Relations

hip
Marketing

Relationship Marketing
Discipline Discovery Series
Blake E. Froehlich
SVP, Relationship Marketing
June 12, 2014

Each of us views the world from our own perspective

My lens on the world is through engagement, data and technology
Strive to provide a POV on how we think about and deploy Relationship
Marketing
As well as use this inflection point as an opportunity to innovate our model,

Agenda
What The Heck Is RM?
Why Do We Need RM?
I Thought We Already Had A Strategy Group?
What can RM Do For Me?
What Have You Done For Me Lately?
If I Catch RM Is It Fatal?
4

What The Heck Is RM?

It Started With The Cisco Pitch

ATTRACT

Increase awareness of
Cisco positioning and
solutions

ENGAGE

Motivate customer
investigation and
exploration of Cisco
offerings

NURTURE

Engage prospects who are

not ready to buy with a
multi-touch conversation

ACTIVATE

Demonstrate Cisco
offerings and encourage
purchase

Cisco RFP Requirement

Build on-going dialog with leads not ready to buy through
a multi-touch nurture framework.
6

Relationship Marketing Is Not.

Nurture! Or growing
plants!
Nurture is one
component of an
effective RM capability
but not an end to itself.
7

Relationship Marketing Is
A strategy designed to foster customer loyalty,
interaction and long-term engagement.
Is is designed to develop strong 1:1 connections with
customers by providing them with information directly
suited to their needs and interest and by promoting open
communication.
8

So What?
We have been building world-class B2B
engagement campaigns for our clients with
their customers for a long, long time!

Our Secret Sauce

We view RM through a data-driven lens.
Data-driven marketing refers to acquiring, analyzing and
applying information about customer and consumer
wants, needs, context, behavior and motivations.

AND
Automating the deployment of these insights across the
entire buy cycle through marketing technologies.
10

Data-Driven RM Vision
Leverage customer intelligence (Data) to optimize marketing
engagements in as near real-time as possible (Decisions) across
channel (Delivery) increasing value for individual customers
(1:1) and improving RM efficiency and effectiveness.

11

The MRM Solution Aligns

RELATIONSHIP
MARKETING

DATA

TECHNOLOGY

The alignment of these disciplines not only

drives value for our clients customers but also
for our clients.
12

Components Of RM Cont
RELATIONSHIP
MARKETING

DATA

Nurture

Reporting

CRM

A/B and Multivariate

Testing

Loyalty
Direct Marketing

Segmentation
Propensity Modeling

TECHNOLOGY

Leads Automation
Platforms
CRM Systems
Programmatic
Marketing Engines

Lead Scoring
Data Warehousing

13

RM Scales The Entire Buying

Process
ATTRACT

ENGAGE

DIRECT
MARKETING

ACTIVATE

NURTURE

PROSPECT
NURTURE

CUSTOMER
CRM

ADVOCATE

LOYALTY
PROGRAMS

PROGRAMMATIC MARKETING
DATA-DRIVEN CONSULTING

14

Why Do We Need RM?

The Changing B2B Landscape

There is no doubt these are challenging times for B2B technology marketers
being customer-obsessed can no longer be a platitude. Listening to data is
more important than positioning. Campaigns are being replaced by always-on
dialogs. And market disruptions are now big-bangs vs. bottom up revolutions.

65%
65% of
of
buyers
buyers
require
require
4+
4+
pieces
pieces
of
of
content
content
Most
to
short
toB2B
short
list.

comp
anies
talk
past
their
custo
mers

-McKinse

AMEX
consid
ers
movin
g to
100%
progra
mmati
c
market
ing
-- Ad
Ad Age
Age

60%90% of
90%
of
buyer
buyer
journey
journey
is
is selfselfguided
guided

Nurtu
red
leads
have a
23%
shorter
sales
cycle

Market2Lea
Market2Lea
d
d

16

Relationship Marketing In B2B

Is
Businesses need to work closely with potential
customers in order to help groups of decisionmakers with different interests reach consensus.
This consensus is built over time and requires
consistent communications and engagement
before it leads to a sale.
17

What It Means For B2B

Marketers
You need to get closer to your customers.
The days of buying a cold data list, hitting it with an
email blast and then telemarketing are waning.
Relationships built on a foundation of inbound marketing
are leading the way of change.

18

Engagement
Layer

Increasing Demand Gen Complexity

Data-Driven
Customer Experience

Inbound/Outbound
Campaigns/Web

Intelligent
Sales Enablement

Personalized Experience
Tailored message/assets
Guided Path-to-Purchase
Persistent measurement
Dynamic optimization

Measurement

Data Layer

Program Layer

Data Capture

Insights & Analytics

Profile Management
Composite Profiles
Content Sequencing
Muilti-Channel Targeting
Content Recommendations

Data-Driven Planning & Content

Build Personas/Profiles
Establish Buyer Journey/Conversion Paths
Build Path-to-Purchase Positioning/Messages
Build Modular Templates/Purpose-Cuilt Content

Dashboards

Analytics

Multi-Channel Data
VZW ATL Campaign Data
VES.com Domain Data
VZ Social Data (VZ sources)
Prospect List Data (non-VZ)

CRM Data
Account Planning/Forecasts Data
Client Contact/Relationship Data
Lead/Opportunity/Funnel Data
Files/Content/Assets Metadata

Insights

19

I Thought We Already
Had A Strategy Group?

