1. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2012 Global Campaign – Operations SecOps: Linking the Security Operations Center and Network Operations Center for better collaboration Campaign implementation guide WW Partner Marketing November, 2012

2. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2 Help Translations Campaign Overview Campaign Tactics – Core Customer JourneysCustomer Journeys, Ops Touches and OffersOps Touches and Offers Content

3. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3 Generic guidelines, contacts & information for your campaign implementation Help Partner Central HP Business Service Management HP Arcsight Marketing Initiatives Marketing Insights

4. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4 Global contacts: HP WW Executive Sponsor: Mike GallagherMike Gallagher HP WW Global Campaign Owner: Brian MacDonaldBrian MacDonald HP WW Global Campaign Manager (EMEA/APJ): Stefan DanisovskyStefan Danisovsky HP WW Global Campaign Manager (AMS): Denise LowneyDenise Lowney HP Regional contacts: AMS: Erin CrestaErin Cresta APJ: Kenneth TanKenneth Tan EMEA: Jill HeveyJill Hevey Contacts Zift Solutions Concierge Service contacts: AMS: Julie PfoutsJulie Pfouts EMEA: Christina ThurmannChristina Thurmann APJ: Sarah FerrenSarah Ferren

5. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5 Translations Campaign Syndication programs will be available in the following languages AMS Region Languages APJ Region Languages EMEA Region Languages English (US)Chinese (simplified)Castilian Spanish Portuguese (Brazil)JapaneseFrench (European) KoreanGerman Italian Russian

6. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Campaign Overview

7. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7 Campaign Overview Background The upcoming Ops campaign for Q1 will emphasize HP’s offering for firms seeking to reap the full benefits of cloud services while ensuring risks and security concerns are minimized. The campaign is intended to drive awareness and generate leads for both the Business Services Management (BSM) and ArcSight Logger solutions. The integration of these two solutions grants operators greater visibility into more events for enhanced resolution, as well as to link together the Security Operations Center with the Network Operations Center for better collaboration. Objectives Establish HP as the leader in securing cloud environments and providing visibility into the health of the entire IT infrastructure Generate upsell pipeline for ArcSight Logger into BSM install base Generate upsell from APM/BAC to BSM, and net new BSM

8. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8 Target The campaign will focus on a single track, communicating to both the traditional Executive and Practitioner audiences, (i.e., The CIO’s direct reports on down through the IT organization). This change means we will need to balance the higher-level, strategic message with the “how-to” implementation message - especially during the initial communication tactics Campaign Overview

9. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9 Campaign Overview TouchOfferTitle Touch 1Web eventRethink Security: Where Big Data, Operations and Security Connect Touch 2White paperUnifying security and IT operations Touch 3,Web eventTop 10 tips for effective “Security + Operations” collaboration Touch 4White paperFour steps to automate compliance and minimize your risks Touch 5White paperCustomers Validate Value of HP Business Service Management Solution Touch 6DemonstrationBSM Demonstration offer

10. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10 Sales Play Targets: BSM/SecOps: Upsell BSM to APM and BAC customers Upsell Logger to the BSM customers Sales Play Alignment

11. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11 Campaign Concept Value Proposition Integrating BSM and Logger increases threat identification, makes innovation easier, and decreases cost of ownership because only one system is required rather than two. Logger will obtain visibility into areas that are already instrumented by BSM, including items such as databases and application systems. BSM analyzes new types of hard-to-get performance data, such as the number of system error messages generated as a function of time, and other data that is only accessible through Logger. The integration of Logger and BSM creates a synergistic system that improves decision-making, as well as the security of the enterprise. Customer Insight/Rationale Technology advancements, the boom in end-user data and information generated by a diverse array of apps running on- and off-premise needs more complex IT management performance. Masthead Pre-header and sub-header- example: Imagery Different images were used for each touch to provide a sense of variability between the touches- example:

12. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12 Message Map SW Message Always Perform Better Campaign Message By integrating ArcSight Logger and BSM (which brings unstructured data into your monitoring tools), you will be able to better manage and secure your emerging cloud-based enterprise end-to-end. Customer Benefits Integrating BSM and Logger increases threat identification, makes innovation easier, and decreases cost of ownership because only one system is required rather than two. Logger will obtain visibility into areas that are already instrumented by BSM, including items such as databases and application systems. BSM analyzes new types of hard-to-get performance data, such as the number of system error messages generated as a function of time, and other data that is only accessible through Logger. The integration of Logger and BSM creates a synergistic system that improves decision-making, as well as the security of the enterprise.

13. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Campaign Tactics

14. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 14 Customer journey – Existing contacts AwarenessConsideration Email touch 2 - Download white paper: “Unifying Security and IT Operations” Email touch 3/4 On-demand web event: “Top 10 Tips for Effective 'Security + Operations' Collaboration” Plus Confirmation Qualification Email touch 1 - On-demand web event: “Finding Agility in the Age of Applications” Load partner list Campaign Syndication Program Flow Send personal email and/or follow- up with phone call (email template and call guide available) Email touch 5 - Download white paper: “Four Steps to Automate Compliance and Minimize Your Risks” Email touch 6 - Download customer study: “Customers Validate Value of HP BSM” Email touch 7 - Offer to schedule BSM demonstration Each touch can also be also be promoted through

15. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15 Customer journey – New contacts AwarenessConsideration Email touch 2 - Download white paper: “Unifying Security and IT Operations” Email touch 3/4 On-demand web event: “Top 10 Tips for Effective 'Security + Operations' Collaboration” Plus Confirmation Qualification Email touch 1 - On-demand web event: “Finding Agility in the Age of Applications” Load partner list Campaign Syndication Program Flow Send personal email and/or follow- up with phone call (email template and call guide available) Email touch 5 - Download white paper: “Four Steps to Automate Compliance and Minimize Your Risks” Email touch 6 - Download customer study: “Customers Validate Value of HP BSM” Email touch 7 - Offer to schedule BSM demonstration On-line ad or purchase list Note: Additional fees may apply for Google Ads or list purchases Each touch can also be promoted through

16. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16 Email (1-2) eMail Touch 1 Subject Line : Rethink security with Forrester Research Primary Offer: Web event “Rethink Security” with Forrester Research” Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 2 Subject Line : Why big data security thrives on collaboration Primary Offer: Read the HP white paper Unifying Security and IT Operations. Secondary Offer: Partner Discover Performance Newsletter.

17. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17 eMail Touch 3 Subject Line : Cyber-security incidents up 650%—are you ready? Primary Offer: HP Web event, "Top 10 Tips for Effective 'Security + Operations' Collaboration.“ Secondary Offer: Partner Discover Performance Newsletter. Email (3-4) eMail Touch 4 Confirmation Subject Line : Thank you for your HP Web event registration Primary Offer: You are now registered for the HP Web event, "Top 10 Tips for Effective 'Security + Operations' Collaboration.“ Secondary Offer: Partner Discover Performance Newsletter.

18. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18 Email (5-6) eMail Touch 5 Subject Line : Avoid the high cost of non-compliance Primary Offer: White paper Four Steps to Automate Compliance and Minimize Your Risks Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 6 Subject Line : Reduce network outages up to 50% with HP BSM Primary Offer: Research study Customers Validate Value of HP BSM Secondary Offer: Partner Discover Performance Newsletter.

19. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19 Email (7) eMail Touch 7 Subject Line : HP Business Service Management Demonstration Primary Offer: Offer to schedule BSM demonstration. Secondary Offer: Partner Discover Performance Newsletter. eMail Sales 1:1 Subject Line : Data center security thrives on collaboration Offer: Read the HP white paper Unifying Security and IT Operations.

20. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20 Landing Page Experience (1/4) Touch 2 Landing and Thank You Page eMail, etc.

21. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21 Landing Page Experience (2/4) Touch 3 Landing and Thank You Page eMail, etc.

22. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 22 Landing Page Experience (3/4) Touch 4 Landing and Thank You Page eMail, etc.

23. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23 Landing Page Experience (4/4) Touch 5 Landing and Thank You Page eMail, etc.

24. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 24 Landing Page Experience (Discover Performance) Discover Performance newsletter Landing page eMail, etc.

25. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25 Operations Follow up kit Call scriptEmail scriptVoicemail script Call guide ops_followup_kit.zip This kit contains a sales call guide, call script, email script, voicemail script, sales plays (cross-sell/up sell) and battle cards to support telemarketing/telesales follow-up programs.

26. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 26 Campaign Syndication Execution This campaign is available as a Full Service program or Self-service program. For Full Service please contact Zift Solutions Concierge Service. (see slide 4) For self service please following the following steps: 1.Login into HP Campaign Syndication at www.zift123.com www.zift123.com 2.Select Activate Campaign from the Dashboard 3.Select Global Campaign – Operations (SecOps) 4.Select the Executive Email program or Practitioner Email program or both 5.Select your Recipient (contact) list 6.Activate the program

27. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Thank you