Intelligent Marketing
Supporting our partners
every step of the way
Julie Gibbs
Divisional Director
Marketing
New Marketing Team Structure
Mark McHale
Sales Director
Julie Gibbs
Divisional Director
Marketing
Anne-Marie Ritchie
Marketing Manager
IBM, IBM Software
IBM System x
Marketing Finance
Administrator
TBH
Frances Norfolk
Marketing Manager
Graeme Armstrong
Marketing Manager
Kelly Harrison
Marketing Manager
Sarah Croker
Marketing Manager
Network Appliance
HP, Sun
Security Solutions
Access & Virtualisation
Julie Caulfield
Marketing Manager
Karen Thomas
Marketing Executive
Madeleine Holland
Marketing Executive
Storage & Software Solutions
Erika Gibson
Marketing Assistant
Storage & Software Solutions
Security Solutions
Symantec, Riverbed
Access & Virtualisation
Malcolm Lavery
Graphics and Web
Design
UK Marketing Budget FY08
 Manage around 40 different vendor MDF guidelines and
processes
 Overall vendor marketing objective is to achieve zero
exposure
 Storage & Software
 Security
£1.2m
£500k
 Access & Virtualisation £800k
 Total
£2.5m (€3.15m)
Key areas of focus for 2008

Strong brand awareness


Solution Marketing


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Knowledge transfer programme on virtualisation
and other technologies
Reseller Recruitment / Profiling


Focus on business issues, not simply products
Thought Leadership


Proactive PR and communication
Retain, recruit and recover channel partners
Channel Marketing

Marketing and planning advice for our partners,
generating incremental business

Map onto our vendor messaging and plans for the
year taking their messages to market
Professional & Training Services

Promote our real value add to the channel with our
IT skills, services and facilities
Strong Brand Awareness

Proactive PR and communication
DNS Arrow’s coverage remained at 27% in Q1
2008, ranking us No. 1 in the sector
Objective:

Increase amount of news stories, success
stories with vendors, channel partners and
end user customers
Activity:

Organise regular press interviews to gain
coverage in trade press

Frequent press releases on the latest
news and announcements

Electronic newsfeed and search facility

PR Audit on a quarterly basis to monitor
coverage
DNS Arrow was mentioned in 471 stories. We sustained
our coverage with last quarter’s results with 24 journalists
and 6 analysts mentioning us in the period.
Solution Marketing

Focus on business issues, not simply products
Objective:

To extract maximum value from a campaign
by taking a solution-led approach
Activity:

Develop and implement marketing
communications focusing on:
 5 levels of virtualisation
 Green
 Simplification
 Business Continuity
 MS Exchange
 Oracle / SAP
 Security
www.dnsarrow.co.uk/brochures
Thought Leadership - Virtualisation
Objectives:

To position DNS Arrow as a thought
leader in virtualisation and transfer our
knowledge to channel partners

To equip our channel partners with the
knowledge to leverage more business in
this increasingly important market
Activity:




Knowledge briefings
White papers
Solution Briefs
Technical Workshops
www.dnsarrow.co.uk/virtualisation
Virtualisation across the system infrastructure

Four white papers and briefings:





5 reseller solution briefs:






Virtualisation – an Overview
Virtualising Storage
Virtualising for Application Access
Virtual Servers – a key step to a highly
productive system infrastructure
Desktop virtualisation (VDI)
Server virtualisation
Storage virtualisation
Network virtualisation and optimisation
Application virtualisation
Virtualisation brochure and network diagram

Tool to educate partners in understanding the
diversity of virtualisation and where our portfolio
of products feature in the solution stack
www.dnsarrow.co.uk/virtualisation
Briefing 2: Virtualising Storage, 18th June

The Royal Berkshire Conference Centre, The Madejski Stadium Reading
The second briefing gives partners the opportunity to hear in one day from the
key virtualisaition and storage solution providers and will examine storage
virtualisation in more detail including:







Thin provisioning to better utilisation across storage arrays
Use of file systems for effective file management
Securing data resources
Rapid data protection practices, snapshot, mirrors
Virtual tape solutions
Data de-duplication
Better storage footprint and power utilisation

