hpe co-marketing packages may 2019€¦ · • deﬁning targets, goals, personas and buyer journey...

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HPE CO-MARKETING PACKAGES

MAY 2019

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WE SOLVE PARTNER PROBLEMSW

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Reach your target audience and help them learn how your company and its solutions can solve their problems.

We help to engage, enable and empower channel partners to accelerate revenue with integrated content marketing solutions.

• LEAD GENERATION attract new customers and generate demand

• LEAD NURTURINGnurture new and existing customers to take action

• CONTENT MARKETING create new content for website & sales tools

• REFERENCE MARKETING spread interesting customer stories

• SOCIAL CAMPAIGNS expand your reach with effective social media

• INTEGRATED MARKETING CAMPAIGNS campaigns build on a marketing strategy that works

• METRICS MDF management & ROI reporting

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WE SOLVE PARTNER PROBLEMSW

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DELIVER THE MARKETING EXPERTISE, STRATEGIES AND CUSTOM CONTENT YOUR PARTNERS NEED TO GENERATE DEMAND

Handlangers brings new power and efficiency to your channel marketing. Our team of channel marketing experts serves as an extension of your channel marketing team, working closely with your team to engage and collaborate with your solution providers.

BRING NEW ENERGY AND EXPERTISE TO YOUR CHANNEL MARKETING

We take a consultative approach, collaborating with solution providers on your behalf to develop multi-touch demand-generation programs that produce more sales-ready leads. Our talented team of channel experts works closely with each of your solution providers to understand their specific challenges and business needs. Then we recommend and implement the strategies and delivery vehicles that yield maximum ROI.

GREATER EFFICIENCY+ MORE LEADS

Our team chooses the best inbound and outbound marketing tactics to nurture leads throughout the buyer journey – from custom content creation, digital advertising and webinars, to telemarketing, email and social amplification. Access to our proprietary data and extensive resources allows us to implement integrated campaigns using channel best practices and proven methodology.

COMPREHENSIVE REPORTINGENSURES YOUR PROGRAM EFFECTIVENESS

Keep track of your market development fund (MDF) spending and how your investment is performing.

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HANDLANGERS ECOSYSTEMH

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HANDLANGERSMarketing & Communication

KOPPENBREKERS Events

MAARSCHALK Business Consultancy

BEELDENSTORMERS Video & Animation

MAIN BRAND

EXPERT BUSINESS UNITS

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HANDLANGERS (MSA) MARKETING PACKAGES

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VALUE PROPOSITION WORKSHOPIN

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WHAT? GOAL

Integrated marketing campaigns include:GOALS• Defining targets, goals, personas and buyer journey

OFFER

• Creation of new content or adaptation of HPE provided content to shape business offer

• Content mapping on personas and buyer journey

TACTICS

• Inbound marketing automation• Implementation of tactics and business offer

distribution through social campaigns, e-mailings, online advertising, …

METRICS

• Defining all metrics and KPI’s necessary for ROI reporting

Putting the partner’s goals upfront: focus on demand generation for specific HPE solutions, lead nurturing and create a better partner brand preference.By using measurable marketing tactics all efforts can be compared and best practices are distilled.

PLANNING

PRE-CAMPAIGN PREPARATION

TIMEFRAME: 1 MONTHPartner communication outlineTargeting and segmentation strategyTargeting audience & similar audienceBusiness offer creationContent creation (creation/adaptation/translation)E-mailing content creation and design Ad creationLanding page creation

CAMPAIGN TIMEFRAME

TIMEFRAME: (variable) 1 - 10 MONTHSRoll-out: publication calendarE-mailing to databaseLaunch nurturing e-mailsAd monitoring & managementCampaign tweaking

EVALUATION & REPORTING

TIMEFRAME: 1 WEEKLead sheetROI reporting

Deployment of custom marketing scenarios based on the partner’s goals. (based on marketing workshop)e.g. product/solution push, …

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INBOUND MARKETING AUTOMATIONM

