All About Best Practices for : - Online Campaign strategies and execution - Leads generation and - Test and Execute and much more !

1. EMEA C2R/TACO
Campaigns Update
& Best Practices
Philip Zerbib
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2. Lifecycle Marketing Goals for FYQ4
1. Generate 390,000 “top of funnel” registration inquiries (2x FYQ3)
> 250,000 from whitepaper, web seminar registrations
> 140,000 from optional product registrations
2. Generate 12,500 pre-BANT leads (10x FYQ3)
3. Implement lead-scoring, multi-touch lead nurturing systems
4. Create TeleSales Intranet site for integrated customer/prospect info
5. Use SMILE personalization engine to improve email performance
6. Run 12 lead gen bootcamps and best practices workshops
7. Run 18 major campaigns, 15 web seminars, 20 new TACOs
8. Get 4 more products using optional registration
9. Launch installed base marketing program
10. Connect scoring, teleweb processes w/Global Lead Mngt System
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3. Toward 1M TACOs....
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4. TACO Obtained: Volume & Growth by Region
W e e k
1 3 ,
2 0 0 9
4

5. TACO Obtained by Region
TACO Obtained Q4 to date
(TOT: 286.263)
15050
5%
24735
8% 57187
19%
21395
8% INDIA
W e e k
1 3 ,
2 0 0 9
CHINA
APAC
LATAM
29043 SEE
10% EUROPE
NORTH AMERICA
26964
10% 111889
40%
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6. PRE-BANT Leads by Region
6

7. Progress in FYQ4 – Leads To Date
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8. PRE-BANT Leads by Region
PRE-BANT LEADS Q4 to date
(TOT: 12.173)
697
364 5%
3%
1235 2563
11% 21%
INDIA
CHINA
690
APAC
5% LATAM
SEE
EUROPE
1202
NORTH AMERICA
10%
5422
45%
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9. LifeCycleMarketing Field: Definition and Mission
• LifeCycleMarketing Field is a shared service organization that, in
cooperation with other LCM teams, has the mission to instrument Field
Marketing and all Product business units with a demand generation engine
that leverages E/R effective online direct response (multi touch, multi media
and multi channel) tactics to reach customers and prospects with data driven
content and creative and with content optimized web presence to:
> generate interested responses
> and to further progress responses (via multi-touch offline/online/tele
follow up tactics) into qualified leads...
• ... supporting Sun's marketing pipeline objectives 52 weeks in the quarter, in
all geos and countries, and for all channels
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10. Q4 – Campaigns results
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11. OpenStorage
Europe, SEE, Latam
• Focus on 3 benefits
> open, innovation, savings
• Goal: Awareness, TACOS, Leads
• Offer: WPs & Blueprints, demo SW
• New: Video – Top 5 Cool
Features Sun Storage 7000
• 3 emails & microsite
> localized 13 languages; 18
countries
• Results (May 9):
> 8 of 60 emails sent
> Videos: 2125
> TACO: 400
> TACO conversion from gen optin: 23%
> Leads: See LW5 report & CNE example 11

12. OpenStorage Leads
Example: CNE Inside Sales results (April 09)
• OpenStorage Pre BANT sent to Telecoverage rep
• 244 leads Pre BANT loaded in Salesforce Europe
• 126 pending Sales rep assignment
• 118 assigned so far
> 17 Open
> 52 Disqualified (no project)
> 14 Unable to contact
> 23 Opportunities already identified
> 12 New opportunities
12

13. Midmarket: Virtualization
Europe & SEE
• Offer: Virtualization for Dummies eBook
• Google Adwords & sun.com country websites; email (launch
May 20)
• Localised landingpages
> UK, BE, DE, FR, IT, PT, ES and PL
• 66% of TACO obtained from search ads
• 9% conversion rate on search advertising
• TACO: 2268 (as of May11)
• LEADS: Telehub stats (April 17)
> Contacts received: 1,846
> Contacts valid: 1,012
> Leads created: 141 = 14 % 13

