How to successfully sell cloud backup
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Webinar slides that will show you: - Why you should bother selling backup - How to market cloud backup - How to set up your sales - How to win the sale
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How to successfully sell cloud backup
- 1. How to successfully sell cloud backup Job Gompen Mauricio Roa VP Sales & MarketingMarketing Manager BackupAgent O4IT
- 2. Agenda About BackupAgent and O4IT Why bother selling backup How to market cloud backup Setting up your sales Winning the sale Q&A
- 3. BackupAgent empowers Service Providers to sell cloud backup to SMBs 3
- 4. Workflow Integrated Backup BackupAgent has a lot to offer! “Backup that works!” Flexible Backup User Friendly Backup Rock Solid Backup Software only or hosted by BackupAgent Multi-tenant Private Label Unlimited Scalability Client Plugins Control Panel RMM/PSA Tools Open API Incredibly Fast Language Support Multi-platform Web Access Reliable Controllable Secure & Compliant Powerful Support
- 5. BackupAgent, the facts Founded in 2005 400 Partners 50+ countries
- 6. Customer Focus Hosting Providers & Telcos MSPs & VARsCloud Service Distributors
- 7. O4IT Technology as a service Due to a recording issue we do not have the audio of the first minute of the presentation of O4IT
- 8. Company Overview 8 years in the market offering cloud services Cloud enablers to different type of channels Infrastructure in top-tiered data centers in LATAM and USA End-to-end Technology as a Service solutions Offering for Public, Private and Hybrid clouds Sales mostly through channel network Wide range of companies in our customer base Over 80 engineers supporting our Public cloud Experience with enabling different type of partners under white label models Diamond validated White Label service Provider by Citrix
- 9. Why bother selling backup?
- 10. The industry facts Most businesses without data access > 10 days file for bankruptcy < 1 year, 93% 7 % survives , 0, 0 Costs €10.000/day Of which 50% files for bankruptcy immediately
- 11. The industry facts Top 6 Planned Purchases Of Cloud Services in 2014 (Percentage of respondents)
- 12. The industry facts 0% 10% 20% 30% 40% 50% 15% 15% 12% 11% 9% 8% Top 6 Cloud Services Investments (As a percentage of cloud services budget)
- 13. The 3-tier Opportunity Service Provider Reseller SMB Want to earn good margins Add value to services (VARs) Security is top concern Looking for low initial investment >50% don’t use cloud backup Increase ARPU & reduce churn Strengthen bond with customers
- 14. How to market cloud backup
- 15. How To Use The AIDA Formula To Boost Leads - attract the attention of the customer - raise prospects interest by focusing on and demonstrating advantages and benefits - convince customers that they want and desire the product - lead customers towards taking action and/or purchasing
- 16. Outline the problem and the trouble it will cost • “What happens if…” Attention
- 17. You offer easiness of mind • No worries about data loss • Back in business in no-time Interest
- 18. Show your unique selling points (USPs) • Quality of service/support • Pricing – high/low, all inclusive etc. • Worry-free backup: easy to use, reliable and secure • Flexible offering • Offer extensive backup reporting • Remote access to data Interest
- 20. 20 Desire – Cool Features
- 21. Desire – Cool Features
- 22. Desire – Cool Features
- 23. Generate leads for your sales team Macro: • Purchase • Free trial • Freemium account • Information request Micro • Newsletter signup • Whitepaper • Product sheet • Etc. (Call to) Action
- 24. 2GB workstation or server accounts for free Perfect for bundling Low barrier entry Full functionality Users are hooked Conversion triggered by use Package Freemium Accounts BackupAgent Partners offer freemium accounts for free
- 25. Setting up your sales
- 26. You need to price cloud backup to earn consistent revenue the right way Pricing Per Gigabyte Flat Rate Bundled
- 30. O4IT Product Portfolio CloudDesktopNow CloudServerNow CloudFileNow What is it? Virtual Desktop and Application Virtualization: Optimize computing resources at the Worksation level Have access to apps such as Outlook, Office y Lync desde from any device, anywhere Access to other business apps What is it? Infrastructure as a service that allows: Provisioning of computing power and Storage Colocation and administration services Service offering of additional IT Infrastructure: Connectivity, Security, Backup What is it? File Sharing Service that allows: Securely share files with users within organization Files are held on our Datacenters or customers premise
