From: Shannon McCarty-Caplan (MKT-US-SMB)
Sent: Wednesday, August 25, 2010 5:24:55 AM
Subject: NEWSBANK: Symantec Launches Marketing Solutions for SMB Partners
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Blog entry by the “VAR Guy”. Symantec has globally centralized marketing for channel partners – all managed in Cupertino. We have a unique advantage as each Trend region has a custom partner marketing strategy, program and portal, based on the needs of the local channel community. But I like the promotion of the Symantec channel marketing solutions:
Aug. 24th, 2010 by Dave Courbanou
Symantec’s looking to make it easier for SMB partners to get the word out about their services with the new Campaign Creator and Partner Support Center. Tricia Atchison, Symantec’s senior director of channel marketing for the Americas, shares some details and the implications for channel partners.
According to Symantec, the announcement focuses on two major features:
1. Symantec Campaign Creator
Simply put: This involves co-branding utilities and marketing tools. The Creator lets Symantec’s SMB partners customize their marketing campaigns. Of course, this also is geared towards generating new leads. Atchison says a new e-mail marketing feature will help partners increase their efficiency, save time, and hit the most appropriate audiences in a marketing campaign.
2. Partner Support Center For Marketing
Symantec is also launching the Partner Support Center for Marketing, which is designed as the back-end support for the aforementioned tools and campaign creator. It’s also more than a one-way support street, however. Atchison says Symantec will often make proactive outbound calls to partners to inform them of potential channel incentives, deals, updates, and more.
I asked Atchison about Symantec’s impetus for the program. Her thoughts:
“The fact that system is easy to use and doesn’t take up a lot of their time [is important]. [Partners] are working with limited time and budgets [and have to] place bets on where best to put their effort. [We believe] investing in marketing will help them generate demand and revenue. [Partners] can use [this tool] to distinguish themselves pretty quickly, with a big payoff with [relatively little time invested]. It’s intuitive and easy to use [and it's] nice to know there’s support [when you need it].”
Lastly, I slipped in a question in regards to Intel’s acquisition of McAfee:
“The move by Intel reflects…security as a key IT component. Symantec plans to stay focused and reinforce how important security is in the marketplace.”
Symantec will share more partner program details during Symantec Partner Engage (Nov. 2-4, Las Vegas). Also, The VAR Guy’s blog team is checking in with Symantec to learn more about the company’s Symantec Hosted Services strategy for channel partners. Details soon.