Intelligent Marketing Supporting our partnersevery step of the wayJulie GibbsDivisional DirectorMarketing

Mark McHaleSales Director

Julie GibbsDivisional Director

Marketing

Anne-Marie RitchieMarketing Manager

IBM, IBM SoftwareIBM System x

Frances NorfolkMarketing Manager

Network Appliance

Kelly HarrisonMarketing Manager

Security Solutions

Malcolm LaveryGraphics and Web

Design

Julie CaulfieldMarketing Manager

Security SolutionsSymantec, Riverbed

Madeleine HollandMarketing Executive

Storage & Software Solutions

Erika GibsonMarketing Assistant

Storage & Software Solutions

Graeme ArmstrongMarketing Manager

HP, Sun

Sarah CrokerMarketing Manager

Access & Virtualisation

Karen ThomasMarketing Executive

Access & Virtualisation

Marketing Finance Administrator

TBH

New Marketing Team Structure

UK Marketing Budget FY08

Manage around 40 different vendor MDF guidelines

and processes

Overall vendor marketing objective is to achieve zero

exposure

Storage & Software £1.2m

Security £500k

Access & Virtualisation £800k

Total £2.5m (€3.15m)

Key areas of focus for 2008 Strong brand awareness

Proactive PR and communication Solution Marketing

Focus on business issues, not simply products Thought Leadership

Knowledge transfer programme on virtualisation and other technologies Reseller Recruitment / Profiling

Retain, recruit and recover channel partners Channel Marketing

Marketing and planning advice for our partners, generating incremental business Map onto our vendor messaging and plans for the year taking their messages to market

Professional & Training Services Promote our real value add to the channel with our IT skills, services and facilities

Strong Brand Awareness

Proactive PR and communication

Objective:

Increase amount of news stories, success stories with vendors, channel partners and end user customers

Activity:

Organise regular press interviews to gain coverage in trade press

Frequent press releases on the latest news and announcements

Electronic newsfeed and search facility

PR Audit on a quarterly basis to monitor coverage

DNS Arrow’s coverage remained at 27% in Q1 2008, ranking us No. 1 in the sector

DNS Arrow was mentioned in 471 stories. We sustained our coverage with last quarter’s results with 24 journalists and 6 analysts mentioning us in the period.

Solution Marketing

Focus on business issues, not simply products

Objective:

To extract maximum value from a campaign by taking a solution-led approach

Activity:

Develop and implement marketing communications focusing on:

5 levels of virtualisation Green Simplification Business Continuity MS Exchange Oracle / SAP Security

www.dnsarrow.co.uk/brochures

Thought Leadership - Virtualisation

www.dnsarrow.co.uk/virtualisation

Objectives:

To position DNS Arrow as a thought leader in virtualisation and transfer our knowledge to channel partners

To equip our channel partners with the knowledge to leverage more business in this increasingly important market

Activity:

Knowledge briefings White papers Solution Briefs Technical Workshops

Virtualisation across the system infrastructure Four white papers and briefings:

Virtualisation – an Overview Virtualising Storage Virtualising for Application Access Virtual Servers – a key step to a highly

productive system infrastructure

5 reseller solution briefs:

Desktop virtualisation (VDI) Server virtualisation Storage virtualisation Network virtualisation and optimisation Application virtualisation

Virtualisation brochure and network diagram

Tool to educate partners in understanding the diversity of virtualisation and where our portfolio of products feature in the solution stack

www.dnsarrow.co.uk/virtualisation

Briefing 2: Virtualising Storage, 18th June

www.dnsarrow.co.uk/virtualisation

The Royal Berkshire Conference Centre, The Madejski Stadium Reading

The second briefing gives partners the opportunity to hear in one day from the

key virtualisaition and storage solution providers and will examine storage virtualisation in more detail including:

