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- Poppy Daniel
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1 Drive your marketing with Cisco Get more from your SMB marketing with Cisco Marketing Serv ices Quick Reference Guide All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 1
2 M P l a y I m p l e m e n t a t i o n G u i d e a r k e t i n g w i t h C i s c o Quick Reference Guide T h i s Q u i ck R e f e r e nce G u i de i ntr odu ce s y ou to Ci sco Mar k e ti ng S e r v i ce s f or P ar tne r s. I t h as b e e n de si g ne d to h e l p y ou g e ne r ate ne w sal e s oppor tu ni ti e s. I t i s acce sse d v i a ou r Mar k e ti ng S e r v i ce s O r g ani sati on th at m ak e s i t e asy not onl y to cr e ate and r u n m ar k e ti ng cam pai g ns, b u t al so to tr ack th e r e su l ts. T o sch e du l e any m ar k e ti ng acti v i ty pl e ase g e t i n tou ch wi th y ou r T e r r i tor y Mar k e t Manag e r (T MM), al te r nati v e l y cal l ou r Co-m ar k e ti ng Manag e r (CMM) Ci sco Mar k e ti ng S e r v i ce s f or P ar tne r s pl ace s a wi de r ang e of m ar k e ti ng r e sou r ce s at y ou r f i ng e r ti ps. I t al l ows y ou to de si g n, i m pl e m e nt and m anag e e f f e cti v e and m e asu r ab l e m ar k e ti ng cam pai g ns. N ow pu tti ng P l ay s i nto acti on h as b e e n m ade e v e n e asi e r, wi th th e i ntr odu cti on of th i s si m pl e, e asy to u se g u i de. 1. M a r k e t i n g S u c c e s s S t or i e s Di s c ov e r h ow ot h e r Ci s c o Pa r t n e r s de si g ne d, i m pl e m e nte d and m anag e d m ar k e ti ng cam pai g ns w i t h Ci s c o M a r k e t i n g S e r v i c e s f or Pa r t n e r s, b u i l d i n g t h e i r b u s i n e s s a n d g e n e r a t i n g n e w s a l e s l e a d s. M i n x G r f i e P r b i H e r i r e, i l i m i l l i g e I P k u u i l i e e v i r e x r i e g e r u r e G e r 1 e l e i e h e b e e v e r y i e e e e v i : a Ci sco ol d Ce ti d ar tne ase d n tf or dsh scopi ng nstal ng and ai ntai ni ng nte nt ne twor sol ti ons, se d an nstal datab ase to contact cl nts wi th a pr ou s pu ch ase pe nce wi th Ci sco pr odu cts to ne ate pg ade oppor tu ni ti s. ne ati ng 50 ne w sal s ads n th pr oce ss, Mi nx av n sati sf d wi th th ou tcom of th acti ty. B u s i n e s s O p p t u n i t i e s 1 l e g e r T h e r e x l l e m e f u l e m k e b u i l l i f i b u e i i r r e i f l u b y u g B u i l r O n g n g a c t i v i t y e r e e i r x l e m k e v i f u r e r i e e i r l i i t i l h e b r r e m i e e m i b l e e e i r e F l u p l e r r m e e b u i l e l i l l f f i e r e 1 or : 50 ads ne ate d. pr og am was an ce nt ans or si ng te ar ti ng to d a pi pe ne of or th com ng si ne ss oppor tu ni ti s, wh ch s nu tu d n-h ou se and ol owe d p se of Cam pai n de. 2 oi : Mi nx ar al ady pl anni ng th ne t te ar ti ng acti ty th ncr ase th pi pe ne. 3 Pr op os on : sh ou d av a oad t so th at th ag nt doe s not ss ou t on any possi pr oj ct or ar a of nte st 4 ol ow : contacts wi th ong te pr oj ct ne ds to d th pi pe ne as we as ocu si ng on ndi ng oppor tu ni ti s wi th a sh or te cy cl. All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 2
