Cisco + Folloze Case Study B2B
#B2BMX
Fireside Chat
Two bald guys making bold moves
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Peer marketing: A path to 9-figure pipeline
In the picture:
One of dozens engineering workshops held globally: “Test Drives”
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Andre Laurent WW Director of Engineering
for Enterprise Networking Sales
@askaccde
Empower Cisco, Partners and Customers to experience the
unprecedented value that Cisco DNA solutions such as SD-Access and SD-
WAN create when connecting people, things, data and clouds.
https://twitter.com/askaccde
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Etai Beck Co-founder & CEO
@etaibeck
Flip the script on the traditional B2B marketing and sales playbook
Turn it into a win-win partnership delivering value at every touch point
https://twitter.com/askaccde
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Cisco’s journey of customer engagement
Peer MarketingSmart Targeting ABM!One Voice
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THE CHALLENGE - COMPLEXITY!
19,000 sellers 15,000 sales assets
60,000 partners
150,000 SKUs
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§ Internal campaigns delivered from sales leaders, globally
§ Nurturing over a period of 8 weeks
§ Content aggregated in one place
§ Corresponding quiz
§ Scorecard for Sales leadership
The One Voice strategy: DNA Launch Feb 2016
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Exponential seller engagement through nurturing
Clear impact on seller readiness (quiz success rate vs. engagement)
Not Engaged
Lightly Engaged
Moderately Engaged
Highly Engaged
0%
25%
50%
75%
100%
Mon Dec 28 2015
Mon Jan 4 2016
Mon Jan 11 2016
Mon Jan 18 2016
Mon Jan 25 2016
Mon Feb 1 2016
Mon Feb 8 2016
Mon Feb 15 2016
Mon Jan 18 2016
Mon Jan 25 2016
Mon Feb 1 2016
Mon Feb 8 2016
Mon Feb 15 2016
30k
27.5k
25k
22.5k
20k
17.5k
15k
12.5k
10k
7.5k
5k
2.5k
Ongoing flow of about 2000+ people a week
Exponential increase of engagement by person
Day of announcement
In 8 weeks Sales org was ready!
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§ Value is proven – became the standard
§ 12 times a quarter on different topics
§ 38% of all sales content consumption!
Becoming a standard
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Cisco’s journey of customer engagement
Peer MarketingSmart Targeting ABM!One Voice
#B2BMX
§ Noisy marketing and sales environment
§ The rise of ABM
A few forces converge:
On a macro level:
THE NEXT STEP - Smart TARGETING
§ Competitive pressure increasing
§ Sellers can’t get to all their accounts
§ Transition from hardware sales to software
At the industry level:
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Auto personalized predictive targeting dashboard per AE
Engagement analytics in real time
Contextual enablement per ABM target
Selective outreach by account, pre-packaged content + messaging
Building on the ABM Platform
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40% Increased pipeline YoY 37.5% increased bookings YoY
“From our experience this is the only program that integrates ERP,
SFDC and Eloqua providing visibility at each engagement
point of the program. “
Results of ABM Motions in one of the regions
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End to End Engagement
Strategy
Contextual Sales Enablement Contextual content by campaign Integrated with your Sales Content platform
Account Targeting Audience from: MAP, CRM, 6sense, Bombora,…
Engagement Analytics • Deep insight of customer engagement • Integrated back to MAP and CRM
Sales Outreach Workflow through Sales To adjust and approve
Customer Content Experience Auto-personalized digital experience on behalf of
seller, created in min with no coding through email, ads, website (data from CRM, MAP, IP à
Company,…)
Orchestrated ABM Workflow Marketing Driven
Input
Pipeline and deals
Output
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Cisco’s journey of customer engagement
Peer MarketingSmart Targeting ABM!One Voice
#B2BMX
§ Engineer to engineer, hands on, educational
§ No sales pressure, group settings
§ Give value before you ask for anything
§ Create excitement
New way to create demand: “Test Drive events”
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Leadership and vision
Closed loop of outcomes
Orchestration technology
A culture shift! Creating a 9- figure pipeline
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Summary
Global Sprints
Industry/ Vertical
Targeted Refresh
FastStart Product Partners
Partner Enbalement
Launches
Event Invitations Post-Event Follow-Up
Test Drives
Technical Training and Certification
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And final words…
TODAY IS THE DAY
§ Re-imagine your engagement strategy
§ Take one single step forward
§ We’d love to be your partner!
#B2BMX
Thank you Q&A
See you at cocktail hour: Center Stage Bar, 5:30-6:30