partner marketing playbook · 2016-01-08 · demand and capitalize on this opportunity. people...

Partner Marketing Playbook

Get back to collaboration.

3

COLLABORATIONPartner Marketing Playbook

Delivering Exceptional Solutions Cisco Collaboration PrioritiesOnly Cisco delivers a no-compromise collaboration experience from the pocket to the boardroom.

Experience MattersDeliver a best-in-class collaboration experience for your customers by bringing together software, hardware, and the network.

Make Collaboration Simple Increase your customers’ employee adoption while decreasing operational costs.

Transform the Workplace Allow your customer’s evolving workforce to work from anywhere, anytime.

Key Product Focus • Exceptional endpoints—Cisco TelePresence® DX, SX, and MX Series – Get

wow factor, quality, versatility, simplicity, and affordability.

• Effortless software and apps – Updated Jabber®, WebEx®, and Spark softwares bring it all together on any device—from pocket to boardroom.

• Essential infrastructure – Cisco Business Edition 6000 and 7000 (BE6K and BE7K) are a family of purpose-built, all-in-one, packaged collaboration solutions. They’re affordable and easy to use, they solve complex communications challenges, and they are the foundation for high-value deal growth via migration and upsell.

Portfolio Positioning• One experience from browser to boardroom • Unmatched quality and affordability • Simple and user-centric design • Seamless integration

The midmarket collaboration opportunity will reach approximately US$12 billion by 2018 in the Americas.* There has never been a better time to drive demand and capitalize on this opportunity. People around the world are embracing mobile, social, and video solutions to transform the way they work, live, play, and learn. And buyers today expect their business devices and applications to be as well designed, easy to use, and powerful as their personal devices. With the new Cisco® Collaboration portfolio, you’re ready to provide the collaboration solutions they want, including beautifully innovative, award-winning new video endpoints and collaboration applications that are redefining usability, quality, and affordability. It’s an opportunity to differentiate and drive even more high-value, high-margin solutions.

Collaboration Campaign

Infr

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Partner Hosted Collaboration

Solution (HCS)

Sof

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DX80

SX10

BE6K [BE7K in Enterprise]Cisco Unified Communications ManagerCisco Prime™ Collaboration ManagerCisco Unity® ConnectionCisco Paging ServiceCisco Attendant ConsoleCisco Collaborations Meeting Rooms (CMR)Cisco Unified Contact Center ExpressCisco TelePresence

DX70

MX200/300

DX650

MX700/800

CollaborationMeeting Rooms

WebExJabber Spark

*Cisco Primary Research, 2014.

Campaign Implementation

Demand Generation Overview

Promotions and Incentives

Collaboration Campaign Implementation

Creating Messaging That Moves Buyers

Targeting the Right Buyers

Campaign Pillars: Addressing Key Customer Needs


© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco confidential. For channel partner use only. Not for public distribution. (1110R)

© 2015 Cisco and/or its affiliates. All rights reserved. This document is Cisco confidential. For channel partner use only. Not for public distribution. (1110R) 4


This campaign focuses on pulling the full collaboration portfolio through three key customer conversations:

• The importance of video collaboration

• The ability to transform the workplace and employee experience

• The ability for businesses to differentiate and grow through customer collaboration

These three topics are designed to allow you to:

• Open the door and drive awareness and demand for exceptional video collaboration for new buyers and buying centers.

• Broaden the conversation and drive demand for collaboration solutions as the catalyst to transform the workplace.

• Build upon employee and organizational benefits to drive expanded demand for customer-facing collaboration solutions.

Key Partner Benefits by Campaign Topic

• Exceptional Video Partners can leverage Cisco market-leading video solutions* and upsell or cross-sell by attaching BE6K, BE6KS, or BE7K solutions and applications such as WebEx and CMR. In addition, collaboration solutions offer pull-through opportunities for Cisco switching and routing products and generate partner services opportunities (both deployment and adoption). Leveraging the recently revamped video portfolio can also help partners maximize their Value Incentive Program (VIP) payout.

