Wednesday, October 18

Mary Gilbert CMO Folloze

Joe Zakir Marketing Leader for Global Enterprise & Americas Service Provider Cisco

Account Based Experience (ABX) as a critical foundation for marketing transformation at Cisco

Introduction:

Joe Zakir, Marketing Leader, Cisco

● 17 Years @ Cisco

● Previous 7 Years @ Sun Microsystems

● MBA - The George Washington University

● Lead Marketing Teams for Cisco’s two largest enterprise theaters

● Passion about enterprise ABM, community & the next generation

531 Enterprises

4,800 Service Providers

1100+ Sellers & Leaders

Agility to serve all segments and touchpoints

Unified tools that unite the GTM team to the customer

Scaled, personalized experiences that drive engagement

Welcome to the New World of ABX DG

Demand Gen

ABM

A Smarter Way to GTM

ABM-Driven Deman Gen

Disruption in GTM Practices

Old World:

Sequential funnel, MQL centric, generic, low conversion rates, slow and costly

New World:

Intent based, fully orchestrated, AI and data automated, fast and efficient

Marketing

Inbound, Form fills, MQLs

Sales

Costly, slow, heavy lift Sales motions

SDRs

Volume based prospecting, meeting centric

Marketing

3rd party intent driven targeting

Sales

Informed Sales motions, faster, more efficient

Orchestrated Marketing + SDRs + Sales

Personalized engagement, multi-threaded, 1st party intent

Leads Low quality opportunities

Likely opportunities 5x quality opportunities

Cisco’s Transformation in Action

Cisco Transformation

● Worldwide leader in technology that powers

the Internet

● $57B Annual Revenues

● 40% Subscriptions

● 85K+ Employees

● Purpose Drive: To Power an Inclusive Future

for All

Cisco & Global ABX Transformation & Change

Customer Priorities

Reimagine applications

Power hybrid work

Transform infrastructure

Secure the enterprise

Journey to sustainability

Global + Local Infrastructure

✔ Global Content Strategy

✔ Virtual Demand Center Integration

✔ Agile, Self-Serve Platforms and Orchestration

Data and Alignment

✔ Full-funnel Goals / Metrics

✔ New Data & Analytics Foundation

Account Centric

✔ ABX Tiering

✔ Investment Prioritization

Engagement as the North Star

Transform Marketing

Highly personalized and bespoke integrated marketing and sales touches

ABX demand gen with personalized experiences across the journey

Step 1: Align Global Enterprise Team to opportunity OBJECTIVE: BALANCING MARKETING AND SALES MOTIONS FOR A PERSONALIZED, EFFECTIVE EXPERIENCE

ICP Scaled Marketing, Digital Led

Tier 1

Tier 2

Inbound

Accounts

54 Opportunity

$4B

Accounts

256 Opportunity

$8B

Accounts

221 Opportunity

$7B

ABX Tip: Leverage Customer Data to Prioritize

Today, accounts are assessed, scored and tier based on:

Refined Wallet Opportunity

Short-term likelihood to create pipeline

Opportunity to increase software penetration rate

Exclude accounts with significant pipeline

X% of ABX

Accounts

$XM Avg. Remaining

Wallet

X% of ABX

Accounts

$XM Avg. Remaining

Wallet

X% of ABX

Accounts

$XM Avg. Remaining

Wallet

X% of ABX

Accounts

$XM Avg. Remaining

Wallet

Strong

Weak P

ro du

ct A

do pt

io n

Weak Strong Loyalty

CVM Data Model

Step 2: Align Team Plays to Customer Signals

Inbound Response to customers who have

directly taken action to engage with

Cisco

Outbound Plays Proactive targeting of customers

Intent Based Outreach to customers showing

interest in solution or product Cisco

provides

Virtual Demand Center

Advanced ABX Tip Combine 6sense AI-powered intent / propensity data with Folloze engagement data to prioritize accounts

Engage the Right Way

● Keyword (Predictive Analytics) ● Timing ● Account & Persona engagement

Step 3: Orchestrate Everything Aware Shop Buy Post Purchase

Social: Organic, Paid, Influencer

Seller Enablement

Cisco.comOutbound Cisco Insider & Executive Insider

CX Cloud & Smart Tracks Events &

Podcast

ADR Engages prospects

Phone Call ADR Warm Hand-Off to Account team Demos, Tours or Sales Call

Customer Meeting

Social

ADR Email

Tip: Personalize with 6sense and Folloze

✔ Segment based on Account, User and 6sense Segment attributes

✔ Personalize messaging, design and content across the journey with the Folloze personalization studio

✔ Scale personalization engagement across the customer lifecycle

Account based

Message-> derived from industry

Content Based on solution

Industry value proposition

AI - role, intent, company

Industry based image

Seller contact card

Pipeline 3x over previous period

Business Impact from Tier 2 Campaign

$150M+New DemandMarketing Sourced

Business Impact from Tier 2 Campaign

of Targeted ABX Accounts Highly Engaged

4X Above Engagement Attribution Metric Threshold

Accelerate Pipeline Marketing Engaged 68%

"With an ever-evolving and fast-changing sales

environment, our partnership with marketing is vital to

our growth and transformation. Our Marketing Team is

a strategic partner, helping us impactfully expand our

reach to customers through digital, social, event and ad

channels, delivering the right message at the right

time, and helping us lead the growth and acceleration of

pipeline across our enterprise business.“

– Cliff Thomas, Cisco SVP & GM, Global Enterprise Segment Americas

Success Factor #1:

Be a Business Partner to Sales

● Many unknowns and dependencies –

Balance Agility with Plan Focus

● Empower your Teams with Trust - Inclusiveness

of Specialist Functions

● Power of Data & Platforms – Better Decision

Making, Hyper Targeting & Accelerate

Alignment

● Leverage ALL resources –Including Industry

Best Practices & Vendor Partners

Other Success Factors

More Scale & Growth Stretch Goals Break Away

Let’s Connect

Keep Learning

$1B Pipeline

What’s next

Unknown/ Unmeasured

Engagement + 1st party insights: 4-5x Outcomes

Yesterday campaigns Today’s campaigns

● 5x Engagement (agile, targeted, personalized)

● Up to 40% more known traffic

● 1st party behavioral data for true intent

~2% ~10%-20%

Folloze benchmark data ~1M inbound visitors ~19.5% highly engaged

Traffic Traffic

Engaged/Aware

CTA Only Highly Engaged (including CTA)

Thank You Learn More:

Folloze + 6sense

mary.gilbert@folloze.com jzakir@cisco.com

linkedin.com/in/maryalicegilbert linkedin.com/in/jzakir

Connect with Us:

mailto:mary.gilbert@folloze.com