3 P l a y I m p l e m e n t a t i o n G u i d e B l oc k S ol u t i on s : a Ci sco pr e m i e r par tne r b ase d i n L ondon, f ocu si ng on Adv ance d W i r e l e ss, Adv ance d S e cu r i ty, Adv ance d U ni f i e d Com m u ni cati ons, r an a pl ay tar g e ti ng S MB ch ar i ti e s. T h i s f ocu se d on an e x te nsi v e r e se ar ch and datab ase b ack g r ou nd ch e ck on ch ar i ti e s wi th u p to 2 50 e m pl oy e e s i n or de r to i de nti f y oppor tu ni ti e s. B u s i n e s s O p p t u n i t i e s U g y B l S u g e r e 1 i f y 3 g e r u r e e S e O n g n g a c t i v i t y H i i f i e e m e i g v u l e l e e x e r f f u r e m k e v i, B l S u e l e b e r e e b i e x r i e i t i v e r y f i e e l e v e r i e r f m e e f f e v e r e l T e l e m a r k e t i n g B r i e f i n g B l S u f e l i v e r y v e e l e e m m e e e l e e r l y, e e v e e m e e r e i e g j e v e I l l y g i e e b g r B l S u k e y f f e r e 1 or : si ng a str ong data str ate ock ol ti ons ath d 000 contacts to de nti 0 sof t pr ospe cts to ne ate p to th MB sal s. 2 oi : av ng de nti d th se tr cs, was a ood and al ab ar ni ng ci se or tu ar ti ng acti ty as ock ol ti ons ar now ab to tte pr par ase d on th s pe nce. 3 Pr op os on : A spe ci c pr oposi ti on was pr par d ag ng th Ci sco par tne or or cti su ts 4 : ock ol ti on t t was posi ti th at Ci sco nab d th to t th cal ce ntr ag nt pe sonal th coh si ne ss of th ssag was nf or ce d, and th cam pai n ob cti s di scu sse d. t was al so par ti cu ar ood to pr ov de th ag nt wi th com pany ack ou nd and ock ol ti ons' di nti ator s. N e x t i r a O n e : a Ci sco G ol d Ce r ti f i e d P ar tne r b ase d i n I r e l and wi th e x pe r ti se acr oss u ni f i e d com m u ni cati ons, se cu r i ty, contact ce ntr e s and v i de o, r an a pl ay f ocu se d on S MB and U ni f i e d Com m u ni cati ons. 1 Q u a l i t y / A c c u r a c y of d a t a on l e a d s : N e x ti r ao ne v e r i f i e d contact, contact nu m b e r and e m ai l b e f or e th e f i r st f ol l ow u p cal l on th e l e ad to e nsu r e data pe r f or m ance. 2 Cl os i n g t h e l oop : N e x ti r ao ne f ol l owe d u p to r e v i e w th e ou tcom e of th e i r pl ay acti v i ti e s and ar e k e e n to g o th r ou g h th e pl ans and th e f i nal r e su l ts on th e e nd of cam pai g n r e su l ts to e v al u ate pe r f or m ance to g ai n f u r th e r u nde r standi ng f or f u tu r e pl ay s and al l ow f or a m or e tar g e te d appr oach. All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 3
4 m l P l a y I m p l e m e n t a t i o n G u i d e 2. Pl a n n i n g a n d E x e c u t i n g a M a r k e t i n g A c t i v i t y w i t h Ci s c o T h e r e ar e a nu m b e r of k e y e l e m e nts th at h av e an i m pact on th e su cce ss of y ou r acti v i ty and wh i ch al so e nab l e y ou to g ai n l e ar ni ng s f or f u tu r e acti v i ti e s. 1 S e t t i n g of ob j e c t i v e s : W i th ou t k nowi ng wh at y ou wou l d l i k e to ach i e v e, y ou wi l l not b e ab l e to se e i f y ou h av e ach i e v e d i t and i f th e acti v i ty h as b e e n su cce ssf u l, wh i ch i s wh y i t i s cr i ti cal f or y ou to se t cl e ar ob j e cti v e s. T h e se cou l d tak e th e f or m of : - B u si ne ss ob j e cti v e s: e.g. r e v e nu e, ch anne l par tne r m i x, AT m i x - Mar k e ti ng ob j e cti v e s: e.g. nu m b e r of l e ads, nu m b e r of ne w cu stom e r s 2 M e t r i c s : T h e se ob j e cti v e s sh ou l d r e f e r to spe ci f i c m e tr i cs i n or de r to b e ab l e to e asu r e su cce ss; th i s cou l d b e i n r e l ati on to r e sponse r ate s, cl i ck -th r ou g h s, ope n r u l l y l e M u l t i c h c m u n i c a t i s F e r v i e e r e