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PACKAGE A

Project management 500

Interviews + Workshop 900

Marketing plan development 600

TOTALS 2000

VALUE PROPOSITION WORKSHOP

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SOCIAL CAMPAIGNS

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WHAT? GOAL

Social Media campaigns include:SOCIAL CONTENT• Creation of new content or adaptation of HPE

provided content for use on Social Media• Publishing of HPE posts or adapted/newly created

social content onto Social Media

SOCIAL MEDIA ADVERTISING

• Ad creation (visual+text) or adaptation of HPE provided ads for use in Social Media advertising

• Targeting and segmentation of target groups for use in Social Media advertising

• Landing page creation on partner’s website or delivering all assets to partner who takes care of the implementation

• Activation and implementation of remarketing, audiences and similar audiences

• Configuration, day-to-day monitoring, budget control and tweaking of ads on Social Media

Social Media posts and ads are primarily focused on demand generation: • Posts link back to extended articles on partner’s

website.• Ads link back to specific landing pages on partner’s

website or make use of specific opt-in features (ie. Facebook Lead Ads) of the Social Media channel.By using a landing-page or opt-in feature, a specific offer needs to be created (ie. whitepaper, demo, …)

PLANNING


TIMEFRAME: 1 WEEKPartner communication outlineTargeting and segmentation strategyTargeting audience & similar audienceLanding page offer creation (ie. whitepaper, …)Content creation (creation/adaptation/translation)Ad creationLanding page creation

CAMPAIGN TIMEFRAME

TIMEFRAME: (variable) 3 WEEKSRoll-out: publication calendarAd monitoring & managementCampaign tweaking



Reach your target audience through social media to drive demand generation.

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SOCIAL CAMPAIGNS

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landingpage‘subject B’

posts

Facebook

ads

ADS

posts

LinkedIn

ads

ADS[targeting]

article‘subject A’

Webplatform

target group

- xyz- zyx- yxz

PERSONA BASEDSEGMENTATION

existing network

[lead capture]

MQL

offerie. whitepaper,

demo, …

remarketing

(similar) audiences

FOLLOW-UP

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SOCIAL CAMPAIGN - PACKAGES OVERVIEWS

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PACKAGE A PACKAGE B PACKAGE C

Project management 150 300 600

Content creation 400 1200 1500

Social posts (Facebook/LinkedIn) 300 600 750

Ad creation 350 600 750

Facebook advertising 500 750 2500

LinkedIn advertising 500 750 2000

Landing page offer creation - 400 400

Landing page creation 300 300 300

(similar) audiences targeting - - 400

Remarketing - - 300

TOTALS 2500 4900 9500

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SOCIAL CAMPAIGN - PACKAGE AS

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PACKAGE A INFO


Content creation 400 Content creation for 1 Facebook post / ads; 1 Linked-in post/ad

Social posts (Facebook/LinkedIn) 300 Submitting the posts, ads set-up, optimizing & reporting

Ad creation 350 Ad Contept creation for 1 Facebook post / ads; 1 Linked-in post/ad

Facebook advertising 500 Mediabudget for Facebook; average CPC 0,25 -> 0,75 euro

LinkedIn advertising 500 Mediabudget for Linkedin; average CPC 1,50 -> 2,00 euro

Landing page offer creation -

Landing page creation 300

(similar) audiences targeting -

Remarketing -

TOTALS 2500

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SOCIAL CAMPAIGN - PACKAGE BS

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PACKAGE B INFO







Landing page offer creation 400


(similar) audiences targeting -

Remarketing -

TOTALS 4900

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SOCIAL CAMPAIGN - PACKAGE CS