• Workplace Transformation Partners can leverage Cisco market-leading IP communications and collaboration applications** to acquire new customers, reactivate inactive customers, or cross-sell by positioning the Cisco Collaboration portfolio to new buyers and buying centers (e.g., HR, workplace resources). Collaboration solutions also offer pull-through opportunities for Cisco switching and routing products and generate partner services opportunities (both deployment and adoption).

• Customer Collaboration Partners can leverage Cisco market-leading contact center solutions*** to solve customer care challenges and pursue competitively held accounts (such as Avaya), revisit existing customers, and target new buyers. Cisco contact center also offers pull-through opportunities for Cisco Collaboration products, as well as switching and routing products, and it can generate partner services opportunities (both deployment and adoption). With Cisco Customer Collaboration solutions, partners can generate new revenue streams by targeting line-of-business buyers outside of IT.


*MarketScope for Unified Communications for the SMB Market, North America, Gartner, Aug. 21, 2013.**Magic Quadrant for Web Conferencing, Gartner, Dec. 9, 2014.***Magic Quadrant for Contact Center Infrastructure, Gartner, May 22, 2014.











Run demand generation programs to create sustained conversations with targeted buyers around three highly relevant topics that will drive critical aspects of your business-related growth, acceleration, and profitability. The overarching campaign messaging and creative theme are grounded in a simple but universally relevant demand idea and creative theme:

1Exceptional Video

Open the door with video collaboration and get back to face-to-face.

SolutionsNew video endpoints

Topline Message It’s time we get back to face-to-face engagement with exceptional Cisco

video collaboration.

2Workplace Transformation

Cisco Collaboration empowers people to get back to real work.

SolutionsFull collaboration portfolio

Topline Message See how Cisco Collaboration solutions

can transform the workplace.

3Customer Collaboration

Cisco Customer Collaboration solutions help people get back to more

personalized and seamless care.

SolutionsContact center/service solutions

Topline Message See how Cisco Customer Collaboration solutions make customer relationships

personal again.

The Problem The wrong technology actually makes it harder to get things done.

Demand Idea Everyone deserves simply exceptional collaboration.

Creative Theme Get back to getting things done.

Campaign Pillars: Addressing Key Customer Needs (Continued)












CIO

Primary Job Roles

Secondary Audience

For this campaign, target key line-of-business decision makers who influence and drive decisions around collaboration, as well as the traditional CIO, VP of IT, and communications buyers.

Primary Target Accounts

Migrate customers on older products who do not currently have video-enabled endpoints, such as BE6K and BE7K. Tap into new opportunities with existing collaboration customers. You can hunt for these migration opportunities by using the Cisco Installed Base Partner Portal at www.cisco.com/go/iblm.

• Use the Exceptional Video program to capitalize on the significant opportunity to accelerate video attach of Cisco TelePresence DX80 and DX70 desktop endpoints, SX10 all-in-one endpoints for small collaboration spaces, MX200 and 300 endpoints for any conference room, and MX700 and 800 medium to large meeting-room endpoints. Upsell and migrate current BE6K and BE7K customers.

• Use the Workplace Transformation program to drive demand through HR, workplace resources, and facilities line-of-business contacts to increase demand and adoption of DX, SX, and MX video attach plus Jabber, WebEx, and Spark opportunities.

• Use the Cisco Customer Collaboration program to drive demand through contact center, customer service, marketing, and sales line-of-business contacts to increase demand and adoption of Cisco Customer Collaboration products and DX, SX, and MX video attach.

Cross-Sell

Cross-sell targets customers who already have collaboration infrastructure—focus on new video endpoints like DX, SX, and MX and collaboration applications.

Increase Engagement

Target new customers and new buyers—focus on video integration and initiatives like mobility and cloud to create new collaboration sales opportunities.