i l y i e r i r e r e u m u l m u e e m l f i r f l u v i e l e I r f y u l l y e x e m u l e v i e i i i y e e l e i l l l y f i k e y e e e i t i c a l e l e m e n t s I f e e l e m e i, i i m e g O i f i e r g h e l e m e i e r e l e v e l e m e b e u i m e e r e l i f e i, r e m e e g i e e T h e l e e f u l l y m e e l e f f e v e r e i r l e g e r r I i e r e f e r e m e i f e e e l e e q u i l e t a : h b e u h i g h q u i, i i r e m e i e i f f e r e g m e f f i g e i r b e l e f f e r e m e e f e r e l l O f f e r : l l i f e r i i e y r m k e v i e e e e l i b e l f e r f y r : S m B u e h / / u e U f i e m u B u i h / / b / u u i / I P S i l h / / / e m i u m / i ate s, su cce ssf cl ose d cal s, tc. 3 -t ou om on : or Ci sco to nd-u se acti ti s th s ty pi cal an ncr ase of 50pe ce nt n sponse ate s, wh n si ng ti tou ch com ni cati ons,.g. se ndi ng ou t an ai st and ol owi ng p a th cal ce ntr. n or de or ou to su cce ssf cu te ti stag acti ti s t s cr ti cal th at ou cr ate a sch du wh ch wi al ow ou to de ne stag s of th pr oj ct. 4 Cr : one of th nts s wr ong t can pact th su cce ss of a cam pai n. nce de nti d th ou th cal ce ntr tr cs, th ant nt can adj ste d to pr ov th su ts. E.g. th data s poor we com nd th at th cam pai n s stoppe d or th data ch ang d. cal ce ntr car oni tor s th ag nts cal cti ate s and th ad ne ati on ate s. t s th or com nde d to pr ov de db ack to th cal ce ntr on th al ty of ads. 5 Da Data as to p-to date and of al ty t s com nde d to spl t th data se t nto di nt se nts or spe ci c tar ti ng and n or de to ab to te st di nt ssag s/ of s tc as we. 6 A com pe ng of s cr ti cal to th su cce ss of any of ou ar ti ng acti ti s, tak adv antag of any of th tool s ste d ow as an of or ou pl ay - ar t si ne ss Asse ssm nt ttp: ar tb si ne ssasse ssm nt.com - ni d Com ni cati ons si ne ss Adv sor ttp: scowe tool s.com cb si ne ssadv sor - C Cost av ng s Cal cu ator ttp: sco.com now/ pr pccal c.h tm - S e cu r e B u si ne ss Adv i sor h ttp: / / scowe b tool s.com / se cu r e b u si ne ssadv i sor / - S e cu r i ty P ol i cy B u i l de r h ttp: / / scowe b tool s.com / spb / - W i r e l e ss B r i dg e R O I Cal cu l ator h ttp: / / scowe b tool s.com / wb r i dg e _ r oi / - Mob i l i ty B u si ne ss Adv i sor h ttp: / / scowe b tool s.com / m ob i l i ty b u si ne ssadv i sor / - S ol u ti on De si g ne r h ttp: / / scowe b tool s.com / de si g ne r / - L ate st f i nance of f e r s (r e q u i r e s CCO l og i n) h ttp: / / sco.com / we b / U K / par tne r s_ r e se l l e r s/ sal e s_ su ppor t/ ci sco_ capi tal / ci sco_ capi tal.h tm l All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 4
5 P l a y I m p l e m e n t a t i o n G u i d e 3. Ci s c o M a r k e t i n g T ool s f or y ou r A c t i v i t y T h e Mar k e ti ng S e r v i ce s O r g ani sati on (MS O ) pr ov i de s Ci sco S MB S pe ci al i se d and R e g i ste r e d P ar tne r s wi th a Co-Mar k e ti ng Eng i ne. T h i s e ng i ne of f e r s y ou acce ss to a b r oad r ang e of com ar k e ti ng asse ts su ch as di r e ct m ai l, e m ai l, we b b anne r s, adv e r ti se m e nts, te x t b l ock s, b r och u r e s, onl i ne ne wsl e tte r s, se m i nar pack ag e s and te l e m ar k e ti ng scr i pts. I n su ppor t to th e se co-m ar k e ti ng de l i v e r ab l e s we f aci l i tate th e de l i v e r y of an e x te nsi v e se t of th i r d par ty se r v i ce s de si g ne d to h e l p y ou to pl