Intelligent Marketing Supporting our partners every step of the way Julie Gibbs Divisional Director Marketing

New Marketing Team Structure

UK Marketing Budget FY08  Manage around 40 different vendor MDF guidelines and processes  Overall vendor marketing objective is to achieve zero exposure  Storage & Software£1.2m  Security£500k  Access & Virtualisation£800k  Total£2.5m (€3.15m)

Key areas of focus for 2008  Strong brand awareness  Proactive PR and communication  Solution Marketing  Focus on business issues, not simply products  Thought Leadership  Knowledge transfer programme on virtualisation and other technologies  Reseller Recruitment / Profiling  Retain, recruit and recover channel partners  Channel Marketing  Marketing and planning advice for our partners, generating incremental business  Map onto our vendor messaging and plans for the year taking their messages to market  Professional & Training Services  Promote our real value add to the channel with our IT skills, services and facilities

Strong Brand Awareness  Proactive PR and communication Objective:  Increase amount of news stories, success stories with vendors, channel partners and end user customers Activity:  Organise regular press interviews to gain coverage in trade press  Frequent press releases on the latest news and announcements  Electronic newsfeed and search facility  PR Audit on a quarterly basis to monitor coverage DNS Arrow’s coverage remained at 27% in Q1 2008, ranking us No. 1 in the sector DNS Arrow was mentioned in 471 stories. We sustained our coverage with last quarter’s results with 24 journalists and 6 analysts mentioning us in the period.

Solution Marketing  Focus on business issues, not simply products Objective:  To extract maximum value from a campaign by taking a solution-led approach Activity:  Develop and implement marketing communications focusing on:  5 levels of virtualisation  Green  Simplification  Business Continuity  MS Exchange  Oracle / SAP  Security

Thought Leadership - Virtualisation Objectives:  To position DNS Arrow as a thought leader in virtualisation and transfer our knowledge to channel partners  To equip our channel partners with the knowledge to leverage more business in this increasingly important market Activity:  Knowledge briefings  White papers  Solution Briefs  Technical Workshops

Virtualisation across the system infrastructure  Four white papers and briefings:  Virtualisation – an Overview  Virtualising Storage  Virtualising for Application Access  Virtual Servers – a key step to a highly productive system infrastructure  5 reseller solution briefs:  Desktop virtualisation (VDI)  Server virtualisation  Storage virtualisation  Network virtualisation and optimisation  Application virtualisation  Virtualisation brochure and network diagram  Tool to educate partners in understanding the diversity of virtualisation and where our portfolio of products feature in the solution stack

Briefing 2: Virtualising Storage, 18 th June  The Royal Berkshire Conference Centre, The Madejski Stadium Reading The second briefing gives partners the opportunity to hear in one day from the key virtualisaition and storage solution providers and will examine storage virtualisation in more detail including:  Thin provisioning to better utilisation across storage arrays  Use of file systems for effective file management  Securing data resources  Rapid data protection practices, snapshot, mirrors  Virtual tape solutions  Data de-duplication  Better storage footprint and power utilisation  Vendor break out presentations and exhibition area during lunch and breaks  Each reseller who attends will receive a virtualisation sales pack including white papers, solutions briefs and more…

NetApp Get Successful Virtualisation Roadshows Frances Norfolk, Marketing Manager, NetApp

Background  Objectives:  To ensure the partners understand the NetApp/VMware proposition and learn how to position this correctly in the market place  Consolidate resource, cost and workload for both NetApp and DNS Arrow  Roll out three NetApp Get Successful Roadshows in the UK  Harrogate, Coventry & London  Target Market:  Aimed at senior IT decision makers  Predominantly end users on behalf of selected Gold & Authorised partners  Partners’ customer database information was used for call outs  Partners engaged:  DNS Arrow partners who do not have a NetApp Channel Partner Manager  Partners were identified through demonstration of business value on Virtualisation  DNS Arrow created & managed the campaign on behalf of the partners

Pre-event Promotion  Began to promote the event 8 weeks prior  1 wave every week  Touched attendees once a week with a different message to establish a relationship  4 week telemarketing to drive attendance Partner micro site: End user micro site:

Event Results  We successfully deployed a series of joint NetApp/VMware events throughout the UK  Each event was supported by a variety of NetApp/DNS Arrow platinum, gold and authorised partners  High level of partner attendance from 13 separate companies with over 39 individual contacts  The events included an open forum discussion with NetApp and VMware and industry expert, Macarthur Stroud  Our NetApp Vendor team delivered the "Get Successful Guides” partner briefing before the events began  There was a high level of end-user attendance at each event:  Manchester Tuesday 15th April - 36 attendees  Birmingham Wednesday 16th April - 35 attendees  London Thursday 17th April - 62 attendees  Total of 133 delegate across all events

Event Follow up End users  A thank you was sent out to all attendees  Followed up by a phone call for feedback on the event and to identify further sales opportunities  A copy of the presentation was ed to them  End users who registered but were unable to attend the events were also called with an offer of a one to one meeting; a copy of the presentation was also ed to them Partners  A thank you has been sent, which identified which of their customers attended each event, followed by a phone call for general feedback on the events and a copy of the presentation

Campaign Feedback End user  Manchester - 23 completed forms (64%) 1 outstanding  Birmingham - 16 completed forms (46%) 4 outstanding  London - 35 completed forms (56%) 1 outstanding  26 qualified leads given to most proactive partners  Majenta, ISC, TDM, BSG and Computerland Partners  Majenta and ISC collectively contributed to the highest level of end users  12 partners completed forms – feedback was excellent

Any Questions?

Reseller Profiling  Effective targeting of UK channel partners Objective:  To target new and existing partners to create brand awareness within the reseller community and transfer knowledge in the market of our value add and portfolio Activity:  Merge all of Centia partners, DNS Arrow Partners and other partner lists into one portal  Profiling of all accounts and key contacts  New system give the ability to cut the data with specific perimeters  Outsourced to ensure data is cleansed on a regular basis

End-to-end Lead Generation Service  Online Sales Lead Portal (SLP)  A bespoke online sales lead portal servicing over 150 partners, which allows them to update leads and feedback to secure future vendor funds  Highly skilled telemarketers  A team of over 20 telemarketers skilled in all areas of IT infrastructure  Campaign managers  2 campaign managers actively working with our partners, training the telemarketers, writing approach documents, cutting the data, etc  Campaign feedback manager  1 head gaining feedback from the resellers from their campaigns and chasing them for quoted, pipeline, lost and won business  End user database  Access to over 42,000 IT decision makers

Telemarketing Skills Matrix P is proficient. Could prospect with little/no additional briefing. U has an understanding. Would need a refresher briefing. X no experience as yet CPB has worked with DNS Arrow since 2001 on lead generation including: End User Lead Generation Lead Distribution and Management Reseller Recruitment Reseller Profiling

Excellent quality end user data  Over 42,000 IT decision makers available free of charge to resellers working with DNS Arrow on a joint project  Specific targeted data cut for campaigns:  Checked against the CTPS register  Contacts permanently unavailable are tracked & excluded from target data  No recalls on same vendor for 6 months  Maintain adequate no of records to ensure successful results on “Treadmill” type campaigns  Data intelligence by record is available to be able to target by vendor, product or solution for a more targeted approach * Data is provided to a third party agency for lead generation purposes and cannot be supplied directly to the reseller as it is a breach of our contract with CPB UK Limited. A confidentially agreement will have to be signed and adhered to. Database highlights: 42,000 sites with 51,000 IT contacts and 27,000 addresses with detailed demographic information: 3,500 sites with 1TB or more 2,700 Backup Exec users 380 EMC sites 787 Oracle sites 668 Check Point sites 497 Solaris sites …… and many more

Customer Quotes “The leads you provide are of excellent quality and full of detailed information for the targeted organisations. However as we take on leads from a number of sources where the quality is not up to the standard of those from DNS Arrow, it was felt we needed to introduce a short intermediate process, internal telemarketers, to ensure the Logicalis Account Managers were not attending meetings for the sake of it or chasing up unqualified leads. I can assure you, the comparison in leads from DNS Arrow compared to other sources is quite astonishing. Many other sources lack sufficient data to be fully qualified and that is why we introduced the process.” Chris Taylor, Marketing Data Management, Logicalis UK “We have been working with DNS Arrow for several months on the follow up to their lead Generation telemarketing campaigns. The leads have been highly qualified, detailed and of a particularly high standard. In almost all instances we have found the customer requirements to be accurate, timely and well qualified. The campaigns run by DNS Arrow have certainly raised the bar for future telemarketing campaigns conducted by Apex and we look forward to working with them in the future.” Deborah Carlier, Marketing Manager, Apex Computers “CPB has continued to support Alpha through delivery of highly qualified sales opportunities across key vertical sectors. Several of these opportunities have converted into sales and pipeline and are scheduled to close shortly. CPB is also providing opportunity management services to ensure that contact is maintained with prospects for the medium and longer term opportunities thus enabling our sales force to focus their efforts on business closure.” John Malabon, Sales and Marketing Director, ALPHA

Grow and develop channel partners Objective:  Provide new and existing resellers with added support to develop and increase their business with DNS Arrow Activity:  Virtual Marketing Managers across all core vendor streams providing creative activity for channel partner joint campaigns  Sales Academy Workshops to provide channel partners with specific sales skills required to sell solutions  NDA Events and Study Tours to ensure our partners have the knowledge and expertise required to sell our vendor solutions in a competitive market  Customer case studies to assist our partners in promoting the joint value add required in a solution sell opportunities

Virtual Marketing Managers Providing our channel partners with:  Direct marketing ideas including examples of mailers, ers and telemarketing campaigns  Marketing communications advice for successful events and seminars  The latest marketing initiatives and promotions  Access to product image store and branding guidelines  The ability to order product and solution brochures  Merchandise ideas and a range of opportunities for joint exhibitions, incentives and seminars Login: Password: Tweety10

New VMM Planner Dashboard

Reseller Reward Scheme  Reseller loyalty scheme  Ability to promote and encourage sales of any of our products, solutions and services  Designed to recruit, retain and recover resellers  Visibility of all promotions to all channel partners  Promotions currently running for DNS Arrow Training Services Login: J_GIBBS Password: 7945TPYU

Intelligent e-Marketing  MailAgent - creative consultancy e-marketing tool  Available to our resellers as part of a joint campaign  Create, send and monitor eCampaigns  100% reporting accuracy  Event management tool coming soon!  More information can be found at

Channel Communications  Channel Informer - providing regular channel communication:  latest vendor initiatives  Promotions  Try and Buy programs  Vendor led marketing  Sales tools  White papers, success stories  Product launches and roadmaps  DNS Arrow Preference page:  Preference page setup for contacts to select the communications they want to receive  DNS Arrow event management coming soon

Preference page and subscription facility

Training Services & Professional Services Marketing  Pay per Click Google campaign  Google Analytics installed to track response  Receive lots of leads and training sales as a direct result  Improve customer experience  Regular communications – Training Channel Informer  Training delegate packs (2GB USBs, etc)  Customer follow up for feedback  Tailored campaigns relevant to past training  Brand the offices with relevant training posters, banners  End user demonstrations  Tracked though the Sales Lead Portal  Customer feedback online form

MySite – get to know your company

Hospitality Calendar 2008  DNS Arrow Golf Day  The Oxfordshire Golf Club, 11th June 2008  Executive Briefing Lunch (NetApp)  The Dorchester, 25th June 2008  England v South Africa Test Match  The Oval, 7th August 2008  Daytona Raceday  Milton Keynes track, 16th September 2008  Paris Experience  9th and 10th October 2008  Executive Christmas Lunch  The Ritz, 11th December 2008

Julie Gibbs Divisional Director, Marketing Office:DNS Arrow, Nidderdale House, Harrogate, HG3 1SA Tel: +44 (0) Mob: +44 (0) Any questions?

International Direct Marketing Fair 08 Sarah Croker Marketing Manager, Access & Virtualisation

2008 – Looking ahead  Marketing in a downturn  1 in 5 companies have cut DM budgets in the 1 st quarter of 2008  However, 13% of companies have increased overall marketing spend – mostly on Internet marketing  Our prospects are increasingly difficult to reach Call to contact ratio is decreasing in the UK Targeted Contacts made per 100 attempts

Staying competitive  Refocus marketing and sales effort on the best sectors and opportunities  Evaluate your current marketing spend  stop any activity that is not producing good results and replace with new activity  Get the balance of tactical marketing and brand building right  Upsell / Cross sell aggressively into existing base

Staying competitive  Focus on customer retention  Are you spending enough on keeping customers? Is customer service good enough? The key is customer experience and getting it right!  Add value, help customers and understand what they appreciate to drive word of mouth  React quickly, ensure sales feedback is communicated directly to the marketing team and brainstorm together  Understand and exploit your key differentiators to the competition

IDMF 08 – other findings  The world is changing with Web 2.0  Creating communities online  Consumers are driving the marketing  Customers do their own research online before buying  Customer shop around to find the most competitive deal  4 Ps now the 4 Es!  Product > Experience  Place > Everywhere  Price > Exchange  Promotion > Evangelism

More information  Please visit or to access presentationshttp://  White papers on marketing will be made available

DNS Arrow Online and Electronic Tool Demonstrations

Online tools demonstrations  DNS Virtual Fair  DNS Arrow VMMs  New VMM portal  Sales Lead Portal  Media Monitoring  Marketing  Online Reward Catalogue