Marketing Demand Generation Guide · 2016-11-29 · New Digital Demand Gen Services There are new...

Marketing Demand Generation GuideNovember 2016 - January 2017 | For Cisco Partner Use

Table of Contents

Introduction 3

Enterprise Networks 6

Security 10

Collaboration 15

Data Centre 22

Cisco Capital 29

Cisco Demand Generation Services 30

Next Steps 35

The OpportunityDigital transformation is a disruptive force and itrsquos changing the way customers buy and consume IT

Create ConversionsStand O

ut

Enha

nce

Expe

rtise

ENGAGE

100

Your Reputation Precedes You

60 of purchases are based on reputation not product

60Customers Own Their Journey

57 of decisions are complete before the customer calls

57Digital Changes Everything 67 of the customer journey is done digitally

67

Introducing ENGAGEIt is time to shift how we market to customers To cut through the noise you must move beyond traditional telemarketing events and hospitality marketing to new digital social and data-driven marketing

Together we must transform our marketing and be successful for future growth and embrace digital transformation We must learn what customers preferences would be ahead of time anticipate needs create better experiences and increase sales It all starts with ENGAGE

Read more

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Cut through the noise with ENGAGEENGAGE can help you spark meaningful conversations with your customers or prospects and more importantly stand out Now you can easily customise and execute marketing campaigns access funds and new digital services to create demand with inbound social and more ENGAGE is made up of the following four key areas

Want to Learn More

With ENGAGE we are re-imagining how to provide best-in-class marketing support to you To see how ENGAGE can help you drive more engagement with your prospects and customers reach out to your Partner Marketing Manager or head to ciscopartnermarketingcom today

Visit the ENGAGE Microsite

Partner Marketing Central (PMC)The new Partner Marketing Central is a personalised digital marketing platform with customisable digital demand generation services for you to work with your partners to engage customers and drive revenue

ENGAGE

EXPERTS

PMCEVOLUTIONEDUCATION

DIGITALDG SERVICES

ENGAGE

EXPERTS


DIGITALDG SERVICES Digital Marketing Experts

Yoursquoll have access to Partner Marketing Managers and Digital Marketing Consultants to build joint marketing plans and execute campaigns focused on digital tactics Our team is continually trained and educated on the latest digital marketing techniques

ENGAGE

EXPERTS


DIGITALDG SERVICES

New Digital Demand Gen ServicesThere are new services focused on digital inbound social and data-driven demand generation which you can activate with the marketing campaigns in this guide Free services include Cisco Web Content Syndication and Social Syndication Email and Marketing Automation There are also paid services like Paid Search Web Advertising Social Selling and 3rd Party Content Syndication

ENGAGE

EXPERTS


DIGITALDG SERVICES

EducationThe Marketing Velocity Hub provides access to lsquoalways onrsquo marketing best practices from industry experts webinars and e-learning courses to help you learn new digital marketing techniques You can also access lsquoMarketing Yourself Awesomersquo a 5-part video based marketing course for Cisco Distributors sharing the latest insights to help you market the Cisco value proposition in to your partners more effectively

ENGAGE

EXPERTS


DIGITALDG SERVICES

Why work with Cisco on marketing campaigns

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bull Upgrade the installed basebull Add Cisco Services

bull Maximise existing potentialbull Upsell to current customers

bull Gain Market Sharebull Target new environments

bull Grow share of walletbull Displace competitors

Cross-selling and up-selling to existing customers

Competitive displacement

Acquiring new customers

Refreshing the installed base

Use the new digital demand generation

services within PMC to support your Marketing

campaign planning

ENGAGE

EXPERTS


DIGITALDG SERVICES

Enterprise NetworksCampaign details 2016

Read more

DNA Digital Network Architecture Journey

Description Digital technology is driving business transformation Across every industry innovators have something in commonmdasha digital-ready network Without the network as part of your customerrsquos business strategy the applications cloud services and devices they deploy cannot live up to their potential

The challenge your customers face is how to start their journey and what steps to take to reach their objectives

The Ciscoreg Digital Network Architecture (DNA) will help your customers prepare for this transformation It is an open software-driven services-centric network architecture delivering real-time insights and personalised experiences automation and assurance and security and compliance

Objectives of the campaign

This campaign provides guidance to help customers understand what stage they are in the Cisco DNA journey and how they can build competitive advantage to lead in the digital revolution

This campaign will help you

bull Increase deal size and margins by turning a Cisco on-premises or cloud-managed product sale such as wireless switching or routing into a broader solution sale focused on business outcomes

bull Accelerate customer wireless migration to 80211ac Wave 2 and the newest Cisco switches and routers to support the increase in mobile devices

bull Help IT influence technology budget by selling line-of-business (LoB) relevant solutions to help grow their business

bull Gain insight into your customersrsquo business and grow your margins and annuity business with professional and technical support services

Products and Solutions Full Enterprise Networks Portfolio

Key Competitors HP Aruba Huawei Dell Ruckus Juniper Avaya Brocade Fortinet

Timeframe Available now - English

Marketing Assets English French German Italian Polish Russian Spanish

Campaign Overview

Solution Overview

Migration Paths and Guides

Campaign Implementation ResourcesSales

Approach

Partner Playbook

1copy 2016 Cisco andor its affiliates All rights reserved This document is Cisco Confidential For Channel Partner use only Not for public distribution