CIO Executive, Management Information Systems (MIS)/IT

IT Director Senior management, engineering, MIS/IT, MIS/IT—applications dev, MIS/IT—data center, MIS/IT—operations, MIS/IT—security, MIS/IT—storage, MIS/IT—telecom, network management

Communications Buyer Management, MIS/IT, MIS/IT—operations, MIS/IT—telecom, network management

Line of Business (LOB) HR and recruitment; facilities management; marketing, PR, and advertising; sales









http://cisco.com/go/iblm



Awareness Resources • Exceptional spaces e-book• Infographics• How-to guides • Top 5 tips • “Exceptional Moments” video vignette • “Office Takeover” feature video • “Campaign Intro” video • “Get-Back-to” video

Demand Generation Resources • Emails • Banners • Landing pages • Social media kit • Seminar-in-a-box emails

Partner Enablement Resources • Services readiness guide • Sales enablement guide • At-a-glance guide • Versatile copy blocks • Call guide and script

The theme—“Get back to getting things done”—provides a platform on which you can run integrated programs structured to create a sustained dialogue with buyers around three compelling topics that are centered around key buyer concerns. This messaging is designed to be highly flexible so that you can tailor unique, outcome-based messaging by audience and topic.

Examples of Messaging


Messaging Levels Exceptional Video Workplace Transformation Customer Collaboration

Chief Executive Officer (CXO) Build a more productive organization, while transforming your employee and customer experience, with Cisco Collaboration solutions.

When you increase collaboration, you improve productivity and employee engagement. The new virtual workplace is a reality with Cisco Collaboration solutions.

Cisco Collaboration solutions provide customers with an unmatched level of care. Discover how you can gain a competitive advantage and improve customer satisfaction by delivering a more agile, simple, and consistent experience.

Business Decision Maker (BDM) Get back to face-to-face collaboration. We provide simple and affordable collaboration solutions that boost productivity, reduce costs, and drive better business results.

Attract and retain top talent when you increase collaboration. Plus, you’ll improve employee engagement and innovation. The new virtual workplace is a reality with Cisco Collaboration solutions.

Attract and retain customers by delivering an unmatched level of care with these collaboration solutions. The ability to provide interaction across multiple channels provides customers with a differentiated experience while producing positive business outcomes.

Technical Decision Maker (TDM) Introduce the technology that drives productivity. Cisco Collaboration solutions help achieve better business results while making implementation simple and affordable.

Introduce the technology that drives productivity. Cisco Collaboration solutions help to achieve better business results while making implementation simple and affordable.

Cisco Collaboration solutions provide customers with an unmatched level of care. The ability to provide interaction across multiple channels provides a more agile, simple, and consistent customer experience.











*Sales enablement includes: seminar-in-a-box emails, customer presentations, and at-a-glance guides.

Email 1

Landing Page

Landing Page

Landing Page

Email 2 Email 2

Engage Nurture Activate

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Inbound (Drip) Nurture

Call Guide/Script

Customer Meeting

Sales Enablement*

.com Product Pages

Reg. PageComplete

Quali�ed

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YESIdenti�ed

Veri�ed

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Partner Landing Page

Email

Landing Page

Social Media

Banner

• Inbound email 1 – “Exceptional Moments” video bundle (top of funnel [ToFu])

• Landing page 1 – “Exceptional Moments” video bundle (primary offer)

- Secondary offer 1 – “Top 5 ways to improve virtual meetings”

- Secondary offer 2 – NBA D-League case study video

- Secondary offer 3 – How-to guide: virtual meeting

• Inbound email 2 – Forbes 8 ways to innovate white paper (middle of funnel [MoFu])

• Landing page 2 – Forbes 8 ways to innovate white paper (primary offer)

- Secondary offer 1 – “Top 5 ways Cisco is transforming video”

- Secondary offer 2 – IDC cloud white paper

- Secondary offer 3 – How-to guide: cloud collaboration

• Inbound email 3 – How-to guide: exceptional VMs (bottom of funnel [BoFu])

• Landing page 3 – How-to guide: exceptional VMs (primary offer)

- Secondary offer 1 – “Top 5 ways to succeed with video”

- Secondary offer 2 – DX and MX demo video

- Secondary offer 3 – “Cisco architecture for midmarket” video


Sample Customer Journey—Exceptional Video

Additional sample journeys available on next page for workplace transformation and customer collaboration.











