Video: Quarterly Marketing Marketing | Duration: 3864s | Summary: Quarterly Marketing Marketing

Transcript for "Quarterly Marketing Marketing": Good morning. Good afternoon, everyone. And welcome to the, December edition of our Sophos Marketing Circle. My name is Anna Becker. I'm a channel marketing director at Sophos. And today, I have a full team of marketing experts that are here for you to share their wisdom, knowledge, and experience, how to make the most out of your partnership with Sophos and how to make the most out of the marketing assets and tools that we have prepared for you. But before we start and before I start introducing our guests, let us do a small test of our Q and A function, and chat functions. Right? So could you please use the Q and A button and let us know where you are joining us from today? And I will start, today, I am joining from Wiesbaden in Germany. And it is a sunny morning. So, ladies, Maria, where are you joining us for today? I'm joining you from Madrid, cold Madrid. For a change. Sophie, what about you? I am equally cold, but in the UK. So great to see you all. Abhilasha? Yeah. I am from Pune, India, and it's sunny out here. So, yeah, a great weather. Okay. Thank you, ladies. And we do have the first notifications. People joining us from UK, from Dubai, from Belfast, Dorset. I can also see Germany. Oh, sunny Athens. Nice. South Africa. We have participants from the Netherlands as well. Some are from Prague in the Czech Republic. Okay. A very, very international audience today. Great. Please, now now we we have checked that the q and a function works really nice. So it means that whenever you have any questions during our presentation today, please feel free to add your questions in the q and a chat, and we will be answering them either during the presentations or at the end of the session, we will pick up some, important and frequently asked questions. Okay. So as I mentioned today, I have a full team of marketing experts, with me today to go through everything, all the tools and assets, that we have prepared for you today. And, we we also have a special guest from our social media department, namely Sophie Pithy, who is the head of social media, who will, give you some insights into the best practices of doing social media with the help of Sophos and our assets. Apart from that, Maria Boros and Abhilasha Singh will walk you through all our current marketing programs and campaigns and automated lead generating tool that are free for you to use. And as mentioned, if you have any questions, please use the Q and A function and we'll be covering all of them today live. Okay. That's it from my side on the organizational moments. And without any much further ado, I'm handing over to Maria and Avilesh. Please. Thank you so much. Hello, everyone. Welcome to our Sophos Marketing Circle session. I'm Maria, and I am the channel marketing specialist here at Sophos. So part of my role is to make sure that you know exactly what is available to you and how we can support you to drive your business with Sophos. So to kick things off, let's take a quick glance at the agenda for the session and some of the areas that I will be covering. We will be looking at the lead generating tools available to you as our Sophos partners, including the lead, Reflight, and many more. Then we have the customization support and how you can utilize our CSC for your co marketing needs. Then we will have our fantastic Sophie PT from the social media team that will explain us the best practices in social media. Then how to run a successful marketing campaign and assets that we have available and where to find this in the partner portal, and introducing our new integrated marketing packages. Plus, we also have some time at the end for the q and a portion of this webinar. So just a friendly reminder before we begin, please fill up the question panel during the session, and we will get to this at the end. Also, we are recording this session, and we will be sharing that along with the slides in the follow-up email that you will receive in the coming days. So first things first, let's dive into the fundamentals of comarketing with Sophos. As you know, at Sophos, we are a 100% channel focused. And because of that, we view our partners as our main assets. So our basic philosophy is that if you're successful, then we are successful. And because of this, we spend a lot of time, money, and effort on creating tools and assets that help you to be successful. So there are 3 key elements to marketing to Sophos. We have content. We have tools. We have support, all of which is housed within the Sophos partner portal. And the most important thing to remember here is that this is all completely free for you as our partner. Everything that I'm showing you today, has no charge. So you get complete access to all ready to use marketing materials and tools to help you promote and generate demand. This includes premain marketing campaigns, content that you can host on your website, plus customization support from our team of experts. But we will get into that later. So let's just start with content. So we have our partner portal that this is a central hub that hosts everything you need to begin marketing with Sophos. So in the partner portal, you will find the asset library where you can search and download promotional assets to program with your logo. And, plus, we also have a marketing dedicated area that houses our tools and campaigns. But we will take a deeper look at this during the demo portion of the session. But first, and the most important thing, if you haven't set up your login in the partner portal, please, this is a step one in marketing with Sophos, so make sure that you check that you have access. Or maybe you can reach out to your account manager to support you with this. Then we have the asset library. So this is one of the most valuable areas in the partner portal. This houses all our premade content for you to simply download and use. Simply use the search function to filter the product, the language, or the file type that you are searching. Add your logo, your referral ID, and then you're ready to promote to your customers. It's definitely worth taking some time to look into the things that we have available here. Also, I wanted to point out the search of content, for example, for the state of ransomware 2024 that we are creating and adding into the asset library on a regular basis. So as you can see on the screen, we have various white papers, infographics, product data