DEEP DISCOVERY SALES PROSPECTING FOR THE CHANNEL.

DEEP DISCOVERY SALES PROSPECTING FOR THE CHANNEL

KEY INFLUENCERS & BUYERS

Copyright 2013 Trend Micro Inc. 2

CISO/CIO/CSO


CISO, CIO, CSO

• Concerned with protecting business operations and brand (i.e. keep out of the headlines)

• Measurably align security investment with business priorities• Keeping updated on latest regulatory and compliance

requirements• Has decision and budget authority

Recently conducted buyer interviews show that CIOs and CISOs are saying:• Protection from APTs and targeted attacks is a top priority for 2015• Hearing more and more about this from their respective industries

Who is the CISO and what do they care about?

• Analyst reports for vendor evaluation (Gartner)• Attends RSA, Protect, Black Hat (for networking)• Uses colleague recommendations (Regional forums/LinkedIn)• Asks trusted resellers their recommendations• Follow regional/industry trends

Who do they look to for education on things they care about?

VP/DIR/MGR NETWORK OR IS


VP,DIR,MGRNETWORK SECURITY

Recently conducted buyer interviews show that Directors and VPs of IS are saying:• They are 100% concerned on a daily basis about APTs and targeted attacks.• “Need to get in front of the attackers to the extent they can.”• “Concerned with loss of data and brand damage”

Who is the VP/Dir/Mgr Network Security and what do they care about?

Who do they look to for education on things they care about?

• Responsible for ensuring the security of their organization’s network from threats originating from inside and outside the organization

• Writing network security policies• Carry out audits to ensure security policies are up-to-

date and being followed• Protect the network from malicious entities such as

hackers, viruses, spyware and malware• Must take corrective steps when breaches occur• May have budget authority to a certain threshold• Typically not the final decision maker, technical lead

that builds business case and makes recommendation

• Analyst reports for vendor evaluation (Gartner)• Attends RSA, Protect, Black Hat (for networking)• Uses colleague recommendations (Regional forums/LinkedIn)• Asks trusted resellers their recommendations• Follow regional/industry trends

THE PLAN


DEEP DISCOVERY SALES PLAN• When to Use:

– Ongoing - this is not designed to be a one-off campaign although it can also be used to promote marketing initiatives, events etc.

• Target Audience: Ent 1000-5000, VLE– Buyers: VP IT/IS, CISO, CIO, CSO– Influencers/Champions: Technical - Dir/Mgr NetworkSecurity– Target existing customer accounts initially – Target net new prospects – Objectives– Drive Deep Discovery awareness and market interest to drive pipeline– Schedule first meeting lunch & learns

• Assets to Be Used– Why Trend Deep Discovery to Bolster Network Defenses (Business & Technical

audience)– 360 Degree WP– Rush University Medical Video


SALES PLAN FLOW


Objectives: • Attract new, engaged leads into the

sales funnel by scheduling Lunch and Learn meetings

• Engage multiple contacts to facilitate internal discussion and internally selling your solution

1. First Call 2. Second Call

Assets: Why Trend: Business Persona360 White PaperRush Medical Video

Assets:Why Trend: Technical Persona360 White PaperRush Medical Video

Dir/VP IT, Network, SOC

CISO, CIO, CSO

Call Buyers Call Influencers

CISO, CIO, CSO VP,DIR,MGRNETWORK SECURITY

SALES PROGRAM TACTICS


1

2

3

Place call into both Network and C-level contacts ideally one after the other.This two pronged approach to placing calls into multiple people within the organization – with reference to the others outreach can be an important and effective tactic to increase your chances that these important stakeholders will begin discussing what you have told them.…e.g. when calling the CISO after calling the network folks or vice versa.“I’ve reached out to <insert name or role> as well to see if we can help all of you meet your security requirements when it comes to APTs and targeted attacks. There are often multiple stakeholders in an organization when it comes to evaluating solutions and making purchase decisions.”

Follow-up that phone call with an email providing content that is relevant to each contact and their role. This will provide awareness of Trend’s play in the APT space and help to facilitate securing that first meeting.

Follow the outreach cadence outlined in following slides. It takes on average 6-10 touch points with a prospect to get that first meeting nailed down.

REMEMBER

• It takes on average 6-10 touch points with a prospect to get that first meeting nailed down.

