Transcript January 2014 ©©2010 Cisco Cisco and/or and/or itsits affiliates. affiliates. AllAll rights rights reserved. reserved. Cisco Confidential • Innovate with Collaboration in the Cloud Marketing Play Packaged marketing campaign including online banners, email messages and landing.

January 2014
©©
2010
2010
Cisco
Cisco
and/or
and/or
itsits
affiliates.
affiliates.
AllAll
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rights
reserved.
reserved.
Cisco Confidential
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• Innovate with Collaboration in the Cloud Marketing Play
Packaged marketing campaign including online banners, email messages and
landing pages, and customer facing offers, designed to lead the customer
through the buying cycle
 Overview on Cisco.com
 Partner Marketing Central
• Marketing Assets
Final marketing assets that can be used and/or re-purposed immediately
Cisco and third-party sourced content
Cannot be modified; contact Cisco for permissions to splice content
• Marketing Ingredient Material
Ingredient material to be used by partners to create marketing materials, such
as messaging and copy blocks. Content directed to partner sales team on how
to sell and sales enablement
Cisco sourced content; can be modified for partner assets
© 2010 Cisco and/or its affiliates. All rights reserved.
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Back
• Description: Templates to generate
demand for cloud collaboration
• Created: 2013
• Source: Cisco
• Target audience: Business and
technical decision makers
• Main message: Drive end customer
demand for public cloud services
• Objective: Leverage creative templates
for email, landing page, web banners
along with content offers plus playbrief
and call guide resources
• Recommended Use: eDM, web
marketing, landing pages, social media
Access at: https://www.ciscopartnermarketing.com/Orgs/Initiative.aspx?id=1893
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: White Paper, 16 pages,
PDF
• Created: April 2013
• Source: Forbes
• Target Audience: End Customer
• Main Message: Executives find value
from cloud collaboration, but only
when used extensively are they
achieving even greater business
impact, as high as 30% more than
total respondents.
• Objective: Show cloud collaboration
“Leaders vs Laggards” adoption
profile, types of benefits businesses
experience today, decision makers,
and future plans.
• Recommended Use: edm call-to-
action, Website, social media, sales
training
Download at: https://grs.cisco.com/grsx/cust/grsCustomerSurvey.html?SurveyCode=6399&KeyCode=000168079
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: White Paper, 9 pages,
PDF
• Created: September 2012
• Source: TechKnowledge, Robert
Chilton
• Target audience: End customer
• Main message: Guide selecting the
right cloud collaboration solution for
your business needs
• Objective: Show end user the value
of cloud collaboration and how it can
be a valuable investment. Compares
top cloud collaboration vendors to
help end customers determine the
right solution
• Recommended Use: Website, social
media or edm call to action.
Messaging ingredient, sales
enablement
Download at: http://www.cisco.com/en/US/solutions/collateral/ns151/ns1086/cisco_cloud_collaboration.pdf
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: White Paper, 7 pages,
PDF
• Created: February 2013
• Source: Zeus Kerravala
• Target audience: End customer
• Main message: Business
environment is ripe for enterprise
collaboration from the cloud.
• Objective: Overview of collaboration
business drivers, how to choose a
hosted collaboration solution provider
and recommendations on how to
move forward
• Recommended Use: Website, social
media or edm call to action.
Messaging ingredient, sales
enablement
Download at: http://www.cisco.com/en/US/solutions/collateral/ns151/ns1086/HostedCollaboration.pdf
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: White Paper, 16 pages, PDF
• Created: November 2012
• Source: A Forrester Consulting Thought
Leadership Paper Commissioned By Cisco
Systems
• Target audience: End customer
• Main message: Forrester’s in-depth
survey of 631 senior IT decision-makers
across eight countries found that
companies will increasingly leverage the
cloud to access collaboration services .
