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RESOURCE GUIDE: VMware Partner Demand Center Drive demand, capture leads, and close more deals—with start-to-finish resources for running successful marketing campaigns VMware Partner Marketing Partner Demand Center: Overview Partner Demand Center: Guidance Next Steps

Table of Contents VMware Partner Marketing Welcome to VMware Partner Marketing ...... 2 Why Partner with VMware Now? ...... 3

Partner Demand Center: Overview Introducing VMware Partner Demand Center ...... 4 Why Use Partner Demand Center? ...... 5 What Does Partner Demand Center Offer? ...... 6

Partner Demand Center: Guidance Sample Campaign Content ...... 7 Campaign Strategy and Roadmap ...... 8 Aligning with the VMware Solutions Framework ...... 9 Aligning with the Buyer’s Journey ...... 10 Executing Your Co-branded Campaign ...... 11 Campaign Execution Options ...... 12. Marketing Tactics ...... 13 VMware Campaigns Overview ...... 16

Next Steps Getting Started ...... 17. Staying Connected ...... 18 VMware Partner Marketing Partner Demand Center: Overview Partner Demand Center: Guidance Next Steps

Welcome to VMware Partner Marketing Create demand, accelerate deals, and optimize profitability . WE’RE COMMITTED TO HELPING YOU: VMware provides a diverse portfolio of technology solutions, tools, • Establish your place in the market, and resources that allow you to expand your existing market presence fast-track your ability to engage with customers and prospects, and and take advantage of emerging opportunities to grow your bottom line . earn instant credibility and access. • Become a leader in your solution Our mission space with enablement support for growing your profitability To deliver a comprehensive, innovative marketing portal for the through demand generation, continuous support of our valuable partners . pipeline acceleration, and sales support materials. What we offer • Win new business by amplifying your brand with an automated A full range of demand-generation and lead-nurture services, marketing process to create including tools, materials, and support—all designed to meet a broad campaigns, reduce costs, and grow revenue. range of partner needs .

What you’ll get Best-in-class, market-tested resources—including branded, customizable social and email campaigns; web banners and website content; event kits; an email platform; a downloadable collateral library; and analytics and lead-management tools .

How you benefit Find everything you need to plan and run campaigns in order to go to market, generate demand, accelerate sales, and grow revenue .

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Why Partner with VMware Now? Digital transformation is accelerating, and the market opportunity in our solution areas is rapidly growing . We help you take advantage of this by providing everything you need to quickly reach customers and prospects . Total addressable market*

$10B $40B $10B $12B $17B APP MODERNIZATION MULTI-CLOUD VIRTUAL CLOUD NETWORK DIGITAL WORKSPACE INTRINSIC SECURITY

WITH OUR MARKETING RESOURCES FOR THESE VMWARE SOLUTIONS, YOU CAN: • Differentiate yourself • Drive demand • Increase your share of wallet • Tap into explosive growth markets

* VMware Internal Analysis, Feb 2020, Solution Addressable Market VMware Competitive Intelligence 2020

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Introducing VMware Partner Demand Center Partner Marketing Program Framework VMware Partner Demand Center is a marketing platform that makes partnering and growing with us easy, intuitive, and profitable . It’s a one-stop shop for VMware marketing, DEMAND GENERATION providing our partners with the tools, content, and resources CAMPAIGNS

to successfully deliver integrated marketing campaigns . LEAD SOCIAL MEDIA MANAGEMENT CONTENT Partner Demand Center also enables you to launch, execute, manage, and track/report on your campaigns .

Partner Demand Center enables you to: PARTNER DEMAND CENTER • Build a digital strategy and presence EVENT CONTENT FOR • Access integrated campaigns, social media posts, PROMOTION YOUR WEBSITE and content you can use on your website that updates automatically • Run entire campaigns from start to finish, including lead management (if you choose to execute from the platform) MARKETING AGENCY AND EMAIL MARKETPLACE • Set up invitations and registration for events, AUTOMATION (PLATFORM) with an option to have an agency manage them HELPDESK PLUS

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Why Use Partner Demand Center?

