You've invested in your own digital marketing automation and capabilities. We provide deeper insight into how Cisco is creating custom journeys using our marketing technology stack. Reach out to your Partner Marketing Manager to maximize your impact and create an effective collaboration campaign strategy that aligns with the joint sales and business planning efforts you may have with Cisco.
The campaign overview section of this playbook will give you more background and a clear view of all of the top, middle and bottom of the funnel (TOFU, MOFU, BOFU) assets available on PMC. You can also build your strategy using search marketing guidance, copy blocks, and email journeys included on PMC.
With the newest Webexceptional campaign we have built on the existing Work. Intuitive. journeys. In this section, we provide guidance for three landing pages you can recreate as part of your marketing and sales strategy.
Use our landing pages as inspiration and bring your visitors down a strategic journey to capture leads. View our list of keywords for better SEO performance or access the Shareable Content in PMC. Or work with your Partner Marketing Manager to create campaign assets.
Audience and objectives: This journey has been designed for new and existing Webex customers. The landing page content showcases Cisco Webex's industry leadership, ability to scale, and the all-new experience.
Tactics used to drive traffic: Paid social, search marketing, and traditional marketing
Landing page anatomy:
High-level Stat around Meetings/Teams
CTA: Watch the All New Webex Meetings Video
<50 seconds // TOFU)
High-level Teamwork and Meeting Messaging with CTA: Download Why Webex? Whitepaper (TOFU)
Understand why Gartner and IDC call Cisco a leader for meeting solutions. (BOFU // both should be gated offers)
CTA (30-Day Free Trial Offer)
Get Started // CTA: Download App Option and download Webex ebook (BOFU / gated offer)
CTA: Watch the Head-to-head video test showcasing the difference in bandwidth and packet loss between Zoom and Webex during a video meeting. (1:15 // TOFU)
Competitive comparison for giving teams the best tools in order to do their best work. Two CTAs: View Team and Meeting)
Highlight Hardware Portfolio // CTA: Product Pages for Webex Share, Webex Board, Room Systems and Phones/Video.
Audience and objectives: Existing Webex Meetings customers - protect your current install base with the new Webex Meetings experience.
Drive to from: Outbound marketing and social promotion
Marquee
High-level Messaging with CTA
Why Webex? Portfolio Overview
15-second top-of-funnel (TOFU) demo videos // CTA: Watch Video
Third-Party Validation from a Trusted Source // Gated Call to Action: Gartner Reports
Introduction to Portfolio Components // CTA: Product Pages
Competitive Comparisons // Two CTAs: Meetings & Teams Comparisons
Case Study // CTA: View Case Study (Optional to Gate Content)
Highlight Hardware Portfolio // CTA: Product Pages
Audience and objectives: New and prospective customers - attract new customers with the future of work and Webex Teams experience.
Drive to from: Organic site traffic and new visitors
Use your marketing automation tool to identify Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) based on their behaviors. Using engagement points and lead scoring will help you pass more qualified digital leads to your sales team, accelerating the sales conversation.
Set expectations on how you pass leads to your sales team and the amount of time it should take to follow up. You can create or include this in your Marketing and Sales Service Level Agreement for better measurement, accountability, and alignment between both teams and the Work. Intuitive. campaign.
Cisco is using a combination of paid social media, search engine marketing, and search engine optimization to generate paid and organic traffic. Find the right mix for your company.
Measure and track your success. Work with your Partner Marketing Manager to identify wins and ways to maximize the campaign impact.
They can also bring insights from what Cisco is learning about the campaign. For example, what content is performing best and where you can make changes to optimize your marketing content to drive more opportunity and greater demand.
Enhance your marketing skills with social media, integrated marketing plans, Cisco architectures, and more in our online courses.
Learn how Cisco is changing the conversation with our customers. In the next section we'll outline how you can help your sales teams successfully continue the customer conversation for better adoption and lifecycle selling.
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