Post on 20-Jan-2015
description
Product Marketing Presentation
- Jas Mann
Agenda
Vision11
Messaging22
Routes to Market33
55
Questions66
Product Marketing Role
Awareness and Demand Generation44
ASIGRA VISION- TECHNOLOGY LEADERSHIP
What The Analysts Are SayingGartner MarketScope for Enterprise Backup/Recovery Software 2008
The leading backup vendors continue to play a significant role in the overall recovery market, but the pressure to innovate and offer a range of recovery options has escalated because new market requirements are forcing customers to look at other vendors' technologies and solutions.
Gartner MarketScopeGlobal Backup and Recovery Distributed Market Share Data (Distributed Backup Market = 1.5 Billion)
IBM TSM
15%
Symantec
NBU
24%
Symantec
BE
20%
Syncsort
Backup
Express
2%
BakBone
NetVault
2%
HP Data
Protector
4%
CommVault
4%
EMC NetWorker
9%CA ARCserve
8%
Atempo Time
Navigator
1%
Other
11%
Competitive LandscapeBackup Software – Traditional Vendors
SmallBusiness
Enterprise
Backup Exec
Backup ExecMid-Market
NetBackupNetBackup
YOSEMITE
Mar
ket
Seg
men
t
Large Enterprise
EXPRESS
Simpana
DataProtectionManager
Competitive LandscapeBackup SaaS Vendors (Online Backup, Online Storage)
SmallBusiness
Enterprise
SPNSPN
Mid-Market
Mar
ket
Seg
men
t
Large Enterprise
MOZYMOZY EVaultEVault
IDC FORECASTWorldwide Software on Demand Revenue, 2006-2011
“The software on demand market reached $3.6 billion in revenue in 2006, and IDC believes it will grow to $14.8 billion in revenue by 2011, with a compound annual growth rate of 32%....”
INDUSTRY TRENDSTop Strategic Technologies for 2009 identified by Gartner
VirtualizationTechnology that leverages (1) Server Virtualization, (2) Virtualization in Storage and Client devices, (3) Virtualization to eliminate duplicate copies of data on real storage devices while maintaining the illusion to the accessing systems (data deduplication).
Cloud ComputingTechnology with (1) delivery of capabilities “as a service”, (2) scalability of services, (3) use of Internet to deliver the services, (4)designed for delivery to external customers
Web-oriented ArchitectureTechnology that leverages the key design principles inherent in the web-
centric approach to provide an agile and scalable service-oriented environment.
Business IntelligenceTechnology that makes IT a strategic asset and lets them make faster,
better, informed decisions – particularly in a difficult business environment.
Green ITTechnology that allows more equipment in the energy footprint.
Asigra – Technology Leader
Virtualization “Unobstrusive” Virtual Server Backup, Granular Recovery, Deduplication
Televaulting – How it addresses the top strategic technology requirements
Cloud Computing “SaaS model”, Unparalleled Scalability, Internal/External Vaulting ability
Web-oriented Architecture Agent-less architecture, Integrated CDP
Business Intelligence Centralized Administration, Service-oriented architecture
Green IT Best-of-breed data reduction techniques
Capability NBU BE
Agentless architecture
Service-oriented architecture
True pay-as-you-grow
Integrated Deduplication
Integrated Archival/Vaulting
Agent-less Virtual/CDP Support
Comparison with a Traditional Backup VendorTelevaulting – How it compares to Symantec Netbackup and Backup Exec
Capability E-Vault
Agentless architecture
Zero channel conflict
Higher margins for MSPs
Complete Virtual/CDP Support
Non-disruptive implementation
and operation
Comparison with a SaaS VendorTelevaulting – How it compares with EVault (Available as EVault Managed Service and via Service Providers)
Technology leader –
support for
all strategic technology
trends.
Televaulting platform offers
complete in-house IT
infrastructure protection for
SMBs and Enterprises
Growing adoption for “on-
demand software.”
Established base of MSPs
The Time is Right
Software as
a Service
Extending to the IT
infrastructure
Technological
AdvancesAsigra
Televaulting
Technological
AdvancesTechnology leader –
support for all strategic
technology trends.
Extending to the
IT infrastructureTelevaulting platform
offers complete in-
house IT
infrastructure
protection.
Software as
a ServiceGrowing adoption
for “on-demand” software.