• 80% of sales are made on the 9th to 12th Contact


WHY THIS APPROACH WILL HELP YOU

• Prescriptive approach that will allow you to scale your prospecting efforts

• Consistent messaging and positioning• Drives valuable, relevant content to support efforts to get first

meeting• Faster time to meeting, opportunity and pipeline growth


C-LEVEL CALL & EMAIL SCRIPTS LANDING THE FIRST MEETING


OUTREACH CADENCE


Date Touch Point Action Asset to Use

Day 1 - AM 1 – All titles Get live/leave voicemail 1 and send email 1 CISO/CSO/CIO: Why Bolster Defenses with Trend 1 pagerVP/Dir Network: Why Bolster Defenses with Trend 1 pager

Day 2 - AM 2 – All titles Get live – if unsuccessful, do not leave voicemail

Day 2 - PM 3 – All titles Get live – if unsuccessful, do not leave voicemail

Day 3 -AM (following week)

4 – All titles Get live – if unsuccessful, leave voicemail 2 and send email 2

CISO/CIO/CSO: 360 WP

VP/Dir Network: NSS Labs Summary



Day 6- PM 7 – All titles Get live – if unsuccessful, leave voicemail 3 and send email 3

CISO/CIO/CSO: Rush Medical Video

VP/Dir Network: Rush Medical Video


COLD CALL SCRIPT 1: FIRST MEETING 1ST ATTEMPT | TARGET: CSIOS, CSOs, CIOs, VPs

SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). Given the news of the Shellshock vulnerability and high-profile data breaches like Target has experienced, I’m calling to see how concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data and if this is a top priority for you to address? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?

DECISION TREE OPTIONS

If NOOkay, I can appreciate that. Thank you for your time. Do you currently have a solution in place to deal with targeted attacks and APTs? (IF NO OR HAS ANOTHER SOLUTION IN PLACE) Would you mind if I sent you a brief one-pager that provides a high-level overview of the top reasons why an organization such as yours should consider bolstering your network defenses? Thank you. (CONFIRM EMAIL ADDRESS). Thanks again and have a great day.

If YESPerfect. Thank you. (PROCEED TO 30 SECOND PITCH)

YOUR 30 SECOND PITCH

Trend Micro has developed the Custom Defense solution to protect against APTs and targeted attacks aimed at your organization. At the foundation of this solution we have Deep Discovery which provides 360-degree monitoring of your organization’s network with custom detection, intelligence and response capabilities. Deep Discovery augments and integrates with your existing security infrastructure and provides comprehensive protection that detects, analyzes and responds to targeted attacks. Would you be interested in discussing this further?

NEGATIVE RESPONSE POSITIVE RESPONSE

Ok, thank you for your time. May I ask why you would not like to discuss this further? Would you be the person responsible for making the final investment decision on a solution like this for your organization? Or, is there someone else within your organization perhaps that you recommend I speak with on this matter?

Thank you. (TAKE INFORMATION IF GIVEN).

Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). As a primer to you, I will send a meeting invitation along with a one-pager of the top reasons to consider bolstering your defenses with Trend Micro’s Custom Defense solution.

VOICEMAIL

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). Given the news of the Shellshock vulnerability and high-profile data breaches like Target, I’m calling to see how concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data and to see if you have considered bolstering your defenses. With Deep Discovery we can help you protect against these threats and mitigate the risks associated with breaches just as Trend Micro has done with Rush University Medical Center and others. I can be reached at (PHONE NUMBER) to discuss. Have a great day.


COLD CALL SCRIPT 2: FIRST MEETING 2ND ATTEMPT | TARGET: CSIOS, CSOs, CIOs, VPs

SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). I gave you a call yesterday to discuss your concerns with defending your organization against targeted attacks, APTs and advanced malware attacks and what level of priority these are for your organization. According to the World Economic Forum’s 2014 global risk report, cyber attacks are rated among its top five risks in terms of likelihood. Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?


If NOOkay, I can appreciate that. Thank you for your time. Would you mind if I sent you a brief one-pager that provides a high-level overview of the top reasons why an organization such as yours should consider bolstering your network defenses? Thank you. (CONFIRM EMAIL ADDRESS). Thanks again and have a great day.







Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). As a primer to you, I will send a meeting invitation along with a one-pager of the top reasons to consider bolstering your defenses with Trend Micro’s Deep Discovery.

