API Management Power Play
For Internal Use Only
November 2014
Abstract: / More and more companies are becoming interested in exposing Web APIs to create new sources of revenue, establish partner ecosystems, or simply leverage external innovation. This allows them to unlock the business value of their corporate assets, reach new customers, and quickly on-board business partners and third party developers.
webMethods API-Portal, the newest addition to Software AG’s API Management platform, enables companies to jump onboard the new API economy through these exposed “open” or public APIs. For the developer community to find, read about, discuss and try out your customer’s exposed APIs, they will need an API portal. The portal is used to expose API documentation and policies, manage the developer onboarding process, and foster collaboration between developers. It also allows developers to use the exposed APIs for creative new apps and mash-ups, extending your customer’s reach and supporting new devices.
Software AG’s API Management platform, an integrated end-to-end tool chain, manages the entire life cycle
of APIs, publishes and virtualizes APIs, protects API access, and manages their consumption. It is used to support and enable “mobile first” initiatives, hybrid integration scenarios, Internet of Things (IoT) connectivity, and servicing multiple devices.
Who are we talking to? / CentraSite customers who are expanding into API Management initiatives (SEE CONTACT LISTS BELOW).
CentraSite Customer Contact List from SaMS (NA)
Contacts for CentraSite Accounts from RainKing
For prospects, LOB Manager on the business side, or the Head of Application Development/Enterprise Architects on the technical side. In most cases, the business side will be funding related initiatives.
How does this play work? / Over a 6-week period NA Marketing and RSMs will target current CentraSite customers and RSM prospects with weekly emails (NA Mktg + RSMs) and phone follow up by RSMs to introduce API-Portal, and identify and convert potential buyers.
Week of / Asset / Action / Marketo Insight
(Text Email for RSMs) / Goal
10-Nov / Email: Expose Unique Assets as APIs (3 Minute Video) / NA Mktg Send HTML Email to All CentraSite Customers (NA) / NAM> Sales> PLATFORMS> WEBMETHODS> API Portal Video / Introduce webMethods API-Portal
RSMs Send Personalized Text Email to Select Customers & Prospects > Follow Up by Phone
17-Nov / Email: API-Portal: Jump On Board the API Economy (Fact Sheet) / NA Mktg Send HTML Email to All CentraSite Customers (NA) / NAM> Sales> PLATFORMS> WEBMETHODS> API Portal Fact Sheet / Provide API-Portal Product Basics
RSMs Send Personalized Text Email to Select Customers & Prospects > Follow Up by Phone
24-Nov / Email: See the Big Picture of End-to-End API Management (Infographic) / NA Mktg Send HTML Email to All CentraSite Customers (NA) / NAM> Sales> PLATFORMS> WEBMETHODS> API Management Infographic / Show How API-Portal Fits into End-to-End API Management
RSMs Send Personalized Text Email to Select Customers & Prospects > Follow Up by Phone
1-Dec / Email: API Management: Revolutionary or Evolutionary? (Whitepaper) / NA Mktg Send HTML Email to All CentraSite Customers (NA) / NAM> Sales> PLATFORMS> WEBMETHODS> API Management White Paper / Show How API Mgmt Grew Out of SOA Gov / How to Leverage Current SOA Assets
RSMs Send Personalized Text Email to Select Customers & Prospects > Follow Up by Phone
8-Dec / Email: Invitation to Live Demo on December 18th / NA Mktg Send HTML Email to All CentraSite Customers (NA) / NAM> Sales> PLATFORMS> WEBMETHODS> API Portal Live Demo Invitation / Drive Demo Registration
RSMs Send Personalized Text Email to Select Customers & Prospects > Follow Up by Phone
15-Dec / WebEx: Live Demo of API-Portal on December 18, 8am PT / 11am ET / NA Mktg & Product Marketing Hold Live Demo of webMethods API-Portal via WebEx / Identify & Educate Potential Buyers
RSMs Attend Live Demo
22-Dec / Follow Up to Live Demo / NA Mktg Send Follow Up Thanks You Email to All Registered / Attendees / Engage and Convert Potential Buyers to New Opportunities
RSMs Send Personalized Thank You Email to Select Registrants/Attendees > Follow Up by Phone
Ongoing / Social Media Promotion via Twitter, LinkedIn, Facebook, YouTube, Blog Posts on Reality Check / NA Mktg (w/ TechMarket) push content/links out to Software AG followers and Reality Check blog / Raise Awareness of API-Portal and Promote New Content
RSMs push content/links out to personal contacts
Intended Outcomes: / 1.  Introduce and cross-sell new webMethods API-Portal to existing CentraSite customers in North America
2.  Raise awareness of our API Management platform with our customers
3.  Sell webMethods API-Portal to select RSM prospect accounts
4.  Build 2015 pipeline for webMethods API-Portal in customer and prospect accounts
Start Date: / November 12-13, 2014
End Date: / December 22-23, 2014
Contact with Suspect initiated by: / Marketo
Outcall
SaMS Blast
Supporting Content: /
INTERNAL:
Prospecting Toolkit for API-Portal
CentraSite Customer Contact List from SaMS (NA)
Contacts for CentraSite Accounts from RainKing
EXTERNAL:
Website: webMethods API Management Platform
Fact Sheet: API-Portal: Jump On Board the API Economy
Video of webMethods API-Portal
Infographic: End-to-End API Management
Whitepaper: API Management: Revolutionary or Evolutionary?