Borderless Networks Sample Marketing Planfor Partners

Push/Pull MarketingPublic RelationsDirect MarketingWebsitesAdvertisingSocial Media

Targeted and competitive offer to the customer

Marketing Activities and the customer journey

SalesTurning

leads into prospects

Sales Engagements

Generating Leads

Awareness

Customer EventsDemonstrationsPersonal Selling

Develop targeted value propositions based on knowledge of the customers’ business issues

Telemarketing

Solution demonstrations

Finance offers

Service options

Business Goals(Focus on Borderless Networks)

1- Increase sales of Borderless Network solutions to customers who have competitive networking products installed

Target Audience 1- Traditional network decision makers, with Cisco solutions and/or with competitive solutions

2- Customers who have Cisco Borderless Network Solutions installed (switches, routers, security, wireless) but not the latest innovations

2- Target existing customers who have older switches, routers, security or wireless solutions

3- Increase pipeline with a Borderless Network architectural approach to help identify up sell, cross-sell and migration opportunities.

3 – Customers who have Cisco equipment, but not the complete Borderless Network solution for cross-sell and up sell opportunities

Marketing Goals (measurable and time-bound)

1- Number of customers who attend the Borderless Networks event

Marketing Mix (on line, PR, advertising, event, etc)

1- Online content on website

2- Number of customers who book a 1:1 meeting with the sales team following the event

2- Demand generation assets including email, direct mail, newsletters

3- Number of customers who booked a 1:1 meeting with the sales team following the demand generation telemarketing

3- live and virtual events

4. Pipeline generated from the 1:1 meetings

Marketing Plan – Borderless Networks

Weeks Marketing Activity Budget Estimate $

1 Identify companies to be targeted with the sales team. This list could include purchased contacts, or current customers. Outline the key marketing activities to be included in the plan and the metrics for each activity. If including events, put a date in the calendar, check location availability and send a save the date to the sales teams.

Prices vary for list purchases

2 Define web strategy and update website with Borderless Networks content. This could include• Borderless Networks banner ads• Relevant keywords for online advertising• Subscribing to Shared Vue content (US only)• Post links to relevant videos, white papers and tools as listed in the playbooks. Cisco delivers demand generation resources in a format called playbooks. These playbooks contain tools, offers, scripting and messaging associated with the campaign.

$250 one time cost for SharedVue

Online advertising cost is based on vendor and usage

3 Create and send a Borderless Networks focused email or newsletter. Copy blocks are available on Partner Marketing Central that can be used for content. Check metrics on hits and number of emails read by customers.

Use the Partner Marketing Central email marketing manager tool for your outbound email campaigns when mailing to your own permission-based contact list. Create Facebook page for customers to visit and learn more about Borderless Networks

Follow Cisco Borderless Networks twitter profile- Customizable email templates available through Partner Marketing Central – See Borderless Networks Campaigns

No cost

Weeks Marketing Activity Budget Estimate $

4 Create an event through Partner Marketing Central using the Event Center management tool. Send email from a Borderless Network campaign to invite customers to a Borderless Network event (live or virtual).  Update your website with event information and include the Partner Marketing Central Event Center registration link If not hosting an event, send email from Borderless Network campaign promoting a special offer (network assessment, product bundles, see Playbooks for a complete listing of offers that may be used)

No cost if using Partner Marketing Central

5 If hosting an event:•Telemarketing campaign for customers to register for Borderless Networks event• Download playbook for scripting information from partner marketing central • Arrange training session for sales team using training resources on Partner Central, or contact your local Cisco Channel Account Manager• Prepare hand outs for customers and send internal communication update  If sending an offer email:•Telemarketing campaign for customers who you emailed with the goal of setting an appointment for a 1:1 meeting•Download playbook for scripting information from partner marketing central•Promote additional offers as listed in the playbook

No cost

Weeks Marketing Activity Budget Estimate $

6 •If hosting an event, send reminder email to customers for face to face event•If telemarketing for 1:1 appointments, continue contacting prospects

Customizable event email templates available through Partner Marketing Central – See Borderless Networks Campaigns

Free of charge if using Partner Marketing Central

7 If hosting an event which focuses on business issues, create testimonials from customers and upload to YouTube, Facebook page or website

Cost depends on location if live event -approx $3000USD

8 Event follow up: • Send communications to customers following event, include offer using Cisco Borderless Network promotions• Invite strategic customers or prospects to a Borderless Networks face to face demo• Offer strategic customers a customized proposal on how they can benefit from Borderless Networks solutions in a 1:1 meeting• Use Enabling Borderless Networks customer presentation in these follow up meetings with business decision makers

Free of charge if using Partner Marketing Central

Weeks Marketing Activity Budget Estimate $

9 Begin planning for next quarter – apply for Co-Funding from Cisco * Funding is available based on your theatres' rules and requirements

10 Host Demonstrations and follow up 1:1 meetings with customers No cost

11 Create and send Borderless Networks newsletter or email to target audience

Customizable email templates available through Partner Marketing Central – See Borderless Networks Campaigns

