THE original Strategy deck that reinvented Asigra and put it on the Backup and Recovery Map and the Gartner \'Magic Quardrant\'.

1. Product Marketing
Presentation
- Jas Mann

2. Agenda
1 Vision
2 Messaging
3 Routes to Market
4 Awareness and Demand Generation
5 Product Marketing Role
6 Questions

3. ASIGRA VISION
- TECHNOLOGY LEADERSHIP

4. What The Analysts Are Saying
Gartner MarketScope for Enterprise Backup/Recovery Software 2008
The leading backup vendors continue to play a significant role in the
overall recovery market, but the pressure to innovate and offer a range
of recovery options has escalated because new market requirements
are forcing customers to look at other vendors' technologies and solutions.

5. Gartner MarketScope
Global Backup and Recovery Distributed Market Share Data
(Distributed Backup Market = 1.5 Billion)
Syncsort Atempo Time
Backup Navigator Other
Express 1% 11%
2%
Symantec
BakBone NBU
NetVault 24%
2%
HP Data
Protector
4%
Symantec
CommVault BE
4% 20%
EMC NetWorker IBM TSM
CA ARCserve 9% 15%
8%

6. Competitive Landscape
Backup Software – Traditional Vendors
Large
Enterprise
NetBackup
Enterprise
Market Segment
Backup Simpana
Mid-Market
Exec
Data
Protection
YOSEMITE Manager
Small
Business
EXPRESS

7. Competitive Landscape
Backup SaaS Vendors (Online Backup, Online Storage)
Large
Enterprise
Enterprise
Market Segment
Mid-Market
MOZY EVault
Small
Business SPN

8. IDC FORECAST
Worldwide Software on Demand Revenue, 2006-2011
“The software on
demand market reached
$3.6 billion in revenue in
2006, and IDC believes
it will grow to $14.8
billion in revenue by
2011, with a compound
annual growth rate of
32%....”

9. INDUSTRY TRENDS
Top Strategic Technologies for 2009 identified by Gartner
Virtualization
Technology that leverages (1) Server Virtualization, (2) Virtualization in Storage and
Client devices, (3) Virtualization to eliminate duplicate copies of data on real storage
devices while maintaining the illusion to the accessing systems (data deduplication).
Cloud Computing
Technology with (1) delivery of capabilities “as a service”, (2) scalability of services, (3)
use of Internet to deliver the services, (4)designed for delivery to external customers
Web-oriented Architecture
Technology that leverages the key design principles inherent in the web-
centric approach to provide an agile and scalable service-oriented
environment.
Business Intelligence
Technology that makes IT a strategic asset and lets them make faster,
better, informed decisions – particularly in a difficult business environment.
Green IT
Technology that allows more equipment in the energy footprint.

10. Asigra – Technology Leader
Televaulting – How it addresses the top strategic technology requirements
Virtualization
“Unobstrusive” Virtual Server Backup, Granular Recovery, Deduplication
Cloud Computing
 “SaaS model”, Unparalleled Scalability, Internal/External Vaulting ability
Web-oriented Architecture
Agent-less architecture, Integrated CDP
Business Intelligence
Centralized Administration, Service-oriented architecture
Green IT
Best-of-breed data reduction techniques

11. Comparison with a Traditional Backup Vendor
Televaulting – How it compares to Symantec Netbackup and Backup Exec
Capability NBU BE
Agentless architecture
Service-oriented architecture
True pay-as-you-grow
Integrated Deduplication
Integrated Archival/Vaulting
Agent-less Virtual/CDP Support

12. Comparison with a SaaS Vendor
Televaulting – How it compares with EVault (Available as EVault Managed Service
and via Service Providers)
Capability E-Vault
Agentless architecture
Zero channel conflict
Higher margins for MSPs
Complete Virtual/CDP Support
Non-disruptive implementation
and operation

13. The Time is Right
Asigra Televaulting – incorporating all the top strategic technology requirements
Software as Extending to the
a Service IT infrastructure
Software as Growing adoption TechnologicalTelevaulting platform Extending to the IT
for “on-demand” software. offers complete in-
a Service Advances
Established base of .MSPs house IT infrastructure
Asigra infrastructure
Televaulting protection.
Technological
Advances
Growing adoption for “on- Technologyleader – –
Technology leader Televaulting platform offers
support for all strategic
demand software.” support for
technology trends.
complete in-house IT
Established base of MSPs all strategic technology infrastructure protection for
trends. SMBs and Enterprises

14. ASIGRA
MESSAGING
- THOUGHT LEADERSHIP

15. What The Analysts Are Saying
Chief Sales Officer Insights – GETTING INTO THE GAME
www.asigra.com is #1 Sales Tool for Televaulting

