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0940 Jeremy Bevan, Cisco

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Tech marketing in 2016 – where are we now and where are we going?

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0940 Jeremy Bevan, Cisco

  1. 1. Jeremy Bevan Vice President, EMEAR Marketing, Cisco @jeremybevan The journey so far… Cisco’s Marketing Ambition
  2. 2. Fuel the Commercial Business Culture of Marketing and Sales Connect the Marketing Teams
  3. 3. Sales Acceptance Marketing Qualified Responses Sales Qualified Leads MARKETING SALES Booked Opportunity Moment of Truth Common Language Finding a Language that Everyone can Teach, Learn, Understand, and Apply
  4. 4. GOALS
  5. 5. FY14 – FY15 FROM PLAN TO RESULTS $- $50 $100 $150 FY14 Target - $250 Million FY15 Target - $1.024 Billion Targets Targets $113.2M Total Q1 Opportunity Value $221.4.3M Total Q2 Opportunity Value $264M Total Q3 Opportunity Value $329.5M Total Q4 Opportunity Value $219.4M Total Q1 Opportunity Value $434.9M Total Q2 Opportunity Value $630.8M Total Q3 Opportunity Value $671.5M Total Q4 Opportunity Value Actual Results
  6. 6. Source: Sirius Decisions, The Marketing Organization in 2017 67% of the customer’s journey is now done digitally
  7. 7. 57% of the purchase decision is complete before a customer even calls a supplier 67% of the customer’s journey is now done digitally Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End of Solution Sales
  8. 8. Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study; Hubspot 2012; IDC 2012 EAG Buyer Experience Survey use support forums and technical discussions to inform the purchase decision 60% of B2B buyers use social media during the purchase process (LinkedIn, Twitter, Facebook) 85% of customers initiate the first step in the buying cycle, not sales 90%
  9. 9. The Business of REAL TIME!
  10. 10. @DMScott / #mktgvelocity
  11. 11. @DMScott / #mktgvelocity
  12. 12. New Digital Businesses World’s largest taxi company owns no taxis. The largest accommodation provider owns no hotels. World’s largest movie house owns no cinemas.
  13. 13. Our Vision Is to be an Innovative Leader In Real-time, Personalized Marketing and Communications. Our Opportunity Lies in Creating Unified, Omni-channel Digital and Human Experiences.
  14. 14. Customer Experience Has To Be Our North Star
  15. 15. The skills evolution of the marketer.
  16. 16. Content your Customers want to Engage with
  17. 17. -Ken Kesey, author of “One Flew Over the Cuckoo’s Nest” “To hell with facts. We need stories!”
  18. 18. Primary • U.K • France • Germany Secondary • Eastern Europe • Southern Europe • Northern Europe • Russia • Middle East • Africa 9 Content Teams Closer to the customer
  19. 19. Contagious Content 122k Total Engagements 455 Retweets 420k Video Views >350 New Followers 117k Media Engagements 1.6k Social Responses 750 Favourites 5.5k Clicks
  20. 20. Swimlanes: Our Customer’s Journey
  21. 21. Swimlane: Content Consumption $25k Switch Booked Revenue Software upgrades Collaboration product pages
  22. 22. Connected Intelligence
  23. 23. 1. Disrupt yourself. 2. Partner with the business. 3. Do you have the right resources? 4. Content is King! 5. Use technology. Customer Experience

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