navigating the new customer journey -- blair christie, cisco cmo

Blair Christie SVP and Chief Marketing Officer October 16, 2014

Navigating the New Customer Journey

© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

Velocity Value Volume

45% of surveyed buyers say thought leadership plays a critical part in determining who makes the short list

© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Source: ITSMA

Aligning content and advertising brought a new level of campaign credibility and enabled customer engagement


Bringing in subject-matter experts created compelling new content and allowed us to leverage their social followings


Prioritize Thought Leadership using Non-traditional Vehicles and Channels

VOLUME


Velocity Value Volume Velocity Value Volume

© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Technology and Processes help Move Customers More Quickly Through the Pipeline

VELOCITY


Velocity Value Volume

Research shows expectations are rising for customized, individualized experiences in both the B2B and B2C space

When you sell a solution rather than a product, you’ll see a 479% increase in the sale

CIO

VP of Sales

CMO

CSO

© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28 Source: Cascade Business Research Group

Using our data to update offers and alert customers of upcoming renewals offered a much simpler and higher value experience


Understand your customer from the start to create Greater Value and Engagement

VALUE

A greater proportion of B2B customers are emotionally attached to the brand they purchased than B2C consumers

Source: CEB/Google, From Promotion to Emotion: Connecting B2B Customers to Brands

The Customer Journey NOW

CONSIDERATION

EVALUATION

PURCHASE

LOYALTY

ADVOCACY

AWARENESS

“A journey is like a marriage. The certain way to be wrong is to think you control it.” John Steinbeck