VOICEMAIL

DON’T LEAVE A VOICEMAIL ON 2nd ATTEMPT.


COLD CALL SCRIPT 3: FIRST MEETING 3RD ATTEMPT | TARGET: CSIOS, CSOs, CIOs , VPs

SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from(CHANNEL PARTNER). In a recent regulatory filing, Home Depot has reported that they spent $43 Million on their data breach in one quarter. How concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data that could cost your organization critical, unforeseen and unbudgeted dollars? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?


If NOOkay, I can appreciate that. Thank you for your time. Would you mind if I sent you a a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and why an organization such as yours should consider bolstering your network defenses? Thank you. (CONFIRM EMAIL ADDRESS). Thanks again and have a great day.







Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN) (SCHEDULE). As a primer to you, I will send a meeting invitation along with a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and how you can bolster your network defenses with Trend Micro’s Deep Discovery.

VOICEMAIL

DON’T LEAVE A VOICEMAIL ON 3rd ATTEMPT.


COLD CALL SCRIPT 4: FIRST MEETING 4th ATTEMPT | TARGET: CSIOS, CSOs, CIOs, VPs

SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). I’d like to understand your level of concern for defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data? Are you fully aware of the unexpected strategic and career impacts, risks, and costs associated? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?


If NOOkay, I can appreciate that. Thank you for your time. Would you mind if I sent you a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and why an organization such as yours should consider bolstering your network defenses? Thank you. (CONFIRM EMAIL ADDRESS). Thanks again and have a great day.







Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN) (SCHEDULE). . As a primer to you, I will send a meeting invitation along with a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and how you can bolster your network defenses with Trend Micro’s Deep Discovery.

VOICEMAIL

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). I’d like to understand your level of concern for defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data. Are you fully aware of the unexpected strategic and career impacts, risks, and costs associated? With Deep Discovery we can help you protect against these threats and mitigate the risks associated with breaches just as Trend Micro has done with Rush University Medical Center and others. I can be reached at (PHONE NUMBER) to discuss. Have a great day.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). Have you explored the potential impacts on your business in the event any of your data, intellectual property or intangible assets end up in the wrong hands due to targeted attacks or advanced threats? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?









Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). As a primer to you, I will send a meeting invitation along with a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and how you can bolster your network defenses with Trend Micro’s Deep Discovery.

VOICEMAIL

DON’T LEAVE A VOICEMAIL ON 5th ATTEMPT.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). With all of the publicity around cyber attacks that have been in the news in 2014, do you have plans in place to deal with the potential for your network being attacked or used as a beachhead to launch attacks on you and other organizations? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?


If NOOkay, I can appreciate that. Thank you for your time. Would you mind if I sent you a a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and why an organization such as yours should consider bolstering your network defenses? Thank you. (CONFIRM EMAIL ADDRESS). Thanks again and have a great day.







Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). . As a primer to you, I will send a meeting invitation along with a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and how you can bolster your network defenses with Trend Micro’s Deep Discovery.

VOICEMAIL

DON’T LEAVE A VOICEMAIL ON SIXTH ATTEMPT.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). According to the 2014 PWC Cyber Security study the estimated annual cost of cybercrime to the global economy ranges from $375 billion to as much as $575 billion. How concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data that could cost your organization critical, unforeseen and unbudgeted dollars? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?









Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). . As a primer to you, I will send a meeting invitation along with a white paper that discusses Trend Micro’s 360-degree detection approach for protecting against targeted attacks and APTs and how you can bolster your network defenses with Trend Micro’s Deep Discovery.

VOICEMAIL

Hi (PROSPECT FIRST NAME), this is (REP NAME) from(CHANNEL PARTNER). The 2014 PWC Cyber Security study estimated the annual cost of cybercrime to the global economy ranges from $375 billion to as much as $575 billion. I’d like to chat with you about how concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data that could cost your organization critical, unforeseen and unbudgeted dollars? With Deep Discovery we can help you protect against these threats and mitigate the risks associated with breaches just as Trend Micro has done with Rush University Medical Center and others. I can be reached at (PHONE NUMBER) to discuss. Have a great day.

DISCOVERY QUESTIONS – C-Level


• As a senior executive are you supportive of reducing your organization’s risk of attack? Do you have goals and is there budget available? Is this a priority for 2015?

Is there a mandate, management support, a budget? Is proposing a POC going to be worthwhile?