• Objective: Describe impact of cloud
computing as enabler and accelerator of
collaboration services adoption
• Recommended Use: Website, social
media or edm call to action. Messaging
ingredient, sales enablement
Download at:
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Cisco Confidential
http://www.cisco.com/en/US/prod/collateral/voicesw/ps6788/vcallcon/ps11363/forrester_collaboration_services_deployment_o
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• Description: White Paper, 10 pages, PDF
• Created: July 2013
• Source: IDC (Rich Costello and Rohit
Mehra
• Target audience: End customer
• Main message: Overview of the strategic
benefits and advantages associated with a
migration to a cloud-based collaboration.
• Objective: Provide a view on the key
advantages of Cloud Collaboration and how
to evaluate such a move (citing HCS as a
market-leading solution.
• Recommended Use: Website, social
media or edm call to action. Messaging
ingredient, customer education
Download at: http://www.cisco.com/en/US/solutions/collateral/ns151/ns1086/why_the_cloud_for_collaboration.pdf
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: White Paper, PDF
• Created: August 2013
• Source: Current Analysis
• Target audience: End customer
• Main message: Guide to vertical
concerns and how cloud
collaboration can overcome those
challenges and achieve vertical
business objectives
• Objective: Show vertical relevancy
for public cloud collaboration
• Recommended Use: Website,
social media or edm call to action.
Messaging ingredient, sales
enablement
Download at: http://www.cisco.com/en/US/prod/collateral/voicesw/ps6788/vcallcon/ps11363/current_analysis.pdf
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: Brochure, 17 case studies
in PDF format
• Created: August 2013
• Source: Cisco
• Target audience: End customer
• Main message: Customers are
consuming collaboration applications as
a service
• Objective: Show market adoption of
cloud-based collaboration through a
collection of anonymous and public case
studies.
• Recommended Use: Website, social
media or edm call to action. Messaging
ingredient, sales enablement
Cisco Confidential
Download at: http://www.cisco.com/en/US/prod/collateral/voicesw/ps6788/vcallcon/ps11363/cis_47357_cloud_case_study_doc7f.pdf
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: White Paper, 14 pages, PDF
• Created: July 2013
• Source: Wainhouse Research (Bill
Haskins and Andy Nilssen)
• Target audience: End customer
• Main message: Guide for a successful
Cloud Collaboration deployment, based on
interviews with a number of leading UCaaS
suppliers and Service Providers.
• Objective: To provide a summary of trends
and best practices from successful
deployments, to serve as a guide on how
to migrate to the cloud for collaboration.
• Recommended Use: Website, social
media or edm call to action. Messaging
ingredient, customer education
Download at:http://www.cisco.com/en/US/solutions/collateral/ns151/ns1086/migrating_collaboration_to_the_cloud.pdf
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• Description: 3-step guide, 15
pages, PDF
• Created: Mar 2013
• Source: COMgroup, JR Simmons
• Target Audience: End Customer
• Main Message: Guide full of
questions to help customers know
what to ask to cut through the hype
and make an informed decision
• Objective: Provide end customers
with a simpler way to evaluate cloud
solutions and partners based on
commonly asked questions.
• Recommended Use: edm call-to-
action, social media, Website, sales
enablement
Download at: Partner Marketing Central – Innovate with Collaboration in the Cloud
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• Description: Template, 36 pages,
PDF, source file available
• Created: April 2013
• Source: COMgroup, JR Simmons
• Target Audience: End Customer
• Main Message: For a good cloud
contract, get an accurate
understanding of hosted unified
communications and collaboration
capabilities using this template.
• Objective: Enable customers to use a
proposal template to select the right
cloud solution that meets their
business needs.
• Recommended Use: edm call-to-
action, Website, social media, sales
resource
Download at: Partner Marketing Central – Innovate with Collaboration in the Cloud
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Cisco Confidential
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• Description: Interactive web offer
about Next Generation Workspaces
• Created: April 2012
• Source: Cisco
• Target audience: End user
customers
• Main message: Different kinds of
economic savings from outsourcing
workloads to the cloud.