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PACKAGE C INFO









(similar) audiences targeting 400

Remarketing 300 Mediabudget for remarketing; average CPC 0,75 euro

TOTALS 9500

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SEA CAMPAIGNS

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WHAT? GOAL

SEA campaigns include:SEARCH ENGINE ADVERTISING (SEARCH + DISPLAY ADVERTISING)• Ad creation (visual+text) or adaptation of HPE

provided ads for use in Display advertising• Targeting and segmentation of target groups for use

in Search and Display advertising• Keyword strategy for use in Search advertising• Landing page creation on partner’s website or

delivering all assets to partner who takes care of the implementation

• Activation and implementation of remarketing• Configuration, day-to-day monitoring, budget control

and tweaking of ads

Search Engine ads are primarily focused on demand generation: • Ads link back to specific landing pages

on partner’s websiteBy using a landing-page or opt-in feature, a specific offer needs to be created (ie. whitepaper, demo, …)

PLANNING


TIMEFRAME: 1 WEEKPartner communication outlineTargeting and segmentation strategyKeyword strategyLanding page offer creation (ie. whitepaper, …)Content creation (creation/adaptation/translation)Ad creationLanding page creation

CAMPAIGN TIMEFRAME

TIMEFRAME: (variable) 3 WEEKSAd monitoring & managementCampaign tweaking



Reach your target audience through search engine advertising to drive demand generation.

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SEA CAMPAIGNS

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landingpage‘subject A’

Search ads

Google

Display ads

ADS

[targeting]

Webplatform

target group

- xyz- zyx- yxz


[lead capture]

MQL

offerie. whitepaper,

demo, …

remarketing

FOLLOW-UP

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SEA CAMPAIGN - PACKAGES OVERVIEWS

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Search advertising 500 1000 2000

Display advertising 500 1000 2000



Remarketing - 500 750

TOTALS 2200 4600 7400

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SEA CAMPAIGN - PACKAGE AS

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PACKAGE A INFO


Ad creation 900 Content, Concept & layout of 3 banner formats

Search advertising 500 Mediabudget for Google Search; average CPC 1,5

Display advertising 500 Mediabudget for Google Display; average CPC 0,08

Landing page offer creation -


Remarketing - Mediabudget for remarketing; average CPC 0,75 euro

TOTALS 2500

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SEA CAMPAIGN - PACKAGE BS

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PACKAGE B INFO


Ad creation 1300 Content, Concept & layout of 6 banner formats






TOTALS 5000

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SEA CAMPAIGN - PACKAGE CS

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PACKAGE C INFO


Ad creation 1800 Content, Concept & layout of all Google banner formats (12 in total)






TOTALS 8000

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INTEGRATED CAMPAIGNS

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Search advertising 500 1000 2000

Display advertising 500 1000 2000

Social advertising Facebook 250 500 1000



Remarketing - 500 750

E-DM 600 900 1200

DATABASE PURCHASE - 1500 3000

TOTALS 3050 7500 12600

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REFERENCE MARKETINGR

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WHAT? GOAL

Reference marketing following a specific format: from client to challenge, solution and result.Both partner and HPE side are highlighted. REFERENCE CASE: WRITTEN• Interviewing the different actors and creating content

(text+visual) for the reference case

REFERENCE CASE: VIDEO TESTIMONIAL• Script writing the case-scenario combining both

partner-content and HPE provided content for use in the reference case

• Prepping the actors, logistics and crew. Filming + Montage.

DISTRIBUTION

• Spreading reference cases through social campaigns, landing pages, e-mailings, …

Reference cases are primarily focused on thought leadership, creating trust and putting client and solution upfront.Positioning HPE products and solutions as a game changer or part of a bigger solution are key. Specific tactics to spread these reference cases are crucial to get the right return.

PLANNING

CASE PREPARATION

TIMEFRAME: 3 WEEKSPartner interviewClient interviewContent creation (creation/adaptation/translation)Script writingLogistics, filming & montageDefining distribution tactics

CASE DISTRIBUTION

TIMEFRAME: 1 WEEKRoll-out

Inspire existing customers and motivate future customers with in-depth reference cases.

