Account Manager Customized Customer Newsletter

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

Loyalty Phase I: AM “Signed” Customer Newsletter Proposal

Melissa Kennedy

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMelissa Kennedy 2

****Phase II

What problem are we solving?

Unify

Amplify

Simplify

Services

TWTV Product Launches

NewslettersTurn it on

Monthly Trigger 1:1 emailer

Switching Kitchen

Events

Segmented

Technical

Customer

Tech Days

Compelling event 1:1 email ALERT

Green

Cisco AM

Fact or Fiction

Q1 BIG

TY

Q2 lil surpris

e

Q3 lil surpris

e

Q4 BIG

TY

1) Simplify Customer Communications2) Scalable Account Manager (AM) Relationship Building


Loyalty Phase I: AM “Signed” Customer Newsletter Goals

Introduce customers to available resources:

-Responses, Registrations-Opt ins/Subscribers-Open rate-Click thru-Forwards/New contacts-Delivery Success

Reduce total number of individual emails from Cisco

Create consistent communication capability for field

Increase opportunity of conversations, quality/depth of conversations

Increase sales productivity Increase customer relevance Create long-term relationships with

customers & Cisco Transform a transactional relationship

with customers to strategic partnership Develop loyalty overtime Supersede competitive threats Increase customer satisfaction

Quantitative Qualitative


What differentiates this newsletter? From a real person, Account

Manager (AM) (40% of opening choice depends on “from” line)

Versions for different customers, not One Size Fits All

Customized for preferences, geography

Customer centric vs Cisco centric

Offers ability to market on behalf of an AM

Offers transparency to AM on his/her customer touch point


AM “Signed” Newsletter Aligns with Loyalty Strategy

Loyalty Strategy AM “Signed” Newsletter Alignment

Create infrastructure to deliver consistent customer communication

Serves as a foundation element to the customer communication infrastructure

Leverage scalable systems to keep accounts warm for Cisco sales rep

Leverage SFDC, Prolifiq, CMS, Demand Center

Educate customers to increase their ROI, while developing loyalty

Aggregate informational resources and activities and customize relevant to customer sub-segment

Position customer as thought leader in their company by introducing adjacent solutions or compelling events

Offers a trusted source(AM) to introduce adjacent information

Nurture architecture needs with existing customers

Leverage profile knowledge to dictate architectural information path

Create customer evangelists on behalf of Cisco

Offers customer ability to share with colleagues and peers


Business Requirements

Account Manager, Area Marketing Manager, Process & Systems


Content prioritization for Newsletter Suggested Content Features

Regional Events/ local events/Now Van events---1

Virtual Events

Customer Success Stories/testimonials

Vertical Information (if applicable)

Product Announcements---2

Product placement (24, The Office)

Services (how to, other info)

Cisco press/learning credits/educational resources---3

Technical Tips & Tricks

Polls/surveys

Cisco Interaction Network/Cisco Knowledge Network---4

Programs, promotions, etc---5

Refer a Friend

Multi-media component

Anything fun? Puzzles, challenges?


Newsletter Scenario II:Marketing Led, AM Customization Define customer segmentation-- phase I technical buyer

Create slightly different canned versions for each segment (multiple versions)

-Featured articles will change relative to audience segmentation

Offer acct manager limited customization in bulk for all versions—they can delete articles, but can’t add

Include AM personal message at top

Regional event info will be included automatically*

Approved!


Process Requirements Leverage current trigger process

Leverage local events calendar solution

Leverage MSO/DC process design and coordination for both newsletter prep & content collection

Need approval from permissions board for classification of relationship communication vs transactional

Need to create and socialize content collection process, i.e. Who? What? When? Where?

Need to establish technical decisions maker segments and list pulling criteria


Future Business Requirements Leverage new Prolifiq content management system

Revamp content collection process relative to CMS requirements

Leverage new Prolifiq content scoring capability

Leverage regional events project

Need to integrate prolifiq reporting to SFDC sales alert action

Need to create business decision maker segmentation

Need to create business-oriented newsletter package

Need to establish relationship with CMO/BU to upload content for usage

Cut off access to these contacts in CI for other marketing groups, leverage this as primary communication channels


Sample Experience Views

Customer, AM & Operations Experience


Sample: Customer Experience, Monthly

Personalized message from

Account Manager(AM):

-first message is welcome and

introduction to the communication

- ongoing customable

message from AM

Education-focused content, i.e. how can I (AM) help

provide value-add content to continue building our

relationship?