No cost

12 • Evaluate leads from events, and 1:1 meetings with customers.• Create metrics/report summary and follow up actions in next quarter.• Create case studies following successful implementation and post on website

No cost

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Campaign US & Canada

Emerging Europe Greater China

APAC Japan

Transforming the Branch Experience

✔ ✔ ✔ ✔ ✔

Switch on Cisco ✔ ✔WLAN Start Kit for Healthcare ✔ASA Network ✔Business Mobility with a Smart Business Architecture

Borderless Networks – Campaign MatrixCustomizable Assets Available for these campaigns

Business Mobility with a Smart Business Architecture: For AG Plus partners only in Europe

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 99

Transforming the Branch Experience

Campaign DescriptionUse this play to reach out to traditional network buyers who want to transform their users´ branch and teleworking experience.

These users gain expanded collaboration capabilities, higher performance, and innovative services through the Borderless Networks architecture and the new ISR Generation 2.

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Campaign Partner Marketing Central Campaign Page

Borderless Networks: Transforming the Branch Experience

Campaign PurposeEngage with loyal customers to communicate the expanded capabilities and competitive differentiation delivered with the next-generation ISR platform with its integrated services and innovative services delivery capabilities

Partner Marketing Central www.cisco.com/go/partnermarketing

Check on your Partner Marketing Central division if this is already available in your local language.

Theater Availability: Global

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Customizable Asset Example

Borderless Networks: Transforming the Branch Experience

Postcard – direct mail

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Customizable Asset Example

Borderless Networks: Transforming the Branch Experience

Email

Borderless Networks: Transforming the Branch Experience

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Standard Email

Standard Postcard

Event Email Industry Email

Event

Solutions Email

Solutions Postcard

Invite Healthcare Create a Live Event

Reminder Manufacturing Create a Virtual Event

Thank You Migration

We Missed You Horizontal

Teleworking

UC

Borderless Networks: Transforming the Branch Experience

Customizable Assets Available for this Campaign

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14141414

Switch on Cisco

Campaign Description

Switch on Cisco is developed to help you target and engage customers that initially have opportunities for Cisco switching solutions and then potentially could have opportunities for cross-sell, up-sell, and migration.

The focus of this play is on driving customers towards borderless access technologies as a foundation for deploying network services including Cisco EnergyWise, Medianet and Cisco Trustec. Switch on Cisco provides tools to help communicate unique Cisco competitive advantages that help your customers reign in energy costs, harness the power of video with their employees and customers, and deliver a secure, seamless experience wired or wirelessly.

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Campaign Partner Marketing Central Campaign Page

Switch on Cisco

Campaign PurposeSwitch on Cisco” is developed to help you target and engage new prospects and existing customers that have opportunities for Cisco® switching solutions and potentially cross-sell, up-sell, and migration opportunities of Cisco Integrated Network Solutions.

Partner Marketing Central www.cisco.com/go/partnermarketing

Check on your Partner Marketing Central division if this is already available in your local language.

Theater Availability: Europe and Asia Pacific

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Customizable Asset Example

Switch on Cisco

Postcard – direct mail

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Customizable Asset Example

Switch on Cisco

Email

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Standard Email Standard Postcard

Event Email Event

General Email Solutions Postcard Invite Create a Live Event

Reminder Create a Virtual Event

Thank You

We Missed You

Switch on Cisco

Customizable Assets Available for this Campaign

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Campaign Partner Marketing Central Campaign Page

WLAN Starter Kit for Healthcare Campaign

Campaign PurposeThis campaign allows you to talk to Hospital customers about a first experience with a Mobility Solution at very low cost by using Cisco's WLAN Starter kit offering and business applications, such as Mobile Care Devices.

Partner Marketing Central www.cisco.com/go/partnermarketing

Check on your Partner Marketing Central division if this is already available in your local language.

Theater Availability: Europe

20202020

Customizable Asset Example

WLAN Starter Kit for Healthcare Campaign

Postcard – direct mail

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Customizable Asset Example

WLAN Starter Kit for Healthcare Campaign

Email

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22222222

WLAN Starter Kit for Healthcare Campaign

Standard Email Standard Postcard EventSolutions Email Solutions Postcard Create a Live Event

Create a Virtual Event

Customizable Assets Available for this Campaign

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Campaign Partner Marketing Central Campaign Page

ASA Network

Campaign PurposeASA Network campaign you can extend your marketing reach and improve awareness of Cisco technologies and solutions. These materials can help you generate new leads, sell services to existing customers, improve branding, and introduce new revenue possibilities. Here you will have a choice of several different resources and assets to fit your needs. Partner Marketing Central www.cisco.com/go/partnermarketing

Check on your Partner Marketing Central division if this is already available in your local language.

Theater Availability: Europe

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Customizable Asset Example

ASA Network

Email

Use the Power of Video – Share with Your Customers

Marketing activity template