Events as Part of the

Customer Journey & Marketing MixCisco Live Case Story

Gerd De Bruycker

Marketing Director Cisco

St. Petersburg, October 2016

# 1

Ever Changing Macro-

Economic Environment

Disrupt or Be Disrupted

Taxi ServicesUber / Lyft

Retail StoresAmazon.com

MusicSpotify

HotelsAirbnb

Print AdvertisingGoogle / Facebook

VehiclesTesla Motors

Point of SaleSquare

Your IndustryYour competitor?

The pace of change is accelerating - giving rise to the Agile Organization

# 2

Marketing Evolution

Behind every…

Company Name Search QuerySocial Interaction Mobile Device

Marketing is B2Me

57%of the purchase

decision is

complete before

a customer even

calls a supplier

67%of the customer’s

journey is now

done digitally

Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End of Solution Sales

Customer Journey

Marketing Vision Cisco

# 3

Events as Part of the

Marketing Mix,

Customer Journey

CONSIDERATION

EVALUATION

PURCHASE

LOYALTY

ADVOCACY

AWARENESS

Conversations at Any Point of the Customer Journey

Objectives

Target Audience

Experience

Customer Engagement Continuum

Before During After

Events within the Customer Engagement Continuum

Event

Social

Register

Website

Online

Forums

Meeting

Trial

Email

Demo

Research

Social

Meeting

Social

PressPress

Press

Webinars

Meeting

Digital Footprint – Attendee Profile

Before During After

• Increase discipline on event selection to align to audience and business priorities

Business Alignment

• Digitize Before-During-After Event Experience

• Right customers at the right events

Customer Experience

• Assess Event impact against all marketing goals, metrics and analytics, as part of engagement continuum

Impact

• Use all events as key customer touchpoint to enrich customer insight for marketing and sales

Marketing & Sales

Insight

Events Engagement

Dreamforce

# 4

Audience Centricity

Content Strategy

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 emails

• Hotel Accommodation

Pre-Registration

• Cisco Live Email

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 emails

• First Timer Spark Room

• Personalised Agenda Suggestions

• Orientation Tours Pre-Event podcast

• Video teasers split by

architecture/personas

First Timers at Cisco Live

Dreamforce

# 5

Return on Investment

A more engaged customer is

more likely to buy

Index

A more engaged customer

builds a stronger relationship

… and drives a shift in perception

… drives a behavioral change

Events as customer

ENGAGEMENT accelerators

Emotional Connection

Measurement

Engagement Index

SQL Value

Bookings

Marketing Targets at Cisco

INTERACTIVE ENGAGEMENTS

UNPARALLELED

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

“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!”

SOCIAL MEDIA REACH & IMPACT

EXTENDED REACH

21,678 social media posts during the event

(+36% YoY)

7,234 pictures uploaded

115,133,040 #CLEUR impression

17,862,618 @ciscoliveeurope impressions

"The best Social Media team

here at #CLEUR”

@mas_vie

ONLINE BROADCAST72 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

BUSINESS IMPACT

Source – Exhibit Surveys, Inc.

PURCHASE AND USAGE PLANS

53% are interested in a product or service they were not aware of prior to the event.

52%

48%

will start evaluating a new Cisco product or technology.

will increase the level of deployment with a Cisco product or

technology.

84% will very likely (45%) or likely (39%) purchase Cisco products, services or solutions

as a result of attending.

BUSINESS IMPACT

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

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

SERVICES FAMILIARITYSOLUTION/PRODUCT FAMILIARITY

Thank You

Questions?