Ball Of Snakes

Rattle
Blake

Tracy Reticulated Thayne

Kelly
Dont Call Me Boa

Steph
Constrictor

Strategy
21

Multi-Dimensional View Of
Strategy
ATTRACT

ENGAGE

NURTURE

ACTIVATE

ADVOCATE

Engagement Planning
Strategy

Relationship Marketing
Route To
Market
Ball Of
Snakes

22

Components Of An End-To-End
Strategy
Brand Strategy
Story Telling
Target
Definition
Messaging
Creative
Strategy
Content
Strategy
Direct
Marketing
Nurture
CRM
Loyalty
Data-Driven
Mktg.

Strategy
(K. Hindley)

Engagem
ent
Planning
(S. Mace)

Relationsh
ip
Marketing
(B.
Froehlich)

Route To
Market
(T. Thayne)

Ecosystem
Journey
Channel Mix
Media Planning
Media Buying
Experience
Planning

Partner
Marketing
Field Marketing
Sales Marketing
23

What Can RM Do For

Me?

RM Service Offerings
MODERN
MODERN DEMAND
DEMAND GENERATION
GENERATION
ELEMENTS
ELEMENTS
Engagement
Acquisition
Nurturing
Content Marketing Programs
Lead Management Process
Technology Infrastructure

Nurture

Loyalty

Content is king

Prospect nurture to drive sales

Customer loyalty

Context is queen

Customer nurture to drive revenue

Channel partner loyalty

Technology/data is the holy grail

Outbound spam to drive opt-out

Value not points

Contemporary B2B demand generation realizes

the complexity of the buying decision process
and engages in a conversation to aid in problem
identification and delivering content that moves
a customer through their buying cycle.

Nurture is a component of modern demand

generation and should be focused on engaging in
a conversation that leads to the right content
being delivered at the right time to prospects and
customers that are may or may not be in the
buying process.

Customer segmentation, LTV and ROI are all

pieces of the B2B loyalty puzzle. Targeting
loyalty programs is as important as the
construct itself including: Referrals,
Gamification (IBM CityOne), Exclusive
Content/Access, Discount Programs,
Customer Recognition, etc. 25

Purpose-Built Content

RM Service Offerings
DELIVERY DECISIONING DATA

DMP
(Owned,
Paid, Partner
Data)

Predictive
Optimizatio
n Engine

DSP

Direct Marketing

Consulting

Programmatic

1:1 focused

Answer key business questions

Always on

Customer segmentation

GAP analysis

Predictive

Print is not dead

Implementation Roadmap

Dynamic

Targeting and communicating with customers

via direct channels can provide an effective
solution for demand gen. Tactics include: Direct
Mail, OTM, E-Mail and Mobile.

Integrated Communications Planning (ICP) is a

consulting methodology (6-8 week
implementation) to conduct a GAP analysis,
vision cast the ideal solution and provide an
implementation roadmap.

Automating message delivery across the

contextual journey in order to learn, inform and
predict interest(s) that have value to customers
and/or personas who want it and are ready to
act on it (buying journey status).

26

What Have You Done

For Me Lately?

RM Engagements To Date
Active Engagements

Supporting Engagements

28

Covered California
Data-Driven Consulting (ICP)

Conducted a high-level scoping

engagement to identify CRM readiness
with the goal of re-engage site visitors
that begin the enrollment process but
abandon before completing the process.

Covered California Enrollment Nurture Journey

WEBSITEVISIT
California
Resident

STARTENROLLMENT

Covered California
Website

Note: CaseID
ismaster
trackingID

Registra on
First Name
Last Name
DOB
Contact preference
(email, mail, phone)
Exis ngCase ID
SS#(Op onal)

Note: Auto
generated DM
to incompletes
to Call Center

NURTUREEMAIL
Overwhelmed
Fearful

Start
Enrollment

Income
Ci zenship
Address
Etc.

Plan
Selec on
Page

Enrollment
Thank You
Page

Sa sfac on
Survey

30+Pages

Testers

Direct Mail
No ce

Insurance Co.
Premium
Not Paid

Intro Email
Welcome

Insurance Co.

Effectuated

Insurance Co.

Segment StatusSubsidy Status-

CRM
Database

Case ID Match
900,000 Records

CalHEERS
Database

Note: Phase 2
create aloyalty
programto
prompt reenrollment

Multi-Touch Nurture
Broad Target Performance
41% open rate
9% CTR
1% unsubscribe
40% of users logged in
23% of users clicked on
Find an Agent

Hispanic Target Performance

49% open rate
21% CTR
36% of users logged in
32% of users clicked on
Find an Agent

29

Intel
Intel IT Center
Ravi nurture program
Nurture program for Ravi is
designed to deepen Ravis
engagement with Intel and
provide content and experiences
relevant to Ravis immediate
interests and needs.
Accomplished by customizing
Ravis journey through the Intel IT
Center Website and email
communications

5. Nurture Journey
5. Nurture Journey
INTEL IT CENTERNURTURE CAMPAIGN - 2014
INTEL IT CENTER
CAMPAIGN - 2014
PASSIVE NURTURE
(UNKNOWN)

PASSIVE (UNKNOWN)

PASSIVE (LEGACY)
PASSIVE (LEGACY)

