strategic marketing plan for vcc

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

Strategic Marketing Plan for VCC

Steve Levine


Agenda WebEx.com

What we learnedResults

WebEx LeadsLeads FunnelLead Conversion Trend

WebEx User ProfilesDefinitionsHighlightsDataBarriers

VCC Messaging Reaching the Target Landing Page Mockup


WebEx.com Changes & Results


WebEx MarketingWhat we learned


The “right” clicks on the right pages Good content, the right content had a BIG impact on

SEO 2x number of online (self-service) orders New souces of Leads Higher quality Leads

WebEx MarketingResults


WebEx Lead Funnel


A Leads37K

Web Visits2.7M

Opps Created*14K

Deals 5,855

38%

Print, Radio, Online, Direct, SEM, Cultivation$5.3M

Notes:

Data source: SMB marketing dash by submission. Opportunities created and deals defined by leads generated in the quarter and deduped.

*94% of opportunities from A leads

ABC Leads78K

41%

2.8%

48%

WebEx Leads FunnelQ309

WebEx.com 36,797 LeadsOrganic Free Trials 73%Website Request 9%Demos 8%Chat 4%Hotline 5%


WebEx.com Lead Conversion TrendQ309


WebEx User Profiles


WebEx Industry Roll UpDefinitions High-Tech

•High tech - Hardware and Equipment•High tech - Software & Services•High tech - Internet (ASP, ISP, Web design/development, etc.)•High tech – Other

Consulting•Consulting

Professional Services•Accounting•Engineering/Architecture•Legal•Marketing/market research/media/advertising/PR•Real Estate

Financial•Financial services – Banking•Financial services - Credit, collections•Financial services – Other•Insurance


WebEx Use by IndustryHighlightsPRIMARY USE BY SEGMENT & INDUSTRY Customers

High-Tech: Sales, supportConsulting: Sales, supportProfessional Services: Training, general collaboration, salesFinancial: Training, support, sales

Prospects:High-Tech: support main use, training, salesConsulting: Project management and general collaborationProfessional Services: Project management

PRIMARY USE BY SERVICE Meeting Center

Sales: 35%Training: 20%General Collaboration: 20%Support: 16%Events: 8%


WebEx Messages by IndustryHighlightsMESSAGES THAT RESONATE BY SEGMENT & INDUSTRY Customers

All like: serve customers, demos, convenienceHigh-Tech: minimize travel, faster response timeConsulting: minimize travel, communication/collaborationProfessional services: communication/collaboration, minimize travel, easier to work with colleagues on projectsFinancial: training, communication/collaboration

ProspectsAll like: serve customers, convenienceHigh-Tech: increases revenueConsulting: communication/collaborationProfessional services: reduce costs, work/life balance

MESSAGES THAT RESONATE BY PRIMARY USE Sales users

Demos, serve customers, convenience, expand base, minimize travel Marketing/Event users

Demos, serve customers, convenience Training users

Train, serve customers, convenience, demos, communicate/collaborate w/ remote colleagues, minimize travel Support/Service users

Serve customers, faster response time, convenience General Collaboration users

Communicate/collaborate w/ remote colleagues, work with colleagues on projects, convenience, minimize travel


WebEx Use by IndustryCustomer Data

Use All High-Tech (N=318)

High-Tech SW (N=242)

High-Tech HW & Other (N=76)

Consulting (N=70)

Professional Svcs (N=72)

Financial (N=72)

Sales 36% 37% 34% 30% 22% 22%Marketing/ Events 9% 10% 4% 10% 3% 8%Training 12% 12% 13% 16% 31% 33%Tech Support/ Customer Service 33% 32% 36% 27% 17% 31%General Collaboration 10% 9% 13% 17% 28% 6%


WebEx Use by IndustryProspects Data

Use All High-Tech(N=16) Consulting (N=20) Professional Svcs

(N=37)

Sales 63% 45% 41%Marketing 56% 55% 22%Events 19% 40% 22%Training 69% 30% 35%Tech Support 94% 30% 24%Customer Service 56% 40% 27%Project Management 44% 75% 62%General Collaboration 31% 60% 38%Product Development 38% 40% 16%


WebEx Messages by Industry Customers Data

All High-Tech

(N=318)

High-Tech SW

(N=242)

High-Tech HW & Other

(N=76)

Consulting (N=70)


Financial (N=72)

Helps better serve customers 11.4 11.7 10.4 10.4 8.9 10.5Easier to do demos for prospects/ customers

