ww partner marketing november, 2012

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2012 Global Campaign – OperationsSecOps: Linking the Security Operations Center and Network Operations Center for better collaboration

Campaign implementation guide

WW Partner MarketingNovember, 2012

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

Help

Translations

Campaign Overview

Campaign Tactics – CoreCustomer Journeys, Ops Touches and Offers

Content


Generic guidelines, contacts & information for your campaign implementation

Help

Partner Central• HP Business Service Management• HP Arcsight• Marketing Initiatives• Marketing Insights

http://www.hp.com/software/partner

https://h20229.www2.hp.com/partner/protected/bto/portfolio/initiatives/bsm.html

https://h20229.www2.hp.com/partner/protected/bto/portfolio/products/arc-sight.html

https://h20229.www2.hp.com/partner/protected/bto/portfolio/products/arc-sight.html

https://h20229.www2.hp.com/partner/protected/marketing/campaigns/index.html

https://h20229.www2.hp.com/partner/protected/marketing/insights.html


Global contacts: HP WW Executive Sponsor: Mike GallagherHP WW Global Campaign Owner: Brian MacDonaldHP WW Global Campaign Manager (EMEA/APJ): Stefan DanisovskyHP WW Global Campaign Manager (AMS): Denise Lowney

HP Regional contacts:AMS: Erin CrestaAPJ: Kenneth TanEMEA: Jill Hevey

Contacts

Zift Solutions Concierge Service contacts:AMS: Julie Pfouts EMEA: Christina ThurmannAPJ: Sarah Ferren

mailto:[email protected]?subject=FY12%20Global%20Apps%20Campaign%202


mailto:[email protected]














TranslationsCampaign Syndication programs will be available in the following languages

AMS Region Languages

APJ Region Languages

EMEA Region Languages

English (US) Chinese (simplified)

Castilian Spanish

Portuguese (Brazil)

Japanese French (European)

Korean GermanItalianRussian


Campaign Overview


Campaign OverviewBackground• The upcoming Ops campaign for Q1 will emphasize HP’s offering for firms seeking to

reap the full benefits of cloud services while ensuring risks and security concerns are minimized.

• The campaign is intended to drive awareness and generate leads for both the Business Services Management (BSM) and ArcSight Logger solutions.

• The integration of these two solutions grants operators greater visibility into more events for enhanced resolution, as well as to link together the Security Operations Center with the Network Operations Center for better collaboration.

Objectives• Establish HP as the leader in securing cloud environments and providing visibility into

the health of the entire IT infrastructure • Generate upsell pipeline for ArcSight Logger into BSM install base• Generate upsell from APM/BAC to BSM, and net new BSM


Target• The campaign will focus on a single track, communicating to both the

traditional Executive and Practitioner audiences, (i.e., The CIO’s direct reports on down through the IT organization).

• This change means we will need to balance the higher-level, strategic message with the “how-to” implementation message - especially during the initial communication tactics

Campaign Overview


Campaign OverviewTouch Offer Title

Touch 1 Web event Rethink Security: Where Big Data, Operations and Security Connect

Touch 2 White paper Unifying security and IT operations

Touch 3, Web event Top 10 tips for effective “Security + Operations” collaboration

Touch 4 White paper Four steps to automate complianceand minimize your risks

Touch 5 White paper Customers Validate Value ofHP Business Service Management Solution

Touch 6 Demonstration BSM Demonstration offer


Sales Play Targets: BSM/SecOps:• Upsell BSM to APM and BAC customers• Upsell Logger to the BSM customers

Sales Play Alignment


Campaign ConceptValue PropositionIntegrating BSM and Logger increases threat identification, makes innovation easier, and decreases cost of ownership because only one system is required rather than two. Logger will obtain visibility into areas that are already instrumented by BSM, including items such as databases and application systems. BSM analyzes new types of hard-to-get performance data, such as the number of system error messages generated as a function of time, and other data that is only accessible through Logger. The integration of Logger and BSM creates a synergistic system that improves decision-making, as well as the security of the enterprise. Customer Insight/RationaleTechnology advancements, the boom in end-user data and information generated by a diverse array of apps running on- and off-premise needs more complex IT management performance. MastheadPre-header and sub-header- example:ImageryDifferent images were used for each touch to provide a sense of variability between the touches- example:


Message MapSW MessageAlways Perform Better

Campaign MessageBy integrating ArcSight Logger and BSM (which brings unstructured data into your monitoring tools), you will be able to better manage and secure your emerging cloud-based enterprise end-to-end.

