Ed Daly, Director Market Management and Pete Davis, Manager, Market Management, in our Cisco Services US Field Marketing Team recently encountered a marketing dilemma -- a dilemma I’m sure most marketers can relate to. Fresh from winning a couple of prestigious awards, Pete and Ed wanted to tell the world, but were told by PR that awards are something that are not exactly “press release worthy”. As we all do, when we’ve experienced rejection, Ed and Pete did a bit of soul searching on the need for marketers to promote awards. The result is this tongue-in-cheek post. Hope you enjoy it as much as I did. Oh -- by-the-way, that’s Pete in the photo with the awards in question.
“We don’t do press releases for awards.” “No one cares about awards except marketing people.” “We don’t have enough budget.” Have you ever heard this from the PR team when you’ve won an industry award that you’re really proud of? You want to shout from the nearest rooftop how cool it is, but you keep getting told no. You’re not alone. The Cisco Services marketing team won two IT Services Marketing Association (ITSMA) for the Accelerate services training and Smart Care partner enablement programs..
The Smart Care program won the 2010 Gold Award for Marketing Excellence in the category of Developing and Launching New Offerings. The Accelerate Services Training program won the 2010 Diamond Award for Marketing Excellence in the category of Enabling Sales. This is the first time that Cisco has scooped both a Diamond (first place) and Gold (second place) Award and only the second ever time that we have won a Diamond Award.
When we approached the PR team to publicize the win externally, we were given the standard answer, a double whammy in this instance “We don’t do press releases for awards, and no one but marketing cares about awards anyway”. So we decided to do some soul searching to understand why we feel so compelled to boast about having won these awards…and why no one else seemed to get it.
And here’s what we came up with.
Top 10 Reasons Why Marketing People Like to Promote Awards They Win:
10. Standing in the middle of the office shouting “look at me, look at me” wasn’t going down very well.
9. You know, fake it till you make it.
8. Sales is where the rubber meets the road, but marketing is where the rubber meets the sky.
Video truly is the killer app. Now, I know you’ve been hearing this from me and other Cisco leaders for many years now, but the stats don’t lie.
In fact, did you know people are watching 2 billion videos a day, and uploading 24 hours of new video every minute to YouTube? And that’s just YouTube, which according to comScore accounts for only 26% of the world’s online video viewing. Talk about a true killer app!
For those of us in the marketing world, video is one of the best platforms for communicating with your audience, and that’s what I talk about in Part One of my three-part Marketing Minute series on how to use video.
This time around, we’ll hear about lead nurturing. During the session Creating High Quality Leads Through Improved Content Creation and Data Management, which will take place on October 28 at 7:30 a.m. PST, Luanne Tierney, VP of WW Partner Marketing, will chat with Dave Green, Director of Best Practices and Applied Research with MECLABS. Dave will talk about lead nurturing, and the content and data implications of lead nurturing and scoring.
Courage, determination and social media SUCCESS pretty much sums up the recent accomplishments of Shawn Tylka, a Field Marketing Manager for Cisco’s Service Provider group.
Shawn recently traveled to Nepal with WOGO (Women’s Orthopaedic Global Outreach)- a non-profit volunteer organization that responds to the unique needs of women who develop knee arthritis and joint disease but do not have access to treatment in developing countries around the world. WOGO is the newest Operation Walk (www.operationwalk.com), a 16-year old, private, non-profit organization.
WOGO started back in 2009 with five female orthopaedic surgeons who came together to empower, educate and engage women in third world countries -- “moving women from pain to power.”
A toothbrush, some clothes, and a Cisco Flip camera is all Shawn needed to begin her journey.
A major component of my job here at Cisco is to get out from behind my desk to meet with you, our partners. No matter what part of the world I’m in during these meetings, there is always one question I know will always be asked: “What are the latest trends in marketing, and how can I put them to work for my business?”
While I wish I could meet with every single one of you from around the globe, the reality is that I cannot (unless you have a DeLorean with a flux capacitor or the secret formula to human cloning). So I’ve decided to create the Marketing Minute, an ongoing series of short videos designed to help answer the most popular questions that I hear from you.
To start of the series, I’m taking a look at Twitter, one of my favorite social media tools.