bridging the marketing-sales chasm

Copyright 2010 Trend Micro Inc.

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Graeme Wood ,

A/NZ Marketing Director

Bridging the Marketing-Sales chasm

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Introduction

• Channelling Influential Brand Messages to your Sales teams for perfect execution.

– Bridging the marketing-sales chasm has never been so important and delivering the right tools and adequately equipping your sales team will ensure successful completion.

– Ensuring seamless sales execution from a marketing point of view

– Closing the gap between sales and marketing by directing marketing content towards business excellence and customer-centric approaches

– Reinforcing and repeating your message for maximum drive on ground level

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Communication Chasm

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What Sales think

Marketing do

http://www.marketing-content.com/marketing_cartoons.htm

What Marketing think

Sales do


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Agenda

• Brand Proposition

• Business issues and messages

• Route to market options

• Message delivery vehicles

– Traditional vs new wave (social media)

• Marketing /Sales engagement

• Message engagement and delivery effectiveness measurements

– Sales vs marketing effectiveness

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What is the Trend Micro Brand?

5CONFIDENTIAL

“The Brand is not what you say it is. Its what your customers, partners and critics say it is.”Marty Neumier, The Brand Gap

• .


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Classification 9/30/2011 6

Trend Micro Branding

Security That Fits: IT InfrastructureTrend Micro innovation enables benefits of next-generation

IT platforms

1st LANServer

Security

1st GatewaySecurity

1st ThreatManagement

Solution(Network)

1st in NetbooksSecurity

1st IntegratedVirtualization

Security

1st CloudComputing

Security


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Changing Business Need

Security That Fits: Customer EnvironmentTrend Micro’s ubiquitous protection secures your data

wherever it resides

Hosted / Managed

Security

Smart

Phones

Servers

Netbooks

PSP/PS3

Routers

Cloud

Computing

Virtual

Servers

Virtual Appliances

Networks

Windows/OSX

Android

NAS

USBBack to

Security that Fits

Any device ..

Any time …

Anywhere….


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Market Research - Survey

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New Brand Positioning

Trend Micro is leading a revolution in security, enabling you to do more online, on the network, or

in the cloud with the confidence that you are safe and protected.

• Why this changed:

– To focus on Trend Micro’s “enablement” power

– To incorporate the cloud computing …a major IT platform shift

– To reflect the vast array of ways that Trend Micro provides protection



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Why “Securing Your Journey to the Cloud”?

“Cloud computing is revolutionizing the way people share digital

information, making access to information and computing power

easier, faster and more affordable.

By providing security “from the cloud” with our Smart Protection

Network, and security “for the cloud” with our server, data storage

and encryption technologies, Trend Micro is the clear leader

in securing physical, virtual and

cloud environments, and the

best choice for Securing Your

Journey to the Cloud.”

-Eva Chen, Trend Micro Co-Founder and CEO


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New B:B Branding Deliverables

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Cloud Solutions Awareness in SMB



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New Branding Roll out Program

• .

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Agenda









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Multi Channel Marketing Execution

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Customer Segments for Trend Micro Products

End User

Enterprise+ 500+ 750

Medium Business101 ~ 499101 - 749

Small Business< 100 users

Consumer

< 5

Channel

•Large SI , Alliances

•Affinity One Resellers

•Affinity Plus Resellers

•SIs

•Affinity Partners

•Retail

•SIs

•Online Shop

•Retail

•Online Shop


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Channel Mapping to Accounts and Solutions

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Inside Sales

Team

Traditional

Reseller

Vendor

Product

Specialist

Local SI and

Apps ISV

Major SI and

local Ecosystem


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Multi Channel Marketing Action Plans

• IT Alliances Endorsement everywhere

• External Analysts, Press, Channel, Customers

• Joint GTM Virtualization Security

Alliance Team

• Influence analyst & media

• Customer case studies

• PR topics & Contents

Product MktTeam

• Key Press coverage

• In-depth interview

• Identify key editors and journalists.PR Team

• Integrate thought leadership marketing elements

• Execution plan/timeline across APAC

Campaign Team

• Cloud Security in web real estate

• Integration of Affinity Portal

• Web 2.0 - Blogs

E-Marketing Team

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Marketing Communication

Cloud Security Campaign

Secure Cloud Launch

• Media Gathering

Deep Security Launch

• Media Gathering

• Alliances endorsement

Co-Branded Alliance Campaign

• Joint customer / channel briefing & workshops

• Channel awareness thru Alliances distributors

Alliance - Formation a cloud security consortium

Cloud Computing Security Alliance

• Jointly with key Alliances

• Media gathering

• Tie to an event

• Invite strategic channel partner to join to drive channel interest in media

Partner & Customer ExposureTrend CIO Summit

• Analysts speaker

• Reference customer

• Prospects

• Trend Execs

Cloud Computing

CIO Summits

Security Challenge Tour

CCSA Preferred Partners

Alliance own Conferences and User Groups

E-Marketing

Dedicated Cloud Section on Corporate Web

Search Engine

Newsletters

• Tie-up with by-line articles

• Channel & EU

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eLearning Training Portal (LMS)

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Agenda









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Enterprise Communication Tactics -

Tactics CIO IT Security IT Infra Channel

Analyst Endorsement from APAC and in-country

analysts.