Customer BenefitsIntegrating BSM and Logger increases threat identification, makes innovation easier, and decreases cost of ownership because only one system is required rather than two. Logger will obtain visibility into areas that are already instrumented by BSM, including items such as databases and application systems. BSM analyzes new types of hard-to-get performance data, such as the number of system error messages generated as a function of time, and other data that is only accessible through Logger. The integration of Logger and BSM creates a synergistic system that improves decision-making, as well as the security of the enterprise.


Campaign Tactics


Customer journey – Existing contactsAwarenes

sConsideration

Email touch 2- Download white paper:“Unifying Security and IT Operations”

Email touch 3/4 On-demand web event: “Top 10 Tips for Effective 'Security + Operations' Collaboration”Plus Confirmation

Qualification

Email touch 1- On-demand web event:“Finding Agility in the Age of Applications”

Load

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Campaign Syndication

Program Flow

Send personal email and/or follow-up with phone call (email template and call guide available)

Email touch 5- Download white paper:“Four Steps to Automate Compliance and Minimize Your Risks”

Email touch 6- Download customer study:“Customers Validate Value of HP BSM”

Email touch 7- Offer to schedule BSM demonstration

Each touch can also be also be promoted through


Customer journey – New contactsAwareness

Consideration

Email touch 2- Download white paper:“Unifying Security and IT Operations”

Email touch 3/4 On-demand web event: “Top 10 Tips for Effective 'Security + Operations' Collaboration”Plus Confirmation

Qualification

Email touch 1- On-demand web event:“Finding Agility in the Age of Applications”

Load

par

tner

lis

t

Campaign Syndication

Program Flow

Send personal email and/or follow-up with phone call (email template and call guide available)

Email touch 5- Download white paper:“Four Steps to Automate Compliance and Minimize Your Risks”

Email touch 6- Download customer study:“Customers Validate Value of HP BSM”

Email touch 7- Offer to schedule BSM demonstration

On-line ador

purchase list

Note: Additional fees may apply for Google Ads or list purchases Each touch can also be promoted

through


Email (1-2)eMail Touch 1

• Subject Line : Rethink security with Forrester Research

• Primary Offer: Web event “Rethink Security” with Forrester Research”

• Secondary Offer: Partner Discover Performance Newsletter.

eMail Touch 2• Subject Line : Why big data security thrives on collaboration

• Primary Offer: Read the HP white paper Unifying Security and IT Operations.



eMail Touch 3• Subject Line : Cyber-security incidents up 650%—are you ready?

• Primary Offer: HP Web event, "Top 10 Tips for Effective 'Security + Operations' Collaboration.“


Email (3-4)

eMail Touch 4 Confirmation• Subject Line : Thank you for your HP Web event registration

• Primary Offer: You are now registered for the HP Web event, "Top 10 Tips for Effective 'Security +

• Operations' Collaboration.“• Secondary Offer: Partner Discover Performance Newsletter.


Email (5-6)eMail Touch 5• Subject Line : Avoid the high cost of non-compliance

Primary Offer: White paper Four Steps to Automate Compliance and Minimize Your Risks• Secondary Offer: Partner Discover Performance Newsletter.

eMail Touch 6• Subject Line : Reduce network outages up to 50% with HP BSM

• Primary Offer: Research study Customers Validate Value of HP BSM• Secondary Offer: Partner Discover Performance Newsletter.


Email (7)eMail Touch 7• Subject Line : HP Business Service Management Demonstration

• Primary Offer: Offer to schedule BSM demonstration.• Secondary Offer: Partner Discover Performance Newsletter.

eMail Sales 1:1

• Subject Line : Data center security thrives on collaboration

• Offer: Read the HP white paper Unifying Security and IT Operations.


Landing Page Experience (1/4)

• Touch 2 Landing and Thank You Page

eMail,etc.




eMail,etc.


Landing Page Experience (Discover Performance)

• Discover Performance newsletter Landing page

eMail,etc.


Operations Follow up kit

Call script Email script Voicemail script

Call guide

ops_followup_kit.zip

This kit contains a sales call guide, call script, email script, voicemail script, sales plays (cross-sell/up sell) and battle cards to support telemarketing/telesales follow-up programs.


Campaign Syndication Execution

This campaign is available as a Full Service program or Self-service program. For Full Service please contact Zift Solutions Concierge Service. (see slide 4)

For self service please following the following steps:

1. Login into HP Campaign Syndication at www.zift123.com

2. Select Activate Campaign from the Dashboard

3. Select Global Campaign – Operations (SecOps)

4. Select the Executive Email program or Practitioner Email program or both

5. Select your Recipient (contact) list

6. Activate the program

http://www.zift123.com/


Thank you

ww partner marketing november, 2012

Documents

security operations

global contacts

content copyright

network operations center

net new bsm copyright

sarah ferren copyright

hp ww executive sponsor

security connecttouch