Thin provisioning to better utilisation across storage arrays Use of file systems for effective file management Securing data resources Rapid data protection practices, snapshot, mirrors Virtual tape solutions Data de-duplication Better storage footprint and power utilisation

Vendor break out presentations and exhibition area during lunch and breaks

Each reseller who attends will receive a virtualisation sales pack including white papers, solutions briefs and more…

NetApp Get Successful Virtualisation Roadshows Frances Norfolk, Marketing Manager, NetApp

Background

Objectives: To ensure the partners understand the NetApp/VMware proposition and learn

how to position this correctly in the market place  Consolidate resource, cost and workload for both NetApp and DNS Arrow Roll out three NetApp Get Successful Roadshows in the UK

Harrogate, Coventry & London

Target Market: Aimed at senior IT decision makers Predominantly end users on behalf of selected Gold & Authorised partners Partners’ customer database information was used for call outs

Partners engaged: DNS Arrow partners who do not have a NetApp Channel Partner Manager Partners were identified through demonstration of business value on

Virtualisation

DNS Arrow created & managed the campaign on behalf of the partners

Pre-event Promotion

Began to promote the event 8 weeks prior

1 email wave every week

Touched attendees once a week with a different message to establish a relationship

4 week telemarketing to drive attendance

Partner micro site:

End user micro site:

Event Results

We successfully deployed a series of joint NetApp/VMware events throughout the UK

Each event was supported by a variety of NetApp/DNS Arrow platinum, gold and authorised partners

High level of partner attendance from 13 separate companies with over 39 individual contacts

The events included an open forum discussion with NetApp and VMware and industry expert, Macarthur Stroud

Our NetApp Vendor team delivered the "Get Successful Guides” partner briefing before the events began

There was a high level of end-user attendance at each event:

Manchester Tuesday 15th April - 36 attendees

Birmingham Wednesday 16th April - 35 attendees  

London Thursday 17th April - 62 attendees

Total of 133 delegate across all events

Event Follow up

End users

A thank you email was sent out to all attendees Followed up by a phone call for feedback on the event and to identify

further sales opportunities A copy of the presentation was emailed to them End users who registered but were unable to attend the events were

also called with an offer of a one to one meeting; a copy of the presentation was also emailed to them

Partners

A thank you email has been sent, which identified which of their customers attended each event, followed by a phone call for general feedback on the events and a copy of the presentation

Campaign Feedback

End user

Manchester -  23 completed forms (64%) 1 outstanding Birmingham - 16 completed forms  (46%) 4 outstanding London -        35 completed forms (56%) 1 outstanding

26 qualified leads given to most proactive partners Majenta, ISC, TDM, BSG and Computerland

Partners

Majenta and ISC collectively contributed to the highest level of end users

12 partners completed forms – feedback was excellent

Any Questions?

Reseller Profiling

Effective targeting of UK channel partners Objective:

To target new and existing partners to create brand awareness within the reseller community and transfer knowledge in the market of our value add and portfolio

Activity:

Merge all of Centia partners, DNS Arrow Partners and other partner lists into one portal

Profiling of all accounts and key contacts

New system give the ability to cut the data with specific perimeters

Outsourced to ensure data is cleansed on a regular basis

End-to-end Lead Generation Service

Online Sales Lead Portal (SLP) A bespoke online sales lead portal servicing over

150 partners, which allows them to update leads and feedback to secure future vendor funds

Highly skilled telemarketers A team of over 20 telemarketers skilled in all areas

of IT infrastructure

Campaign managers 2 campaign managers actively working with our

partners, training the telemarketers, writing approach documents, cutting the data, etc

Campaign feedback manager 1 head gaining feedback from the resellers from

their campaigns and chasing them for quoted, pipeline, lost and won business

End user database Access to over 42,000 IT decision makers

Telemarketing Skills Matrix

P is proficient. Could prospect with little/no additional briefing.U has an understanding. Would need a refresher briefing.X no experience as yet

CPB has worked with DNS Arrow

since 2001 on lead generation including:

