By following this playbook and our digital marketing guidance, you will be able to begin connecting 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 with the full-funnel campaign assets we've created 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 Work. Intuitive. campaign 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 APJ 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.
Follow the guided steps to 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 generate more leads. Learn more about PMC Microsites.
We did something new! Now your customers can choose to be contacted using Webex Teams. Look for this option while setting up your microsite.
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? Consult with your local Partner Marketing Manager for more help.
Use the new Webex short videos (shareable assets section) in your social amplification/re-targeting efforts or on your website to create awareness for the campaign and around the products.
Videos: Cisco One Button to Click Webex New Way to Whiteboard Webex Take Your Meeting Anywhere Webex Meeting Assistant
These new campaign short videos are currently ranked 2-5th most engaged pieces of 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 (currently @ v33 as of May 2018) to ensure they are aware of the new features in Webex Meetings and Webex Teams.
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.
You can also use case study videos to demonstrate how other customers are using Webex Teams to transform the way they work. 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
Leverage and share Project Workplace as a resource to explore and build ideal collaboration rooms, browse Cisco's collaboration products for customer's who may not know all that Cisco has to offer.
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.
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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