sheet, web banners, presentation decks, email templates, social media tiles that we are creating for you to use free of charge. So one of our priorities is to make your lives a little easier. So that's why we make all this content available for you to take away and use. And as I said before, simply download the assets you want to use, co brand with your logo, add your referral ID, and then you are ready to send out for lead generation. So now we have covered where and how you can utilize our content, let's move on to the tools for lead generation. So we have our lead referral program. So I have to say that this needs to be a key takeaway from this session, whether this is the first time you're hearing of it and would like to get started or if it's a reminder to utilize this function. So I have to say that partners often forget that they have this feature enabled. So, basically, the idea around this tool is that we want you to develop your business. So our aim is that everything you generate, we want to give back to you for follow-up on. And in case you don't remember or you don't know, a lead reply ID is a personalized tracking code that you can add to a URL linking to any page, asset, or form on a software side. Basically, it captures a lead information and routes them back to you. So this means that you can easily leverage all our marketing assets to create leads for your own business. So I will pointing out, and, Avilesh, I'm sure she will do the same, a couple of places today where you can use your referral ID. And as you can see on the screen oh, sorry. And here, you can find your lead referral ID on the home page in the partner portal with the rest of your account information, but I will pop into the partner portal shortly for the live demo, and I will show you. Then, as you can see on the screen, all you need to do is 4 easy steps. So the first one is to find your referral ID, as I mentioned before, in your account information in the partner portal. Then you need to tell us who should get your leads, then add the ID to any URL linking back to Sophos, and then you are ready to start promoting. So there are a couple of examples of how you can use this, and I will be, of course, be sharing these slides after the session for you to refer back to. And, plus, if you need further guidance on this, we do have a lead reply guide, or feel free to reach out to the CSC for support. Finally, where you can find these leads, your leads? So I will pop into the partner portal shortly, as I mentioned before, to show you exactly how to find these. But as a spoiler alert, you can find them in your lead dashboard that I will show you later. And now we are moving into the 3rd and final area of marketing with Sophos, how we can support you with all of this. So as I mentioned, we have a fantastic team, the channel service center, that they are a team of marketing professionals that are available around the clock to help you with all your comarketing needs. Best way is to think of them as a marketing agency that you can use free of charge. And a couple of things that they can help you with and you can see on the screen is that they can customize software's demand generation campaigns. They can co brand Sophos marketing assets, such as emails, banners, PDF documents, and many more. Also, they can add your logo, your contact details, and any other important information to Sophos collateral. They can resize Sophos web, email, social banners, graphics. But the most important thing is that they can create lead tracking links with your lead Revlon ID attached. So as I mentioned, this is a free service. All you need to do is simply email the team, csc@sophos.com, and explain in detail your request. For instance, if you wanted to co brand one of our emails, for example, the state of ransomware of 2024 that I just show you, you need to email the team, cse@softplus.com, attach the asset or the link to the asset library within the partner portal. You need to provide a high quality your logo, your reply ID, and your contact details, and then they will process your request. Also, it's best to give as much as detail as possible to help the team out here, especially if your request is time sensitive. And I'm super happy to say that partners who have used this service have given a 4.7 out of 5 star rating. So we are really take pride in this service and will recommend for you to use. Again, you can contact them by emailing csc@sofas.com for your comarketing needs, and we will be sure to include their contact information into the follow-up email from this session as well. And I think that Anna or Avilesha right now are going to type the email address in the chat so you have it in hand as well. So now I'm going to take a little of a breath here, and we will do our first poll of the session. So, ladies, if you can, push the poll for me. So as you can see on the screen, what tool did you find the most useful? And as you respond to the poll, I would like to say that we love to do these polls on every webinar because we would like to know what your opinion is, what tool you find that will help you the most to boost your sales, or which do you find the most useful, the less, which less? Let's see. So right now we have 0 votes. Come on. Don't be shy. Show me your answers. Let's see. Come on. So I see people on the q and a responding, CSC, the channel. Maybe the poll is not visible. They are telling me, girls, that the poll is not visible, but I can see you on the q and a, that you are responding between CSC and the co marketing. Let's see. If you click between chat and q and a, you will see the option poll, and you can vote now. I can see the votes. Perfect. Thank you so much. So we have 9 votes for co marketing campaigns, 13 votes. Almost the 50% of the people are responding co marketing campaigns. Great. They are very, very interesting. And Abhilasha is going to explain the integrated, marketing campaigns later, so stay tuned. 