Digital Network Architecture Journey

Campaign Overview

What Is This CampaignDigital technology is driving business transformation Across every industry innovators have something in commonmdasha digital-ready network Without the network as part of your customerrsquos business strategy the applications cloud services and devices they deploy cannot live up to their potential


With this campaign you can position the Ciscoreg Digital Network Architecture (DNA) to help your customers prepare for this transformation It is an open software-driven services-centric network architecture delivering real-time insights and personalized experiences automation and assurance and security and compliance

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Win with Mobility II Smart Networks for the Mobile Age

Description With this campaign you can guide customers on their mobile strategy to get the most out of it and create additional revenues with on-premise or cloud-managed solutions You can address 5 topics Engagement with new mobile efficiency Productivity with ultra-fast Wi-Fi Security with built-in protection Performance with super-fast switches and Efficiency with smart branch networks






Products and Solutions

CMX Meraki CMX EMSP 80211ac wave 2 HDX Mobility Express ISE TrustSec AnyConnect Multigigabit Catalyst Switches Unified Access IWAN Meraki IWAN APIC-EM

Key Competitors HP Aruba Juniper Huawei Ruckus

Timeframe Available now

Marketing Assets English French German Italian Spanish Russian

1

2

3

4

5

ldquoNetwork traffic is expected to triple in the next four yearsrdquondash Cisco Visual Networking Indextrade Forecast

Yoursquore 115 times slower than you could beOlder networks werenrsquot built to support the technology demands

of todayrsquos workforce Modern converged wired and wireless

technology allows you to innovate everywhere ndash at record speed

Ciscoreg 80211ac Wave 2 wireless delivers theoretical speeds

of up to 69 Gbps Thatrsquos 115 times faster than the previous

generation (80211n) Get your switches ready for 80211ac with

Cisco Catalystreg Multigigabit technology It delivers speeds beyond

1 Gb on existing Category 5e (Cat5e) cables and provides cost

savings for customers migrating to Wave 2

Your people want moreThe modern workforce expects a work-from-anywhere

environment but mobile solutions and cloud-based business

applications can overwhelm an older infrastructure Upgrading to

Cisco Intelligent WAN (IWAN) and 80211ac Wave 2 solutions will

give you a powerful foundation so you can get the highest level

of performance out of your applications and keep your people

productive ndash wherever work happens

You suffer from ldquosometimes some placesrdquo securityThreats to your network are more sophisticated and targeted than ever

before The older your infrastructure the more vulnerable you become

With a Cisco network intelligent sensors and enforcers are embedded

into your switches routers and wireless solutions giving you enhanced

context and visibility Everywhere

Yoursquore spending most of your time maintaining Introduction of new technology puts more and more strain on older

infrastructures You canrsquot grow ndash much less innovate ndash when yoursquore

forced to spend most of your time and resources on managing and

troubleshooting your network

Migrating to solutions like the Cisco Catalyst SmartOperations toolkit

Cisco ONE Software and Cisco Application Policy Infrastructure

Controller Enterprise Module will greatly improve your networkrsquos

performance while also dramatically simplifying deployments

operations and management That means lower costs and more

time to innovate

You have application anxiety From real-time analytics to hybrid cloud computing your network

needs to be able to handle the powerful tools computing

environments and applications that will give you the edge in the

digital market The Cisco Catalyst and Cisco Nexusreg lines of

switches ndash in addition to Cisco IWAN and wireless access points ndash are

built to support todayrsquos largest applications ndash and scale to meet the

data demands of tomorrow

Little-known fact

Is your network ready for whatrsquos next

Additional resources

Another 115 ndash the Cisco Visual Networking Index (Cisco VNItrade) Forecast predicts that there will be 115 billion connected

devices by the year 2019 ndash 15 times the expected world population

Threats arenrsquot going away anytime soon Get ready with Ciscorsquos smart networks for the mobile age

5 reasons your network needs an upgrade

80

ldquo80 of IT resources are spent lsquokeeping the lights onrsquordquo

ndash Forrester Research report

Learn More

5 ways to activate network security everywhere

5 steps to a workplace thatrsquos anywhere anytime

Do you have these symptoms of network neglect

If yoursquore relying on older hardware for innovation itrsquos time for a change Herersquos why

copy 2015 Cisco andor its affiliates All rights reserved Cisco the Cisco logo and Meraki are trademarks or registered trademarks of Cisco andor its affiliates in the US and other countries To view a list of Cisco trademarks go to this URL wwwciscocomgotrademarks Third-party trademarks mentioned are the property of their respective owners The use of the word ldquopartnerrdquo does not imply a partnership relationship between Cisco and any other company (1509R)

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Midsize Customer Acquisition Campaign Letrsquos Get Together ndash and bring your business to life

Description Letrsquos get together Start using this campaign today to fast-track your sales of Cisco midsize solutions and bring your customers business to life whilst adding value to yours

Cisco solutions are a powerful means by which midsize organisations can grow Theyrsquore designed and built for purpose with our midsize customersrsquo needs in mind Therersquos a lot to choose from so wersquove brought together a range of products ideally suited to your midsize customers


This campaign is designed to help you sell Ciscorsquos suite of Data Centre Switching Routing Wireless and Collaboration solutions to your midsize customers - and add value to your Cisco partnership