• How concerned are you with defending against targeted attacks, APTs, advanced malware – the attacks that evade your standard defenses and steal sensitive data?

Gauge awareness of the problem. Counter with “I’m not a target” type objections.

• What breaches have you experienced in the past? How did you detect and handle them? What was the impact?What were their experiences and lessons learned? Can we relate the product or our customer experiences to theirs?

• Trend Micro has the #1 rated breach detection product, would you be interested in hearing more about how we protect our customers?

Discuss the NSS Labs results, discuss how compelling a POC can be and our typical findings.

QUALIFYING QUESTIONS –C-LEVELUnexpected Strategic Impacts of targeted attacks


• What data is key to your business?• Intellectual property such as research & development, manufacturing & design

plans, patent applications, new products, industry collaboration, pending legislation, process and practices etc.

• Operational data such as financial results, strategic plans, M&A activity, supplier data etc

• Customer/consumer data such as credit card or personal records

• What are some of the intangible assets in your business?• Unique technology, market knowledge, customers, operational practices etc

• Where is the data / information located on your network / within your business?

QUALIFYING QUESTIONS – C-LEVELUnexpected costs of targeted attacks


• Have you explored the potential impacts on your business in the event event any of your data, intellectual property or intangible assets end up in the wrong hands?

• Have you discussed the impacts on your business plans and budgets given organizations such as PWC estimate a single targeted attack can cost up to $5.9 million? (EMC/RSA $66M… Target $186M and climbing)

• What are the potential regulatory and legal filings your organization is likely to encounter in the event of a network breach?

QUALIFYING QUESTIONS: - C-LEVELUnexpected risks of targeted attacks


• Given the nature of your business, have you considered the possibility of potential litigation by shareholders, customers, employees, or suppliers in the event of a data breach? (link to data qualifying questions)

• Do you have plans in place to deal with the potential for your network being used as a beachhead to launch attacks on you and other organizations?

• Have you considered potential strategic impacts of a targeted attack in terms of impact on your stock price, brand equity, customer loyalty, and competitive position?

QUALIFYING QUESTIONS: - C-LEVELUnexpected professional risks from targeted attacks


• Who is likely to bear the brunt of the blame in the event of a network breach?

• Are your executives and/or board members aware of what happened to their counterparts at Target?

• Whose professional reputation will be impacted the most?

WHAT TO LISTEN FOR


• What are the crown jewels?• Where they are located• Who is impacted and how in the event of targeted attacks

• Why bother?• Provides insight on how to structure a PoC to your advantage.• Provides insight to help you build a business case to position the value

of our superior detection• Strategic vs. tactical selling…value vs. feature / function

OBJECTION HANDLING


• My company is not a target of these criminals or government-sponsored attackersCriminals attack enterprises of all sizes. Your intellectual property, customer data, or perhaps partner access is invaluable on the black market – and the cost of launching an attack is $400 USD. State-sponsored attackers are more selective, but have a wide range of objectives, including helping their companies compete against you. Your company is a target if you have intellectual property, customer or financial data or even a trusted brand.

• My current security solutions are sufficientAny number of analysts and security experts have declared that virtually all organizations have been breached but that most just don’t know yet. All agree that a new level of specialized, proactive detection and response is required to supplement standard email, web endpoint and network security.

• I don’t have the manpower or expertise to use this type of productAttack defense requires monitoring but Deep Discovery detection accuracy and intelligence prioritize, simplify, and expedite your efforts. MSSP partners can also help.

• I don’t have budgetWhat are your planned security investments? What will their impact be vs. adding a whole new attack detection capability? I can help you attain budget and approval with executive management.

• I have FireEye/equivalent today.What is the breadth of protection you are getting? Protocols, ports, internal traffic, across all of your enterprise and sites? We can give you a second set of eyes and greatly expand your security coverage at a very low cost compared to our competitors.

• I didn’t know Trend Micro had an advanced-threat offering. Trend Micro launched Deep Discovery in October 2012. Network Computing Magazine named it the best new product in 2013, and in 2014 the product received the top score in NSS Labs’ Breach Detection Competitive Testing. In that same test the TCO for Deep Discovery was found to be 25% less than the average of solutions tested. Unlike FireEye and others, we keep our marketing costs under control (and keep the price down as a result), which might help explain why you didn’t know about it until now. With 400 government and enterprise customers, ( and counting), we are a significant forc in the industry.

