Marketing Program Overview_Sal A _2012 v2.1
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The document provides an overview of Trend Micro's 2012 field marketing program. It discusses distributing marketing efforts across thought leadership, market awareness, lead generation, and relationship building. It outlines tactics for each area including events, content creation, social media, and demand generation programs. Measurement metrics are also proposed to track the success of the various initiatives.
Marketing Program Overview_Sal A _2012 v2.1
- 1. Trend Micro 2012 Field Marketing Program Overview Sal Abramo – North American Field Marketing Leader
- 2. Distribution of Field Marketing Effort Thought Leadership Market Awareness Lead Generation Accelerate Sales Cycle Relationship Building Communication, Excitement & Enablement Thought Leadership Awareness Lead Generation Accelerate Relationship •White Paper: Information Security, Virtualization & the Journey to the Cloud •Blog postings •Strategic Customer Events & Round -Tables •Press and Analyst briefings •Executive Speaking Engagements • White Paper's •Analysts Engagement •Executive Video •Whiteboard Video •Webcast •Event-in-a-Box •Social Media •Events •Advertising •PR •Content Marketing • Demand Gen Programs •Physical Events, Lunch and Learns, Round Tables, Exec Briefings, •Partner & Channel Events and Activities •Advertising •vForums, VMUGs, • Webinars •Virtual Events •SEO/SEM/PPC •Tele Prospecting •On Line Marketing • Appointment Setting • Customer Success Stories • Deal Acceleration Activities • Security Healthcheck • Performance Data • Economics • Customer Visits • Referrals • Executive post- sales events • Customer Managed Events and Activities • CRM Integration •Analyst reports •Press coverage •Keynote mentions # of downloads (white papers) Impressions (web analytics) # of leads Pipeline ($ opportunity) • # of deals closed • $ closed • # of referenceable customers Customer Retention Customer Satisfaction Account & Business Penetration/Value 10% 35% 45% 5% 5% MeasurementTactics
- 3. Confidential 12/10/2010 3 Integrating Buying Cycle Decisions
- 5. Guaranteed Lead Gen Programs
- 6. Social Media Syndication, Search, PPC
- 8. Webinar Schedule • Virtualization / Cloud Computing • Threat Landscape Deep Security 8.0 • Virtualization / Cloud Computing • Threat Landscape Secure Cloud • Virtualization / Cloud • Risk Management Vulnerability Management Services • Threat Landscape • Virtualization (VDI) • OfficeScan 10.5 Endpoint Security and Mail Servers BrightTalk platform 1. Scheduling is under-way 2. Live sessions and recorded sessions 3. Unique URLs for channel marketing use to help partners drive leads
- 9. Multi Region Campaigns – A set of marketing activities that are engaging and interactive – Designed to take the target audience on a journey that ultimately results in a lead or consideration for purchase. • Fully Integrated across the marketing funnel - Public Relations, Analysts Relations, Web, Digital, Social Marketing and Search, Advertising, Channel and Alliance Partner elements • Multi Touch—coordinated and staged over 12 months • Delivered and executed regionally
- 10. What is the field marketing plan for social media? To establish a community of thought leaders, active influencers and Trend Micro ambassadors who create social proof and trust in Trend Micro, its people, and their points of view on security.
- 11. Objectives • What are we after? Awareness – Build awareness of Trend Micro and our brand • As a cloud security leader • General awareness of Trend as a security solutions provider – Increase loyalty & “recommended” status and stimulate WoM potentials – Increase share of voice around cloud, virtualization, consumerization, threat, and mobility discussions
- 12. The US Social Media Strategy • What social media channels will we focus on in 2012? – Facebook – Blogs – Twitter – YouTube – LinkedIn – Slideshare… Social Selling & Community Building
- 13. 10/26/2016 13Confidential | Copyright 2012 Trend Micro Inc.
- 14. 10/26/2016 14Confidential | Copyright 2012 Trend Micro Inc.
- 15. 10/26/2016 15Confidential | Copyright 2012 Trend Micro Inc.
- 16. 10/26/2016 16Confidential | Copyright 2012 Trend Micro Inc.
- 17. B2B: What Channels Matter and When
- 18. How will we know social media is working? Metrics for awareness: • Web traffic • Web traffic referrals • Search volume • Followers, fans, friends • Social mentions • Share of voice
- 19. 2012 – Field Marketing - Messaging Goals • Capture the attention of the enterprise, SMB, CIO/senior IT, Industry leaders and luminaries with a compelling expression of their key pain points and the rising trends they are facing • Through the use of customer success examples, show the ‘art of the possible’ by highlighting the business outcomes that are possible if Trend Micro software and solutions are implemented • Visually represent the breadth of the Trend Micro software and solutions, with an emphasis on enterprise offerings, showing how the portfolio addresses the customer pain points and the business value delivered • Highlight the uniqueness of the Trend Micro portfolio and its differentiation in the market • Set the groundwork for deeper dive discussions around key topics like: Consumerization, the Evolving Data Center and Advanced Threat Management • Provide a foundational overview that can be adapted/expanded upon for other audiences (e.g. channel & alliance partners etc.) 10/26/2016 19Confidential | Copyright 2012 Trend Micro Inc.
