Culture Clash —One Large B2B Company’s Journey To Customer ... · •Change perception of Cisco...

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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Culture Clash Culture Clash—One Large B2B Company’s

Journey To Customer-Centricity

Bob Meindl

Director, Content Marketing

Cisco

@BobMeindl

@BobMeindl

Giuseppe Caltabiano

Newscred - Head of Advisory Services

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@BobMeindl

Michelle Lin

VP of Content

Content Marketing Institute


THE SETUP Practical Strategy

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Our New Customer


Rapidly Changing Dynamics

Cisco’s opportunity

Customers

Cisco

Competitors

Marketing

• New breed of competition • Entering new markets and gaining momentum • Some are stumbling and we are not being

aggressive enough

• Digital and mobile marketing is king • Marketing strategy aligns with new portfolio strategy • Explosion of customer data – we need to capitalize • Our talent will be our competitive differentiator

• Engaging with sales later in the buying cycle • Want a consumer-style digital experience • Line of business buyers demanding IT move faster • Must embrace digital business opportunities,

while managing for today

• Change perception of Cisco beyond a networking giant to a new-world technology leader

• Refresh our loyal installed base • Drive awareness/preference with new buyers

and markets

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Brand

Shift perceptions

beyond being a

Networking Giant to

a New World

Technology Leader

Brand position

in new categories

Marketing and communications chose six imperatives

Customer Experience

Compelling

experiences to

accelerate growth

and drive

advocacy

Content

Engaging, relevant

content that focuses

on “Why Cisco?”

and our unique

value

Operating Model

Organization

operates with one

unified model

Digital Marketing

Transform Digital

Marketing

to be personalized,

engaging

and real time

Talent

Hiring,

developing and

inspiring world-

class talent


And customer experience is at the center

Talent

Brand

Content

Digital Marketing

Operating Model

Customer Experience

Option 1

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Everything is much more tightly coupled than before

Talent

Brand

Content

Digital Marketing

Operating Model

Customer Experience

Option 2


Marketing and communications chose six imperatives

Brand

Shift perceptions

beyond being a

Networking Giant to

a New World

Technology Leader

Brand position

in new categories

Customer Experience

Compelling

experiences to

accelerate growth

and drive

advocacy

Content

Engaging, relevant

content that focuses

on “Why Cisco?”

and our unique

value

Operating Model

Organization

operates with one

unified Model

Digital Marketing

Transform Digital

Marketing

to be personalized,

engaging

and real time

Talent

Hiring,

developing and

inspiring world-

class talent

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Back to the Future What did we define at the working level

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Country centric

New Roles

• Clearly defined roles

• Ramp up time

• Small teams that meet often

What worked well…

New Processes

• Interface between big and small

• Moving from “push” to “pull”

What we’re still working on….

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From product to customer

• Persona research and development • Mapping messages and channels • Creating content to match both

Customer first

With brand and message consistency

• Brand evolution • Consistent messaging hierarchy • Integration between Comms (AR/PR/IM), Brand, and Marketing

To make things real

• Budget by persona, plan by persona, buy media by persona, run programs by persona, etc, etc


Digital everywhere

Digital body language

Mobile

A|B testing

Measurement and optimization

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Moving from product to audience centric requires integrating planning across all roles

Storytellers lead the architecture-led content for customer journey

CME leads the content strategy plan

Digital Team leads the omni-channel journey

CXM leads the audience, prioritization and localization of

personas and buyer’s journey events

CMM leads the asset creation/adaptation/ localization with agencies

SME Storyteller

Digital Team

CMM Content Marcom Manager

CXM Customer

Experience Manager

CME Content

Managing Editor

@BobMeindl

The Model in Action

CONTENT

STRATEGY

AUDIENCE

STRATEGY DIGITAL

EXPERIENCE

IN-PERSON

EXPERIENCE

REFRESH

OPPORTUNITY

SALES

ACTIVATION

Optimization

Customer

Insights

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New Approach. New Insights. New Storylines.

