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Cisco Confidential 1
•  What does a successful marketing plan look like?

•  What tactics are most appropriate?

•  How do I successfully execute my plan?

•  How should I track results and measure my progress?

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 Business Plan Marketing Plan

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 Brand Planning Cisco Technology Social Media Sales
Infrastructure Infrastructure Infrastructure Infrastructure Infrastructure Infrastructure
•  Company logo •  Revenue Goals •  Marketing Assets •  Database marketing •  Social media •  Creating Internal
design •  Tech focus •  Financing offers •  Web Collage presence sales incentives
•  Web Site Design •  Vertical •  Rebates/bundles/ •  SharedVUE •  Industry •  Inside sales calls
•  Search Engine •  Geography incentives •  mCon Tool associations •  Cisco training (OIP,
Optimization •  Customer Lists (FastTrack) •  PDC •  Networking OnPlus, SBA)
•  Customer research •  Partner Rewards

Non-mCon mConcierge activities Non-mCon

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 Objectives
(Goals)

Strategic Strategic
Initiative #1 Initiative #2

Tactics Tactics Tactics Tactics

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 Objective Generate $3.2MM in
incremental revenue

Strategies
Close 12 new customer
deals with Healthcare Increase installed base
CTOs in the greater refresh rate by 40% YOY
Chicagoland area

Start monthly newsletter

Inbound Outbound

Tactics
Promote aggressive
Web banner redisplay Targeted e-mails
trade-up program
Social media Telemarketing New case studies to
SEO Lunch’n Learn Demo
existing customers
PR Personalized Letters
3-year lease program

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 AdWords LinkedIn Twitter PR Video Radio Ad Newspaper Ad Billboard New Blog Case Study
Customer List

E-mail Landing Page Telemarketing Direct Mail Lunch’n Newsletter Existing Television Banner Ads Inside Sales Appointment
(Vendor) Learn Customer List Calls

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 Awareness

FREE
Consideration

Preference

Purchase

Loyalty

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
 Inbound Marketing Activities (Customers Finding You)

AdWords SEO Twitter Blog Video White Paper

Outbound Lead Generation Activities (Paying to Broadcast Your Message)

E-mail Banner Ads Telemarketing Direct Mail PR Newsletter

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 Target Awareness
Who are you?
M
Consideration E
T
Why should I care?
R
Existing I
Newspaper Ad
Customer List Television Preference C
AdWords
Case Study
Why should I buy? S
Twitter Radio Ad

LinkedIn
Newsletter
Purchase
When do I buy?
Banner Ads
Video
Direct Mail New
Customer List
E-mail
Landing Page Appointment
Loyalty
Lunch’n Why should I stay?
Telemarketing Learn Inside Sales
(Vendor) PR Billboard
Blog Calls

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
 Objective Generate $3.2MM in
incremental revenue

Close 12 new

Strategies
customer deals with
Healthcare CTOs in
the greater
Chicagoland area
Increase installed
base refresh rate by
40% YOY

Inbound Outbound

Tactics ? ?

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
 Target Awareness
Who are you?
M
Existing
Customer List Consideration E
T
Why should I care? E-mail Landing Page Direct Mail Inside Sales Calls
R
I
Preference C
Newspaper Ad
Why should I buy? Case Study LinkedIn Blog Video PR
S
Radio Ad

Purchase
AdWords
When do I buy?
Lunch’n Learn Appointment
Television New
Customer List

Loyalty
Banner Ads
Why should I stay? Newsletter Twitter
Telemarketing
(Vendor) Billboard

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 E-mail Letter Postcard Banner Ads Google Adwords

Landing Page

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
 Awareness

FREE
Consideration

Preference

Purchase

Loyalty

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
1.  Use Multiple Tactics Across Multiple Mediums

2.  Focus on the Customer Journey

3.  Don’t Forget Your Existing Customers!

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16