Emma Roffey, Marketing Director EMEAR, Cisco, on how companies are prioritizing customer advocacy by leveraging the power of content marketing.

1. How companies are
prioritizing customer
advocacy by leveraging the
power of content marketing
Emma Roffey | Marketing Director EMEAR, Cisco
THE MARKETING TRANSFORMATION:

3. It’s not about the pen.
It’s about the needs of the buyer.
It’s about what motivates the buyer to action.

4. From vendor vanity
to audience centricity

5. The beginning…

6. To inspire People to Prefer, Chose & Advocate CiscoTo inspire people to prefer, choose & advocate CiscoPurpose
To be an innovative leader in real-time, personalized
marketing and communicationsVision

7. Country
Centric

8. Hire me!

13. A new way of
thinking and
planning

15. Customer First Content

16. New engagement scoring
A more engaged customer is more likely to buy.
New engagement scoring.
A more engaged customer is more likely to buy.

18. EFFICIENCY HighLow
ENGAGEMENT
Low
High High Engagement
Highly Efficient
• Content is resonating
• Drive to is bringing the right Audience and garnering
subsequent engagement activities
Low Engagement
Highly Efficient
• Content is resonating
• Content not getting enough exposure
• Was there a call to action that went along with the
content?
Low Engagement
Low Efficiency
• Content not resonating
• Content not part of major drive-to
High Engagement
Low Efficiency
• Content not resonating
• Significant drive-to
• Is the call to action relevant or consistent with the
content?
Action
Consider Elimination
Action
Re-write
or Re-purpose Content
Action
Stay the Course
Action
Increase Exposure

21. Our advocate hub: home to
your most passionate
customers, giving them a
platform to voice their
enthusiasm about your
company through interactive
challenges.
The Cisco Gateway

23. Advocate Recruitment:
Personalised Video
Phase 1 Results:
• 408 people watched video
• 244 customers joined
• 60% of video viewers converted
• 16% overall conversion rate on initial
send

24. “This is the first time I’ve
received an invite like this, and
it was surprising to receive
it from Cisco! Very cool!”

25. The Gateway Results
• 7,247 challenges completed
• 678 all time invited advocates
• Average acts of advocacy: 11.1

26. Our Top Advocates:

27. How We’re Transforming
Customer Storytelling

28. UGC Customer Stories
• 644 social shares in 5 business days
(2,018 in < 1 month)
• 6.7% conversion rate on embedded CTA
(3 times higher)
• 4 UGC customer stories in 2 months
• 18 more customers have already volunteered
to tell their stories in this format
• Upshot stories 75% cheaper on average than
standard EMEAR agencies

29. Embrace a new model
Army of
Advocates

30. Key Learnings
1. It’s all about the people
2. Culture eats strategy for breakfast
3. Don’t underestimate the time is takes to
recruit the right people
4. Disproportionate need for process, and
clarity around roles and responsibility
5. Unleash the creativity in your teams and
take risk

31. Thank you