3marketeers | Creative | Case Study: Cisco Demand Creation


"With BullsEye! we receive fantastic results - and the money is well worth it. On our last campaign, we saw a 50% response rate which regular direct mail just doesn't provide"
US Service Provider, Field Marketing Manager
 

Opportunity

Cisco Systems manufactures and sells networking and communications products and provides services associated with that equipment and its use. Cisco provides a broad line of products for transporting and managing data, voice and video within buildings, across campuses and around the world.

Driving demand for, and selling through solution specific partners is a key to their market expansion success. Supporting Channel Partners to quickly generate leads in specific markets with Demand Creation sales programs was needed for their phased market introduction to take advantage of a competitive promotion.
 

Solution

3marketeers worked directly with the Cisco Field Marketing Programs Managers to develop competitive messaging and breakout creative, as well as leverage Assessment tools and training materials. 3marketeers was able to design a highly targeted BullsEye program, complete with sales partner training, and launch with over 150 geographic Channel Partners across the US. A scaled launch of multiple Demand Creation programs ran simultaneously, each requiring customization, market adaptation, partner training, turnkey design and production, and close ROI tracking for program improvement.
 

Results

  • 54% response rate internationally
  • Worldwide rollout simultaneously
  • Supporting 14 languages and 5 Theatres
  • Unmatched pipeline opportunity generated
  • Partners currently deploying follow-on plays
 

SCOPE

Company  >  Cisco Systems
Industry  >  Technology, Hardware, VoIP, Emerging Market, Nationwide, Consultative Selling, Communications Systems, Networking, Insurance
Discipline  >  Interactive/Multimedia, Channel Programs, BullsEye!, Direct Mail, Demand Creation, Messaging, Launch Programs, List Development, Sales Training, Program Management