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- 1. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.
- 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 Push/Pull Marketing Public Relations Direct Marketing Websites Advertising Social Media Targeted and competitive offer to the customer Sales Turning leads into prospects Sales Engagements Generating Leads Awareness Customer Events Demonstrations Personal Selling Develop targeted value propositions based on knowledge of the customers’ business issues Telemarketing Solution demonstrations Finance offers Service options
- 3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Business Goals Focus on: Data Center Virtualization 1. Profitably increase Pipeline, Sales & Revenue for Cisco Data Center Virtualization Solutions Target Audience 1. Existing Cisco + VMware customers migrating to vSphere 4.0 with Nexus 1KV 2. Capture prospects early and earn trusted advisor role for virtualization strategy 2. Cisco Catalyst or Nexus customers not engaged in virtualization as yet 3. Cross-sell each opportunity with complementary Cisco technologies to offer complete solutions 3. Prospects considering new Data Center build-outs as a result of capacity or power limitations Marketing Goals Focus On: Specific Measurable Attainable Relevant Time-Bound 1. Number of respondents, attendees or opportunities for further engagement Marketing Mix Includes: Web, PR, Demand Gen efforts, Events, Advertising, etc) 1. PartnerGrid: Direct engage outbound and custom web content including offers 2. Conversion rate from Calls/ WebEx meetings to live, in person and on to proposals 2. Telemarketing: Qualify grid visits and drive attendance to live/WebEx events 3. Number of opportunities which convert to booked revenue 3. Live/WebEx events based on TBOTN white boarding and solution-selling
- 4. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 Step Example Marketing Activity – Server Virtualization Campaign Budget Estimate $ 1 Select key marketing activities to be included in your campaign. If including events, select a date, confirm speaker and venue availability and send “save the date” reminders to key stakeholders 2 Engage sales team to confirm list parameters for target prospects and begin sourcing list – internally or externally through a third party, ensuring you have the required data fields for your planned campaign activities Could be up to $3 per record for opt-in with e- mail addresses 3 Review your campaign plan with key stakeholders, secure the required budget. Define and agree upon key success metrics. 4 If considering an event, confirm dates and leverage free event registration site tools and customizable resources (invitations, reminders, etc), available through Partner Marketing Central 5 Leverage PartnerGrid for Server Virtualization Lead Generation 1. Review and customize campaign content wherever possible 2. Include short and compelling Flip videos as custom content 3. Upload prospect lists and define response notification parameters 4. Consistently review performance metrics within PartnerGrid 5. Include Cisco Capital messaging - insert DCV copy blocks and value props $1100 Set-up and 90 days subscription $450 for renewal (Estimated Pricing) 6 Leverage SolutionTrack for Server Virtualization to find available assets and resources related to technical and sales training. Also watch and learn to conduct white boarding sessions with scripts and guides 7 Leverage Telemarketing for Server Virtualization 1. Review campaign plan, assets and list with TM vendor 2. Customize and send outbound PartnerGrid e-mail communications 3. Conduct telemarketing to secure meetings and/or drive registrations Price varies by turnkey program and vendor selection 8 Leverage BoxPilot Guided Voicemail for Server Virtualization 1. Send follow-up voicemail to non-responders 2. Record and send 48-hour reminder for registered attendees Price varies by volume
- 5. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 Step Example Marketing Activity – Server Virtualization Campaign Budget Estimate $ 9 Confirm Event Registrations and Attendees 1. Confirm pertinent event details with registered attendees and staff 2. Prepare registration sheet, name badges, print surveys, etc Price varies by venue and event details 10 Conduct Hosted Events 1. Deliver white boarding sessions 2. Record and send 48-hour reminder for registered attendees Price varies by venue and event details 11 Follow-up 1. Send thank you notes to attendees 2. Call to schedule follow on meetings 3. Selectively consider individual sessions for “no shows” 12 Track & Report on Success Metrics 1. Analyze results and prepare report on success metrics 2. Identify root causes for any variances – Shortfalls or Exceeded Goals 3. Share information with Cisco and Cisco Capital to improve future campaigns
- 6. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 66 Campaign Asset Change Your Voice Campaign (US) Business Objectives: Drive awareness and accelerate sales for Small Business Voice solutions. Cisco Capital offers a whole new way to sell Cisco solutions. You can overcome customer budget objections by showing how your customers can spread their cost over time versus as larger upfront capital expense. Partner Marketing (PMC): https://www.ciscopartnermarketing. com SEARCH: “financing” or “Cisco Capital”
- 7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7