Data Centre - HyperFlex HX-SeriesWireless ndashMobility ExpressSwitching ndash 350 and 550 SeriesRouting ndash 800 and 1900 SeriesCollaboration ndash Business Edition 6000 Video amp IP Phones Spark Webex Jabber

Key Competitors Various


Marketing Assets English

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SecurityCampaign details 2016

Read more

Description Market and sell Ciscorsquos next-generation firewall and IPS solutions including the industry-leading threat-centric next-generation firewall tailor-made for small and mid-size businesses For network-centric buyers ASA with FirePOWER Services offers convergence of the proven ASA platform with the best-in-class NGIPS and Advanced Malware Protection capabilities (single appliance) This integration offers competitive differentiation that no other vendor can offer For security-centric buyers position the Best-in-Class solutions Cisco ASA 5500-X plus FirePOWER Next-Generation IPS appliances (dedicated NGFW and NGIPS appliances) Position and sell Ciscorsquos next-generation network security solutions


This programme focuses on the migration opportunity from the worldrsquos largest firewall installed base (the ASA 5500 Series that has reached end of sale) to the ASA 5500-X Series with Next-Generation Firewall Services It also provides migration material for Cisco the legacy IPS installed base to the FirePOWER Next-Generation IPS appliances


Cisco ASA with FirePOWER Services Cisco FirePOWER NGIPS Cisco Advanced Malware Protection

Key Competitors Juniper Palo Alto Networks Check Point Fortinet McAfee

Timeframe Available Now

Marketing Assets English French German Italian Russian Spanish

Network Security What a Next-Generation Firewall Should Be

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Email amp Web Security Protect Your Organisation

Description Security is more critical to your customersrsquo networks than ever before As threats and risks persist along with concerns about confidentiality and control security is necessary for providing business continuity protecting valuable information and maintaining brand reputation Cisco integrated security solutions embedded in the fabric of your customersrsquo networks give them heightened visibility and control to protect their business without disruption


Evaluate your customersrsquo content security needs and position Cisco Email and Web Security solutions against the competition Ensure existing Email and Web Security customers renew and upgrade to include Advanced Malware Protection for Email and Web Gateways


Cisco Web Security Appliance and Cloud Web Security Cisco Email Security Appliance and Cloud Email Security Cisco Advanced Malware Protection

Key Competitors Blue Coat Websense Zscaler Symantec McAfee Proofpoint Microsoft



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Secure Data Centre Security Scale from Data Centre to the Cloud

Description Cybercriminals are specifically targeting the data centre where high-value data resides High-profile data breaches have made securing the data centre a boardroom topic and a main concern for top executives who wish to avoid media spotlight regulatory penalties and damage responsibility The Cisco Secure Data Centre portfolio is the only validated solution designed specifically for todayrsquos dynamic data centre environments delivering consistent security across physical virtual and cloud environments and a ldquono compromisesrdquo approach that provides dynamic provisioning scalable performance and full threat protection

Objectives of the Campaign

Provide a threat-centric security approach unique to the data centre one that meets the unique data flows and demands of high-speed networks with an end-to-end suite of solutions providing protection across the full attack continuum Address your customersrsquo data centre challenges by including security technologies in your data centre opportunities and increase at the same time your data centre deal size by as much as 40


Cisco ASA 5585-X and ASAv Virtual Next-Generation Firewall Cisco FirePOWER 8000 NGIPS appliance and Virtual FirePOWER NGIPS Advanced Malware Protection and Cisco Identity Services Engine (ISE)

Key Competitors Check Point Palo Alto Networks Fortinet Juniper FireEye



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Advanced Malware Protection AMP Everywhere

Description Hacking is now an industry powered by a community of professional entrepreneurial and resourceful cybercriminals Help your customers protect their organisations Cisco Advanced Malware Protection (AMP) is a security solution that addresses the full lifecycle of the advanced malware problem Not only can it prevent breaches but it also gives the security teams the visibility and control to rapidly detect contain and remediate threats if they evade front-line defences cost-effectively and without impacting operational efficiency


Capitalise on a cutting-edge technology in a booming cybersecurity industry Cisco Advanced Malware Protection is the leading security technology that protects organisations before and during an attack and provides continuous analysis of files even after an attack to quickly detect stealthy malware scope the compromise and eliminate it


Cisco AMP for Networks AMP for Endpoint AMP for Email and Web Gateways AMP ThreatGRID AMP Private Cloud Virtual Appliance

Key Competitors FireEye Palo Alto Networks McAfee Bit9



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CollaborationCampaign details 2016

Read more

Itrsquos Just a Meeting Next Generation Meetings with Cisco Meeting Solutions

Description Meetings should be simple Thatrsquos why Cisco meeting solutions allow people to easily collaborate and stay productive with anyone anywhere on any mobile device or video system Now companies of all sizes can accelerate decisions and keep projects on track in real time with integrated audio video and content-sharing Customers can enhance engagement with a lifelike video experience that builds relationships Cisco Meeting Solutions blend physical and virtual meetings in the office at home or on the road into one seamless experience And when technologies work together people can benefit from effective meetings ndash no technical expertise needed With Cisco the industry leader in web and video conferencing


The average knowledge worker spends over a third of their working life in meetings Low-grade or aging technology as well as solutions that donrsquot work together can be a barrier to effective meetings

bull The average meeting takes more than 10 minutes to startbull 7 in 10 people admit to multi-tasking during meetingsbull Remote participants can lose focus undermining motivation and productivity