PASSIVE (KNOWN)
PASSIVE (KNOWN)

LEGACY
OPT-IN
LEGACY
OPT-IN

CONFO
EMAILS
(TWO)
CONFO
EMAILS
(TWO)

INTEL SALES
INTEL SALES

3 RD PARTY
CONTENT
3 RD PARTY
CONTENT

Y
SEM
/SEO
SEM
/SEO

INTEL ITC/
HUB PAGE
INTEL ITC/
HUB PAGE

Y
Opt-In
OPT-IN
TRIGGER
MOMENT
Page View
Opt-In
OPT-IN
TRIGGER
MOMENT
Page View
N

MONITOR
PAGE
MONITOR
PAGE

NEWS
ALERTS
ABSTRACT
NEWS
ALERTS
ABSTRACT

MONITOR
PAGE
MONITOR
PAGE

NEWS
ALERTS
EMAILNEWS
ALERTS
EMAIL

MONITOR
PAGE
MONITOR
PAGE

OSA
(QUALIFY)
OSA
(QUALIFY)

TRIGGER
MQL

TRIGGER
MQL

OSAM
(SCHEDULE)
OSAM
(SCHEDULE)

SAL
SAL

N
ON
DOMAIN
JOURNEYON
DOMAIN
JOURNEY

TRIGGER
PROFILE
CENTER
PROFILE
CENTER

INTEL IT
CENTER
INTEL IT
CENTER

- DECIDE ASSET

TRIGGER
- TALKE
TO
INTEL- DECIDE
SALES ASSET
- TALKE TO
INTEL SALES

1
1

30

Verizon Enterprise Services

Close $100 Million
Revenue GAP
Data-Driven
Recommendation
Move beyond content
and campaign creation
to strategic solutions
provider

Expand agency role to

play a key role in the
Aprimo launch

Incremental Top Of Funnel

Investment
Data-Driven Argument
Use Case Analysis
Pro-forma Analysis

Mktg. Automation To Execute At

Scale
Inbound Nurture
Programmatic Marketing
Closed Loop Analytics

Accelerate Existing Funnel Pipeline

Purpose Built Content
Nurture Prospects
Customer CRM
31

Use Case Analysis

POTENTIAL ECONOMIC IMPACT

Scenario 1: Customer Funnel Stage Frequency Optimization

e.g., Frequency optimization at each customer funnel stage
%
%
%
%

Awareness Stage % Of Annual Budget

POTENTIAL ECONOMIC IMPACT

Scenario 2: Prospect Conversion Quality Improvement
e.g., Nurtured Audience Segmentation Performance vs. General In-Market Audience
XX,XXX,XXX Annual verizonenterprise.com Unique Visitors
%
Conversion Rate % Of Average Website Visitors
%
XXX,XXX Total New Customers

Awareness Stage Current % Wasted Impressions

X,XXX,XXX,XXX
$X,XXX,XXX

Awareness Stage Impressions Wasted Annually

$
$
XXX,XXX,XXX
%
%

Awareness Stage Economic Value Of Wasted Impressions

%
%

Consideration Stage % Of Annual Budget

%
%

Consideration Stage Current % Wasted Impressions

X,XXX,XXX,XXX
$X,XXX,XXX
X,XXX,XXX,XXX
$X,XXX,XXX
Impressions
%
%

Intent Stage Impressions Wasted Annually

Intent Stage Economic Value Of Wasted Impressions
Annual Media Impressions Wasted

$X,XXX,XXX Annual Nurtured Marketing Impact

POTENTIAL ECONOMIC IMPACT

Scenario 3: Customer Cross-Sell Conversion Improvement
e.g., Nurtured Audience Segmentation Performance vs. General In-Market Audience
XX,XXX Annual Number Of VES Customers
%
Conversion Rate % Of Customers That Purchase Additional Products (Cross-Sell)
%

Total Annual Economic Loss From Wasted

DMP Improvement Global Frequency Capping/Optimization

XX.XX%

Awareness Stage % Wasted Impressions Optimized

XX.XX%

Consideration Stage % Wasted Impressions Optimized

XX.XX%

Intent Stage % Wasted Impressions Optimized

% Of Total Website Visitors In Nurtured Targeted Audience Segment Pool

X.X Nurture Optimized Conversion Rate

$X,XXX,XXX Consideration Stage Economic Value Of Wasted

Impressions
%
Intent Stage % Of Annual Budget
%
Intent Stage Current % Wasted Impressions

Annual Revenue From Website Visitors

XXX,XXX Total Incremental Potential Purchasers

40%
40%

X,XXX,XXX,XXX Consideration Stage Impressions Wasted Annually

%
%

Average $ Per Conversion

$
$

Average $ Per Cross-Sell Transaction

XX,XXX,XXX Avenue Revenue From Current Customers Cross-Sell Transactions

%
Nurture Cross-Sell Conversion Rate Improvement %
%
XX.X Nurtured Optimized Cross-Sell Conversion Rate
XX,XXX,XXX New Annual Revenue From Nurtured Optimized Customers
XX Incremental Credit Above Existing Targeted Sales Efforts
$X,XXX,XXX Annual Nurtured Marketing Impact