an, m anag e and e x e cu te y ou r m ar k e ti ng cam pai g ns m or e e f f e cti v e l y. T h e MS O pl ace s f u l l m ar k e ti ng r e sou r ce s at y ou r f i ng e r ti ps. B e l ow y ou l l f i nd an ov e r v i e w of th e m ar k e ti ng se r v i ce s av ai l ab l e to y ou. s c m p a i g n B u i l d e r g B u i l r i f e r y e i b r m k e m r i i v u l e i m u r e l e v m e e y r e r i v e e l e y r e r f g B u i l r i i r e e f f e r e h i g h l e v e l g i e s c c a m p a i g n r e l a t e d c l a t e r a l b r i u e m l m l l m i i i r t n e r s c h c e c l a t e r a l b r h i g h l e v e l i f l e x i b i l i i g i v e G e n e r i c t e m p l a t e s g e r i b r m F m u m r e l i i r e m e l e v e r e v e r e r e r i u e e r b l e i e r e r e r b y l e v e r i m u l v i e V i / g g u i l r g B u i l r Ci o Ca Ci sco Cam pai n de s a tool th at of s ou th oppor tu ni ty to acce ss cu stom se and co- and Ci sco ar ti ng ate al s and s a al ab tool n com ni cati ng ant ssag s to ou cu stom s, dr ne w sal s ads and su ppor t ou cu stom sati sf acti on ocu s. Ci sco Cam pai n de s se par ate d n th di nt cate or s: Ci o ol : Ci sco ande d ncl de s ai te pl ate s, postcar ds as we as se nar nv te s Pa oi ol : not Ci sco ande d, of cu stom sati on and ty s n : Ci sco ne c ande d te pl ate s or opti su ts t s com nde d to ag se al of th se sou ce s n conj ncti on wi th ach oth as Ci sco dou d ts av ag sponse ate s ag ng ti -tou ch acti ti s. si t sco.com o/ cam pai nb de to acce ss Ci sco Cam pai n de. Ci s c o Co-m a r k e t i n g M a n a g e r O ne of th e k e y b e ne f i ts av ai l ab l e to y ou wh e n u si ng th e Ci sco MS O, i s acce ss to a Co- Mar k e ti ng Manag e r (CMM). Y ou r Ci sco T e r r i tor y Mar k e t Manag e r (T MM) or I nsi de S al e s Ch anne l Accou nt Manag e r (I CAM) i s av ai l ab l e to di scu ss y ou r b u si ne ss pr i or i ti e s and sal e s ob j e cti v e s. O nce y ou h av e done th i s, a Co-Mar k e ti ng Manag e r i s av ai l ab l e to h e l p y ou de te r m i ne h ow b e st to se t u p and e x e cu te m ar k e ti ng acti v i ti e s to h e l p m e e t y ou r b u si ne ss ob j e cti v e s. Ci s c o Pr e f e r r e d S u p p l i e r N e t w or k Al l av ai l ab l e co-m ar k e ti ng cam pai g n asse ts i n Cam pai g n B u i l de r can, f r e e of cost, b e e asi l y l ocal i se d b y addi ng y ou r own l og o and com pany m e ssag i ng. B u t y ou m i g h t ne e d som e addi ti onal su ppor t f r om a m ar k e ti ng ag e ncy. W h e th e r y ou r e q u i r e a su ppl i e r wh o can pr i nt y ou r di r e ct m ai l pi e ce s and tak e car e of postag e, or i f y ou se e k an ag e ncy th at can b u i l d a we b l andi ng pag e s f or y ou r cu stom e r s to v i si t or wh e r e th e y can r e g i ste r f or a se m i nar or sh ou l d y ou ne e d copy wr i ti ng se r v i ce s P r e ss and P u b l i c R e l ati ons su ppor t th e Ci sco MS O can h e l p. As par t of th e co-m ar k e ti ng e ng i ne Ci sco h as contr acts wi th l ocal su ppl i e r s al l owi ng y ou to l e v e r ag e Ci sco b u y i ng powe r i n su ppor t of y ou r com pany s m ar k e ti ng acti v i ti e s. All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 5