- 31. BackupNow Network Now UCNow What is it? Network Service that allows: Antivirus and Spyware admin Traffic monitoring and internet content filtering VPN, WAN, consulting and provisioning Wide range of Email solutions using Exchange® (Antis-pam) What is it? Corporate Collaboration Suite that includes Lync: Corporate Presence PC to PC calling Corporate Chat Video calling Hosted PBX* What is it? Backup as a service with the following features: Cloud Desktop backup Corporate backup policies VPN, WAN, consulting and provisioning Backup of file servers, hot backups of MS Exchange Servers, MS SQL Servers, MySQL databases and NAS Servers O4IT Product Portfolio
- 32. O4IT Sales Approach Prepackaged • BackupNow is part of CloudNow • Use BackupNow as the low hanging fruit upsell with other CloudNow Product (much higher MRC per user) Tailored • Integrated with their systems using Cloud Backup (CloudProject) Match CloudNow and CloudProject to the type of reseller • e.g. CloudProject for VARs, CloudNow for Telcos
- 33. O4IT Sales Approach Backup used with IaaS for business continuity scenarios • e.g. customer loses data restores data to CloudServerNow (IaaS) immediately at 10Gbps accelerating RTO Easy sales pitch • When working with channels, the messaging needs to be simple Selling cloud backup: is ready to use out of the box to generate instant revenue for the reseller. has really high upsale potential thanks to the tight integration with all other cloud services.
- 34. Sales Tools Features BackupAgent MozyPro Carbonite Server and management platform Web-based Management Portal ✔ ✔ ✔ Reporting per device ✔ ✔ ✗ Available as Global Cloud Service ✔ ✗ ✗ Geographically redundant storage ✔ ✔ ✗ Fully multi-tenant - unlimited tiers ✔ ✗ ✗ Integrations with Provisioning Platforms ✔ Limited ✗ Agent features Agents for Windows, Mac, Linux ✔ No Linux ✔ Plugin for System State ✔ ✗ ✔ Plugin for Hyper-V ✔ ✗ ✔ Plugin for MySQL ✔ ✗ ✔ Active Directory Backup ✔ ✗ ✔ Run OS commands before / after backup ✔ ✗ ✗ Bandwidth throttling ✔ ✔ ✗ Multiple Backup Schedules ✔ ✗ ✗ Report to Windows Logs (event viewer) ✔ ✗ ✗ Supported languages 18 8 2 Optimized, speedy incremental backups ✔ ✗ Limited
- 35. Sales Tools Quote Guides • Use a table to determine for each client-requiring backup Qualification Prospect Input Sales Quote 1 Number of clients? How many clients to backup Determine how many licenses are required 2 Which operating system? OS: Edition: Version: Windows, Mac OSX or Linux 3 How many backup space do you need for each client? On each client calculate: A = Size of document (e.g. Office, PDF, txt files) B = Size of audio/video/image files (e.g. mp3/4, mov, avi, jpg) Allow room for growth (about 10%) (A/2 + B) x 1,1 = Total Backup Size Determine how much storage space is required (GB) Choose the amount of backup storage required per client (50, 100, 250 or 1TB)
- 36. Winning the sale Overcome objections
- 37. Free providers’ SLAs show you don’t retain ownership of data • In exchange for free storage, users often give up actual ownership of their data RTO (recovery time objective) – The USP of: • cloud based data storage = access • cloud backup & recovery = business continuity Ask customers if they ever tested their current recovery solution helps to reveal that process’ weaknesses “Free cloud services are just as good as paid”
- 38. Encrypted • On-site, before transmission • Private key that only user knows Secure transmission • Communication cannot be intercepted • Data transferred over SSL • Communication has digital signature (SOAP Message Signing) Safely stored • Tier2, Tier3 certified datacenter (vs. storage at home) • Known location, not public cloud “Confidential data not safe off-site”
- 39. And many more… “We want to have physical backups” “Backing up to tape saves money. “Consumer cloud services work fine for businesses” “The costs are too high” “We use a cheaper cloud backup solution” “My data is safe for now”“The cloud is not secure” “There is no value in cloud backup”
- 40. 40 Partners get all the support they need Technical Support All inclusive Access to a wealth of technical documentation Free Trainings and Certification Commercial Support Marketing Development Fund Joint Marketing & Press activities Sales & Marketing Support Access to a wealth of marketing materials
- 41. Multi-tenancy: Amplify sales with channel partners • April 16th 2014 | 9am CET Register: http://www.backupagent.com/webinars Replay: We will send you a link within a week And… Next Webinar! Special “How to sell backup” webinar offer: Signup before April 18th, get the first month for free!