End User Lead

Generation

Lead Distribution

and Management

Reseller

Recruitment

Reseller Profiling

Excellent quality end user data

Over 42,000 IT decision makers available free of charge to resellers working with DNS Arrow on a joint project

Specific targeted data cut for campaigns:

Checked against the CTPS register

Contacts permanently unavailable are tracked & excluded from target data

No recalls on same vendor for 6 months

Maintain adequate no of records to ensure successful results on “Treadmill” type campaigns

Data intelligence by record is available to be able to target by vendor, product or solution for a more targeted approach

* Data is provided to a third party agency for lead generation purposes and cannot be supplied directly to the reseller as it is a breach of our contract with CPB UK Limited. A confidentially agreement will have to be signed and adhered to.

Database highlights:

42,000 sites with 51,000 IT contacts

and 27,000 email addresses with

detailed demographic information:

• 3,500 sites with 1TB or more• 2,700 Backup Exec users• 380 EMC sites• 787 Oracle sites• 668 Check Point sites• 497 Solaris sites

…… and many more

Customer Quotes

“The leads you provide are of excellent quality

and full of detailed information for the targeted

organisations. However as we take on leads from a number of sources where the quality

is not up to the standard of those from DNS

Arrow, it was felt we needed to introduce a short intermediate process, internal

telemarketers, to ensure the Logicalis Account Managers

were not attending meetings for the sake of it or chasing up unqualified leads.

I can assure you, the comparison in leads from

DNS Arrow compared to other sources is quite

astonishing. Many other sources lack sufficient

data to be fully qualified and that is why we introduced the process.”

Chris Taylor, Marketing Data Management, Logicalis UK

“We have been working with DNS Arrow for several months on the follow up to their

lead Generation telemarketing campaigns.  The

leads have been highly qualified, detailed and of

a particularly high standard.  In almost all

instances we have found the customer requirements

to be accurate, timely and well qualified.  The campaigns run by DNS Arrow have certainly raised the bar for future telemarketing

campaigns conducted by Apex and we look forward to working with them in the future.”

Deborah Carlier, Marketing Manager,

Apex Computers

 “CPB has continued to support Alpha through

delivery of highly qualified sales opportunities

across key vertical sectors.  Several of these opportunities have converted into sales and

pipeline and are scheduled to close shortly. CPB is

also providing opportunity management services

to ensure that contact is maintained with

prospects for the medium and longer term opportunities

thus enabling our sales force to focus their efforts

on business closure.” 

John Malabon, Sales and Marketing

Director, ALPHA

Grow and develop channel partners

Objective:

Provide new and existing resellers with added support to develop and increase their business with DNS Arrow

Activity:

Virtual Marketing Managers across all core vendor streams providing creative activity for channel partner joint campaigns

Sales Academy Workshops to provide channel partners with specific sales skills required to sell solutions

NDA Events and Study Tours to ensure our partners have the knowledge and expertise required to sell our vendor solutions in a competitive market

Customer case studies to assist our partners in promoting the joint value add required in a solution sell opportunities

Virtual Marketing Managers

Providing our channel partners with:

Direct marketing ideas including examples of mailers, emailers and telemarketing campaigns

Marketing communications advice for successful events and seminars

The latest marketing initiatives and promotions

Access to product image store and branding guidelines

The ability to order product and solution brochures

Merchandise ideas and a range of opportunities for joint exhibitions, incentives and seminars Login: julie.gibbs@dnsarrow.co.uk

Password: Tweety10

www.dnsarrow.co.uk/vmm

New VMM Planner Dashboard

Reseller Reward Scheme

Reseller loyalty scheme

Ability to promote and encourage

sales of any of our products, solutions

and services

Designed to recruit, retain and

recover resellers

Visibility of all promotions to all

channel partners

Promotions currently running for DNS

Arrow Training Services

www.in-partnership.com

Login: J_GIBBS Password: 7945TPYU

Intelligent e-Marketing

MailAgent - creative

consultancy

e-marketing tool

Available to our resellers as

part of a joint campaign

Create, send and monitor

eCampaigns

100% reporting accuracy

Event management tool

coming soon!

