HP CO-Marketing Zone
Growing the business with our partners
Jakob Bayer/ May 19th, 2015
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Agenda
Introduction
− Jakob & HP
The result
− Partner feedback
− Usage reporting
The need for Co-Marketing re-invention
− Brand inconsistency
Adding functionality
− Fragmented infrastructure
− PIM
− Cost savings
− Homepage re-design
The planning
− Partner feedback
− Business requirements
The journey
− HP’s partner channel structure
− Requirements definition
− Rollout
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Key learnings
− Plan
− Keep it simple
− Avoid customization
Jakob intro slide
Accent is Danish…
25 years at HP
15 years in marketing
3 years in marketing automation for channel partners
WW
2 years with HP Co-Marketing Zone
Boise
Idaho USA
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP in summary
HP creates new possibilities for technology to have a meaningful impact on people, businesses,
governments, and society.
The world’s largest technology company, HP brings together a portfolio that spans printing, personal
computing, software, services and IT infrastructure to solve customer problems.
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Hewlett-Packard Company, Headquarters: Palo Alto, California. (NYSE: HPQ).
HP serves more than 1 billion customers in more than 170 countries on six continents.
HP has approximately 331,800 employees worldwide.
HP's 2012 Fortune 500 ranking: No. 10
HP's revenue for the four fiscal quarters ended Oct. 31, 2012: $120.4 billion.
We ship more than 1 million printers per week.
We ship 48 million PC units annually.
One out of every three servers shipped worldwide is from HP.
HP Software makes calls possible for more than 300 million mobile phone customers around the
globe.
• HP helps 50 million customers store and share over 4 billion photos online.
• HP supports the top 200 banks and more than 130 of the world's major stock exchanges.
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© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Importance of Brand consistency
Examples of partner co-branded advertising
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Importance of Brand consistency
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Flow of marketing content
Corporate
Business units
Field
Advertising
Produc
t line 1
Produc
t line 2
Global
marketing
Produc
t line 3
PR
Produc
t line 4
Region
A
Region
B
Region
C
Region
D
Channel
marketing
Channel marketing in large high-tech companies is one of the most complex and diverse operational
activities in all of marketing. The complexity exists on all levels – marketing, product, program and even
organizational.
Source :IDC 2012
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Partner Experience Study
Partner Feedback on Channel
Marketing
HP vs. Competitors
Enterprise group
PC group
Printer group
Partners’ Key Concerns
Lack of collaborative approach
“More flexibility for co-branding with HP’s campaigns ”
“consult partners regarding marketing plans ..”
“joint , targeted marketing programs”
Better access to marketing material
“Better support for sales collateral”
“Provide marketing collateral”
“We need marketing material”
Need more and improved marketing materials
“More/Better marketing campaigns”
“Bring a stronger marketing message to the
market”
Source: FY12 Satisfaction Survey
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Business objectives summary
From
To
Marketing assets distributed/hard to
find
One place, simple search
experience
Numerous sign on/authentication
steps
Single sign on authorizes access
Customized, difficult/expensive to
scale
Standardized, modular, connectable
Multiple SLA’s service/support
contracts
Consolidated services
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Team Structure
Exec. Sponsor
Project Mgr.
Functional
SME
Data Architect
Strategist
Developers
Testers
Region lead
Region lead
Global marketing
lead
Global Region
marketing
Global marketing
Channel
marketing
Channel
marketing
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Channel
marketing
Optimizing the infrastructure
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Systems consolidation
US MKGT
automation
WW MKGT
automation
US Partner
Commercial &
Enterprise
Europe Partner
Commercial & Enterprise
HP WW SW MKGT
automation
Enterprise AP
MKGT automation
WW HP
Co-Marketing Zone
AP manual Email
process
EU ME & Africa
Co-Marketing Zone
WW
Supplies info
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Partners looking for a one stop shop
Partner landscape
Revenue
30%
# Partners
Platinum
40%
Marketing
Services
Agencies
• Internal marketing agencies
• Receive MDF
• Strong own brand
CMZ
sweet spot
• Little marketing expertise
• Simple or no DTP skills
• Shared marketing
resource
Gold
12%
Silver
10%
Business
8%
Unattended
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Wholesaler
managed
• No revenue commitment
Access Requirements definition
Single Language
Market - Country
Below is a graphical representation of what Virtual Databases a single country user will
see
KEY
Region Wide database
Local Database
Country PPS
Commercial Partner
Country HP User
Country PPS
Enterprise Partner
Commercial and
Enterprise Partner
Can download Source files
Types of assets
Managed Print
Services
Partner
local language PMPS
PPS Comm – Generic
Lat language
Enterprise – Generic Lat
language
PPS Commercial –
Local
Enterprise– Local
Templates and fixed assets that have
been localised for region language
Templates and fixed assets localised for
local country specifically
Generic Local language SOURCE FILES
Master files created by Region Marketing
English SOURCE FILES
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Making it work for all partner types
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Communications
• Instructor led virtual training
• Region F2F partner events
• Adding promotion articles to partner newsletters
• Direct “deep links” to content (click here)
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Support
• Service Level Agreement
• Level 1, 2 HP Level 3 Brandmaker
• 24 X 7 Follow the sun
• 12 languages
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Reporting
• Business Key Performance Indicators
• Effect of promotion
• Partner type sweetspot
• Geographical differences
• Asset relevance optimization
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Partner feedback
• Great to have everything in one place
• Tool does the job
• Better than your competitors
• More flexibility with content
• Easier navigation
• More content (Asia, Latin America)
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Homepage re-design
• Leveraging Magnolia front-end
• Improving user experience
• Aligning with HP’s portal branding
• Adding training center
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Main challenges, Key leanings
Challenges
• Time pressure. Scaling to all region in 9 months
• Region marketers understanding VDB’s, partner types,
roles
• System boundaries (custom objects, language UI’s)
• Usage reporting.
Learnings
• A solid plan helps.
• Involve the region teams. Avoid “us and them” make it
“we”
• Scale at a sensible pace
• Keep the structure simple
• Avoid customization
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.