Over the past 3 months we have rolled out our first integrated 360◦ channel sales and marketing campaign. The goal was to address the market opportunity presented by file based storage capacity, which according to IDC, is expected to increase more than 54% per year through 2015*.
Targeting Dell partners who’ve gained storage competency, the campaign initially introduced the new Dell NAS portfolio and provided supporting sales, technical and marketing tools to help increase revenues by promoting and selling new Dell storage solutions to existing Dell customers. The campaign comprised of a phased set of deliverables and unlike previous campaigns, included distinctive sales and technical messaging:
In addition to the communications plan which saw the emails broadcast by our channel sales and technical teams to their contacts, and was supported by a number of Social Media posts via both Twitter and LinkedIn, the campaign included:
Read On To Find Out More >>
Please find below full details of this campaign together with links to download each of the supporting emails for more information.
Please note: emails and a number of the supporting materials are available in French, German, Italian and Spanish. Please contact your Dell Storage Sales or Technical Rep. for copies or visit the Consolidation tab in Dell Storage Master for sales tools and tech papers: French, German, Italian and Spanish.
Phase 1: Awareness
This initial phase of the campaign introduced the new Dell Fluid File System, which adds NAS file storage capabilities to Dell SAN devices. Dell Fluid File System, a component of the Dell Fluid Data architecture, is a clustered file system that avoids traditional architectural limitations by scaling capacity and performance non-disruptively. With Dell Fluid File System you can help your existing Dell customers to:
The Dell NAS Solutions Portfolio leverages Dell Fluid File System v2.0 software and includes the following products:
Learn More >>
Download the 1st supporting sales and technical emails and access the supporting sale-out NAS video and NAS Positioning Guide or Dell Fluid File System Technical white paper.
Phase 2: Sales Enablement
November saw us move into the Sales Enablement campaign phase with 3 supporting emails designed to provide you tools to promote, sell and support Dell Unified Storage Solutions to answer 3 common customer issues.
Key deliverables available via these emails include:
Finally, as we wrap up the communications element of the campaign we have developed a final email (combining sales and technical audiences) that brings the messaging back to focus on the strength of our entire storage portfolio and includes NAS as part of that story.
Find Out More >>
To convey this message and help you win net new storage business join us for a webcast on 10th January, register here.
Providing training to enhance your sales and technical knowledge was a key element throughout this campaign and we included a number of different courses and mediums for you to take advantage of. Many of these courses will remain available into next quarter:
Supporting Promotions and Incentives
In addition to the online training incentive (see above) additional Partner Advantage points are also available for sales of Compellent FS8600 and EqualLogic FS7600.
Free Dell FS76x0 Appliance when you sell 2 x EqualLogic PS61x0 or PS65x0 Arrays
Phase 3: Demand Generation
The final phase of this campaign is demand generation. The objection is to help you develop marketing activities and programs to generate Dell storage leads through Q1 and beyond:
If you are interested in planning a Dell Unified Storage campaign please download the assets from Campaign Builder or contact your local Dell Channel Field Marketing Manager for more details.
Please note: all customer facing demand gen. materials are available in English, French, German, Spanish, Italian, Dutch, Swedish, Danish and Norwegian.
For more information on any element of this campaign please don’t hesitate to contact me, your Dell Storage Sales or Technical Rep. or visit the Consolidation tab in Dell Storage Master tool.
*Understanding Demand for File-Based Storage: Results from IDC’s 2012 File-Based Storage Survey, May 2012
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