11©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Welcome & what’s in store

VERY WARM WELCOME Check Point marketing update Social Media – are you using it? 4pm Coffee Break Sales Wins – we need to tell the story Driving this year’s Check Point message Round Table discussion Close

5.45pm: Drinks/Champagne Reception- Harte & Garter bar

6.30pm for 7pm: Restaurant: Mango Lounge Windsor - Datchet Road, Windsor

22©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Agenda

1 2010 In Review

2 2011 Calendar and Initiatives

3 Summary

33©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

2010 Awareness -- PR

Strong PR coverage 953 clippings 9 Contributed articles

and 20 incidents of publishing

5 Surveys 3 Awards 38 Press briefings

44©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

2010 Awareness – Analyst Relations

Improved AR coverage Leader in 3 Gartner

Magic Quadrant Presence in a futher

6 Gartner Magic Quadrants

Enterprise Firewall

UTMMobile Data

Protection

55©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

2010 Customer References

Customer Success Stories - global Software Blades IPS DLP Appliances

2011 – need to drive UK specific success stories – more discussion later

Fitchburg University -- DLP

Bentley Systems -- IPS

Blog

Quala –

Software Blades

66©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

2010 UK CP own Demand Generation - Anticipated ROI

Measure Anticipated Achieved 2010

Target

2011

Leads to Win conversion

5% - 1:20 0.67% 2%

Leads to Opportunity conversion

20% - 1:5 3.7% 6%

Opportunity to Win conversion

33% - 1:3 18% 20%

ROI – investment / $Value

150%

77©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Anticipated ROI

Measure Anticipated Achieved 2010

Target

2011

Leads to Win conversion

5% 0.67% 2%

Leads to Opportunity conversion

20% 3.7% 6%

Opportunity to Win conversion

30% 18% 20%

Average Pipeline deal

$15K $20k $22k

Average Win deal size

$20k $58k $60k

ROI Investment –v- $return

150% 285% 300%

88©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Anticipated ROI

Measure Anticipated Achieved 2010

Target

2011

Leads to Win conversion

5% 0.67% 2%

Leads to Opportunity conversion

20% 3.7% 6%

Opportunity to Win conversion

30% 18% 20%

Average Pipeline deal

$15K $20k $22k

Average Win deal size

$20k $58k $60k

ROI Investment –v- $return

150% 285% 300%

99©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Agenda

1 2010 In Review

2 2011 Objectives and Initiatives

3 Summary

1010©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

2011 Overall Objectives

High impact awareness Feature/cover stories in top tier media (3 in 2011 for UK –

CBR – Infosecurity Mag - tbc) Develop news that validate our leadership (certifications,

benchmark and testimonials) Sponsored Activities

Working with partners High impact demand generation

Activities that bring leads with opp. conversion rate of 6% Target C-level (at least 10% of audience) Target endpoint security titles (at least 20% of audience) Target net new prospects (at least 20% of audience)

1111©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Initiative - NSS Tests and Certifications

NSS IPS test Group Check Point blows away the IPS test with 97.3%

block rate

NGFW certification Check Point to

be the first certified by NSS as Next Gen Firewall

Report due Jan/Feb 2011

1212©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Initiatives – Working with partners

Sponsored Events Conduct jointly sponsored events with partners

► Small (circa 20-30 people)► CP Direct Marketing / Partner Co-op funded (50/50)

Total Cost circa $5k Check Point does logistics Check Point creates materials Partner delivers delegates Check Point follows up on leads via EST or Partner conducts War Room

with CP Account Manager All invoicing done via CP Agency - Bull Creative

► Technology Focus – DLP / IPS / Application Control Target 4 per quarter

C-Level Round Tables Circa 10-15 organisations per event Target 1 per quarter

1313©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

2011 Global Campaigns Proposal

Q4Q2 Q3Q1

3D security: Release R75

Data Security

Cloud Security

Endpoint Security

Appliances (London, Grizzly)

Data center Security (Armageddon)

Leads

6,000

3,000

3,000

5,000

2,500

1,500

1414©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

3D Launch Activities – 12 UK Interviews

Date Publication Journalist Type Spokesperson Status

Week of 1/31 SC Magazine - UK Dan Raywood Phone Nick Lowe Confirmed

Week of 1/31 Infosecurity Magazine- UK Steve Gold Phone Nick Lowe Confirmed

Week of 1/31 Techworld.com / IDG - UK John Dunn Phone Nick Lowe Confirmed

Week of 1/31 Channel Pro - UK Will Garside Phone Nick Lowe Confirmed

Week of 1/31 Computer Reseller News - UK Doug Woodburn Phone Nick Lowe Confirmed

Week of 1/31 Computing / V3 - UK Phil Muncaster Phone Nick Lowe Confirmed

Week of 1/31 Computer Business Review - UK

Steve Evans Phone Nick Lowe Confirmed

Week of 1/31 Microscope - UK Simon Quick Phone Nick Lowe Confirmed

Week of 1/31 ZDNet - UK Tom Espiner Phone Nick Lowe Confirmed

Week of 1/31 Computer Weekly - UK Warwick Ashford Phone Nick Lowe Confirmed

Week of 1/31 Computerworld UK – UK Anh Nguyen Phone Nick Lowe Confirmed

Week of 1/31 Heise Security - UK Chris von Eitzen Phone Nick Lowe Confirmed

1515©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Campaign Goals

Build strong awareness around 3D Security CXO level decision makers IT Security Technical Audiences General Business and Investment audiences

Bring Proof points with R75 and individual blades IT Security Technical Audiences

Educate customers and partners on what 3D Security is and how Check Point products fit into it.

