2012 Global Campaign #2 – Operations Campaign implementation g uide

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

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

3. Help Generic guidelines, contacts & information for your campaign implementation • Partner Central • Marketing Initiatives • HP Converged Cloud 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 - Operations • Target audience: • Cloud & DCA-focused messages will target executive and practitioners • Primary target - Executives focused on finding solutions to support the strategic approach and delivery of continuous understanding of the impact of business needs on IT Services and infrastructure. Titles: VP of Operations, VP of Applications, and Chief Information Security Officer (CISO) • Secondary target – Influencers to executives and Practitioners that are focused on delivery of the executive-led strategy through the audit, recommendation, implementation of products and services. Titles: Director of Systems, Director of Operations, Director of Distributed Systems, VP of Engineering (Database and Middleware) and their organizational peers

8. Campaign background Initiative supported: 2012 Global Campaign #2 - Operations Objectives: The campaign should drive awareness and demand for HP’s Datacenter Automation (DCA) and Cloud Service Automation (CSA) solutions – positioning HP Software as a leader when it comes to the cloud (because of HP’s automation, and Converged Infrastructure) Ultimately, we want the market to associate automating for the cloud with HP. Tactically, the campaign is expected to increase the pipeline and expedite conversion for DCA/CSA software and services.

9. Campaign background Product components: Cloud Service Automation (CSA) – the industry’s most extensible cloud management solution offering application and infrastructure provisioning for private cloud, public cloud, and hybrid IT service Datacenter Automation - enables IT to deliver services with high quality, compliance and by automating repetitive tasks associated with managing servers, network, storage, databases and application servers. Cloud consulting and datacenter automation services – consulting and education services for managing public, private and hybrid cloud environments. Also includes accelerated data center automation deployment such as Quickpacks for Business Service Automation and CSA, which are pre-configured packages to accelerate the deployment for Server Automation, Operations Orchestration and CSA

10. Campaign background Call To Action: Executive: IDC white paper: “Five steps to successful integrated cloud management” White paper: “Increasing agility and reducing costs for private and hybrid cloud computing” Additional value add white paper: “Move beyond IASS with HP CloudSystem enterprise” Web event: “Acceleration innovation through data center transformation” Practitioner: White paper: “Top 10 reasons to automate your IT processes” White paper: “Four steps to better application management and deployment” Web event: “Automating your hybrid cloud world”

11. Campaign concept • Value proposition: • A complete, extensible platform for managing cloud services so you can deliver services faster, reduce costs, monitor the availability and allocation of resources, increase agility, and enable higher levels of quality and security. • Customer insight/rationale: • Enterprises are rapidly moving to the cloud to enable agility and control costs. IT leaders are looking to cloud and automation technologies to enable an IT infrastructure that can quickly deliver services, all without the costly infrastructure build-out. Industry-leading firms have found that switching from time-intensive, manual processes allows IT to better optimize resources and deliver value to the business. By eliminating complexities and resource constraints enterprises gain increased agility and can quickly react to changing market dynamics to capture new sources of revenue. • 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:“Five steps to successful integrated cloud management” Email touch2- Download white paper:“Increasing agility and reducing costs for private and hybrid cloud computing” Email touch 3On-demand web event: “Acceleration innovation through data center transformation” 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:“Top 10 reasons to automate your IT processes” • Email touch2- Download white paper:“Four steps to better application management and deployment” Email touch 3On-demand web event: “Automating your hybrid cloud world” Practitioners Load partner list

15. Campaign Syndication Program Flow Customer journey – New contacts Awareness Consideration Email touch1- Download white paper:“Five steps to successful integrated cloud management” Email touch2- Download white paper:“Increasing agility and reducing costs for private and hybrid cloud computing” Email touch 3On-demand web event: “Acceleration innovation through data center transformation” 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:“Four steps to better application management and deployment” Email touch 3On-demand web event: “Automating your hybrid cloud world” On-line ador purchase list Email touch1- Download white paper:“Top 10 reasons to automate your IT processes” Practitioners Add partner list Note: Additional fees may apply for Google Ads or list purchases

16. Ops touches and offers

17. Email Email eDM EXEC WP Touch 1 • Subject Line: • HP Automation accelerates cloud-app delivery • Offer: • “Five steps to successful integrated cloud management” Email eDM EXEC WP Touch 2 • Subject Line: • HP can help your teams deliver faster • Offers: • “Increasing agility and reducing costs for private and hybrid cloud computing” • “Move beyond IASS with HP Cloudsystem Enterprise”

18. Email Email eDM EXEC On-Demand WEB Touch 3 • Subject Line: • HP can accelerate cloud delivery • Offer: • “Acceleration innovation through data center transformation” webinar series • Using Automation to Accelerate Service Delivery • Enterprise Management Associates (EMA)—Challenges and Opportunities in the Cloud • Enterprise Management Associates (EMA)—Business Intelligence for the Business of IT • How to Successfully Transform Your Data Center

19. Email Email eDM EXEC On-Demand WEB Confirmation • Subject Line: • Your HP web event • Offer: • “Acceleration innovation through data center transformation” webinar series Email eDM EXEC WP Sales 1:1 • Subject Line: • Learn the five steps to successful cloud management • Offer: • “Five steps to successful integrated cloud management”

20. Email Email eDM PRAC WP Touch 1 • Subject Line: • See how IT automation helps you do more with less • Offer: • “Top 10 reasons to automate your IT processes” Email eDM PRAC WP Touch 2 • Subject Line: • HP improves app and database deployment • Offer: • “Four steps to better application management and deployment”

21. Email Email eDM PRAC On-Demand WEB Touch 3 • Subject Line: • HP offers tips for moving to the cloud • Offer: • “Automating your hybrid cloud world” webinar series • Application Performance Management • Managing Mobile Applications • Efficient, Automated, and Secure Network Operations • IT as a Service Provider • Cloud Service Automation

22. Email Email eDM PRAC On-Demand WEB Confirmation • Subject Line: • Your HP web event • Offer: • “Automating your hybrid cloud world” webinar series Email eDM PRAC WP Sales 1:1 • Subject Line: • HP automation drives IT efficiency • Offer: • “Top 10 reasons to automate your IT processes”

23. Landing page experience – white paper Print ad,banners,Email, Etc. • Executive LP WP Touch 1 • Executive LP WP Touch 2

24. Landing page experience – white paper Print ad,banners,Email, Etc. • Practitioner LP WP Touch 1 • Practitioner LP WP Touch 2

25. Landing page experience – web event Print ad,banners,Email, Etc. • Executive LP WEB Touch 3 • Practitioner LP WEB Touch 3 • LP WEB Touch 3 Email Confirmation

26. Call guide: Call guide

27. 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 – Operations 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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