1. Advanced Security: Symantec Email Security (formerly MessageLabs) Takeout Campaign
Partner Marketing User Guide April 2017

2. Table of Contents What’s Included in the Campaign User Guide
The Opportunity
Market Opportunity & Data Points
Why Mimecast?
Campaign Overview
Objectives
Target Audience(s)
Campaign Resources & Assets
3. Sales Enablement
A. Tools & Resources
4. Campaign-in-a-Box
Campaign Execution
Campaign Deliverables
Integrated Approach & Flow
Supporting Assets (i.e. Teleprospecting s, social media)
Table of Contents

3. The Opportunity

4. Market Opportunity Reveals The Time is Now
Don’t take our word for it… Symantec Security customers are looking for renewal alternatives for several reasons, including:
Market Opportunity Reveals The Time is Now
1. A lack of advanced threat protection. Gartner state “Symantec is late to market with common advanced targeted threat features …” SEG Magic Quadrant Symantec is traditionally an on-premises vendor providing no migration path from on-premises to a cloud solution. Gartner state Security. cloud “…is not as strong as their on-premise solution.” SEG Magic Quadrant Poor customer support. Radicati Group state, “In the past, customers reported issues with Symantec’s customer support organization.” Secure Gateway Market Quadrant 2016
“ … We needed a best of breed solution to protect us from advanced cyber threats like ransomware that pose an increasing risk to public sector organisations. Moving away from our on-premises archive to improve e-discovery search and prepare for a potential move to cloud services was important too. Mimecast was the obvious choice for us.”
 -Joe Gregory, Infrastructure Manager,
Thurrock Council

5. Campaign Overview

6. Campaign Overview: Theme & Creative Campaign Theme & Creative
Tagline: Phished off that attacks are still getting through?
With 91% of attacks starting with , it remains the #1 source of breaches.* Yet too many security systems today are missing threats.**
Organizations need protection from advanced attacks such as impersonation, spear-phishing and ransomware, something traditional solutions like Symantec cannot deliver.
Mimecast has the solutions and expertise to help protect you and your organization from being phished.
*WIRED magazine
**Mimecast ESRA report 2017

7. Campaign Overview: Theme & Creative, Goals & Target Audience
This Symantec Security campaign provides you with the materials to effectively promote Mimecast to your leads and customers.
Objectives Help increase revenue by targeting businesses that are using Symantec Security (formerly MessageLabs). Expose the vulnerabilities and risks with their current system and highlight the optimal functionality of Mimecast for advanced security capabilities that Symantec Security does not provide.
Target Audience
This campaign is ideally targeted at the technology buyer, that is, the IT leader and security professionals within small to medium sized organizations that are currently using Symantec Security.
IT Leader
Security Professionals
Technology Contacts

8. Campaign Resources Blogs Social Media Activation Infographic Report
The Mimecast ESRA – Benchmarking Security Systems
Social Media Activation
Infographic
Mimecast vs. Incumbent Security Systems
Report
Benchmarking Security Systems: See the Threats Mimecast Catches & Other Systems Miss
Webinar
Strengthening Your Security: It’s Time for Mimecast
Sales Promotion
Customer Roundtable Podcast/ Webinar Why Mimecast?
Price incentive for Symantec  MessageLabs to migrate to S0, S1 or M2.
Coming in Q1 FY 2018

9. Sales Enablement

10. Sales Enablement Tools & Resources
Symantec Battle Card
Campaign Introduction Video
Sales Prompter
On Demand Sales Training Webinar
Desk Poster
Sales Plain Text s for Tele-prospecting
All available on Partner Portal

11. Campaign-in-a-Box

12. Campaign Execution

13. How to Execute this Campaign
Partner Portal for Campaign details and sales enablement resources
Log-in to Partner Portal
PIMS for co-branded and customizable pre-loaded campaign assets.
Log-in to Partner Portal

14. What’s in the MessageLabs Campaign-in-a-Box?
The campaign provides multiple touch points across awareness and consideration stages.
For maximum effect, utilize the program assets in conjunction with an outbound calling program.
Please customize the templates as needed to fit your specific requirements.
Campaign Deliverables
Primary Offers:
Awareness State: Security Risk Assessment (ESRA) Infographic & Report
Awareness Stage: s & Landing Page
Consideration Stage: Webinar
templates (HTML)
Landing page templates
Tele-prospecting follow-up templates (plain text)

15. Webinar: Strengthening Your Email Security …
Multi-Touch & Tele-prospecting These program assets offer a four-touch integrated and call campaign, educating leads on why incumbent systems (and in particular, Symantec) may not be up to the task of protecting their organization. Capturing Leads & Interest Most of these assets are provided to you with the condition that they will only be distributed with a registration page in front of the asset (that is, as a gated asset). The only asset not requiring a gate is the Infographic which is recommended as a first touch to generate awareness on the topic. All assets (initial send, non-opener, confirmations, reminders, etc.) as well as landing and thank you pages can be found on PIMS.
These assets can be found on the Partner Portal/PIMS.
1. Assets
Infographic
Report
Webinar
ESRA Infographic
ESRA Report
Awareness s
Webinar: Strengthening Your Security …
2. Landing Pages
Not applicable as not gated

16. Integrated Email Campaign Flow Integrated Email Campaign Flow
This diagram outlines how to use these program assets as part of an integrated and call campaign. The suggested flow is infographic, report, and webinar, but the programs can be executed upon at your discretion.
ESRA Infographic
Send Non-Opener ( 2)
If download
If reach, send thank you
Send 1
Direct to landing page
Calling
No download
If don’t reach, send sorry missed you
Calling
If download
ESRA Report (send to engaged)
No download
Send Non-Opener ( 2)
If download
Calling
If reach, send thank you
Send 1
Direct to landing page
If don’t reach, send sorry missed you
If download
Continued on next page

17. Integrated Email Campaign Flow Integrated Email Campaign Flow
This diagram outlines how to use these program assets as part of an integrated and call campaign. The suggested flow is infographic, report, and webinar, but the programs can be executed upon at your discretion.
Symantec MessageLabs Awareness
If download
If reach, send thank you
Send 1
Direct to landing page
No download
Send Non-Opener ( 2)
Calling
If don’t reach, send sorry missed you
If download
Send 1
Calling
Send to engaged
Webinar
Send 1
If reach, send thank you
Direct to landing page
Send Non-Opener ( 2)
Calling
Send 1
If register
No register
Send confirmation
If don’t reach, send sorry missed you
If register
If reach, send thank you
If attend, marketing generated thank you
Calling
If reach, send thank you
If reach, send thank you
If don’t reach, send sorry missed you
If no attend, marketing generated sorry missed you
If don’t reach, send sorry missed you

18. Sales Plain Text s for Tele-prospecting Access these s on the Partner Portal within the Generate Demand Tab. They are located in the Symantec Security,cloud campaign within the sales enablement resources link.
ESRA Infographic
Thank You for Your Time on the Phone Sorry I Missed You by Phone
ESRA Report
Thank You for Your Time on the Phone Sorry I Missed You by Phone
Awareness Thank You for Your Time on the Phone Sorry I Missed You by Phone
Webinar
Attended Webinar – Thank You for Your Time on the Phone Attended Webinar – Sorry I Missed You by Phone No Show Webinar – Thank You for Your Time on the Phone No Show Webinar – Sorry I Missed You by Phone

19. Social Media Key Messages
ESRA Infographic Mimecast vs. incumbent security systems. Get the facts on threats getting through in #MimecastESRA. Check out our infographic. Did you know that not all security systems perform the same? Check out our infographic to get the facts on threats getting through with incumbent systems. #MimecastESRA
ESRA Report See the threats that Mimecast catches and other security systems miss. Check out our #Mimecast ESRA benchmark report. The #MimecastESRA Benchmark Report for security systems is here. See how incumbent security systems stack up to Mimecast. Webinar #Phishedoff that attacks are still getting through? Attend our webinar, Strengthening Your Security: It’s Time for Mimecast on [insert regional date, time and LP link].
We’ve created the following key messages to help you promote any or all these programs via Social Media should you desire.

20. If you have any questions about this campaign kit, please speak to your Account Manager or local partner team by ing:
Europe:
South Africa:
North America:
Australia and APAC:
Middle East:
Need more help?

21. Thank You