HPE internal and partner only

Date: December 4, 2017

HPE Just Right IT CampaignJRIT IT Increase Flexibility - Refresh (Hybrid IT)

Channel Prep KitQ1 FY18

HPE internal and partner only 2

Dear Partners,

Today, we are launching new tactics for the JRIT Increase IT Flexibility

Campaign refresh, continuing with the concept, look and feel that was

launched early in FY17.

The refresh includes new creative for a Frost & Sullivan white paper,

“Best Practices for Hybrid IT: Tips for Midsized Businesses.” The white

paper provides 5 tips for implementing a hybrid IT strategy.

Amongst online and static banners, four new eDMs are available and

can be used to reach out to existing and potential customers with

thought leadership, HPE POV and product information designed to help

customers understand how HPE can help throughout their digital

transformation.

Share the Frost & Sullivan white paper with your customers to open a

dialogue about the challenges of implementing a hybrid environment

that can meet their most critical needs, without disrupting business,

budget and resources. Help them to understand that the business

benefits of a well-executed hybrid model far outweigh the challenges.

Get the latest campaign assets from this new prep kit to demonstrate

how you can partner with HPE to meet the demanding IT and business

needs.

In this channel prep kit, you will find the content and co-marketing

tactics from HPE’s Just Right IT Increase IT Flexibility campaign. All

assets are hyperlinked or have direct access from PSNow. We

encourage you to take time out to read, download, and leverage the

resources below.

Good Selling!

HPE Strategy, Content and Campaign Team

JRIT IT Increase Flexibility

WelcomeCampaign

Overview

Campaign

Concept

Call to

Action

Customer

Journey

Selling

Arguments

HPE internal and partner only

Campaign Overview

A Hybrid IT approach is vital to compete successfully in the digital age. HPE has the expertise to help SMBs customize the right mix of on-premises and public cloud that will help them achieve greater operational efficiencies, security and flexibility.

HPE Just Right IT products and solutions can help SMBs improve IT performance and scale, reduce overall cost of IT expenditures, reduce the amount of downtime, reduce IT risk and improve regulatory compliance.

The main objective of this campaign is to drive worldwide awareness and generate demand for HPE’s Just Right IT technologies, services and solutions for small and midsize businesses. Grow market share and mind share for SMBs with simple, reliable and affordable solutions.

Target Audience

Midsize market (100 – 999 employees), CIO/IT Manager; Small market (10 – 99 employees), Owner/Founder.

Solution/Service/Products

− Servers: HPE ProLiant Gen9 servers (10, 100 series) and Gen10 servers, (Microserver, 100, 300 Series); HPE ClearOS

− Storage: HPE MSA 2050, 2052, HPE StoreVirtual 3200− Networking: Aruba Instant Wave 1 and Wave 2 Series Access Points

Call to Action

Frost & Sullivan white paper: Best Practices for Hybrid IT: Tips for Midsized Businesses

Tactics Available:

Resources

3

− eDMs (Frost & Sullivan, Disrupt, Excite & Enable versions)− HTML5 Retargeting Online / Static Banners (3 sizes)− Registration / Landing Page (for reference)− Localized Copy Deck (for eDMs, and online banner)− Campaign Imagery

Contacts

Global

SMB Volume Marketing:

Kimberly Sterling

Campaign Activation:

Elisabeth Schirner

Campaign Name

JRIT Increase IT

Flexibility 510363728

Asset Hub folder

PSNow Deep Link

Funding

No IIP funding available for this campaign.

JRIT IT Increase Flexibility

WelcomeCampaign

Overview

Campaign

Concept

Call to

Action

Customer

Journey

Selling

Arguments

HPE internal and partner only

Value Proposition

Gain operational efficiencies and flexibility for your workloads whether on premise, in the cloud, or a hybrid environment with HPE Just Right IT products, services solutions that are simple, reliable and affordable.

Customer Insight/Rationale

SMB customers lack resources, time and expertise so they need to reduce complexity. SMBs need:− An IT environment that is simple and reliable. − To modernize legacy infrastructure for on premise, cloud, or hybrid IT.− To simplify and automate management of on premises, hybrid, and

cloud environments. − To speed the adoption of a hybrid environment with the right

combination of on premise IT and cloud services.

Headline/Subheadline: Now hybrid IT is for everyone.

Campaign Image

4

Digital Repository

High Resolution Image

(main campaign imagery)

High Resolution Image

(alternative imagery)

Resources

JRIT IT Increase Flexibility

WelcomeCampaign

Overview

Campaign

Concept

Call to

Action

Customer

Journey

Selling

Arguments

Campaign Name

JRIT Increase IT

Flexibility 510363728

Asset Hub folder

PSNow Deep Link

HPE internal and partner only5

Main Campaign CTA – gated

(when you intend your customers to register for this white paper,

then a lead generation form needs to be created – for more details, please

see section web experience).

Frost & Sullivan white paper: Best Practices for Hybrid IT: Tips for Midsized Businesses

For additional supplementary (ungated) campaign assets (CTAs), please visit section: Supplementary Documents within this prep kit.