11.1 11.6 9.7 8.1 8.9 9.1

Increases convenience of doing business

9.4 9.8 8.3 9.8 9.9 9.4

Minimizes travel 7.5 7.4 7.9 8.3 9.1 7.1Allows faster response time 7.2 7.3 7.0 6.6 6.6 6.1

Better able to train people 6.6 6.7 6.2 6.9 6.3 8.8Expands prospect/customer

base6.5 7.1 4.8 5.0 3.7 5.4

Improves communication/ collaboration w/ remote

colleagues

6.0 5.2 8.4 7.9 10.4 8.0

Reduces costs 5.8 6.0 5.1 6.7 5.3 6.2Increases revenue 5.6 5.9 4.5 4.9 3.4 4.3

Accelerates business growth 5.4 5.6 4.6 4.5 3.4 4.5Easier to work with colleagues

on projects4.3 3.6 6.5 6.0 8.0 6.3

Get projects done faster 4.0 3.6 5.5 5.2 5.2 4.3


WebEx Messages by IndustryProspects Data

All High-Tech (N=19)

Consulting (N=22)


Helps better serve customers 9.4 8.8 7.9Increases convenience of doing business 8.2 9.2 9.7

Increases revenue 7.8 6.1 7.5Improves communication/ collaboration w/ remote

colleagues7.2 9.9 7.5

Allows faster response time 7.1 7.1 6.8Reduces costs 6.8 5.0 8.7

Better work/life balance 6.6 5.5 7.9Easier to work with colleagues on projects 6.5 7.3 6.6

Get projects done faster 6.3 7.0 7.0Minimizes travel 5.9 4.6 6.5

Easier to do demos for prospects/ customers 5.3 3.8 2.7Expands prospect/customer base 5.1 6.1 4.7

Accelerates business growth 4.5 5.4 5.5Better able to train people 3.6 2.2 3.2


WebEx Purchase BehaviorBarriers to Usage & Adoption• When it comes to the Purchase Decision for Web Meetings, the most

important criterion seems to be convenience/ease of use – cost tends to be of secondary importance.

• Important barriers to adoption among prospects include:

• Ease of use• Lack of understanding of features• Technical concerns• Low interest/lack of a need• Security concerns• Fear that a negative result will affect their career• Customer service/tech support concerns• Cost• Inertia


VCC Messaging Suggestions


• When positioning VCC – always include Web Meeting capabilities

• When discussing Web Meetings in relation to VCC – use the term “enable” rather than “add-on”. i.e. “Enable Web Meetings”

• Use bulleted list of benefits that are clear and direct

• Benefits should offer some form of personal advantage rather than strictly business-oriented

VCC MessagingFeedback on Existing Messaging


• For SMB, telephone conferencing is still the dominant method for bringing colleagues and associates in remote locations together for meetings. - It is used mostly for project updates/progress reports – a way to bring

parties together from both inside the company as well as external support. – web collaboration and web meetings can be seen as difficult to use.

- Teleconferencing already delivers the generic benefits of remote conferencing – e.g., saving time and money, convenience, environmental savings, etc.

- Tell the story from this perspective – start where they’re comfortable: Telephony and DSL – and hand hold them to take the leap to “collaboration”.

- Establish the benefits of web collaboration relative to teleconferencing among remote conferencing end users – especially those who are new to web conferencing.

VCC MessagingMessaging Approach


• Collaborate with clients in 3 time zones — and still be home for dinner

• Share, demonstrate, and discuss over the web• Skip the trip. Work online.• Try easy, affordable web collaboration — free! • Turn ordinary conference calls into SHOW and tell• Meet, sell, communicate and collaborate over the web

VCC MessagingHeadlines - All Segments


• Work with customers and colleagues on the web just like you do in person

• Effortlessly capture project status, updates etc.• Consult, collaborate, support and more with VCC and

web meetings• Great for sales, training, team projects and more• Share documents, presentations, anything on your

desktop, just like you do in person

VCC MessagingSub-Headlines - All Segments


Goal: To introduce prospects to the concept of collaboration i.e., explain the benefits to them.

“Turn ordinary conference calls into show and tell”

This allows us to begin with something that we know the audience is familiar with – conference calls – and lead them from there.

Tailoring the VCC MessageProspects


Goal: To persuade non-Verizon users to try VCC and switch from a competitive solution.

“Try easy, affordable web collaboration – free!”

This would allow us to lead them directly to the free trial and use that as a device to get them to switch.

Tailoring the VCC Message Competitive Users


Goal: To increase usage among current users. “Move business ahead faster”

Allows us to introduce the benefits of Web Meetings to those that have VCC but have not enabled Web Meetings.

Need to show them how VCC along with Web Meetings can improve their company’s bottom line.

