Case study - Cisco

“With a refreshingly honest and open approach, the Velo team bring an abundance of creativity, energy and professionalism to the table you just don't get with others.”

 

JA, Partner Marketing Manager, EMEA, Cisco Services

Client background

 

With over 70,000 employees around the world, Cisco technology has been powering the internet since 1984. We’ve been working with this global technology titan as its agency of choice since 2011.

 

We work primarily with the software and services divisions and their teams across EMEAR, the Americas and APAC.

 

Velo has supported the Cisco team across marketing, communications and creative activities since the agency’s inception.

Challenges

 

Like many international IT businesses, Cisco operates a channel model. This means the company’s B2B marketing must engage and influence customers directly and its global workforce, but also a huge partner and distributor channel who influence customer decision-making.  

 

As a business, Cisco is increasingly focused on software and services to drive recurring revenues. To achieve this, marketing initiatives focus on customer success and customer experience as part of the core strategy. This is a considerable change for a business founded on hardware.

Partnership approach

 

We work in partnership with many Cisco teams, often working with up to 100 different Cisco contacts each week across our projects. There’s isn’t a day that goes by without someone on Webex Teams, talking through a project with a Cisco colleague. But we're only considered an extension of their team because we add value at each stage.

 

Each team leans on our full-service capabilities to plan and execute marketing communications and campaigns that make a difference. 

 

Acting as an internal team makes it easy for Cisco to work with us. We fully understand Cisco’s strategy and challenges and use our expert partner knowledge to ensure every decision has the right impact. 

 

We make every interaction count - from stakeholder management to brand knowledge to using Cisco’s tools and understanding the storytelling that works for its global audiences.  

 

With a multi-national company like Cisco, employee turnover is commonplace, so we’re adept at integrating with new members of the team, demonstrating our credentials as an agency that endures. 

Insight & marketing planning
Campaigns & activation
Branding & Visual Identity
Creative & copy
Video & photography
Full stack development

Highlights so far

 

  • We drove £2m in pipeline in just six weeks with our Cisco Technical Knowledge campaign targeting less than 50 contacts. We conceived and executed numerous tactical campaigns using ABM techniques.
  • The Customer Success videos we produce in-house have been featured at every annual Cisco Live & Cisco Partner Summit for three consecutive years.
  • Chuck Robbins, Cisco CEO has used sales support content we’ve produced, including videos and presentations.
  • We managed the Cisco Customer Success programme in EMEAR to build compelling stories that helped Cisco’s software and services sales team. This included producing messaging, video and written case studies.
  • We developed all the marketing materials for the Cisco Services’ Icebreaker program to generate leads. This included emails, templates, newsletters and communications.
  • We produced all the marketing campaign material for Cisco Lifecycle Advantage and managed the execution of communications across EMEAR. This was an award-winning customer experience program.

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