1616©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

3D security Awareness Activities

MayMarch AprilFeb June

Feb 15-June 30 Online ads in Eweek, SCMagazine, NetworkWorldIT Security Audience

Online ads: NYT, WSJ, Business WeekFeb 15-March 15CXO Audience

May 23-25 CPX Chicago: Airport Advertising

May 3-6 CPX Barcelona: Airport Advertising

General Business

Audience

Feb 14-18 RSA: theater preso3D Security Party

Customers & Partners

Employees

Advertising

Conference

Web marketing

Email marketing

Feb 8 Banner and Microsite, PartnerMap, Syndication, cpi news

Feb 8Email Blasts Customers and Partners

March 15-May 15 Potential add’l advertising

Feb 14

Internal Marketing

Email signature and screensaver for employees, office posters available

Apr 12 Viral email customers and partners with 3D game

Apr 17-22

Infosec London: Airport Advertising

1717©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

3D Security & R75 Global Webinar Series

MayMarch AprilFeb June

3D Security WebinarFeb. 23

Analyst Speaker?

3D Security WebinarFeb. 23

Analyst Speaker?

R75 OverviewWebinarMar. 16

R75 OverviewWebinarMar. 16

IPS w/NSS Webinar

Apr 6

IPS w/NSS Webinar

Apr 6

AppControl WebinarApril 27

Includes customer testimonials

AppControl WebinarApril 27

Includes customer testimonials

ID AwarenessWebinarMay 18

ID AwarenessWebinarMay 18

DLPWebinarJune 8th

• Includes customer testimonials

DLPWebinarJune 8th

• Includes customer testimonials

1818©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

3D security Partner and Customer Marketing

MayMarch AprilFeb June

Feb. 8Customer eblastWebsite Banner and Landing pagesPartner EblastPartner SyndicationPartnerMap

Feb. 8Customer eblastWebsite Banner and Landing pagesPartner EblastPartner SyndicationPartnerMap

Feb. 21 Partner Campaign in

a Box Partner webinar in a

box

Feb. 21 Partner Campaign in

a Box Partner webinar in a

box

Mar. 8 3D security White paper Customer eblast w/WP

US

Mar. 8 3D security White paper Customer eblast w/WP

US

Mar. 22 Localized White paper Customer eblast Int’l

Mar. 22 Localized White paper Customer eblast Int’l

Apr. 12

3D Security game

Viral Customer and Partner Eblasts with 3D game

Apr. 12

3D Security game

Viral Customer and Partner Eblasts with 3D game

May 3-5• CPX Barcelona

May 3-5• CPX Barcelona

1919©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Targeted Marketing Activities

For CEO, Endpoint decision makers, new customers Better list segmentation

List enrichment, Competitive list Targeted messaging

Full C-Level program C-Level campaign in the box 2011: focus on small events and build credibility with that audience 2012: C-level summit at CPX

2020©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Agenda

1 2010 In Review

2 2011 Objectives and Initiatives

3 Summary

2121©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Summary

2011 will be the year of 3rd party validation of our solutions Focus on high impact marketing activities generating

coverage and pipeline Improve our ROI dashboard metrics with ourselves and

with partners for better analysis of ROI Jointly funded end users events, leveraging CP Direct

marketing funds & Partner co-op ………..Oh and I forgot one more thing…

2222©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties

Oh – and there’s one more…H1 2012 Co-op Planning Schedule

Date Planning Process

3-21 Oct Partner Meetings

31-Oct Plans submitted to DAM/CAM & Marketing for BS review

1-4 Nov BS to review all plans befoe submitting to DM

w/c 7 Nov CP Team Disti Review Meeting

w/c 7 Nov CP Team Plat/Gold Review Meeting

w/c 21 Nov Partners resubmit amended plans before this date

w/c 28 Nov Amendments/Final plan sign-offs

09-Dec Alls Partners should be notified of Plan sign offs

H2 2011 Co-op Planning Schedule

Date Planning Process

21 Mar-8 Apr Partner Meetings

18-Apr Plans submitted to DAM/CAM & Marketing for BS review

28-Apr BS to review all plans befoe submitting to DM

w/c 9 May CP Team Disti Review Meeting

w/c 9 May CP Team Plat/Gold Review Meeting

23-May Partners resubmit amended plans before this date

w/c 30 May Amendments/Final plan sign-offs

10-Jun Alls Partners should be notified of Plan sign offs