16. www.asigra.com
External Website
Business Need Key Point of Exposure
Customer Need Key Resource for Product Information
Sales Need Key Sales Tool
Channel Need Key Marketing and Content Resource

17. www.asigra.com
External Website Suggested Messaging Updates
Audience Enterprises and SMBs
Target Primary and remote locations
Vision Thought Leadership
Solution Technology Leadership

18. www.asigra.com
Suggested Thought Leadership Solution Categories and Technology
Leadership Solution Categories
BUSINESS DRIVERS
Cloud DATA DISASTER
Virtualization Computing PROTECTION RECOVERY
Web-oriented Business DATA
MIGRATION ARCHIVING
architecture Intelligence
IT POLICY REMOTE
Green IT COMPLIANCE BACKUP

19. www.asigra.com
Linking Solution Categories with Televaulting Features
Virtualization Data Protection Televaulting
Disaster Recovery Features
Data Migration
Archiving
IT Policy Compliance
Remote Backup
Cloud Data Protection Televaulting
Computing Disaster Recovery Features
Data Migration
Archiving
IT Policy Compliance
Remote Backup
ETC>>>>

20. www.asigra.com
Televaulting Features
DESKTOP/LAPTOP
ENCRYPTION CDP
BACKUP
BLM DEDUPLICATION VMWare Support
ETC>>>>and then creating content like Whitepapers on the high-level features

21. www.asigra.com
Collateral Messaging
Thought Technology Televaulting
Leadership Leadership Features
Content Content
Content
Website Content deployed in :
Datasheets
Whitepapers
Customer Success Stories
Solution Briefs
Product Tours
Demand Generation Tools
FAQ

22. www.asigra.com
Collateral Messaging
ASIGRA ASIGRA WEBSITE AND
TELEVAULTING
THOUGHT TECHNOLOGY EXTERNAL CONTENT CUSTOMERS
FEATURES
LEADERSHIP LEADERSHIP

23. ASIGRA
ROUTES TO MARKET

24. Channel Building Blocks
Routes to Market used by Traditional Vendors
Customers (SMBs and Enterprises)
Distributors LARs VARs
(Unmanaged VARs)
Inside External
Channel Channel
and Field Websites/
Marketing Sales
Sales Collateral

25. CUSTOMERS – Information Sources
Routes to Market used by Traditional Vendors
Customers
(IT Director, CIO, CTO, IT Admin, IT Manager and related)
Inside Vendor
and LARs VARs Website/
Field Sales Collateral
Account Executives
Product Info
Inside Account
Territory Account
Pre-sales consultants Executives
Reps Online Store
Funded heads Pre-sales consultants
Sales Engineers Customer Service
LAR Onsite reps
Events
Websites

26. DISTRIBUTORS – Information Sources
Routes to Market used by Traditional Vendors
Distributors
(Account Manager, Marketing, Sales, Licensing, Order-fulfillment)
Vendor
Channel Channel
ISO Websites/
Marketing Sales
Collateral
Inside
Partner Portal
Distribution Sales Support
Partner
Distribution Vendor Website
Account Managers Maintenance
Marketing
Renewal Desk
Contacts Partner Collateral
Technical Sales and
support contacts Order Services
Events
Group

27. RESELLERS – Information Sources
Routes to Market used by Traditional Vendors
LARs/VARs
(Funded heads, Sales, Marketing, Licensing, Pre-sales consultants)
Vendor
Channel Channel
Disti-s ISO Websites/
Marketing Sales
Collateral
PartnerPortal
Reseller Inside
Pre-sales ChannelSales
Reseller Intranet
support Partner Field Channel
Pages
Marketing Account Technical Sales
Licensing Desk Managers Managers support
Vendor Website
Order Maintenance
Partner
Management Renewal Desk
Collateral

28. ASIGRA
AWARENESS
&
DEMAND GENERATION

29. What The Analysts Are Saying
Marketing Leadership Council
- LEVERAGING B2B WORD OF MOUTH MARKETING INITIATIVES
Viral Marketing : Creating entertaining or informative messages designed for organizations
to pass on electronically , via email, online community, Web site, or other Internet channels.

30. THE NAKED IT GUY
Using a concept to capture attention
CONCEPT : Today’s IT Managers are exposed - they need more coverage than they
currently have- they do not have complete data and systems protection for their IT
environments …Asigra Televaulting - helping IT managers be less exposed to IT risks

31. Awareness Tool
Capturing the attention to generate Awareness and Demand
Capture Create Generate
Attention Awareness Demand
5 question quiz Check
highlighting Out
Televaulting Televaulting
Technology
differentiators.
Are you wearing Discover your Try
emperor’s
Nakedness And
clothes?
Score-Card! Buy!

