culture clash —one large b2b company’s journey to customer ... · •change perception of cisco...
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Culture Clash Culture Clash—One Large B2B Company’s
Journey To Customer-Centricity
Bob Meindl
Director, Content Marketing
Cisco
@BobMeindl
@BobMeindl
Giuseppe Caltabiano
Newscred - Head of Advisory Services
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@BobMeindl
Michelle Lin
VP of Content
Content Marketing Institute
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
THE SETUP Practical Strategy
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Our New Customer
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Rapidly Changing Dynamics
Cisco’s opportunity
Customers
Cisco
Competitors
Marketing
• New breed of competition • Entering new markets and gaining momentum • Some are stumbling and we are not being
aggressive enough
• Digital and mobile marketing is king • Marketing strategy aligns with new portfolio strategy • Explosion of customer data – we need to capitalize • Our talent will be our competitive differentiator
• Engaging with sales later in the buying cycle • Want a consumer-style digital experience • Line of business buyers demanding IT move faster • Must embrace digital business opportunities,
while managing for today
• Change perception of Cisco beyond a networking giant to a new-world technology leader
• Refresh our loyal installed base • Drive awareness/preference with new buyers
and markets
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Brand
Shift perceptions
beyond being a
Networking Giant to
a New World
Technology Leader
Brand position
in new categories
Marketing and communications chose six imperatives
Customer Experience
Compelling
experiences to
accelerate growth
and drive
advocacy
Content
Engaging, relevant
content that focuses
on “Why Cisco?”
and our unique
value
Operating Model
Organization
operates with one
unified model
Digital Marketing
Transform Digital
Marketing
to be personalized,
engaging
and real time
Talent
Hiring,
developing and
inspiring world-
class talent
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
And customer experience is at the center
Talent
Brand
Content
Digital Marketing
Operating Model
Customer Experience
Option 1
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Everything is much more tightly coupled than before
Talent
Brand
Content
Digital Marketing
Operating Model
Customer Experience
Option 2
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Marketing and communications chose six imperatives
Brand
Shift perceptions
beyond being a
Networking Giant to
a New World
Technology Leader
Brand position
in new categories
Customer Experience
Compelling
experiences to
accelerate growth
and drive
advocacy
Content
Engaging, relevant
content that focuses
on “Why Cisco?”
and our unique
value
Operating Model
Organization
operates with one
unified Model
Digital Marketing
Transform Digital
Marketing
to be personalized,
engaging
and real time
Talent
Hiring,
developing and
inspiring world-
class talent
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Back to the Future What did we define at the working level
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Country centric
New Roles
• Clearly defined roles
• Ramp up time
• Small teams that meet often
What worked well…
New Processes
• Interface between big and small
• Moving from “push” to “pull”
What we’re still working on….
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
From product to customer
• Persona research and development • Mapping messages and channels • Creating content to match both
Customer first
With brand and message consistency
• Brand evolution • Consistent messaging hierarchy • Integration between Comms (AR/PR/IM), Brand, and Marketing
To make things real
• Budget by persona, plan by persona, buy media by persona, run programs by persona, etc, etc
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Digital everywhere
Digital body language
Mobile
A|B testing
Measurement and optimization
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Moving from product to audience centric requires integrating planning across all roles
Storytellers lead the architecture-led content for customer journey
CME leads the content strategy plan
Digital Team leads the omni-channel journey
CXM leads the audience, prioritization and localization of
personas and buyer’s journey events
CMM leads the asset creation/adaptation/ localization with agencies
SME Storyteller
Digital Team
CMM Content Marcom Manager
CXM Customer
Experience Manager
CME Content
Managing Editor
@BobMeindl
The Model in Action
CONTENT
STRATEGY
AUDIENCE
STRATEGY DIGITAL
EXPERIENCE
IN-PERSON
EXPERIENCE
REFRESH
OPPORTUNITY
SALES
ACTIVATION
Optimization
Customer
Insights
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
New Approach. New Insights. New Storylines.
66 Interviews
US, UK, GER HC, Mfg, Retail,
FSI
5 Storylines 41 Buyer Insights Wolverine Launch
Marketing & Sales
Enablement
Federal, SLG
2 Messaging
Workshops
PSM, Sales, Cloud,
Competitive, Svcs
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Our Publishing Model Centralized or Distributed – that is the question
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Customer experience framework
Strategize and Plan
Create Publish Test, Measure And Optimize
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Based on Business
• Market, Customer and Competitive Data
• Corporate Strategy
• Product Direction (SMEs)
• Sales alignment
Digital Plan
Content Plan
Media Plan
Event Plan
Program Plan
Comms Plan
The “Plan for planning” key responsibilities
Customer Experience Definition
Partner Experience Definition
US Strategy
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
What the Content Production Team does…..
…to meet strategy
…by persona
…per OC plan
Content Needs
Cadence, Message,
Channels
Ideal Plan
by Persona
Apply Priorities
Determine what can
really be done
Apply Resources
Actively manage
production
Produce content
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Stories
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NYC Penn Station Issue: Amtrak Derailments &Track Closures Impact: NJ/NY/CT represents $226M+ in Collaboration Gain Share across Commercial/ Enterprise/ PS
The Opportunity
Headline: “New York’s infrastructure is
crumbling, and its politicians are blaming
each other”
“New York Gov. Andrew Cuomo declared
a state of emergency for the Metropolitan
Transportation Authority Thursday
Morning”
http://www.salon.com/2017/06/29/new-yorks-infrastructure-
is-crumbling-and-its-politicians-are-blaming-each-other/
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The Plan
Metrics
Reach 411,743
Likes 145
URL Clicks 236
Engagements 203
Shares 57
Timeline: May 1 – Aug 31
CTA: WebEx Demo/Trials,
Collaboration Wednesdays,
Amtrak Trial Offer - TBD
Email Social
Digital Signage
Blogs
Partner Signage on Subway - TBD
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
It was just another Friday afternoon.
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The assets
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Expanding the scope: US WannaCry response Content Name Total page
views
CIO article (Americas Network) 4,468
Healthcare blog* 3,506
Manufacturing blog* 739
Retail blog* 341
Financial Services blog 337
Government blog #1 316
Education blog 124
Government blog #2 85
Total page views 9,916
Search optimized: 50% of visitors came from
organic search
Persona driven: Written specifically for non-
technical personas
Full funnel strategy: Most pieces drive people to
high-value gated security assets
This is about 20X higher than the typical
Healthcare blog.
This article also has an average time on page
of around 6 minutes.
Additional Takeaways
*These blogs were also published on The Americas Network.
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Insights How’d we do? What did we learn? Are we making changes?
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
FY17 US Results
88% 87% 105%
Digital
Engagement
Points
Marketing
Led
Bookings
Sales
Qualified
Leads
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Content team focus/effort over time
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Q1 Q2 Q3 Q4
Culture of Test
Creativity and Innovative Content
Constant Feedback and Adjustment
Process
and Operations
Full understanding of Budget, Roles and Teams
Content
Effectiveness
Content
Efficiency
Establish Measured
Workflows
Running Like a Pit Crew
100%
50%
10%
Country Alignment
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Customer engagement
© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Lessons and Adjustments
Moving the “flip” upstream
Tuning our Marketing Stack
Balancing resources and shiny objects
Matching people to roles
Central-Local Relationships
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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Ask me anything at the Post-Presentation Huddle!
Bob Meindl
@BobMeindl