Engage prospects, drive quality leads, and close more deals—with customizable, AN OMNICHANNEL, co-branded marketing campaigns and content for every stage of the buyer’s journey . PROGRAMMATIC APPROACH Built into Partner Demand Center are • Find ready-to-execute campaigns robust intelligence and automation capabilities. The materials are • Stay relevant with fresh content aligned to strategic customer initiatives designed to be used across social, • Run campaigns from your own marketing platform or Partner Demand Center, email, and digital, and touches are and increase conversions on quality leads served based on a prospect’s location in the buyer’s journey. • Accelerate your sales, measure your ROI, and grow your business

Benefits • Simplified navigation • Expanded Agency Marketplace services • Social nurture campaigns • In-region Helpdesk Plus support in 9 languages • Improved automation workflows • Accelerate your sales, measure your ROI, and grow your business • Expanded global language support

THE DIGITAL SURGE There’s never been a better time to foreground your digital strategy. VMware equips you with the content you need for a digital-first approach, including content for webinars.

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What Does Partner Demand Center Offer? Partner Demand Center supplies everything you need to set up, execute, manage, and measure a VMware marketing campaign, from start to finish—including, if you wish, the platform to execute it from . Campaigns include materials across every stage of the journey, aligned to customer needs, priorities, and buying patterns .

The complete package for a start-to-finish marketing campaign

Campaign Campaign Campaign Campaign Partner Guidance Components Offers Tools Customization • Campaign guide • Multi-touch social • Website content • Email and social • Logo and and email nurture automation platform contact information • Partner opportunity • Solution and with landing pages tech briefs • Results tracking • Email header graphic • Campaign messaging • Web banners • White papers • Lead management • Ability to add value • Target audience titles • Social media posts proposition to emails and profiles • Event kit • Events • Option to add copy • Campaign blueprint to social posts • Call script

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Sample Campaign Content This campaign for VMware Cloud on AWS: Scale On Demand—typical of the VMware campaigns you’ll find on Partner Demand Center—includes materials that span every type of offer, delivery channel, and stage of the journey .

Web Social Web Email Campaign Call Content Media Kit Banners Nurture Copy Script

Buyer’s Journey Stage: Awareness

Video: Scale On Demand Teaser

FAQ: Scale On Demand FAQ

Infographic: Cloud Leaders & Experts Share Their Five Biggest Scalability Challenges Ebook: Addressing the Top 5 Challenges of Deploying a Comprehensive Disaster Recovery Solution Buyer’s Journey Stage: Education

Ebook: The Enterprise Guide to Scaling on Demand

Ebook: Addressing the Top 5 Challenges of Deploying a Comprehensive Disaster Recovery Solution Buyer’s Journey Stage: Consideration White Paper: Beyond The Data Center: Greater Than the Sum of its Parts Infobrief: Make Hybrid Cloud a Reality: 3 Organizations Share Their Insights Buyer’s Journey Stage: Decision

White Paper: Desktop Scalability Made Simple

Reference Architectures: VMware Cloud on AWS

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Campaign Strategy and Roadmap You’ll find more success if, rather than delivering one-off communications, you engage your prospects with a targeted cadence of communication across the entire buyer’s journey . To do that, first develop an integrated strategy using a phased approach; then build out tactics based on your goals .

Partner Demand Center campaigns include offers to support you every step of the way .

STEP 1 STEP 2 STEP 3 STEP 4

Planning Fuel Your Pipeline Execute Your Campaign Close

SET GOALS AWARENESS CONSIDERATION DECISION Establish goals to Initiate demand-gen activities Nurture leads and qualify Accelerate leads through develop your annual to drive awareness and build prospects with messages and the funnel and pass off demand-generation plan . a contact database . offers tailored to their journey . to Sales . • Web and social syndication • White papers • Hands-on labs • Multi-touch social and • Solutions and tech briefs • Free trials email nurture • Webinars • Assessments • Content syndication • Events • Social posts • Outbound calling

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Aligning with the VMware Solutions Framework All marketing campaigns offered on Partner Demand Center align with the VMware Solutions Framework, which is organized as follows . As a resul, you can sell by solution as well as product .