20 votes for the comarketing campaigns, almost 60% of the votes. Wow. Really interesting. Perfect. We have 21 votes for comarketing campaigns. But I have to say that the CSC and the Refinery are also super interesting tools as well. Thank you so much for responding. Okay. I think everyone respond. We have more votes. Let's see. Wonderful. Thank you so much for everyone to to responding. And right now, let's dive into the partner portal demo part. So everything that I just explained to you, let I'm going to show you right now in a live demo. So as you can see on the screen I hope you can see the screen, but, yes, this is the initial area. So this is the home page that I was mentioning before where you can find over here your account information with the referral ID. Also, you can see some partner quick links that I was mentioning before. As you can see, you can see here how to start your journey with us, the webinars that we have ahead, the events that we have ahead, then the sales campaigns, the marketing campaigns, the promotions, even the MSP hub that it's really, really interesting as well. So here in the initial area, you can find the these two important things that is your account information with the referral ID and the quick links. Also, if we go back to the asset library, which is up here, we click. This is where you can find all the different assets available. So, for example, if we go to the search bar over here, let's search for the state of ransomware that I was mentioning before. Okay? So if you can as you can see here, you have all the available assets for you, social media kit. You can download the report, and you can co brand with your logo. We have co brandable emails for webinars. We have also webinars recording regarding the state of ransomware. We have the reports. This presentation index that I was mentioning before, we have a lot of assets available for you free of charge. Also, another interesting thing is that over here in the left, we have these collections on the side. So for instance, if you're looking for, let's say, managed service, the MDR, we click manage detection and response. Please remember to delete the previous campaign. Otherwise, the MDR campaign won't show up to you. And as you can see here, we have these assets as well regarding the MDR. In addition, and I think it's good and important to mention, is that you can filter by category. You can filter by file type and language if you're looking for something specifically. So I think that this is all you need to know about asset library. You have here the search bar. You have here a collections, breakdown just in case you want to know anything regarding promotions, marketing, sales, webinars, etcetera. So what I was also wanted to show you is the marketing specific area. So we have over here the drop the drop down here, where you can see, a bunch of things, and you can click, for example, in the marketing tools. So this hub, all of the great stuff and tool available free of charge for you that we have. So for example, if you're looking for help, we have our CSC over here. If you are looking or or if you need some tips about generating demand for your business, we have, this button over here. And, also, we have, our lead generation campaign where you will find more information about the Rafa ID program. Also, if we go back to marketing and if you click to campaigns, you can see between the marketing campaigns, discovering our marketing packages, and the marketing campaigns that we have, and also the the sales campaigns. Then right now, my colleague, Kavilasha, will explain you in a deeper way. And finally, and think the most important thing, so please pay attention. I wanted to show you where you can find your leads. So next to the marketing button, you have the sales drop down. So if you click into the 3rd button, the lead manager. So when I was saying that to use your reply ID and you will see the list of leads within the partner portal, this is where you will need to go. Of course, as you can see, I don't have any leads, but you should have all your leads listed here ready to follow-up on. And if you don't see any leads, please contact to your partner portal administrator because maybe your profile is not set up correctly. Okay? So let's do a quick recap before I'm going to hand over to Sophie. So this is the, initial area where you can find your account information, your referral ID over here. If you want to, you know, to co brand one of our campaigns, you can email the CSC team, and you can attach the referral ID, the logo, and you're ready to start promoting. Then we have here the quick links. Over here in the top, we have the asset libraries where you can find all our campaigns, all the assets that we have available for you. And then here at the bottom, we have the marketing tab with all the drop down and then the sales, the lead manager where you can find all your leads. So let's go back to let's see. Let's share the screen for Sophie. Let's go back to to the slides, and now I'm super happy to hand over to Sophie Pitti, our head of social media, to explain more deeply the best practices in social media for you to take away. So the stage is yours, Sophie. Thank you. Awesome. Thanks, Maria. And hi, everyone. As Maria mentioned, I'm Sophie Piddy. I head up our organic, social media team here at Sophos. So I always like to kick off any social media presentation, with this slide. So apologies if anybody had seen it before. But as many people like, a lot of people view social media as a way of simply trying to sell every product offering they have and simply mirror anything they are doing on any other marketing site and tool. However, one in actual fact, we should really view social media much like interacting at a party. So nobody would walk up to a guest and try and immediately sell to them, and it's the same on social media. So as a guiding rule of thumb, 80% of your content on social media should aim to educate and inspire your audience, leaving just 20% for that direct promotional, content. So I say it's a guiding rule of thumb. Everybody has a different goal and a different kind of view and and aim, I guess, for their social media accounts, but this is just a really good kind of, rule and principle to to abide by. Sorry. I'm just switching to the next slide. There we go. So I'm now aware that we have an amazing audience here today, all of whom may have quite a diverse structure when it comes to social, currently. But one thing I do know is that almost all organizations are stretched. So my biggest advice to everybody here is to focus your time and maximize your efforts wherever possible. So firstly, choosing the best networks. You guys are probably aware just as much as I am, there are a lot of social media accounts nowadays. We've come a long way since just Facebook or just LinkedIn. There seems to be new ones popping up daily. And I know that priority social accounts differs based on cultures and regions, but focus on the platform that you think will garner the best return for your business. So for most of us here, that might be LinkedIn, but I know in