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WW Partner Marketing November , 2012

2012 Global Campaign – Applications DevOps : Application development through deployment without compromising security or quality Campaign implementation guide. WW Partner Marketing November , 2012. Content. Help Translations Campaign Overview Campaign Tactics

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WW Partner Marketing November , 2012

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  1. 2012 Global Campaign – ApplicationsDevOps: Application development through deployment without compromising security or qualityCampaign implementation guide WW Partner Marketing November, 2012

  2. Content Help Translations Campaign Overview Campaign Tactics Customer Journeys, Apps Touches and Offers

  3. Help Generic guidelines, contacts & information for your campaign implementation • Partner Central • HP Application Transformation Initiative • Marketing Initiatives • 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

  7. Campaign Overview Background • The upcoming Apps campaign for Q1 will emphasize HP’s approach for businesses seeking to increase agility across the application lifecycle and empower teams to collaborate effectively to deliver better applications, faster. • The campaign is intended to drive awareness and generate leads for HP Software’s DevOps related solutions. • DevOps is an overarching strategy that spans a broad suite of solutions. This new approach is focused on helping enterprises move faster from application development through deployment without compromising security or quality. Objectives • Establish HP as a leader in improving agility, efficiency, and quality through implementation of the DevOps approach • Generate demand for ALM 11.5, LoadRunner, Performance Center, Countinuous Deliver Automation, Enterprise collaboration, Lab Management, Functional Testing.

  8. Campaign Overview Target The campaign focuses on a single track, communicating to both the Exec and Practitioner audiences, therefore focusing on the CIO’s direct reports on down through the side of IT that is focused on application development and deployment. This change means we will need to balance the higher-level, strategic message with the “how-to,” implementation message - especially during the initial communication tactics

  9. Campaign Overview

  10. Sales Play Alignment Sales Play Targets: DevOps: Cross Sell APM/BSM to Apps customers Cross Sell CDA with a focus on Lab Management to ALM 11.5 customers Upsell PC to LR customers (to get Lab Management & Continuous App Performance Delivery) Upsell ALM to LR customers to get Lab management Upsell APM 360 to any OMC/BAC/LR/PC customers Upsell Diagnostics to LR and BPM customers Upsell RUM to BPM customers

  11. Campaign Concept • Value Proposition • DevOps represents a fundamental shift in people and process to solve a real business issue: lack of agility and accountability to deploy applications into production to align with the same agile model with which those applications are being built. • Customer Insight/Rationale • With the fast growth of IaaS computing, DevOpsis on the rise primarily due to the realization that there is a big gap between developing end-user systems and bare-bones systems administration. • Masthead • Pre-header and sub-header- example: • Imagery • Different images were used for each touch to provide • a sense of variability between the touches- example:

  12. Message Map • SW Message • Always Perform Better • Campaign Message • Break down the silos between app development and IT operations to dramatically increase agility and innovation. • Customer Benefits • Connects the critical functions of development, quality assurance, performance and operations - enabling Apps and IT to increase agility across the application lifecycle and driving releases by business needs, not operational constraints. • Quality - Identify and fix functional/non-functional issues earlier, resulting in a limited build-up of defects, a more precise view of progress, and reduced volatility before release to production • Automation - Accelerate release times, eliminate manual handoffs, and reduce errors • Collaboration - Avoid disjointed communications, helps these teams focus on common goals, and learn lessons in one environment without having to reinvent for the next

  13. Campaign Tactics

  14. Campaign Syndication Program Flow Customer journey – Existing contacts Awareness Consideration Email touch1- Download white paper:“Finding Agility in the Age of Applications” Email touch2- Download white paper:“Target the Disconnects Between Development and Operations” Email touch 3On-demand web series: “Application Agility and DevOps” Email touch 4- Download white paper:“Introducing Production into Performance Testing” Load partner list Email touch5- Download white paper:“A Closer Look at HP LoadRunner Software” Qualification Send personal email and/or follow-up with phone call (call, voicemail, email scripts available) Each touch can also be also be promoted through

  15. Campaign Syndication Program Flow Customer journey – New contacts Awareness Consideration Email touch1- Download white paper:“Finding Agility in the Age of Applications” Email touch2- Download white paper:“Target the Disconnects Between Development and Operations” Email touch 3On-demand web series: “Application Agility and DevOps” Email touch 4- Download white paper:“Introducing Production into Performance Testing” On-line ador purchase list Load partner list Email touch5- Download white paper:“A Closer Look at HP LoadRunner Software” Qualification Send personal email and/or follow-up with phone call (call, voicemail, email scripts available) Note: Additional fees may apply for Google Ads or list purchases Each touch can also be promoted through

  16. Email (1-2) eMail Touch 1 • Subject Line : Eliminate the gaps between apps and ops • Primary Offer: Read the white paper Finding Agility in the Age of Applications. • Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 2 • Subject Line : Gain end-to-end agility from apps to ops • Primary Offer:Read the white paper Target the Disconnects Between Development and Operations. • Secondary Offer: Partner Discover Performance Newsletter

  17. Email (3-4) eMail Touch 3 • Subject Line: Agile IT boosts quality for 72% of enterprises • Primary Offer: Register for the Web event series "Application Agility and DevOps.“ • Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 4 Confirmation • Subject Line: Thank you for your HP web series registration • Primary Offer: Use the session links below to watch this exclusive content. • Secondary Offer: Partner Discover Performance Newsletter.

  18. Email (5-6) eMail Touch 5 • Subject Line: Better app performance testing in seven steps • Primary Offer: Read the white paper Introducing Production into Performance Testing. • Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 6 • Subject Line 1: White paper takes a closer look at HP LoadRunner • Primary Offer: Read the white paper A Closer Look at HP LoadRunner Software. • Secondary Offer: Partner Discover Performance Newsletter.

  19. Email (Sales 1:1) eMail Sales 1:1 • Subject Line: Reduce application complexity with DevOps • Primary Offer:Read the white paper Target the Disconnects Between Development and Operations. • Secondary Offer: Partner Discover Performance Newsletter.

  20. Landing Page Experience (1/4) eMail, etc. • Touch 2 Landing and Thank You Page

  21. Landing Page Experience (2/4) eMail, etc. • Touch 3 Landing and Thank You Page Session 1: Application Agility and DevOps: Unlocking the Secrets of True Application Agility Session 2: Application Agility and DevOps: Lab Management Session 3: Application Agility and DevOps: Collaboration and the Continuous Delivery of Application Performance Session 4: Application Agility and DevOps: Visibility into Quality across the Application Lifecycle

  22. Landing Page Experience (3/4) eMail, etc. • Touch 4 Landing and Thank You Page

  23. Landing Page Experience (4/4) eMail, etc. • Touch 5 Landing and Thank You Page

  24. Landing Page Experience (Discover Performance) eMail, etc. • Discover Performance newsletter Landing page

  25. Applications Follow up kit apps_followup_kit.zip This kit contains a sales call guide, call script, email script, voicemail script, sales plays (cross-sell/up sell) and battle cards to support telemarketing/telesales follow-up programs. Call guide Call script Email script Voicemail message

  26. 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 Global Campaign – Applications – (DevOps) Select the Executive Email program or Practitioner Email program or both Select your Recipient (contact) list Activate the program Campaign Syndication Execution

  27. Thank you

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