Collaboration Campaign Implementation (Continued)

• Inbound email 1 – “Office Takeover” video (ToFu)

• Landing page 1 – “Office Takeover” video (primary offer)

- Secondary offer 1 – “Top 5 essentials of the digital workplace”

- Secondary offer 2 – 2014 Cisco Connected World Technology Report

- Secondary offer 3 – How-to guide: creating exceptional workplaces

• Inbound email 2 – Exceptional offices e-book (MoFu)

• Landing page 2 – Exceptional offices e-book (primary offer)

- Secondary offer 1 – “Top 5 ways video is making the world smaller”

- Secondary offer 2 – Forrester unified communications trends white paper

- Secondary offer 3 – Cisco Services white paper

• Inbound email 3 – Project Workplace tool (BoFu)

• Landing page 3 – Project Workplace tool (primary offer)

- Secondary offer 1 – “Top 5 business benefits of video collaboration”

- Secondary offer 2 – IDC Cloud Collaboration white paper

- Secondary offer 3 – Deployment tool

• Inbound email 1 – “New Contact Center” video (ToFu)

• Landing page 1 – “New Contact Center” video (primary offer)

- Secondary offer 1 – “Top 5 ways video improves customer experience”

- Secondary offer 2 – Customer satisfaction infographic

- Secondary offer 3 – How-to guide: customer satisfaction

• Inbound email 2 – Contact center next game changer white paper (MoFu)

• Landing page 2 – Contact center next game changer white paper (primary offer)

- Secondary offer 1 – “Top 5 ways customer service is being transformed”

- Secondary offer 2 – Ovum white paper

- Secondary offer 3 – How-to guide: customer satisfaction

• Inbound email 3 – How-to guide: exceptional loyalty with contact center (BoFu)

• Landing page 3 – How-to guide: exceptional loyalty with contact center (primary offer)

- Secondary offer 1 – Ovum white paper

- Secondary offer 2 – The Three Waves of Customer Care white paper

- Secondary offer 3 – Cisco Hosted Collabration Solution cloud evaluation guide

Sample Customer Journey—Customer Collaboration

Sample Customer Journey—Workplace Transformation











Cisco is making it easier to engage in solution selling. These marketing programs maximize your engagement with customers and expand the value of promotions and incentives with resources, tools, and support.

All Campaign Topics

• Collaborate Now Promotion – Get discounts across the entire collaboration portfolio (varies by region; July 26, 2014, to July 25, 2015; global).

• Collaboration TMP – Receive up-front credit when migrating to collaboration products (up to 30 percent; until July 25, 2015; global).

• Hosted Collaboration Solutions (HCS) Partner Pricing Program – Get up-front discounts on HCS licenses (55 percent to 87 percent, ongoing, global).

• Capture, Transform, Share Bundles – Get discounted bundles that are easy to quote, sell, and deploy (up to 38 percent; February 24, 2012, to July 25, 2015; global).

• WebEx Try and Buy 90-Day Promotion – Get your BE6K customers hooked on WebEx conferencing for 90 days at no cost (recurring WebEx revenue; October 7, 2014, to July 25, 2015; global).

All collaboration promotions and incentives can be found at: www.cisco.com/go/incentives.

Customer Collaboration

• Accelerate Customer Collaboration – Get significant savings when you move customers to unified communications (UC) infrastructure and Cisco Unified Contact Center Enterprise (CCE) (September 26, 2011, to July 25, 2015; global).

• Customer Collaboration Upgrade Offer – Upgrade to the latest version of UCC Enterprise or Unified Customer Voice Portal (up to 33 percent, ongoing, global)

• Unified Contact Center Express Starter Bundle – Bundle new orders of Cisco UC Manager and BE6K with UCC (February 23, 2012, to July 25, 2015; global).










http://www.cisco.com/web/partners/incentives_and_promotions/ccnp.html

http://www.cisco.com/web/partners/incentives_and_promotions/cisco_collaboration_migration.html

http://www.cisco.com/web/partners/incentives_and_promotions/hcs-partner-pricing.html

http://www.cisco.com/web/partners/incentives_and_promotions/cisco_cts.html

http://www.cisco.com/web/partners/incentives_and_promotions/webex-try-buy-90.html

http://www.cisco.com/go/incentives

http://www.cisco.com/web/partners/incentives_and_promotions/accelerate_customer_collab_promo.html?Africa

http://www.cisco.com/web/partners/incentives_and_promotions/customer_collaboration.html?Africa

http://www.cisco.com/web/partners/sell/promotions/cucce_bundle.html



Collaboration Partner Offers

All promotions and incentives can be found here.

