1. 1 1©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Welcome & what’s in store VERY WARM WELCOME Check Point marketing update Social Media – are you using it? 4pm Coffee Break Sales Wins – we need to tell the story Driving this year’s Check Point message Round Table discussion Close 5.45pm: Drinks/Champagne Reception - Harte & Garter bar 6.30pm for 7pm:Restaurant: Mango Lounge Windsor - Datchet Road, Windsor

2. 2 2©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Agenda 1 2010 In Review 2 2011 Calendar and Initiatives 3 Summary

3. 3 3©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 2010 Awareness -- PR Strong PR coverage 953 clippings 9 Contributed articles and 20 incidents of publishing 5 Surveys 3 Awards 38 Press briefings

4. 4 4©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 2010 Awareness – Analyst Relations Improved AR coverage Leader in 3 Gartner Magic Quadrant Presence in a futher 6 Gartner Magic Quadrants Enterprise Firewall UTM Mobile Data Protection

5. 5 5©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 2010 Customer References Customer Success Stories - global Software Blades IPS DLP Appliances 2011 – need to drive UK specific success stories – more discussion later Fitchburg University -- DLP Bentley Systems -- IPS Blog Quala – Software Blades

6. 6 6©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 2010 UK CP own Demand Generation - Anticipated ROI MeasureAnticipatedAchieved 2010 Target 2011 Leads to Win conversion 5% - 1:200.67%2% Leads to Opportunity conversion 20% - 1:53.7%6% Opportunity to Win conversion 33% - 1:318%20% ROI – investment / $Value 150%

7. 7 7©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Anticipated ROI MeasureAnticipatedAchieved 2010 Target 2011 Leads to Win conversion 5%0.67%2% Leads to Opportunity conversion 20%3.7%6% Opportunity to Win conversion 30%18%20% Average Pipeline deal $15K$20k$22k Average Win deal size $20k$58k$60k ROI Investment –v- $return 150%285%300%

8. 8 8©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Anticipated ROI MeasureAnticipatedAchieved 2010 Target 2011 Leads to Win conversion 5%0.67%2% Leads to Opportunity conversion 20%3.7%6% Opportunity to Win conversion 30%18%20% Average Pipeline deal $15K$20k$22k Average Win deal size $20k$58k$60k ROI Investment –v- $return 150%285%300%

9. 9 9©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Agenda 1 2010 In Review 2 2011 Objectives and Initiatives 3 Summary

10. 10 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 2011 Overall Objectives High impact awareness Feature/cover stories in top tier media (3 in 2011 for UK – CBR – Infosecurity Mag - tbc) Develop news that validate our leadership (certifications, benchmark and testimonials) Sponsored Activities Working with partners High impact demand generation Activities that bring leads with opp. conversion rate of 6% Target C-level (at least 10% of audience) Target endpoint security titles (at least 20% of audience) Target net new prospects (at least 20% of audience)

11. 11 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Initiative - NSS Tests and Certifications NSS IPS test Group Check Point blows away the IPS test with 97.3% block rate NGFW certification Check Point to be the first certified by NSS as Next Gen Firewall Report due Jan/Feb 2011

12. 12 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Initiatives – Working with partners Sponsored Events Conduct jointly sponsored events with partners ► Small (circa 20-30 people) ► CP Direct Marketing / Partner Co-op funded (50/50)  Total Cost circa $5k  Check Point does logistics  Check Point creates materials  Partner delivers delegates  Check Point follows up on leads via EST or Partner conducts War Room with CP Account Manager  All invoicing done via CP Agency - Bull Creative ► Technology Focus – DLP / IPS / Application Control  Target 4 per quarter C-Level Round Tables  Circa 10-15 organisations per event  Target 1 per quarter

13. 13 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 2011 Global Campaigns Proposal Q4 Q2 Q3 Q1 3D security: Release R75 Data Security Cloud Security Endpoint Security Appliances (London, Grizzly) Data center Security (Armageddon) Leads 6,000 3,000 5,000 2,500 1,500