32

Programmatic Marketing Engine

Outboun
Outboun
d
d

Inbound
Inbound

Digital

Trade
Trade
Shows
Shows

Events
Events

Webinar
Webinar
s

Hospitalit
Hospitalit
y
y

Sales
Sales
Interaction
s
s

Purchase
Purchase
History
History

Customer
Customer
Service
Service

Business
Business
Change
Change

Personas User Journeys

MRM

REAL-TIME OPTIMIZATION
Data Management
Analytics Engine
Platform

DMP

Aprimo
Aprimo
Customer ID
PII DATA

Google
Google
Analytics
Analytics
SiteCatalyst
BEHAVIORA
L

Reporting Analytics
Reporting

Test / Learn

Tag
Tag Mgmt.
Mgmt. System
System
DMP
DMP

TERADATA

3rd Party
Data

33

TE
TE Inside Connections
Customers
Distributors

Central Org Lead Warming

Pilot
Warm up cool leads within salesforce via
an Eloqua pilot project focused on
Engineer Engagement

34

Cisco
Demand Gen Strategic Roadmap

Nurture Pilots

Proposed global Agency engagement

model

Americas Field Marketing

Switching Scrum Nurture Pilot

A Unifying Model

IoE

Mul -Touch Communica onsPlanning

Mul -Touch Communica onsPlanning

Brand

A Unifying Model

Mobility

Doing
Buy Now

IoE
Brand

Dreaming
Start Now

Mobility

Doing

Dreaming

Buy Now

Start Now

Target descrip on
Target insights
Messagingstrategy
Target descrip on
Offer matrix
Target insights
Crea vebrief
Messagingstrategy

MIT

GMP

Offer matrix

Trends

Portfolio

Crea vebrief

MIT

GMP

Trends

Portfolio

Campaign
Descrip on
Campaign
Descrip on

Defining
Build Now

Defining

2013-2014 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

Build Now
Cisco Confidential

2013-2014 Cisco and/or its affiliates. All rights reserved.

Messaging
Pla orm
Messaging
Pla orm

Data-driven targe ng
Customer journey
Progressivedataprofile
Data-driventarge
ng
Contact m
ap
Custom
ers.journey
Mul -touch
comm
map
Progressivedata profile
Decisionrules
Contact
map
Wirefram
es
Mul -touch comms. map
Learningplan
Decisionrules
Wireframes
Learningplan

Unicacampaign setup
Tagging&trackingsetup
Repor ngdashboard
Unica campaign setup
configura on
Tagging& trackingsetup
Test andlearn setup
Repor ngdashboard
Tes ngQA
configura on
Campaignmanagement
Test and learn setup
Tes ngQA
Campaign management

Pla orm
Configura on
Pla orm
Configura on1
1

Project Ferrari

Project Genesis

US Switching Pilot Project

EMEAR / Americas Collaboration Pilot Project

Measure, Track, Op mize

Project Ferrari Ecosystem

Measure, Track, Op mize

ProjectFerrari Ecosystem
Cast TheNet
Play, Offers, Journey
Solu on

A ract

Full Array
Cast TheNetOp mized
Media
experience
Strategy

Play,Offers, Journey

SecuritySolu on
Personas
Security

B2D

Full Array
Media
Strategy

hooks Op mized
experience

Engage

VAR/
Inside Sales

hooks

Nurture A ract

Engage
PersonasAc vate
Nurture
Ac vate

B2D
CAA
AQL
EW
SMO
CAA
Target Buys
AQL
EW
SMO
Target Buys

Data-driven

Data-driven

Overlay
Analysis
Insights

Overlay
Analysis
Insights

Automated
Nurture

Automated
Nurture

SQL

VAR/
InsideSales

M
Q
L

SQL

M
Q
L

ScrumNurture
Journey
ScrumNurture
Journey

35

Cisco Email Scrum Switching Pilot

Planning and Development Work-Flow Process
June 08, 2014

Multi-Touch Communications
Planning

Target description
Target insights
Messaging strategy
Offer matrix
Creative brief

Campaign
Description

Messaging
Platform
Data-driven targeting
Customer journey
Progressive data
profile
Contact map
Multi-touch comms.
map
Decision rules
Wireframes
Learning plan

Unica campaign setup

Tagging & tracking
setup
Reporting dashboard
configuration
Test and learn setup
Testing QA
Campaign
management

Platform
Configuratio
n
37

Campaign Description

Multi-Touch Communications
Planning

Target description
Target insights
Messaging strategy
Offer matrix
Creative brief

Campaign
Description

Messaging
Platform
Data-driven targeting
Customer journey
Progressive data
profile
Contact map
Multi-touch comms.
map
Decision rules
Wireframes
Learning plan

Unica campaign setup

Tagging & tracking
setup
Reporting dashboard
configuration
Test and learn setup
Testing QA
Campaign
management

Platform
Configuratio
n
39

Target Description
Focus On Core Buyers: ITDM & Network Buyers

But given Ciscos high market penetration and the focus on converting
known leads for upgrade/migration of Catalyst 2K/3K/4K & 6K Campus LAN
switching
NETWORK
BUYER

There are certainly angles of influence across the BDM landscape from
CXOs to LOB leaders that are putting pressure on IT organizations to quickly
enable a wider range of easy to deploy/access/use mobile solutions.