Cisco Unified Workspace for Partners (CUWP) and Not for Resale (NFR) programs are for partners; they should not be passed on to customers.

Cisco is making it easier to engage in solution selling. These marketing programs maximize your engagement with customers and expand the value of promotions and incentives with resources, tools, and support.

• Unified Workspace for Partners – Receive lower pricing on the collaboration software portfolio deployed in your network (ongoing, global).

• CUWP and Collaboration Partner Demo, Lab Training (DLT) bundle – Obtain the latest unified communications software at a discount for use in non-revenue-generating areas (ongoing, global).

• WebEx Everywhere evolution promotion – Qualified partners get WebEx collaboration solutions and instant messaging for free and additional services at a substantial discount (up to 70 percent; August 1, 2013, to July 25, 2015; global).

Partner Incentive Programs

These offers are ongoing across architecture.

• Opportunity Incentive Program (OIP) – Special pricing is available when identifying and developing new opportunities (varies, ongoing, global).

• Solution Incentive Program (SIP) – This is a reward for integrating third-party applications and services with Cisco technology (varies, ongoing, global).

• Teaming Incentive Program (TIP) – Customers earn these rewards for teaming with Cisco early in the sales cycle (varies, ongoing, global).

• VIP – Customers earn these rewards for focusing on Cisco architectures or tracks.









http://www.cisco.com/web/partners/incentives_and_promotions/index.html

http://www.cisco.com/web/partners/sell/promotions/unified_workspace.html

http://www.cisco.com/web/partners/sell/promotions/unified_workspace.html

http://www.cisco.com/web/partners/sell/promotions/webex_uc_promo.html

http://www.cisco.com/web/partners/incentives_and_promotions/oip.html

http://www.cisco.com/web/partners/incentives_and_promotions/sip.html

http://www.cisco.com/web/partners/incentives_and_promotions/tip.html

http://www.cisco.com/web/partners/incentives_and_promotions/vip.html?Africa



Services Incentives

• Software Activation Incentive program (SAI) – Boost installed base Cisco Unified Communications Manager version upgrades with Jabber license and WebEx activations.

• Collaboration Adoption Incentive (CAI) – The CAI rewards you for providing software adoption activities to your collaboration customers.

In addition to reviewing the SAI and CAI promotion pages, please take advantage of the training on how to maximize and combine these incentives: www.cisco.com/go/collablifecycle.

• Optimization Overdrive – Earn rebates for reselling Cisco advanced services for optimization (available for Partner Plus partners).

• Full list of Americas services promotions for Partner Plus partners here.

• Multiyear Renewal Incentive Promotion – Earn more and stay ahead of your competition with our new multiyear renewal incentive promotion.

• Software Support Service Align and Renew Promotion – Your customers can avoid paying twice for services when they align and renew their Essential Operate Service (ESW) and Unified Communications Software Subscriptions (UCSS) contracts to Cisco Software Support Service (SWSS).

• Cisco Software Support Service 3-Year Renewals Promotion – Within the effective dates, partners can take advantage of discounts by ordering a 3-year services contract on the following services levels: PSBU, PSCU, and ECMU.

• Technology Migration Program (TMP)—Just Switch It Promotion – Get credit for trading in competitive or old Cisco products for new Cisco switching, routing, and wireless products (involved in a broader collaboration solution), and for attaching technical support service to the new products. Receive additional discounts when Cisco Technical Services are attached to the migration opportunity using the TMP tool.

• Fuel your marketing efforts, increase sales, and position your business for the future.• Learn about the benefits of being a Cisco Partner. Cisco Partners can help customers find the right solution for their business.• Get co-brandable marketing resources, email and web templates, and demand generation assets. Create and execute events and campaigns.