This campaign aims to help organisations of all sizes from all industries realise the full potential of meetings enabled by technology We offer awareness and demand generation assets and proposed customer journeys as well as customised offers for the business and IT buyers The goal is to generate business opportunities for Cisco Meeting Solutions


Cisco WebEx Video systems Phones and desktop endpoints Room and immersive systems Cisco Spark

Key Competitors Microsoft Polycom Avaya Unify Alcatel-Lucent Mitel Huawei



Specialisations Accreditations Advanced UC andor Express Collaboration Specialisation

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Get Back to Collaboration Exceptional Video (Mid-Market)

Description This campaign allows you to run multiple programmes to create sustained conversations with targeted buyers around three highly relevant topics that will drive critical aspects of your business related growth acceleration and profitability

The campaign messaging and creative theme are grounded in a simple but universally relevant demand idea and creative theme the wrong technology actually makes it harder to get things done Everyone deserves simple exceptional collaboration Get back to getting things done Use this campaign to capitalise on the significant opportunity to accelerate video attach of the proudcts listed below


Get back to business without barriers Itrsquos time we got back to face-to-face connections with Ciscorsquos exceptional video collaboration

bull Open the door and drive awareness and demand for exceptional video collaborationbull Broaden the conversation and drive demand for collaboration solutions as the catalyst for

transforming the workplacebull Build upon employee and organisational benefits to drive expanded demand for

customer-facing collaboration solutions

Products and Solutions Cisco DX MX SX Series End Points

Key Competitors Avaya Polycom Microsoft Unify Alactel-Lucent Mitel Huawei


Marketing Assets English French German Italian Polish Russian Spanish Turkish

Specialisations Accreditations Advanced UC andor Express Collaboration Specialisation Advanced TP

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Get Back to Collaboration Workplace Transformation


The campaign messaging and creative theme are grounded in a simple but universally relevant demand idea and creative theme the wrong technology actually makes it harder to get things done Everyone deserves simple exceptional collaboration Get back to getting things done


Get back to working your way See how Ciscorsquos effortless collaboration solutions are the new face of workplace transformation




Products and Solutions Full Collaboration Portfolio

Key Competitors Avaya Polycom Microsoft Unify Alactel-Lucent Mitel Huawei Siemens HP




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Get Back to Collaboration Customer Collaboration

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Get back to delighting customers See how Ciscorsquos customer collaboration solutions make customer relationships personal again




Products and Solutions Customer Collaboration (Contact Centre Services Solutions)

Key Competitors Avaya Siemens Aspect Genesys Interactive Intelligence



Specialisations Accreditations UC Specialised or Contact Centre Advanced Technology Partners

Collaboration SparkDescription Capture your share of the $24 billion global cloud collaboration market with the Cisco Sparktrade Campaign

Its easy to become a Cisco Spark partner even if youve never sold collaboration beforeLearn more at wwwciscocomgosparkpartner

Sell a complete business collaboration service from the Cisco cloud that enables customers to message and meet anywhere and anytime This campaign can help you sell Cisco Spark to new customers through an inbound approach and to existing customers through an outbound approach through

bull Social and SEM assets and copy blocks to help drive your inbound strategy to intersect with new customersbull A customisable multi-offer landing page that can be syndicated in whole or in partbull Outbound emails and offers to help you inspire existing Cisco collaboration customers to purchase Sparkbull Additional assets and offers will be added to the campaign throughout calendar year 2016The Spark Room Systems are now available in 19 countries in EMEAR making the Spark offer even more compelling to our customers


The full cloud Cisco Spark service is sold in a high-volume low-touch go-to-market model that is conducted primarily through successful inbound marketing Through digital marketing your goal is to intersect with both IT and line-of-business (LOB) buyers and inspire them to engage in a sales conversation attend a webinar participate in a free trial andmdashultimatelymdashbuy The aim of the campaign is to increase adoption and usage of Spark through messaging assets and content you need to build complete inbound and outbound journeys to support selling the cloud offer to existing customers You can use content syndication and marketing services for simple ready-to-go execution You can also employ individual elements of the campaign to fully customise your approach

Products and Solutions Spark ndash wwwciscosparkcom

Key Competitors Slack HipChat Skype for business and other business messaging and collaboration applications



Specialisations Accreditations See wwwciscocomgosparkpartner

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88

5 must-haves for the digital workplace

Digital collaboration is supposed to make work easier right But if the tools that are supposed to make working together simple donrsquot

actually boost productivity and efficiency whatrsquos the point

88 of CEOs believe digital technologies are creating high value in operational efficiency1

1 Keep employees connectedEmployees need the flexibility to choose the most effective way to access business applications wherever they work and whatever device they work on

3 Invest in video collaborationWhat do you do when people canrsquot meet in person and email or a phone call wonrsquot cut it You use HD video conferencing wherever you are and tie in content sharing to make communication easier build trust and do away with errors thatrsquos what

5 Secure your digital spaceThe digital world keeps getting more complex As it does security faces more challenges With trends like cloud computing social media and expanding mobility needs lacking the right protection can leave opportunities for attackers to get in Strengthen your network security when you

bull See more with global threat intelligencebull Stop threats before during and after an attack bull Automate security across physical virtual and cloud to reduce complexity