certain regions, it might be Facebook. It might be x. It might be, Instagram. But the goal is is to keep consistent. So that's why I say choose the choose your top 3 priority networks and then ensure you're keeping consistency on there. So don't spread yourself too thin and lean into those algorithm preferences on social, which rewards consistent accounts with diverse media. So not only have you gotta keep consistent, you've gotta keep diverse from videos to polls to images to URL links, etcetera. And this kind of flows on from that, and and don't feel the pressure to jump on that latest trend. I mean, in probably the last 6 months, you might have seen on Blue Sky, threads, have all popped up as new social media accounts, and I'm sure going into 2025, we are gonna see more. But, equally, if you don't have the resource in house, do not feel like you need to join every account and join every, platform and be posting there actively. One thing that we do here at Sophos, we often join the account, hold the account name, and then just do not use it, but we've just kind of confirmed our name if we need it. And I do really recommend that. If you're jumping on everything and then something starts to fade out, you you've kind of already committed your resource there. Okay. So for those of you without dedicated resources in house, here is a really simple guide to help you create the consistent content that you need to grow your accounts. So lean in as into as much preexisting content as you have already. For example, photos from events are amazing at garnering great engagement, especially on LinkedIn as people love seeing people. Polls on LinkedIn great do great for impressions. That's really helpful when you're trying to grow your net new followers on social media. Stats and static images can really help educate your audience so so you can kind of become that credible voice for them. And then PR and media coverage helps show that you're kind of on the pulse. You know what you're talking about. You're aware of what's going on in the environment around you. So really think about the diverse type of content you can share. Think about what you've got in house already. Think about the amazing people that you've got around you that are really good at offering quick tips and advice that you could share on social media and help map out that calendar. So for example, I would only ever really aim to do Monday to Friday, and the ideal times to post are usually your local time morning afternoon. But, again, if you've got tools such as Sprout Social or Hootsuite, which are paid for tools, I am aware. But if you do have them, quite a lot of them have got the the recommended times to post. But if not, there are amazing other there are amazing advice and tips and guidance out there on various blogs around what time is best. One thing to make you all aware, in case you didn't know, LinkedIn now have a scheduling tool built in, so you can just simply schedule your post within LinkedIn rather than needing for an external, tool to do that. And here comes your secret weapon, your employees. So as a branded account, you could be doing it all. You could be sharing videos, photos, static static images. You should be you could be posting every day. But at the end of the day, the algorithms are always going to preference and favor those personal accounts. So your goal should be to empower your teams to be sharing, liking, commenting, posting content, linking back to your page, and it should be a part of maybe the onboarding process as well as ongoing training for your for your teams and colleagues. So send weekly emails with guidance to the teams. Or if you've got a hub or an intranet site, make sure you're giving them tips and and and advice there to really maximize their social selling. And there are a lot of resources available from Sophos which you can kind of weave into that content calendar. I said use preexisting content. Don't feel the pressure to be producing new things all the time, and that's where we as a as a vendor can really support you. I know Maria has already touched on the fact that we've got assets within the partner portal that you can cobrand, and it's ready to go social content. And a lot of that content is already from amazing research that's extremely credible in the industry already. So it's, yeah, it's really awesome to to be sharing that more. And last but not least. So finally, there are some amazing tools out there to help you give you that edge on social media. So from a content creation standpoint, I do always recommend that you have some sort of tool that you can share and create tiles with. LinkedIn, especially now, no longer renders images when you share a URL. So to have some sort of visual really helps make your post stand out more. So Canva is a great free tool. You can sign up. You can add all your own brand colors and look and feel there to be to be creating content on there. There's also paid for assets such as Adobe Express. That's another great one. As I mentioned, LinkedIn no longer renders those URLs, so they do you do really need a visual to help it pop. Alternatively, scheduling reporting tools such as Sprout Social or Hootsuite can really help you build out that social program. But if you don't have that, do it offline, schedule it in LinkedIn, and and use the tools that are available already within those platforms. So thank you all for taking the time to listen. I appreciate this has been pretty much a very quick whistle stop talk, but I'm really happy to answer any questions you have in the chat or at the end. And, yeah, thanks for having me. I will hand back to Abhilasha. Just a second. Thank you so much, Sophie. That was quite an insightful session on best practices for social media. I'm sure our partners would leverage the insights that you have shared and it would help them in their initiatives going forward. And, I would like to begin with a poll, since we would want to see what our partners think about it. Let me just quickly launch it. Yeah. So we would want you to vote and, so that we can see how basically you are engaging on social media with your audience. Okay. We have got incoming votes here. Great. So a lot of partners are already indulgent branding and promotion from their social media accounts, which is great. Some of you are doing demand gen campaigns, and we have got some partners who are not active on social media. So now is the right time for you to at least start, posting something related to your brand. Okay. So brand promotion is