14. Solaris vs. Linux TCO White Paper
april
• Localized campaign for Germany,
France, Italy (emails + DCT)
• Audience: Solaris survey, dw, reg
• Audience Size ~ 45,000
• Responders: 4,789
• Response Rate ~ 10%
• TACO Obtained: 2,165
• Conversion Rate: 45,2%
• Stakeholders :
> Philip, Julia, Peter, GWP, GEMs,
Responsys
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15. Guide to Cloud Computing
May
• Localized campaign: GY, FR,
IT, ES, RU, TR, IL, ENG
(emails + DCT)
• Audience: All gen optin (minus
US campaigns openers)
• Audience Size ~ 378K
• Responders: 25K
• Response Rate : 5.91%
• TACO Obtained: : +18,000
• Conversion Rate: 55%
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16. Oracle on Solaris Containers
june
• Localized campaign :
> Germany, France, Italy,
Spain, Turkey, CIS (emails +
DCT)
• Audience: GenOptin
• Audience Size ~ 170K (TBC)
• Responders: 1,300
• Response Rate ~ 1.2%
• TACO Obtained: +1,800
• Conversion Rate: 115%
> Secondary offers generate 15% more
contacts
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17. Best Practices...
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18. EUROPE + SEE MySQL Campaign
• MYLG48 EMEA MySQL - Profiling/Nurturing – TACO
• GOALS
> Generate TACOs
> Generate Profiles – from MySQL DB
> Generate new OPTIN - from MySQL DB
> Generate Leads for Teleteam (Europe, SEE)
> Test & Innovate
– Offers :
– Sun Blueprint
– Video
– Music
– Sun 'Best Of” TACOs page
June 8, 2009 Philip Zerbib 18

19. Audience
• Number of Cells: 16
• DB (Total 887K)
1/ GO – openers of previous MySQL campaigns / nurturing
Avg CTR
2.2%
1.5% 2/ MySQL DB (non GenOpt) / profiling
3/ C2R audience – (TACO reg) / nurturing
• Countries/languages (Europe + SEE)
> DE, FR, IT, ES, RU, TR + ENG for others
GO MySQL C2R
ENG 61,666 431,389 380 493,435
LOCAL 42,212 351,428 291 393,931
Total 103,878 782,817 671 887,366
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20. TACOs, Profiles, New Optins
• +13K TACOs (Main + Sun 'Best Of')
$0.77/contact
• 67.7% conversion
• 10K Profiles updated
> fname, lname, company, industry, job role, phone
• New Optins# from MySQL DB to GO : 1,706
• Follow up :
> DCT -> GEMR->RNMKR-> PRE-BANT-> TELE --->
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21. DCT Contacts – as of June 8nd
SEE
NT to
re-BA ted already
3,000 p istribu
leadsd
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22. Campaigns Results : MySQL + GO
as of June 5nd
TEST/ENG
ENG
LOC
+14,500 clickers MySQL
NOW as of June 9 : +20K clickers
+5,300 clickers GO
CTR : 2.55% 22

23. C2R Audience : Nurturing
Smaller but even Better !!
HOT CONTACTS !
CTR : 11.5% as of June 23rd
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24. HOW ?
TESTING Crea, Subject lines
(eng)
Subject Line 1 CTR : 1.72% MySQL
> Get Free Resources and Music from Sun
Subject Line 2 CTR : 1.05% MySQL
> Receive the best MySQL resources from Sun and
more....
Free and Music work better
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25. Links Performance
Links Name # Type Text or Im Pos 6
yellow_sun_resource 1 275 1 R Txt T
Tune in 1 170 2 R Img T
yellow_music_links 1 161 3 M Txt T 8
green_free_music_text 1 120 4 M Txt B
en mysql unsub 844 5
html_top_link 686 6 R Txt T
get_the_music_image 677 7 M Img B
html_mysql_sun_logo 422 8 R Img T
green_sun_systems_text 416 9 R Txt B 1
green_mysql_text 408 10 R Txt B 3
watchvideo_image 405 11 R Img B 2 19
music_player_image 306 12 M Img B
html_get_right_info 288 13 R Txt T
Video Image 264 14 R Img T ~40%
white_tune_in_text 125 15 R Txt B
en sub cent 113 16
EN GO UNSUB 79 18
read_blueprint_image 71 19 R Img T
9830 14
Links Type
Music : 32%
11
Sun Ressources : 55.6%
10
9
IMG : 33.7%
TXT : 55.7% 4
7
Top : 54.2%
5
Bottom : 35% 25