- 20. What we Want All Influencers to… • Feel: – Trend really knows what they are talking about: they understand my pains and are on top of hot trends in the industry – Trenders are passionate, approachable and skilled; they are dedicated to my success and I am in good hands with Trend • Think: – Consumerization, cloud and advanced threats are growing trends that I need to get in front of, and Trend already has solutions to help me get there, and they are continuing to invest in tackling these and future trends • I can embrace consumerization, empowering the business with the freedom it needs while gaining control and visibility necessary to secure my network protect our sensitive IP and customer information • I can take full advantage of virtualization and cloud technologies/deployments; Trend enables me to fully secure those environments; data-centric approach – Trend will simplify my life and help me ‘do more with less’ • Comprehensive range of best-of-breed products; fewer vendors needed • Products are delivered in a way that is easy to deploy, manage and maintain – Trend is a leader in this space and they are unique in the way they will partner with me to ensure my success • They are 100% focused on security and dedicated to solving my kind of pains • They have the ideal channel and technology partners to ensure my ongoing success • Do: – Ask to learn more about one of the key trends or aspects of the Trend solutions (i.e. mobile, endpoint protection, cloud security, advanced threat management…) 20Confidential | Copyright 2012 Trend Micro Inc.
- 21. Target Audience and Key Pain Points • CIOs for mid-large enterprise; plus senior-level IT who aspire to address similar needs/pain points (including CISOs, IT directors…) – has both the business and technical trends in mind; “transformational” CIOs are concerned about helping to drive the business forward, while cutting costs and staying ahead of technology trends • Key pain points – Must help transform the business; generate new revenue or protect revenue by getting closer to the customer • Provide systems/tools that empower business people to better serve the customer and identify new market opportunities • Protect sensitive customer data to help drive customer loyalty – Brand protection, can’t afford the bad PR and loss of business • Requires IP protection, and protection of sensitive customer information (PHI, PCI, PII) – Meet the demands of the business better and faster • Empower business users with the latest and greatest productivity tools, systems and trusted information they need to best do their jobs – Compliance • Requires protection of sensitive customer information (HIPAA, PHI, PCI, PII); encryption a key to addressing many issues – Do more with less; need simplification and lower cost of operations • Unlock the potential of cloud computing without sacrificing speed and security • Fewer vendors; suite of capabilities that is easy to manage 10/26/2016 21Confidential | Copyright 2012 Trend Micro Inc.
- 22. Leading IT Execs… • Help the business gain competitive advantage (better brand, new market opportunities, customer loyalty…) – Provide the business with the trusted information needed for better, faster decisions – Stay ahead of technology trends, delivering the best tools/applications needed for ultimate productivity – Ensure brand is protected (secure customers’ information and organizational IP) • Do more with less, lower costs – Lower costs of operations through virtualization and cloud – Consolidate number of vendors – Simplify management of applications • Manage risk, avoid costs – Meet compliance requirements (protect HIPAA, PHI, PII, PCI) 10/26/2016 22Confidential | Copyright 2012 Trend Micro Inc.
- 23. Changing role of IT • The CIO needs to consider a ground up redo of the organization, how it delivers IT services and how it integrates with the business at the function and end-user customer level. Admit it; you weren’t thinking that these organizational changes were a factor in your requirements and prioritization process for acquiring a cloud management platform. • The delivery of IT is different. The old ways are gone. The addition of cloud to your organization isn’t an opportunity to do the same old things faster, it’s an opportunity to deliver functionally improved IT services in real-time to your business. • In modern IT you should be able to test, fail, test, fail, test, and implement in less time and for less money than one effort in the past. In light of the improved application adoption options, a change in how you review and approve ideas is also important. In other words, why send a project to the executive team for review, when you could run a proof of concept in a matter of days or hours and actually demonstrate the value almost immediately at little or no cost.
- 24. Thank you! 10/26/2016 24Confidential | Copyright 2012 Trend Micro Inc.
- 25. Different Nurture Types Prospects can “sit in a variety of demand waterfall stages – We must consider multiple nurture types Inquiries Marketing Qualified Leads Sales Qualified Leads Closed/Won Business 10/26/2016 2 5 Pre-MQL Nurturing before a prospect is handed off to teleprospecting, inside or outside sales Active Recycled Nurturing when a prospect is rejected by sales for a predetermined reason Passive Recycled Nurturing when a prospect has experienced no movement for an established period of time , but has not been rejected by sales Reconstituted Nurturing when a once-engaged prospect or opportunity has had no activity for a pre-determined length of time i.e. months or quarters
- 26. 10/26/2016 2 6 Setting The Stage: Scoring Components Lead scoring is a critical nurturing driver; how scoring building blocks are used varies by nurture type
- 27. Multi Touch-Plan: Lead Nurturing Campaign TOUCH #1 ENT/COMM Prospects ENT/COMM Prospects Customers Channel ResponseDemo Kit Download the kit • Gartner • Business Case • Solutions Brief No Response TOUCH #2 ENT/COMM Prospects ENT/COMM Prospects Customers Channel ResponseEvaluation Kit Download • White Papers and other Assets No Response TOUCH #3 ENT/COMM Prospects ENT/COMM Prospects Customers Channel ResponsePhysical Event -or Webcast Register Today • Date XYZ No Response GRID GRID GRID TOUCH #4 New assets HTML missed event CTA – Customer Case study Email Program Touch 3 Sorry we missed you HTML Product promotion Thanks for attending Product promotion HTML ROI Calculator Email Program Touch 1a ROI Calculator HTML Day in the Life Customer Case Studies Email Program Touch 2b Social Element Eval Maturation Flow Offers: • Getting Started with Eval – Guide & Education HTML ROI Calculator Email Program Touch 2 Evaluation TOUCH #2