Established base of .MSPs
Asigra Televaulting – incorporating all the top strategic technology requirements
ASIGRA MESSAGING- THOUGHT LEADERSHIP
What The Analysts Are SayingChief Sales Officer Insights – GETTING INTO THE GAME
www.asigra.com is #1 Sales Tool for Televaulting
www.asigra.comExternal Website
Key Point of ExposureBusiness NeedBusiness Need
Key Resource for Product InformationCustomer NeedCustomer Need
Key Sales ToolSales NeedSales Need
Key Marketing and Content ResourceChannel NeedChannel Need
www.asigra.comExternal Website Suggested Messaging Updates
Enterprises and SMBsAudienceAudience
Thought LeadershipVisionVision
Technology LeadershipSolutionSolution
Primary and remote locationsTargetTarget
www.asigra.comSuggested Thought Leadership Solution Categories and Technology Leadership Solution Categories
DATAPROTECTION
DATAMIGRATION
IT POLICY COMPLIANCE
DISASTERRECOVERY
ARCHIVING
REMOTE BACKUP
Virtualization
Web-orientedarchitecture
Green IT
Cloud Computing
Business Intelligence
BUSINESS DRIVERS
www.asigra.comLinking Solution Categories with Televaulting Features
VirtualizationVirtualizationData Protection
Disaster Recovery
Data Migration
Archiving
IT Policy Compliance
Remote Backup
ETC>>>>
TelevaultingFeatures
TelevaultingFeatures
Cloud Computing
Cloud Computing
Data Protection
Disaster Recovery
Data Migration
Archiving
IT Policy Compliance
Remote Backup
TelevaultingFeatures
TelevaultingFeatures
www.asigra.comTelevaulting Features
DESKTOP/LAPTOP BACKUPENCRYPTION CDP
BLM DEDUPLICATION VMWare Support
ETC>>>>and then creating content like Whitepapers on the high-level features
www.asigra.comCollateral Messaging
Thought Leadership
Content
Thought Leadership
Content
Technology
Leadership
Content
TelevaultingFeaturesContent
TelevaultingFeaturesContent
Website Content deployed in :
Datasheets
Whitepapers
Customer Success Stories
Solution Briefs
Product Tours
Demand Generation Tools
FAQ
ASIGRA
THOUGHT LEADERSHIP
TELEVAULTINGFEATURES CUSTOMERS
www.asigra.comCollateral Messaging
ASIGRATECHNOLOGY LEADERSHIP
WEBSITE AND
EXTERNAL CONTENT
ASIGRA ROUTES TO MARKET
Channel Building Blocks
Customers (SMBs and Enterprises)
VARs
Inside and Field
Sales
ChannelMarketing
Channel Sales
ExternalWebsites/ Collateral
LARsDistributors(Unmanaged VARs)
Routes to Market used by Traditional Vendors
CUSTOMERS – Information Sources
Customers(IT Director, CIO, CTO, IT Admin, IT Manager and related)
Inside and
Field SalesLARs VARs
VendorWebsite/Collateral
Territory Account Reps
Sales Engineers
Account Executives
Pre-sales consultants
Funded heads
LAR Websites
Inside Account Executives
Pre-sales consultants
Onsite reps
Product Info
Online Store
Customer Service
Events
Routes to Market used by Traditional Vendors
DISTRIBUTORS – Information Sources
Distributors(Account Manager, Marketing, Sales, Licensing, Order-fulfillment)
Channel Marketing
Channel Sales
ISOVendor
Websites/Collateral
Distribution Marketing Contacts
Distribution Partner
Account Managers
Technical Sales andsupport contacts
Inside Sales Support
Maintenance Renewal Desk
Order Services Group
Partner Portal
Vendor Website
Partner Collateral
Events
Routes to Market used by Traditional Vendors
RESELLERS – Information Sources
LARs/VARs(Funded heads, Sales, Marketing, Licensing, Pre-sales consultants)
Disti-s
Partner Field MarketingManagers
Channel Account
Managers
InsideChannelSales
Technical Sales
support
Maintenance Renewal Desk
PartnerPortal
Reseller IntranetPages
Vendor Website
Partner Collateral
Channel Marketing
Channel Sales
ISOVendor
Websites/Collateral
ResellerPre-sales support
Licensing Desk
Order Management
Routes to Market used by Traditional Vendors
ASIGRA AWARENESS
&
DEMAND GENERATION
What The Analysts Are SayingMarketing Leadership Council- LEVERAGING B2B WORD OF MOUTH MARKETING INITIATIVES
Viral Marketing : Creating entertaining or informative messages designed for organizations to pass on electronically , via email, online community, Web site, or other Internet channels.
THE NAKED IT GUYUsing a concept to capture attention
CONCEPT : Today’s IT Managers are exposed - they need more coverage than they currently have- they do not have complete data and systems protection for their IT environments …Asigra Televaulting - helping IT managers be less exposed to IT risks
Awareness ToolCapturing the attention to generate Awareness and Demand
CaptureAttentionCapture
AttentionCreate
Awareness
5 question quiz highlighting
Televaulting
Technology differentiators.
Discover your
Nakedness
Score-Card!
