Strategic Marketing Plan for VCC

1. Strategic Marketing Plan for VCC Steve Levine

2. Agenda • WebEx.com • What we learned • Results • WebEx Leads • Leads Funnel • Lead Conversion Trend • WebEx User Profiles • Definitions • Highlights • Data • Barriers • VCC Messaging • Reaching the Target • Landing Page Mockup

3. WebEx.com Changes & Results

4. WebEx MarketingWhat we learned

5. WebEx MarketingResults • The “right” clicks on the right pages • Good content, the right content had a BIG impact on SEO • 2x number of online (self-service) orders • New souces of Leads • Higher quality Leads

6. WebEx Lead Funnel

7. WebEx Leads FunnelQ309 Print, Radio, Online, Direct, SEM, Cultivation $5.3M Web Visits 2.7M 2.8% ABC Leads 78K 48% A Leads 37K 38% Opps Created* 14K 41% Deals 5,855 Notes: Data source: SMB marketing dash by submission. Opportunities created and deals defined by leads generated in the quarter and deduped. *94% of opportunities from A leads

8. WebEx.com Lead Conversion TrendQ309

9. WebEx User Profiles

10. WebEx Industry Roll UpDefinitions • High-Tech • High tech - Hardware and Equipment • High tech - Software & Services • High tech - Internet (ASP, ISP, Web design/development, etc.) • High tech – Other • Consulting • Consulting • Professional Services • Accounting • Engineering/Architecture • Legal • Marketing/market research/media/advertising/PR • Real Estate • Financial • Financial services – Banking • Financial services - Credit, collections • Financial services – Other • Insurance

11. WebEx Use by IndustryHighlights PRIMARY USE BY SEGMENT & INDUSTRY • Customers High-Tech: Sales, support Consulting: Sales, support Professional Services: Training, general collaboration, sales Financial: Training, support, sales • Prospects: High-Tech: support main use, training, sales Consulting: Project management and general collaboration Professional Services: Project management PRIMARY USE BY SERVICE • Meeting Center • Sales: 35% • Training: 20% • General Collaboration: 20% • Support: 16% • Events: 8%

12. WebEx Messages by IndustryHighlights MESSAGES THAT RESONATE BY SEGMENT & INDUSTRY • Customers All like: serve customers, demos, convenience High-Tech: minimize travel, faster response time Consulting: minimize travel, communication/collaboration Professional services: communication/collaboration, minimize travel, easier to work with colleagues on projects Financial: training, communication/collaboration • Prospects All like: serve customers, convenience High-Tech: increases revenue Consulting: communication/collaboration Professional services: reduce costs, work/life balance • MESSAGES THAT RESONATE BY PRIMARY USE • Sales users • Demos, serve customers, convenience, expand base, minimize travel • Marketing/Event users • Demos, serve customers, convenience • Training users • Train, serve customers, convenience, demos, communicate/collaborate w/ remote colleagues, minimize travel • Support/Service users • Serve customers, faster response time, convenience • General Collaboration users • Communicate/collaborate w/ remote colleagues, work with colleagues on projects, convenience, minimize travel

13. WebEx Use by IndustryCustomer Data

14. WebEx Use by IndustryProspects Data

15. WebEx Messages by Industry Customers Data

16. WebEx Messages by IndustryProspects Data

17. WebEx Purchase BehaviorBarriers to Usage & Adoption • When it comes to the Purchase Decision for Web Meetings, the most important criterion seems to be convenience/ease of use – cost tends to be of secondary importance. • Important barriers to adoption among prospects include: • Ease of use • Lack of understanding of features • Technical concerns • Low interest/lack of a need • Security concerns • Fear that a negative result will affect their career • Customer service/tech support concerns • Cost • Inertia

18. VCC Messaging Suggestions

19. VCC MessagingFeedback on Existing Messaging • When positioning VCC – always include Web Meeting capabilities • When discussing Web Meetings in relation to VCC – use the term “enable” rather than “add-on”. i.e. “Enable Web Meetings” • Use bulleted list of benefits that are clear and direct • Benefits should offer some form of personal advantage rather than strictly business-oriented

20. VCC MessagingMessaging Approach • For SMB, telephone conferencing is still the dominant method for bringing colleagues and associates in remote locations together for meetings. • It is used mostly for project updates/progress reports – a way to bring parties together from both inside the company as well as external support. – web collaboration and web meetings can be seen as difficult to use. • Teleconferencing already delivers the generic benefits of remote conferencing – e.g., saving time and money, convenience, environmental savings, etc. • Tell the story from this perspective – start where they’re comfortable: Telephony and DSL – and hand hold them to take the leap to “collaboration”. • Establish the benefits of web collaboration relative to teleconferencing among remote conferencing end users – especially those who are new to web conferencing.