66 Interviews

US, UK, GER HC, Mfg, Retail,

FSI

5 Storylines 41 Buyer Insights Wolverine Launch

Marketing & Sales

Enablement

Federal, SLG

2 Messaging

Workshops

PSM, Sales, Cloud,

Competitive, Svcs


Our Publishing Model Centralized or Distributed – that is the question

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Customer experience framework

Strategize and Plan

Create Publish Test, Measure And Optimize


Based on Business

• Market, Customer and Competitive Data

• Corporate Strategy

• Product Direction (SMEs)

• Sales alignment

Digital Plan

Content Plan

Media Plan

Event Plan

Program Plan

Comms Plan

The “Plan for planning” key responsibilities

Customer Experience Definition

Partner Experience Definition

US Strategy

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What the Content Production Team does…..

…to meet strategy

…by persona

…per OC plan

Content Needs

Cadence, Message,

Channels

Ideal Plan

by Persona

Apply Priorities

Determine what can

really be done

Apply Resources

Actively manage

production

Produce content


Stories

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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

NYC Penn Station Issue: Amtrak Derailments &Track Closures Impact: NJ/NY/CT represents $226M+ in Collaboration Gain Share across Commercial/ Enterprise/ PS

The Opportunity

Headline: “New York’s infrastructure is

crumbling, and its politicians are blaming

each other”

“New York Gov. Andrew Cuomo declared

a state of emergency for the Metropolitan

Transportation Authority Thursday

Morning”

http://www.salon.com/2017/06/29/new-yorks-infrastructure-

is-crumbling-and-its-politicians-are-blaming-each-other/


The Plan

Metrics

Reach 411,743

Likes 145

URL Clicks 236

Engagements 203

Shares 57

Timeline: May 1 – Aug 31

CTA: WebEx Demo/Trials,

Collaboration Wednesdays,

Amtrak Trial Offer - TBD

Email Social

Digital Signage

Blogs

Partner Signage on Subway - TBD

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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

It was just another Friday afternoon.


The assets

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Expanding the scope: US WannaCry response Content Name Total page

views

CIO article (Americas Network) 4,468

Healthcare blog* 3,506

Manufacturing blog* 739

Retail blog* 341

Financial Services blog 337

Government blog #1 316

Education blog 124

Government blog #2 85

Total page views 9,916

Search optimized: 50% of visitors came from

organic search

Persona driven: Written specifically for non-

technical personas

Full funnel strategy: Most pieces drive people to

high-value gated security assets

This is about 20X higher than the typical

Healthcare blog.

This article also has an average time on page

of around 6 minutes.

Additional Takeaways

*These blogs were also published on The Americas Network.


Insights How’d we do? What did we learn? Are we making changes?

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https://americas.thecisconetwork.com/site/content/id/7540



https://blogs.cisco.com/healthcare/healthcare-organizations-what-you-need-to-know-about-the-nhs-cyberattack

https://blogs.cisco.com/manufacturing/wannacry-and-ransomware-how-manufacturers-can-reduce-risk



https://blogs.cisco.com/retail/wannacry-securing-your-retail-network

https://blogs.cisco.com/financialservices/ransomware-lessons-for-the-financial-services-industry



https://blogs.cisco.com/government/wannacry-type-ransomware-a-growing-threat-5-easy-steps-to-protect-your-agency



https://blogs.cisco.com/education/held-for-ransomware-protecting-your-school-and-data-from-current-cyber-threats

https://blogs.cisco.com/government/agencies-not-safe-from-ransomware



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FY17 US Results

88% 87% 105%

Digital

Engagement

Points

Marketing

Led

Bookings

Sales

Qualified

Leads


Content team focus/effort over time

30

Q1 Q2 Q3 Q4

Culture of Test

Creativity and Innovative Content

Constant Feedback and Adjustment

Process

and Operations

Full understanding of Budget, Roles and Teams

Content

Effectiveness

Content

Efficiency

Establish Measured

Workflows

Running Like a Pit Crew

100%

50%

10%

Country Alignment

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Customer engagement


Lessons and Adjustments

Moving the “flip” upstream

Tuning our Marketing Stack

Balancing resources and shiny objects

Matching people to roles

Central-Local Relationships

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Ask me anything at the Post-Presentation Huddle!

Bob Meindl

[email protected]

@BobMeindl

mailto:[email protected]

Culture Clash —One Large B2B Company’s Journey To Customer ... · •Change perception of Cisco...

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