IT
DIRECTOR

40

Target Insights
Keeping Up New Needs, New Threats, New Capabilities

Lets face it Cisco builds great hardware. Hardware that lasts and IT professional
trust. Which means they dont replace gear because of failure or ware out and IT is
hesitant to expend resources [capital, resources & time] to change anything that
isnt broken.
o

Biggest network-related pain points:

Security vulnerabilities: Prevent, Detect, Respond

New customer demands: BYOD, Multiple Devices, Video, Collaboration, etc.

New technology capabilities: Virtualization/Cloud, SDN [Programmability], XaaS, IoE

Challenges beyond normal budget & upgrade cycles/end-of-life issues:

Simplicity & Control: Less maintenance, more innovation

Proactive vs. Reactive Security: Intelligence driven, collaborative & transparent

Keeping Up With More Everything: Users, devices, things, locations, apps, data, etc.

Moving To A Programmable Future: Networks that are Fast, Flexible & Future Proof

41

Messaging Strategy
Topline Messaging Strategy
Use Insights To Provoke
o Use challenging and even provocative insights as a lever to trigger action and urgency in a
market that can be complacent and slow to upgrade switching gear.
o Create the perception that failure to upgrade core networking components may
prohibit/restrict ability to adopt sexier trends like cloud, big data, mobility, etc.

Assess Need & Solve Real Problems

o Use problem/solution based engagement to create body language that allows users to self
select into a nurture path that narrows into most applicable solution.
o Look at assessment type offers that deliver value beyond a register/download interaction
and encourages sustained engagement and re-targeting.

Enable Self-Selected Engagement Paths

o Use content/offers that enable multiple extension paths [i.e. not one 5 minute video, but 5
one-minute videos that cover variations on a theme].
o Look at messaging and offers that can be used to create multi-path narratives.

42

Creative Strategy
Creative Brief

Attached Word Doc

43

Messaging Strategy Summary

General

Welcome
Tracks

1A

Offer:
Offer:
EN
EN Business
Business Trends
Trends
Video
Video
1B
Offer:
Offer:
IDG
IDG Whitepaper:
Whitepaper: E
E
mpower
mpower Innovation
Innovation
/Reducing
/Reducing Complex
Complex
ity
ity

Warming
Tracks

Security

2A
Offer:
Offer:
UA
UA WhitepaperWhitepaper- Imp
Imp
rove
rove Efficiency
Efficiency
2B
Offer:
Offer:
Simplify and
Simplify
and Secur
Secur
e
e Your
Your Access
Access Netw
Netw
ork
ork Webinar
Webinar

Offer:
Offer:
Threat Defense
Whitepa
Threat
Defense Whitepa
per
per

Simplici
ty

Capabiliti
es

Offer:
Offer: IT
IT Simplicity
Simplicity
Webcast
Webcast [June
[June
Production]
Production]
Offer:
Offer:
Cisco
OD Webcast:
Cisco OD
Webcast: New
New
Cisco
Cisco Catalyst
Catalyst Line-Up
Line-Up

Efficiency

Offer:
Offer:
Fundamentals
Fundamentals of
of Energy
Energy
wise
wise Video
Video

ITDM

1A
Offer:
Offer:
The
The Switch
Switch Is
Is On
On V
V
ideo
ideo
1B
Offer:
Offer:
Six
Six Step
Step Mobility
Mobility E
E
xperience
xperience

2A
Offer:
Offer:
Story
Story of
of 802.11ac
802.11ac
Video
Video
2B
Offer:
Offer:
Simplify/Secure
Simplify/Secure Yo
Yo
ur
ur Network
Network Webcast
Webcast

Offer:
Offer:
Secure
Secure Mobile
Mobile Access
Access F
F
or
or PMDs
PMDs Whitepaper
Whitepaper
Offer:
Offer:
Campus
Campus LAN
LAN Design
Design Pla
Pla
ybook
ybook
Offer:
Offer:
Cisco
Cisco One
One EN
EN Arch.
Arch. Whi
Whi
te
te Paper
Paper
Offer:
Offer:
Mericom
Mericom Green
Green Report
Report

1A

Network Buyer

Offer:
Offer: Catalyst
Catalyst
3850 Resource
3850
Resource Kit
Kit
1B
Offer:
Offer:
Reinventing
Reinventing the
the C
C
ampus
ampus Backbone
Backbone Vi
Vi
deo
deo

2A
Offer:
Offer:
ZK
ZK White
White Paper:
Paper: Th
Th
e
e Cisco
Cisco ONE
ONE
Networks
Networks
2B
Offer:
Offer:
Catalyst 2960-X
Catalyst
2960-X In
In
fographic
fographic

Offer:
Offer:
Comparison
Comparison Guide
Guide +
+
TMP
TMP
Offer:
Offer:
Cisco
Cisco Active
Active Advisor
Advisor

Offer:
Offer:
Technology Migration
Technology
Migration P
P
rogram
rogram
Offer:
Offer:
EnergyWise
EnergyWise Fast
Fast Start
Start Tr
Tr
ial
ial

Messaging Platform

Multi-Touch Communications
Planning

Target description
Target insights
Messaging strategy
Offer matrix
Creative brief

Campaign
Description

Messaging
Platform
Data-driven targeting
Customer journey
Progressive data
profile
Contact map
Multi-touch comms.
map
Decision rules
Wireframes
Learning plan