leading. Great to see. Okay. So we can say that, definitely, brand and promotion is the, most, effective channel that all of our partners are using. I'm gonna close this vote now and, let's get on with these slides again. Okay. So in next few minutes, I will be taking you through all the successful marketing campaigns that we have devised for you and made available on the partner portal. And to begin with that, the first one is NIS 2 directive. As we all know, NIS 2 directive is already in place and its compliance requirements are mandatory for almost all organizations in the European Union. This presents a significant opportunity for you to grow your business along with just making your customers aware about it. For that, we have made this whole campaign kit available under the Marketing Asset Library. If you go under the Asset Library and under the Marketing tab, you can simply search for the NIS 2 directive campaign or you can just go to this link that I have given in the slide deck, which will definitely come to you in the follow-up email so you can access it directly. You can see the plethora of assets that are already available there and everything related to your, co brandable assets such as white paper, the co brandable email invites, social media types, these are all available. All you need to do is reach out to our CSC team and provide them your high resolution logo and they can co brand it and you can start plugging it in your campaign and launch it. Now, there are various ways to do it. And, this is just a glimpse of what all assets are available for you to see that yeah. I mean, we have got these plethora of assets available under the asset library for you to utilize it. Now you can either download the white paper and add your referral ID by promoting it, or you can simply download it, get your own tracking code set up, and do it through your own website. There are these ways for you to promote it. Not necessarily you need to depend on so forth. You can do it yourself as well. Here is the on demand. So we know that the webinar webinar is number 1 lead generating tool for our partners that we have heard from a lot of partners during their feedback session. So there is this amazing on demand webinar that we have placed under the asset library for you. All you need to do is, create I mean, add your referral ID to this, on demand link and this will create a unique URL for you which will then generate the leads and place it under your lead dashboard. You can see whatever leads you have generated from this campaign when you launch it. Now coming to the next campaign which is really successful and we are getting a lot of mileage out of it, and this is the right time for you to start communicating since we know that the XG Series is going end of life by 31st March 2025. With the release of new XGS hardware from Sophos, this is the right time that you can go about launching this campaign, communicating with your customers so that they can start migrating, they can start upgrading now itself. And again, to support this campaign, we have made this all assets available for you and these are all co brandable for you. And, I would like to emphasize on another fact which is we have launched the Sophos Academy series webinar where we we are enabling all the partners to, so that they are they know what they want to talk about when they are going to the assets handy with them. We have been communicating in these sessions along with our expert speakers, and I think a lot of partners are already attending. If you are not attending, I would definitely recommend you to attend our monthly sessions. We have covered in our August session about this Xe to XGS upgrade and what are the desk gates, what are the presentation decks that they can go with when you're talking to your customers. As a part of this whole series, you can enable your team first so that once your team is enabled, you know what you want to communicate with the customers. With the help of all these assets, which are, as Maria rightly showed, under the marketing campaigns and in the sales campaign, we have provided everything that is required. For promotional, aspects, you can utilize these email invites, of course, co brandable, and then these on demand webinars also. And on top of it, under the sales campaign, you have got all the sales, sales campaign related kit available, like the desk case, the PowerPoint decks that you can, take when you are communicating with your customers. And to add the extra layer of incentive to all this, we have a lot of promo available under the, partner portal, which is something so you can generate lead out of this campaign with the available assets, which is, of course, free of cost for you. At the same time, by generating these leads, you can apply these promo codes by logging in these opportunities and you will get all that extra incentive as well. This is like a win win situation for you. I would definitely urge you to go under the promo section as well and see all those promos that are already available for you and try and use it when you are actually logging in the, opportunities. Now going on to the next slide. So, we have been inviting a lot of feedback from the partner community time to time and this one definitely stood out for us. So we heard, we we got to know from a lot of partners that you want to launch the demand generation campaigns, but the problem is you don't know where to start and sometimes you feel overwhelmed. Sometimes you need more clear instructions and sometimes it's like why to navigate the whole asset library in search of that particular high value asset, some hero asset that could fetch you a good result, without really investing a lot of time and effort from your end. So what we have done is we are always there for you and we devised it all. We thought this is the right time for us to devise a full fledged marketing funnel campaign for you, which is integrated in nature. And rather than navigating to different pages of the asset library under the partner portal, you can just go on a sing single page and use all those high value assets that we know that have already performed for other partners. Just go and try and plug it in in your campaigns and start promoting. The only thing that is required over here is you need to decide on the objectives. Now, the objective can be of multiple types. It could be as generic as just building an awareness campaign on some product or solutions, say for example, endpoint security or the firewall, It could be as good as