6 P l a y I m p l e m e n t a t i o n G u i d e I n t e l l i g e n t t a S e r v i c e s G q u i i e f e e v e r y m k e g v i I l y y l l r e h e y r e r y u B e e e x i r e l i b e e y y r e r i i f m e l i k e l y g e r e Da ood al ty data s sse nti al or th su cce ss of ar ti ng cam pai n or acti ty. de al ou wi al ady av ou own cu stom datab ase th at ou can se. cau se of th sti ng ati onsh p twe n ou and ou cu stom s, th s data s ar or to t a sponse. W h at i f y ou want to tar g e t ne w cu stom e r s th at ar e not i n y ou r datab ase y e t or i f th e contact de tai l s i n y ou r e x i sti ng datab ase ar e not com pl e te? Ci sco can f aci l i tate a th i r d par ty of f e r i ng of, i nte l l i g e nt data se r v i ce s th at cou l d h e l p y ou i m pr ov e and nar r ow down y ou r tar g e t au di e nce, ob tai n ne w contacts and e x pand contact de tai l s f or th e contacts al r e ady i n y ou r datab ase, to opti m i se y ou r m ar k e ti ng cam pai g n Cu s t om e r Pr of i l i n g Ci sco h as pr ov e n " P r ope nsi ty to B u y m ode l s" f or cu stom e r pr of i l i ng th at al l ow y ou to scor e y ou r e x i sti ng data on one or m or e Ci sco te ch nol og y ar e as - swi tch i ng, r ou ti ng, wi r e l e ss, se cu r i ty and u ni f i e d com m u ni cati ons - and as a r e su l t wi l l sh ow y ou wh o f r om y ou r datab ase i s m ost l i k e l y to b u y ce r tai n te ch nol og i e s. Da t a A c q u i s i t i on Ci sco and se l e cte d data par tne r s h av e cr e ate d a u ni q u e si ng l e com pl e te u ni v e r se th at of f e r s th e b e st b l e nd of cov e r ag e and se l e cti ons th r ou g h a soph i sti cate d pr oce ss of b l e ndi ng a nu m b e r of b e st of b r e e d datab ase s. T h i s g i v e s y ou di r e ct acce ss to th e m ost com pl e te datab ase wi th ou t h assl e - and at a h i g h l y com pe ti ti v e r ate. Da t a I m p r ov e m e n t Ci sco can f aci l i tate y ou r acce ss to th i r d par ty v e ndor s wh o can h e l p y ou to ob tai n m i ssi ng contact de tai l s (l i k e nam e s, te l e ph one nu m b e r s, e m ai l addr e sse s) of y ou r e x i sti ng datab ase. Y ou si m pl y pr ov i de y ou r cu stom e r or pr ospe ct l i sts, i n th e cor r e ct f or m at and th e th i r d par ty data pr oce ssi ng v e ndor s wi l l do th e r e st. F u n d i n g T o h e l p acce l e r ate y ou r m ar k e ti ng acti v i ti e s and m u l ti pl y y ou r m ar k e ti ng b u dg e t Ci sco can of f e r y ou two sou r ce s of addi ti onal f u ndi ng S M B Co-m a r k e t i n g f u n d S MB S pe ci al i se d P ar tne r s wi l l b e ab l e to r e ce i v e u p to 50pe r ce nt co m ar k e ti ng f u nds and R e g i ste r e d par tne r s u p to 2 5pe r ce nt f or S MB co-m ar k e ti ng cam pai g ns or de r e d and e x e cu te d v i a th e Cam pai g n B u i l de r tool and/ or th e Ci sco pr e f e r r e d su ppl i e r ne twor k. All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 6
7 P l a y I m p l e m e n t a t i o n G u i d e Pa r t n e r L e v e l Pe r c e n t a g e of S M B Co-m a r k e t i n g f u n d i n g a v a i l a b l e M a x i m u m t ot a l c a m p a i g n c os t e l i g i b l e f or f u n d i n g S MB S pe ci al i se d * 50% U.S.$ 1 5, 000 R e g i ste r e d * 2 5% U.S.