DNS Arrow Marketing Supporting our partnersevery step of the wayFrances NorfolkNetApp Marketing Manager DNS Arrow

Agenda

• Introduction – Roles and responsibilities – Overview of marketing support and services – Funding

• Key messaging & programmes– Go to market positioning– Solutions– MSE marketing package

• Marketing planning– Strategic/tactical – What works?– Success

• ROI– Figures– Measurement

Roles and responsibilities

Fiona VickersChannel Marketing Manager - NetApp fiona.vickers@netapp.com

Frances NorfolkNetApp Marketing Manager – DNS Arrow frances.norfolk@dnsarrow.co.uk

Jaimini KarsanNetApp Marketing Executive - DNS Arrowjaimini.karsan@dnsarrow.co.uk

Sian Owen Marketing Finance Administrator - DNS Arrow sian.owen@dnsarrow.co.uk

Supporting our partners every step of the way

DNS Arrow channel marketing support

Virtual Marketing Manager

• Create marketing direct mailers, emailers online in an instant and have access to relevant supporting materials

• A simple-to-use activity planner to schedule campaigns

• Resource library of brochures, white papers, logos, images, solution guides, branding guidelines and more

• Reporting functionality to provide ROI reports quickly

• Direct to print functionality

Login: julie.gibbs@dnsarrow.co.ukPassword: g1bb5

Solution marketing ready for adoption

Campaign Express – Access to Marketing

7

Easy to Use –4 Step Process

View Order History

Choose from NetApp or plain

templates

View Work in Progress

Campaignsvia

Shopping Cart

www.partnermarketingdesk.com

8

DNS Arrow & NetApp marketing portals

Partner Deskhttp://www.partnermarketingdesk.com

Campaign ExpressAccessed via NetApp Field Portal

Virtual Marketing Managerhttp://www.dnsarrowvmm.co.uk/

Tailored marketing support to suit partner’s exact requirements

Easy to use online marketing tool Contains nearly all of the features of both Campaign Express and Partner Desk in one easy to use established portal within the channel

Benefit from experience of NetApp’s own EMEA marketing Agency

Create and deliver NetApp campaigns online in minutes

Activity planning tool creates ‘to do’ task list and campaign timeline

Comprehensive range of campaign packages & best practise consultancy to suit all marketing capabilities and budgets

Add logo & messaging to existing NetApp campaign content

Online DGF submission form – simple and easy process

Access via dedicated portal Choose from NetApp branded or generic templates

Upload poof of performance functionality

Ideal for partners with little time, resource and/or budget

Specific portals containing information for MSE and VSP partners

Access via NetApp Field Portal All editable materials free of charge

Partners will seePartnerEdge

Partner specific events

Partners specific news

by geo

Market Development Fund – FY10

MDF is a benefit based on a business plan and subsequent marketing plan

One overall fund in FY10

Simplified funding structure

Work with CDM/BDM and/or relevant Marketing Manager

Submit MDF request via DNS Arrow Virtual Marketing Manager

Pre-approval from NetApp and/or DNS Marketing Complete activity Claim your funds

Discretionary fund Reviewed on a case by case basis Future funding is based on campaign measurement and ROI

NetApp & DNS Arrow campaign menu

DNS Arrow/NetApp Business Unit

Data CentreMSE MSE

Data Centre

Partner ready campaigns

Future campaigns

Campaign engagement process

Choose solution campaign

Review campaign menu

DNS Arrow VMM NetApp Partner Marketing DeskNetApp Campaign Express

Select from recommended agencies

Submit MDF form via DGF

Execute campaign

CEC

Telemarketing

Aspire

CPB

Campaign Management

Venise

Event Management

TBC

Data Source

CEC

Aspire

CPB

Select preferred online resource

Key Messaging and Programmes

Compelling messaging

Virtualisation Storage Efficiency Back up and recovery Consolidation Messaging and Collaboration

Proven in delivering successful campaigns

DNS Arrow have been selected for a VMware pilot campaign Collective promotions around VMware and Sphere

Build bespoke go to market messaging

DNS Arrow thought leadership

Cloud computing Build messaging to suit all areas of Cloud

Demystifying Cloud Computing

Venue: Chesford Grange, nr Kenilworth, Warwickshire

Date: Tuesday, 3rd November 2009

The event has been designed to be fun, interactive and extremely informative, and

includes:

• Keynote presentation from Steve Pearce, Managing Director of DNS Arrow

• ‘To the point’ 20 minute round table sessions with our primary sponsors

• A dedicated Technical Stream

• Vendor breakout exhibition

• Evening dinner and entertainment

Please visit the Virtualisation website at www.dnsarrow.co.uk/virtualisation for further details of the briefing or register at www.dnsarrow.co.uk/virtualregister

More information can be found at www.dnsarrow.co.uk/virtualisation

Currently sponsored by:

MSE launch

• Designed to provide resources and tools to promote the FAS storage system

• Help you promote and communicate these messages

• 2 x Incentives

• Emailers and Direct mail piece – Designed for you to rebrand and promote.

• Web content pack – content templates for you to rebrand and launch on your company websites– contains useful links and contact details

• Posters

• Telemarketing campaign – To promote the MSE value proposition

– Carried out by Aspire– Manage leads centrally and allocate to you

• www.dnsarrow.co.uk /vmm

Planning

• Planning on a quarterly basis – What do we want to do?– How do we get there?

• Two prong approach– Strategic– Tactical – Build your awareness – Niche target audiences– Work with NetApp DSM

• 12 month benchmark – Break it down in quarterly plans– Review success– Measure ROI

• Softly allocate funds

• The best campaigns are with those that work with us and report on feedback

Partner led campaigns

• Total number of campaigns

• 38 separate campaigns with NetApp partners

• Double the amount of campaigns compared to HP and IBM

• Top solutions:

• Virtualisation

• Storage Efficiency

• Every campaign has used NetApp messaging and or deliverables either from DNS VMM, Partner Marketing Desk, NetApp Field Portal.

ROI

• Reported won deals

– 85 tracked wins from FY08 to date (2.5 years)

– Email/Direct mail and telemarketing campaigns - 54% – Seminars - 37% – Incentive led campaigns - 9%

• ROI growth

– Year on year growth of 96% from FY08-09– Year on year growth of 45% from FY09-10 (half year figure)– Overall growth of 254% from FY08 to date

• Reporting on average 2 wins a month

What works??????

• Smaller more focussed roundtable events

• More targeted approach at niche markets

• Strategic multiple touch in addition to quick win

• Brand and differentiation is key

• Strong promotions and call to actions

• New ways of social media

• Picking an agency and sticking with them

• Keep it simple

Partner case study

• Objective was to promote the complete NetApp storage virtualisation opportunity within virtualized environments

– Series of 6 events held across the UK– Creation and content design for invitation emailers – Selected appropriate target data for each of the events– Emailed target data and monitored the results – Lead generation to generate leads and interest in the events – Total of 233 attendees – Total of 18 deals to the value of £984k

“The incremental business that we achieved as a result of this campaign

was far in excess of our expectations. DNS Arrow helped to take the pain

out of organising the events and they continue to do a great job for us”.

Summary

• Easy to work with

• Flexible in our approach

• Excellent systems and tools

Questions??