Unica campaign setup

Tagging & tracking
setup
Reporting dashboard
configuration
Test and learn setup
Testing QA
Campaign
management

Platform
Configuratio
n
46

Lead Clustering
Cluster switching
prospects in three
tracks

Title Targeting

(Focus on 2K, 3K, 4K and 6K

Switching Purchasing)

IT Decision
Maker
IT Network
Buyer
General
(No Title)

Lifecycle
ITDM track will focus on delivering
messaging designed to inform key
influencers regarding the Cisco
differentiator
TDM track with a focus on the
Network Buyer and will highlight
product specs, speeds and feeds as
well as content required to aid in the
internal sell
General track will contain all other
leads and will drive to differentiate
based on title
47

Data-Driven Scoring
We will escalate leads based on two different factors
1. Start with progressive data capture (BANT)
2. Overlay scoring index (Digital Engagement + TIS + Nurture
Engagement)

BANT

Modeling

NEED And TIME

Score

Digital
Engagement +
Nurture
Engagement

48

Scoring Considerations
Engagement score is a multi-dimensional index comprised customer
interactions across multiple channels over a period of time (6-months)

Engagement
Score

Designed to measure the

level of buying interest, as
well as place in marketing
funnel
- If high, lead 65% likely to
be in buy mode. Medium
= mid funnel and Low = top
of funnel

Topic Of Interest
(TIS)
- Measure level of interest
in Cisco technology
- Calculated daily for 40M
cookies and 500K MODS
contact IDs
- Calculates use of
Cisco.com over the past
180 days

In Campaign
Scoring
- Unica solution that tracks
multi-touch email activity
- Used to modulate
messaging based on past
click-stream activity

49

Scoring Considerations
Combine Engagement/TIS score + Unica In-Campaign
Score into an engagement index
Alphanumeric scoring approach comprised of
Alpha score (A, B, C, D) = campaign responsiveness measured
by the Unica in-campaign score
Numeric score (1,2,3,4) = level of buying intent measured by
the combined Engagement and TIS scores

50

Switching Lead Nurture Journey

DATA DRIVEN
STRATEGY

CLUSTERS

SALES TREATMENT

NURTURE JOURNEY

Propensity Modeling

Title Clustering

Performanc
e
Reporting

1-2 Months
ITDM

LIFECY
CLE

Network
Buyer
Unkno
wn

Opportunity
(Engaged)
Welco
me

3-6 Months

VALUE

Profile
Score
Engag
e
Score

Opportunity
(Unengaged)

Warm
(Personalized)

Hot
(Scored)
Call Center
Score & Treat
Call
Center

Trigger
Messaging
Cool
(Unengaged)

Lead
Suspects

Cold
(Unresponsive)

Stop
Nurture

Lead
Prospects

MQ
L

Cisco
Sales

SA
L

SQ
L

51

Switching Lead Nurture Conversion Analysis

DATA DRIVEN

STRATEGY

CLUSTERS

SALES TREATMENT

NURTURE JOURNEY

Performance
Reporting

Title Clustering

1-2 Months
ITDM

LIFECYCLE

Network
Buyer

Warm
(Personalized)

Unknown

Opportunity
(Engaged)

Propensity Modeling

Welcome

3-6 Months

VALUE

Opportunity
(Unengaged)

Profile
Score

Hot
(Scored)

Call Center
Score & Treat

Trigger
Messaging
Cool
(Unengaged)

Call
Center

Cisco
Sales

Stop
Nurture

Cold
(Unresponsive)

Engage
Score

SUSPECT RESPON
SE
S
3.5 Million 1.5%

SCORED BANT

MQL

2,666/wee
15%
k

400/week50%

SAL

SQL
200/week

52

Switching Lead Nurture Progressive

Data Capture
DATA DRIVEN

STRATEGY

CLUSTERS

SALES TREATMENT

NURTURE JOURNEY

Performance
Reporting

Title Clustering

1-2 Months
ITDM

LIFECYCLE

Network
Buyer
Unknown

Opportunity
(Engaged)

Propensity Modeling

Welcome

3-6 Months

VALUE

MODS DATA
Last response
GRS form data
(Short)
SMS form data
(Short)
D&B appended data

Opportunity
(Unengaged)

Profile
Score

Warm
(Personalized)

Hot
(Scored)

Call Center
Score & Treat

Trigger
Messaging
Cool
(Unengaged)

Call
Center

Cisco
Sales

Stop
Nurture

Cold
(Unresponsive)

Engage
Score

RESPONSE
Email delivers,
bounces, opens,
clicks, opt-outs
Content / Offer
downloaded
Nurture level

SELF
REPORTED
(GRS Form Data)
Problem
Statement
BANT Scoring
Title
First Name

SCORE
Propensity
score

CALL
CENTER
BANT Qual %
BANT Qual #
Rejection Report

SALES

SAL %
SAL #
SQL %
SQL #

53

Name

Description

Name

Description

Offer

Response Activity

Response

Email Performance

Date
Offer
Format

Content/Offer that drove registration for

each email suspect

GRS/SMS Form Registration

(Short)

Progressive Data Capture (Long Form)

6-Question
First Name
Last Name
Email
Phone
o Country Code
o Area Code
o Phone Number
o Extension #
Country
Title
o Score (Tech or Biz)
Company Name

