Digital Strategy and Enablement
90% of buyers say that when they are ready to buy, they will find you. (Source) Implied: “Until then, leave me alone and stop interrupting.”
64% of buyers say content had a significant impact on their buying decision. (Source)
46% of buyers list ‘web search’ as their first place to go to find information. (Source)
Demand generation is creating awareness and interest in a company’s product and/or service through targeted marketing activities. It may include multiple inbound and outbound touch points like social media, web, mobile, email, telemarketing and video. These tactics drive the customer along the buying journey, provide sales with leads and increasingly, culminate with B2B ecommerce transactions.
At Cisco demand generation provides real-time content to our customers based on previous digital engagements, personalizes content and offers for the customer through segmentation/ targeting, gathers invaluable information on the customer to share with our partners, automates the passing of qualified leads to sales, and enriches outbound calls by using inbound data.
Demand Generation is driven through 3 channels at Cisco: Direct, Partner and Reasons-to-Call/ Global Virtual Sales (RTC/GVS). Direct Sales Qualified Lead (SQL) value is 71% outbound and 29% inbound, Partner is 99% outbound and 1% inbound, and RTC/GVS is 100% outbound and 0% inbound. Of the $3.8B in SQL value generated YTD, 39% is from direct, 42% is from partners, and 19% is from RTC/GVS.
Activities implemented on Cisco.com to improve demand generation results include:
Demand generation highlights: