Patrick Janssen - Marketing ambition the journey so far. Digital Future of B2B 2016 - High Tech Campus Eindhoven

1. Patrick Janssen
Marketing Lead Netherlands
pajansse@cisco.com / @pjanssen1
Cisco’s MarketingAmbition
The journey so far…

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

11. SalesAcceptance
Marketing Qualified
Responses
Sales Qualified Leads
MARKETING
SALES
Moment of Truth
Booked Opportunity
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
$113.2M $221.4.3M
Total Q1 Opportunity Value Total Q2 Opportunity Value
$264M $329.5M
Total Q3 Opportunity Value Total Q4 Opportunity Value
$219.4M $434.9M
Total Q1 Opportunity Value Total Q2 Opportunity Value
$630.8M $671.5M
Total Q3 Opportunity Value Total Q4 Opportunity Value
Actual Results
Targets

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

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 B2BBuyers Consume Information Study;
Hubspot 2012; IDC 2012 EAG Buyer Experience Survey
use support forums and
technical discussions to
inform the purchasedecision
60%
of B2B buyers use
social media during
the purchaseprocess
(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. Predictive
Audience,Market,
Industry Behavioral Insight
Responsive
Omni-channel,Relevant
Personalized
ContextDriven,Emotional
Connection,Anticipative
Attributes of Innovative, Personalized,
Real-time Marketing and Communications
Insight
Driven

25. Content your
Customers want
to Engage with

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

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

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

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