A demand gen campaign built on audience insight.
Cisco, a leader in IT, networking and cybersecurity solutions approached us to support their Datacenter business and their efforts to engage with existing Cisco end-users across Europe, Middle East, Africa and Russia (EMEAR).
Objectives
Provide insight and clarity on existing customer satisfaction post-sale engagement, matching lead categories to Cisco’s internal SFDC scoring system.
Deliver leads and pipeline revenue through the creation of a structured reporting cadence and dashboard.
Target Audience
End User Commercial Customers – Cisco Install Base
Geographic Coverage
EMEAR
The Solution
The priority in the brief had been to deliver clarity and insight on their end-users, however, in doing so TBT were able to obtain robust post-sale insights, which would go on to generate qualified leads for their Unified Computing System (UCS) solutions.
By creating a dynamic campaign, we helped Cisco understand post-sale product, aftersales service and pricing satisfaction, combined with discovering new opportunities. This meant we could prioritise core messaging dependent on where in the buyer journey a possible lead was. Drafting a calling script to match, based on a dynamic lead qualifying digital survey and transferring actionable knowledge and insight to the calling team.
Working collaboratively with Cisco, to define a mechanism to segment data and report leads, TBT ensured all campaign recommendations were based on sustainable insight as a result of the activity that matched Cisco’s requirements and internal systems.
What We Delivered
- Strategy Workshop
- Data Cleansing and Segmentation
- Dynamic Digital Survey
- Lead Scoring Categorisation Dashboard
- Actionable Customer Insight
Results & Outcome
“We invited TBT to gather some customer feedback, but we actually got so much more – The whole setup, process and approach of TBT meant they not only gathered feedback, but they also uncovered and shared clear and pursuable leads, as well as a well-structured and detailed reporting mechanism”
Head of EMEAR Datacenter Business Operations and Product Management