User ID
Email
First Name
Last Name
User ID
Password
Contact Information
Type Business or Home
Company/organization
Job role (optional)
Job function (optional)
Phone Number
Country
Address
City
State/province/region
Zip code/postal code
Opt-in for Cisco comms
Opt-in for partner comms
Security questions (2)
Company/Organization
Title

D&B
TBD
TBD

Appended Data Elements

Deliveries
Bounces
Opens
Clicks
Opt-outs
Content/Offers consumed
Nurture level

Unica email performance

Self Reported

Progressive Data Capture (GRS Form)

Four Problem (Security,

Simplify, Efficiency,
Capability)
Switch need
Switch purchase timing
Title
First Name

For problem / Solution mapping

Lead Score

To Be Sent To Call Center

Unica propensity score

o Profile: Title and SOW
o Engagement: Event,
Website and Nurture
response history

Comprised of both a profile and

engagement score

Sales Qualification

From Call Center To Salesforce

BANT qualification %
BANT qualification #
Rejection report
SAL %
SAL #
SQL %
SQL #

Clustering
Name personalization

Funnel qualification

54

.COM/SWITCH

MODS
TRIGGER

Ops

Lead
Score

THANK
THANK
YOU
YOU

Contact
Map

UNICA
Leads
Extract

CALL CENTER

ITDM

Not
Qualified

Welcom
e

EMAIL
EMAIL 1
1

NB

EMAIL
EMAIL 1
1

OTHER

Month 1: Up to 2 weekly
emails to drive response
targeted by title and
focused on prompting
problem identification.

EMAIL
EMAIL 1
1

WARM SEGMENT
OPP
WARM

ENGAG
E

WARM

WARM

HOT

YES
PROBLEM

HOT

HOT

GENERAL

NO

OPP

OPP

ITDM

TDM

PROSPECT

NO
SUSPECT

YES
Problem/
Solution
journey

OPP
COOL
COLD

Months 1-2: Weekly

Months 3-4: BiWeekly
Month: 5-6: Monthly

Trigger Messaging (Monthly)

Scored

CALL CENTER

QUAL
NO

YES

MQL

SAL

SQL

55

Communications
Journey
Weekly Send

Welcome

Welcome
Track

Touch 3 to responders will

be sent weeks post
Welcome touch 2.

Touch
1

Touch
2

Messag
e:
Conten
t:
CTA:

Messag
e:
Conten
t:
CTA:

Touch 3 to non-responders
will be sent 2-weeks post
Welcome touch 2.

Welcome

Opportunity

Touch
3

Message
Touch
:
14
Content:
Message
CTA:
:
Content:
CTA:

Problem identified and

pushed to warm migration
journey with 3 problemspecific offers then cycle
through alternate warm offer
cadences.

Touch
3
Message
Touch
:
6
Content:
Message
CTA:
:
Content:
CTA:

Bi-Weekly Send

Monthly Send

Warm

Hot

Touch
3

Message
Touch
:
14
Content:
Message
CTA:
:
Touch
Content:
3
CTA:
Message
Touch
:
14
Content:
Message
CTA:
:
Content:
CTA:

Touch
7

Message
Touch
:
10
Content:
Message
CTA:
:
Content:
CTA:

Opportunity

Cool

Weekly Send

Bi-Weekly Send

Scored Lead
To Call Center

Scored Lead
To Call Center

Touch
11
Message
Touch
:
12
Content:
Message
CTA:
:
Content:
CTA:

Cold

5
Monthly Send
6

Dynamic Templates
Email
Dynamic email template that will display up to 6 content zones based on profile status and business
rules
Brand masthead
2. Name personalization
3. Value tier status (opportunity, warm, hot, cool, cold) and associated offer
4. Network issues
5. Factoid
6. Cisco personal contact human element
1.

Landing Page
Email communications will drive to a landing page(s) that retains variable content based on profile
status and business rules
o. Email

content zones will need to be reflected in the landing page and provide greater depth of
engagement or functionality

o. Progressive

data capture content zone will only be exposed on landing page

57

Dynamic Templates Cont

Mandatories
Cisco Logo
Contact Cisco (call center number)
Footer Link to Cisco legal and privacy policies

Note: Linking to .Com via a primary or secondary navigation

elements has not been decided at this point. Recommend to managed
via deep-content links relevant to context/copy.
58

Email Template Decision Rules

Zone
1

Name

Objective

Example Business Rule

Brand Masthead

Program name, Cisco imagery and value proposition

statement. 4 potential masthead treatments to match
the Network Issue (problem statements) for: Security,
Simplify, Efficiency and Capability.

IF network issue identified as security THEN populate with

Security masthead ELSE populate with run of mastheads
(Security, Simplify, Efficiency, Capability, start the
sequence over).
Replicate the business rule for Simplify, Efficiency and
Capability .

Name
Personalization

Collect data points either from GRS registration form or

through progressive data capture to personalize (first
name) communications.

IF first name present, THEN populate with first name,

ELSE default to generic greeting

Value Tier Status

and Offer

Messaging and offer based on existing value tier

migration segment.

IF value tier identified, THEN provide provide messaging

and offer based on sequence of contact.

Network Issue

Identify potential network issue (problem include:

Security, Simplify, Efficiency and Capability) that allows
for customization of communications.

Example: value tier WARM message FIVE.

