Borderless Networks Sample Marketing Plan for Partners

Push/Pull Marketing Public Relations Direct Marketing Websites Advertising Social Media Targeted and competitive offer to the customer Marketing Activities and the customer journey Sales Turning leads into prospects Sales Engagements Generating Leads Sales Engagements Generating Leads Awareness Customer Events Demonstrations Personal 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 , 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

WeeksMarketing ActivityBudget Estimate $ 1Identify 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 2Define 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 3Create and send a Borderless Networks focused or newsletter. Copy blocks are available on Partner Marketing Central that can be used for content. Check metrics on hits and number of s read by customers. Use the Partner Marketing Central marketing manager tool for your outbound 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 templates available through Partner Marketing Central – See Borderless Networks Campaigns No cost

WeeksMarketing ActivityBudget Estimate $ 4 Create an event through Partner Marketing Central using the Event Center management tool. Send 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 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 Telemarketing campaign for customers who you ed 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

WeeksMarketing ActivityBudget Estimate $ 6If hosting an event, send reminder to customers for face to face event If telemarketing for 1:1 appointments, continue contacting prospects Customizable event templates available through Partner Marketing Central – See Borderless Networks Campaigns Free of charge if using Partner Marketing Central 7If 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 8Event 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

WeeksMarketing ActivityBudget Estimate $ 9Begin planning for next quarter – apply for Co-Funding from Cisco* Funding is available based on your theatres' rules and requirements 10Host Demonstrations and follow up 1:1 meetings with customersNo cost 11Create and send Borderless Networks newsletter or to target audience Customizable 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

8888 CampaignUS & Canada EmergingEuropeGreater China APACJapan Transforming the Branch Experience ✔✔✔✔✔ Switch on Cisco ✔✔ WLAN Start Kit for Healthcare ✔ ASA Network ✔ Business Mobility with a Smart Business Architecture  Borderless Networks – Campaign Matrix Customizable 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 Description Use 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.

10 CampaignPartner Marketing Central Campaign Page Borderless Networks: Transforming the Branch Experience Campaign Purpose Engage 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 g g Check on your Partner Marketing Central division if this is already available in your local language. Theater Availability: Global

11 Customizable AssetExample Borderless Networks: Transforming the Branch Experience Postcard – direct mail

12 Customizable AssetExample Borderless Networks: Transforming the Branch Experience Borderless Networks: Transforming the Branch Experience

13 Standard Standard Postcard Event Industry Event Solutions Solutions Postcard InviteHealthcareCreate a Live Event ReminderManufacturingCreate a Virtual Event Thank YouMigration We Missed YouHorizontal Teleworking UC Borderless Networks: Transforming the Branch Experience Customizable Assets Available for this Campaign

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14 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.

15 CampaignPartner Marketing Central Campaign Page Switch on Cisco Campaign Purpose Switch 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 g g Check on your Partner Marketing Central division if this is already available in your local language. Theater Availability: Europe and Asia Pacific

16 Customizable AssetExample Switch on Cisco Postcard – direct mail

17 Customizable AssetExample Switch on Cisco

18 Standard Standard Postcard Event Event General Solutions PostcardInviteCreate a Live Event ReminderCreate a Virtual Event Thank You We Missed You Switch on Cisco Customizable Assets Available for this Campaign

19 CampaignPartner Marketing Central Campaign Page WLAN Starter Kit for Healthcare Campaign Campaign Purpose This 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 g g Check on your Partner Marketing Central division if this is already available in your local language. Theater Availability: Europe

20 Customizable AssetExample WLAN Starter Kit for Healthcare Campaign Postcard – direct mail

21 Customizable AssetExample WLAN Starter Kit for Healthcare Campaign

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22 WLAN Starter Kit for Healthcare Campaign Standard Standard PostcardEvent Solutions Solutions PostcardCreate a Live Event Create a Virtual Event Customizable Assets Available for this Campaign

23 CampaignPartner Marketing Central Campaign Page ASA Network Campaign Purpose ASA 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 g g Check on your Partner Marketing Central division if this is already available in your local language. Theater Availability: Europe

24 Customizable AssetExample ASA Network

Use the Power of Video – Share with Your Customers

Marketing activity template