VMware Digital Foundation Business Priorities Build, run, manage, connect and protect any app on any cloud on any device

APP VIRTUAL CLOUD ANYWHERE MODERNIZATION MULTI-CLOUD NETWORK WORKSPACE SECURITY Strategic Solutions

NSX VMware Cloud Workspace Carbon Black Tanzu SD-WAN Products Foundation ONE Cloud VMC on AWS

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Aligning with the Buyer’s Journey Customers and prospects exist in different phases of the buyer’s journey . Partner Demand Center provides tactics to help you succeed at every stage .

Demand Generation Awareness • Web banners • Social media posts and images • Content offers for syndication • Integrated social and email campaign • Website content

Lead Nurture Consideration • Webinars • Outbound calling • Partner-led • Events workshops

Sales Acceleration Decision • Hands-on labs • Free trials • Assessments

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Executing Your Co-branded Campaign Partner Demand Center enables you to choose a campaign and take it to market based on your organization’s business model . You can download content and deliver it as you like—with your own marketing tools, through the platform, or using a vendor in the Agency Marketplace .

Choose Your Solution Area

App Modernization Multi-Cloud Virtual Cloud Network Anywhere Workspace Security App Modernization Multi-Cloud Virtual Cloud Network Intrinsic Security

Choose Your Campaign (see page 16 for options)

App Modernization ThroughMulti-Cloud your own OnVirtual the Partner Cloud Network Demand Anywhere Workspace Security marketing tool Center platform Marketplace vendor

Choose Your Execution Method

Through your own On the Partner Demand With an Agency App Modernization marketingMulti-Cloud tool VirtualCenter Cloud platform Network MarketplaceDigital Workspace vendor Intrinsic Security

Manage Leads and Measure Results

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Campaign Execution Options Depending on which option you select for executing your campaign, the following resources are available .

Your Own Marketing Tool Partner Demand Center Agency Marketplace Services

Download all available assets, Customize, build, and deliver Connect with an approved third-party agency including HTML email and source your campaign on Partner through Agency Marketplace, leveraging files, from Partner Demand Center . Demand Center . VMware-negotiated pricing .

The availability of analytics depends Analytics and lead information Place your request, pay for services, execute, on the platform you use . are available . and receive detailed campaign results .

The following services are available: • List build • Online event • Content syndication • Creative/joint messaging • Telemarketing • Qualified lead delivery • Digital and social media • Video

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Marketing Tactics Partner Demand Center includes a number of different tactics . On this page and the two that follow, we cover each of these tactics in more depth .

Social Media Website Content

What it is Automatically syndicate industry and VMware VMware com. copy and assets (gated and ungated)— campaign-related social media posts to your such as white papers and reports—are replicated on company Twitter and LinkedIn accounts . your website and automatically updated as VMware refreshes the latest content .

What you get All posts include compelling images, with options You have the ability to choose which product to add copy or gate assets . and solution pages to include; after the setup is complete, you’ll receive an HTML embed code to add on your website . Reports include visitors, page views, and responses .

Benefits Enhance your digital presence and be seen by Elevate your partnership with VMware by prospects as a thought leader . showcasing VMware solutions on your website . Create and capture inbound leads; then nurture them with an integrated campaign .

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Marketing Tactics, cont.

Campaigns Agency Marketplace Services

What it is A complete set of assets for delivering a multi- Engage global or regional third-party marketing channel, multi-phase digital marketing campaign . agencies offering VMware-negotiated pricing that Every campaign includes customizable social media you fund prior to project start . (Coming soon: If you posts, multi-touch nurture emails, and web receive VMware Development Funds, you’ll be able banners—each with related content offers . to use them for services, and the system will auto- create a Prior Approval for you in the VMware Partner Rewards Portal ).