WHY DEEP DISCOVERY – ALTERNATIVE TEXT FOR THE 30-SECOND PITCH


Proven Best Detection

Comprehensive Threat Intelligence

Lower TCO

Automated Sharing of Attack Insight

360-Degree Detection – Better, broader, more accurate on 80+ protocols and all ports. Includes lateral movement within network. Custom Sandboxing – Detects advanced malware targeting your organization Smart Protection Network – Complimentary, built-in access to SPN. Drives detection and Threat Connect portal for threat analysis. Agnostic Automatic IOC Sharing – Blocks further attacks by sharing IOC with all network and endpoint solutions in your infrastructure. Single Appliance – Flexible form factors

EMAIL SCRIPT 1 – CSIO, CSO, CIOOFFER: ONE-PAGER WHY TREND

Lunch and Learn: Bolstering your Network Defenses Against APTs and Targeted Attacks

Hello PROSPECT FIRST NAME,

As I mentioned in my voicemail, given the news of the Shellshock vulnerability and high-profile data breaches like Target, I would like to speak with you to understand how concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data. I can illustrate how we can help you, just as we have enabled Rush University Medical Center and others to detect, analyze and respond to incoming attacks and prevent breaches.

How can we help you?

Trend Micro has developed the Custom Defense solution to protect against APTs and targeted attacks aimed at your organization. At the foundation of this solution we have Deep Discovery which provides 360-degree monitoring of your organization’s network with custom detection, intelligence and response capabilities. Deep Discovery augments and integrates with your existing security infrastructure and provides comprehensive protection that detects, analyzes and responds to targeted attacks.

How do you get started?

I would like to invite you and your team to a 30-minute remote lunch & learn session to be scheduled at your convenience .

You will learn:

• Why the best protection against all targeted attacks, including those that exploit the latest bugs, is based on true 360-degree detection across the network.

• How to achieve network-wide protection without replacing your current investments.

• How Deep Discovery can give your existing security infrastructure the power to detect, analyze, and respond to targeted attacks across the network.

I will follow-up with you by phone in the next couple of days to answer any questions you may have and to schedule your lunch & learn session. In the meantime, here is a short video to view and share with your colleagues. Detect & Respond

Best Regards,

REP NAME


EMAIL SCRIPT 2 – CSIO, CSO, CIOOFFER: 360 WP



As I mentioned in my voicemail, I’d like to understand your level of concern for defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data? Are you fully aware of the unexpected strategic and career impacts, risks, and costs associated with breaches from these types of attacks? The 2014 PWC Cyber Security study estimated the annual cost of cybercrime to the global economy ranges from $375 billion to as much as $575 billion.

Read this white paper: Trend Micro Deep Discovery Inspector | 360-degree detection to address the challenge of targeted attacks and advanced persistent threats.

The purpose of this white paper is to empower executives and security personnel to make optimal security decisions, by providing clear, in-depth information about the nature of today’s targeted attacks, and about the capabilities needed to address them.

In this paper you will learn: – How targeted attacks evade traditional security– What is required to achieve 360-degree detection– How Deep Discovery Inspector secures your entire network

Register for the Lunch and Learn:

In my first note to you, I extended an invitation for you and your team to a 30-minute remote lunch & learn session to be scheduled at your convenience. I highly recommend this session. Is this of interest? Here is a high-level Detect & Respond overview video to give you a taste of what we would cover in your session.

I will be in touch in the next couple of days.

Best Regards,

REP NAME


http://www.trendmicro.com/cloud-content/us/pdfs/business/white-papers/wp01_deep_discovery_360_141016.pdf

EMAIL SCRIPT 3 – CSIO, CSO, CIOOFFER: RUSH MEDICAL VIDEO



In a recent regulatory filing, Home Depot has reported that they spent $43 Million on their data breach in one quarter. How concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data that could cost your organization critical, unforeseen and unbudgeted dollars? Do you have time to chat for 30 seconds to discuss how we have helped Rush University Medical Center and many others stop attacks before they become full blown breaches?

Rush University Medical Center

Watch this brief video with Rush University Medical Center in which Alex Radenkovic, Project Lead for Information Services and Jaime Parent, Associate CIO & VP of IT Operations discuss the value of Trend Micro’s Deep Discovery Inspector in helping them detect, analyze and respond to targeted attacks and APTs and ultimately be able to ensure they are being proactive with their threat detection before it gets into their network. Watch Video

Did that peak your interest? Would you like to learn more?