Frost & Sullivan

White Paper

(PSNow links)

US EN

UK EN

Link

Link

French Link

German Link

Italian Link

Russian Link

Spanish EMEA

Link

Spanish LAR

Link

Brazilian Portuguese

Link

Korean Link

Japanese Link

JRIT IT Increase Flexibility

WelcomeCampaign

Overview

Campaign

Concept

Call to

Action

Customer

Journey

Selling

Arguments

HPE internal and partner only6

Ea

rn A

tte

ntio

n

Landing page

https://www.hpe.com/us/en/solutions/smb/virtualization-solutions.html

Gated and Non gated CTAs, Hero Solutions, Products ....

eDM

IDC White

Paper

Online Banner

Landing Page

Social Media

Leads Qualification

Drive to tactics

Revenue

Others ….

En

ga

ge

an

d P

ers

ua

de

Com

mitm

ent

Hybrid IT Infographic

Other solution and service content

Hybrid IT Case

Study

Hybrid IT – The Right Mix White Paper

HPE POV eBook

Hybrid IT Brochure

HPE JRIT

Product

Promotions

Trade-in

Program

Resources

JRIT IT Increase Flexibility

WelcomeCampaign

Overview

Campaign

Concept

Call to

Action

Customer

Journey

Selling

Arguments

Registration Page

Frost & Sullivan

White Paper

Frost & Sullivan

White Paper

Campaign Name

JRIT Increase IT

Flexibility 510363728

Asset Hub folder

PSNow Deep Link

HPE internal and partner only7

The HPE Just Right IT portfolio offers right-sized server, storage and

network products and solutions that are designed with the IT

generalists in mind.

HPE strategy maps to SMB priorities

Trends in mobile, cloud computing and Big Data provide SMBs with

unique opportunities. Just Right IT products and solutions map to

their top business drivers and unique IT considerations.

SMBs want to partner with companies and partners that have the

experience and expertise to help SMBs achieve these business

outcomes.

Just Right IT Products and Solutions

HPE has the simple, affordable and reliable technology, portfolio,

solutions, and services to help SMBs that allow you to quickly map

your customer’s needs to the right solution. You’ll have access to

quick start tools to accelerate the quote and configuration process.

You’ll have access to aggressively priced promotions, solutions

bundles and rewards that are aligned with your customer’s most

common objectives.

You can expand your reach with access to HPE’s expansive portfolio

of products and solutions that allow you to engage any size client with

the knowledge that the solution fits their needs. And HPE provides

this on a proven infrastructure with flexible financing.

Here’s how you can sell better:

− Get yourself familiar with HPE Just Right IT strategy, storyline, and messaging, and how it aligns with HPE solutions.

− Plan your sales and marketing approach. Select the storyline and theme that will resonate best with your prospects and customers.

− View or download assets directly from the links to start your campaign execution and drive leads.

JRIT IT Increase Flexibility

WelcomeCampaign

Overview

Campaign

Concept

Call to

Action

Customer

Journey

Selling

Arguments

HPE internal and partner only8

Resources

JRIT IT Increase Flexibility

Digital Tactics

Banners

Digital Tactics

eDMs

.com Customer

Experience

Supplementary

Documents

Campaign Name

JRIT Increase IT

Flexibility 510363728

Asset Hub folder

PSNow Deep Link

Execution Tips

Please download the localized copy deck and online banner source files in order to fully deploy for local usage.

Specifications

Online and static banners are available in the following sizes:300x250, 160x600, 728x90

Online Banners

HPE internal and partner only9

eDM - Disrupt

Execution Tips

Please download the localized copy deck and source file for layout, subject line and CTA details.

Resources

eDM – Frost & Sullivan

JRIT IT Increase Flexibility

Digital Tactics

Banners

Digital Tactics

eDMs

Web

Experience

Supplementary

Documents

Campaign Name

JRIT Increase IT

Flexibility 510363728

Asset Hub folder

PSNow Deep Link

Activation eDM

The Activation eDM is designed to drive demand for a new Frost

& Sullivan Hybrid IT white paper. It will help you to build thought

leadership and pipeline for the SMB market with an SMB

relevant voice.

Disrupt eDM

This eDM will help to educate prospects and buyers on their

specific need or pain points as an SMB ITDM, disrupting what

they think is possible, without a sales tie-in.

Localized CTAs

Please open the below links for localized CTAs as part of each eDM – in case you want to leverage these.

HPE internal and partner only10

Execution Tips

Please download the localized copy deck and source file for layout, subject line and CTA details.

Resources

eDM – Excite eDM – Enable

JRIT IT Increase Flexibility

Digital Tactics

Banners

Digital Tactics

eDMs

Web

Experience

Supplementary

Documents

Campaign Name

JRIT Increase IT

Flexibility 510363728

Asset Hub folder

PSNow Deep Link

Excite eDM

This eDM provides information to excite your prospects about the

right mix of hybrid IT and how it can solve their core IT and business

challenges. It continues to educate but also starts the process of

positioning HPE as the solution to the buyers’ needs and

challenges.