Vendor break out presentations and exhibition area during lunch and breaks

Each reseller who attends will receive a virtualisation sales pack including white
papers, solutions briefs and more…
www.dnsarrow.co.uk/virtualisation
NetApp Get Successful
Virtualisation Roadshows
Frances Norfolk, Marketing Manager, NetApp
Background

Objectives:
 To ensure the partners understand the NetApp/VMware proposition and learn how to position
this correctly in the market place
 Consolidate resource, cost and workload for both NetApp and DNS Arrow
 Roll out three NetApp Get Successful Roadshows in the UK
 Harrogate, Coventry & London

Target Market:
 Aimed at senior IT decision makers
 Predominantly end users on behalf of selected Gold & Authorised partners
 Partners’ customer database information was used for call outs

Partners engaged:
 DNS Arrow partners who do not have a NetApp Channel Partner Manager
 Partners were identified through demonstration of business value on Virtualisation

DNS Arrow created & managed the campaign on behalf of the partners
Pre-event Promotion

Began to promote the event 8
weeks prior

1 email wave every week

Touched attendees once a week
with a different message to establish
a relationship

4 week telemarketing to drive
attendance
Partner micro site:
End user micro site:
Event Results

We successfully deployed a series of joint NetApp/VMware events throughout the UK

Each event was supported by a variety of NetApp/DNS Arrow platinum, gold and authorised
partners

High level of partner attendance from 13 separate companies with over 39 individual
contacts

The events included an open forum discussion with NetApp and VMware and industry expert,
Macarthur Stroud

Our NetApp Vendor team delivered the "Get Successful Guides” partner briefing before the events
began

There was a high level of end-user attendance at each event:


Manchester Tuesday 15th April
- 36 attendees

Birmingham Wednesday 16th April
- 35 attendees

London Thursday 17th April
- 62 attendees
Total of 133 delegate across all events
Event Follow up
End users
 A thank you email was sent out to all attendees
 Followed up by a phone call for feedback on the event and to identify further
sales opportunities
 A copy of the presentation was emailed to them
 End users who registered but were unable to attend the events were also called
with an offer of a one to one meeting; a copy of the presentation was also
emailed to them
Partners
 A thank you email has been sent, which identified which of their customers
attended each event, followed by a phone call for general feedback on the events
and a copy of the presentation
Campaign Feedback
End user
 Manchester - 23 completed forms (64%) 1 outstanding
 Birmingham - 16 completed forms (46%) 4 outstanding
 London 35 completed forms (56%) 1 outstanding
 26 qualified leads given to most proactive partners
 Majenta, ISC, TDM, BSG and Computerland
Partners
 Majenta and ISC collectively contributed to the highest level of end users
 12 partners completed forms – feedback was excellent
Any Questions?
Reseller Profiling

Effective targeting of UK channel partners
Objective:

To target new and existing partners to create
brand awareness within the reseller
community and transfer knowledge in the
market of our value add and portfolio
Activity:

Merge all of Centia partners, DNS Arrow
Partners and other partner lists into one
portal

Profiling of all accounts and key contacts

New system give the ability to cut the data
with specific perimeters

Outsourced to ensure data is cleansed on a
regular basis
End-to-end Lead Generation Service

Online Sales Lead Portal (SLP)


Highly skilled telemarketers


2 campaign managers actively working with our partners,
training the telemarketers, writing approach documents,
cutting the data, etc
Campaign feedback manager


A team of over 20 telemarketers skilled in all areas of IT
infrastructure
Campaign managers


A bespoke online sales lead portal servicing over 150
partners, which allows them to update leads and feedback
to secure future vendor funds
1 head gaining feedback from the resellers from their
campaigns and chasing them for quoted, pipeline, lost and
won business
End user database

Access to over 42,000 IT decision makers
Telemarketing Skills Matrix
CPB has worked with
DNS Arrow since
2001 on lead
generation including:
End User Lead
Generation
Lead Distribution and
Management
Reseller Recruitment
Reseller Profiling
P is proficient. Could prospect with little/no additional briefing.
U has an understanding. Would need a refresher briefing.
X no experience as yet
Excellent quality end user data


