What does the road from bridging the gap to building the bridge look like for B2B brands today? Join us for an engaging, highly energized panel discussion that goes beyond marketing tools, fancy jargon and confusing rhetoric to truly focus on delivering value to our customers one moment at a time. With the deluge of marketing tools, data insights and customer data platforms we as marketers are now more equipped than ever to proactively anticipate and respond to customer needs. Yet we continue to miss the mark and customers are less enthused. Cisco will share its strategy (people, process, tools) & two case studies that show why getting back to basics is still effectively landing new prospects and nurturing existing relationships for demand and lead generation. The output will be a winning recipe for leveraging data from SEO, Social, and Customer Data Platforms to drive engagement & conversion.

1. Laura-Ann Mitchell
DIRECTOR OF DIGITAL
CISCO
SAN FRANCISCO ~ MAY 23 – 24, 2019 | DIGIMARCONSILICONVALLEY.COM
#DigiMarConSiliconValley
The Digital Marketing Abyss –
The Widening Gap Between
Customers & Brands
PANEL

2. May 23, 2019
The Widening Gap Between Customers and Brands
The Digital Marketing Abyss

3. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Meet Our Panel
Dejana
Stankovic
CISCO
PANELIST #1
June
Groboske
GOOGLE
PANELIST #2
Laura
Mitchell
CISCO
PANELIST #3

4. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
VIDEO

5. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
At scale
Technology and data
have evolved the
traditional human
conversation between a
few people to millions

6. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Marketers have
access to over
200+ data tools and
platforms but often
miss the target

7. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Getting Back To Basics: We know our customer by
name, recognize their value and anticipate their needs
before they express them

8. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialSource: IDC, IT Buyer Experience Survey 2013
Buyer
processes
2013
67%
Vendor
processes
33% 39%
61%
2017
Buyer
processes
Vendor
processes
Expectations have shifted

9. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
By 2020, customer
experience is
predicted to
overtake price and
product as the main
differentiator1
of organizations cited
customer experience as a
competitive differentiator2
Source 1: Walker
Source 2: Dimension Data’s 2017 GlobalCustomerExperience (CX) BenchmarkingReport
71%

10. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
CURIOUS DEMANDING IMPATIENT

11. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
CURIOUS DEMANDING IMPATIENT
about everything

12. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
CURIOUS DEMANDING IMPATIENT
of their
interactions with
brands

13. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
CURIOUS DEMANDING IMPATIENT
for immediate and
helpful information

14. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
You are competing with the best experience a consumer
has ever had.

15. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Proprietary + Confidential
BE PRESENT BE PERSONAL BE FAST
How can you provide Assistance?

16. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #PRNews
“If you're trying to
persuade people to do
something, or buy
something, it seems to
me you should use
their language and
understand their
behavior”
David Ogilvy

17. We must first understand customer intent to better meet them at critical
intersections of “I have a need” and “What are my options”?
Be Relevant | Be Present
Understand & Predict User interests | Collect & Analyze Data | Deliver Relevant Experiences

18. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
EXECUTION
Attract Connect with a broader audience
before they have considered Cisco
Engage Improve engagement by
addressing the needs and interests
of our audience
Convert Provide clear next best action on
the journey to purchase
Understand audience intent and
context through the lens of search
Create an intuitive, user-focused
architecture that makes it easier for
users to find content that is relevant
to them
Identify new opportunities for content or
optimization that have high levels of
interest and growth aligned to the
interest of the business
Identify
Optimize
Predict
STRATEGY
Be Purposeful

19. Rinse and Repeat
Customer
Insights
Research audience needs using
their natural language. Identify
authority sites within the search
landscape.
Measure
& Tune
Content
Inventory &
Audit/Gap
Analysis
Determine content needs based on
customer insights. Audit existing
inventory for relevancy and identify
gaps.
Content
Plan
Measure performance and
refine optimization to increase
engagement and quality leads.
Research powered by
Develop the content plan based on
customer insights aligned to the
goals of the business.
Optimize
Merchandise
Maximize
Be Focused

20. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
B2B BUYING
A long hard slog

21. What are my
options?
I have a
need.
What vendors are
best for me?
How does it
best fit my
needs?
I’m considering
buying Cisco.
I have chosen
Cisco
How do I use
this?
I Am I being
successful?
How do I get
more value?
I need to
activate
and/or install.
I need help.
How do I get
more value?
I need to
upgrade
(EOL)
I Shop I Buy I UseI Install I Want MoreI am Aware
Customers engage across moments that matter

22. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Lifecycle
I am
aware
I buy
I advocate
and renew
I install
and use
http://mtm.cisco.com/state_machines.html
I shop I want
more
I have a
need
Whatare my options?
Which vendors
are bestfor me?
How does it bestmeetmy
needs?
I am consideringbuying
Cisco
I have chosenCisco
Bought
Cisco
I need to activate How do I usethis?
How do I get more
value?
Am I being successful?
I prefer Cisco
EOL

23. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
What vendors
are best for me?
How does it best
meet my needs?
I have bought
from Cisco
12%
9%4%
What vendors
are best for me?
How does it best
meet my needs?
Considering
buying Cisco
10%
1%
Raise this to 20%
Raise this to 10%
Data in motion – Visualize, predict and prescript

24. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

25. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
All I Do is Win…… Prizes!