$ 1 0, 000 * o f t h e t o t a l C i s co C a m p a i g n B u i ld e r ca m p a i g n co s t i f ca m p a i g n d o e s n o t e x ce e d m a x i m u m t o t a l co s t. T h e m ax i m u m total cam pai g n cost doe s not r e str i ct th e ov e r al l total cam pai g n cost av ai l ab l e to e l i g i b l e par tne r s h owe v e r Ci sco wi l l onl y contr i b u te u p to th e m ax i m u m am ou nt pe r cam pai g n. I n su ch a case, th e par tne r wi l l b e e x pe cte d to contr i b u te th e r e m ai ni ng b al ance of th e cam pai g n costs. S k e f u i l l e f g e v e r y q u r r f i y e e r g B u i l r f u l l b e m l l e e b e g i e f i q u r g u N e m b e r, F e b r u y i l l e f i r e, f i r r v e b i f f u l b e m r e y v i e l e k e e r Y r k e e r i y e e r m y f u MB Co-m ar ti ng ndi ng s av ai ab or one cam pai n ar te pe Ci sco scal ar to ach par tne. Ci sco Cam pai n de ndi ng wi ade av ai ab at th nni ng of ach Ci sco scal ar te Au st, ov ar and May - and s av ai ab on a st-com st-se d asi s. Appl cati ons or ndi ng sh ou d ade di ctl a -m ai to th Co-Mar ti ng Manag. ou Co-m ar ti ng Manag can al so pr ov de ou th com pl te te s and condi ti ons th at appl on ob tai ni ng Ci sco ndi ng. Pa r t n e r De v e l op m e n t Pr og r a m Ci sco e ncou r ag e s par tne r s to u se th e P ar tne r De v e l opm e nt F u nds (P DF ) f or com ar k e ti ng acti v i ti e s. T o b e e l i g i b l e to r e ce i v e P ar tne r De v e l opm e nt F u nds, par tne r s m u st h ol d a Ci sco S MB S pe ci al i sati on and Ci sco S e l e ct or P r e m i e r Ce r ti f i cati on. P f e r y e e u 3 r q u r l y r e b y r e l e S f T h e i u r b e i e r r r i, r e l e U u l y y e r q u r l y r e b, g r e S S i r f l l i U f i e m u S e r i e f S m l B u I e U f i e m u S e r i e l I P r e l i U f i e l e e l i g i b l e f e r e b T h i r i S S i r h e r U f i e m u i DF of s ou th oppor tu ni ty to ar n p to pe ce nt ar te ate on ou sal s of se cte d Ci sco MB ocu se d pr odu cts. pr odu cts ncl de ou st n cl ass swi tch s, ou te s, se cu ty wi ss and C sol ti ons. Addi ti onal ou can ar n an 8pe ce nt ar te ate de si ne d to war d MB pe ci al se d par tne s or se ng Ci sco ni d Com ni cati ons 500 s or al si ne sse s. n addi ti on to th ni d Com ni cati ons s 500, al ph one s and ate d appl cati ons su ch as Ci sco ni d Cal Conne ctor s ar or th ate. s pr og am s ope n to MB pe ci al se d par tne s th at do not ol d any oth ni d Com ni cati ons spe ci al sati ons. 4. Ci s c o Co-M a r k e t i n g E n g i n e T h e Ci sco Co-Mar k e ti ng Eng i ne pr ov i de s y ou wi th b r oad r ang e of m ar k e ti ng asse ts and su ppor t to h e l p g e ne r ate awar e ne ss and consi de r ati on f or Ci sco S MB sol u ti ons as y ou dr i v e cu stom e r l oy al ty and g e ne r ate sal e s l e ads. T h e m ar k e ti ng cam pai g ns av ai l ab l e cov e r th e f u l l Ci sco pr odu ct and sol u ti on por tf ol i o f r om r ou ti ng, swi tch i ng and se cu r i ty to u ni f i e d com m u ni cati ons and se r v i ce s. Al l asse ts ar e av ai l ab l e i n y ou r l ocal l ang u ag e v i a Ci sco Cam pai g n B u i l de r and can b e e asi l y l ocal i se d b y y ou. All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 7
8 O P l a y I m p l e m e n t a t i o n G u i d e Di r e c t m a i l a n d E m a i l c a m p a i g n s Ci sco h as cr e ate d sol u ti on and pr odu ct spe ci f i c e m ai l and di r e ct m ai l cam pai g ns th at can b e u se d to tar g e t b oth e x i sti ng and ne w cu stom e r s. Y ou h av e acce ss to a com pr e h e nsi v e di r e ct m ai l (DM) and e m ai l (EDM) cam pai g n pack ag e s th at wi l l ty pi cal l y i ncl u de a we b si te l andi ng pag e, a te l e m ar k e ti ng scr i pt and copy / te x t b l ock s. Y ou ar e str ong l y adv i se d to f ol l ow u p y ou r di r e ct m ai l or e m ai l