2 Right tools right resultsPeople can do amazing things whether theyrsquore in the office on the road or on the couch Give them the power to create edit view and work together in real time then get ready to be amazed at the results Give them tools to

bull Stay in contact via messaging bull Store documents in a central locationbull View share and search information and contentbull Edit and collaborate like never before

4 Choose wiselyYou really have to get this right Even small gaps are big deals Trends like bring your own device (BYOD) video conferencing and cloud-based apps may be monster-sized asks for your network that you cannot afford to miss Be sure you can

bull Handle business-quality video conferencingbull Provide private and public cloud accessbull Deal with sophisticated productivity and collaboration appsbull Manage security across multiple locations and types of devices

91of employees believe digital

technology can transform the way they work for the better2

77of Millennials wish to have greater mobile connectivity

from their employers2

The Cisco Sparktrade collaboration app has revolutionized the way you get stuff done anywhere anytime with a simple secure complete all-in-one business communications service

Get Started Now

copy 2016 Cisco andor its affiliates All rights reserved Cisco the Cisco logo and Cisco Spark are trademarks or registered trademarks of Cisco andor its affiliates in the US and other countries To view a list of Cisco trademarks go to this URL wwwciscocomgotrademarks Third-party trademarks mentioned are the property of their respective owners The use of the word ldquopartnerrdquo does not imply a partnership relationship between Cisco and any other company (1603R)

1 The Future of Work Community ldquoFuture of Work Make the Future Work for Yourdquo Oct 6 20152 Gerald C Kane Doug Palmer Anh Nguyen Phillips David Kiron and Natasha Buckley ldquoStrategy Not Technology Drives

Digital Transformationrdquo MIT Sloan Management Review in collaboration with Deloitte University Press July 14 2015

Coming soon

Collaboration Apple

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Data CentreCampaign details 2016

Read more

Description This campaign allows you to harness the opportunities afforded by one of the biggest innovations in data centre infrastructure since server virtualisation hyperconverged infrastructure

Cisco HyperFlex is the next-generation of hyperconverged It eliminates the compromises found in the first-generation products by combining compute storage and networking fabric in a single platform HyperFlex brings agility scalability and the pay-as-you-grow economics of cloud to on-premises infrastructure


Enable your customers to transform the economics of running their IT infrastructure HyperFlex Systems are fast to deploy simple to manage and easy to scale Ideal for virtual infrastructures VDI VSI testdevelopment and large remote branch offices HyperFlex arrives ready to provide your customers with a unified pool of infrastructure resources to power applications as their business needs dictate

bull Independent scaling of compute or capacity ability to add blades as compute nodes to the cluster

bull Centralised policy-driven management using the proven Cisco Unified Computing Systemtrade (Cisco UCSreg) engine

bull Data optimisation Always-on deduplication and compressionbull Up and running securely within an hour or lessbull Your customers can start small and scale as their needs grow


Cisco HyperFlex HX220c Node Enables cluster scaling with minimal footprint requirementsCisco HyperFlex HX240c Node Allows for cluster scaling with maximum storage capacity Cisco HyperFlex HX240c Node with Cisco Unified Computing Systemtrade B200 Blade-Series Servers

Key Competitors Nutanix VMware VxRail


Marketing Assets English French German Italian Russian Spanish Polish

HyperFlex Campaign Bring agility scalability and cloud economics to your customers with complete hyperconvergence

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Description This campaign allows you to run multiple programmes to create sustained conversations with the primary buyers involved in the data centre buying decision The topic talks to the VPofITHead of IT that needs to simplify delivery of IT Services and reduce costs while ensuring complex applications requirements from edge to the core to the cloud IT must be responsive to business requirements and support data capture where it resides and support getting value from it The messaging focuses on IT infrastructures that delivers better business outcomes This campaign helps you to create demand on Cisco solutions and Services to connect the promise of Internet of Everything (IoE) to the data centre innovations Cisco delivers


This campaign includes assets and offers to create demand on Cisco solutions and Services to connect the promise of the Internet of Everything to the data centre innovations Cisco delivers


All UCS portfolio Automation and Orchestration tools (ACI and Cisco ONE Enterprise Cloud Suite) Cisco Intercloud Fabric for Hybrid Cloud Domain Ten and Professional Services Big Data Analytics

Key Competitors Dell HP IBM (Lenovo)



Data Centre Your Centre of Everything

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Description This campaign allows you to run multiple programmes to create sustained conversations with the primary buyers involved in the data centre buying decision This topic talks to the Data Centre Managers who are looking for solutions that handle private cloud big data and desktop virtualisation and should speed up IT operations and create the technology foundation to allow them to free up resources for new project implementation They will be able to move to a more agile IT department delivery model without overbuild The messaging focuses on making IT work better together as an organisation


This campaign includes assets and offers to enable you to create demand for Cisco UCS integrated infrastructures as the foundation for future-proof data centres that drive business impact at every scale


Cisco ONE Enterprise Cloud Suite UCS Integrated Infrastructures FlexPod with NetApp VSPEX with EMC VersaStack with IBM UCP Select with Hitachi Data Systems SmartStack with Nimble Storage VBlock with VCE UCS Mini Solutions and UCS Storage solutions

