ITALY UPDATE3 months Marketing Plan

Chiara Di Iorio

The Marketing Plan

• The Marketing Plan for next 3months is structured as follows:– Marketing Timeline– Marketing Plan• FireEye• ForeScout • Imperva• Palo Alto• Sophos• Tufin• ZScaler

APRIL MAY JUNEFireEye

ForeScout

Imperva

Palo Alto

Sophos

Tufin

Zscaler

LEGEND

Technical Training Workshop Events Publication DriveABI Lab Qualification

Telemarketing

Marketing Timeline

FireEyeMain Priorities• Partners resellers recruiting – Target 10 partners certified• Awareness

• Actions- Recruiting

• 1 day Technical seminar for prospect resellers pre selected by EN and run by our internal system engineers. 3 Planned in April, May, June.

-Awareness• 1 Publication. Interview on ICT magazine. Planned in June

-Events• Mobile Enterprise Ecosystem - June 4th Milan• Digital Data Security – June 12th Rome

ForeScoutMain Priorities• Awareness

• Actions- Awareness

• 1 Publication. Interview on Office Automation magazine. Planned in April

-Events• Mobile Enterprise Ecosystem - June 4th Milan

ImpervaMain Priorities• New Business Opportunities

• Actions- ABI Lab

• ( www.abilab.it) ABI Lab is the Center of Research and Innovation for the Bank promoted by the Italian Banking Association with a view to cooperation among banks technology partners and institutions. The goal is to create a channel of communication between banks and technology partners, to raise the level of awareness about the opportunities offered by new technologies. Visibility with the CIOs of the major banks in Italy. Initial sponsorship planned for April, May and June.

-Technical Training• 5 days technical training run by EN for 15 end users in our partner

location (Reply SpA). Planned from April 15th to April 19th.

Palo AltoMain Priorities• Prospects Recruiting• Awareness• Partners Incentivation

• Actions- Recruiting

• Ultimate Test Drive. Half Day workshop developed to move prospects to an eval/AVR by providing them with hands-on experience. Grand Prize drawing for all attendees that sign up for an eval/AVR. 1 Planned beginning of May

-Awareness• Mobile Enterprise Ecosystem - June 4th Milan

-Drive• Campaign started in March. 150 points for qualified meetings with

Deal registration until May.

SophosMain Priorities• Prospects Recruiting• Awareness• Partners Incentivation

• Actions- Recruiting/Awareness

• Sophos Complete Security Day On the Road. EN to sponsor 1 stop in Turin with complete access to database of attendees.

- Events• Mobile Enterprise Ecosystem - June 4th Milan

- Drive• Campaign started to be started in May. 2000 points as budget.

TufinMain Priorities• Awareness

• Actions- Awareness

• 1 Publication. Interview on ICT magazine. Planned in May

ZscalerMain Priorities• Business Opportunities

• Actions- Business opportunities

• Telemarketing activity running from January to April

Event Date/Venue

June 4thLocation: TBC (Hotel in Milan)

Event Title Mobile Enterprise Ecosystem

Event Description

1 day event with 7 vendors presenting their mobile solutions. 20/30 minutes sessions each o AeroHiveo FireEyeo ForeScouto Impervao LogRhythmo Palo Altoo Sophos

Target audienceExpected 80+End Users & Partners

Objective Raise awareness on the Mobile Enterprise Ecosystem provided by EN through its vendors and solutions

Further InitiativesVendors representatives available for meetings that will be scheduled in advance with attendees. Final Prize drawing for 10 eBook readers

EN Italy – Mobile EnterpriseEcosystem

Best Idea/activity

Best Activities• High visibility in March covering ALL MAJOR EVENTS held

in Italy:- ICT EVENT March 5th Milan (also ForeScout) 295 attendees- Mobile Business Experience, March 27th – Milan (also Zscaler and AeroHive)

361 attendees- CyberCrime Event, March 27th – 28th - Rome (also FireEye and ForeScout)

with speaking slot. More than 500 attendees

Best ActivitiesExclusive Networks Italia on LinkedIn:

Biggest Challenge

- EN visibility

- Lack of CRM and automated EDM system• Process in place so far includes separate

communication sent by sales team with no detailed or automated reports.

Arbor Results

EDM1- Database Size - 2635 contacts- Sent e-mails - 2.163 contacts- Openrate total - 467 contacts (21.37%) - Survey Link Click rate - 18 contacts- Surveys - 7

ARBOR RESULTS

Arbor ResultsEDM 2

- webinar 1 • registration links opened 57/ registered 12 /attended 8

/question 1- webinar 2• registration links opened 33 / registered 11 /attended

5 / question 1

EDM3:

- Database Size: 2635 contacts- E-mails to send 2286 contacts- Openrate total 554 ( 25.53%) - Documents Link Click rate – 23 contacts- Survey Link Click rate - 7 contacts - Arbor DDoS Survey – 2 - Arbor DDoS Download – 8

ARBOR RESULTS

EDM4:

ARBOR RESULTS

Database Size: 2635 contacts

Sent e-mails - 2.271 contacts

Openrate HTML total - 359 (16.74%)

Documents Link Click rate: - 7 contacts

Survey Link Click rate - 6 contacts

Survey answers - 1

Arbor DDoS Download – 0