Train the Trainer, AMCHAM Series. Marketing. Eva Rosipalova Marketing Lead CEE & Slovakia, Cisco. 12 June 2014

Transcription

1 Train the Trainer, AMCHAM Series Marketing Eva Rosipalova Marketing Lead CEE & Slovakia, Cisco 12 June 2014

2 Agenda C is co Integrated Marketing Understanding Brand C is co B rand S trategy Revenue Marketing Q & A Cisco Confidential 2

3 Cisco Cisco Confidential 3

4 Vision: Changing the way we work, live, play and learn. Intelligent Network Leadership in the C ore R outing S witching Services Data Center/ Virtualization/ C loud Video Mobility S ecurity Any to Any S trategic B uilding B locks Collaboration Arc hitectures for Business Trans formation Mobile S oc ial Vis ual Virtual Cisco Confidential 4

5 Integrated Marketing Cisco Confidential 5

6 Best Global Brands 2013 Cisco Confidential 6

7 #3 Global Brand* (founded 1886) Integrated to c reate content excellence by linking Business Objectives, Brand and Consumer Interests creatively into one cohesive marketing effort. Our innovation comes primarily from marketing communications because we can t change the product Jonathan Mildenhall, VP of Global Advertis ing C oca- C ola C ompany Cisco Confidential 7

8 #4 Global brand* Focused on company character and an integrated campaign planning framework IBM s brand value has increased 50%, currently valued at ~$75 billion Overall, IBM has seen its stock price soar 78% since 2004, despite financial crisis in 2008 Source: report- marketer- alist/marketer- a- list- ibm/230830/ * Source: Interbrand global- brands/2012/best- Global- Brands aspx A big part of that financial success has been branding Jon Iwata, SVP Marketing, IBM Cisco Confidential 10

9 Integrated Marketing key to success Definition by the ANA: Integrated marketing is the integration of disciplines in the marketing mix creating one unified message to all stakeholders (consumers, employees, retailers, stockholders, etc.) regardless of the media or discipline used Cisco Confidential 11

10 One Way to Look at Integrated Marketing Cisco Confidential 12

11 Integrated Brand Management & Messaging Model Cisco Confidential 13

12 Understanding brand Cisco Confidential 14

13 Logos Taglines Names Advertis ing S pons ors hips PR Marketing Cisco Confidential 15

14 The PROMIS E your company makes and keeps to your customers The total EXPERIENCE a customer has when interacting with you The PERCEPTION you own ins ide the hearts and minds of our c us tomers Cisco Confidential 16

15 A brand is equally important for B2B as it is for B2C You are s till dealing with people Cisco Confidential 17

16 Why Do Brands Matter? Product $1.00 Cisco Confidential 18

17 Why Do Brands Matter? $1.00 $2.25 Cisco Confidential 19

18 Increases customer loyalty C hanges buyers into evangelis ts Shortens sales cycles/reduces costs Drives mind s hare and market s hare Increas es margins Strengthens perceived value Cisco Confidential 20

19 Cisco Confidential 21

20 Cisco Brand Strategy

21 Cisco Brand Campaign Cisco Confidential 34

22 TOMORROW starts here Company Vision Business Strategy Business Opportunity Brand Positioning Tagline C hanging the way we work, live, play and learn. Solving our customers most important business challenges by delivering intelligent networks, technology and business architectures built on integrated products, services and software platforms. We are entering the age of the Internet of Everything. Only Cisco helps you make the most of tomorrow s opportunities by proving that amazing things can happen by connecting the unconnected. TOMORROW starts here The Internet of Everything brings together people, process, data and things to make networked connections more relevant and valuable than ever before - turning information into actions that create new capabilities, richer experiences and unprecedented economic opportunity for businesses, individuals and countries. Cisco Confidential 35

23 Main creatives in FY13 Video Display Large- size formats Print Advertisment Tablet Smartphone Display Small- size formats Cisco Confidential 36

24 New Visual beginning FY14: Concert Webfilm 30 and 15 The venue that stole the show. When the fans called for another encore, the exits noticed and asked trains to wait. The stadium activated backstage access on the wristbands of the biggest fans. And the band pushed a gift track to all the phones that stayed through the finale. Digital banner Find out how Cisco, our partners and the Internet of Everything make sure show business is always good business at cisco.com/concert. Cisco Confidential 37

25 New assets since Q3 / FY14 Cisco Confidential 38

26 Key Take Aways Brand = Promis e Experience Perception Integrated Approach One Voic e Cisco Confidential 39

27 REVENUE MARKETING Cisco Confidential 41

28 Cisco Confidential 42

29 Cisco Confidential 43

30 Cisco Confidential 44

31 Cisco Confidential 45

32 Cisco Confidential 46

33 Effective Demand Generation Cisco Confidential 47

34 EMEA Demand Creation Study Most Effective Tactics Reported by EMEA Marketers

35 The Demand Waterfall: The Age of Enlightenment The demand waterfall is a shared view of new business health between sales and marketing. SiriusPerspective: A raw response or hand-raiser; relatively little is known about the prospect at this point. A lead by way of definition and service-level agreement that is deemed ready for a receiving function to work. A lead that has been formally accepted by the receiving function, which is then compelled to work the lead in a given timeframe. A lead that has evolved into an opportunity complete with estimated dollar value and timeframe to close. An opportunity that has come to fruition S irius Decis ions. All R ights R eserved 49

36 5 Most Effective EMEA Tactics: Seller s View SiriusPerspective: Five tactics were reported to be most effective in driving responses in EMEA. Suspect Live Events Trade Shows Committing to Change Online Banner Ads Exploring Possible Solutions #1 User Conferences #2 Committing to a Solution #3 CV # S irius Decis ions. All R ights R eserved 50

37 Tactics: Seller s vs. Buyer s View SiriusPerspective: While sellers rely heavily on outbound tactics, EMEA b-to-b buyers utilise other sources to educate themselves. Live Events Trade Shows Com mitti Online ng to Banner Ads #1 User Chan Conf. # Mail Peer Chan ge Online 3 ge Banner Expl Expl Ads orin #2 C orin #2 g V Pos Com sible mittin Solu g tion to a Soluti s on Direct #2 # 4 SEO Ask Team Search by product Search by problem Com mittin Call g a to g Pos Com sible mittin Solu g tion to a Soluti s on Vendor Web site #2 # 3 C # V S irius Decis ions. All R ights R eserved 51

38 From Lead to Opportunity - How and What At-a-Glance Marketing Ac tivities Qualification by Marketing S ales S ales Inquiries MQLs Marketing Qualified Leads C onversion Rate Best- in- Class: 75% *) SAL Sales Accepted Leads C onversion Rate Best- in- Class: 60% *) SQL Sales Qualified Leads *) S irius Decis ions : Waterfall Conversion Rates Cisco Confidential 56

39 Opportunity Creation PROSPECT QUALIFICATION PROPOSAL AGREEMENT CLOSING LOYALTY & PROSPECT Cisco Confidential 57

40 $$$ M Opportunities created by Marketing!!! Cisco Confidential 65

41 Key Take Aways Digital Marketing Automation Always - On Alignment with S ales Marketing inlfuence revenue & profit Cisco Confidential 66

42 Q & A

43 Thank you.