Jessica Lorenz

B2B Marketing: How Cisco transformed its marketing strategy to better serve customers [Video]

August 13th, 2013

“You’re not the people we want to sit down with,” Karyn Scott, Director of Enterprise Marketing, Cisco Systems, Inc., said during her B2B Summit 2012 presentation, echoing the voice of her target customers.



Years prior, Cisco’s reputation had perpetuated sales, but it was now losing sales on the margin.

According to the MarketingSherpa 2013 Marketing Analytics Benchmark Report, 42% of software companies relied on gut instinct for its non-analytical decision making, which is exactly what the team at Cisco was doing. When Karyn and her team began to investigate, they discovered the company’s target customers found only 3% of what the sales team had to say was useful to them.

The marketing strategy had to change.

The above video excerpt from B2B Summit 2012 underscores the importance of identifying customers and Karyn’s team’s goals to strategize marketing around customer motivations.

Once Karyn’s team identified their audience, they had to completely rebuild their strategy to create a relevant sale.

In the above video excerpt, you’ll see how the marketing team equipped the sales department and gave them the supplies they needed to make convincing sales, help the customer and incorporate a two-way conversation into the overall strategy.

To see the rest of Karyn’s presentation and see how she integrated role targeting into marketing strategy, watch the entire free presentation. See her metrics, what her sales team had to say and the new ways Sales appealed to diverse customer segments.


Related Resources:

Lead Gen Summit 2013: September 30 – October 3, 2012 in San Francisco

Event Recap: MarketingSherpa B2B Summit 2012

Customer-Centric Marketing: 7 triggers to engage customers and build loyalty

Customer-centric Marketing: Learning from customers helps increase lead quality 130%, Sales-accepted leads 40%

Categories: B2B Marketing Tags: , , , ,

  1. August 13th, 2013 at 05:34 | #1

    This kind of marketing strategy would work better for almost every businesses. Thanks for sharing!

  2. August 16th, 2013 at 05:57 | #2

    There re many types of marketing strategy,and this is one of the most effective of them.Hope you post more marketing strategy tips.

  3. May 6th, 2016 at 10:25 | #3

    Great video! Thanks for sharing. Sales seems more challenging in today’s market. I do like that Cisco made a change to their strategy and was able to refocus on the correct customer.

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