Blair Christie SVP and Chief Marketing Officer October 16, 2014

Navigating the New Customer Journey

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Velocity Value Volume

45% of surveyed buyers say thought leadership plays a critical part in determining who makes the short list

© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Source: ITSMA

Aligning content and advertising brought a new level of campaign credibility and enabled customer engagement

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Bringing in subject-matter experts created compelling new content and allowed us to leverage their social followings

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Prioritize Thought Leadership using Non-traditional Vehicles and Channels

VOLUME

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Velocity Value Volume Velocity Value Volume

© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Technology and Processes help Move Customers More Quickly Through the Pipeline

VELOCITY

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Velocity Value Volume

Research shows expectations are rising for customized, individualized experiences in both the B2B and B2C space

When you sell a solution rather than a product, you’ll see a 479% increase in the sale

CIO

VP of Sales

CMO

CSO

© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28 Source: Cascade Business Research Group

Using our data to update offers and alert customers of upcoming renewals offered a much simpler and higher value experience

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Understand your customer from the start to create Greater Value and Engagement

VALUE

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A greater proportion of B2B customers are emotionally attached to the brand they purchased than B2C consumers

Source: CEB/Google, From Promotion to Emotion: Connecting B2B Customers to Brands

The Customer Journey NOW

CONSIDERATION

EVALUATION

PURCHASE

LOYALTY

ADVOCACY

AWARENESS

“A journey is like a marriage. The certain way to be wrong is to think you control it.” John Steinbeck