generating leads from a selected pool of your existing customers. It could be cross sell or up sell for MDR, or it could be a new logo capture campaign as well. So it's up to you. You need to device it. You need to think about it. Just put some thought into it, and then you can just go with our step by step approach. So here, we have started with just generating awareness. Now for generating awareness, we have seen that our webcast, which is like on demand webinars, they are like number 1 lead generating tool as well as they are great in spreading awareness because we do provide expert insights. We do sorry. We do always have expert speakers from our end who are, like, deep diving into the content for you, and that is something that our customers always desire. They want to know what all is there for them in it and how can they really utilize the solutions that we keep on promoting. For this, you have all the promotional assets into that one particular stage in a packaged form for you. It contains everything related to your registration page, which is totally customizable, your social media tiles, e mail invites by which you can invite your customers or prospects along with the webinar recording and PowerPoint decks as well. Now coming on to the second stage. Now, this is where we try and establish interest among the target audience, the group to which we were trying to generate the awareness to. Here, what we use is we try and promote the thought leadership content. So you know, Sophos is regularly creating a lot of thought leadership content, and you can promote these white paper via online channels, and then your e mail campaigns, and get those leads coming in for you. Now, as a third step, it's like how Sophos can help. It's one thing that we say that, yes, our product is good, we are doing this and blah, blah, blah. But the another thing is, which actually adds credibility, is the analyst validation, the awards that we get, the case study. We keep on posting it even on social media. We do get that leader position in our Gartner reports, the IDC, the forester, and the likes. When you provide these proof points to the customer, it definitely adds the credibility touch to the communication, and it has got a better chance of conversion. Taking it to the next level, which is like handle the interest. Now that you have got a lot of hot leads, what to do about it? How to basically consider your product, consider Soho's product? For that, we have seen that a lot of partners are interested in Event in a Box, which is like a pre made package for you wherein we provide everything related to your e mail invites, the customizable landing page, the social media tiles, the proposed agenda also. We do provide you with the agenda that you can utilize and along with the presentation slides and the recordings from our expert speakers. You can take it all and then utilize it in your campaign. Now, the important thing over here is it's not really necessary for you to follow it step by step. It could be that for something related to a new product, you just want to create awareness and then leave it at that. Then maybe you can resume it at a later point when you see that you have got a lot of, customers interested in it. But then for some, for some other campaign, maybe you are just interested even in a box. We have given you an option to pick and choose the stage that you want to plug it in your campaign, and then you are just good to go. You do not have to rely on a lot of different pages which are there on the Asset Library of our partner portal. Everything comes in one package and you can choose and run your campaign as per your wish. There is one campaign which we have already launched pertaining to best practices for securing your network from ransomware. You can see here there is a link of the campaign page already. I can also share you share with you this, campaign page so that you know what is already available for you. Uh-oh. Let me just see. Yeah. Abhilasha, I can share the link to campaign, with everybody during presentation. So no worries. Okay. That's great. Yeah. So, this is the campaign page. And as I was telling you, this is how we have structured it and this is totally self explanatory. So, everything is put together in 1, in in one piece and, you can just pick and choose the, stage of campaign you're interested in and you can launch it. And, of course, you can either, launch it from your own website by downloading the asset or you can, take the so forth hosted asset and, add your unique referral ID to make the link unique unique and, trackable for measuring the ROI. Now resuming back to the slides here. So this is all about the new integrated co marketing campaigns. We are really excited about it. I'm sure, you will also find it useful, and just please go and check it out. We are going to launch more and more such campaigns for you so that it's all readily available for you and you can access it with ease. Now coming to the MSP awareness and demand generation campaign. This is something that is totally vendor agnostic for you and we have made available all the assets under the same umbrella for you to start raising awareness about current cybersecurity challenges and promoting your offering as managed service provider to all your customers as well as prospects. It contains all the assets and as we have showed you quite a couple of times before, this is a glimpse of all the assets that are available over here. You can find the campaign guide, the e mail templates, the social media tiles, and the PowerPoint decks along with the infographic and everything. You can plug it in your campaign, just add your referral ID and launch it, and then you can just see how exactly it is performing for you, keep on tweaking in case some asset is performing better, like if webinar is performing better, then maybe you can utilize that, I mean, more in your campaigns. No. No. We keep on talking about campaigns and everything, but the basic thing is it all starts with a plan and we need to think about it before actually launching any campaign. There are 5 simple pointers that we want you to consider before launching a campaign or planning a campaign. The first of all is, what's the goal? It should be measurable. When we say measurable goal, it's like you need to decide on 1 or maximum 2 goal. If you want to go on with the campaign with multiple goals, it will be really confusing for you and then you will not be able to track it. You will not be able to measure the ROI correctly. Just go