21. VCC MessagingHeadlines - All Segments • Collaborate with clients in 3 time zones — and still be home for dinner • Share, demonstrate, and discuss over the web • Skip the trip. Work online. • Try easy, affordable web collaboration — free! • Turn ordinary conference calls into SHOW and tell • Meet, sell, communicate and collaborate over the web

22. VCC MessagingSub-Headlines - All Segments • Work with customers and colleagues on the web just like you do in person • Effortlessly capture project status, updates etc. • Consult, collaborate, support and more with VCC and web meetings • Great for sales, training, team projects and more • Share documents, presentations, anything on your desktop, just like you do in person

23. Tailoring the VCC MessageProspects • Goal: To introduce prospects to the concept of collaboration i.e., explain the benefits to them. • “Turn ordinary conference calls into show and tell” • This allows us to begin with something that we know the audience is familiar with – conference calls – and lead them from there.

24. Tailoring the VCC Message Competitive Users • Goal: To persuade non-Verizon users to try VCC and switch from a competitive solution. • “Try easy, affordable web collaboration – free!” • This would allow us to lead them directly to the free trial and use that as a device to get them to switch.

25. Tailoring the VCC Message Verizon Users • Goal: To increase usage among current users. • “Move business ahead faster” • Allows us to introduce the benefits of Web Meetings to those that have VCC but have not enabled Web Meetings. • Need to show them how VCC along with Web Meetings can improve their company’s bottom line. • This message may have to be combined with promotional programs designed to increase loyalty and frequency of usage.

26. Tailoring the VCC Message CRM • “Stay close to customers” • Stay connected between meetings and put your customers in touch with the right resource, the first time. • Enable sales people to increase face time with customers via virtual meetings. • Heighten service levels by meeting online with customers, prospects, and colleagues. • “Reach more prospects, close more deals” • Bring decision makers and subject matter experts together so questions get answered quickly and your sales cycle gets shorter. • “Create your own sales portal.” • Share reports and pipeline forecasts to maximize the efforts of • your sales force and meet your quotas. • Organize sales and marketing presentations, host product demos, and • conduct online training for your customers.

27. Reaching the Target

28. Contacting the TargetAnalysis of Methods • Direct communication with the target is possible through emails, direct mail or telephone calls, although clearly none of these individually is ideal. • Of the three, telephone calls still may offer the biggest opportunity – if it is possible to reach the right person, and if the timing is right. • Otherwise, direct mail could be an effective way to reach prospects – but only if it is packaged in a compelling way (preferably with some kind of free offer, premium, etc.) • Emails seem to be least effective, at least for an initial contact, although there may be ways to increase effectiveness somewhat. • Tone and conciseness is important – people are tired of spam and are unlikely to look at something that does not come across as professional and informative. • Effectively positioning Verizon as a potential business partner, rather than coming across as a purely sales-oriented. • “Free” is a powerful word that can attract attention – the downside is that it is a common spam word that might cause emails to get caught in spam filters. • Google and CNet seem to be widely used as websites that could represent effective advertising media

29. Reaching the TargetWebsite visited by WebEx Users & Prospects

30. Reaching the TargetWebsite visited by WebEx Users & Prospects

31. Landing Page Mockup

32. Landing Page Redesign • Provide compelling user experience with video • Enable easy choice of call to action • Try, buy or get a demo • Prominent, front and center buttons • Easy access to secondary educational materials page • PDFs • PPTs • More videos from a training library • Invitation to ‘Join the conversation’ on multiple social media channels – Blog, FaceBook and Twitter • Contact panel – invite prospects to get in touch with Ambassadors

33. Buy VCC Online Projects, Files, Calendar & Contacts Try VCC for Free VCC with Web Meetings Enabled Use it for 30 Days! Get a Demo Live, online demos so you can see what we mean Learn More about Collaboration Center Join the Conversation Contact Us Specialists are standing by to help you navigate to the best solution for your team Monitor our Blog Check out our FaceBook Page Follow us on Twitter Watch tutorial videos & tours Pick up the latest info & documents Experience ‘A Day In The Life’ of VCC users Learn More Join Our Conversation

34. Order Verizon Collaboration Center Follow three simple steps And start using it! Online Projects, Files, Calendar & Contacts 1 Enter Account Details 2 Enable Web Meetings Confirm & Purchase Order Summary 3 Collaboration Center Web Meetings enabled VCC with Web Meetings Enabled Use it for 30 Days! Enter your contact info Billing Information Name Billing Address Monthly Plan $49.00/month Email Address Phone # Number of members 5 Live, online demos so you can see what we mean User Name Alternate Phone # Meeting Hosts/Attendees 1/5 Continue Learn More about Collaboration Center Join the Conversation Contact Us Specialists are standing by to help you navigate to the best solution for your team Monitor our Blog Check out our FaceBook Page Follow us on Twitter Watch tutorial videos & tours Pick up the latest info & documents Experience ‘A Day In The Life’ of VCC users Learn More Join Our Conversation