b l ast wi th a te l e m ar k e ti ng cam pai g n. A d v e r t i s i n g Adv e r ti si ng i s a g r e at way to b u i l d awar e ne ss of y ou r b r and, di f f e r e nti ate y ou r se l f ag ai nst y ou r com pe ti tor s and pr om ote y ou r spe ci al of f e r s and e v e nts. I n Ci sco Cam pai g n B u i l de r y ou wi l l f i nd pr i nt adv e r ti se m e nts as we l l as onl i ne adv e r ti si ng b anne r s and su ppor ti ng we b l andi ng pag e copy. nl i ne adv e r ti si ng wi th we b b anne r s can b e a ch e ape r and h i g h l y e f f e cti v e way of g e ne r ati ng r e m ar k ab l e r e su l ts, e spe ci al l y wh e n com b i ne d wi th conte nt sy ndi cati on, wh e r e y ou pu t addi ti onal conte nt on th i r d par ty we b si te s th at y ou k now attr act y ou r tar g e t au di e nce. O n l i n e n e w s l e t t e r s O nl i ne ne wsl e tte r s ar e an e f f e cti v e way to com m u ni cate to y ou r cu stom e r s and pr ospe cts on a r e g u l ar b asi s i n a str u ctu r e d way and al l ow y ou to di spl ay y ou r se r v i ce s and sol u ti ons. Most e m ai l ne wsl e tte r s com e ou t m onth l y or q u ar te r l y. T h e g r e at b e ne f i ts of an onl i ne ne wsl e tte r ar e th at i t i s a cost e f f e cti v e m e di u m and i t can al so b e tr ack e d i n r e al ti m e to m e asu r e e f f e cti v e ne ss. Y ou can tr ack m e tr i cs l i k e nu m b e r of ne wsl e tte r de l i v e r e d and ope ne d and al so wh at ar ti cl e s we r e of spe ci f i c i nte r e st to y ou r au di e nce. Ev e r y q u ar te r Ci sco wi l l pr ov i de y ou wi th r e ady to se nd onl i ne ne wsl e tte r. Y ou can tak e adv antag e of u p-to-date Ci sco-conte nt and i ncl u de y ou r own l og o and conte nt to m ak e a P ar tne r spe ci f i c ne wsl e tte r v e r si on u ni q u e to y ou r or g ani sati on S e m i n a r i n a b ox Ev e nts ar e a g r e at way to r ai se awar e ne ss and u nde r standi ng of te ch nol og y and i ts b u si ne ss b e ne f i ts, g i v i ng pr ospe ct and cu stom e r s a ch ance to e x pe r i e nce l i v e pr odu ct de m onstr ati ons. S e m i nar s ce r tai nl y h e l p to g e ne r ate l e ads. T h e S e m i nar i n a b ox pack ag e s i n Ci sco Cam pai g n B u i l de r pr ov i de a se t of de l i v e r ab l e s su ch as a cu stom i sab l e e m ai l and DM i nv i tati on, a r e m i nde r e m ai l, cu stom e r pr e se ntati ons, l andi ng pag e copy and an e v al u ati on f or m. All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 8
9 m P l a y I m p l e m e n t a t i o n G u i d e T e l e m a r k e t i n g s e r v i c e s T e l e m k e i g r e m k e i v e l e g e r e l i b e e e r e e r l e m k e v i e f e r y e e e h i g h l e g e r u 2 r r e r G r e l e l i e e y g q u i I h b e e e l e m k e i v e b e r r e l e i i f l u m e e m l, r e m l m i e l i i e m e f f e v e ar ti ng s a at ar ti ng tool to dr ad ne ati on, nab ng spok conv sati ons wi th ach pr ospe ct or cu stom. Condu cti ng te ar ti ng acti ti s of s ou th oppor tu ni ty to tak adv antag of a ad ne ator wi th p to 5pe ce nt sponse ate s. ood su ts ar nk d to th su ppl of ood al ty data. t as n se n th at te ar ti ng dr s tte su ts wh n t s a ol ow p ch ani sm to ai di ct ai or se nar atte nde s. Col d cal ng s not th ost cti e th od. Al ong wi th te l e m ar k e ti ng cal l g u i de s to su ppor t y ou r di r e ct m ai l cam pai g ns, e m ai l cam pai g ns and se m i nar s Ci sco al so of f