Over 42,000 IT decision makers available free of charge to
resellers working with DNS Arrow on a joint project
Specific targeted data cut for campaigns:

Checked against the CTPS register

Contacts permanently unavailable are tracked &
excluded from target data

No recalls on same vendor for 6 months

Maintain adequate no of records to ensure successful
results on “Treadmill” type campaigns

Data intelligence by record is available to be able to
target by vendor, product or solution for a more targeted
approach
Database highlights:
42,000 sites with 51,000 IT contacts and
27,000 email addresses with detailed
demographic information:
• 3,500 sites with 1TB or more
• 2,700 Backup Exec users
• 380 EMC sites
• 787 Oracle sites
• 668 Check Point sites
• 497 Solaris sites
…… and many more
* Data is provided to a third party agency for lead generation purposes and cannot be supplied directly to the reseller as it is a
breach of our contract with CPB UK Limited. A confidentially agreement will have to be signed and adhered to.
Customer Quotes
“The leads you provide are of excellent quality
and full of detailed information for the targeted
organisations. However as we take on leads
from a number of sources where the quality is
not up to the standard of those from DNS Arrow,
it was felt we needed to introduce a short
intermediate process, internal telemarketers, to
ensure the Logicalis Account Managers were
not attending meetings for the sake of it or
chasing up unqualified leads.
I can assure you, the comparison in leads from
DNS Arrow compared to other sources is quite
astonishing. Many other sources lack sufficient
data to be fully qualified and that is why we
introduced the process.”
Chris Taylor, Marketing Data
Management, Logicalis UK
“We have been working with DNS Arrow for
several months on the follow up to their lead
Generation telemarketing campaigns. The leads
have been highly qualified, detailed and of a
particularly high standard. In almost all instances
we have found the customer requirements to be
accurate, timely and well qualified. The
campaigns run by DNS Arrow have certainly
raised the bar for future telemarketing campaigns
conducted by Apex and we look forward to
working with them in the future.”
Deborah Carlier, Marketing Manager,
Apex Computers
“CPB has continued to support Alpha through
delivery of highly qualified sales opportunities
across key vertical sectors. Several of these
opportunities have converted into sales and pipeline
and are scheduled to close shortly. CPB is also
providing opportunity management services to
ensure that contact is maintained with prospects for
the medium and longer term opportunities thus
enabling our sales force to focus their efforts on
business closure.”
John Malabon, Sales and Marketing
Director, ALPHA
Grow and develop channel partners
Objective:

Provide new and existing resellers with added support to
develop and increase their business with DNS Arrow
Activity:

Virtual Marketing Managers across all core vendor streams
providing creative activity for channel partner joint
campaigns

Sales Academy Workshops to provide channel partners
with specific sales skills required to sell solutions

NDA Events and Study Tours to ensure our partners have
the knowledge and expertise required to sell our vendor
solutions in a competitive market

Customer case studies to assist our partners in promoting
the joint value add required in a solution sell opportunities
Virtual Marketing Managers
Providing our channel partners with:

Direct marketing ideas including examples
of mailers, emailers and telemarketing
campaigns

Marketing communications advice for
successful events and seminars

The latest marketing initiatives and
promotions

Access to product image store and
branding guidelines

The ability to order product and solution
brochures

Merchandise ideas and a range of
opportunities for joint exhibitions,
incentives and seminars
www.dnsarrow.co.uk/vmm
Login: julie.gibbs@dnsarrow.co.uk
Password: Tweety10
New VMM Planner Dashboard
Reseller Reward Scheme

Reseller loyalty scheme

Ability to promote and encourage sales of
any of our products, solutions and services

Designed to recruit, retain and recover
resellers

Visibility of all promotions to all channel
partners

Promotions currently running for DNS
Arrow Training Services
www.in-partnership.com
Login: J_GIBBS
Password: 7945TPYU
Intelligent e-Marketing

MailAgent - creative consultancy
e-marketing tool


Available to our resellers as part
of a joint campaign

Create, send and monitor
eCampaigns

100% reporting accuracy
Event management tool coming
soon!

