HP Software EMEA Partner Blog

How can you measure marketing success?

You’d think this would be an easy question to answer and in ‘theory’ it is … However, does one really know the value marketing brings to the business when there are so many influencing factors? For instance, how do you value perception either of your partners or customers? I think this is difficult. Yes, there are some basic marketing measurements you can apply and conduct regular surveys but in today’s market with the new science of social media, is measurement somewhat out of our hands, and even control? Ok, let’s bring this discussion down a level. Leads, leads and more leads resulting in marketing influenced pipeline (MIP) and marketing influenced revenue (MIR) – that’s my core measurement. Placements, responses, downloads, event attendance, feedback, etc, etc all demonstrate the value that marketing brings however with mainly flat or decreasing marketing budgets, and on the flip side the power of new media where you can do more for less, I really question how we can truly measure marketing’s success. 

Also, in my experience of channel marketing across EMEA, it’s very difficult to get a true picture of what campaigns are implemented, by whom and when. An example, marketing delivers a campaign kit for Applications Quality; HP Inside Sales conducts a call-out, several country marketing teams host events, there’s a white paper download – all very measureable. In parallel the Partner Account Managers work with our partner community and my team communicate to partners monthly to promote the resources available to them, so without putting barriers in place to make the content more restricted, in months to come, how do you accurately keep a track of the marketing messages that are getting out there?  Of course, if any of the collection of Value Path campaign kits are leveraged, this is good, right?  However, the question is on measuring marketing’s success and I would love to know if anyone has really got the formula? 


I hope to see many partners at the local Business Perspectives event this May and  June, I would welcome taking this debate with you!


Chiara


 

Which marketing resources are available from HP to partners?

HP Software leads the Business Technology Optimization market. At HP we think you, our valued partners, are a key success factor to keep this leadership position.

 

That’s why we do our best to provide you with marketing tools to help position and sell our industry leading solutions to your customers.

 

We know that generating brand awareness, building a healthy pipeline and turning leads to opportunities are some of the reasons you utilize marketing tools and resources. We also know that building and executing successful marketing campaigns that provide measurable results can be challenging! Reason why we are making significant investment to provide valuable assets to help you deliver winning go-to-market initiatives.

 

The comprehensive range of marketing, sales and technical resources available to HP Software and Solution partners helps you to get ahead and stay ahead of business opportunities.  The marketing content and support tools are a major component of a highly successful partner program designed to help you effectively position and sell HP’s software portfolio and services to the market.   

 

You will certainly benefit from leveraging a brand recognized as a world leader, which provides a differentiator in a competitive marketplace. 

 

To highlight just a selection of the resources available from HP to partners:

 

·         Campaign Syndication Tool: a syndicate marketing tool that provides complete, turnkey marketing campaigns that will help you generate more leads and close more deals.

 

·         Demand Generation Kits: comprehensive sales and marketing kits, plus ready to customize events-in-a-box kits and other demand generation tools.

 

·         Sales Plays: help you to directly address key customer problem areas with solutions that hit the mark. A partner play is everything you might expect from a sophisticated sales kit: over the past year we have launched 10 new plays covering our Business Technology Optimization and Information Management portfolio!

 

·         Product and Pricing Promotions: bundled offerings and pricing discounts to ensure that our partners offer the most competitive solutions.

 

·         Presentations, white papers, training, demos, product and pricing information, training, support … all in one, easy to access portal available exclusively for HP Software and Solution partners.

 

Questions? You can contact me directly at erik.moller@hp.com .

 

 

 

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  • Marketing professional with 4 years of experience in managing different kinds of communication. Passionate about copywriting and translations.
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  • Manuel Rubio is the EMEA lead for HP Autonomy's Sales Business Solution and is a member of the EMEA Autonomy Management team. In this role, he is responsible for unlocking the value of Autonomy for HP account teams and clients, driving Autonomy growth across HP Software by leveraging the reach, expertise and client relationships of HP Software.
  • Mary is a member of HP’s ITSM product marketing team and is responsible for HP Service Anywhere. She has 20+ years of product marketing, product management, and channel/alliances experience. Mary joined HP in 2010 from an early-stage SaaS company providing hosted messaging and mobility services. She also has product management experience in the ITSM industry. Mary has a BS in Computer Science and a MBA in Marketing. Follow: @MaryR_Colorado
  • WW Sr Product Marketing Manager for HP ITPS VP of Apps & HP Load Runner
  • Marketing professional with 12 years of experience, specialized in channel marketing and social media
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