• Objective: Show different options for
cloud adoption, trends in movement to
cloud, cost and TCO savings
• Recommended Use: Soft offer for
social media tactics – posts, tweets
Download at: http://share.cisco.com/NextGenWorkspace
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• Description: Video, 1:45
• Created: January 2013
• Source: Cisco
• Target audience: End customer,
collaboration buyers
• Main message: Cisco HCS main benefits
and services available from partners
• Objective: Simple introductory HCS flash
that communicates the main external
benefits and services/workloads. It is
designed as a first-touch to inspire the
audience to want to learn more about
HCS/cloud-based collaboration
• Recommended Use: Website, intro flash
in sales presentation, as a loop on a
monitor, play in the theater at events like
Cisco Live between presentations, opening
to a presentation, embed in emails
Download at: http://youtu.be/nAduqC1bkiY
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Description: 3 Videos, 2:00 – 3:00 minutes each
•
Created: October 2013
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Source: Cisco
•
Target audience: End customer
•
Main messages:
1. Why Cloud – Problem Solving
Some typical CIO challenges and how the cloud can help
enable and accelerate collaboration.
https://www.youtube.com/watch?v=GLCguVEk7C0
2. The Cloud Works – The Cisco Powered Cloud Service
How collaboration can help drive greater agility, flexibility
and efficiency when deployed in the cloud
https://www.youtube.com/watch?v=zKAq06Lmi6A
3. Journey to the Cloud – A Smooth Transition
What to consider before starting the journey – people,
business process and culture
https://www.youtube.com/watch?v=NyMcayPQGY0
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Objective: Simple summary of cloud and the benefits. Designed
to be inspirational around cloud-based collaboration
•
Recommended Use: Website, intro flash in sales presentation,
as a loop on a monitor, play in the theater at events or trade
shows, opening to a presentation, embed in emails
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: Infographic about
Forbes research on “Collaborating in
the Cloud”
• Created: 2013
• Source: Cisco
• Target audience: End customers
• Main message: An adoption profile of
survey respondents say the more
cloud collaboration they use, the more
business advantages they gain,
including a competitive advantage.
• Objective: Show opinions and
attitudes of cloud-based collaboration,
benefits, and key influencers deciding
to implement cloud collaboration.
• Recommended Use: Soft offer for
social media tactics – posts, tweets
Download at: http://share.cisco.com/cloudcollaboration
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: Interactive social tool
that calculates your cloud utilization
based on daily habits
• Created: 2013
• Source: Cisco
• Target audience: End user
customers
• Main message: You and your
employees already use the cloud
extensively.
• Objective: Show the pervasiveness
of cloud in today’s workday already
and visualize the impact of your
workday on cloud. Share with social
media tools
• Recommended Use: Soft offer for
social media tactics – posts, tweets
Download at: http://share.cisco.com/workcloud
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• Description: Infographic about
Calculating Economics in the Cloud
• Created: 2012
• Source: Cisco
• Target audience: End user
customers
• Main message: Different kinds of
economic savings from outsourcing
workloads to the cloud.
