HP Enterprise Group Marketing Channel Implementation Guide

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP Enterprise Group Marketing Channel Implementation GuideGlobal EG ISS 4132004#3

Sally Chasanoff – Channel Campaign Manager

August 1, 2013

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

ContentContactsCampaign Overview

- Background- Concept- Messaging

Campaign Tactics- Communication tools & tactics- Translations- CTA’s/Sales readiness- Sample of available tactics

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3

Contacts

Global:• HP WW Campaign Manager: Sally Chasanoff

Regional: • EMEA: Marjolein Weel• AMS: Lynn Defrees• APJ: Carolyn Drury

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Campaign Overview

BackgroundConceptMessagingProof Points

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Campaign background• Initiative supported:

− HP Just Right IT partner transactional promotion• Objectives:

− Demonstrate the value of HP servers that are designed to address small and mid-size business customers—no matter their IT demands—by showing that HP ProLiant Gen8 servers deliver for essential operations (the e-series)and high-performance demands (the p-series).

• Target audience:− CIO, Data Center Manager, Technology Influencers, CFO

• Products:− HP ProLiant Gen8 servers− Primary: HP ProLiant Gen8 e-Series Servers for day-to-day essentials and HP ProLiant Gen8 p-Series

Servers for high-performance needs

− Secondary: HP ProLiant Gen8 p-Series Servers featuring HP SmartDrives and HP iLO Management Engine

• CTA:− Core CTA: Contact us− Optional CTA: View HP white paper:

“HP ProLiant Gen8 Servers pave the way for growing small and mid-size companies”

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6

Campaign concept (1/2)Value Proposition:• In the face of ever-expanding workloads, you need an IT infrastructure that responds to rising demands.

Whether you’re focused on the day-to-day essentials of running a business or you need the capacity to create a private cloud or manage a data center, your solution can start with HP ProLiant Gen8 e-Series or HP ProLiant Gen8 p-Series servers.

• The HP ProLiant Gen8 e-Series Servers for day-to-day essentials

• The HP ProLiant Gen8 p-Series Servers for the high-performance needs of a growing businesses.

Customer Insight/Rationale: • SMB’s IT infrastructures are facing new challenges. IT administrators are beginning to realize that

technology, even if it is only a few years old, is struggling to keep up with today’s IT demands. Small to medium businesses need the capacity to adapt as their business demands evolve and grow. Most importantly, they need to meet these needs without incurring all the costs associated with managing the changing IT demands.− “I need a choice of servers that can help me keep up with my IT demands.”

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7

Campaign concept (2/2)Headline: • Servers for today’s SMB

Subhead: • Keep up with growing IT demands

Imagery:• HP ProLiant Gen8 e-Series Servers• HP ProLiant Gen8 p-Series Servers

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8

Message mapJRIT message

Technology made easy for your growing business

Campaign Message

In the face of ever-expanding workloads, you need an IT infrastructure that responds to rising demands. Whether you’re focused on the day-to-day essentials of running a business or you need the capacity to create a private cloud or manage a data center, your solution can start with HP ProLiant Gen8 e-Series or HP ProLiant Gen8 p-Series servers.

Campaign Headline

Servers for today’s SMB

Subheadline Keep up with growing IT demands

Customer pain points

1. Limited IT resources2. Lack of infrastructure capacity for growing business demands3. Budget

HP’s solution to pain points

Depending on customers’ IT demands, HP offers a choice of servers to meet their needs:• Core operations—HP ProLiant Gen8 e-Series is designed to support essential business needs.• High performance—HP ProLiant Gen8 p-Series Servers are ideal for supporting internal cloud environments managing data centers.• Efficiency—HP ProLiant Gen8 p-Series Servers feature HP SmartDrives to expedite maintenance and reduce errors.• Easy management—HP ProLiant Gen8 p-Series Servers feature HP iLO Management Engine with automatic monitoring.

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Co-branded campaign tactics

Communication Tools & SpecificationsTranslationsCTA’s/Sales ReadinessSample of Available Tactics

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Communication tools & tacticsAll tactics can be found on Partner Marketing

Center here, Marketing Depot here, and Comoda here :

Folder: Global EG ISS 4132004#3Link:

https://www.hppreferredpartners.com/campaigns/detail-view.hp?content_id=1120Demand

generation

Other

Sales andmarketing

tools

Channel trainingPowerPoint®

(by product/BU)

Channelannouncement email

eDM from distributor toreseller (generic on JRIT)

eDM from reseller to customer (by product/BU)

DM postcard from resellerto customer (by product/BU)

Customer overview(by product/BU) Telescript Value proposition

(printed and filmed)

ChannelImplementation guide

Copy deck(translated)

CampaignIntroduction video

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All tactics can be found on PMC, Marketing Depot, and Comoda.

Category Tactics SpecificationsDirect Marketing eDM JPG, source file

Postcard JPG, source fileSales and Marketing Tools

Channel training presentation (by product/BU)

PowerPoint®

Customer overview (by product/BU) PowerPointTelescript 8.5” x 11” Word documentValue proposition (printed and filmed)

PDF

Other Channel implementation guide PowerPointChannel announcement email JPG, source fileCopy deck (translated) 8.5” x 11” Word documentCampaign introduction video www.hp.com/go/promo/transactional

Overview of available tactics

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12

Gated and non-gated CTAsCampaign CTA

Core CTA (gated)• Contact us

Optional gated CTA• HP white paper: “HP ProLiant Gen8 Servers Pave the way for growing small and mid-size

companies”- here

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13

Translations

• Translations need to be carefully checked and amended, for example, CTA (call to action).

• Copy decks are available for translation on August 1, 2013.• Global EG ISS 4132004#3• Link: https://www.hppreferredpartners.com/campaigns/detail-view.hp?content_id=1120

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14

Sample of available tactics (1/2)Video eDM Postcard

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

End

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