Graeme Wood, A/NZ Marketing Director, Trend Micro

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Bridging the Marketing-Sales chasm
Graeme Wood ,
A/NZ Marketing Director
Confidential Copyright 2010 Trend Micro Inc. 1

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Introduction
• Channelling Influential Brand Messages to your Sales
teams for perfect execution.
– Bridging the marketing-sales chasm has never been so important
and delivering the right tools and adequately equipping your
sales team will ensure successful completion.
– Ensuring seamless sales execution from a marketing point of
view
– Closing the gap between sales and marketing by directing
marketing content towards business excellence and customer-
centric approaches
– Reinforcing and repeating your message for maximum drive on
ground level
Confidential Copyright 2010 Trend Micro Inc. 2

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Communication Chasm
What Marketing think
What Sales think
Marketing do Sales do
http://www.marketing-content.com/marketing_cartoons.htm
Confidential Copyright 2010 Trend Micro Inc. 3

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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness
measurements
– Sales vs marketing effectiveness
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What is the Trend Micro Brand?
• .
“The Brand is not
what you say it is.
Its what your
customers,
partners and
critics say it is.”
Marty Neumier, The Brand Gap
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Trend Micro Branding
Security That Fits: IT Infrastructure
Trend Micro innovation enables benefits of next-generation
IT platforms 1st Cloud
1stIntegrated Computing
Virtualization Security
1st in
Security
Netbooks
Security
1st Threat
Management
1st Gateway Solution
Security (Network)
1st LAN
Server
Security
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Changing Business Need
Security That Fits: Customer Environment
Trend Micro’s ubiquitous protection secures your data
wherever it resides Servers
Virtual
NAS Servers
Networks Cloud
Computing
Routers Any device ..
Any time …
Virtual Appliances
Anywhere….
Netbooks
Hosted / Managed
Security
Windows/OSX
PSP/PS3
Back to USB Smart
Security that Fits Android
Phones
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Market Research - Survey
Confidential Copyright 2010 Trend Micro Inc. 8

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New Brand Positioning
Trend Micro is leading a revolution in security,
enabling you to do more online, on the network, or
in the cloud with the confidence that you are
safe and protected.
• Why this changed:
– To focus on Trend Micro’s “enablement” power
– To incorporate the cloud computing …a major IT platform shift
– To reflect the vast array of ways that Trend Micro provides
protection
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Why “Securing Your Journey to the Cloud”?
“Cloud computing is revolutionizing the way people share digital
information, making access to information and computing power
easier, faster and more affordable.
By providing security “from the cloud” with our Smart Protection
Network, and security “for the cloud” with our server, data storage
and encryption technologies, Trend Micro is the clear leader
in securing physical, virtual and
cloud environments, and the
best choice for Securing Your
Journey to the Cloud.”
-Eva Chen, Trend Micro Co-Founder and CEO
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New B:B Branding Deliverables
Confidential Copyright 2010 Trend Micro Inc. 11

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Cloud Solutions Awareness in SMB
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New Branding Roll out Program
• .
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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness
measurements
– Sales vs marketing effectiveness
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Multi Channel Marketing Execution
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Customer Segments for Trend Micro
Products
Channel
End User
Enterprise •Large SI , Alliances
+ 500 •Affinity One Resellers
+ 750
•Affinity Plus Resellers
Medium
Business •SIs
101 ~ 499
101 - 749
•Affinity Partners
•Retail
Small •SIs
Business •Online Shop
< 100 users
•Retail
Consumer •Online Shop
Copyright 2010 Trend Micro Inc.
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Channel Mapping to Accounts and
Solutions
Vendor
Product Major SI and
Specialist local Ecosystem
Inside Sales
Team
Traditional
Reseller Local SI and
Apps ISV
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Multi Channel Marketing Action Plans
• IT Alliances Endorsement everywhere
Alliance • External Analysts, Press, Channel, Customers
Team • Joint GTM Virtualization Security
• Influence analyst & media
Product Mkt • Customer case studies
Team • PR topics & Contents
• Key Press coverage
PR Team • In-depth interview
• Identify key editors and journalists.
• Integrate thought leadership marketing
Campaign elements
Team • Execution plan/timeline across APAC
• Cloud Security in web real estate
E-Marketing • Integration of Affinity Portal
Team • Web 2.0 - Blogs
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Marketing Communication
Cloud Security Campaign
Secure Cloud Launch
Alliance - Formation a cloud security consortium
• Media Gathering
Deep Security Launch Cloud Computing Partner & Customer Exposure
• Media Gathering Security Alliance Trend CIO Summit
• Alliances endorsement • Jointly with key • Analysts speaker
E-Marketing
Co-Branded Alliance Alliances
Campaign
• Reference customer
• Media gathering • Prospects Dedicated Cloud
• Joint customer / channel
briefing & workshops • Tie to an event • Trend Execs Section on
• Channel awareness thru • Invite strategic Cloud Computing Corporate Web
Alliances distributors channel partner to
join to drive channel CIO Summits Search Engine
interest in media Security Challenge Newsletters
Tour
CCSA Preferred
• Tie-up with by-
Partners line articles
Alliance own • Channel & EU
Conferences and User
Groups
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eLearning Training Portal (LMS)
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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness
measurements
– Sales vs marketing effectiveness
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Enterprise Communication Tactics -
Tactics CIO IT Security IT Infra Channel
2 Analyst Endorsement from APAC and in-country
analysts.
3 PR Quarterly topics. Business and technical media. Consortium.
1 Alliances Cloud Security Consortium
Events CIO Summit – Analyst, CIO & IT execs. Alliance
Vertical targeting Events
Security
Challenge
Campaigns Cloud Security & VMware Co-branded Campaign
Product launch Secure Cloud 1.1
Deep Security 7.6
Website Online Search Engine Affinity Portal
Print
Cloud Security Inclusion in
Certification Confidential Copyright 2010 Trend Micro Inc. 22
Affinity Portal