Note Includes UCS Mini Solutions assets




Data Centre Your Centre of Tomorrow

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Data Centre Your Centre of Performance Description This campaign allows you to run multiple programmes to create sustained conversations with the primary buyers involved in the data centre buying decision This topic talks to the Server and Application Managers who need to better align Servers to Application performance and simplify application migration The messaging focuses on making applications perform better


This campaign includes assets and offers to enable you to create demand and position server refresh cycles as the chance to redefine expectations and application performance with Cisco UCS for tighter integration with main ISVs (Microsoft SAP and Oracle)

Products and Solutions UCS Product Family UCS Director

Note Includes Microsoft Windows Server and SQL Server migration assets




Data Centre Your Centre of Performance

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Description This campaign allows you to run multiple programmes to create sustained conversations with the primary buyers involved in the data centre buying decision This topic talks to VP of ITHead of IT and Data Centre Managers who need to securely expand their IT assets beyond their premises while maximising deployment choices control consistency and compliance and keep up with demand for new applications to respond faster to business imperatives The messaging focuses on giving IT the flexible consumption options (private and hybrid cloud) and agility they need


This campaign includes assets and offers to enable you to create demand for Cisco ONE Enterprise Cloud Suite which includes Cisco Intercloud Fabric as the next step in cloud software to help move into private and hybrid cloud with confidence You will be also able to position Cisco Application Centric Infrastructure (Cisco ACITM) the open secure and most comprehensive SDN in the industry


Cloud Consumption ACI and Intercloud Services Cisco ONE Enterprise Cloud Suite Openstack and Cloud Services




Data Centre Your Centre of Agility

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Description This campaign allows you to migrate your customer DC Switching installed base and up-sell introducing the new Cisco Application Centric Infrastructure (ACI) architecture and help them reduce costs and improve network efficiency with next-generation switching solutions You will drive Cisco Nexus switches (and related products) based on customer initiatives in data centre virtualisation Unified Fabric Cloud LANSAN convergence adoption of 10G servers and 40G100G network expansion for increased data centre traffic


This campaign includes assets and offers to enable you to create demand for Cisco Nexus Series and MDSSAN switches by demonstrating how these products address the challenges and evolving demands for next generation data centres


Nexus 2000 Series Network ExtendersNexus 3000 5000 7000 9000 Series SwitchesNexus 1000V SwitchApplication Virtual SwitchMDS 9000 Series SAN SwitchesData Centre Security

Key Competitors HP Juniper Arista Huawei Brocade



Data Centre Modernise the Data Centre Network

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New style images for easylease and CPOP

Cisco Capital (including easylease)

Technology financing solutions

In todayrsquos challenging business environment customers not only decide what to buy but also how to buy Offering customers a total solution including financing is critical to winning bigger deals

Whatrsquos in it for youMakes selling easier Close larger deals faster by overcoming budget restrictions

Improves customer retention Create significant value and repeat business by offering customers something your competitors cannot

Protects margins Prevents having to pass on discounts by offering customers a flexible way of paying for their solution

What is in it for your customersbull Helps them overcome budgetary constraintsbull Accelerates their technology adoption and ROIbull Enables them to keep their technology aligned to

business needsbull Helps them retain business flexibilityStart generating opportunitiesHere are rsquo5 good reasons to offer financingrsquo

Check out our range of financing solutions including market-leading easylease 0 financing offer - which offers a 1 rebate until the end of July 2017

Search for lsquoeasyleasersquo or lsquoCisco Capitalrsquo on Cisco Partner Marketing Central to access a range of localised assets to help you position financing and start your own campaigns And donrsquot forget to share our lsquoCount on Capital Toolkitrsquo with your sales team

For more information contact capital_marketing_emeaciscocom

Get Demand Generation support and expertise based on your choice

Demand Generation services 2016Read more

Co-Marketing and Demand Generation Execution Support Based on Your Choice

When you do it yourself When you use your marketing agency When you use a PMC agency (recommended)

Planning and Execution Support PartnerDistributor LocalPartner marketing agency

3

(Cisco chosen experienced pan EMEAR agency specialist in Demand Generation)

Demand Generation ServiceTactic PartnerDistributor LocalPartner marketing agency 3

(Agreed price negotiated packages but flexible services)

Agency Training PartnerDistributor3

(Reporting and lead management only)

3

(Fully trained specialist agencies regular QBRs)

Content3

(Partner Marketing Central)

3

(Partner Marketing Central)3

(Programme content built into a service)

Lead Management 3 33

(No lead management admin burden on either partner or PMM)

1 Choose an architecture and programme that suits your business objectives

2 Choose your preferred execution method

next back

Services address different customer types according to strategydirection

depends on appropriate content

Reactivation

Address lapsed customers who havenrsquot bought Cisco in a number of years (requires data or for customer to follow social streams

or email journey)

Acquisition

Go after net new customers for Cisco (no data required) using cast-the -net wide innovation in digital and other programmes

Retention

Fulfill the needs of your install base - includes Migration cross-sell and new buying centre

(requires data or for customer to follow social streams or email journey)

Nurture

Keep the prospects who are at the beginning of their buying cycle engaged with your

messages (requires data or for customers to follow social streams or an email journey)

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Cisco Demand Generation Tactics available through PMCReactivation Acquisition Retention Nurture Detail

Free of Charge

Social Media Syndication




Access to Cisco social content to either support other campaignsactivities or to populate Partner social feeds with Cisco content