• Objective: Show different options for
cloud adoption, trends in movement to
cloud, cost and TCO savings
• Recommended Use: Soft offer for
social media tactics – posts, tweets
Download at: http://share.cisco.com/EconomicsInTheCloud/economics-in-the-cloud.html
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• Description: Infographic about regional
variances in cloud computing readiness
• Created: 2012
• Source: Cisco
• Target audience: End user customers
• Main message: As cloud-based services
and content evolve and become more
pervasive, network speeds and latencies
are vital to enable reliable, high-quality
end-user experiences
• Objective: See comparison by major
geographies for cloud computing
readiness, based on consumer fixed
broadband access and advanced cloud
app requirements
• Recommended Use: Soft offer for social
media tactics – posts, tweets
Download at: http://share.cisco.com/GlobalCloudReadiness/global-cloud-readiness.html
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• Description: Infographic about IP
video delivery, service and streaming
services moving to cloud
• Created: 2012
• Source: Cisco
• Target audience: End user
customers
• Main message: Massive impact of
video in shaping cloud adoption
• Objective: Imagine your online future
with IP video delivery, storage and
streaming services to support
demands for video content anywhere
on any device, at any time
• Recommended Use: Soft offer for
social media tactics – posts, tweets
Download at: http://share.cisco.com/VideoInTheCloud/video-in-the-cloud.html
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• Description: Cisco repository of
infographics
• Created: 2012-2013
• Source: Cisco
• Target audience: End user
customers
• Main message: Display data on cloud
and technology trends in an
innovative and simple way
• Objective: Show thought leadership
through interesting data analysis and
relationships between technology and
business trends and requirements.
Broad range of technology topics
• Recommended Use: Soft offer for
social media tactics – posts, tweets
Download at: http://share.cisco.com
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• Description: ROI Tool, hosted by Salire,
requires registration
• Created: 2013 Refreshed
• Source: Cisco, hosted by Salire
• Target audience: Cisco and partner sales
to use with end customer
• Main message: Benefit of hosted
collaboration solution compared to onpremise solution
• Objective: Show the customer the
economic and resource benefits of hosted
collaboration in context of their business
environment. Flexible tool allows for
changing and testing different variables.
• Recommended Use: Used by sales as
discussion tool with customer, or in
preparation for a customer meeting. Tool
may be customized with local market
pricing for a cost.
Access at: https://express.salire.com/usermgmt/register/default.aspx
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: High level discussion tool for
Cisco or partner sales to assess a
prospect’s readiness to consume cloud
solutions
• Created: 2012
• Source: Cisco
• Target audience: Prospective customers
who are considering cloud solutions
• Main message: Understand the current
readiness for your organization to go to
cloud
• Objective: Help customers understand the
business, technology, people, and process
readiness of their organization to consume
cloud, and support business discussion
around why cloud
• Recommended Use: Used by sales as
discussion tool with customer, or in
preparation for a customer meeting.
Access at: http://www.ciscowebtools.com/cloud/
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• Description: Gartner Magic Quadrant
report
• Created: August 2012
• Source: Gartner
• Target audience: End customer,
collaboration buyers
• Main message: Analyst review of Cisco
Collaboration portfolio strength vs. UC
competition
• Objective: Showcase Cisco UC market
leadership compared to other vendors.
Under “Strengths and Cautions”, Cisco
Collaboration portfolio breadth, channel
and customer depth, and multiple
consumption options are highlighted, while
partner HCS offer design can mitigate the
“caution” bullets.
• Recommended Use: Website, social
media or edm call to action. Messaging
ingredient, sales enablement
Download at: http://www.gartner.com/technology/reprints.do?id=1-1BUWTHV&ct=120828&st=sb
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: Cisco webpage contains links
to case studies, videos, and tools for
purchase or find resellers
• Created: 2012
• Source: Cisco
• Target audience: Business decision
maker at collaboration customer
• Main message: Learn how different uses
of collaboration technology can support
your business goals
• Objective: Start with a specific business
goal or select a use case to learn about the
business value of using collaboration
technologies to meet your objectives
• Recommended Use: Copy/messaging can
be used in marketing material; sales
training to understand collaboration use
cases and business drivers
Access at: http://www.cisco.com/go/businesscollaboration
© 2010 Cisco and/or its affiliates. All rights reserved.
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© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: Cisco online tool
Resource Library
• Created: 2013 Refreshed
• Source: Cisco
• Target audience: Cloud partners
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Main message: Accelerate time to
market for your cloud offer, Reduce
overall costs of launching your cloud
solution, Increase profitability for
partners who have invested in Cisco
Powered cloud services.
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Extensive collection of Cloud
GTM Assets .
