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?