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Sales and Marketing in the Age of the Customer

Several members of my team participated in this month’s Forrester Sales Enablement Forum, an annual conference where sales enablement professionals from around the world gather to discuss industry trends and best practices. This year’s theme: Drive growth with a 21st-century selling system, centered on strategies for surviving and thriving in “the age of the customer.”

With information virtually at their fingertips, buyers are more informed, savvy and selective than ever before. And, the old approaches to sales and marketing no longer produce the results we need to grow revenue.

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Marketing Insights on Revenue Generation, Buying Patterns, and the Role of Social

Revenue-generating marketing, customer buying patterns, and social selling are a few of the topics I talked about recently with Glenn Gow of Crimson Marketing.  I’m pleased to share these excerpts from our conversation and invite you to listen to the podcast.

Glenn: Why don’t we start with this concept of revenue-generating marketing, and tell us a little bit about the journey that you’ve been going through. 

Karen:  I wanted marketing to be viewed as a revenue center versus a cost center, because then it becomes a very different discussion about the value, the role of marketing, and the investment that a company is willing to make.And frankly, in some cases, marketing should be seen as a cost-to-serve model in terms of where marketing can lead the generation of demand, particularly with customers in the mid-market and with our partners.

Glenn: Can you talk a little bit more about what revenue-generating marketing really means? Read More »

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Customer Interactions in the Evolving World of Marketing

In a world where we are increasingly connected, and other’s opinions or reviews are more accessible than ever, marketing must evolve to keep up.  Consumers want, and expect, ‘on-demand’ marketing –customized marketing that caters to what they need, when they want it, and is extremely responsive.  59% of consumers who have experienced personalization believe it has a noticeable influence on their spending. That percentage cannot be ignored –and with all the data available from connected devices and social media –there is no reason it should be.

Social media interactions are a part of many customers’ routine. For marketing, these interactions provide valuable insights and data. Companies like Julep Beauty leverage social media to interact with their customers, discover what they want, and quickly create, test, and sell new products. When negative reviews or comments come up, they promptly address the issue. This allows customers to feel like their voices are being heard and helps position the brand as a company that cares and is responsive to its customers.

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Content Marketing (Made Easy)

Content is one thing. Marketing is another. The two are straightforward on their own but significantly more complex when combined. What we do at TechWiseTV is content marketing. But its still a work in progress.

My friend Amy Lewis (@commsninja) tweeted an article by Tracy Vides on ‘How Content Marketing is Ruining your Business”

Got me thinking about how we really have to work on the marriage between these two terms.

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Here’s to You Entrepreneurs: Top 5 Go-to-Market Monetization Tips

Ged FittonBy Ged Fitton, Guest Blogger

The British Innovation Gateway (BIG) is a great Cisco-led initiative to foster innovation and entrepreneurship in the UK. A great part of my work on BIG involves the support  of IDEALondon – Cisco’s innovation centre – and its start-ups.  And I have to say I’m always impressed with the enthusiasm and determination of companies to think outside the box, and challenge the status quo. It’s a fantastically exciting space to work in. In my role of helping companies monetise their innovation, I thought I’d share a few tips on how not to fall into the traps that I’ve seen many start-ups fall into. Read More »

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