GET STARTED 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 . VMWARE PARTNER DEMAND CENTER 2 VMware Partner Marketing Partner Demand Center: Overview Partner Demand Center: Guidance Next Steps 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 VMWARE PARTNER DEMAND CENTER 3 VMware Partner Marketing Partner Demand Center: Overview Partner Demand Center: Guidance Next Steps 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 VMWARE PARTNER DEMAND CENTER 4 VMware Partner Marketing Partner Demand Center: Overview Partner Demand Center: Guidance Next Steps 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. VMWARE PARTNER DEMAND CENTER 5 VMware Partner Marketing Partner Demand Center: Overview Partner Demand Center: Guidance Next Steps 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 VMWARE PARTNER DEMAND CENTER 6 VMware Partner Marketing Partner Demand Center: Overview Partner DemandDemand Center:Center: GuidanceGuidance Next Steps 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 VMWARE PARTNER DEMAND CENTER 7 VMware Partner Marketing Partner Demand Center: Overview Partner DemandDemand Center:Center: GuidanceGuidance Next Steps 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 VMWARE PARTNER DEMAND CENTER 8 VMware Partner Marketing Partner Demand Center: Overview Partner DemandDemand