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Marketing: Trading in Fluff for Buff

“Don’t spend time beating on a wall, hoping to transform it into a door.”

-- Coco Chanel  

 I love that quote by fashion maven Coco Chanel. In today’s B2B marketing world, challenges can’t be addressed using outdated marketing tactics – hoping they will magically open new opportunities along with new revenue and ROI.

Growing trends in customer buying behavior and the technology used to make purchases are driving major changes for the role of marketing. As marketers, this gives us a fantastic opportunity. We can transform from what has sometimes been seen as simply “fluff” (and what many sales executives see as a cost center) into a revenue-generating center. Read More »

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Internet of Everything – $Billions of Value to Partners

September 18, 2013 at 2:58 pm PST

I’ve been having great conversations with our partners about the Internet of Everything (IoE), especially since Partner Summit. The biggest takeaway is that IoE is not a new solution or new market; it truly is much bigger than that. IoE is a complete market shift that will touch the lives of each and every one of us.

And because the IoE value is so great, as in $1.2 billion this year alone, we are committed to enabling our partners to make the most of these opportunities. Here is what we’ve tackled so far to help you capture the IoE value:

  • We’ve invested more than $5 billion in research, development, and acquisitions to accelerate the IoE, making the opportunity a reality today;
  • We’re raising awareness of the value at stake and of new technologies, getting your customers excited about the prospect of a more connected, intelligent future; and
  • We’re enabling you with content and marketing assets to start stimulating customer appetite for transitioning IoE ideas into sales conversations and tangible projects. Read More »

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Cisco Sizzle – April Edition

Welcome to the Cisco Sizzle! Each month, we’re rounding up the best of the best from across our social media channels for your reading pleasure. From the most read blog posts to the top engaging content on Facebook or LinkedIn, catch up on things you might have missed, or on the articles you just want to see again, all in one place.

Let’s take a look back at the top content from April…

Are you prepared for the IoE Economy?
In this blog post, Cisco’s Chief Futurist Dave Evans and Joseph Bradley of Cisco’s Internet Business Solutions Group share two use cases for IoE – connected marketing and connected healthcare – with both a near-term and futuristic lens.

John Chambers Receives Honorary Doctorate
Cisco Chairman and CEO John Chambers received an honorary doctorate from San Jose State University at the honors convocation ceremony in April. His main message to the grads? Never stop learning.

Tomorrow Starts Here
What if the next big thing, isn’t big at all? It’s lots of things, all waking up. Explore how IoE will change the way we work, live, play and learn.

Innovation May Spark Economic Renewal
If we’ve learned anything from the last two decades, it’s that every time we think the Internet has exhausted its transformative potential, something highly disruptive comes along. Cisco CTO Padmasree Warrior talks IoE innovation and the $14.4 trillion value at stake that will spur research, new investments and new jobs.

A Typical Day
Explore how the Internet of Everything is sparking innovation and instigating meaningful actions to happen faster.

Is Your Site Safe From Attack?
Ars Technica editor Dan Godin compiled a list of Apache website compromises that have been impacting thousands of legitimate sites by allowing entrance to remote attackers. Until his research, no one had realized the magnitude of the situation and how widespread the attacks were. Check out the full insights, including potential solutions, in this blog post.

Three Networking Truths
There’s a clear consensus that one size does not fit all when it comes to deploying Software Defined Networking (SDN) solutions to different organizations. Time to dispel common networking misconceptions with three truths about the future of networking as Cisco sees it.

Check out the Cisco Storify feed for even more great content!Cisco_Sizzle_Final

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5 Tips to Becoming a “Savvy” Social Media Marketer

Where do you go to find social media tips, statistics, trends, and best practices? I recently attended the Social Media for Savvy Marketers event hosted by Cisco featuring speakers from Twitter, SAP, Adobe, BuzzFeed, Salesforce.com, Percolate, and more. The two-day event brought candid conversations, interactive panel sessions, and an engaging way to learn how B2B and B2C brands are using social. When else can you hear from industry experts on the hottest trends in social media and learn best practices to leverage for your next social media campaign? If you missed out on this thought provoking event, below are my takeaways from the event.

savvy event picture 2        savvy event picture 1

5 Tips to Becoming a “Savvy” Social Media Marketer:

Tip #1: A Social Business Starts with your Executives: According to a social media statistic from eMarketer, “82% of employees say they trust a company more when CEO and leadership teams are involved in social.” Jeanette Gibson, Senior Director, Global Social Media Marketing at Cisco, shared that Cisco placed a monitor including a Twitter feed outside of CEO John Chamber’s office, showing the importance of the customer conversation. This was the first step Cisco made in transforming to a social business.  Additionally, Gibson noted, “Help your business to be S.O.C.I.A.L.: Scalable, Open, Consistent, Intuitive, Active, and Limitless”, showcasing the social conversation highlights of what is being said about your brand. The conversation is happening across channels and brands shouldn’t miss out.

Tip #2: Listening is the First Step of a Social Strategy: At each stage of a social media strategy, listening is critical. Before jumping into any conversation, we must pay attention to what is being said and then engage accordingly with that particular audience.  LaSandra Brill, Manager, Global Social Media Marketing at Cisco, shared the significance of listening as she discussed the importance of Social CRM. Brill noted that “85% of Tech buyers engage in some form of social activity.” Listening to what your customers are saying and are interested in allows for targeted offers to be sent to customers increasing the propensity to buy. Note: be sure to be clever vs. creepy with the targeted offers.

Tip #3: Content is King and Distribution is Queen: Creating good “snackable” content is critical to increasing the reach of the conversation. Video is quickly becoming the next generation of content as it is fun and engaging.  Matt Rozen, Group Manager Corporate Social Media of Adobe, shared his thoughts, “the best part of video is the measurable traffic. Video was just 10% of impressions, but drove 50% of site visits.” Content can engage an audience and keep them active in the conversation. On day two of the event, James Gross, Co-Founder of Percolate, advised “If we reshape how we create content, we will shift from renting audience to owning it.” Ultimately, I think Jonathan Perelman, VP Agency Strategy & Industry Development at Buzzfeed, summed up the idea of content most eloquently, “Content is King and distribution is queen.” Create great content and then let your fans share it. Once you have this great content, don’t forget to integrate search: include keywords, hashtags, and tagging!

Read More »

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#IoE: Present and Future

Dave Evans  Joseph Bradley  This blog was co-authored by Dave Evans and Joseph Bradley, Cisco Internet Business Solutions Group (IBSG).

To receive the most value from the Internet of Everything (IoE), business leaders should begin transforming their organizations based on key learnings from use cases that show how IoE works in the real world. Cisco IBSG’s Economics practice recently developed 50 private-sector use cases to determine the Value at Stake in the new IoE Economy. It determined that $14.4 trillion of value (net profit) will be created or will migrate among companies and industries based on their ability to harness IoE.

This blog will provide both near-term and more futuristic examples of IoE in healthcare and marketing/advertising to help you better understand the possibilities of IoE in different time frames. We provide both a futuristic view (Dave) and a near-term perspective (Joseph). Read More »

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