What you get A campaign guide outlining the partner opportunity, The agency is responsible for executing all aspects target audience, and messaging; an event kit; and of the marketing services purchased, and you’ll sales acceleration materials . You can customize your receive deliverables as agreed upon with the tactics and schedule send dates to a contact list . agency, including detailed campaign results . Or you can download HTML email files to send from your own marketing automation platform .

Benefits Raise awareness, increase demand, and generate Gain access to VMware-approved agencies without leads . Leads are scored and tracked, visible only having to search on your own . The agency adds to you . value with expertise in creating awareness, demand generation, and lead-nurturing .

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Marketing Tactics, cont.

Downloadable Resources Campaign Analytics and Lead Management

What it is Assets to download for use in additional The capability to review campaign performance marketing activities . metrics and manage your leads within the Partner Demand Center platform .

What you get A broad selection of marketing assets in nine An analytics overview dashboard showing overall languages—including case studies, white papers, results in a time period for all activity, with the option eBooks, infographics, and presentations . to view activity metrics separately . A reports menu for each activity type and drill down into individual campaign, contact, or lead record to analyze responses, status, and results . Use the reports to view email stats, landing page and web syndication page traffic and responses, social post activity, or lead details . You can export all reports to an Excel sheet . Lead Management report allows you to manually add new leads, score existing leads, add notes and comments, reassign, or export lead details . You also have the option to receive real- time email notifications when a new lead is captured .

Benefits Enhance existing campaigns with additional offers . Run a data-driven campaign, optimizing tactics Run co-branded promotions and single promotions . in-flight based on response levels . Automatically funnel leads to the appropriate recipients .

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VMware Campaigns Overview Take advantage of various campaigns for each of the VMware solutions areas:

Multi-Cloud Anywhere Workspace Virtual Cloud Network Security App Modernization

• VMware Cloud • VMware Cloud™ • Anywhere Workspace: • Work from Anywhere, • Carbon Black • Modern Apps Foundation™ on AWS Unified Endpoint powered by VMware Replace Antivirus Management and SASE and VMware SD- – Cloud Migration • VMware Cloud Hybrid VDI conversion WAN Foundation™ Interactive – Scale on Demand • Future Ready • Cloud Network Whiteboard Customer – Virtual Customer Workforce Webinar Workshop • Cloud Network Security – IDC Business • Trends in the • VMware Cloud Simplified case Whitepaper Distributed Workforce with Modern HCI (Mid-Market Campaign) • Virtual Customer Workshop • VMware HCI Expand • VMware Hybrid Cloud Management • VMware vSphere with Tanzu

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Getting Started Here’s how to get started with Partner Demand Center . Learn Step-by-step downloadable guides and video tutorials are available 24/7 under the Guides tab on Partner Demand Center . VMware also holds frequent webinars to review processes and share best practices .

Execute a campaign 1. Sign into the Partner Demand Center by: • Logging on to the Partner Connect portal with your credentials • Going to the Marketing tab across the top navigation • Clicking on Partner Demand Center under Marketing 2 .Browse campaigns and locate the solution you want to promote . 3 . Read the campaign guide to learn about target audience, campaign messaging, campaign materials, and suggested execution plan . 4 . Start building your co-branded custom campaign .

Get help Contact our Helpdesk Plus team to plan your marketing rstrategy, o to get help with a specific campaign activity at [email protected].

VMWARE PARTNER DEMAND CENTER 17 Staying Connected VMware offers partners several ways to stay up to date on the latest marketing news for the Partner Connect program .

VMware Partner Connect Emails Subscribe by updating your Partner Connect profile (in communication preference) . Due to strict privacy policies, you must also subscribe globally .

vmLIVE vmLIVE is our live, global, interactive webcast series for VMware partners . Join us to get the latest information on all the programs and resources available for you to learn, market, sell, and deliver VMware-based solutions in the marketplace with a competitive edge .

Social Stay on top of the latest VMware news by following us on our social media channels— including LinkedIn, YouTube, Twitter and Facebook—as well as the VMware Partner Blog .

Join us online:

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