Webinar Syndication

Webinar Syndication

Webinar Syndication

Ability to invite Partner customers to Cisco delivered webinars Demand Gen activities happen after to attendees to deliver leads back to that Partner Coming soon

Cisco Content Syndication

Cisco Content Syndication Full Cisco architecture showcases for the Partners to syndicate to their own sites

Packages starting from $0 - $5000

Social Activation Packages

A range of services that will get you up to speed on how to energise your marketing through social ndash whether yoursquore a complete beginner or just wanting some tips on strategy

Campaign-based Telemarketing




Outbound telemarketing can be used for many objectives based on the script and the approach Can even be used for Acquisition if appropriate data set is purchased though can be less successful than other means

Integrated Campaign

Integrated Campaign

Integrated Campaign

Email and Outbound telemarketing can be used for many objectives based on the email content assets script and the approach Can even be used for Acquisition if appropriate data set is purchased

Event in Box Package



Event in a box is flexible - based on the content that is available and the data that is used Limited application in Acquisition (non Cisco customer unlikely to travel to event unless they are already on the buyer journey)

Spiceworks DG Digital activity within the Spiceworks community works better with offers

Banner Ad Search Engine Marketing and Banner advertising Remarketing and Real Time Bidding followed up with TM

IDG DG Digital content syndication activity within the IDG community works better with offers


PPC amp TM Paid Search linking to landing page with gated asset offers (soon to be ungated) followed up by TM

Digital content syndication activity works better with offers

Call Blitz Call Blitz Call Blitz On-site sales team coaching on door-opening techniques with an incentive

Smart Opportunity Day



On-site sales team coaching with licence to Smart discussions tool that assists sales to identify prospectrsquos networking challenges

Bullseye Bullseye Bullseye (new buying centre) Blind teaser high value mailer sending to co-branded microsite Partner sales to follow up

Social Selling Campaigns Extend the reach of your Digital Marketing with a full-service bespoke Social Selling campaign for Twitter and LinkedIn

back next

Leads and Prospects System

Reduced number of emails calls and production of files Additionally a ldquoclick-to-convertrdquo functionality is available to convert opportunities in LampP in CCW deals

Whatrsquos truly vital to your midmarket growth Leads Itrsquos as simple as that Wersquove just made our leads management system smartermdashto help you win business faster and gain big results

When you save time you can be more productive Thatrsquos why we want to share the new changes wersquove made to our Leads and Prospects system (formerly known as Sales Collaboration Platform) New smart filters customisable views and easy routing options help you access the leads you need - fast Customer intelligence gives you even more insight so yoursquore better prepared

The interface makes it easy to customise what you need In addition routing leads and prospects to your business is quicker so you can be super-efficient Capturing Cisco-generated leads and prospects is a benefit that helps accelerate your success

How can Leads and Prospects help you

Expand your pipelinebull We send you leads and prospects

Get in before your competitorsbull We find the opportunities for you

Increase win rate expand deal size reduce the cost of salebull We give you customer intelligence

Improve funnel visibilitybull Track leads and prospects through to deal and close

Improves sales and resource planningbull Focus your teams on high-potential accounts

Reduce data entry for dealsbull Lead and prospect data is loaded to Cisco

Commerce

How to Access Leads and Prospects system

Step 1 Visit Partner Plus Connect wwwciscocomgoppc

Step 2 Click on Leads and Prospects in the menu

Step 3 Click on the link to Cisco Commerce where you can review your Leads and Target Prospects and link directly to the Leads and Prospects system

back next

Next StepsNext steps 2016

Read more

Next Steps

We hope you found this guide useful and that itrsquos clear what services we offer and which campaigns are available to you

Now we suggest you

bull Access Marketing Velocity Hub and take advantage of industry best practices and online marketing eLearning courses

bull Visit Partner Marketing Central to find campaign materials and understand the digital services that are available to you

bull Make use of the next generation Digital Agency Services

bull Check-out what funding option is available for you in PMC and start leveraging it now

bull Use Leads and Prospects systems to help you achieve your sales plan

bull Use Cisco Capital to increase your business and close deals faster

We wish you all the best with your plans for the next three months

Wersquore looking forward to working with you

Americas HeadquartersCisco Systems IncSan Jose CA

Asia Pacific HeadquartersCisco Systems (USA) Pte LtdSingapore

Europe HeadquartersCisco Systems International BV Amsterdam The Netherlands

Cisco has more than 200 offices worldwide Addresses phone numbers and fax numbers are listed on the Cisco Website at wwwciscocomgooffices

Cisco and the Cisco logo are trademarks or registered trademarks of Cisco andor its affiliates in the US and other countries To view a list of Cisco trademarks go to this URL wwwciscocomgotrademarks Third party trademarks mentioned are the property of their respective owners The use of the word partner does not imply a partnership relationship between Cisco and any other company (1110R)

Table of Contents

Introduction 3

Enterprise Networks 6

Security 10

Collaboration 15

Data Centre 22

Cisco Capital 29

Cisco Demand Generation Services 30

Next Steps 35



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Enha

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Expe

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ENGAGE

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DIGITALDG SERVICES


ENGAGE

EXPERTS


DIGITALDG SERVICES


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campaign planning

ENGAGE

EXPERTS


DIGITALDG SERVICES


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Campaign Overview

Solution Overview



Approach

Partner Playbook



Campaign Overview




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Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