AM Experience for Phase IAM

Receives 4 versions to

review, customize or opt out

Staged and targeted in

tool

Tooltriggers 1:1 Email

Contact Receives

Email Read & Click

Thru

Reporting in tool

Review activity, adapt


Execution Process Phase I: Content and Newsletter Target Technical SFDC contacts first: 4 segments

to start

Newsletter template offers content requirements

Regional events fed through event calendar tool

Internal contacts to provide content

Content must be loaded by ? date monthly

Prolific proof content, test links, preview pane & mobile display

AM opts out any customers, offers bulk customization

Send, confirm, review reporting with team, revise

Alert Content

Lead

Confirm Content

Received

Upload or Submit

Content to Tool

Submit Sample of

Final Newsltr

Confirm Content

Submitted

Confirm Template Updated

Confirm List

Submitted

Confirm Staging

Complete

Confirm eMail Sent

Confirm eMails

Delivered

Provide Reporting

Alert Analytics

Guru


Benchmark Metrics

Cisco & Industry Standards


Cisco Newsletter Benchmarks

Newsletter CPI US:Innovators: TW

US: Innovator: BW

Mobility TAC UC Insight

Central AM newsletter

Avg Open Rate

18.4% 23% 16% 19% 8% 27% 17%

Avg Click Through Rate

22.1% 2% .5% 6% 2% 9% 21%

Delivery Rate 98% N/A N/A 69% 48% 76% 92%

Number of subscribers

35,000 70,000 40,000 19,500 108,000

6,700 15,692


Industry Email Open Rates• Overall email open avg: 12.5%

• Success factors include: industry sender, list size

• Smaller list tend to have higher open and click thru due to relevant content


Industry Email Click-Thru Rates


Actions, Deliverables & Timeline


Big Newsletter Deliverables Identify customer segmentsbegin with Network-Centric Buyer

Create repeatable systematic segmentation process

Identify common content & customizable features

Create 1:1 emailer templates: Regular, Just-In-Time

Create a rolling 3 month editorial calendar

Create a content collection process

Create new contact sign up/subscribe, acquisition process

Leverage current trigger management process

Create way to leverage regional events calendar solution


Timeframe Activity

Weeks of June 22, June 29 July 13

Review external e-newsletter research

Collect Cisco subscription background

Collect field/user requirements for newsletter contents & features

Finalize dependencies: systems/processes/people

Define newsletter scope: Phase I Launch

Create benchmark metrics collected from Cisco newsletter results and industry averages

Create 60 day action plan with milestones

Discuss best practices with other newsletter owners, i.e. Innovators, Vicki Bawinkle’s customer newsletter, Channels, others

Week of July 20 Collect AMM suggestions, integrate into final preso

Finalize AM “signed” Customer Newsletter presentation

Schedule management presentation for feedback

Finalize benchmark metrics

Continue process work with MSO

Influence tagging architecture for CMS to serve the AM newsletter


Timeframe ActivityWeek of July 27 Review with loyalty working team, collect feedback, edit accordingly

Present to management, gather feedback, set deliverable timelines

Confirm budget Phase I

Review with extended USCFM team—tech/audience/AMMs

Check in on progress of CMS, MSO processes

Set up field focus groups for AM feedback

Weeks of August 3 Initiate SOW with newsletter vendor: Alpha & Prolifiq

Begin building proofs with layout, sample content

Schedule field focus groups, customer focus groups

Initiate engagement with brand team

Create customized content loading process for AMMs/Ams

Create new acquisition, new subscriber process

Confirm MSO, Trigger process with Prolifiq & Working team

Perform edits based on field feedback of samples

Create welcome, intro content for initial newsletter launch


Timeframe Activity

Weeks of August 10, 17 Collect brand approval for final newsletter comps

Create final presentation to share with team & extended content stakeholders, build internal communication materials, schedule training , activity

Work with vendors to finalize design of templates, ready for content

Check in on progress of CMS

Begin content collection process

Finalize, launch newsletter MSO play process (internally)

Finalize reporting process, ongoing communication

Week of August 24 Work out bugs with the content collection process

Begin internal communication process, training, etc

Ensure content is entered in CMS, ready for 1’s letter

Week of October 5 Email introducing program launches, with content

Monthly 1:1 AM newsletter sent

Review process, improve

Week of November 2 Monthly 1:1 AM newsletter sent


Technology

Account Manager Customized Customer Newsletter