General









http://www.cisco.com/web/partners/incentives_and_promotions/sai.html

http://www.cisco.com/web/partners/incentives_and_promotions/cai.html

http://www.cisco.com/go/collablifecycle

http://www.cisco.com/web/partners/incentives_and_promotions/index.html

http://www.cisco.com/web/partners/incentives_and_promotions/multi-year-renewal-incentive-promotion.html

http://www.cisco.com/web/partners/incentives_and_promotions/cisco-software-support-service-promotion.html

http://www.cisco.com/web/partners/incentives_and_promotions/3_year_renewals_promotion.html

http://www.cisco.com/web/partners/incentives_and_promotions/switch-it.html

http://www.cisco.com/web/partners/events/marketing-velocity/index.html

http://www.cisco.com/web/partners/index.html

https://www.ciscopartnermarketing.com/Orgs/Default.aspx

13

OVERVIEWPartner Marketing Playbook


Your time is now. Now you can have a different conversation with different buyers—new buyers outside of IT who increasingly influence and finance IT projects— and current and new customers. This campaign offers opportunities to not only upgrade your install base, but to cross-sell and sell into different markets as well. This playbook also provides additional links to resources for marketing, sales, and services.

What’s New?This marketing campaign has been built to help you engage customers with content that fits your specific needs. The content is easy to consume, and it’s modular to allow for differentiation and personalization. Take advantage of a whole new look and feel built just for you.

The Buyer Is FirstBuyers today are more informed and more proactive, and they expect to be engaged on their own terms. Users, influencers, and buyers alike are all being pushed by the consumerization of business technology. They expect their work devices, applications, and supporting infrastructure to be as well designed, easy to use, and as powerful as the devices they use personally.

Today, you must expand your target audience to reach LOB leaders as well as core IT decision makers. Reach them using messaging, content, and incentives that drive consensus demand across the entire organization. Please refer to specific campaign information in the tabs on the left.

ValueBring your customers an experience they can’t get anywhere else. These solutions offer pull-through opportunities for Cisco products and generate partner services opportunities, and they mean pursuing traditional buyers and competitively held accounts. With new, innovative technology; streamlined and simple execution of products; and competitive pricing throughout our portfolio, you’re in a prime position to win every deal.





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Implementing Preconfigured Demand Generation Journeys

Every customer engagement is unique. To support this, Cisco has developed a series of preconfigured journeys designed to help you quickly and effectively implement end-to-end demand generation campaigns around critical areas of a customer journey. These journeys provide a template for aligning the right assets and offers to the right buyers at the right stage of the purchase journey, but they are designed to be customized in market.

Let the Cisco demand generation team help you deploy the right offers at the right time in the conversation with our enhanced automation tools. Leverage outbound, inbound, and digital warming tactics across your customer’s journey, from start to purchase.





Email 1

Landing Page

Landing Page

Landing Page

Email 2 Email 2

Engage Nurture Activate

Sal

es S

core

d Le

ad

Inbound (Drip) Nurture

Call Guide/Script

Customer Meeting

Sales Enablement*

.com Product Pages

Reg. PageComplete

Quali�ed

NO

YESIdenti�ed

Veri�ed

NO

Partner Landing Page

Email

Landing Page

Social Media

Banner

*Sales enablement includes: seminar-in-a-box emails, customer presentations, and at-a-glance guides.

15



Online Media Strategy

These four sections highlight ways you can introduce customers to these solutions. Banners, hero offers, ads, and content units can drive customers to relevant landing pages and flow them into the buying journey.

Take full advantage of social media opportunities. To make best use of the campaign, link in to your existing social media platforms, perhaps using Facebook or Twitter to amplify some of the compelling content available, and point prospects to your landing page(s). In addition, powerful banner ads are available, and they are ready to go live on the websites of your choice.

Demand Generation Media Strategy

Establish a strong presence in IT and business properties aligned with relevant technology and collaboration content. Help the audience investigate their topics of interest with these multiple digital ad tactics:

• Connect with “hand raisers” through relevant paid search listings.• Present solution story via standard display banners.• Deliver hero offers through rich-media content units.• Ensure cross-platform ad distribution across desktop, mobile,

and social channels.

1

3

2

4

Display Ads• Establish strong reach to core audiences with display

ads aligned with relevant content to reach prospects in the right mind-set—maximizing response and conversion.

• Standard banners and mobile ads (WAP or in-app) will drive users to your digital hub where they can get more information—or register for gated downloads.