GenerateDemand
Check Out
Televaulting
TryAndBuy!
GenerateDemand
Check Out
Televaulting
TryAndBuy!
Are you wearingemperor’sclothes?
Are you wearingemperor’sclothes?
Target
FIT&
SIT
White Papers
ACTIVITY OFFER
Awareness Consideration Try Buy
Reg
istr
atio
n/T
rack
ing
Talk With Sales Rep
BUY
Call Blitz
Sales Script&
Overview
Trialware
Emailscorecard
Email to prospects
Asigra/Partner Websites
Other?
Demand Generation Strategy
Televaulting Demand Generation
After
RouteMarketing Capture ScoreQualify
(Follow-Up)Channel
Inside Sales
FieldSales
OpportunityLeadResponse
Converting Marketing Responses into Sales
Leads Management
ASIGRA PRODUCT MARKETING
What The Analysts Are SayingDifference between Product Management and Product Marketing
Product management is more inclined to work closely with development and engineering while product marketing tends to work more closely with marketing communications.
Use Scenarios
InnovationWin/Loss Analysis
User Personas
Release Milestones
Technology Assessment
Competitive Analysis
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Product Portfolio
Market Requirements
MarketSizing
Product Roadmap
Market Research
Market Problems
Distinctive Competence
Product Performance
PositioningMarketing
Plan
Customer Acquisition
Customer Retention
Launch Plan
Sales Presentations &
Technical Demos
Competitive Write-Up
EventSupport
Channel Training
Collateral & Sales Tools
WhitePapers
“Special”Calls
AnswerDesk
Thought Leaders
Success Stories
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
PM/PMM Responsibilities Framework
© 1993-2006 Pragmatic Marketing, Inc.
Product ManagerTechnical Product ManagerProduct Marketing ManagerProgram Manager
Channel Marketing ManagerJob Description
Responsible for planning and implementing channel marketing programs designed to increase product sales, brand exposure and market share with channel distributors and resellers.
Key Objectives:
Develop channel marketing strategies and account specific marketing plans by managing MDF expenditure and contracts.
Control product content and messaging on partner sites to ensure maximum efficiency and brand consistency.
Maintain relationships through ongoing contact with partners in joint go-to-market strategies. Work to identify the best marketing methods and tactics to increasing product sell-through and brand exposure. Visit accounts on a quarterly basis for strategic and promotional planning.
Help coordinate, plan, and participate in channel sales training and partner tradeshow events.
Develop and implement channel incentive and promotional programs. Conduct partner audits to ensure that partners are aware of and take advantage of Partner Programs.
Prepare program collateral and manage Partner communications in order to make sure they are aware of requirements, promotional campaigns and training opportunities.
Plan and negotiate partner launch marketing campaigns for new products and programs.
Track and report against MDF spend and promotional campaign effectiveness; update monthly metric tracking and reports.
Product Marketing ManagerJob Description
Responsible for driving the go-to-market strategy, market analysis, and positioning. Converting these execution plans into messages and materials to drive thought leadership, lead generation and sales/channel enablement. Working closely with the Product Management, the Executive team and across the organization to maximize the effectiveness of the message to market and point of sale. Ultimate outcome is to win the hearts and minds of customers, partners, analysts, and media.
Key Objectives:
Solution, product, vertical and alliance positioning and messaging.
Writing and providing input to create compelling press releases.Conducting press interviews, press briefings, and analyst briefings.
Work with Corporate Marketing to create sales campaigns.
Create and maintain sales tools, collateral, training, ROI tools, case studies, whitepapers.
Conducting presentations and web seminars at various venues globally for lead generation and brand awareness.
Internal and external product and solution evangelism.
Working with marketing team and product management to create marketing roadmap and strategy to break into new markets and solidify existing ones.
Marketing Messages
CollaborationChannel Enablement
Sales Enablement
AsigraAsigraCustomersCustomers
ProductProductManagementManagement
A Connected World
Asigra Sales
AsigraPartners
ProductMarketingManager
Product Marketing – Strategic and Tactical Role
Channel Enablement
Asigra Partner Portal
Partner Resource System
Shared Resources
Quoting Tool
Price ListsEducation
and Training
CustomMarketing
Partner Ordering
Partner Reporting
Leads and
Renewals
Administrative and Management Reporting
FinancialDatabase
Da
ta
Ord
ers
Partner Locator
Enterprise Content
Management System
Sales Automation Databases
SFDC
Co
nte
nt
Pa
rtn
er
Da
ta
Pa
rtn
er
Da
taO
pp
ort
un
ity D
ata
Pa
rtn
er
Da
taO
pp
ort
un
ity D
ata
Partner Program Management System
Key areas of Product Marketing Input in Channel Enablement Strategy
Questions?