From a buzzing booth to a packed Partner Day, here’s how we made our presence felt — and the numbers that prove it.
Cisco Live Amsterdam 2026 was more than a flagship event — it was a powerful validation of the momentum we’re building across SMB & Mid-Market (MM) in EMEA. Across demos, theatre sessions, partner activations, and an evening event, we delivered an experience that connected partners, customers, and distributors in a relaxed setting.
A Multi-Touchpoint Presence Across the Show Floor
Our presence at Cisco Live EMEA wasn’t just about having a booth — it was about creating multiple meaningful experiences for every type of visitor. Here’s how we showed up:
- Main Presence (Demo, Theatre, Quiz): Our core area featured live product demonstrations, theatre sessions, and an interactive quiz that kept foot traffic flowing throughout the event.
- Partner Day Booth (Demo, Quiz, Slides): We extended our reach to Partner Day with a dedicated booth, combining product demos with engaging quiz formats and curated slide content.
- Cisco Store Collaboration: A joint activation with the Cisco Store brought additional visibility and customer touchpoints.
- Evening Event: We rounded out the programme with an exclusive aux event that gave attendees a chance to connect in a more relaxed setting.
The Numbers: Engagement That Exceeded Expectations
The engagement metrics from this year’s event are a testament to the energy and effort the team brought. Highlights include:
- 757 Booth Visitors — a +22.3% increase year-over-year, showing growing interest in SMB & MM solutions.
- 163 Survey Responses — up 13% versus last year, giving us richer insight into what customers and partners care about most.
- 621 Quiz Participants — proving that interactive formats are a powerful way to engage and educate visitors at scale.
- 75 External Event Attendees at the aux evening event — quality networking in an intimate setting.
- 748 Partners at Partner Day — a huge turnout that underscores the strength and commitment of our partner ecosystem.
Theatre Sessions: Where the Conversations Happened
The theatre programme was one of the standout elements of our presence, covering topics that matter most to SMB and Mid-Market customers. The most-attended sessions included:
- Unified Security— our top-performing session, reflecting the number-one priority of organisations across the region: keeping their networks and data safe.
- Secure Networking— reinforcing that security-first networking is top of mind for SMB and mid-market decision makers.
- AI-Ready Infrastructure— a growing topic as more organisations explore how to build the foundations for AI adoption.
- Live Demos with Demo Kit & Cisco 360 Competency— hands-on demonstrations that give partners and customers tangible proof of value.
- Real-world Customer Stories from Samsoe Samsoe, Deutsche Telekom, Beutlhauser, and Silverstream — peer-to-peer credibility that no slides or statistics can replicate.
Across all sessions and all four days of the event, the theatre was a hub of learning and conversation — a clear signal that our message is resonating with the right audiences.
From Presence to Pipeline
Events matter only if they translate into momentum.
Cisco Live Amsterdam reinforced three priorities for SMB & MM in EMEA:
- Security remains the anchor portfolio — driving urgency and cross-sell.
- AI is the growth narrative — infrastructure and collaboration are central.
- Partner-led scale is non-negotiable — especially across 2T distribution breadth.
The energy at the booth, the depth of the theatre sessions, and the quality of partner dialogue give us strong conviction that the simplified Growth GTM motion we are driving — across Mid Market, and SMB is directionally right.
What This Means for SMB & Mid-Market in EMEA
The SMB and Mid-Market segment is a growth priority, and this year’s presence reflected that commitment. From the year-over-year increase in booth visitors to the strength of our Partner Day turnout, every metric tells a story of momentum.
It is clear is that the relationships built, the conversations started, and the awareness generated at Cisco Live EMEA will continue to pay dividends long after the event doors closed.
Thank You to Everyone Who Made It Happen
A huge thank you to everyone who contributed — from the team on the ground running demos and hosting sessions, to our partners and distributors who showed up in force. Cisco Live EMEA is only as good as the community that fills it, and the SMB & Mid-Market community delivered.
We’ll see you at the next one.
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