Search content by Cloud Offer,
Theater/Geo and other
parameters.
• Objective: Guide Cloud Partners
through a joint GTM engagement by
providing access to a library of cloud
assets, proven best practices, and a
collaborative project management
platform.
• Recommended Use: Copy/messaging can
be used in marketing material; sales
training to understand collaboration use
cases and business drivers
Access at: https://gotomarket.cisco.com
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Objective: Provide overview of Cisco messaging for HCS. Business
benefits
• Recommended Use: Marketing material copy blocks and base messaging
around collaboration, cloud collaboration, and why Cisco Powered
25 Word: <Partner Cloud Collaboration Solution>, a Cisco Powered Service, supports your organization to be
more flexible, agile, and efficient. Gain a competitive advantage through better empowering your people.
50 Word: <Partner Cloud Collaboration Solution>, a Cisco Powered Service, is an accelerator of collaboration,
allowing organizations to save money with IP telephony and improve productivity with unified communications.
<Partner Cloud Collaboration Solution> can enable your organization to be more flexible, agile, and efficient. Gain
a significant competitive advantage through better empowering your people.
100 Word: <Partner Cloud Collaboration Solution>, a Cisco Powered Service, is an enabler and accelerator of
collaboration, allowing organizations to offer customers a range of benefits, from simply saving money with IP
telephony, to improving productivity with unified communications, to providing full collaborative environments.
<Partner Cloud Collaboration Solution> can enable efficiency and reduced TCO through simple subscription offers
with predictable costs and service levels. Customers can maintain visibility and control without disrupting business.
Because it is based on open standards, <Partner Cloud Collaboration Solution> can easily integrate with existing
systems to take full advantage of legacy and forward investments.
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• Description: Current Analysis-Cisco
research and analysis - Vertical Selling
Framework for six verticals
• Created: January 2013
•
•
• Target audience: Partner
• Objective: Collaborate with Partners as
•
they build their vertical cloud strategy to
accelerate time-to-revenue, mapping to
related cloud solutions like HCS, address
business care-abouts in targeted verticals
(FSI, EDU, H/C, GOVT, MFT and RET).
Partner Vertical Cloud Assessment and
Vertical Cloud Sales Enablement
Toolkits based on Current Analysis
research
• Recommended Use: Insertion in sales
training/playbook, resource to sales
• How to Access: Contact your Partner
Marketing Manager to set up a session with
Cisco Cloud Solutions Marketing team
Download at: Cisco.com - HCS Partner Resources
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: White paper comparing the
Microsoft and Cisco approaches, PDF, 12
pages
• Created: 2013
• Source: Cisco
• Target audience: Business decision
maker at collaboration customer
• Main message: Six areas to consider for
enterprise collaboration solutions with
Cisco vs. Microsoft comparison and
recommendation
• Objective: Understand the Cisco and
Microsoft approaches to enterprise
collaboration and key considerations when
choosing a solution
• Recommended Use: Copy/messaging can
be used in marketing material; sales
training / objection handling to understand
competitive positioning of Cisco vs.
Microsoft solution.
Access at: http://www.cisco.com/en/US/solutions/collateral/ns1007/key_considerations.pdf
© 2010 Cisco and/or its affiliates. All rights reserved.
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• Description: E-learning for HCS Partners. Search for Hosted Collaboration
and select any of the five 39 minute Cisco Hosted Collaboration Go-ToMarket Innovation Program modules
1.
2.
3.
4.
5.
Account Managers & Product Sales Specialists
Cisco Partner Account Managers
Partner Principals
Practice Leads
Sales Management
• Created: 2011
• Target audience: Partner sales / account manager
• Objective: Role-based Cisco HCS solution training
• Recommended Use: Partner sales training
• How to Access:
E-learning portal http://cisco.partnerelearning.com/Saba/Web/Main;
Email flyer with links to the five modules – Ask your Cisco marketing manager or partner
account manager
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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