2012 Global Campaign #2 – Applications Campaign implementation guide

1. 2012 Global Campaign #2 – ApplicationsCampaign implementation guide Brian MacDonald, WW Partner Marketing July, 2012

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

3. Help Generic guidelines, contacts & information for your campaign implementation • Partner Central • Marketing Initiatives • HP Application Transformation Initiative • 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 Background Concept Messaging

7. Campaign background • Initiative supported: • 2012 Global Campaign #2 - Applications • Target audience: • Primary target – IT Application Executives who are tasked with creating the strategies and people, process and IT infrastructure software solutions to enable applications to be delivered faster that meet the needs of the business and continue to operate, scale and deliver as access and usage grows via proliferation of mobile devices. • Titles: VP of Applications, CIO, PMO, Director of QA, VP of Operations • Secondary target – Practitioners focused on delivery of the executive-led strategy through the audit, recommendation, design, development and implementation of products and services. • Titles: PMO-Portfolio Manager, Project Manager/Scrum Master, QA Manager, Development Manager, QA Execution/Tester, Performance Engineer

8. Campaign background Initiative supported: 2012 Global Campaign #2 - Applications Objectives: Ultimately, the campaign should drive awareness and demand for HP Application Transformation solutions including software and services that help enterprises embrace, develop and take advantage of mobile and cloud platforms. The drive to deliver new mobile and cloud based solutions while continuing to maintain support for existing applications will demand that IT departments re-evaluate and evolve their “business as usual” methods when it comes to application planning, development , testing and delivery. Success is enhanced when organizations couple the new approach with an enterprise-wide assessment to plan for their application modernization efforts. The campaign will highlight HP’s best practices for businesses facing the need to adopt new technology (mobile) and faster solution delivery (cloud) in their application landscape, emphasizing how to assess, modernize and manage application portfolio.

9. Campaign background HP application transformation involves the following three core phases: Assess - analyze your portfolio and map it to tactical and strategic goals Project and Portfolio management HP Systinet Modernize –transform using a portfolio of proven techniques Application Lifecycle Management (HP ALM) HP ALM on software-as-a-service HP Unified Functional Testing with Perfecto Mobile Mobile performance testing with HP performance center or HP LoadRunner integrated with Shunra network emulation HP Service Virtualization HP Fortify software security suite Manage - plan for the "production state" of the application, including security, reliability and performance to business and end user demands Application Performance Management (APM)

10. Campaign background Call to action: Executive: White paper: “Get your apps in order for mobile and cloud business" White paper: “Applications rationalization for enterprise agility” Additional value add white paper: “Five mobile application challenges for IT" On Demand Web event: “Accelerating innovation through application lifecycle management” Practitioner: White paper: “Seven best practices for business-ready applications" White paper: “Shorten release cycles with HP application lifecycle management” Additional value add white paper : “Survival guide for testing modern applications” On Demand Web event: “Perform better in a hybrid cloud world”

11. Campaign concept • Value proposition: • A flexible, modern environment supporting IT and the business working together to assess, plan, define, develop, test and deploy mobile and cloud based applications that address the immediate business needs while enabling on-going innovation throughout the enterprise. • Customer insight/rationale: • There is no hiding from the increasing demand to migrate and re-architect applications to mobile devices and the cloud. IT departments don’t have enough resources to effectively address modernization. Yet the pace of business demand and complexity of new technology are reaching levels never seen before. IT cannot risk delaying modernization while slowly planning a massive transformation. They need to get ahead of this technology transition now. • Masthead: • Imagery: • Two images were used for alternatively between both executive and • practitioner touches to provide a sense of variability between the touches

12. Message map

13. Campaign tactics Core

14. Campaign Syndication Program Flow Customer journey – Existing contacts Awareness Consideration Email touch1- Download white paper:“Get your apps in order for mobile and cloud business” Email touch2- Download white paper:“Applications rationalization for enterprise agility” Email touch 3On-demand web event: “Accelerating innovation through application lifecycle management” Executives Load partner list Qualification Send personal email and/or follow-up with phone call (email template and call guide available) Email touch1- Download white paper:“Seven best practices for business-ready applications” Email touch2- Download white paper:“Shorten release cycles with HP application lifecycle management” Email touch 3On-demand web event: “Perform better in a hybrid cloud world” Practitioners Load partner list

15. Campaign Syndication Program Flow Customer journey – New contacts Awareness Consideration Email touch1- Download white paper:“Get your apps in order for mobile and cloud business” Email touch2- Download white paper:“Applications rationalization for enterprise agility” Email touch 3On-demand web event: “Accelerating innovation through application lifecycle management” Executives On-line ador purchase list Add partner list Qualification Send personal email and/or follow-up with phone call (email template and call guide available) Email touch2- Download white paper:“Shorten release cycles with HP application lifecycle management” Email touch 3On-demand web event: “Perform better in a hybrid cloud world” On-line ador purchase list Email touch1- Download white paper:“Seven best practices for business-ready applications” Practitioners Add partner list Note: Additional fees may apply for Google Ads or list purchases

16. Apps touches and offers

17. Email - Executives Email eDM EXEC WP Touch 1 • Subject line: • HP: Mobility, Cloud drive app transformation now • Offer: • "Get your apps in order for mobile and cloud business" Email eDM EXEC WP Touch 2 • Subject line: • HP takes aim at application sprawl • Offer: • "Applications rationalization for enterprise agility” • "Five mobile application challenges for IT"

18. Email - Executives Email eDM EXEC On-Demand WEB Touch 3 • Subject line: • Learn how HP can help you accelerate innovation • Offer: • “Accelerating innovation through application lifecycle management” webinar series: • Funding Innovation Through Application Portfolio Management • Transforming Application Development: Bringing Development and Testing Closer Together Through Application Lifecycle Intelligence • Transforming Application Development Through Service Virtualization • Is Testing Slowing Your Business Down? Email eDM EXEC On-Demand WEB Confirmation • Subject line: • Your HP web event • Offer: • “Accelerating innovation through application lifecycle management” webinar series

19. Email - Executives Email eDM EXEC WP Sales 1:1 • Subject line: • HP drives app transformation for cloud, mobile • Offer: • "Get your apps in order for mobile and cloud business"

20. Email - Practitioners Email eDM PRAC WP Touch 1 • Subject line: • HP offers seven best practices for better apps • Offer: • “Seven best practices for business-ready applications" Email eDM PRAC WP Touch 2 • Subject line: • Deliver faster with HP software • Offer: • "Shorten release cycles with HP application lifecycle management” • “Survival guide for testing modern applications”

21. Email - Practitioners Email eDM PRAC On-Demand WEB Touch 3 • Subject line: • HP demystifies cloud applications • Offer: • “Perform better in a hybrid cloud world” webinar series: • Application Lifecycle Management • Project Execution • Mastering Composite Applications • Mobile Applications and Security Email eDM PRAC On-Demand WEB Confirmation • Subject line: • Your HP web event • Offer: • “Perform better in a hybrid cloud world” webinar series

22. Email - Practitioners Email eDM PRAC WP Sales 1:1 • Subject line: • HP offers seven best practices for building apps • Offer: • “Seven best practices for business-ready applications"

23. Landing page experience – white paper Email • Practitioner LP WP touch 1 • Practitioner LP WP touch 2

24. Landing page experience – web event Email • Executive LP WEB touch 3 • Practitioner LP WEB touch 3 • LP WEB touch 3 Email confirmation

25. Call guide: Call guide

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 2012 Global Campaign 2 – Applications Select the Executive Email program or Practitioner Email program or both Select your Recipient (contact) list Activate the program Campaign Syndication Execution

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