1. 1© Copyright 2014 EMC Corporation. All rights reserved. KPI Framework: Aligning Content and Programs Dan Kessler Evan Morrison Laurie Lober Global Campaigns – Training Program Series

2. 2© Copyright 2014 EMC Corporation. All rights reserved. NEXT MARKETING GOALS & METRICS Is Field Marketing successfully creating visibility for EMC and our solutions? Is Field Marketing successfully engaging and influencing our influencers, customers and prospects? Is Field Marketing effectively generating demand for our solutions? EMC.com ECN WHAT WE MEASURED TODAY EMC.com# of unique visitors Social# of fans/followers Paid Media# impressions/ # clicks EMC.com # of unique visitors engaged in eStore, LiveChat Social # of positive social engagements Paid Media% Bounce Rate Aprimo Responses Leads SalesForce Opportunities Conversion Rates Pipeline Goals Metrics

3. 3© Copyright 2014 EMC Corporation. All rights reserved. How Content Can Help Achieve Your KPIs

4. 4© Copyright 2014 EMC Corporation. All rights reserved. How Content Can You Help Achieve Your KPIs? VISIBILITY CONTENT: PROMOTES TO EMC.COM | ECN | EMC SOCIAL MEDIA PRESENCES ENGAGEMENT CONTENT: PROMOTES WITH INBOUND DRIVERS PHONE | EMAIL | CLICK-TO-CHAT | EMC STORE CONVERSION CONTENT: PROMOTES CONTACT CAPTURE

5. 5© Copyright 2014 EMC Corporation. All rights reserved. Purpose-Built Content Selecting the Appropriate KPI

6. 6© Copyright 2014 EMC Corporation. All rights reserved. NAME THAT KPI

7. 7© Copyright 2014 EMC Corporation. All rights reserved. Question 1 The Continuous Availability calculator is equipped with a CTA for the EMC Store as well as an inbound bar…Name that KPI:Continuous Availability calculator – Visibility – Engagement – Conversion – There is no KPI

8. 8© Copyright 2014 EMC Corporation. All rights reserved. Question 2 The Lead with VSPEX video encourages customers & prospects to contact EMC or their local EMC Business Partner…Name that KPI:Lead with VSPEX video – Engagement – Conversion – Visibility – There is no KPI

9. 9© Copyright 2014 EMC Corporation. All rights reserved. Question 3 The Trust Curve Benchmarking Tool is equipped with a form that captures an end- user’s email address…Name that KPI:Trust Curve Benchmarking Tool – Visibility – Conversion – There is no KPI – Engagement

10. 10© Copyright 2014 EMC Corporation. All rights reserved. Question 4 This ESG Whitepaper discusses EMC’s Flash First Strategy. In order to learn more, end- users must visit EMC.com…Name that KPI:ESG Whitepaper – There is no KPI – Conversion – Engagement – Visibility

11. 11© Copyright 2014 EMC Corporation. All rights reserved. Question 5 This Digital Activation Guide includes copy for social engagements and entice end-users to visit EMC.com or ECN. Name that KPI: – Conversion – Visibility – Engagement – There is no KPI

12. 12© Copyright 2014 EMC Corporation. All rights reserved. KPI Key Takeaways All campaign assets adhere to these KPI guidelines in order to help you achieve your goals for: – Visibility – Engagement – Conversion Remember to consult the Campaign Planning Guides to view KPI categorization for each asset You can also sort by KPI type within CampaignView to see what is available per program

13. 13© Copyright 2014 EMC Corporation. All rights reserved. Ready for More! This is just one of the training modules – why not try another one in the series? Remember you control the speed and scale of your learning Pixel Pete is here to support you! Questions or suggestions – contact Pete at pixel.pete@emc.compixel.pete@emc.com