IF network issue has been identified AND Security THEN
populate masthead with Security imagery, serve
appropriate Security offer from a series of 3 created, serve
Security factoid from a list of two, turn off Network Issue
variable zone of content from subsequent emails ELSE
continue to serve Network Issue variable zone of content.
Replicate the business rule for AND Efficiency, Simplify and
Capability

59

Email Template Decision Rules

Zone
5

Name

Objective

Example Business Rule

Factoid (Email
Only)

1-2 factoids created for each of the network issues

(Security, Simplify, Efficiency and Capability)

IF network issue identified as Security THEN serve

Security factoid 1.
IF Security factoid 1 has been served THEN serve Security
factoid 2 ELSE revert back to security factoid 1.
Replicate business rule for IF Simplify, Efficiency and
Capability.
IF Network issue not identified THEN rotate through the
full list of factoids starting with 1 through 8 and repeating
from the top.

Cisco Personal
Contact

Messaging from a Cisco representative designed to

humanize communications. Feature call center reps.

IF value tier warm, THEN serve customized message,

ELSE highlight generic call center rep available to talk with
contact information.

60

Email Template
Wireframe
Zone Content Details:
1. Program name, Cisco imagery and value
proposition statement. 4 potential masthead
treatments to match the Network Issue
(problem statements) for: Security, Simplify,
Efficiency and Capability.
2. Collect data points either from GRS
registration form or through progressive data
capture to personalize (first name)
communications.
3. Messaging and offer based on existing value
tier migration segment.
4. Identify potential network issue (problem
include: Security, Simplify, Efficiency and
Capability) that allows for customization of
communications.
5. 1-2 factoids created for each of the network
issues (Security, Simplify, Efficiency and
Capability)
6. Messaging from a Cisco representative

1
Logo

Brand Masthead

First Name Personalized Salutation

5
Switching
Factoid

3
Value Tier Status Message and Offer

4Network Issues
Primary CTA Button

Cisco Personal Contact

6(with complimentary
close, rep spotlight, call center number
(with complimentary close, rep spotlight, call center number
and
and inline
inline
contact
contact CTA
CTA hyperlink)
hyperlink)

Security
Simplify
Efficiency
Capability

Footer Links: Legal and Privacy

61

Learning Plan

Strategic analytics roadmap including what is to be measures as

well as how.

LEARNING PLAN
Create an annual
Business Intelligence
(BI) learning plan with
key performance
metrics, measurement
approach and an
ongoing test and learn
plan.

OPERATIONS PLAN
Architect the BI team
and framework by
identifying resources,
processes, tools and
expertise required to
deliver against the
Learning Plan.

DEPLOYMENT PLAN
Visualize the Business
Intelligence data and
insights within a
replicable dashboard
for reporting and
optimization purposes.

OPTIMIZATION
PLAN
Continue to optimize all
elements of the BI Plan
to drive continuous
improvement and
actionable insights.
Publish reports on a
regular basis to
socialize and provide
business attribution.

62

Learning Plan Cont

Questions we would like answered from this pilot program:
Key Business Question

Date

What topics/subjects drive the greatest response?

July

What are the most important creative elements (visuals, copy, call to action, etc.) at
driving increased engagement?

July

Which templates and offers are bringing the best response (A/B test experience)

July

Is our initial scoring logic a good indicator of call center and sales readiness?

August

How many leads can our call center reps handle efficiently?

August

Which customer data points are strong indicators of sales readiness?

Sept

What is the lift in MQLs/Engagement from the nurture pilot over current state?

End

Has the nurture program accelerated the sales cycle?

End

How do response and conversion metrics differ between responders that identify
problem versus not?

End

63

Learning Plan Metrics

Primary KPI: SQL & Call Center MQL Conversion Rate

MOEs:
Contactable Database Growth
Unsubscribe Rate
Delivery Rate
Open Rate
Click through rate
Site Bounce Rate
Offer views/downloads
Video views/midpoint/completion
Prospect to call center rate
MQLs
MQL to SQL rate
Win/Loss Rate

Reponses by customer
segment
Funnel Velocity
Funnel Viscosity
Average prospect to SQL
cycle

64

Multi-Touch Communications
Planning

Target description
Target insights
Messaging strategy
Offer matrix
Creative brief

Campaign
Description

Messaging
Platform
Data-driven targeting
Customer journey
Progressive data
profile
Contact map
Multi-touch comms.
map
Decision rules
Wireframes
Learning plan

Unica campaign setup

Tagging & tracking
setup
Reporting dashboard
configuration
Test and learn setup
Testing QA
Campaign
management

Platform
Configuratio
n
65

If I Catch RM Is It
Fatal?

RM Client Diagnosis Tool

RM Condition Checklist
RM is a condition of poor
performance due to
o

Messaging Confusion

Lack of focus

Organizational memory loss

Funnel incontinence
67

How Do I Help My Sick Clients

Treatment Plan
Get yourself up to speed on our RM capabilities
Share RM capabilities with your clients
Engage the RM lead on your business
Complete the RM engagement form
o

Question 1: Do you have a budget?

Question 2: Do you have a budget?

68

RM Org Structure
B.
Froehlich
(SVP)

B.
Froehlich
(Support)

B.
Froehlich

B.
Froehlich

B.
Froehlich

(Sales)

(Strategy)

(Deployment)

69

Thank You!