- 42. Connect with us /BackupAgent /BackupAgent /BackupAgent /company/BackupAgent-BV Mauricio Roa VP Sales & Marketing mroa@o4it.com Questions? Thank you for listening Job Gompen Marketing Manager job.gompen@backupagent.com
Notas do Editor
- Thank you all for joining us today in this second last webinar in a series of 8 about both technical and commercial topics.I see a lot of people from around the world who are attending this webinar about <titel>. My name is <naam> and I am <functie> at BackupAgent, <intro over jezelf>.I will presenting this webinar with Mauricio Let’s get started agenda
- High/enterprice classbut Simplicity3 pillars:ProductPricingPartner
- All benefits and features of BackupAgent
- 3 pillars:ProductPricingPartnerHigh/enterprice class en but Simplicity, volledig: fully integrated, alles ondersteunend
- 3 pillars:ProductPricingPartnerHigh/enterprice class en but Simplicity, volledig: fully integrated, alles ondersteunend
- Source Pie: National Archives & Records Administration in WashingtonSource Money: Bernard Laroche (Symantec), “DespiteNegative Financial Impact, SMBs Are StillNotPreparedfor Disasters” http://www.symantec.com/connect/blogs/despite-negative-financial-impact-smbs-are-still-not-prepared-disastersIf SMBs aren’t prepared for that risk, the impact of a potential disaster can be expensive. An IT outage costs SMBs an average of $12,500 per day if their computers are down, not including its effect on their customers. In fact, 54 percent of SMB customers switched SMB vendors due to unreliable computing systems.48 percent of MBs and 38 percent of SBs who use the cloud for data storage and recoverydata disaster recovery 4x faster with cloud: 2.1 hours vs. 8 hours
- Source: 2014 State of IT Budget Report - A microscopic view of North America IT spend in 2014
- Source: 2014 State of IT Budget Report - A microscopic view of North America IT spend in 2014
- Make visitor aware of the problem
- Not a backup service but maar unburdening service (an insurance). And look what you can add on tap of that with your business.
- USPsPower of the productUSPs Tier 3 & 4 datacenters, upsell possibilities
- USPsKracht productEigen USPs datacenters tier 2 watkan je daaropaanbiedenom die ontzorgingsdienstuittebreiden
- Feature: Multi PlatformPluginsWe focus on server backup: file servers, database servers,
- 3 pillars:ProductPricingPartnerHigh/enterprice class en but Simplicity, volledig: fully integrated, alles ondersteunend
- Per GB:Some SPs choose to set a base price-per-gigabyte that accounts for several factors, including:» The cost of the backup offering» Wiggle room for discounts and special offers» Competitive pricing in their geographic market » Additional value-add services around the backup offering» Vertical focus» Over-usageThe challenge with the price-per-gigabyte model is that, industry wide, the competition is increasing and thebackup prices continue to fall. As a result, SPs who price based on this model will need to develop effective counterarguments to potential price objections. BA has low pricing so you can have a great margin from the startBundled: For selling it is more easy to sell in bundles, like a security bundle or a website bundle with backup included etc.Instead of isolating the cost of cloud backup, some SPs make it a required offering and fold the cost into a larger managed services bundle. It was once popular to split such plans into a three-tiered structure - Bronze, Silver and Gold, for example. More recently, a two-tiered structure has become more popular. Either way, cloud backup could be included at each plan level, with the amount of storage offered scaling appropriately.One partner sells its services offering in this way, defining a basic and a premium plan for servers and workstations. The basic plan comes at a lower cost and includes server monitoring but no off-site backup. The premium plan includes a more generous amount of data storage – as well as a price per each GB after that limit – and full backup monitoring and management. Flat Rate:Some experts advocate selling cloud backup as a single flat rate per user. The advantage here is that the customer won’t see the price per GB and therefore won’t see any fluctuations in cost as they use more storage. That simplifies pricing regardless of how many devices or servers are backed up, which appeals to business customers. Origineleconclusie:Of the three, I recommend the bundled service offering. It provides for 100 percent market penetration, increases revenue and profit for the MSP, and offers the most complete protection for the customers’ data. Customizing pricing by market segmentOnce you’ve identified your prospects, it is valuable to tailor solutions to meet their needs. The more “generic” your solution is, the higher risk of inviting unwanted competition you run. For a look at what you might face, search “online backup” to see what free or inexpensive solutions your prospects may consider alongside yours if you don’t bring industry-specific awareness and tailored functionality to your solution.
- Talk about how partners can use backup as part of a managed services package. Talk about how many SMB IT Providers are moving from a reactive break/fix model to a managed services model with recurring revenue and a better ongoing relationship with their customers. Another concept to hit on is to mention how Server and Desktop backup is the low hanging fruit for disaster recovery planning and the best first step.
- Talk about how partners can use backup as part of a managed services package. Talk about how many SMB IT Providers are moving from a reactive break/fix model to a managed services model with recurring revenue and a better ongoing relationship with their customers. Another concept to hit on is to mention how Server and Desktop backup is the low hanging fruit for disaster recovery planning and the best first step.
- Feature comparison at a glance
- 3 pillars:ProductPricingPartnerHigh/enterprice class en but Simplicity, volledig: fully integrated, alles ondersteunend
- SECURITY: Users of free unmanaged cloud services generally and reasonably take it for granted that they retain ownership and control over access to, and use of, their data. But a closer look at free providers’ SLAs reveals this is not the case. In exchange for free storage, users often give up actual ownership of their data. Given recent headlines around data mining and reselling, now is a particularly good time to educate customers on the potentially devastating risks associated with using free services. RTO (RECOVERY TIME OBJECTIVE): It is critical to educate your customers on the distinct and equally important functions of cloud-based data storage vs. data recovery. The driving force behind cloud- based data storage is access, while the driving force behind recovery is business continuity. It is common for customers to assume that restorations from backups are instantaneous, or close enough. This presents an opportunity for you to educate them on the realities of the restoration process and time requirements, and to explain how your cloud based backup and recovery solution is tailored to minimize downtime in the event of server failure or disaster. Asking customers whether they have ever tested their current recovery solution helps to reveal that process’ weaknesses and clarify the risk-benefit analysis associated with your solution. Industry Regulations Certain industry verticals (banking and finance, education, government, healthcare, legal, manufacturing and retail, for example) have regulatory requirements concerning how data must be protected and stored. Failure to comply with regulations may result in significant fines even if no data breach or disaster occurs. Learning about each industry’s specific regulations will help position you as an expert and valuable partner. Also, given that regulations and technology are both continuously evolving, you may well end up educating customers on regulations and associated business risks of which they were previously unaware. This can only strengthen your position as a trusted and reliable partner.
- Partner Program comes with:Training free, mandatory because we want our partners to get the most out of cloud backupRely on your succes, we have seen things work and not work so we help you to setup, train sales people, breakfast meetings etc.