Connect with new collaboration buyers and drive demand with existing customers using inbound and outbound marketing tactics. Reach out to your Partner Marketing Manager to maximize your impact. Use our full-funnel campaign assets and Cisco Partner Marketing Central automation tools and services, in combination with your own marketing tools and preferred vendors.
Start by learning more about the Webexceptional and Work. Intuitive. campaigns in our Campaign Overview section of the playbook.
It is important that your goals align with your sales and practice leads goals. Start by setting SMART goals (Specific, Measurable, Achievable, Relevant, Time limited) based on your company's objectives.
Work with your Partner Marketing Manager/VPMM/Distributor PMM to create goals and be sure to keep them informed of your progress and success so they can help you continue to refine and enhance your approach.
Partner Marketing Central has data analytics to measure your digital marketing success. These insights help you track what is working and where there is room for improvement to achieve your goals. We’ll show you how in Step 6.
Launch Partner Marketing Central to access the new Work. Intuitive. campaign.
For the Work. Intuitive. campaign, we suggest creating inbound and outbound marketing tactics.
(Cisco employees must first be logged into the Americas Partner Experience in PMC before viewing this Cisco Employee Only Link)
New campaign short video
Set up your free campaign microsite with syndicated content, hosted on the Cisco Partner Marketing Central platform. Customize the site with your company’s contact information and logo, and start driving traffic to it from social media, email, and other digital tactics to attract more leads
We did something new, and awesome! Give your customers the experience of Webex as part of your lead generation. Now they can choose to be contacted using Webex Teams. Find out how in the Resources section of the playbook!
Create awareness and generate new leads Use inbound digital web tactics like the campaign shareable content and social syndication to drive traffic to the microsite web plug-in. Use Search Engine Optimization (SEO) and display ads to drive traffic to your pre-built microsite.
Need help? We’ve recommended FSA vendors for partners to use in Step 5 or you can consult with your Partner Marketing Manager.
Engagement and research shows buyers prefer to watch videos. Use video in your social amplification/re-targeting efforts or on your website to create awareness for your campaign and around the products.
Recommended Cisco collaboration and Webex videos: New - Cisco Webex for Huddles New - The All-New Webex Meetings Cisco One Button to Click Webex New Way to Whiteboard Webex Take Your Meeting Anywhere Webex Meeting Assistant
The Work. Intuitive. campaign short videos ranked 2-5th most engaged content on Cisco.com.
Inbound leads (new and existing contacts) may reveal themselves by providing their email address to access gated offers on your website or microsite web plug-in. Align with your sales team to make sure qualified leads are contacted in a timely manner, leveraging the campaign sales enablement and collateral found in 'Background and Enablement' section on PMC.
This campaign should also be used to target known customers and contacts to re-engage and drive conversations around the new intuitive features of Cisco Webex Meetings and Webex Teams. Start a conversation with your existing customers and to identify opportunities within your install base.
Use your current install base to call and email customers who are not on the latest version of Webex to ensure they are aware of the new features in Webex Meetings and Webex Teams. Currently @ WBS33.9 as of January 2019.
We have created a free five-touch email journey for you to nurture new leads and send to existing contacts. Learn how to start customizing your email workflow with our Partner Marketing Central Email Workflows Infographic.
New - We added a second email journey. Download the 6-Touch Email Copy for Webex (Project Lightspeed Compete) email journey to use in your own marketing automation tools. This can be found in the Marketing Planning section of PMC.
You can also use case study videos to demonstrate how other customers are using Webex Teams. See all Collaboration case studies.
Offer a webinar (or a series of webinars) and events (breakfast briefings, happy hours, on-site demos, lunch 'n’ learns, customer dinner series) to showcase and demonstrate the Cisco Webex Collaboration solutions. Quick tip: You can use the Event DG FSA
Use the Project Lightspeed Portal for Partners as a resource to proactively identify targets and defend your existing Webex customer base from our competition.
Encourage your sales teams to use Proposal generators for their high touch customer engagements. These are highly valuable co-brandable leave-behind documents that include value props statements, business outcomes and more. There is no cost to leverage; plus they're easy to customize and brand with your logo.
We've created two suggested Full-service Activities (FSAs) combinations based on the two campaign objectives.
Discuss these FSAs with your Partner Marketing Manager to maximize your impact and drive even more demand using these suggested activities, building a custom FSA approach, or combining these with your own marketing vendor relationships.
See our suggested options for the following goals:
Reach New Customers
Market and Sell to Your Existing Customers
You can find these within 'Other Activities' on the Work. Intuitive. campaign page.
TIP: Check out our new Partner Plus Spend Guide - it’s a quick and easy to use guide to help partners navigate the best way to allocate their unused funds before the Jan. 26 deadline.
Drive traffic to your customized microsite (using the PMC web plug-in) to attract leads. These suggested Full Service Activities are intended to help you reach new customers.
Grow Accounts: Generate new leads with digital marketing
These suggested Full Service Activities are intended to identify opportunity within your install base and with known contacts.
Protect & Expand Accounts: A mix of digital and traditional marketing to identify opportunity within existing install base.
In addition to information provided by our marketing vendors, you can utilize the Analysis section of Cisco PMC to track and manage your leads and view your overall campaign performance.
Having quality marketing data allows you to better target customers and prospects, significantly improving your marketing performance. This data can also help you better align with your sales teams.
Check out our Partner Marketing Central Track, Score, and Analyze training modules, plus much more.
Start enabling your Sales Teams in the next section of this Playbook.
Go to the next section.
Monitor your analytics weekly to identify trends
Digital marketing is flexible and lets you reach buyers through a range of channels. Cisco provides our partners with free training resources to support building a digital marketing practice.
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