Have you heard the phrase “Meet your customers where they are?” If you search the term, you will be barraged with consulting ads and explanations from trade publications on why driving custom customer interactions is good for business. For many hardened salespeople and marketers, this is a no-brainer, but now it seems to be “hip” again, especially post-pandemic. For two years we did most things remote, and I know I am not alone in being thrilled we are getting back to doing most things in-person and able to meet customers where they are, everywhere from the trade show floor to an on-site meeting.

Along these lines, Cisco has also made a conscious decision to help our partners accelerate and enhance how we show up together to our collective customers in a way that makes sense for them. In May, we focused on security resilience for government with our partners, which took a fresh look at how we work with government customers based on what they need to meet their mission. If you missed my blog then, you can find it here.

This month, we are excited to announce a continuation of this targeted approach with focused materials in manufacturing and financial services. Why is this important? While you may be able to talk about zero trust, do you know how to market it to decision makers on the plant floor or stock traders? Each has a unique set of buying criteria and industry trends that they care about. For example, in manufacturing, this usually takes the shape of IT/OT conversations, while in financial services the focus is on fraud. Check out the new assets we are providing in each of our Security Marketing Velocity Campaigns (login required):

We also have two new Marketing Velocity Learning videos for your Partner Marketers to understand how to build marketing journeys for financial services and manufacturing customers.

Verticalization of marketing content is something Cisco is committed to as we know it helps the collective “us” meet our customers where they are! Thanks for your continued partnership.


Visit Marketing Velocity Learning today!



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Matt O'Brien

Senior Business Development Manager

Global Partner Organization (GPO) - Digital Transformation and Industries