with either you want to create awareness about some product resolution or you want to go with the demand generation. That should be clear in the beginning. Now the second component is what's the budget? You need to really decide on it. So if you are going with the demand generation campaign, definitely you need to allocate more budget to it. Keeping the keep I mean, considering, how much your social media promotion would cost or how much in case you actually want to go about launching an event, I mean, conducting an event, then how much that would cost cost and how can you, think of it in terms of, are you really getting that ROI in terms of launching the campaign? Now, the third thing is, what's the target group? This is really important. You cannot go to the masses. You cannot target the whole customer database for 1 campaign. You need to decide if at all it is an awareness campaign, it could be a mass campaign. But then if it is a demand generation campaign, what is the vertical that you're trying to focus? Maybe education, maybe government. Accordingly, you need to prepare the prospect database and then you need to launch the campaign, then you need to finalize on the assets and then do that co branding and everything and launch it. Now coming to the follow-up, this is really important stage because many times what happens, we are pretty good at launching the campaign, executing it. But then at the time of follow-up, we simply, somehow it slips off the mind. That is where there is a huge gap. We need to ensure that you're following up on all the leads so that it actually comes under your lead dashboard and you're able to really see how effective your campaign was. Now, the 5th step, although we were talking about it all along, but this is the success monitoring step And you need to see how your campaign has performed. And it could be a simple campaign, but then you need to see I mean, in case it was just an awareness campaign, you just need to see, like, how what was the the reach? What was the engagement and the reach of your social media promotion or your, email campaign? How many people did open it? How many people did click on it? Did you get the desired result or not? In case you did not, what is it that you can do which will take it into the right direction again? It's all like learning from the experience. Yeah. That is all about the planning stage. Now, I'm just going to talk about some key takeaways because we have been talking a lot about all of these. But then what do you need to keep in mind is as far as the partner portal campaigns are concerned, you need to make sure that you're adding your unique lead referral ID for all your lead generation campaign. Otherwise, you will not be able to see the desired result and you will not be able to measure its effectiveness. You need to download the co brandable content because it's definitely, I mean, it's all free for you. We are devising all these campaigns and putting all this content for you so that you can generate more and more demand, influence your pipeline. Just make use of it. In case you want any help, just reach out to our CSC team. They are always there for you to customize your email invites, to customize your registration page or white paper or anything for that matter. You can just reach out to CSC team with your request and they will be able to assist you because we have been seeing their, interaction with the partners, which is great, and we have been hearing a lot of good, feedback from partners. So these are the key tech takeaways. Now I'm gonna launch the last poll for you just to see how exactly, these campaigns are proving to be effective for you or what is it that you are interested in. So which stage of the new funnel campaign are you likely to deploy? The poll is open. Please vote. Great. So webinar campaign is definitely leading over here. And good to see that success story is also a great pick for you. This is great. Okay. Nice to see these loads coming in. Okay. The board will close in a few moments, so please keep voting. And, yeah, webinar campaigns are leading. We will keep on bringing these to you so that you can really avail it and utilize it as much as you want to. Okay. Great. So I'm gonna close it. Yeah. So we're done with the call. Thank you, Abhilasha. And I've just joined, again, Abhilasha, to, check the questions and to answer the questions. Right? So I would ask Sophie and Maria to join us, here as well because we had some really nice questions that we would like to cover live. So the first question I would like to ask, Sophie. Just a second. Questions keep coming. Okay. Do you recommend a daily social post? We are posting twice a week. Is that enough? It's hard to tell. It depends on your the team and how it's structured. I would probably try and aim for more if it's a branded account just because I said the algorithm tends to favor personal accounts. If that's a personal account, it's amazing, but the more the better. If you could aim for 4 times a week or even 1 per day, that would be ideal. And just to reiterate, it does not need to be a native new post. It doesn't need to be you having to think of something, create something. This could be a repost of, of a vendor. It could be re reposting an employee. It could be using something like from the Sophos partner portal asset folder as well. So there are loads of assets out there. Try and do one one per day would be ideal. Hopefully, that helps. Sophie. There was a comment from our distributor. Almost 1 out of 5 partners are not active on social media. And what I answered to that was this is exactly why we are doing these sessions. This is exactly why why we are inviting Sophie from our social media expert team to help our partners start this journey. Every start is difficult. Right? But this is why we are here and all your Sophos marketing managers that you work with and all your, channel account managers that you work with are here to help you with this. So whenever whenever you have any questions or you need anything, reach out to any of your Sophos contacts, and we'll be happy to help with that. Okay. Some other questions. Where can I can I find, high resolution pictures of Sophos products and the datasheet? So all of them are available on the partner portal in the asset library. You just you can use the search function, depending on which solution you would like the images on and you will be able to find them there. In case you need to adjust anything, please remember what, Maria was, telling you about, namely the