We understand that many of our partners have invested in their own digital marketing automation and capabilities. For our expert digital marketers, we will be providing 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 Work. Intuitive. campaign strategy that aligns with the joint sales and business planning efforts you may have with Cisco.
Below is a simple overview of the campaign goals and journeys enabled. 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 you have to work with to build targeted, customized and automated journeys using your marketing technologies.
Before exploring the full campaign overview, the following pages will show you how Cisco has chosen to structure the primary landing pages for the Webex Meetings and Webex Teams journeys.
Webex Meetings Journey Existing Webex Meetings customers - protect your current install base with the new Webex Meetings experience.
Webex Teams Journey New and prospective customers - attract new customers with the future of work and Webex Teams experience.
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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.
Start by creating the landing page you will use primarily with new Webex customers to enhance their solution, experience, and productivity with Webex Teams.
Landing Page Anatomy:
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
Next, create the landing page you will use primarily with new Webex customers to showcase the importance of agile teams and the future of work.
OneRepublic Case Study // CTA: View Case Study (Optional Gated Content)
Security & Management // CTA: More Details
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.
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.
Measure and track your success. Work with you 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.
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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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