e r s P ar tne r s th e u se of an ou tsou r ce d cal l ce ntr e. Al l se l e cte d cal l ag e nts h av e b e e n tr ai ne d on th e Ci sco pr odu ct and sol u ti on su i te. 5. N O W V a n T h e Ci sco N e twor k on W h e e l s (N O W V an) i s a 2 5' v an e q u i ppe d wi th th e l ate st Ci sco te ch nol og i e s. I t h as b e e n f i tte d to cr e ate a m ob i l e sol u ti ons sh owcase f or y ou r cu stom e r s to of f e r an oppor tu ni ty to se e th e te ch nol og y i n acti on. I t sh ou l d b e l e v e r ag e d to condu ct i nte r acti v e te ch ni cal de m onstr ati ons th at sh ow th e v al u e of th e l ate st Ci sco sol u ti ons to y ou r cu stom e r s b u si ne sse s. T h e N O W V an e v e nts pr ov i de oppor tu ni ti e s to i nf l u e nce and cl ose de al s and pr ov i de a f r am e wor k f or ope n com m u ni cati on and r e sponsi v e ne ss to e nd-cu stom e r ' s ne e ds and al so pr ov i de a f ou ndati on f or b u i l di ng l ong -te r m r e l ati onsh i ps wi th th e m T o b ook th e N O W V an pl e ase g e t i n tou ch wi th y ou r T MM (T e r r i tor y Mar k e t Manag e r ); al te r nati v e l y cal l ou r CMM (Co-m ar k e ti ng Manag e r ) U s e f u l C i s c o R e s o u r c e s f o r M a r k e t i n g A c t i v i t i e s S MB h om e pag e h ttp: / / sco.com / u k / sm b S MB Eng ag e h t t p : / / w w w. c i s c o. c o m / u k / s m b e n g a g e P ar tne r Ce ntr al h ttp: / / sco.com / we b / par tne r s/ i nde x.h tm l Ci sco P ar tne r H e l pde sk sco.com / g o/ ph Ci sco Mar k e ti ng L i b r ar y h t t p : / / w w w. c i s c o c. o m / g o / m a r k e t i n g l i b r a r y T o sch e du l e any m ar k e ti ng acti v i ty pl e ase g e t i n tou ch wi th y ou r T MM (T e r r i tor y Mar k e t Manag e r ), al te r nati v e l y cal l ou r CMM (Co-m ar k e ti ng Manag e r ) All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 9
10 P l a y I m p l e m e n t a t i o n G u i d e IMPORTANT L e g a l D i s c l a i m e r T h i s d o c u m e n t c o n t a i n s g e n e r a l i n f o r m a t i o n o n l y a n d n o t h i n g i n i t c o n s t i t u t e s l e g a l a d v i c e. T o t h e e x t e n t p e r m i t t e d b y l a w, t h e i n f o r m a t i o n i s p r o v i d e d " a s -i s " w i t h n o w a r r a n t i e s o f a n y k i n d, i n c l u d i n g w a r r a n t i e s o f m e r c h a n t a b i l i t y, o r f i t n e s s f o r a p a r t i c u l a r p u r p o s e. I t i s y o u r r e s p o n s i b i l i t y t o c o m p l y w i t h a p p l i c a b l e l a w s, r e g u l a t i o n s a n d b e s t p r a c t i c e s ( i n c l u d i n g t h o s e r e l a t i n g t o d a t a p r o t e c t i o n a n d m a r k e t i n g a c t i v i t i e s ). W e r e c o m m e n d t h a t y o u c o n s u l t a s u i t a b l y q u a l i f i e d l a w y e r o n a n y s p e c i f i c l e g a l p r o b l e m o r m a t t e r. T o t h e m a x i m u m e x t e n t p e r m i t t e d b y l a w, C i s c o w i l l n o t b e r e s p o n s i b l e f o r a n y l o s s o r d a m a g e ( w h e t h e r d i r e c t o r i n d i r e c t ) s u f f e r e d b y y o u a s a r e s u l t o f t h e c o n t e n t s o f, o r y o u r r e l i a n c e o n, t h i s d o c u m e n t / 0 8 All co n t e n t s a r e C o p y r i g h t C i s co S y s t e m s, I n c. All r i g h t s r e s e r v e d. T h i s d o cu m e n t i s C i s co P u b li c I n f o r m a t i o n. P a g e 10
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