Events as Part of the Customer Journey & Marketing Mix Cisco Live Case Story. Gerd De Bruycker Marketing Director Cisco St. Petersburg, October 2016

Transcription

1 Events as Part of the Customer Journey & Marketing Mix Cisco Live Case Story Gerd De Bruycker Marketing Director Cisco St. Petersburg, October 2016

2 # 1 Ever Changing Macro- Economic Environment

3 Disrupt or Be Disrupted Taxi Services Uber / Lyft Retail Stores Amazon.com Music Spotify Hotels Airbnb Print Advertising Google / Facebook Vehicles Tesla Motors Point of Sale Square Your Industry Your competitor? The pace of change is accelerating - giving rise to the Agile Organization

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6 # 2 Marketing Evolution

7 Behind every Mobile Device Company Name Social Interaction Search Query Marketing is B2Me

8 Customer Journey 67% of the customer s journey is now done digitally 57% of the purchase decision is complete before a customer even calls a supplier Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End of Solution Sales

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10 Marketing Vision Cisco

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12 # 3 Events as Part of the Marketing Mix, Customer Journey

13 Conversations at Any Point of the Customer Journey CONSIDERATION PURCHASE ADVOCACY AWARENESS EVALUATION LOYALTY

14 Experience Target Audience Objectives

15 Events within the Customer Engagement Continuum Customer Engagement Continuum Before During After Website Social Press Meeting Online Forums Register Social Event Meeting Demo Press Research Social Trial Press Meeting Webinars Digital Footprint Attendee Profile

16 Events Engagement Before During After Business Alignment Customer Experience Impact Increase discipline on event selection to align to audience and business priorities Digitize Before-During-After Event Experience Right customers at the right events Marketing & Sales Insight Use all events as key customer touchpoint to enrich customer insight for marketing and sales Assess Event impact against all marketing goals, metrics and analytics, as part of engagement continuum

17 Dreamforce

18 # 4 Audience Centricity Content Strategy

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20 Cisco Live

21 First Timers at Cisco Live 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 s Hotel Accommodation Pre-Registration Cisco Live 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 s First Timer Spark Room Personalised Agenda Suggestions Orientation Tours Pre-Event podcast Video teasers split by architecture/personas

22 Dreamforce

23 # 5 Return on Investment

24 Events as customer ENGAGEMENT accelerators A more engaged customer is more likely to buy A more engaged customer builds a stronger relationship Index and drives a shift in perception drives a behavioral change Emotional Connection

25 Marketing Targets at Cisco Measurement Engagement Index SQL Value Bookings

26 UNPARALLELED INTERACTIVE ENGAGEMENTS 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! 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

27 EXTENDED REACH SOCIAL MEDIA REACH & IMPACT "The best Social Media team here at 21,678 social media posts during the event (+36% YoY) 7,234 pictures uploaded ONLINE 115,133,040 #CLEUR impression impressions BROADCAST 72 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

28 BUSINESS IMPACT PURCHASE AND USAGE PLANS 84% 53% 52% 48% will very likely (45%) or likely (39%) purchase Cisco products, services or solutions as a result of attending. are interested in a product or service they were not aware of prior to the event. will start evaluating a new Cisco product or technology. will increase the level of deployment with a Cisco product or technology. Source Exhibit Surveys, Inc.

29 BUSINESS IMPACT FAMILIARITY SOLUTION/PRODUCT 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 SERVICES FAMILIARITY 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

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32 Thank You Questions?