How Cisco Re-imagined Its Demand Strategy To Maximize ROI

01/15/25 • 36 min

In this episode of the B2BMX Podcast, you’ll get a glimpse into the work of Britney Bartlett, VP of Global Field Marketing for Cisco. Cisco competes in highly competitive and complex markets, providing customers with solutions to their most critical technology issues, but the way B2B customers research, evaluate and purchase technology has exponentially changed in recent years.

In response, Cisco needed to modernize its marketing engine to drive growth, and had to shift from scale-based to account-based marketing to strike a balance between targeting its most valuable customers and ensuring they invested in the most effective marketing levers to drive demand.

Britney took the stage in Alpharetta to share firsthand strategies, techniques, lessons and even cautionary tales of the company’s journey toward a successful account-based model.

You will hear about:

How Cisco achieved its goals, resolved roadblocks and learned from challenges;
The impact its marketing evolution had on Cisco’s teams and its alignment with sales;
A great example of how a truly integrated customer-centric approach produced one of Cisco’s most significant opportunities.

RELATED LINKS:

Learn more about Cisco here.
Connect with Britney Bartlett.
Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz.
Register for B2BMX West and get 15% off by using the code: MXPOD15
Follow us on LinkedIn and X.

Britney took the stage in Alpharetta to share firsthand strategies, techniques, lessons and even cautionary tales of the company’s journey toward a successful account-based model.

You will hear about:

How Cisco achieved its goals, resolved roadblocks and learned from challenges;
The impact its marketing evolution had on Cisco’s teams and its alignment with sales;
A great example of how a truly integrated customer-centric approach produced one of Cisco’s most significant opportunities.

RELATED LINKS:

Learn more about Cisco here.
Connect with Britney Bartlett.
Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz.
Register for B2BMX West and get 15% off by using the code: MXPOD15
Follow us on LinkedIn and X.

Previous Episode

A Lesson In Behavioral Science & How To Apply It To B2B Marketing

We’re kicking it back to Alpharetta, GA this week to replay a unique keynote from B2BMX East. Tune in now for an introduction to Behavioral Science, the study of how humans really make decisions, courtesy of Shirin Oreizy, Founder & CEO of Next Step.

During this keynote, Shirin shares Behavioral Science principles every B2B marketer should know, as well as real-world examples of how Behavioral Science is applied to B2B marketing challenges — from increasing adoption with new customers to increasing the lifetime value of existing customers.

Plus, hear from Shirin herself during an interview she had with co-host Kelly Lindenau on the show floor at B2BMX East!

RELATED LINKS:

Learn more about Next Step.
Connect with Shirin Oreizy here.
Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz.
Register for B2BMX West and get 15% off by using the code: MXPOD15
Follow us on LinkedIn and X.

Next Episode

Award-Winning AI Strategist Shares A Practical Blueprint For AI-Powered Team Success

As AI continues to make waves in B2B, we have to remember the true competitive advantage lies in how we leverage the technology itself to enhance the human experience. In this episode, you’ll hear from Daniel Englebretson, an award-winning AI Strategist, who will unveil a practical blueprint for empowering your B2B marketing team to orchestrate human-centric experiences.

Daniel will discuss how to develop and implement an AI toolkit that empowers your entire team to achieve 100x productivity gains while delivering personalized, impactful marketing that resonates with your audience and aligns seamlessly with sales. Get ready to walk away with: