1. DNS Arrow Marketing Supporting our partners every step of the way Frances Norfolk NetApp Marketing Manager DNS Arrow

2. Agenda Introduction – Roles and responsibilities – Overview of marketing support and services – Funding Key messaging & programmes – Go to market positioning – Solutions – MSE marketing package Marketing planning – Strategic/tactical – What works? – Success ROI – Figures – Measurement

3. Roles and responsibilities  Fiona Vickers Channel Marketing Manager - NetApp fiona.vickers@netapp.com  Frances Norfolk NetApp Marketing Manager – DNS Arrow frances.norfolk@dnsarrow.co.uk  Jaimini Karsan NetApp Marketing Executive - DNS Arrow jaimini.karsan@dnsarrow.co.uk  Sian Owen Marketing Finance Administrator - DNS Arrow sian.owen@dnsarrow.co.uk

4. Supporting our partners every step of the way

5. DNS Arrow channel marketing support

6. Virtual Marketing Manager Create marketing direct mailers, emailers online in an instant and have access to relevant supporting materials A simple-to-use activity planner to schedule campaigns Resource library of brochures, white papers, logos, images, solution guides, branding guidelines and more Reporting functionality to provide ROI reports quickly Direct to print functionality Login: julie.gibbs@dnsarrow.co.ukjulie.gibbs@dnsarrow.co.uk Password: g1bb5 Solution marketing ready for adoption

7. Campaign Express – Access to Marketing 7 Easy to Use – 4 Step Process View Order History Choose from NetApp or plain templates View Work in Progress Campaigns via Shopping Cart

8. www.partnermarketingdesk.com 8

9. DNS Arrow & NetApp marketing portals Partner Desk http://www.partnermarketingdesk.com Campaign Express Accessed via NetApp Field Portal Virtual Marketing Manager http://www.dnsarrowvmm.co.uk/ Tailored marketing support to suit partner’s exact requirements Easy to use online marketing toolContains nearly all of the features of both Campaign Express and Partner Desk in one easy to use established portal within the channel Benefit from experience of NetApp’s own EMEA marketing Agency Create and deliver NetApp campaigns online in minutes Activity planning tool creates ‘to do’ task list and campaign timeline Comprehensive range of campaign packages & best practise consultancy to suit all marketing capabilities and budgets Add logo & messaging to existing NetApp campaign content Online DGF submission form – simple and easy process Access via dedicated portalChoose from NetApp branded or generic templates Upload poof of performance functionality Ideal for partners with little time, resource and/or budget Specific portals containing information for MSE and VSP partners Access via NetApp Field PortalAll editable materials free of charge

10. Partners will see PartnerEdge Partner specific events Partners specific news by geo

11. Market Development Fund – FY10  MDF is a benefit based on a business plan and subsequent marketing plan  One overall fund in FY10  Simplified funding structure  Work with CDM/BDM and/or relevant Marketing Manager  Submit MDF request via DNS Arrow Virtual Marketing Manager  Pre-approval from NetApp and/or DNS Marketing  Complete activity  Claim your funds  Discretionary fund  Reviewed on a case by case basis  Future funding is based on campaign measurement and ROI

12. NetApp & DNS Arrow campaign menu DNS Arrow/NetApp Business Unit Data CentreMSE VSP NPP VSP NPP VSP NPP VSP NPP MSE Data Centre Partner ready campaigns Future campaigns

13. Campaign engagement process Choose solution campaign Review campaign menu DNS Arrow VMMNetApp Partner Marketing DeskNetApp Campaign Express Select from recommended agencies Submit MDF form via DGF Execute campaign CEC Telemarketing Aspire CPB Campaign Management Venise Event Management TBC Data Source CEC Aspire CPB Select preferred online resource

14. Key Messaging and Programmes  Compelling messaging  Virtualisation  Storage Efficiency  Back up and recovery  Consolidation  Messaging and Collaboration  Proven in delivering successful campaigns  DNS Arrow have been selected for a VMware pilot campaign  Collective promotions around VMware and Sphere  Build bespoke go to market messaging  DNS Arrow thought leadership  Cloud computing  Build messaging to suit all areas of Cloud

15. Demystifying Cloud Computing Venue: Chesford Grange, nr Kenilworth, Warwickshire Date: Tuesday, 3rd November 2009 The event has been designed to be fun, interactive and extremely informative, and includes: Keynote presentation from Steve Pearce, Managing Director of DNS Arrow ‘To the point’ 20 minute round table sessions with our primary sponsors A dedicated Technical Stream Vendor breakout exhibition Evening dinner and entertainment Please visit the Virtualisation website at www.dnsarrow.co.uk/virtualisation for further details of the briefing or register at www.dnsarrow.co.uk/virtualregisterwww.dnsarrow.co.uk/virtualisationwww.dnsarrow.co.uk/virtualregister More information can be found at www.dnsarrow.co.uk/virtualisation Currently sponsored by:

16. MSE launch Designed to provide resources and tools to promote the FAS storage system Help you promote and communicate these messages 2 x Incentives Emailers and Direct mail piece – Designed for you to rebrand and promote. Web content pack – content templates for you to rebrand and launch on your company websites – contains useful links and contact details Posters Telemarketing campaign – To promote the MSE value proposition – Carried out by Aspire – Manage leads centrally and allocate to you www.dnsarrow.co.uk /vmm

17. Planning Planning on a quarterly basis – What do we want to do? – How do we get there? Two prong approach – Strategic – Tactical – Build your awareness – Niche target audiences – Work with NetApp DSM 12 month benchmark – Break it down in quarterly plans – Review success – Measure ROI Softly allocate funds The best campaigns are with those that work with us and report on feedback

18. Partner led campaigns Total number of campaigns 38 separate campaigns with NetApp partners Double the amount of campaigns compared to HP and IBM Top solutions: Virtualisation Storage Efficiency Every campaign has used NetApp messaging and or deliverables either from DNS VMM, Partner Marketing Desk, NetApp Field Portal.

19. ROI Reported won deals – 85 tracked wins from FY08 to date (2.5 years) – Email/Direct mail and telemarketing campaigns - 54% – Seminars - 37% – Incentive led campaigns - 9% ROI growth – Year on year growth of 96% from FY08-09 – Year on year growth of 45% from FY09-10 (half year figure) – Overall growth of 254% from FY08 to date Reporting on average 2 wins a month

20. What works?????? Smaller more focussed roundtable events More targeted approach at niche markets Strategic multiple touch in addition to quick win Brand and differentiation is key Strong promotions and call to actions New ways of social media Picking an agency and sticking with them Keep it simple

21. Partner case study Objective was to promote the complete NetApp storage virtualisation opportunity within virtualized environments – Series of 6 events held across the UK – Creation and content design for invitation emailers – Selected appropriate target data for each of the events – Emailed target data and monitored the results – Lead generation to generate leads and interest in the events – Total of 233 attendees – Total of 18 deals to the value of £984k “The incremental business that we achieved as a result of this campaign was far in excess of our expectations. DNS Arrow helped to take the pain out of organising the events and they continue to do a great job for us”.

22. Summary Easy to work with Flexible in our approach Excellent systems and tools

23. Questions??