3marketeers | Creative | Case Study: Cisco Demand Creation


"BullsEye! is awesome. Cisco Channel Partners are able to target prospects and get a 30%+ response rate."
Marketing Manager, Insurance Vertical
 

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.

Selling through vertically oriented partners is a key to their market expansion success. Supporting Channel Partners to quickly generate leads in the Insurance market with Demand Creation sales programs was needed for their phased market introduction.
 

Solution

3marketeers took a leadership role working with the Cisco Insurance Vertical Marketing Programs Director and Channel Partners. Our team created, designed, messaged, programmed, provided sales partner training for, and deployed highly effective BullsEye! Demand Creation programs with 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

  • 37% response rate
  • Nationwide rollout currently in process
  • Channel sales teams extremely receptive
  • "Guerilla" technology helps position solutions
  • Scalable program enables messaging refinement
 

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