Join me for a 30-minute remote lunch & learn session to be scheduled at your convenience. We can provide you with additional information about



• How Deep Discovery can give your existing security infrastructure the power to detect, analyze, and respond to targeted attacks across the network.


Best Regards,

REP NAME


http://cloudsecurity.trendmicro.com/us/technology-innovation/customers-partners/rush-university-medical-center/index.html

DIR/MGR NETWORK CALL & EMAIL SCRIPTSLANDING THE FIRST MEETING


OUTREACH CADENCE


Date Touch Point Action Asset to Use

Day 1 - AM 1 – All titles Get live/leave voicemail 1 and send email 1 CISO/CSO/CIO: Why Bolster Defenses with Trend 1 pagerVP/Dir Network: Why Bolster Defenses with Trend 1 pager


Day 2 - PM 3 – All titles Get live – if unsuccessful, do not leave voicemail

Day 3 -AM (following week)

4 – All titles Get live – if unsuccessful, leave voicemail 2 and send email 2

CISO/CIO/CSO: 360 WP

VP/Dir Network: NSS Labs Summary



Day 6- PM 7 – All titles Get live – if unsuccessful, leave voicemail 3 and send email 3

CISO/CIO/CSO: Rush Medical Video

VP/Dir Network: Rush Medical Video


COLD CALL SCRIPT 1: FIRST MEETING | TARGET: VP/DIR/MGR NETWORK

SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). Given the news of the Shellshock vulnerability and high-profile data breaches like Target has experienced, I’d like to discuss how you currently identify, manage and defend your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data and to see if you have considered bolstering your defenses. Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?









Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Trend Micro Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). As a primer to you, I will send a meeting invitation along with a one-pager of the top reasons to consider bolstering your defenses with Trend Micro Deep Discovery.

VOICEMAIL

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). Given the news of the Shellshock vulnerability and high-profile data breaches, I’m calling to see see how you currently identify, manage and defend your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data and to see if you have considered bolstering your defenses. With Trend Micro Deep Discovery we can help you protect against these threats and mitigate the risks associated with breaches just as Trend Micro has done with Rush University Medical Center and others. I can be reached at (PHONE NUMBER) to discuss. Have a great day.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from(CHANNEL PARTNER). I gave you a call yesterday to discuss how you currently identify, manage and defend your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data and to see if you have considered bolstering your defenses. Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others stop attacks before they become full blown breaches?









Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). As a primer to you, I will send a meeting invitation along with a one-pager of the top reasons to consider bolstering your defenses with Trend Micro Deep Discovery.

VOICEMAIL

DO NOT LEAVE VOICEMAIL ON 2ND ATTEMPT.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). I’d like to discuss if you are empowered by supportive senior executives or board members for reducing your organization’s risk of attack by deploying solutions to protect against APTs and targeted attacks? Do you have time to chat for 30 seconds to discuss how we have helped Rush University Medical Center and many others stop attacks before they become full blown breaches?










VOICEMAIL

DO NOT LEAVE VOICEMAIL ON 3RD ATTEMPT.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). I gave you a call yesterday to discuss if you are empowered by supportive senior executives or board members for reducing your organization’s risk of attack by deploying solutions to protect against APTs and targeted attacks. Do you have time to chat for 30 seconds to discuss how we have helped Rush University Medical Center and many others stop attacks before they become full blown breaches?









Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and Trend Micro Deep Discovery. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). As a primer to you, I will send a meeting invitation along with a one-pager of the top reasons to consider bolstering your defenses with Trend Micro Deep Discovery.

VOICEMAIL

Hi (PROSPECT FIRST NAME), this is (REP NAME) from(CHANNEL PARTNER). I’d like to discuss if you are empowered by supportive senior executives or board members for reducing your organization’s risk of attack by deploying solutions to protect against APTs and targeted attacks? With Trend Micro Deep Discovery we can help you protect against these threats and mitigate the risks associated with breaches just as Trend Micro has done with Rush University Medical Center and others. I can be reached at (PHONE NUMBER) to discuss. Have a great day.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from Trend Micro. I’d like to discuss how much of your time you currently spend trying to detect and respond to APTs and targeted attacks? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped their customers like Rush Medical University Center reduce and streamline their ability to detect, analyze and respond to targeted attacks?










