate Compliance and Minimize Your Risks” Load partner list Qualification Email touch 6- Download customer study:“Customers Validate Value of HP BSM” Email touch 7- Offer to schedule BSM demonstration Send personal email and/or follow-up with phone call (email template and call guide available) Each touch can also be also be promoted through

  15. Campaign Syndication Program Flow Customer journey – New contacts Awareness Consideration Email touch1- On-demand web event:“Finding Agility in the Age of Applications” Email touch2- Download white paper:“Unifying Security and IT Operations” Email touch 3/4On-demand web event: “Top 10 Tips for Effective 'Security + Operations' Collaboration” Plus Confirmation Email touch 5- Download white paper:“Four Steps to Automate Compliance and Minimize Your Risks” On-line ador purchase list Load partner list Qualification Email touch 6- Download customer study:“Customers Validate Value of HP BSM” Email touch 7- Offer to schedule BSM demonstration Send personal email and/or follow-up with phone call (email template and call guide available) Note: Additional fees may apply for Google Ads or list purchases Each touch can also be promoted through

  16. Email (1-2) eMail Touch 1 • Subject Line : Rethink security with Forrester Research • Primary Offer: Web event “Rethink Security” with Forrester Research” • Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 2 • Subject Line : Why big data security thrives on collaboration • Primary Offer: Read the HP white paper Unifying Security and IT Operations. • Secondary Offer: Partner Discover Performance Newsletter.

  17. Email (3-4) eMail Touch 3 • Subject Line : Cyber-security incidents up 650%—are you ready? • Primary Offer:HP Web event, "Top 10 Tips for Effective 'Security + Operations' Collaboration.“ • Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 4 Confirmation • Subject Line : Thank you for your HP Web event registration • Primary Offer: You are now registered for the HP Web event, "Top 10 Tips for Effective 'Security + • Operations' Collaboration.“ • Secondary Offer: Partner Discover Performance Newsletter.

  18. Email (5-6) eMail Touch 5 • Subject Line : Avoid the high cost of non-compliance • Primary Offer: White paper Four Steps to Automate Compliance and Minimize Your Risks • Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 6 • Subject Line : Reduce network outages up to 50% with HP BSM • Primary Offer: Research study Customers Validate Value of HP BSM • Secondary Offer: Partner Discover Performance Newsletter.

  19. Email (7) eMail Touch 7 • Subject Line : HP Business Service Management Demonstration • Primary Offer:Offer to schedule BSM demonstration. • Secondary Offer: Partner Discover Performance Newsletter. eMail Sales 1:1 • Subject Line : Data center security thrives on collaboration • Offer: Read the HP white paper Unifying Security and IT Operations.

  20. Landing Page Experience (1/4) eMail, etc. • Touch 2 Landing and Thank YouPage

  21. Landing Page Experience (2/4) eMail, etc. • Touch 3 Landing and Thank YouPage

  22. Landing Page Experience (3/4) eMail, etc. • Touch 4 Landing and Thank YouPage

  23. Landing Page Experience (4/4) eMail, etc. • Touch 5 Landing and Thank YouPage

  24. Landing Page Experience (Discover Performance) eMail, etc. • Discover Performance newsletter Landing page

  25. Operations Follow up kit ops_followup_kit.zip This kit contains a sales call guide, call script, email script, voicemail script, sales plays (cross-sell/up sell) and battle cards to support telemarketing/telesales follow-up programs. Call guide Call script Email script Voicemail script

  26. 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 Global Campaign – Operations (SecOps) Select the Executive Email program or Practitioner Email program or both Select your Recipient (contact) list Activate the program Campaign Syndication Execution

  27. Thank you

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