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AMERICA MARKETING BACKUP LAUNCH PLAN

AMERICA MARKETING BACKUP LAUNCH PLAN. Executive Summary. Aligned Marketing Approach Across All Segments, Verticals and Geos in the Americas

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AMERICA MARKETING BACKUP LAUNCH PLAN

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  1. AMERICA MARKETING BACKUP LAUNCH PLAN ESG Quarterly Business Review

  2. Executive Summary • Aligned Marketing Approach Across All Segments, Verticals and Geos in the Americas • Emphasis on Alliances (VMware), Verticals (Public Sector, Telco, and Healthcare), Channel Enablement and Readiness, Install Base (Upgrades / Renewals), & Competitively Targeted Demand Gen • Major Launch Events & Platforms • Launch Day at SYMC (Press, Analysts, Customers, & Employees) • Largest Backup Event The World Has Ever Seen! – High Production Virtual Event • Movie Premier Launch Series – 12 Cities US & CAN • Live Channel Partner Simulcast and In-Person 20 Events • Competitive Veeam and Joint VMware Program • Co-Sponsored Events (User Groups, Seminars, Executive Briefings)Sales Relationship Building • Channel Enablement & Bundles • Call Blitz & Lead Gen Activities • Executive Briefing & Demos • Complete Technology Refresh for Key Influencing Named Account, Analyst, and Channel Briefings • High Impression Signage & Messaging

  3. Planning Inputs & Strategy

  4. AMS Marketing – Backup Launch Planning Inputs

  5. Market Opportunity (FY12 Plan Overlay) Backup Launch – Huge Component of Success!Americas Marketing FY12 2H Priorities Market Growth Addressable Market ($M) MOBILITY VIRTUALIZATION CLOUD • SAMG 6.0 Launch • Symantec .Cloud Solutions • DLP for Tablets Launch • Mobile Device Management (EPM) & Security • Backup Launch ( BE & NBU) • Joint VMware Program & “V-Ray” Messaging DEMAND GEN: SEP 12 Launch & Suite Upgrade Cont., eDiscovery (Clearwell) X-Sell, and Backup Exec Fast Forward Promotion

  6. Backup Launch Segmentation Sizing and Focus Backup Exec Install Base 492,026 NetBackup Install Base30,987 • AMS Install BaseAccounts • Primary ProspectAccounts 14,378 BE & NBU

  7. Marketing Treatment by Segment • Enterprise+ (Enterprise & Large Enterprise) • Solution & Compelling Event Focus • Account Based / Relationship Marketing • Vertical Marketing (Telco, Public Sector, Healthcare, Financial, etc..) • Comprehensive Funnel Marketing (Focus on Pipeline Acceleration) • Event (Seminars & Industry) • Direct Marketing (Email, Tele, & Direct Mail) • Data Segmentation (Account Intel, White Space, & IT Org Structure) • Retention / Cross-Sell / ELA Burn Downs • Alliance Marketing # of Acct: 60,139 Plan: 80% Avg. Deal Size: $121,431 • Commercial • Product & Renewal Focus • Channel Marketing & ISO Programs • Webcasts /Online Content Syndication • Advertising /Web Marketing / SEM & SEO • Public Relations • Direct Marketing (Email & Direct Mail) # of Acct: 98,100 Plan: 14% Avg. Deal Size: $26, 432 • SMB • Product & Renewal Focus • Channel Marketing • Advertising / Web Marketing / SEM & SEO • Public Relations • Direct Marketing (Email & Direct Marketing) # of Acct: 6.1M Plan: 6% Avg. Deal Size: $1,325 Presentation Identifier Goes Here

  8. Key Programs

  9. Virtual Launch DayLargest Backup Event the World Has Ever Seen! Email /Telemarketing Virtual Launch Event Backup Microsite Online Advertising SYMC Sales & Channel Partners Lead Qualification &Nurturing Social Enablement & Pipeline Acceleration White Papers Trialware Analyst Reviews SYMC.com & Sales

  10. Alliances • VMware Field Events • VMUGs • Toronto – February | 350 attendees (Platinum) - Austin – March | 300 attendees (Platinum) • VForums • Ottawa – January | Quebec – March • VMware Partner Exchange • Platinum Sponsor | 3,300 VMware Partners • Pre-Conference Partner Boot Camp • 10x30 Booth FY13 Planning – Symantec Proprietary & Confidential

  11. Alliances • Competitive – Veeam • Results for first month: • 5.5m impressions • 21K clicks • CTR .39% compared to industry average of .09% • CPC $4.88 • ZDNet and TechRepublic top two sites relative to impressions served and clicks generated • Sample ads on next two slides • Continued investment in Q4 to eclipse Veeam FY13 Planning – Symantec Proprietary & Confidential

  12. Demand Generation: Competitive DisplacementVeeam Competitive Program • Launched in first week of December in the U.S. • Targeted placements on virtualizations sites where Veeam is currently running FY13 Planning – Symantec Proprietary & Confidential

  13. Veeam Competitive Program FY13 Planning – Symantec Proprietary & Confidential

  14. Veeam Competitive Program FY13 Planning – Symantec Proprietary & Confidential

  15. Online Advertising Program • Focus Media Strategy: • Focus on Quality [of readers] vs. Quantity [of readers] • Implement “Engaged” reader strategy w/ Contextual, Discussion and In-Text Placements • Real-time semantic analysis of content to provide story-targeting capability Not site specific • Lean toward pay for performance vendors • Select Keywords and Sites based on Past 6 Qtrs Performance

  16. SEO Performance to date Backup & Virtualization keywords Symantec increased in total rankings 69%, from 16 to 27 rankings on pages 1 - 3. First page rankings increased 350%, from 2 to 9 Second page rankings decreased 42%, from 12 to 7 Third page rankings increased 450%, from 2 to 11

  17. Executive Briefing Center Program Executive Awareness • > 30 executive Briefings on NBU/BE & > 150 NBU demos • EBC Digital Signage Focus on NBU/BE Launch Creative Jan-Mar • EBC Technology Center building Parallel NBU 7.5 platform Demo to show side-by-side with NBU 7.0 • Host Analyst Relations Meetings and Demo sessions  • Local Partner "demo showcase" -- focused on hosting NBU 7.5 showcase   • Already in-place and Continuing: • Virtualization Backup highlights • Appliances (5020's and 5220's, BE) • Competitive Integration: DataDomain & VTL's

  18. WSJ Marketplace unit

  19. WSJ Marketplace unit | placement details • PRINT • Front cover of Marketplace Section • Runs every Thursday throughout 2012 with the exception of the Thursday of Thanksgiving (51 insertions) • Technology and small business editorial are regular columns on this day • ONLINE/TABLET • 300x250 online banner throughout the site • 210x175 and 555x206 placements on Marketplace section of iPad version

  20. NAM Airport Hubs

  21. THE DETAIL http://stg-www4.symantec.com/mktginfo/htmlpages/Backup_Launch_Dashboard.html ESG Quarterly Business Review

  22. Field Marketing Event Plan

  23. End-User Direct and Demand Gen Plan

  24. Public Sector Marketing Plan

  25. Alliance Marketing – DELL PLAN

  26. Alliance Marketing – HP PLAN

  27. Alliance Marketing – VMware Plan

  28. Americas Channel Marketing Plan

  29. Americas Channel Marketing

  30. Americas Channel Marketing Plan

  31. Americas Channel Marketing

  32. Public Sector Marketing Plan

  33. APPENDIX

  34. Planning Inputs By Product Family

  35. Thank You!

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