VOICEMAIL

DO NOT LEAVE VOICEMAIL ON 5th ATTEMPT.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). I gave you a call yesterday to discuss how much of your time you currently spend trying to detect and respond to APTs and targeted attacks? Do you have time to chat for 30 seconds to discuss how Trend Micro has helped their customers like Rush Medical University Center reduce and streamline their ability to detect, analyze and respond to targeted attacks?









Perfect. To facilitate this discussion, I’d like to invite you and your team to a 30-minute lunch & learn session where we can provide you with a high-level overview of the threat landscape and our Custom Defense solution. We offer this remotely and can schedule at your convenience. Based on the outcomes of this discussion we can look at scheduling another meeting for a deeper dive with a demo if there is a fit. Is this of interest? (SEE DISCOVERY QUESTIONS IF YOU WOULD LIKE TO GET SOME ADDITIONAL DETAIL – IF YOU CAN)(SCHEDULE). As a primer to you, I will send a meeting invitation along with a one-pager of the top reasons to consider bolstering your defenses with Trend Micro’s Custom Defense solution.

VOICEMAIL

DO NOT LEAVE VOICEMAIL ON 6th ATTEMPT.



SCRIPT LANGUAGE

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). Targeted attacks and APTs are a top of mind concern for organizations. I’m calling to see what priority level it is for your organization and to discuss how we can help you gain the insight required to detect and respond to attacks that may be coming into your network or are already moving laterally through your network. Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others gain the insight they needed to protect against targeted attacks and APTs?










VOICEMAIL

Hi (PROSPECT FIRST NAME), this is (REP NAME) from (CHANNEL PARTNER). Targeted attacks and APTs are a top of mind concern for organizations. I’m calling to see what priority level it is for your organization and to discuss how we can help you gain the insight required to detect and respond to attacks that may be coming into your network or are already moving laterally through your network. Do you have time to chat for 30 seconds to discuss how Trend Micro has helped Rush University Medical Center and many others gain the insight they needed to protect against targeted attacks and APTs?

DISCOVERY QUESTIONS – VP/DIR/MGR


• How concerned are you with defending against targeted attacks, APTs, advanced malware – the attacks that evade your standard defenses and steal sensitive data?

Gauge awareness of the problem. Counter with “I’m not a target” type objections.

• What breaches have you experienced in the past? How did you detect and handle them? What was the impact?What were their experiences and lessons learned? Can we relate the product or our customer experiences to theirs?

• How are you defending against targeted attacks today?See if they really understand the nature of these attacks and the limitations of conventional security. Gauge maturity of the security organization.

• Could you detect a targeted attack? How?Digging deeper on the previous question. Are there gaps in their capabilities that we can fill?

• How do you examine network traffic today?Getting specific – explore and explain the need for specialized network detection.

• What targeted attack solutions have you evaluated? What was your experience?Many have active/planned evaluations, or have kicked the tires on competitors in the past. Find out their views and why they didn’t purchase? Alternatively, they may have purchased a competitor. Find out any dissatisfaction, limits to functionality, or extent of deployment.

• Are senior executives or board members supportive of reducing your risk of attack? Do you have goals and is there budget available?

Is there a mandate, management support, a budget? Is proposing a POC going to be worthwhile?

• Trend Micro has the #1 rated breach detection product, would you be interested in hearing more about how we protect our customers?

Discuss the NSS Labs results, discuss how compelling a POC can be and our typical findings.

OBJECTION HANDLING


• My company is not a target of these criminals or government-sponsored attackersCriminals attack enterprises of all sizes. Your intellectual property, customer data, or perhaps partner access is invaluable on the black market – and the cost of launching an attack is $400 USD. State-sponsored attackers are more selective, but have a wide range of objectives, including helping their companies compete against you.

• My current security solutions are sufficientAny number of analysts and security experts have declared that virtually all organizations have been breached but that most just don’t know yet. All agree that a new level of specialized, proactive detection and response is required to supplement standard email, web endpoint and network security.

• I don’t have the manpower or expertise to use this type of productAttack defense requires monitoring but Deep Discovery detection accuracy and intelligence prioritize, simplify, and expedite your efforts. MSSP partners can also help.

• I don’t have budgetWhat are your planned security investments? What will their impact be vs. adding a whole new attack detection capability? I can help you attain budget and approval with executive management.