14. 14 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 3D Launch Activities – 12 UK Interviews DatePublicationJournalistTypeSpokespersonStatus Week of 1/31SC Magazine - UKDan RaywoodPhoneNick LoweConfirmed Week of 1/31Infosecurity Magazine- UKSteve GoldPhoneNick LoweConfirmed Week of 1/31Techworld.com / IDG - UKJohn DunnPhoneNick LoweConfirmed Week of 1/31Channel Pro - UKWill GarsidePhoneNick LoweConfirmed Week of 1/31Computer Reseller News - UKDoug WoodburnPhoneNick LoweConfirmed Week of 1/31Computing / V3 - UKPhil MuncasterPhoneNick LoweConfirmed Week of 1/31Computer Business Review - UK Steve EvansPhoneNick LoweConfirmed Week of 1/31Microscope - UKSimon QuickPhoneNick LoweConfirmed Week of 1/31ZDNet - UKTom EspinerPhoneNick LoweConfirmed Week of 1/31Computer Weekly - UKWarwick AshfordPhoneNick LoweConfirmed Week of 1/31Computerworld UK – UKAnh NguyenPhoneNick LoweConfirmed Week of 1/31Heise Security - UKChris von EitzenPhoneNick LoweConfirmed

15. 15 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Campaign Goals Build strong awareness around 3D Security CXO level decision makers IT Security Technical Audiences General Business and Investment audiences Bring Proof points with R75 and individual blades IT Security Technical Audiences Educate customers and partners on what 3D Security is and how Check Point products fit into it.

16. 16 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 3D security Awareness Activities May March April Feb June Feb 15-June 30 Online ads in Eweek, SCMagazine, NetworkWorld IT Security Audience Online ads: NYT, WSJ, Business Week Feb 15-March 15 CXO Audience May 23-25 CPX Chicago: Airport Advertising May 3-6 CPX Barcelona: Airport Advertising General Business Audience Feb 14-18 RSA: theater preso 3D Security Party Customers & Partners Employees Advertising Conference Web marketing Email marketing Feb 8 Banner and Microsite, PartnerMap, Syndication, cpi news Feb 8 Email Blasts Customers and Partners March 15-May 15 Potential add’l advertising Feb 14 Internal Marketing Email signature and screensaver for employees, office posters available Apr 12 Viral email customers and partners with 3D game Apr 17-22 Infosec London: Airport Advertising

17. 17 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 3D Security & R75 Global Webinar Series May March April Feb June 3D Security Webinar Feb. 23  Analyst Speaker? R75 Overview Webinar Mar. 16 IPS w/NSS Webinar Apr 6 AppControl Webinar April 27  Includes customer testimonials ID Awareness Webinar May 18 DLP Webinar June 8 th Includes customer testimonials

18. 18 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties 3D security Partner and Customer Marketing May March April Feb June Feb. 8  Customer eblast  Website Banner and Landing pages  Partner Eblast  Partner Syndication  PartnerMap Feb. 21  Partner Campaign in a Box  Partner webinar in a box Mar. 8  3D security White paper  Customer eblast w/WP US Mar. 22  Localized White paper  Customer eblast Int’l Apr. 12  3D Security game  Viral Customer and Partner Eblasts with 3D game May 3-5 CPX Barcelona

19. 19 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Targeted Marketing Activities For CEO, Endpoint decision makers, new customers Better list segmentation List enrichment, Competitive list Targeted messaging Full C-Level program C-Level campaign in the box 2011: focus on small events and build credibility with that audience 2012: C-level summit at CPX

20. 20 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Agenda 1 2010 In Review 2 2011 Objectives and Initiatives 3 Summary

21. 21 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Summary 2011 will be the year of 3 rd party validation of our solutions Focus on high impact marketing activities generating coverage and pipeline Improve our ROI dashboard metrics with ourselves and with partners for better analysis of ROI Jointly funded end users events, leveraging CP Direct marketing funds & Partner co-op ………..Oh and I forgot one more thing…

22. 22 ©2011 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Oh – and there’s one more… H1 2012 Co-op Planning Schedule DatePlanning Process 3-21 OctPartner Meetings 31-OctPlans submitted to DAM/CAM & Marketing for BS review 1-4 NovBS to review all plans befoe submitting to DM w/c 7 NovCP Team Disti Review Meeting w/c 7 NovCP Team Plat/Gold Review Meeting w/c 21 NovPartners resubmit amended plans before this date w/c 28 NovAmendments/Final plan sign-offs 09-DecAlls Partners should be notified of Plan sign offs H2 2011 Co-op Planning Schedule DatePlanning Process 21 Mar-8 AprPartner Meetings 18-AprPlans submitted to DAM/CAM & Marketing for BS review 28-AprBS to review all plans befoe submitting to DM w/c 9 MayCP Team Disti Review Meeting w/c 9 MayCP Team Plat/Gold Review Meeting 23-MayPartners resubmit amended plans before this date w/c 30 MayAmendments/Final plan sign-offs 10-JunAlls Partners should be notified of Plan sign offs