This message may have to be combined with promotional programs designed to increase loyalty and frequency of usage.

Tailoring the VCC Message Verizon Users


“Stay close to customers” Stay connected between meetings and put your customers in touch with the right resource, the first time.Enable sales people to increase face time with customers via virtual meetings.Heighten service levels by meeting online with customers, prospects, and colleagues.

“Reach more prospects, close more deals”Bring decision makers and subject matter experts together so questions get answered quickly and your sales cycle gets shorter.

“Create your own sales portal.” Share reports and pipeline forecasts to maximize the efforts of your sales force and meet your quotas. Organize sales and marketing presentations, host product demos, and conduct online training for your customers.

Tailoring the VCC Message CRM


Reaching the Target


Contacting the TargetAnalysis of Methods• Direct communication with the target is possible through emails, direct mail or

telephone calls, although clearly none of these individually is ideal. • Of the three, telephone calls still may offer the biggest opportunity – if it is possible to reach the

right person, and if the timing is right.

• Otherwise, direct mail could be an effective way to reach prospects – but only if it is packaged in a compelling way (preferably with some kind of free offer, premium, etc.)

• Emails seem to be least effective, at least for an initial contact, although there may be ways to increase effectiveness somewhat.

• Tone and conciseness is important – people are tired of spam and are unlikely to look at something that does not come across as professional and informative.

• Effectively positioning Verizon as a potential business partner, rather than coming across as a purely sales-oriented.

• “Free” is a powerful word that can attract attention – the downside is that it is a common spam word that might cause emails to get caught in spam filters. • Google and CNet seem to be widely used as websites that could represent

effective advertising media


Reaching the TargetWebsite visited by WebEx Users & Prospects

General Tech Software/Hardware Economics/Finance/BusinessInformationWeek Adobe Dun & Bradstreet

Apple Dev Newsletter Adobe Acrobat The Economist

CNet (4) All MS sites Online banking

Computerworld Filemaker Dev TechNet San Jose Business Journal

Datamation GoToMeeting Cranes Online

Eweek PDF 995 SF Business Journal

IT Times Red Hat Network BNET

Lifehacker.org MS messenger server CFO.com

Mozilla Adrive.com

PC Tools Cisco

PC World Dell

Tech Republic Ars Technica

Technical journals

Google Apps

Google Docs

Wired


Reaching the TargetWebsite visited by WebEx Users & Prospects

Specialty General Interest College websites Craigslist (2)

Cyberhomes Hotmail

Decorati – web-based design service LA Times

IDA Bulletin LinkedIn

Insurance companies – employee benefits MSN (2)

Knowles manufacturers – new product info NY Times

NY law journal (2) SF Chronicle

Monster.com USA Today

Prentice-Hall – scholastic websites Wall St. Journal (2)

TFM Yahoo (2)

Trends Google (5)

SF Design Center newsletter – monthly Yahoo headlines

Zillow.com Ask.com

Big Admin newsletter BoingBoing

Google reader (3)


Landing Page Mockup


Landing Page Redesign Provide compelling user experience with video Enable easy choice of call to action

Try, buy or get a demo Prominent, front and center buttons

Easy access to secondary educational materials page PDFs PPTs More videos from a training library

Invitation to ‘Join the conversation’ on multiple social media channels – Blog, FaceBook and Twitter

Contact panel – invite prospects to get in touch with Ambassadors


Online Projects, Files, Calendar &

Contacts

Buy VCC

Try VCC for Free

VCC with Web Meetings Enabled

Use it for 30 Days!Get a Demo

Live, online demos so you can see what we mean

Learn More about Collaboration Center Join the Conversation Contact Us

Watch tutorial videos & toursPick up the latest info & documents

Experience ‘A Day In The Life’ of VCC users

Learn More Join Our Conversation

Monitor our Blog

Check out our FaceBook Page

Follow us on Twitter

Specialists are standing by to help you navigate to the best solution for your team


Online Projects, Files, Calendar &

Contacts

VCC with Web Meetings Enabled

Use it for 30 Days!

Live, online demos so you can see what we mean

Learn More about Collaboration Center Join the Conversation Contact Us

Watch tutorial videos & toursPick up the latest info & documents

Experience ‘A Day In The Life’ of VCC users

Learn More Join Our Conversation

Monitor our Blog

Check out our FaceBook Page

Follow us on Twitter

Specialists are standing by to help you navigate to the best solution for your team

1 2

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Monthly Plan$49.00/month

Collaboration Center Web Meetings enabled

Number of members 5

Meeting Hosts/Attendees 1/5

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