32. Televaulting Demand Generation
Demand Generation Strategy
Target Awareness Consideration Try Buy
Call Blitz
Registration/Tracking
White Papers
Email to prospects
Sales Script
FIT Talk With
&
& Sales Rep
Asigra/ Overview
SIT Partner Websites
Trialware
Other?
Email
scorecard
ACTIVITY OFFER BUY

33. After
Leads Management
Converting Marketing Responses into Sales
Inside
Sales
Qualify
Marketing Capture Score Route Channel
(Follow-Up)
Field
Sales
Response Lead Opportunity

34. ASIGRA
PRODUCT MARKETING

35. What The Analysts Are Saying
Difference between Product Management and Product Marketing
Product management is more
inclined to work closely with
development and engineering
while product marketing tends
to work more closely with
marketing communications.

36. PM/PMM Responsibilities Framework
Business Marketing
Positioning
Case Plan
Distinctive Market Sales Customer
Pricing
Competence Sizing Process Acquisition
Market Product Buy, Build Market Customer
Research Performance or Partner Requirements Retention
Market Operational Product Product
Launch Plan
Problems Metrics Portfolio Roadmap
Market Quantitative Product Product Program Sales Channel
Analysis Analysis Strategy Planning Strategy Readiness Support
Sales
Technology Win/Loss User Buyer Channel
Innovation Presentations &
Assessment Analysis Personas Personas Training Technical Demos
Competitive Success Collateral & “Special”
Use Scenarios
Analysis Stories Sales Tools Calls
Release Thought White Event
Milestones Leaders Papers Support
Product Manager
Technical Product Manager Lead Competitive Answer
Product Marketing Manager Generation Write-Up Desk
Program Manager
© 1993-2006 Pragmatic Marketing, Inc.

37. Channel Marketing Manager
Job Description
Responsible for planning and implementing channel marketing programs designed
to increase product sales, brand exposure and market share with channel
distributors and resellers.
Key Objectives:
Develop channel marketing strategies and account specific marketing plans by managing MDF expenditure and
contracts.
Control product content and messaging on partner sites to ensure maximum efficiency and brand consistency.
Maintain relationships through ongoing contact with partners in joint go-to-market strategies. Work to identify the best
marketing methods and tactics to increasing product sell-through and brand exposure. Visit accounts on a quarterly
basis for strategic and promotional planning.
Help coordinate, plan, and participate in channel sales training and partner tradeshow events.
Develop and implement channel incentive and promotional programs. Conduct partner audits to ensure that partners
are aware of and take advantage of Partner Programs.
Prepare program collateral and manage Partner communications in order to make sure they are aware of
requirements, promotional campaigns and training opportunities.
Plan and negotiate partner launch marketing campaigns for new products and programs.
Track and report against MDF spend and promotional campaign effectiveness; update monthly metric tracking and
reports.

38. Product Marketing Manager
Job Description
Responsible for driving the go-to-market strategy, market analysis, and
positioning. Converting these execution plans into messages and materials to
drive thought leadership, lead generation and sales/channel enablement. Working
closely with the Product Management, the Executive team and across the
organization to maximize the effectiveness of the message to market and point of
sale. Ultimate outcome is to win the hearts and minds of customers, partners,
analysts, and media.
Key Objectives:
Solution, product, vertical and alliance positioning and messaging.
Writing and providing input to create compelling press releases.Conducting press interviews, press briefings, and
analyst briefings.
Work with Corporate Marketing to create sales campaigns.
Create and maintain sales tools, collateral, training, ROI tools, case studies, whitepapers.
Conducting presentations and web seminars at various venues globally for lead generation and brand awareness.
Internal and external product and solution evangelism.
Working with marketing team and product management to create marketing roadmap and strategy to break into new
markets and solidify existing ones.

39. A Connected World
Product Marketing – Strategic and Tactical Role
Asigra Sales Asigra
Customers
Sales Enablement Marketing Messages
Product
Marketing
Manager
Channel Enablement Collaboration
Asigra Product
Partners Management

40. Channel Enablement
Key areas of Product Marketing Input in Channel Enablement Strategy
Asigra Partner Portal
Shared Resources
SFDC
Leads Education
Quoting Partner Custom Partner Partner
and Price Lists and
Tool Locator Marketing Ordering Reporting
Renewals Training
Partner Data
Opp ortu nity Da ta
O ppo rtunit y Data
P artner Data
Con te nt
Pa rt ner Data
O rders
Da ta
Enterprise Partner Resource
System
Sales Automation Content Financial
Databases Management Partner Program Database
System Management System
Administrative and Management Reporting

41. Questions?