Marta Kobosko | Commercial Marketing Manager Kay Armstrong | EMEAR SMB Campaign Manager Shraddha Ramamurthy | EMEAR Omnichannel Manager
After our Q4 Journey review workshop, we have launched Version 2.0 of the SMB journey with new content pillars, refreshed webpages and content. The new pillars are Connect, Secure and Meet.
All of our content and webpages align to these three pillars. You can check the webpages live here.
Lessons learned from FY18
The Network Essentials e-book was the top performing piece of content from FY18 (1910 reads, average read 4.13 minutes. This led us to create 2 new e-books – covering Security and Collaboration; we have also gated the e-books as they are high value pieces of content.
Additionally, case studies performed extremely well on the French campaign. We have added 3 international case studies aligning to each pillar and we will continue to add and expand on the case studies we have throughout the quarter.
We have noticed that Cisco Capital was of interest to customers visiting cisco.com in FY18. Thus, with the refreshed pages we are featuring Easylease as part of the Cisco Capital offering for SMBs
What is new!
As mentioned we are launching new webpages full of updated content, so we encourage you to check them out.
These webpages are now being localized into 7 languages (DE, FR, NL, IT, ES, PL, SE). For the rest of the countries we have prepared minimum viable product blades to reflect the Connect/ Secure/ Meet experience that countries need to localize.
With the SMB pages refresh we have introduced several new forms that will increase number of inquiries – apart from 3 gated e-books, we are also piloting a unique experience for the free trials (Umbrella, Meraki and Stealthwatch) with CIC team, who will contact customers before sending them to the business units for trial provisioning. This way we will be able to include those contacts into our SMB journey.
Additionally, as mentioned we are focusing more on Cisco Capital offering and we are piloting Cisco Financing – Easylease demand generation page for EMEAR.
What is coming?
We are now working on the refresh of the SMB email journey to make it more personalised and trigger-based for the customer.
In FY19 we will be focusing on through-the-funnel testing and optimization - from paid media to on-page experience through to enquiry and conversion, in order to continuously improve the journey performance.
Together with the digital team we have planned several tests that will be executed in the coming months. We will be sharing more information about these initiatives during our bi-weekly optimization calls.
Partner Experience
Great news, following the launch of the Cisco to End User SMB campaign, we now have the Distributor and Partner SMB campaigns available.
This campaign will continue to evolve and is currently being localised in DE, FR, ES, IT and NL (localised assets available early October, 2018).
If you have trouble viewing the campaign, please see instructions attached on ‘How to access campaigns?’ in PMC.
Learn more on about the SMB journey on the Employee Connections.
Eva Rosipalova | Eastern Europe Marketing Lead
Did you know that millennials will represent 75% of the workplace by 2025? Companies are expanding their buying committees and include millennials in the decision-making process. We need to engage with this new generation of decision makers through the channels they follow.
We teamed up with sales leaders in Eastern Europe and launched an incentive program sponsored by GMs to increase our reach and engagement of our local experts through digital channels.
ShareIT is a new social media incentive program designed for country sales and expert teams in Eastern Europe.
Objective
How does it work?
The program has 2 components:
1. Local content creation
2. Sharing by local experts a. Amplification of the content b. Social media – LinkedIn, FB, Twitter, Instagram c. Social ambassador hub
Awards The best performing individuals will receive Connected Recognition from the country GM every quarter!
Sales and marketing working together to be relevant to our buyers!
Marija Petrova | Audience Expert Enterprise Networking, France Jezabel Duclos-Cohan | Engagement Manager, France
One of the top priorities of the Network Buyer EMEAR team is to drive DNA Center demo requests. It is a key part of the TPS and on-going focus for all EMEAR teams.
In France, the marketing team decided to try a different approach to promoting the demo requests. We asked MRM France to find a way to drive DNA Center demo requests directly through social media. But how to explain what DNA Center is, why it is important and convince the users to sign up for a demo all in just 280 characters? This was the challenge MRM France faced.
MRM proposed to focus on 4 main IT challenges that DNA Center helps solving:
They used numbers to support the arguments, along with an original format. They suggested to explain the challenges solved by DNA Center by linking them to famous riddles: “where’s wally?”, untangle lines, labyrinth and battleship game. The visuals show a part of an image (for example, a hall full of people), inviting the user to click on the image to reveal the entire copy (to find the equipment that is causing a problem on the network) an d then ask for the demo to find out more.To help promote this project, MRM also recreated the demo request Eloqua page, as well as creating a new blade for the DNA Center blade to help promote the demo request.
The social kit has been leveraged organically in France since Q1, helping drive 3.5K reach organically, with top performing post being "the cables".
Ian Chard | EMEAR Data Centre Audience Expert Rachel Dye | Commercial Marketing Manager, EMEAR
We are on the starting blocks and there’s just two weeks to go. So, what is a sprint and why should you join the race?
Sprint is a joint sales and marketing programme to focus all our efforts on a key opportunity. That opportunity for Q2 is HyperFlex – our next-generation hyperconverged platform. It’s important because the transition to hyperconvergence will drive customer demand for hardware and software.
Our objectives are to: 1. Support our sales force and sell more HyperFlex 2. Demo HyperFlex to as many customers, partners and sellers as possible 3. Reach new Data Centre contacts through our demand generation activities and our Expert Talks
We will do all of this through our salesforce, partners and customers in enterprise, and commercial/SMB.
Why you should be hyper excited right now
Hyperconvergence is a hot topic for organisations looking to lower their IT costs and reduce complexity. It gives them the cloud-like flexibility and simplicity to support any application efficiently on a common business computing platform.
But not all forms of hyperconvergence are made equal:
Our measures of success are:
Limber up
We’ve created a whole host of drive-to assets supporting our efforts to create fresh demand for our demos, expert talk videos, and eBooks along with a range of other great pieces of content.
We’ve also created a ‘campaign in a box’ for both our partners and distis, while our sales teams have a full range of enablement assets including battle cards, call guides, decision trees, and cheat sheets, to name but a few.
To find all the Sprint related content for customers and sales teams check out our Content Matrix. Our employee communities page which includes our data centre journey and sprint additions is here
Any questions get in touch.
Oh, and Sprint. Sprint. Sprint!