More information can be found

at www.mailagent.co.uk

Channel Communications

Channel Informer -providing regular channel communication:

latest vendor initiatives Promotions Try and Buy programs Vendor led marketing Sales tools White papers, success stories Product launches and roadmaps

DNS Arrow Preference page:

Preference page setup for contacts to select the communications they want to receive

DNS Arrow event management coming soon

Preference page and subscription facility

www.dnsarrow.co.uk/subscribe

Training Services & Professional Services Marketing

Pay per Click Google campaign Google Analytics installed to track

response Receive lots of leads and training sales as a

direct result

Improve customer experience Regular communications – Training Channel

Informer Training delegate packs (2GB USBs, etc) Customer follow up for feedback Tailored campaigns relevant to past

training Brand the offices with relevant training

posters, banners

End user demonstrations Tracked though the Sales Lead Portal Customer feedback online form

MySite – get to know your company

Hospitality Calendar 2008

DNS Arrow Golf Day The Oxfordshire Golf Club, 11th June 2008

Executive Briefing Lunch (NetApp) The Dorchester, 25th June 2008

England v South Africa Test Match The Oval, 7th August 2008

Daytona Raceday Milton Keynes track, 16th September 2008

Paris Experience 9th and 10th October 2008

Executive Christmas Lunch The Ritz, 11th December 2008

Julie GibbsDivisional Director, Marketing

Office: DNS Arrow, Nidderdale House, Harrogate, HG3 1SA

Tel: +44 (0) 1423 519216

Mob: +44 (0) 7970 551239

Email: julie.gibbs@dnsarrow.co.uk

Http: www.dnsarrow.co.uk

Any questions?

International Direct Marketing Fair 08

Sarah Croker

Marketing Manager, Access & Virtualisation

2008 – Looking ahead

Marketing in a downturn 1 in 5 companies have cut

DM budgets in the 1st quarter of 2008

However, 13% of companies have increased overall marketing spend – mostly on Internet marketing

Our prospects are increasingly difficult to reach

0

5

10

15

20

1999 2000 2001 2002 2003 2004 2005 2006 2007

Call to contact ratio is decreasing in the UK

Targeted

Contacts made

per 100 attempt

s

Staying competitive

Refocus marketing and sales effort on the best sectors and opportunities

Evaluate your current marketing spend

stop any activity that is not producing good results and replace with new activity

Get the balance of tactical marketing and brand building right

Upsell / Cross sell aggressively into existing base

Staying competitive

Focus on customer retention

Are you spending enough on keeping customers? Is customer service good enough? The key is customer experience and getting it right!

Add value, help customers and understand what they appreciate to drive word of mouth

React quickly, ensure sales feedback is communicated directly to the marketing team and brainstorm together

Understand and exploit your key differentiators to the competition

IDMF 08 – other findings

The world is changing with Web 2.0 Creating communities online

Consumers are driving the marketing

Customers do their own research online before buying

Customer shop around to find the most competitive deal

4 Ps now the 4 Es! Product > Experience

Place > Everywhere

Price > Exchange

Promotion > Evangelism

More information

Please visit http://www.theidm.com/idmf2008 or http://www.theidm.com/iw2008 to access presentations

White papers on email marketing will be made available

DNS Arrow Online and Electronic Tool Demonstrations

Online tools demonstrations

DNS Virtual Fair www.virtuellemesse.info

DNS Arrow VMMs www.dnsarrow.co.uk/vmm

New VMM portal

Sales Lead Portal www.dnsarrowleads.co.uk

Media Monitoring www.meltwaternews.com

Email Marketing www.mailagent.co.uk

Online Reward Catalogue www.in-partnership.com