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Lead Identification Management (APAC)
Bias for
Unaware
Need Action Decision
Interest Ops Qualified Evaluation Negotiation WON
identified Complete Trend
Analysis POC Started
Selling POC Selected
0% 10% 20% 30% 60% 70% 80% 90%
L L1 L2 L3 L4 L5 L6 L7 L8
0
Marketing “Buyer Journey” TrendMicro PERSPECTIVE
Bant Technical Short P.O.
Technical Review Contracts
Review Introduction Listed Received
-Appointment to
review Specific
Business Need
and Solution ANZ TM Lead
review Manage Process
15 JAN Internal
Use Only
Copyright 2010 Trend Micro Inc. 23
Classification 30/09/2011 23

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Campaign Metrics for Planning
• Business Unit Objectives
– Products , segments , geographic mix
– Channel revenue split
– Marketing delivered “opportunities “
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Marketing Engagment with Sales
Qtr Campaign Plan
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Sales Team “Marketing” Tools
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Channel Co- Marketing Portal
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Engagements
• Customer /Channel Focused
– Database marketing
– Buyer Journey marketing (MAT)
– Newsletter
– Events – Seminars/Workshops/Conferences/Roadshows
– Website , Blogs , Channel Portals
– Webinars
• Prospect Focused
– SEM/SEO
– E-media demand generation (eg ZNET, CSO, TechTarget)
– External Conferences/virtual conferences/Alliance partner
initiatives
– Channel based co-marketing / Portals
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Traditional vs New Media
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How to make Webinars a success
• Channel versions available first
• Business Focused not product push
• Significant promotions and 30 minutes
• On demand offering
• Multiple delivery formats
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Exploiting the Social Media Community
SNS properties are geared
Build relationships with
toward fresh content. Create
The more you showcase community members
and/or optimize editorial
the human side of your to facilitate brand
calendars to frequently push
business, your products loyalty. Listen to what
engaging media to foster
and your people, the more they say and be ready
maximum buzz and community
authentic you will appear. to respond.
interaction.
Make Your Business Personal Update Your Public
Profiles Frequently
Create an environment Make friends with your visitors, Share information with
that stimulates productive engage them in non-commercial your community to
conversations and conversations so that they will share announce events, special
interactions with your authenticity with others. promotions, new
the consumer. services, activities, etc.
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Trend Micro Social Media Options
Social Media Property Information Trend Owner
Communities
Trend Community Support Christina Tsai, Support
Twitter
Malware and
TrendMicro CounterMeasures Blog Corp Mktg
headlines
Cloud Security Blog
TrendOnCloud Corp Mktg
headlines
TrendLabs Malware info TrendLabs
Facebook
TrendMicro Corp Mktg
Consumer threat and
FearlessWeb Consumer
product info
YouTube
SPN, SB, ENT, PR, threat
Trend Micro Corporate Mktg
info
Keylogger demo, ANZ
Trend Micro Australia & New Zealand ??
promos
Threat info, customer
Trend Micro Martin Johnson (ex-Trend)
success videos
Rethink Endpoint Security
Rethink Endpoint ENT
campaign
SlideShare
Trend Micro SPN Corporate Mktg
Blogs
TrendLabs Malware Blog Threat-related TrendLabs
Threat-related, solutions,
CounterMeasures EMEA Mktg (Declan, Rik)
issues
Internet threats and
The Internet Threat Landscape SG Mktg (Terrence Tang)
protection
TrendLabs Security Blog Threat-related JP Threat Mktg
Other
Internet Safety Blog ISKF (Lynette)
Securing cloud, cloud-
Cloud Security Blog Corporate (Kristen)
based security
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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness
measurements
– Sales vs marketing effectiveness
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Marketing Metrics – Leads for sales
• Database Accuracy, L2 Leads
• E-media CPL , L2 Leads
• Telemarketing Conversion ROI
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Full Sales Cycle , MQL and SQL
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MQL/SQL Conversion = 90%
• What is the best L3 BANT actionable outcome
– Prospect has compelling event to drive enquiry
– Prospect have BANT supporting content, and ready to
engage
– Agreement to meet sales rep within 6 weeks
– All engagements with TM are recorded in CRM
• Sales teams SHOULD not reject MQL if..
– Ongoing opportunity contact is different to initial contact for
opportunity (as ENT have large DMUs)
– The opportunity solution “Progresses” within a category
(eg IWSVA become CPVM become DS)
– MQL key contact is “cross sold other opportunities” outside
initial call and solution (as we need to track all
engagements where one solution could lead to another
solution)
Copyright 2010 Trend Micro Inc.

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Lead Tracking and Reporting
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Thank you
Confidential Copyright 2010 Trend Micro Inc. 38