More information can be found at
www.mailagent.co.uk
Channel Communications

Channel Informer providing regular channel communication:

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



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DNS Arrow Preference page:


latest vendor initiatives
Promotions
Try and Buy programs
Vendor led marketing
Sales tools
White papers, success stories
Product launches and roadmaps
Preference page setup for contacts to select
the communications they want to receive
DNS Arrow event management coming soon
Preference page and subscription facility
www.dnsarrow.co.uk/subscribe
Training Services & Professional Services Marketing

Pay per Click Google campaign
 Google Analytics installed to track response
 Receive lots of leads and training sales as a
direct result

Improve customer experience
 Regular communications – Training Channel
Informer
 Training delegate packs (2GB USBs, etc)
 Customer follow up for feedback
 Tailored campaigns relevant to past training
 Brand the offices with relevant training posters,
banners

End user demonstrations
 Tracked though the Sales Lead Portal
 Customer feedback online form
MySite – get to know your company
Hospitality Calendar 2008

DNS Arrow Golf Day
 The Oxfordshire Golf Club, 11th June 2008

Executive Briefing Lunch (NetApp)
 The Dorchester, 25th June 2008

England v South Africa Test Match
 The Oval, 7th August 2008

Daytona Raceday
 Milton Keynes track, 16th September 2008

Paris Experience
 9th and 10th October 2008

Executive Christmas Lunch
 The Ritz, 11th December 2008
Any questions?
Julie Gibbs
Divisional Director, Marketing
Office:
DNS Arrow, Nidderdale House, Harrogate, HG3 1SA
Tel:
+44 (0) 1423 519216
Mob:
+44 (0) 7970 551239
Email:
julie.gibbs@dnsarrow.co.uk
Http:
www.dnsarrow.co.uk
International Direct
Marketing Fair 08
Sarah Croker
Marketing Manager, Access & Virtualisation
2008 – Looking ahead
 Marketing in a downturn
 1 in 5 companies have cut DM
budgets in the 1st quarter of
2008
 However, 13% of companies
have increased overall
marketing spend – mostly on
Internet marketing
 Our prospects are increasingly
difficult to reach
Call to contact ratio is
decreasing in the UK
20
15
Targeted
Contacts
made per 10
100
attempts
5
0
1999 2000 2001 2002 2003 2004 2005 2006 2007
Staying competitive
 Refocus marketing and sales effort on the best sectors and opportunities
 Evaluate your current marketing spend
 stop any activity that is not producing good results and replace with
new activity
 Get the balance of tactical marketing and brand building right
 Upsell / Cross sell aggressively into existing base
Staying competitive
 Focus on customer retention
 Are you spending enough on keeping customers? Is customer
service good enough? The key is customer experience and getting
it right!
 Add value, help customers and understand what they appreciate to
drive word of mouth
 React quickly, ensure sales feedback is communicated directly to the
marketing team and brainstorm together
 Understand and exploit your key differentiators to the competition
IDMF 08 – other findings
 The world is changing with Web 2.0
 Creating communities online
 Consumers are driving the marketing
 Customers do their own research online before buying
 Customer shop around to find the most competitive deal
 4 Ps now the 4 Es!
 Product > Experience
 Place > Everywhere
 Price > Exchange
 Promotion > Evangelism
More information
 Please visit http://www.theidm.com/idmf2008 or
http://www.theidm.com/iw2008 to access presentations
 White papers on email marketing will be made available
DNS Arrow Online and
Electronic Tool
Demonstrations
Online tools demonstrations
 DNS Virtual Fair
www.virtuellemesse.info
 DNS Arrow VMMs
www.dnsarrow.co.uk/vmm
 New VMM portal
 Sales Lead Portal
www.dnsarrowleads.co.uk
 Media Monitoring
www.meltwaternews.com
 Email Marketing
www.mailagent.co.uk
 Online Reward Catalogue
www.in-partnership.com