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Commerce





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Next Steps


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ut

Enha

nce

Expe

rtise

ENGAGE

100






67



Read more

back next


Want to Learn More




ENGAGE

EXPERTS


DIGITALDG SERVICES

ENGAGE

EXPERTS




ENGAGE

EXPERTS


DIGITALDG SERVICES


ENGAGE

EXPERTS


DIGITALDG SERVICES


ENGAGE

EXPERTS


DIGITALDG SERVICES


back next











campaign planning

ENGAGE

EXPERTS


DIGITALDG SERVICES


Read more
















Campaign Overview

Solution Overview



Approach

Partner Playbook



Campaign Overview




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1

2

3

4

5
































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Little-known fact







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Learn More






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Content3


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Acquisition


Retention



Nurture



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Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















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Commerce





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Read more

Next Steps


Now we suggest you














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Want to Learn More




ENGAGE

EXPERTS


DIGITALDG SERVICES

ENGAGE

EXPERTS




ENGAGE

EXPERTS


DIGITALDG SERVICES


ENGAGE

EXPERTS


DIGITALDG SERVICES


ENGAGE

EXPERTS


DIGITALDG SERVICES


back next











campaign planning

ENGAGE

EXPERTS


DIGITALDG SERVICES


Read more
















Campaign Overview

Solution Overview



Approach

Partner Playbook



Campaign Overview




back next













1

2

3

4

5
































time to innovate








Little-known fact







80



Learn More






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3


Content3


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Reactivation


or email journey)

Acquisition


Retention



Nurture



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Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you















back next











campaign planning

ENGAGE

EXPERTS


DIGITALDG SERVICES


Read more
















Campaign Overview

Solution Overview



Approach

Partner Playbook



Campaign Overview




back next













1

2

3

4

5
































time to innovate








Little-known fact







80



Learn More






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Content3


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or email journey)

Acquisition


Retention



Nurture



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Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you















Read more
















Campaign Overview

Solution Overview



Approach

Partner Playbook



Campaign Overview




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1

2

3

4

5
































time to innovate








Little-known fact







80



Learn More






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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



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Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you





























Campaign Overview

Solution Overview



Approach

Partner Playbook



Campaign Overview




back next













1

2

3

4

5
































time to innovate








Little-known fact







80



Learn More






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Content3


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or email journey)

Acquisition


Retention



Nurture



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Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you


























1

2

3

4

5
































time to innovate








Little-known fact







80



Learn More






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Read more










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3


Content3


3







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or email journey)

Acquisition


Retention



Nurture



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Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















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Commerce





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Read more














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3


Content3


3







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Reactivation


or email journey)

Acquisition


Retention



Nurture



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Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















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Commerce





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Next Steps


Now we suggest you















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88


















Get Started Now




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Collaboration Apple

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back next










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3


Content3


3







next back



Reactivation


or email journey)

Acquisition


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Nurture



back next


Free of Charge






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Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















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Commerce





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Get Started Now




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Collaboration Apple

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back next










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3






3


Content3


3







next back



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or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






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Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


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Next Steps


Now we suggest you























back next










back next










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Get Started Now




Coming soon

Collaboration Apple

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back next










back next











back next










back next










back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you























back next










next back


Read more













next back














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next back


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next back

88


















Get Started Now




Coming soon

Collaboration Apple

next back


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back next










back next











back next










back next










back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


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Next Steps


Now we suggest you























next back


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next back














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next back

88


















Get Started Now




Coming soon

Collaboration Apple

next back


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back next










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back next










back next










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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


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Next Steps


Now we suggest you















Read more













next back














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next back

88


















Get Started Now




Coming soon

Collaboration Apple

next back


Read more














back next










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back next










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back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you


























next back














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next back

88


















Get Started Now




Coming soon

Collaboration Apple

next back


Read more














back next










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back next










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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you



























next back














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88


















Get Started Now




Coming soon

Collaboration Apple

next back


Read more














back next










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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you



























next back


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next back

88


















Get Started Now




Coming soon

Collaboration Apple

next back


Read more














back next










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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you















next back
























next back

88


















Get Started Now




Coming soon

Collaboration Apple

next back


Read more














back next










back next











back next










back next










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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you

























next back

88


















Get Started Now




Coming soon

Collaboration Apple

next back


Read more














back next










back next











back next










back next










back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you














Coming soon

Collaboration Apple

next back


Read more














back next










back next











back next










back next










back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you















Read more














back next










back next











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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


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Next Steps


Now we suggest you



























back next










back next











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3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you























back next











back next










back next










back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you
























back next










back next










back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you























back next










back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you























back next










back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you























back next


















3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you































3






3


Content3


3







next back



Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you
















Reactivation


or email journey)

Acquisition


Retention



Nurture



back next


Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you















Free of Charge






Webinar Syndication

Webinar Syndication

Webinar Syndication












Integrated Campaign

Integrated Campaign

Integrated Campaign



















back next













Commerce





back next


Read more

Next Steps


Now we suggest you


























Commerce





back next


Read more

Next Steps


Now we suggest you















Read more

Next Steps


Now we suggest you














Next Steps


Now we suggest you














Marketing Demand Generation Guide · 2016-11-29 · New Digital Demand Gen Services There are new...

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Transcript of Marketing Demand Generation Guide · 2016-11-29 · New Digital Demand Gen Services There are new...