• I have FireEye/equivalent today.What is the breadth of protection you are getting? Protocols, ports, internal traffic, across all of your enterprise and sites? We can give you a second set of eyes and greatly expand your security coverage at a very low cost compared to our competitors.

• I didn’t know Trend Micro had an advanced-threat offering. Trend Micro launched Deep Discovery in October 2012. Network Computing Magazine named it the best new product in 2013, and in 2014 the product received the top score in NSS Labs’ Breach Detection Competitive Testing. In that same test the TCO for Deep Discovery was found to be 25% less than the average of solutions tested. Unlike FireEye and others, we keep our marketing costs under control (and keep the price down as a result), which might help explain why you didn’t know about it until now. With 400 government and enterprise customers, ( and counting), we are a significant forc in the industry.

EMAIL SCRIPT 1 – DIR/VP/MGR NETWORKOFFER: ONE-PAGER WHY TREND



As I mentioned in my voicemail, given the news of the Shellshock vulnerability and high-profile data breaches like Target, I would like to speak with you to understand how concerned you are with defending your organization against targeted attacks, APTs, and advanced malware that evade standard network defenses and steal sensitive data. I can illustrate how we can help you, just as we have enabled Rush University Medical Center and others to detect, analyze and respond to incoming attacks and prevent breaches.

How can we help you?

Trend Micro has developed the Custom Defense solution to protect against APTs and targeted attacks aimed at your organization. At the foundation of this solution we have Deep Discovery which provides 360-degree monitoring of your organization’s network with custom detection, intelligence and response capabilities. Deep Discovery augments and integrates with your existing security infrastructure and provides comprehensive protection that detects, analyzes and responds to targeted attacks.

How do you get started?

I would like to invite you and your team to a 30-minute remote lunch & learn session to be scheduled at your convenience .

You will learn:



• How the Custom Defense solution can give your existing security infrastructure the power to detect, analyze, and respond to targeted attacks across the network.


Best Regards,

REP NAME


EMAIL SCRIPT 2 – DIR/VP/MGR NETWORKOFFER: 360 WP



As I mentioned in my voicemail, I’d like to discuss if you are empowered by supportive senior executives or board members for reducing your organization’s risk of attack by deploying solutions to protect against APTs and targeted attacks.

Read this white paper: Trend Micro Deep Discovery Inspector | 360-degree detection to address the challenge of targeted attacks and advanced persistent threats.

The purpose of this white paper is to empower executives and security personnel to make optimal security decisions, by providing clear, in-depth information about the nature of today’s targeted attacks, and about the capabilities needed to address them.

In this paper you will learn: – How targeted attacks evade traditional security– What is required to achieve 360-degree detection– How Deep Discovery Inspector secures your entire network

Register for the Lunch and Learn:

In my first note to you, I extended an invitation for you and your team to a 30-minute remote lunch & learn session to be scheduled at your convenience. I highly recommend this session. Is this of interest? Here is a high-level Detect & Respond overview video to give you a taste of what we would cover in your session.

I will be in touch in the next couple of days.

Best Regards,

REP NAME


http://www.trendmicro.com/cloud-content/us/pdfs/business/white-papers/wp01_deep_discovery_360_141016.pdf

EMAIL SCRIPT 3 – DIR/VP/MGR NETWORKOFFER: RUSH MEDICAL VIDEO



Targeted attacks and APTs are a top of mind concern for organizations. What priority level it is for your organization? I’d like to share how we can help you gain the insight required to detect and respond to attacks that may be coming into your network or are already moving laterally through your network.

Rush University Medical Center

Watch this brief video with Rush University Medical Center in which Alex Radenkovic, Project Lead for Information Services and Jaime Parent, Associate CIO & VP of IT Operations discuss the value of Trend Micro’s Deep Discovery Inspector solution in helping them detect, analyze and respond to targeted attacks and APTs. Watch video. <<link>>

Did that peak your interest? Would you like to learn more?

Join me for a 30-minute remote lunch & learn session to be scheduled at your convenience. We can provide you with additional information about



• How the Custom Defense solution can give your existing security infrastructure the power to detect, analyze, and respond to targeted attacks across the network.


Best Regards,

REP NAME


DEEP DISCOVERY SALES PROSPECTING FOR THE CHANNEL.

Documents

Transcript of DEEP DISCOVERY SALES PROSPECTING FOR THE CHANNEL.