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REFERENCE MARKETING - OVERVIEW PACKAGESR

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WRITTEN CASE

Interviews + Content creation 1000 1000 1250

VIDEO TESTIMONIAL

Interviews + script - 400 400

Filming + montage - 4400 4400

DISTRIBUTION

Facebook advertising - - 1000

LinkedIn advertising - - 1000

TOTALS 1500 6400 9000

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EVENT MARKETINGE

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WHAT? GOAL

Event marketing includes:PRE EVENT• Content creation and creation of e-mailings to push

convincing invitations to your target audience• Search Engine Advertising (Display Network) and

Social Advertising to generate more awareness about the event

• Nurturing subscribers through e-mailings:topics highlight, only x more days, …

EVENT / WEBINAR• Event/Webinar communication support

POST EVENT

• Nurturing attendees through e-mailings:download presentations, solutions highlight, …

Generating awareness and getting the right people at an event is crucial. By informing and nurturing them before and after the event, the attendee is pre-informed at the event itself and stays a hot contact after the event.

Lack of e-mail addresses to start targeted e-mailings can be solved by buying databases for specific market segments.

PLANNING


TIMEFRAME: 3 WEEKSPartner communication outlineTargeting and segmentation strategyE-mailing content creation and designAd creation

CAMPAIGN TIMEFRAME

TIMEFRAME: (variable) 3 WEEKSE-mailing to databaseLaunch nurturing e-mailsAd monitoring & management


TIMEFRAME: 1 WEEKAttendees listROI reporting

Get more out of your events or webinars by generating more attendees and nurturing them afterwards.

Event

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EVENT MARKETINGE

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event subscription

Google

ads

ADS

LinkedIn/Facebook

ads

ADS[targeting]

Webplatform

target group

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existing network

[lead capture]

MQL

remarketingif not subscribed(similar)

audiences

contacts

(existing)database

E-mailing platform

e-mail- invitation

- not subscribed yet

e-mail nurturing- topics highlight

- only x more days

event(or webinar)

e-mail nurturing- download presentation

- …

Before event After event

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EVENT MARKETING - OVERVIEW PACKAGESE

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E-MAIL

Invitation e-mailings 600 600 600

Nurturing e-mailings 600 600 600

ONLINE ADS


Facebook/LinkedIn advertising 300 750 750

SEA (Display Network) 300 750 750

(similar) audiences targeting - - 300

Remarketing - - 300

TOTALS 2400 3900 4650

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EVENT MARKETING - PACKAGE AE

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PACKAGE A INFO


E-MAIL

Invitation e-mailings 600 Content, design and html creation - invitation

Nurturing e-mailings 600 Content, design and html creation - follow up e-mails

ONLINE ADS

Ad creation 300 1 banner for FB and Linked-in

Facebook/LinkedIn advertising 300 Mediabudget Facebook; av. CPC 0,25 -> 0,75 euro / Linkedin 1,5 - 2,00 euro

SEA (Display Network) 300 Mediabudget for Google Display; average CPC 0,08

(similar) audiences targeting (FACEBOOK) -

Remarketing -

TOTALS 2400

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EVENT MARKETING - PACKAGE BE

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PACKAGE B INFO


E-MAIL



ONLINE ADS

Ad creation 600 2 banners for FB and Linked-in



(similar) audiences targeting (FACEBOOK) -

Remarketing -

TOTALS 3900

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EVENT MARKETING - PACKAGE CE

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PACKAGE C INFO


E-MAIL



ONLINE ADS

Ad creation 600 2 banners for FB and Linked-in



(similar) audiences targeting (FACEBOOK) 300 Mediabudget Facebook; av. CPC 0,25 -> 0,75 euro


TOTALS 4650

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GET STARTED TODAY

Want to get started? Want a custom built campaign?Give us a call or send us an email.

Jeremy Borremans (+32) 0476 58 81 69

[email protected]

Rein De Grieve(+32) 0479 77 72 93

[email protected]

mailto:[email protected]

mailto:[email protected]

hpe co-marketing packages may 2019€¦ · • deﬁning targets, goals, personas and buyer journey...

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