PR Quarterly topics. Business and technical media. Consortium.

Alliances Cloud Security Consortium

Events CIO Summit – Analyst, CIO & IT execs.

Vertical targeting

Alliance

Events

Security

Challenge

Campaigns Cloud Security & VMware Co-branded Campaign

Product launch Secure Cloud 1.1

Deep Security 7.6

Website Online Search Engine Affinity Portal

Print

Cloud Security

Certification

Inclusion in

Affinity PortalConfidential 22

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ANZ TM Lead

Manage Process

15 JAN Internal

Use Only

Lead Identification Management (APAC)

InterestNeed

identifiedOps Qualified

AnalysisEvaluation

POC Started

Selling

Bias for

Action

Complete

POC

Decision

Trend

Selected

Negotiation WON

10% 20% 30% 60% 70% 80% 90%

Technical

Introduction

Short

ListedContracts

P.O.

Received

Bant

ReviewTechnical Review

L2 L4L3L

0L5L1 L6 L7 L8

Marketing “Buyer Journey”

Unaw

are

0%

TrendMicro PERSPECTIVE

- Appointment to

review Specific

Business Need

and Solution

review


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Campaign Metrics for Planning

• Business Unit Objectives

– Products , segments , geographic mix

– Channel revenue split

– Marketing delivered “opportunities “

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Marketing Engagment with SalesQtr Campaign Plan

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Sales Team “Marketing” Tools

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Channel Co- Marketing Portal

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28Traditional vs Non Traditional Engagements

• Customer /Channel Focused

– Database marketing

– Buyer Journey marketing (MAT)

– Newsletter

– Events – Seminars/Workshops/Conferences/Roadshows

– Website , Blogs , Channel Portals\

– Webinars

• Prospect Focused

– SEM/SEO

– E-media demand generation (eg ZNET, CSO, TechTarget)

– External Conferences/virtual conferences/Alliance partner initiatives

– Channel based co-marketing / Portals

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Traditional vs New Media

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How to make Webinars a success

• Channel versions available first

• Business Focused not product push

• Significant promotions and 30 minutes

• On demand offering

• Multiple delivery formats

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Exploiting the Social Media Community

The more you showcase

the human side of your

business, your products

and your people, the more

authentic you will appear.

Build relationships with

community members

to facilitate brand

loyalty. Listen to what

they say and be ready

to respond.

Create an environment

that stimulates productive

conversations and

interactions with

the consumer.

Make friends with your visitors,

engage them in non-commercial

conversations so that they will share

your authenticity with others.

Make Your Business Personal Update Your Public

Profiles Frequently

SNS properties are geared

toward fresh content. Create

and/or optimize editorial

calendars to frequently push

engaging media to foster

maximum buzz and community

interaction.

Share information with

your community to

announce events, special

promotions, new

services, activities, etc.

http://us.trendmicro.com/us/home/


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Trend Micro Social Media Options

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Social Media Property Information Trend Owner

Trend Community Support Christina Tsai, Support

TrendMicro

Malware and

CounterMeasures Blog

headlines

Corp Mktg

TrendOnCloud Cloud Security Blog

headlinesCorp Mktg

TrendLabs Malware info TrendLabs

TrendMicro Corp Mktg

FearlessWeb Consumer threat and

product infoConsumer

Trend Micro SPN, SB, ENT, PR, threat

infoCorporate Mktg

Trend Micro Australia & New Zealand Keylogger demo, ANZ

promos??

Trend Micro Threat info, customer

success videosMartin Johnson (ex-Trend)

Rethink Endpoint Rethink Endpoint Security

campaignENT

Trend Micro SPN Corporate Mktg

TrendLabs Malware Blog Threat-related TrendLabs

CounterMeasures Threat-related, solutions,

issuesEMEA Mktg (Declan, Rik)

The Internet Threat Landscape Internet threats and

protectionSG Mktg (Terrence Tang)

TrendLabs Security Blog Threat-related JP Threat Mktg

Internet Safety Blog ISKF (Lynette)

Cloud Security Blog Securing cloud, cloud-

based securityCorporate (Kristen)

Blogs

Other

YouTube

SlideShare

Communities

Twitter

Facebook


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Agenda









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Marketing Metrics – Leads for sales

• Database Accuracy, L2 Leads

• E-media CPL , L2 Leads

• Telemarketing Conversion ROI

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Full Sales Cycle , MQL and SQL

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MQL/SQL Conversion = 90%

• What is the best L3 BANT actionable outcome

– Prospect has compelling event to drive enquiry

– Prospect have BANT supporting content, and ready to engage

– Agreement to meet sales rep within 6 weeks

– All engagements with TM are recorded in CRM

• Sales teams SHOULD not reject MQL if..

– Ongoing opportunity contact is different to initial contact for opportunity (as ENT have large DMUs)

– The opportunity solution “Progresses” within a category (eg IWSVA become CPVM become DS)

– MQL key contact is “cross sold other opportunities” outside initial call and solution (as we need to track all engagements where one solution could lead to another solution)


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Lead Tracking and Reporting

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Thank you

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bridging the marketing-sales chasm

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