Cisco
Digital Transformation
Engagement Overview
At a defining moment for Cisco’s digital identity and product strategy, Ravine Association collaborated with digital leadership to build a stronger goaling approach, strategic framework and analytics best practice to inform the business and brand teams across Cisco. The result of this work accelerated Cisco’s brand campaigns, go-to-market, demand generation and account-based marketing initiatives.
Digital Transformation
The global digital leadership team at Cisco had a successful practice in place, but consulted with RA to identify and execute a best in class, digital-first strategy to improve goal setting and media spend alignment across internal and external resources—from .com, omni-channel, MarTech, insights and analytics, to brand.
Omni-Channel Activation
Worked closely with .com teams, brand creative and business units on The Never Been a Better Time campaign and Network Intuitive launches to help maximize awareness to drive MQL/SQL conversion to their robust pipeline. The results brought a stronger connection between brand and demand.
Customer Experience
Understanding the Cisco customer journey and intent can be challenging and overwhelming. RA worked with Cisco teams to identify touchpoints to reach these customers where they are. This effort lead to better spotlight storytelling opportunities to drive revenue and brand awareness.
Informing Cisco’s Digital Transformation Strategy
RA was engaged to help orchestrate stronger digital-first thinking for the already mature digital practice at Cisco. This included campaign evolution, organizing an internal digital summit in San Francisco with global marketing leadership, influencing brand creative, MarTech architecture and implementation, omni-channel strategy and stronger data driven insights and analytics input to enhance post campaign activities.
Ignition Moments
Working closely with the Cisco.com leadership team, RA helped concept and solve the problem of sustaining a campaign after the first media spend has been exhausted. In many large-scale campaigns, activation moments can be overlooked. These types of smaller content ideas can breakthrough the clutter and message of the general campaign. Using the Never Been a Better Time handle, a number of supporting content concepts were created, taking on topics important to Cisco’s overall business objectives—from IOT, The Olympics, and Incubation labs sponsored by Cisco, to Smart cities. Although not produced directly, the strategic importance was adopted for further campaigns and pivots for the business.
Integrating Cisco’s Campaign Initiatives
As a larger part of our engagement, we worked to create stronger process and best practices for Cisco.com. This included internal integration between business unit, brand team, media teams and digital leadership, as well as design thinking workshops. We influenced MQL/SQL practices to better integrate product like Salesforce, Adobe Experience Manager, Oracle, and other attribution products to identify campaign metrics and publishing excellence for the best customer experience—all with an eye on revenue.
Home Page UX / UI
To support the revitalization of Cisco.com, a new brand identity was rolled out. As a core Cisco asset, Cisco.com is often one of the first experiences their audiences have with the brand. As such, the website needed to be refreshed to reflect this new brand direction. This included providing users with easy access to the content they find the most helpful, as well as a better mobile-optimized experience.