channel service center. They will also be able to help you with, resizing or even if you need a source file, to translate, for example, they can provide you with those as well. Okay. The question about recording and the slides. Yes. We will be sharing the recording and the slides probably tomorrow with everyone, so stay tuned. Oh, wait. This is a good one. What is a good number of campaigns to run-in a quarter or a year? At Sophos, we say less is more. What both Avilesh and Maria was telling you and same Sophie, Try to if you are running a campaign, be focused. It is better to run 1 campaign per quarter, but run it in a proper way. Being focused and making sure that you are capturing all the important elements of it. Right? Do not try to do everything at once because as a rule, we are also stretched that it doesn't work. So typically, one campaign per quarter or 4 campaigns per year, if you have, relevant resources, should be more than enough to, provide you with the relevant and adequate amount of leads to work on. Good. Some more questions that we have received. There was a question. Which social media platform, works best for getting leads? Sophie, I guess I'll refer to you on that. Yeah. I would probably. They all have their different values. I would say LinkedIn is probably best for leads. Maybe Instagram and, x are probably better from, like, an awareness standpoint. But in terms of lead gen, I would say LinkedIn, just also the the platform itself lends its its itself to to more lead gen opportunities like LinkedIn lives. You've got the newsletters. You've got polls, etcetera. So, yeah, which is why you'll probably see Sophos itself. We spend a lot more time and investment on LinkedIn over other channels, such as Instagram because, we see a better return there. And I'm a far more engaged audience as well. Thank you, Sophie. K. I am just monitoring the question. Okay. This is a good one and a controversial one, I would say, even for us. How often should we send mass emails? We send emails twice per week matched to the social media posts. Sorry for multiple questions, but this is very useful. First of all, we are very happy that this is useful and this is exactly why we are here to answer those questions. Secondly, I would like to, to to say that this is amazing that you you are already structuring your communication and combining them with the social media posts. This is exactly how it is how it should be. Right? Ideally, you use all the forces and all the channels to push 1 in the same messaging. You use the email function, you use social media, you use blogs, podcasts, whatnot. What is it that you can use? The more channels you're using to push and position 1 topic, the better it is. Now, the question on how often we should send mass emails, it is a difficult one. It obviously depends on the topic, what exactly you are pushing. Right? On the number of topics, how many topics you are pushing, per week, if it's if it is 1 or the same topic or if those are multiple topics, and and the target audience. Right? The more targeted you can be in the emails, the better it is. Twice a week, depending also on the mentality and all the on the cultural, situation, could be too much for some regions. Unfortunately, I cannot see the country, you are referring to. But, usually, in terms of customer communications, once or twice a week is a isn't the average that is recommended by the industry? Okay. It's UK and Ireland. Thank you. Once or twice per week is, an is the average. So what you are doing with 2 emails, you are okay. And obviously, it depends on the topic. The only thing I would mention here is you should very closely monitor the bounce back rate. Because the moment you notice that your your, biweekly emails, bring more harm and unsubscribers than, the leads or awareness, this is where you should you should, review the strategy. Alright. We have okay. What type of social media campaigns, work, the most to get new leads or well, new new leads or new logo new logo leads? I guess that's the last question we will cover with Sophie, and then we'll finish. Yeah. I guess it varies. It depends what you are doing and how active you are on social media. In terms of what generates the best awareness, which will really help that top of funnel drive into your into your marketing program, I would say, polls and, videos work incredible mainly because the social media platforms themselves, the algorithms that determine who sees what, definitely favor using polls and videos. So if you can weave them into your social program maybe every other week, that will really help drive that new follower growth for your social program, which might not generate those direct leads, you know, but we're top of funnel, and it will really help build awareness for your business as a whole. So, yeah, definitely lean into those those in platform algorithm preferences wherever possible. So hopefully, that helps. But, yeah, visuals, videos, and polls would be my recommendation there. Thank you, Sophie. We have a couple of more questions that, we have here, and I feel this is very important to answer them. So we will be answering them, via email to you. For example, there is a question on education, sector, which is very interesting. So let me cover this or let us all cover it, via email, in the upcoming days. If you and and also if you come up with any other questions or comments, right, just make sure to, raise them either with us, the 4 of us, right, or with any other Sophos colleague that you are working with on a regular basis. They they will, and if there is a question that only we can answer in our marketing round here, your sales colleagues, will make sure to, pass that questions forward to us to answer this. Other than that, thank you so much for your time and for your attention today and for all your questions. I see I can see the questions. They keep coming. Keep them coming. We will answer them via email to each one of you individually. I also would like to thank our marketing experts who joined us today. Thank you, Sophie, Abhilasha, and Maria for your input and for the useful information. We, we will be sharing recordings and the slides with the follow-up email, probably tomorrow, so stay tuned for that. And we will be, really happy, and we'll be looking forward to welcome you in the next in the upcoming sessions on marketing that we will plan shortly and communicate to you. With this, wishing you a nice December time, nice holidays, and hope to see you in our next webinar. Thank you, and goodbye.