• Banners will also give lift to search volumes and response.

Landing Pages Campaign strategy—including paid search, display ads, and emails—drives audience to landing pages that contain relevant solutions.

Partner photography located here.

Paid Search• Maintain prominent presence for your solutions with

paid search for key category and solution keywords to intercept active information seekers.

• Secure keywords with offers across the breadth of topics—from thought leadership to solutions and products.

• Align keywords and phrases with search engine optimization (SEO) efforts for maximum effectiveness and holistic search support.

Examples of Relevant Media PropertiesDisplay banners, mobile units (WAP or in-app), and content units should be concentrated on highly targeted technology and business sites that reach core audiences with relevant editorial. The following examples illustrate potential sitesto consider, but are not exhaustive.

Technology decision makers: CIO, IT director, communications buyer

Line-of-service influencers: contact center, marketing and sales, R&D and product, HR facilities

Social platforms

Paid search

HERO

ZONE 1 IMAGE

ZONE 1 COPYZONE 1

ZONE 2 IMAGE

ZONE 2 COPYZONE 2

ZONE 3 IMAGE

ZONE 3 COPY

ZONE 3




http://bx.cisco.com/cbx-portal/cbx_searchhome.jsp

16



Available Assets

Leverage the messaging developed for each campaign with the creative platform and templates designed to help you access new buying centers and acquire new customers.

Marketing AssetsMarketing Assets Determine which topic(s) meet your sales and marketing objectives and then leverage the relevant assets to assemble an impactful customer journey. Choose from email templates with modular copy, landing page copy, white papers, analyst reports, videos, and an array of additional soft offers. U.S. partners can use the Partner Demand Generation Guide to identify the most applicable campaigns.

Logos, Photos, and Press Releases

• Press release templates• Cisco partner logos• Request permission for logos and copyright use• Partner photography guidelines• Additional photography—brand exchange




http://www.cisco.com/web/partners/downloads/partner/WWChannels/download/us_partner_demand_generation_guide.pdf

http://www.cisco.com/web/partners/downloads/partner/WWChannels/download/us_partner_demand_generation_guide.pdf

http://www.cisco.com/web/partners/market/partner-marks.html

http://www.cisco.com/web/partners/market/partner-marks.html

http://bx.cisco.com/cbx-portal/searchallcategory.action?termid=10002&fromWhichNav=footer&termName=Guidelines%20%26%20Policies

http://bx.cisco.com/cbx-portal/cbx_searchhome.jsp



• Each campaign provides targeting recommendations. Be sure to include customers in your installed base who are ready for a technology refresh, or contact your Cisco product marketing manager or virtual product marketing manager for a list of customers with fully depreciated or last-day-of-support Cisco technology. Visit www.cisco.com/go/iblm and click on the Collaboration tab for more guidance.

• Be on the lookout for your customers who have initiatives in place for transforming the workplace, including bring-your-own-device (BYOD) programs, collaboration and video, and cloud-based applications. Identify and address customers’ business needs.

• Sell the value of Cisco solutions by explaining the unique features and value of having true end-to-end solutions. Access information about combating competitive solutions on Cisco.com.

• Align with your sales teams and ensure that they take advantage of the sales playbook to continue the customer conversation using email templates, call guides, white papers, case studies, design guides, and demonstrations to communicate how Cisco solutions and associated services can not only solve your customers’ problems, but can also position customers for future growth.

• Share key offers. Use Cisco promotions and programs to increase your profit and provide a stronger customer incentive to purchase Cisco. Resources are available on Cisco Partner Marketing Central.

• Align with your services team to maximize profitability and deliver the customer value. Services now represent up to 70 percent of overall partner profitability, and they are critical to delivering the value you’ll be marketing and selling. Make sure your practice lead is aware of the Services Practice Readiness Guide, enablement, and incentives available in the campaign.

Targeting Tips





http://www.cisco.com/go/iblm

http://www.cisco.com/go/iblm

http://www.cisco.com/web/partners/sell/competitive/index.html

https://www.ciscopartnermarketing.com/

partner marketing playbook · 2016-01-08 · demand and capitalize on this opportunity. people...

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