Tech marketing in 2016 – where are we now and where are we going?

1. Jeremy Bevan
Vice President, EMEAR Marketing, Cisco
@jeremybevan
The journey so far…
Cisco’s Marketing Ambition

8. Fuel the Commercial Business
Culture of Marketing and Sales
Connect the Marketing Teams

11. Sales Acceptance
Marketing Qualified
Responses
Sales Qualified Leads
MARKETING
SALES
Booked Opportunity
Moment of Truth
Common Language
Finding a Language that Everyone can Teach, Learn, Understand, and Apply

12. GOALS

13. FY14 – FY15 FROM PLAN TO RESULTS
$-
$50
$100
$150
FY14 Target - $250 Million FY15 Target - $1.024 Billion
Targets
Targets
$113.2M
Total Q1 Opportunity Value
$221.4.3M
Total Q2 Opportunity Value
$264M
Total Q3 Opportunity Value
$329.5M
Total Q4 Opportunity Value
$219.4M
Total Q1 Opportunity Value
$434.9M
Total Q2 Opportunity Value
$630.8M
Total Q3 Opportunity Value
$671.5M
Total Q4 Opportunity Value
Actual Results

16. Source: Sirius Decisions, The Marketing Organization in 2017
67%
of the customer’s
journey is now
done digitally

17. 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

18. Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study;
Hubspot 2012; IDC 2012 EAG Buyer Experience Survey
use support forums and
technical discussions to
inform the purchase decision
60%
of B2B buyers use
social media during
the purchase process
(LinkedIn, Twitter,
Facebook)
85%
of customers
initiate the first
step in the
buying cycle,
not sales
90%

19. The Business of
REAL TIME!

20. @DMScott / #mktgvelocity

21. @DMScott / #mktgvelocity

22. New Digital Businesses
World’s
largest taxi
company
owns no
taxis.
The largest
accommodation
provider owns no
hotels.
World’s
largest movie
house owns
no cinemas.

23. Our Vision Is to be an Innovative Leader In
Real-time, Personalized Marketing and Communications.
Our Opportunity Lies in Creating Unified, Omni-channel
Digital and Human Experiences.

24. Customer Experience Has To Be Our North Star

25. The skills evolution of the marketer.

26. Content your
Customers want
to Engage with

27. -Ken Kesey, author of “One
Flew Over the Cuckoo’s Nest”
“To hell with facts.
We need stories!”

28. Primary
• U.K
• France
• Germany
Secondary
• Eastern Europe
• Southern Europe
• Northern Europe
• Russia
• Middle East
• Africa
9 Content Teams
Closer to the customer

30. Contagious Content
122k
Total Engagements
455
Retweets
420k
Video Views
>350
New Followers
117k
Media Engagements
1.6k
Social Responses
750
Favourites
5.5k
Clicks

32. Swimlanes: Our Customer’s Journey

33. Swimlane: Content Consumption
$25k Switch
Booked
Revenue
Software
upgrades
Collaboration
product pages

34. Connected Intelligence

35. 1. Disrupt yourself.
2. Partner with the business.
3. Do you have the right resources?
4. Content is King!
5. Use technology.
Customer
Experience