2. ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties Marketing Summit 2010 Windsor Belinda Sproston Marketing Director

3. 2 2©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Agenda What’s Worked Product Launches Global Campaigns UK Marketing Initiatives Field Readiness H2 Planning Process

4. 3 3©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | What’s Worked Result Metrics Lead to Opportunity conversion20% Opportunity to Won conversion33% Average Cost per Lead$314 Average Cost per Opportunity$1634 Activity Types TelemarketingMost successful activity WebinarsGenerates lead quantity, lower quality EU SeminarsLow attendance levels – high quality fatigue/economic impact

5. 4 4©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Global Campaigns Endpoint Security Data Loss Prevention Security Management London/Appliances Q1 Q2 Q3 Q4 User/Application Control Appliances Refresh Migration to Software Blades / R70

6. 5 5©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Global Campaign Components Marketing Toolkit - Email template, banner ad, direct mail, print ad Seminar in a Box  Presentation, invite template, planning doc. Webinar in a Box  Presentation, invite template, planning doc. Assets/Collaterals

7. 6 6©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | 2010 UK Marketing Plan Key aspects 2010 UK plan: Propositions not technology Quarterly activity template Data - Current / relevant / accurate Target key job functions monthly / quarterly ► Monthly - Budget Holder / Technical Influencer ► Quarterly – CXO

8. 7 7©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Gartner Top Ten Strategic Topics 2010 Cloud computing Advanced analytics Client computing IT for green Reshaping the datacentre Social computing Security – activity monitoring Flash memory Virtualisation Mobile applications

9. 8 8©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Quarterly Themes QuarterTheme Area Quarter 1 Refresh Quarter 2 TCO Quarter 3 Consolidation / Green / Virtualisation Quarter 4 DLP

10. 9 9©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Activity Template PhaseDescriptionDate Phase 1 Detailed Plan AgreedPrevious Quarter Phase 2 Email surveyPrevious Quarter Phase 3 White Paper / GuidePrevious Quarter Phase 4 Sales ToolsPrevious Quarter Phase 5 Public RelationsMonths 1 & 2 Phase 6 NewsletterMonth 1 Phase 7 Events – north / south / city?Month 2 Phase 8 WebinarMonth 2 Phase 9 Appointment SettingMonth 3 Phase 10 C level - Round Table Event Month 2 Phase 11 C Level 3 rd party conferenceAs identified

11. 10 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Quarterly Deliverables x2 - CPTM & Endpoint DeliverablesDescription Email survey Conduct quick survey on theme to assess needs/issues of target market Press Release We have data so we’ll use it to create release & drive news White Paper / Guide Focus on pain points – 3 rd party input preferable Thought Leadership Article Drive awareness & debate, position CP as experts and thought leaders on topic Newsletter Mechanism to deliver survey data, thought leadership article, white paper, externally input content Event Topic themed; main agenda + 2 breakouts – technical & commercial message. External speaker(s); success story; Consider north / south city events as required? Webinar Topic themed, use moderator, CP and guest speaker, create presentation Appointment Setting Arrange meetings from opportunities arising from activities, also top up with “T250/Simpkin type” new biz meetings Sales Tools Identify what’s required – Sales guides/TM scripts/Message training Round Table 15-20 End Users; 2hr discussion & possible activity afterwards External speaker(s); success story; Consider north / south city events 3 rd Party C Level & PS Conferences Identify relevant conferences. It’s an alternative to target/access CXOs we can’t access any other way.

12. 11 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Initiatives ► Influence industry analysts and specifically Gartner ► Partner content syndication ► Click to Chat ► Influence industry analysts and specifically Gartner ► Partner content syndication ► Click to Chat

13. 12 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Industry Analysts ► Positioned in 8 MQs ► Increase face to face  Strategy days  Analyst day (3/18) ► Develop 3 rd party validation  Certification  Customer success stories ► Positioned in 8 MQs ► Increase face to face  Strategy days  Analyst day (3/18) ► Develop 3 rd party validation  Certification  Customer success stories Network Firewall Endpoint Protection

14. 13 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Partner Content Syndication

15. 14 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Project Roadmap Pilot 20 live partners Q1 2010 100 partners live Q2 2010 Localisation Next 100 partners H2 2010 Remaining Platinum and Gold partners Platinum and Gold partners

16. 15 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Click to Chat Chat feature as it appears on the page when it is on 9-5 GMT M-F Chat feature as it appears on the page when it is not on Clicking icon opens chat window when in service Or - Opens window to leave a message

17. 16 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Field Readiness ► At-a-glance partner guides ► Competitive factsheets ► Customer success stories ► At-a-glance partner guides ► Competitive factsheets ► Customer success stories Sales Tools

18. 17 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | New Improved Tools ► Better format and content  All new sales tools are 1-pager ► Delivered at time of product launch ► Better format and content  All new sales tools are 1-pager ► Delivered at time of product launch

19. 18 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Customer Success Stories ► Improve Success Story leads  Looking at orders  Focus on new products ► Improve content  PM and PMM involvement in interviews  Strong reviews ► Improve Success Story leads  Looking at orders  Focus on new products ► Improve content  PM and PMM involvement in interviews  Strong reviews

20. 19 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Customer References Today TOTALAmericasEMEALATAMAPAC All PrivatePublicPrivatePublicPrivatePublicPrivatePublicPrivatePublic Appliances675017419950102 Gateways4628182264101012 Endpoint412813215580020 Management127531340010 Total166113538721 271144 Too few References 80% of old products

21. 20 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | H2 2010 Co-op Planning Process Partner meetings in May already in place

22. 21 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | Summary Improve measuring campaign / activity ROI Innovations that better support field Partner content syndication More and better customer success stories Click to Chat Improved Sales tools H2 10 Co-op planning process

23. 22 ©2010 Check Point Software Technologies Ltd. | [Confidential] For Check Point users and approved third parties | BIG THANK YOU For all your support and voting for us as your … BIG THANK YOU For all your support and voting for us as your …