Enable eDM

This eDM invites the buyer to start a 1:1 conversation with you,

educates them on the latest and greatest products and enables your

prospect by highlighting how HPE delivers the right solutions and

expertise for SMB businesses like theirs.

Localized CTAs

Please open the below links for localized CTAs, claim substantiations as part of each eDM – in case you want to leverage these.

HPE internal and partner only

Web Experience Execution Tips

A tailored landing page is key of a digital campaign strategy to provide

customers with richer content for an optimal experience.

While there are many ways to design a campaign landing page, we would

like to share some best practices. For this we see two scenarios:

Partners who already have a website in place:

− Select the CTA content (gated & non-gated) we recommend for this

campaign

− Use snackable content (video, infographics, etc.) to attract visitor

attention and improve web engagement (see section supplementary

documents for available assets)

− Gate the high-value CTA content via a web registration page to obtain

prospects’ contact

− Leverage campaign tactics (banners, eDMs, social, etc.) to drive to

campaign landing page or regisration page for gated CTA(s)

− Place a “Contact Us” module in a visible space of your webpage

− Leverage web analytics tool (if available) to improve your website

experience and the CTAs placement

Partners who do not have a website in place:

With HPE Campaign syndication, you can get your local HPE JRIT IT

Flexibility banner and webpage designed.

To access the tool go to Partner Ready Portal:

Sales and Marketing

Marketing Resources Content Syndication Access Dynamic

Syndication Campaigns Download Integration Guide /

Showcase User Guide

HPE Just Right IT

Landing Page Sample

Content Flow Suggestion:

[Key Message & Visual][Snackable Content]

[Gated Content][Case Study]

[Solution Area][Resource][Next Step][Contact]

JRIT IT Increase Flexibility

Digital Tactics

Banners

Digital Tactics

eDMs

Web

Experience

Supplementary

Documents

Best PracticeClick on the image below (go into slide mode) to learn more about the hpe.com web experience we have created for the JRIT IT Flexibility campaign.

HPE internal and partner only12

Infographics Translation

5 best practices for adopting a

hybrid IT infrastructure

US EN only

Hybrit IT: The Win/Win Approach

to IT Infrastructure

German, French, Italian, Lat.Spanish,

Braz. Portuguese, Russian, Japanese

Videos

Solve IT challenges with Hybrid

IT Customer Testimonial

US EN only

Solve IT challenges with Hybrid

IT Animated Video

US EN only

Reduce costs with Virtualization German, English, Spanish, French,

Italian, Braz. Portuguese, Russian,

Simpl. Chinese (sub titles)

HPE POV

Finding the right balance - Hybrid IT for SMB

US EN Only

Other White Papers

The Best of Both Worlds: Using a Hybrid Approach to Boost IT Agility

UK EN, German, French, Italian, Spanish, Russian, Braz. Portuguese, Korean, Japanese

Flexible IT: Opportunity for Midsize Companies to Coordinate On-Premise and Cloud-Based Resources in an Effective Hybrid IT Environment(IDC)

German, French, Italian, Spanish, LAT. Spanish, Braz. Portuguese, Korean, Japanese

Hybrid IT – The Right Mix German, LAT. Spanish, Japanese

Combine the best of on-premise virtualization with public cloud for high performing IT (Aberdeen)

UK EN, German, French, Italian, Spanish, Russian, LAT. Spanish, Braz. Portuguese, Korean, Japanese

Vertical Use Cases

Healthcare UK EN, GER, FRE, Italian, Spanish,Braz. Port, Russian, Korean, Japanese

Manufacturing UK EN, GER, FRE, Italian, Spanish,Braz. Port., Russian, Korean, Japanese

Retail UK EN, GER, FRE, Italian, Spanish,

Braz. Port., Russian, Korean, Japanese

JRIT IT Increase Flexibility

Digital Tactics

Banners

Digital Tactics

eDMs

Web

Experience

Supplementary

Documents

We are suggesting additional assets that you can leverage for your localneeds as part of the JRIT IT Flexibility campaign. Some assets are localized, some others are available in US English only.

HPE internal and partner only

PSNow Access

HPE internal and partner only

A

B

B

Channel Partners can now access demand generation campaign directly through PSNow, where all FY17/18 campaign assets are available.

There are two different ways to access PSNow:

I. Access PSNow through the Partner Ready Portal :

1. Select Sales & Marketing

2. Click on Products & Solutions Now

3. Click on the Go button from the PSNow page

4. In PSNow click on Co-Marketing Campaign Assets

1

2

4

PSNow Access

Finding your tactics:

A. Enter search criteria to search for assets

B. Use filters to find assets– Campaign names

C. Scroll down to find additional filters to furthernarrow your search

– Campaign tactics– Domains– Date range

The JRIT IT Flexibility channel campaign tactics can be found as follows:

Campaign Names JRIT (SMB) – Increase IT Flexibility 510363728

II. Or click the Direct PSNow link to access these campaigns:

JRIT (SMB) - Increase IT Flexibility (510363728)

3

C