Longhorn, Exchange 2007, Vista, SQL Server 2007: How can you take advantage of Microsoft upgrade cycle Bill Crowley, VP/Group Publisher TechTarget Windows Media September 2007 VALID 1191505421_336 1192425836_376 synd NonUnique 3Longhorn, Exchange 2007, Vista, SQL Server 2007: How Can You Take Advantage of Microsoft Upgrade Cycle To access this document, please complete all fields below and click 'Read Document'. By completing this form, you agree to the collection, use, disclosure and transfer of the profile information collected herein by TechTarget and the owner of the document. Based on the information provided, you may receive updates from the TechTarget network of IT-specific websites (and/or the document owner) to inform you of the latest White Paper, product, and content launches as they relate to your informational needs. Once registration is complete, you will have access to all similar documents without having to fill out additional forms. First Name: Last Name: Email Address: Business Phone: Job Title: Company: Industry: --Select one --Country: UNITED STATES Zip/Postal Code: I fit the following profile in my company: --Select one --I primarily market/advertise to the following technology market: --Select one --May we contact you? --Select one --Abstract: Windows is now the #1 server based on revenue generated and units shipped, and Microsoft applications are earning significant share gains in their respective markets. Coupled with a major upgrade cycle around servers, desktops, Exchange and SQL Server, this market has many characteristics that vendors have been anticipating their entire careers. However, this change is attracting the attention of major vendors, Microsoft is selectively competing in certain segments, and the market’s evolution is not well understood. In this session, Bill Crowley, VP, Group Publisher of Windows Media and Data Center Media, TechTarget, describes the major segments of the market (what they are, and what they are NOT) and tactics you can use as an online marketer to carve out a position that your company can ride to success, as these key technologies are adopted and shared, in their respective segments. Read Document Cancel Information entered on this page and other data about your use of the attached document will be stored in a file on your computer and transmitted to TechTarget over the Internet. TechTarget may provide this information to the owners of the document and either party may use this data to contact you and/or track your use of the document. In consideration of access to the attached document, you agree to such storage and uses as more fully described in the TechTarget sends monthly technology marketing resources such as expert Webcasts, market research and case studies of effective integrated campaigns. TechTarget Privacy Policy.Windows opportunity overview • Not just desktops anymore; infrastructure, applications offer huge infrastructure opportunity • Multiple, significant, underserved segments • Critical nature of mission, virtualization and upgrade cycle will shift market dynamics • Focus still required to make a dent To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Windows Buying Teams To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.In data centers, Windows is the fastest growing server platform 764 754 456 12 25 10 31 26 13 Mainframes Solaris HP-UX Linux Windows Up >10% Up 5-10% Up<5% #1 in server units and revenue % of data centers increasing their investment in server OS platform Source: SearchSQLServer.com Purchasing Intentions Survey 2007 To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Progress in application market fueled by devotees -SQL Server 31 56 64 0 10 20 30 40 50 60 70 2005 2006 2007 Source: SearchSQLServer.com Purchasing Intentions Survey 2007 How is your company changing its use of SQL Server? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Microsoft driving Messaging market • Exchange Server now holds 51% market share • Exchange 2007 expands into Unified Communications with partnerships and functionality • SharePoint making progress To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Growth will drive server and associated services market 41% 24% 32% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% SQL Server Exchange Increase No change Source: SearchSQLServer.com Purchasing Intentions Survey 2007 % increasing server budget to run these applications? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.And storage – SQL Server 56 60 38 0 10 20 30 40 50 60 70 80 90 100 2006 2007 2007 >1000 emps Storage area network Source: SearchSQLServer.com Purchasing Intentions Survey 2007 What percent of SQL Server installations are using SANs? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.As well as 3rd party tool businesses 28 44 24 32 27 22 29 24 31 19 0 10 20 30 40 50 60 70 80 Email Sec Archiving Backup DB Mgmt Bus Intel/DW Increasing No change Source: Exchange Purchasing Intentions Survey 2007 Exchange SQL Server What are your 2007 plans for purchasing the following software types? (Exchange) To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Infrastructure must be managed, secured by more sophisticated means 28% 22% 24% 17% 19% 52% 39% 42% 51% 52% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Systems Mgmt Encryption Auditing Vulnerability scanning Intrusion Detection Increasing spending Spending the same Source: SQL Server Purchasing Intentions Survey 2007 Characterize the change in spending in these desktop categories To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.But, in many areas the infrastructure is still in basic phase 36 28 16 12 5 05 10 15 20 25 30 35 40 On-board server storage NAS Fibre Channel SAN DAS iSCSI SAN Source: WinSystems Purchasing Intentions Survey 2006 What is the main form of storage your company will be deploying for Windows servers in 2006? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Significant disturbances on the horizon will impact this growing market • Taking Windows to mission-critical level • Virtualization • Microsoft upgrade cycle To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.In central data centers… Central DC 82% Outsourced DC 3% Satellite DC 8% Hosting facility 4% Other 3% Source: SearchDataCenter Purchasing Intentions Survey 2007 What best describes your work setting? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Windows is now part of “mission-critical” picture 87 40 26 21 19 16 9 7 0 10 20 30 40 50 60 70 80 90 Windows Linux Solaris HP-UX AIX Mainframe 400 Other Source: Data Center Purchasing Intentions Survey 2007 Which OS do you use for mission-critical applications? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.So how will IT groups make the Windows infrastructure more mission-critical • How do you put HA, clustering and disaster recovery infrastructures around it? • What is the migration plan of new applications to Windows servers (typically away from Linux)? • Should management tools be Windowscenttric To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Virtualization is shaking up this space (Source: Windows Purchasing Intentions Survey 2006) Preferred vendor is NOT Microsoft 1 17% '2-5' 40% '11-20' 10% >20 16% '6-10' 17% How many physical servers are you deploying virtualization on? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.What questions will virtualization raise for the market • Will Windows lose ground as VMware plays a greater part of the platform? • Which applications will be virtualized? • Desktop changes (VDI, app virtualization, Citrix) • Are same systems management, backup, security tools going to be important? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Microsoft upgrade cycle will define the next 2-3 years • SQL Server 2005 – at the midpoint towards enterprise infrastructure • Exchange 2007 – just at the beginning, bringing VoIP, unified messaging into play • Vista – slow going, but single share points mean big business • Longhorn – how will it change security, virtualization, systems mgmt, Unix competition • Sharepoint? LCS? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.In the end, the market still leaves, huge room for growth • 61% of Exchange respondents report “Other” as email archiving platform • 20 vendors show up as part of the SQL Server backup market share picture • 10 different systems management issues are cited as equal priorities • Shape of Windows storage is still TBD • Big changes in server form factors planned To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.In desktop markets -open field running in many, huge prize for the winners Characterize your current desktop infrastructure solution set 32% 46% 22% 5% 6% 6% 5% 9% 11% 2% 35% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Asset Mgmt Endpoint Sec Audit Anti-spyware No solution/freeware Microsoft Don't know To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Email archiving market provides another example 17 5 3 3 3 2 2 1 1 1 1 1 0 61 0 10 20 30 40 50 60 70 Symantec/Veritas/KVS EMC/Legato Commvault Mimosa CA/ilumin Zantaz GFI Fortiva MessageLabs Quest IBM MessageOne AdvisorMail other/NA Source: Exchange Purchasing Intentions Survey 2007 Who is your main vendor for email archiving/compliance? (Exchange) To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.These are different markets, with different dynamics • Splitting Windows into 5 sites ->grown PVs to 1.6m per month and 560K members • 50K Desktop Mgmt PVs; 20K Email Archiving PVs • 96K new members in 2007 • Multiple segments to go after • By application (server mgmt, Exchange, SQL Server, Security) • Company size • Advanced and basic ends of market To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Marketers’ Take-Aways • Pick a Niche Market -Don’t be afraid of diving deep for your market (e.g. SQL Server > Backup) • Pick significant initiative and push hard • Commitment, repetition can establish even small company as a leader • For example -Windows server protection, desktop asset management • Get Big in your Niche • Email Archiving vendor – 14K leads over 12 months • SQL Server Consolidation vendor – >10,000 leads over 12 months; 42% >1000 employees • Mobile eMail vendor >2 million content-aligned page views • Windows Disaster Recovery vendor – 10K leads over 12 months To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Marketers’ Take-Aways • Keep in mind the macro challenges/issues of Windows • Becoming mission-critical platform (new servers, applications and challenges) • Consolidation/Virtualization • Microsoft upgrade cycle • Other Tips • Beware of the “ROI”marketing message • Reference the Windows context/infrastructure • Detail works! To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Windows Case Study: PolyServe Jeff Day, Director Marketing Programs, PolyServe Presently the Sr. Marketing Manager at HP Byrony Seifert, Senior Client Consulting Manager, TechTarget To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Overall Challenges • Making the brand PolyServe known in a large marketplace • Competing against vendors who have an established brand and solution set • Presenting PolyServe’s unique selling proposition to the right audience • Getting qualified leads to their sales team in order to generate ROI To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Campaign Overview • Objectives of Campaign • Build Market Awareness & generate Leads • Unique Value Proposition • New file serving technology from a small company • ROI Challenge: • Building awareness in a large market • Establishing a niche To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Meeting the Challenge • Integrated, consistent marketing programs • Started advertising in September 2003 • Over three years they ran close to 20 large scale programs • Included podcasts, webcasts, custom eBooks, white papers, IT Briefings, eGuides, and demos • FOCUSED: • File Serving for Storage on SearchStorage • SQL Server – SearchSQLServer To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Marketing Goals • PolyServe • Small, highly aggressive, private • Enterprise software • Need to Drive Revenue • Complex sales cycle • Low risk environment • Disruptive Technology • SQL Server Consolidation • Clustered Storage Software To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.ROI/Marketing Challenge • Marketing Goals • Drive sales • Build product awareness • While optimizing ROI on Opportunity Creation • Challenging Market to Penetrate • Enterprise = Low Risk • New Technology = High Risk • Grow on a post-dot-bomb budget • Rigid discipline in optimizing ROI • Small budget To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Our Strategy • Drive a Focused, Compelling Message • Position with the Big Boys, not the sea of little fish. • Leverage each asset • Ride the Virtualization wave • Consistent Message. Fresh Messaging To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.The TechTarget Solution • Segmented properties are excellent for a focused message • Really hone in on target audience • Strong Operations provide good ROI • Lead Generation performance • Conversion performance • Online advertising awareness performance • Constantly Innovating • Great mix of whitepapers, emails, webcasts, podcasts, etc. • Which keeps the audience coming back To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Program In Detail: SQL Server Programs (2006 and 2007) • Vendor Content • 10 white papers • Created 8 webcasts and podcasts • Expert Content • Custom eBooks • Podcast Series • eGuide • Integration • Resource Center • Utilized seven sites (see right) • Branding To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Elements of Integrated Marketing • Consistent Drumbeat • 1-2 webcasts per month • Steady stream of downloadable assets • Consistent message – Consolidation • Leverage content & creative across assets • Tune developed content to match viewers preferred assets • Create Splash. Viewers remember after 3 touches. • Vary Delivery • Mix of podcasts, ebooks, guides • Run across properties • Change delivery message • Good mix of sources • Vendor, Expert & Editorial To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Program Success • Highest Sales Conversion Rate • Consistently 18%-24% above other vendors • Focused target audience • Consistent on delivering leads • In a timely manner • Best back-end operations • CRM integration • Fast, flexible, with a smile To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Driving Process Improvement Element#1: TQM Marketing • Comprehensive Program Analytics • Quantify success metrics • Analyze and compare • Use to Test and Improve • Closed Loop Marketing • Regularly review, adjust & improve • Hold vendors to higher standards Measure Improve Execute To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Driving Process Improvement Element #2: Targeting & Nurturing Awareness Loyalty Negotiation Intent Preference Consideration SALES • Target Programs & Assets appropriately • Quantify success metrics • Develop a systematic Nurturing Program • Lead capture is just the beginning • Keep them moving down the path • You’ve captured the lead. Grow that asset. To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Lead Nurturing Case Study: SC Johnson Database Manager • 5000-9999 Employees • Considering a server consolidation project • Making a purchase decision in the next 9 months (starting in May 2006) • 100-250 SQL Servers To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.The SQL Server Utility: A Highly Available, Flexible, Simple Approach to SQL Server Consolidation 12/13/06 WHITE PAPER Consolidating SQL Server for Simple Deployments and High Availability 5/31/06 WHITE PAPER Better Management Techniques for SQL Server Environments 6/9/06 WHITE PAPERConsolidating SQL Server for Availability, Scalability and Cost Saving – Chapter 1: The case For SQL 6/26/06 EBOOK SQL Server Sprawl: SQL Server Consolidation for For more efficient Management; A deep dive 6/27/06 PODCAST Consolidate SQL Server for Availability, Scalability and Cost Saving – Chapter 2: Planning Your SQL 6/29/07 EBOOK The SQL Server Utility: A Highly Available, Flexible Simple Approach To SQL Server Consolidation 8/15/06 WHITE PAPER Vendor Content Expert Content BUY! Lead Nurturing Case Study SC Johnson, Database Manager Consistent assets available for every stage of the education and decision making process To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.ROI Results • Objective Achieved -Compelling Lead generation • Delivered over 20,000 in target North American leads over a three year period • With a >4x direct ROI on Sales To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.ROI Results • Objective Achieved -Effective threemoont online ad program • Aided Brand Awareness up 155% • Purchase Consideration up 55% • Message association up 144% To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.ROI Results • Objective Achieved -Successful Storage Magazine Ad Placement • Went from 0 to #8 in unaided awareness • Beating out Dell, Sun, StorageTek, Brocade To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Best Practices • Vendors (regardless of size) can effectively impacts brand awareness and lead generation by penetrating a niche market • Continuous Presence • Steady Drumbeat. Refresh the messaging. • Content Integration • Combine assets to improve performance • Messaging • Succinct and Compelling. Leverage creative assets. • Customize • Always try new products and take a chance • Optimize ROI • Focus and Target Your Community • Track success, improve and do it again To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.TechTarget Team Jon Brown Director of Product Management Ron Shaw Webcast Production Manager Byrony Seifert Sr. Client Consulting Manager Renee Cormier Program Performance Associate Bill Crowley VP Group Publisher To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.