26. Landing Pages / DCT
REQUESTED OBTAINED
26

27. uk.sun.com/bestof Most Popular Sun Resources
uk.sun.com/bestof
+13% TACOs
THANK YOU PAGE
Download Music 27

28. Sun “Best Of” effect !
MAIN TACO (DCT)
84.3%
SECONDARY TACOs (MS)
+15.7%
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29. TACO lead follow-up strategy
BANT For other C2R products
Lead/Dialog T&B and SSE today than GlassFish and xVM
ratio
12 TACO here today
Convert
20% GEM LQG,
Tele Rep
Qualify Most of TACO here
"Named Outbound call
Account" Rainmaker, Regional Hub
TACO
5% Nurture, Profile
"Cannot Webinar, eMail campaigns
contact"
TACO
Leads
100 100s - 1000s 10k - 100k Quantity
75% today
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30. 6 Top priorities for efficient C2R flow
• Generate more "TACO obtained"
• Improve contactable data quality
• Identify and improve TACO "lead/dialog" ratio
• Effective lead allocation (tele reps, tele marketing,
nurturing)
• Scale "Tele" and "eMail" follow up capacity
• Enable end to end lead and campaign tracking
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31. 31

32. TACO to Tele
Clean Up & Prioritize
COLLECT TACO obtained
CLEAN UP
& Pre-BANT Records in Calling Groups Dedup, delete bad phone #'s &
PRIORITIZE Sun employees, group & load.
ASSIGN
&
DISTRIBUTE
CALL
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33. TACO to Tele
Assign, Distribute & Call
COLLECT TACO obtained
CLEAN UP
& Pre-BANT Records in Calling Groups
PRIORITIZE
ASSIGN
& Published to Tele-teams Pilot
DISTRIBUTE
By
CALL By GSSM Telemktg Lifecycle
(Sun & 3rd Party) Mktg
& GSS Global Inside Sales 1) Assess Value
2) Test Techniques
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34. Taxonomy
●
TACO is a Marketing offer.
●TACO Obtained: a registration for a Marketing offer, that include white papers, video, simulator, Webinar etc.
A Try and Buy registration is a TACO obtained. A Startup Essential Memberships application is a TACO
obtained. Virtually, it could be anything, including event registrations.
●
Pre BANT lead: an unqualified lead, with contact data and identified interest to a range of Marketing offers.
The range of Marketing offers is defined in "calling groups", they give a good reason to call to Tele rep. pre
BANT data are outcome of data enrichment in GEMr, that means missing data are appended to the contact
data. When a contact register for multiple offers belonging to same range of offers (in a unique calling group),
only one Pre BANT lead will be created and activities are appended, TACO obtained are matched and
deduped. Pre BANT are not subset of TACO obtained, we can create Pre BANT from activities that are not
TACO related (like product registrations). Contacts are filtered out, like Sun Microsystems, students, improper
company name or phone numbers are not processed.
●
Pre BANT published: Pre BANT leads that are routed to Tele organization, leads have not been called. They
belong to a calling group that has a value for tele and there is a Tele organization accepting to put these leads
in outbound calling activities. At this point Pre BANT leads are not assigned, as the leads assignment is often
done by Tele organizations itself. Except for Tele organization with which a system integration is done, we
cannot track lead assignment. So we only report published leads. The recipients are either Tele marketing
vendors from GSSM, Telemarketing organization form BU (HPC, Glassfish, mysql), Telecoverage teams,
Global Inside Sales teams. Lead can be published in real time (MySQL, Glassfish, TAS) or daily (GIS) or
weekly (external non integrated vendor).
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