Cisco’s passage to the new world of customer-driven marketing
So now I think I will let somebody else explain it – Cisco.
From Target Marketing Magazine, we have this article about how Cisco is measuring and using Engagement to drive higher close rates on leads. There are some really interesting phrases spoken by the marketing folks in this article you should pay attention to:
In the old world, a campaign was temporal in nature. In the new metaphor, the campaign is always on
need to shift from disruptive model to an engagement model
moving from a monologue, where we just send e-mails to people and they respond when they can, to a wave, where we are actually creating a dialogue with that customer
customers will self-propel through the buying cycle
self-serve themselves into the buying experience as they need to
be more responsive to customers when they’re leaning forward
listening to your customers is an ‘old world’ phrase, and it means something different in the ‘new world’
empowering a customer to move through the sales process on his own
new type of evangelist to do marketing this way versus doing marketing in the disruptive manner
Not outbound sledgehammer to the head every week?
It’s a story of using the LifeCycle, of measuring Engagement and dis-Engagement, in action. When the customer is Engaged, you leave them alone. When they start to dis-Engage, you open a dialogue . It is really as simple as that. It’s a dialogue based on behavior.
This marketing team took Cisco’s lead quality from 13% of leads expected to close to 75% expected to close. “Expected” here means so darn likely these leads get added to the sales forecast. That’s my kind of “expected” – 90% actually close.
Gotta be some smiling folks in that Sales department. And those kinds of numbers are common with Relationship Marketing, in both B2B and B2C. It’s just a better model.
Here’s another link to the article: A Paradigm Shift
So a question for you: Have we forgotten the essential premise of the web – Interactivity? What’s the word “Interactive” mean to you?Share: