Q&A with Olivia (Ross) Taylor, Director of CRO at Directive Consulting

MEDIA 7 | June 25, 2019

Olivia Taylor, Director of CRO at Directive Consulting has 10 years of working experience in graphic designing and has expert knowledge in CRO/UX in landing pages and websites designing.

Olivia was recently nominated for the Orange County Business Journal's Top 25 Women in Business Awards.

MEDIA 7: What’s your superpower?
OLIVIA TAYLOR: I would like to think my superpower is empathy. That’s part of what CRO is: figuring out and understanding what’s going on through people’s minds and finding out what people need and want.

M7: Does it point to user intent, a term generally used in Account Based Marketing?
OT: 
Yes, exactly that. Because I’m able to basically understand where the consumer and the buyer is coming from, I can better optimize my clients’ websites, change that language in the headline and the subhead to relate to the customers’ pain points and better describe the benefits of what my client can provide to them.

M7: Your career spans an impressive 8 years from a Graphic Designer to being a Director of CRO at Directive Consulting. What attracted you to this industry, and how does Directive Consulting fit into your story?
OT:
I became a designer because all other subjects in school were boring. 2+2 will always be 4, but with design, there are so many possibilities - so many different solutions to a problem. Plus, I always loved drawing and creating.
While going to school, I worked as a designer at a few different places. Then upon graduating, I worked at a tech company in-house but it just wasn’t for me. I moved on to an agency that was full-service, but that also was not the right fit. After that job, I ended up at a PPC agency where I learned about CRO. I started there as just a designer and left there as the Director of CRO.

Using the skills I learned there, I was able to join the upstanding company that is Directive where I’m learning so much more, and doing so many more awesome things than I did at any other job and it has been amazing. It’s so wonderful to work at a place that is professional and that takes the work so seriously, only striving to be the best at being different. 


"The best way we can convince the customers is that we need to address what our client does, that no other competitor can do."

M7: Could you tell us about your best practices for creating an ideal customer experience?
OT: 
A functioning website that loads quickly
Easy navigation and user experience
Clear offerings and clear unique value propositions (what is it that you do that no competitor does?)
Great social proof (testimonials and case studies from current clients, awards, etc)

Great customer service: prompt support, regular email check-ins to see how your customer is doing, offer deals and promotions - all of these things keep a customer coming back for more.

M7: While creating a unique value proposition, how do you drive in the utility? In other words, how do you convince the customer about the uniqueness of your service?
OT: 
We definitely have to utilize this through the headline and anywhere in the hero section of the landing page or the homepage because that’s where people are landing first and you need to be able to grab their attention in the first five seconds. So, the best way we can convince the customers, is that we need to address what our client does, that no other competitor can do.

If you can say we’re the only platform that does x, y, and z, that is a great unique selling point. Another thing to consider is backing up your clients with data. If you are offering some sort of platform that will save me time on the implementation of a process, then tell me how much time I’m going to save. If you say, “Cut down your execution time by 90% with our platform” that’s a unique value proposition. That shows the benefit to the user there, and that will entice users to click through and complete the form. So, gaining conversions is usually based around giving real data that explains exactly what value the visitors are going to see or how much money is going to be made or saved, and how much time is going to be saved to solve a problem with this solution. The other side of the coin is “we are the only ones that do x y z” and that will basically set a business apart from their competitors.

M7: How does collaboration and communication come into play in your role?
OT: 
It’s the entire job. I oversee a design team and I need to make sure my team is not only communicating with me but communicating with other departments. PPC, SEO, and CRO must all work together to get the job done and we’re stronger together than apart. I have daily follow-ups on different accounts, weekly meetings, client sync ups - whatever it takes to make sure that I and the rest of the team have complete transparency into what is happening with these accounts so that we can assist in whatever way we can. We want our specialists and account managers to own their strategy, but the directors are responsible for approving the strategy and improving it if needed.


"As designers, we need to remember that form follows function, so we must be sure that this information is easily accessible, that the message is clear."

M7: What are the biggest mistakes you see businesses making when attempting to optimize their site to increase conversions?
OT:
These companies spend tens of thousands of dollars on a rebrand which will be done by a branding agency that has no knowledge of designing a site for increased conversions. Too many times we’ve had clients come in that just had a rebrand done and their conversions plummeted. So we will go in and audit the site to find out what is causing the problem. Too often, design takes over function but we must always remember that form follows function. As an example, the white space in the new site may be beautiful, but none of your visitors can even see what you’re offering until they get halfway down the page. Things like this are the biggest issues we see.

Also, with too many changes implemented at once, it makes it harder to pinpoint what caused the drop in conversions. It’s often times all of the things combined together that caused the problem. If a company is going to focus on increasing conversions, the changes need to be based on data and not on whims or best practices. Data doesn’t lie.

M7: What is the most challenging part of doing a conversion optimization project? What type of resource commitment do you require from your team?
OT:
The most challenging part is that the results cannot be guaranteed. Our tests are based on data but they’re just that: a test, a hypothesis. Nothing is written in stone. 9 out of 10 times I will be right in my hypothesis, but there will always be a test that fails. We still celebrate the failure because we still learn from it. We can find out why the test didn’t work and use it to narrow down on what will work.

As far as resources are concerned, we want to make sure that we’re testing at least a few things each week per client. We use Hotjar for qualitative research as well as Google Optimize for on-page testing, and Instapage/Unbounce for landing page testing. Reporting is a big part of our deliverable so a good amount of our time is spent gathering the data and providing insights to the client.

M7: According to you, what prompts a visitor to scroll down to the bottom of a webpage?
OT: 
Usually you would have to have a message that entices them in the hero section of the landing page. Just like we discussed about the UVPs, we need to show the customer right when they land on the page, that this is the solution for your problem. That will entice them to scroll down. You can sometimes kind of coax people to scroll down: I like to use false CTAs to get more information and if they click that CTA, it will scroll down to the benefit section on the page and that will get people to start scrolling. And from that benefit section you could have a CTA linking to the case studies on the landing page and get them to scroll down even further on the page.

The main issue is people think of redesigning their page to look better and they see horrible conversions because it may be beautiful but it’s not functional. The messaging is vague and does not relate to what it is they do as a company that’s better than anybody else. They don’t adjust the benefits, and they’re too stuck on this flowery and technical language that a lot of SaaS companies like to use. So, the biggest thing is being very upfront with what you do in layman’s terms, making it as clear as possible to the lowest common denominator, so that you have a potentially larger pool of leads versus only having that technical jargon that only a few may understand. This usually relates a lot to B2B and SaaS clients. They get really hung up on their own language that’s very technical but the common man that needs their service doesn’t understand that...just tell them what the benefit is.

So, to summarize that long rant: basically, make sure that the messaging is clear about the benefits right away, then use CTAs on your page to entice people to keep scrolling so they continue to learn more. Keep people engaged and reading, section by section.


"Gaining conversions is based around giving real data that explains what value the visitors are going to see or how much money is going to be made or saved, and how much time is going to be saved."

M7: In a world where anyone can start a web-based business, generating trust is more important than ever before. Considering this, what impact does design have on revenue?
OT: 
It has a huge impact. If you land on a site that is poorly designed - it’s ugly, it’s confusing, you have no idea what they sell - do you think you would stay on that site for long? No, you’d go to a site that has a clear hero image showing the product and how it works, and a headline that explains what sets it apart from any other competitor product. The way information is presented is just as important as what information is being said.




One-size-doesn’t-fit-all and I’ve seen pages that - funny enough - looked horrible but converted better than the redesign we did, just because the form was more readily available. All the information was above the fold and it looked really scrunched. However, the customers got whatever they needed right away and that was what was important. So even when you’re seeing this image of bad vs good, we could argue that maybe the option on the right still won’t convert because it’s not quite explaining any unique value composition. It has a lot of beautiful imagery but it’s not getting to the point. Although these full-width websites with huge images is the trend, I think it needs to be taken with a grain of salt and used sparingly; and it needs to be dialed back a bit when it comes to conversions. You have these big beautiful images and people have to scroll very far just to get down to the first paragraph which is not good for conversions even though it’s trendy. As designers, we need to remember that form follows function, so we must be sure that this information is easily accessible, that the message is clear and if it is, then great! The beauty comes after that, but messaging has to be clear, concise, and easily understood.

M7: Directive Consulting ranks #1 on Google for “SEO Agency”. What SEO strategies and tools does the company leverage to channelize its sales campaigns?
OT: 
On page SEO and targeted guest posting with keyword driven anchor text. Then we continually write content around SEO and internally link back to our core SEO page.

M7: As a child what did you want to be when you grew up?
OT:
I wanted to be a speleologist (a cave scientist) for years. I was obsessed with caves, stalactites, and stalagmites. I’ve always been interested in maths and sciences, but there are dangers tied to being a cave scientist so I gave up on that. I still sometimes wonder what would have been if I had gone into the sciences instead of design. Maybe I’ll try it out in a few years!

M7: That sounds interesting! Have you visited caves in your earlier days?
OT: Yes, I did visit just a few caves, nothing big like the Man of the cave or Carlsbad cavern but as a child I was very interested in science – Biology, Zoology, Geology just the world around me and caves are interesting because they��re the dark places that not many people go to. I love history, I love biology so I think caves are kind of that interesting combination of both cause they’re ancient and they have these creatures that are so bizarre you know, like these blind salamanders which is like a different world there. I got very fixated on that for a few years as a child, reading all the books I could about it. I had my mind set, this is what I was going to do and I didn’t take into account the dangers of being a cave scientist. You’ll have to get into tight little spaces and there could be cavemen, you could get lost and stuck. Me being a homebody and kind of a bookworm, I decided, you know, maybe this is not the path for me, but I was also an artistic child. I was drawing all the time and that’s how I ended up in design school instead. So a very different path, but I still love science and history so I might dabble in it later in my life but for now it’s been design.

ABOUT DIRECTIVE CONSULTING

Directive does beautiful search marketing for B2B and enterprise companies that share our values. We redefine the global standard for how marketers work, live, and grow. We are a group of SEO, PPC, and content experts who are passionate about working with the best B2B brands in the world. When we are not executing ROI driven campaigns, you can find us drinking cold brew, volunteering in our community, or playing an intense game of ping-pong.

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The survey also revealed 85% of organizations using multiple data protection vendors see a benefit in reducing their number of vendors. Furthermore, it revealed that organizations using a single data protection vendor incurred 34% less cost recovering from cyberattacks or other cyber incidents than those who used multiple vendors. "With virtually everything connected to the internet in today's digital world, the need to protect valuable data is more important than ever, This digital landscape requires a modern data protection and security strategy to address cyber threats. Point solutions don't go deep or wide enough to help protect organizations. Dell helps customers strengthen cyber resiliency by offering integrated data protection software, systems and services to help ensure data and applications are protected and resilient wherever they live." Jeff Boudreau, president and general manager, Infrastructure Solutions Group, Dell Technologies The GDPI survey found that 91% of organizations are either aware of or planning to deploy a Zero Trust architecture – a cybersecurity model that shifts how organizations approach security from relying solely on perimeter defenses to a proactive strategy that only allows known, authorized traffic across system boundaries and data pipelines. However, only 23% are deploying a Zero Trust model and 12% are fully deployed. With embedded security features designed into the hardware, firmware and security control points, Dell's holistic approach helps organizations achieve Zero Trust architectures to strengthen cyber resiliency and help reduce security complexity. The simplest path to modern data protection Dell continues to deliver innovation for its data protection software, Dell PowerProtect Data Manager, to help organizations simplify their IT operations and reduce risk. PowerProtect Data Manager software addresses the increasing need for cyber resiliency and supports Zero Trust principles with new built-in operational security capabilities, such as multifactor authentication, dual authorization, and role-based access controls. The Dell PowerProtect Data Manager Appliance offers a simple path to adopt modern data protection. The debut system is ideal for small and mid-sized use cases with support that scales from 12 to 96 terabytes of data. The appliance offers customers a: Modern, software-defined architecture: Allows automated discovery and protection of assets and delivers unique VMware protection with Transparent Snapshots to ensure the availability of all VMs without business disruption. Secure, cyber resilient solution: Provides more secure access to restricted functions with Identity and Access Management to strengthen cyber resiliency. Simple, unified user experience: Delivers software-defined data protection, making it easy to deploy and use. "Dell PowerProtect Data Manager simplifies our backup environment, giving us the business agility needed to protect our data as we digitally transform," said James McNair, vice president, distributed systems manager, Trustmark Bank. "With the new PowerProtect Data Manager Appliance, we can more simply deploy Data Manager across our infrastructure, helping us be more efficient and strengthening our cyber resiliency." Dell expands cyber recovery for fast, easy-to-deploy public cloud vaults PowerProtect Cyber Recovery for Google Cloud enables customers to deploy an isolated cyber vault in Google Cloud to more securely separate and protect data from a cyberattack. Unlike standard cloud-based backup solutions, access to management interfaces is locked down by networking controls and can require separate security credentials and multi-factor authentication for access. Organizations can use their existing Google Cloud subscription for purchasing PowerProtect Cyber Recovery through the Google Cloud Marketplace, and the service can be acquired directly from Dell and its channel partners. The new offering marks the latest expansion of Dell's cyber recovery capabilities for public clouds, following this year's introduction of Dell PowerProtect for Microsoft Azure and CyberSense for Dell PowerProtect Cyber Recovery for AWS. Dell APEX simplifies backup storage with flexible consumption options Dell APEX Data Storage Services is expanding to offer a Backup Target option to provide more secure backup storage in a pay-per-use, flexible consumption model. The Backup Target service is easy for customers to adopt and streamlines the process of purchasing, deploying and maintaining backup storage. Building on Dell's leadership in data protection appliances and software1, the Backup Target helps reduce a customer's storage footprint and can increase data availability. The new Dell APEX Data Storage Services Backup Target offer will support the increasing reliance on as-a-Service offerings to help overcome data protection challenges. Nearly every GDPI respondent (99%) identified at least one as-a-Service offering as a high priority to help overcome challenges for their organization. Storage as-a-Service (44%), Cyber Recovery as-a-Service (41%), and Backup as-a-Service (40%) ranked as the top three as-a-Service priorities. Dell expands Future-Proof Program with new Cyber Recovery Guarantee With cyber threats increasing and data becoming more valuable than ever, Dell plans to introduce in January a new Cyber Recovery Guarantee2 to provide assurance to customers that their data will be recoverable following a cyberattack. Dell will provide customers up to $10 million in reimbursement for qualifying expenses to assist in the recovery of data from ransomware and other cyber incidents in the event restoring data is not possible with Dell solutions. The guarantee is designed to increase customer comfort and confidence in choosing Dell Data Protection Solutions, whether for data in production or, more securely, in a cyber vault. This new cyber recovery guarantee expands the Dell Technologies Future-Proof Program, which also includes a Data Protection Deduplication Guarantee3. Additional quote Seife Teklu, senior solutions architect, Arrow Electronics "The integrated Dell PowerProtect Data Manager Appliance is easy to use and quick to deploy. This system will be a compelling option for our small to medium-sized customers needing to modernize data protection to help reduce risk and ensure business continuity." Availability Dell PowerProtect Data Manager Appliance is globally available this month in more than 30 countries across North America, Latin America, Europe and Asia Pacific. Dell PowerProtect Data Manager software is globally available today. Dell PowerProtect Cyber Recovery for Google Cloud Platform is globally available today. Dell APEX Data Storage Services Backup Target will be globally available in the first quarter of 2023 in 16 countries across North America, Europe and Asia Pacific. Dell's new Cyber Recovery Guarantee will be available in the US starting in January 2023. About Dell Technologies Dell Technologies helps organizations and individuals build their digital future and transform how they work, live and play. The company provides customers with the industry's broadest and most innovative technology and services portfolio for the data era.

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VIAVI and VMware Announce Testbed as a Service for RAN Intelligent Controller Testing

Viavi | November 25, 2022

Viavi Solutions Inc.today announced that it has signed a partnership agreement with VMware to drive standardized frameworks and metrics for RAN Intelligent Controller (RIC) testing. This testbed as a service will enable mobile operators to introduce programmability to the RAN and help accelerate the adoption of Open RAN. The RIC is a cloud-native central component of an open and virtualized RAN network, enabling the optimization of RAN resources through analytic processing and adaptation recommendations. The RIC takes advantage of native and third-party xApps and rApps – microservice-based applications operating in near-real time (near-RT) and non-real-time (non-RT), respectively – to enable operators to automate and optimize RAN operations at scale to reduce the operator's total cost of ownership, and to introduce innovative new services. VMware is focused on attracting and collaborating with a vibrant ecosystem of partners to help its operator customers adopt Open RAN with complete confidence. VIAVI has the most comprehensive portfolio of Open RAN test solutions in the industry and plays a leading role in defining test processes in the O-RAN ALLIANCE and Telecom Infra Project (TIP). The two companies will work together to demonstrate compliance with RIC-related requirements, assisting CSPs in validating the solution in the lab and scaling the solution to production. The industry-leading VIAVI TeraVM RIC Test and the VMware RIC will form a joint testbed as a service for testing, profiling, and validating third-party xApps and rApps. In addition to the framework, the two companies will work together to drive industry consensus around testing methodology and performance metrics. By having pre-built test cases and a standardized test method for the RIC and xApp/rApp, operators can reduce the time it takes to validate the solution in their lab, meaning they can move to a production environment faster. "Open RAN, by definition, depends on strong collaboration to drive innovation, and that's a perfect way to think about this partnership between leaders in their respective fields, The RIC represents a huge opportunity to the industry: Applying AI/ML techniques allows operators to simplify the management of complex 5G configurations and dynamically optimize the network to cater for new use cases, energy efficiency, and changing traffic patterns." Ian Langley, Senior Vice President and General Manager, Wireless Business, VIAVI "We're excited to work with VIAVI on helping move the industry forward to accelerate the adoption of Open RAN," said Lakshmi Mandyam, vice president, Service Provider Product Management and Partner Ecosystem, VMware. "Our companies share a vision of what it will take to address the challenges hindering adoption by simplifying the path for CSPs to test, profile, and certify third-party xApps and rApps through a common framework. VIAVI's leadership in Open RAN testing and VMware's leadership in RIC make this an ideal collaboration." About VIAVI VIAVI (NASDAQ: VIAV) is a global provider of network test, monitoring and assurance solutions for communications service providers, hyperscalers, equipment manufacturers, enterprises, government and avionics. VIAVI is also a leader in light management technologies for 3D sensing, anti-counterfeiting, consumer electronics, industrial, automotive, government and aerospace applications. Together with our customers and partners we are United in Possibility, finding innovative ways to solve real-world problems.

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Red Hat Helps Enterprises Modernize at Scale with New Migration Toolkit

Red Hat | November 23, 2022

Red Hat, Inc., the world's leading provider of open source solutions, today announced the general availability of Migration Toolkit for Applications 6, based on the open source project Konveyor, aimed at helping customers accelerate large-scale application modernization efforts. The toolkit enables customers to better assess, prioritize and modernize their applications across hybrid cloud environments on Red Hat OpenShift, the industry’s leading Kubernetes platform. Few would disagree that the technology landscape has shifted dramatically in recent years. According to Red Hat’s 2022 State of Application Modernization Report, organizations plan to modernize 54% of their custom applications during the next year, and over a quarter of these workloads during the next six months. In the medium term, respondents also reported that 80% of applications will be modernized in the next two years. It’s clear that the reliance on virtualization, as we currently understand it, has shifted. Organizations are embracing cloud-native technologies to meet heightened user expectations and market competition, but this doesn’t happen overnight. With Migration Toolkit for Applications and related services and offerings, Red Hat is helping customers modernize applications at their speed and on their timelines. Migration Toolkit for Applications is an integrated assembly of tools that support Java application modernization and migration projects at scale across a broad range of use cases. Now designed to help migration leads and developers find the best and most reliable modernization path forward, Migration Toolkit for Applications 6 includes: New application inventory and assessment modules that assist organizations in managing, classifying and tagging their applications while assessing application suitability for deployment in containers, including flagging potential risks for migration strategies. Full integration with source code and binary repositories to automate the retrieval of applications for analysis along with proxy integration including HTTP and HTTPS proxy configuration managed in the user interface. Improved analysis capabilities with new analysis modes, including source and dependency modes that parse repositories to gather dependencies and add them to the overall scope of the analysis. There is also a simplified user experience to configure the analysis scope, including open source libraries. Enhanced RBAC powered by Red Hat Single Sign-On, defining three new differentiated personas with different permissions to suit the needs of each user—administrator, architect and migrator—including credentials management for multiple credential types. Administrator perspective to provide tool-wide configuration management for administrators. Open source community drives containerization leap Kubernetes is fueled by a vibrant open source community and to further drive adoption, Red Hat and IBM Research created Konveyor. Konveyor is an open source project aimed at helping modernize and migrate applications for open hybrid cloud deployments by building tools, identifying patterns and providing advice on bringing cloud-native transformation across IT. The Cloud Native Computing Foundation (CNCF) project forms the foundation for Migration Toolkit for Applications and with this set of tools, organizations can have deeper insight throughout their adoption process—whether they’re making decisions at the portfolio or application level. To learn more about the latest version of Migration Toolkit for Applications, visit the webpage here. “Hybrid cloud isn’t just the future of computing—it’s here now, and Red Hat is determined to give our customers the tools, direction and intelligence to help them bring their applications to this new world. We know that transformation doesn’t happen overnight, which is why Red Hat Modernization Toolkit for Applications is designed to accelerate modernization, not stifle it, by easing the process of bringing traditional applications to a hybrid cloud-ready platform with analysis and automation.” James Labocki, senior director, product management, Red Hat About Red Hat, Inc. Red Hat is the world’s leading provider of enterprise open source software solutions, using a community-powered approach to deliver reliable and high-performing Linux, hybrid cloud, container, and Kubernetes technologies. Red Hat helps customers integrate new and existing IT applications, develop cloud-native applications, standardize on our industry-leading operating system, and automate, secure, and manage complex environments. Award-winning support, training, and consulting services make Red Hat a trusted adviser to the Fortune 500. As a strategic partner to cloud providers, system integrators, application vendors, customers, and open source communities, Red Hat can help organizations prepare for the digital future.

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Dell Technologies Strengthens Cyber Resiliency with Multicloud Data Protection and Security Innovations

Dell Technologies | November 18, 2022

Dell Technologies is expanding its industry leadership in data protection appliances and software1 to help customers protect their data on premises, in public clouds and at the edge. The Dell PowerProtect Data Manager Appliance leads a series of advancements for multicloud data protection that are simple to use and easy to consume. Dell innovation in AI-powered resilience and operational security accelerates the adoption of Zero Trust architectures, helping protect organizations from the increasing threat of cyberattacks. The new solutions help address rising data protection challenges facing organizations. According to the 2022 Dell Global Data Protection Index (GDPI) survey, organizations have experienced higher levels of natural and modern disasters than in previous years, resulting in more data loss, downtime and recovery costs. In the past year, cyberattacks accounted for 48% of all disasters (up from 37% in 2021), leading all other causes of data disruption. The survey also revealed 85% of organizations using multiple data protection vendors see a benefit in reducing their number of vendors. Furthermore, it revealed that organizations using a single data protection vendor incurred 34% less cost recovering from cyberattacks or other cyber incidents than those who used multiple vendors. "With virtually everything connected to the internet in today's digital world, the need to protect valuable data is more important than ever, This digital landscape requires a modern data protection and security strategy to address cyber threats. Point solutions don't go deep or wide enough to help protect organizations. Dell helps customers strengthen cyber resiliency by offering integrated data protection software, systems and services to help ensure data and applications are protected and resilient wherever they live." Jeff Boudreau, president and general manager, Infrastructure Solutions Group, Dell Technologies The GDPI survey found that 91% of organizations are either aware of or planning to deploy a Zero Trust architecture – a cybersecurity model that shifts how organizations approach security from relying solely on perimeter defenses to a proactive strategy that only allows known, authorized traffic across system boundaries and data pipelines. However, only 23% are deploying a Zero Trust model and 12% are fully deployed. With embedded security features designed into the hardware, firmware and security control points, Dell's holistic approach helps organizations achieve Zero Trust architectures to strengthen cyber resiliency and help reduce security complexity. The simplest path to modern data protection Dell continues to deliver innovation for its data protection software, Dell PowerProtect Data Manager, to help organizations simplify their IT operations and reduce risk. PowerProtect Data Manager software addresses the increasing need for cyber resiliency and supports Zero Trust principles with new built-in operational security capabilities, such as multifactor authentication, dual authorization, and role-based access controls. The Dell PowerProtect Data Manager Appliance offers a simple path to adopt modern data protection. The debut system is ideal for small and mid-sized use cases with support that scales from 12 to 96 terabytes of data. The appliance offers customers a: Modern, software-defined architecture: Allows automated discovery and protection of assets and delivers unique VMware protection with Transparent Snapshots to ensure the availability of all VMs without business disruption. Secure, cyber resilient solution: Provides more secure access to restricted functions with Identity and Access Management to strengthen cyber resiliency. Simple, unified user experience: Delivers software-defined data protection, making it easy to deploy and use. "Dell PowerProtect Data Manager simplifies our backup environment, giving us the business agility needed to protect our data as we digitally transform," said James McNair, vice president, distributed systems manager, Trustmark Bank. "With the new PowerProtect Data Manager Appliance, we can more simply deploy Data Manager across our infrastructure, helping us be more efficient and strengthening our cyber resiliency." Dell expands cyber recovery for fast, easy-to-deploy public cloud vaults PowerProtect Cyber Recovery for Google Cloud enables customers to deploy an isolated cyber vault in Google Cloud to more securely separate and protect data from a cyberattack. Unlike standard cloud-based backup solutions, access to management interfaces is locked down by networking controls and can require separate security credentials and multi-factor authentication for access. Organizations can use their existing Google Cloud subscription for purchasing PowerProtect Cyber Recovery through the Google Cloud Marketplace, and the service can be acquired directly from Dell and its channel partners. The new offering marks the latest expansion of Dell's cyber recovery capabilities for public clouds, following this year's introduction of Dell PowerProtect for Microsoft Azure and CyberSense for Dell PowerProtect Cyber Recovery for AWS. Dell APEX simplifies backup storage with flexible consumption options Dell APEX Data Storage Services is expanding to offer a Backup Target option to provide more secure backup storage in a pay-per-use, flexible consumption model. The Backup Target service is easy for customers to adopt and streamlines the process of purchasing, deploying and maintaining backup storage. Building on Dell's leadership in data protection appliances and software1, the Backup Target helps reduce a customer's storage footprint and can increase data availability. The new Dell APEX Data Storage Services Backup Target offer will support the increasing reliance on as-a-Service offerings to help overcome data protection challenges. Nearly every GDPI respondent (99%) identified at least one as-a-Service offering as a high priority to help overcome challenges for their organization. Storage as-a-Service (44%), Cyber Recovery as-a-Service (41%), and Backup as-a-Service (40%) ranked as the top three as-a-Service priorities. Dell expands Future-Proof Program with new Cyber Recovery Guarantee With cyber threats increasing and data becoming more valuable than ever, Dell plans to introduce in January a new Cyber Recovery Guarantee2 to provide assurance to customers that their data will be recoverable following a cyberattack. Dell will provide customers up to $10 million in reimbursement for qualifying expenses to assist in the recovery of data from ransomware and other cyber incidents in the event restoring data is not possible with Dell solutions. The guarantee is designed to increase customer comfort and confidence in choosing Dell Data Protection Solutions, whether for data in production or, more securely, in a cyber vault. This new cyber recovery guarantee expands the Dell Technologies Future-Proof Program, which also includes a Data Protection Deduplication Guarantee3. Additional quote Seife Teklu, senior solutions architect, Arrow Electronics "The integrated Dell PowerProtect Data Manager Appliance is easy to use and quick to deploy. This system will be a compelling option for our small to medium-sized customers needing to modernize data protection to help reduce risk and ensure business continuity." Availability Dell PowerProtect Data Manager Appliance is globally available this month in more than 30 countries across North America, Latin America, Europe and Asia Pacific. Dell PowerProtect Data Manager software is globally available today. Dell PowerProtect Cyber Recovery for Google Cloud Platform is globally available today. Dell APEX Data Storage Services Backup Target will be globally available in the first quarter of 2023 in 16 countries across North America, Europe and Asia Pacific. Dell's new Cyber Recovery Guarantee will be available in the US starting in January 2023. About Dell Technologies Dell Technologies helps organizations and individuals build their digital future and transform how they work, live and play. The company provides customers with the industry's broadest and most innovative technology and services portfolio for the data era.

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