©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Marketing Summit 2010Windsor

Belinda SprostonMarketing Director

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Agenda

What’s Worked Product Launches Global Campaigns UK Marketing Initiatives Field Readiness H2 Planning Process

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What’s Worked

Result MetricsLead to Opportunity conversion 20%

Opportunity to Won conversion 33%

Average Cost per Lead $314

Average Cost per Opportunity $1634

Activity Types

Telemarketing Most successful activity

Webinars Generates lead quantity, lower quality

EU Seminars Low attendance levels – high quality fatigue/economic impact

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Global Campaigns

Endpoint SecurityEndpoint Security

Data Loss PreventionData Loss Prevention

Security Management Security Management

London/AppliancesLondon/Appliances

Q1Q1 Q2Q2 Q3Q3 Q4Q4

User/Application Control

User/Application Control

Appliances RefreshAppliances Refresh

Migration to Software Blades / R70Migration to Software Blades / R70

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Global Campaign Components

Marketing Toolkit - Email

template, banner ad, direct mail, print ad

Seminar in a Box

Presentation, invite template, planning doc.

Webinar in a Box

Presentation, invite template, planning doc.

Assets/Collaterals

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2010 UK Marketing Plan

Key aspects 2010 UK plan: Propositions not technology Quarterly activity template Data - Current / relevant / accurate Target key job functions monthly / quarterly

► Monthly - Budget Holder / Technical Influencer ► Quarterly – CXO

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Gartner Top Ten Strategic Topics 2010

Cloud computing Advanced analytics Client computing IT for green Reshaping the datacentre Social computing Security – activity monitoring Flash memory Virtualisation Mobile applications

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Quarterly Themes

Quarter Theme Area

Quarter 1 Refresh

Quarter 2 TCO

Quarter 3 Consolidation / Green / Virtualisation

Quarter 4 DLP

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Activity Template

Phase Description Date

Phase 1 Detailed Plan Agreed Previous Quarter

Phase 2 Email survey Previous Quarter

Phase 3 White Paper / Guide Previous Quarter

Phase 4 Sales Tools Previous Quarter

Phase 5 Public Relations Months 1 & 2

Phase 6 Newsletter Month 1

Phase 7 Events – north / south / city? Month 2

Phase 8 Webinar Month 2

Phase 9 Appointment Setting Month 3

Phase 10 C level - Round Table Event Month 2

Phase 11 C Level 3rd party conference As identified

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Quarterly Deliverables x2 - CPTM & Endpoint

Deliverables DescriptionEmail survey Conduct quick survey on theme to assess needs/issues of target

market

Press Release We have data so we’ll use it to create release & drive news

White Paper / Guide Focus on pain points – 3rd party input preferable

Thought Leadership Article

Drive awareness & debate, position CP as experts and thought leaders on topic

Newsletter Mechanism to deliver survey data, thought leadership article, white paper, externally input content

Event Topic themed; main agenda + 2 breakouts – technical & commercial message. External speaker(s); success story; Consider north / south city events as required?

Webinar Topic themed, use moderator, CP and guest speaker, create presentation

Appointment Setting Arrange meetings from opportunities arising from activities, also top up with “T250/Simpkin type” new biz meetings

Sales Tools Identify what’s required – Sales guides/TM scripts/Message training

Round Table 15-20 End Users; 2hr discussion & possible activity afterwardsExternal speaker(s); success story; Consider north / south city events

3rd Party C Level & PS Conferences

Identify relevant conferences. It’s an alternative to target/access CXOs we can’t access any other way.

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Initiatives

Initiatives

Initiatives ►Influence industry

analysts and specifically Gartner

►Partner content syndication

►Click to Chat

►Influence industry analysts and specifically Gartner

►Partner content syndication

►Click to Chat

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Industry Analysts► Positioned in 8 MQs

►Increase face to face Strategy days Analyst day (3/18)

►Develop 3rd party validation Certification Customer success stories

► Positioned in 8 MQs

►Increase face to face Strategy days Analyst day (3/18)

►Develop 3rd party validation Certification Customer success stories

Network Firewall

Endpoint Protection

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Partner Content Syndication

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Project Roadmap

Pilot 20 live partners

Q1 2010 100 partners live

Q2 2010 Localisation Next 100 partners

H2 2010 Remaining Platinum and Gold partners

Platinum and Gold partners

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Click to Chat

Chat feature as it appears on the page when it is on 9-5

GMT M-F

Chat feature as it appears on

the page when it is not on

• Clicking icon opens chat window when in service

• Or - Opens window to leave a message

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Field Readiness

► At-a-glance partner guides

► Competitive factsheets

► Customer success stories

► At-a-glance partner guides

► Competitive factsheets

► Customer success stories

Sales ToolsSales Tools

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New Improved Tools

► Better format and content

All new sales tools are 1-pager

► Delivered at time of product launch

► Better format and content

All new sales tools are 1-pager

► Delivered at time of product launch

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Customer Success Stories

► Improve Success Story leads Looking at orders Focus on new

products

► Improve content PM and PMM

involvement in interviews

Strong reviews

► Improve Success Story leads Looking at orders Focus on new

products

► Improve content PM and PMM

involvement in interviews

Strong reviews

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Customer References Today

  TOTAL Americas EMEA LATAM APAC

  All Private Public Private Public Private Public Private Public Private Public

Appliances 67 50 17 41 9 9 5 0 1 0 2

Gateways 46 28 18 22 6 4 10 1 0 1 2

Endpoint 41 28 13 21 5 5 8 0 0 2 0

Management 12 7 5 3 1 3 4 0 0 1 0

Total 166 113 53 87 21 21 27 1 1 4 4

Too few References80% of old products

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H2 2010 Co-op Planning Process

Partner meetings in May already in place

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Summary

Improve measuring campaign / activity ROI

Innovations that better support field Partner content syndication More and better customer success stories Click to Chat

Improved Sales tools

H2 10 Co-op planning process

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