Events as Part of the
Customer Journey & Marketing MixCisco Live Case Story
Gerd De Bruycker
Marketing Director Cisco
St. Petersburg, October 2016
Disrupt or Be Disrupted
Taxi ServicesUber / Lyft
Retail StoresAmazon.com
MusicSpotify
HotelsAirbnb
Print AdvertisingGoogle / Facebook
VehiclesTesla Motors
Point of SaleSquare
Your IndustryYour competitor?
The pace of change is accelerating - giving rise to the Agile Organization
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
Customer Journey
CONSIDERATION
EVALUATION
PURCHASE
LOYALTY
ADVOCACY
AWARENESS
Conversations at Any Point of the Customer Journey
Customer Engagement Continuum
Before During After
Events within the Customer Engagement Continuum
Event
Social
Register
Website
Online
Forums
Meeting
Trial
Demo
Research
Social
Meeting
Social
PressPress
Press
Webinars
Meeting
Digital Footprint – Attendee Profile
Before During After
• Increase discipline on event selection to align to audience and business priorities
Business Alignment
• Digitize Before-During-After Event Experience
• Right customers at the right events
Customer Experience
• Assess Event impact against all marketing goals, metrics and analytics, as part of engagement continuum
Impact
• Use all events as key customer touchpoint to enrich customer insight for marketing and sales
Marketing & Sales
Insight
Events Engagement
Feelings Emotional Journey Participant Concerns Current Participants Journey New Ideas for Participants Journey
Apprehensive
Excited
Intrigued
- Participant has not
previously attended CL
but he has most likely
heard of the event and
had one of his colleagues
attend.
- Why is he/she attending –
Does he want more
information on Cisco or
partner products?
Education? ITM? Is he
looking to purchase?
Does he have budget
authorisation?
- It is likely that he will be
looking for further
education on Cisco and
would like to find out more
about Cisco products
- What does Technology for
the future hold?
- This participant wants a
one- stop shop for
Learning more about
Cisco and our partners
• How do I register?
• How do I know what
sessions to attend?
• Who can I talk to/get
advice?
• Are there any
participants attending
that I know?
• How do I find out more
information about
products relevant to
my interest?
• I want to think about
which exhibitors I want
to connect with whilst
at the event?
• I want to be fully
prepared when I arrive
• What’s included in my
package
• Manager needs to
approve attendance
• Too many emails
• Hotel Accommodation
Pre-Registration
• Cisco Live Email
Communications (Wave 1, 2 & 3)
• Website
• Word of Mouth incl Cisco AM
• Social Media
• Partner Marketing/Promotions?
Once Registered
• Register to attend
• Registration Confirmation
• Book Hotel Reminder
• Reminder to schedule sessions,
book self certification, Book
MTExec and MTEngineer
• Call Center for enquiries not
answered on website
• Website
• Social Media Updates
• Partner Marketing/Promotions?
• Mobile App
• Name uploaded into Salesforce if
MDUT questions qualify
• AM follow-up
Pre-Registration
• Personalised Demand Generation –
What do we know about this persons
interests? What would make them
register e.g. sessions on a particular
architecture
• Digital Marketing Campaign – Paid for
Ads etc….
• 10 reason to attend CL/Get managers
Approval
• LiveChat on Website with Call Center to
answer any questions (managed by GPJ)
Once Registered
• Tracking behavior's on website & SM
• Introduce them to a NetVet
buddy/mentor program – Could be via
app or spark
• Comms – combine and limit emails
• First Timer Spark Room
• Personalised Agenda Suggestions
• Orientation Tours Pre-Event podcast
• Video teasers split by
architecture/personas
First Timers at Cisco Live
A more engaged customer is
more likely to buy
Index
A more engaged customer
builds a stronger relationship
… and drives a shift in perception
… drives a behavioral change
Events as customer
ENGAGEMENT accelerators
Emotional Connection
INTERACTIVE ENGAGEMENTS
UNPARALLELED
4.29 Meeting Village Score
465 Meet the Engineer Meetings (program overall 4.78)
74 Meet the Executive (50% YoY)
430 BUs Meetings
386 Walk in Self Paced Labs
238 Technical Solutions Clinic sessions
“The biggest benefit of cleur is to meet
Cisco engineers directly and the ability
to get their input on projects, design and
Roadmaps.”
"Direct access to best Cisco Engineers.”
“These MTE sessions are one of the
most important things for me at Cisco
Live. Extremely valuable!”
SOCIAL MEDIA REACH & IMPACT
EXTENDED REACH
21,678 social media posts during the event
(+36% YoY)
7,234 pictures uploaded
115,133,040 #CLEUR impression
17,862,618 @ciscoliveeurope impressions
"The best Social Media team
here at #CLEUR”
@mas_vie
ONLINE BROADCAST72 hrs streamed non-stop with a first time published
schedule for the rest of the world.
49 segment videos produced
16 hrs of live sessions broadcasted
80% of content was edited, encoded and on Cisco
Live Online or YouTube within 4 hrs of being live
900 separate elements broadcasted across the 72 hrs
BUSINESS IMPACT
Source – Exhibit Surveys, Inc.
PURCHASE AND USAGE PLANS
53% are interested in a product or service they were not aware of prior to the event.
52%
48%
will start evaluating a new Cisco product or technology.
will increase the level of deployment with a Cisco product or
technology.
84% will very likely (45%) or likely (39%) purchase Cisco products, services or solutions
as a result of attending.
BUSINESS IMPACT
FAMILIARITY
Avg. solution/product familiarity lift = +8 pts as a
result of attending Cisco Live (+7 pts in 2015)
Top 3 solutions/products:
•SP +32
•ACI +23
•DevNet (APIs and SDKs) +18
Avg. services familiarity lift = +13pts as a
result of attending Cisco Live
Top 3 services
• Analytics software services +19
• Cloud and managed services +17
• Security services +17
SERVICES FAMILIARITYSOLUTION/PRODUCT FAMILIARITY