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Backup Launch NAM SMB End User Plan

Develop integrated marketing programs for new customer acquisition, competitive displacement, and customer retention in SMB segment. Focus on driving new license growth and growing prospect database through online and offline activities. Enhance sales alignment and execute launch plan with targeted marketing activities including events, online promotions, and direct marketing initiatives.

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Backup Launch NAM SMB End User Plan

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  1. Backup Launch NAM SMB End User Plan Lesley Phillips SMB Marketing Programs Manager December 2011

  2. Launch Focus Areas – Backup Exec 2012, Backup Exec SBE, Backup Exec .Cloud Customer Acquisition • Drive new license growth through new customer acquisition and competitive displacement. Customer Retention • Develop integrated marketing programs focused on upgrade, x-sell, and renewal offers. Grow Prospect Database • Define backup and grow SMB marketing database through integrated online and offline activities December 2011

  3. SMB Data Protection and Management Bookings Goals for FY 12 December 2011

  4. Marketing Treatment Small Biz (sub 100) Owner, IT Admin Lower Mid (100-250) IT Admin SIT Very Small Biz (sub 50) IT Consultant Owner Backup Exec.cloud Backup Exec 2012 Small Business Edition SMB Backup Market 6.1M accounts $1,3325 average deal size 39% of regional plan Backup Exec 2012 December 2011

  5. Regional Events – Better Backup For All IT Admin Consultant Owner Live launch event 1/25 Field events Feb-March Online 2/8 2/23 SMB business matchmaker 2/23 3rd party December 2011

  6. Direct Marketing – Expand and Retain December 2011

  7. Online Marketing – Engaged Target Events WP/Reports Videos Assessments Trialware December 2011

  8. Sales Alignment – Inside Sales • Communication • Blitz day – March • Incentives Q4 FY12 $1.5M 39% • SMB ISO Team December 2011

  9. Launch Plan Execution Timing Regional End User Marketing Activities Ongoing Demand Announcement Availability • Demand gen for new licenses and upgrades and X-sells • Direct marketing • Online promotions • Social / Communities • Events/webcasts • Live launch event • Simulcast Virtual launch events • SYM. Deep dive Webcast • Field & 3rd party events • newsletters • Field & 3rd party events • Direct Marketing – Tool Kit & Trialware • Online demand gen – product page • ISO Blitz Q1 FY13 GA March 5 2011 Launch February 6 2011 December 2011

  10. Activity Details

  11. Backup Exec, Backup Exec 2012 SBE, Backup Exec.cloud Launch Plan Objectives 11

  12. Direct Marketing – Customer Acquisition & Upgrades December 2011

  13. Direct Marketing-Competitive Take Out December 2011

  14. Direct Marketing – Customer Retention December 2011

  15. Events – Field and 3rd party December 2011

  16. Events – Business Matchmaker December 2011

  17. Events Cross Campaign December 2011

  18. Online Marketing – Tech Sites & Search Data Protection Management

  19. Online Marketing - Newsletters Data Protection Management

  20. Sales Alignment Data Protection Management

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