Posts tagged with Cisco

Five examples of B2B companies achieving success in social marketing

While it’s fairly common for consumer brands to shout about their successes in social media marketing, finding convincing B2B case studies is a far more difficult task.

According to a recent survey, a majority of UK businesses (64%) are using social media as a marketing tool, with the most popular reasons being for brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%).

And social has certainly proved to be an important marketing and sales channel for Econsultancy, even though we do occasionally have difficulties working out the exact ROI.

However it still accounts for only a fraction of the traffic and leads for US B2B websites according to data from Optify. Overall, social accounts for 1.9% of traffic compared to 41% for organic search.

Even so, to try and shed some light on the benefits of social marketing, I've found five examples of B2B companies that have achieved success using social media.

B2B marketing is also one of the categories in #TheDigitals, our new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.


Q&A: Cisco's Doug Webster

doub webster ciscoEngaging. Compelling. Fun. Viral. All terms you don't think of when you think of B2B marketing, right? Well, think again. Or better yet, read on to learn how Cisco is making content fun...and even funny...and nevertheless sells million-dollars routers and other high-tech infrastructure technology.

Doug Wester, Cisco's director of strategic communications in Cisco's worldwide service provider marketing division shares all.

Q: How long have you been at Cisco and what specifically do you oversee?

Doug Webster: I’m a senior director of our service provider marketing team, and I’ve been at Cisco for 12 years now. I came in from an acquisition years ago. Now I’m in charge of or leading our go-to market marketing for our service provider line of business. When we do marketing, it’s through—any company that offers you broadband, television, phone, or mobile services. These are very big companies, some of which have over 100,000 employees. They tend to be global in nature, and because of their size, the overall link to the sales engagement can actually be quite long, oftentimes two years.


Case study: Cisco's Digital Cribs

For companies looking to change consumer perception of their products, user generated content can be an excellent route of outreach. But asking people to submit content and spreading positive word of mouth is not always synonymous.

At the CMSummit in New York this week, Cisco demonstrated a way that the two can work together —  through a guided user generated contest.

As the company learned last year, only 60% of homes in the U.S. enabled with broadband have installed home networks. And that's not for lack of money or technical skill. According to Ken Wirt, Cisco's VP of consumer marketing:

"The number one reason for not having a home network is confusion. People say: 'I don't know what I'd do with one.'"

That is a problem Cisco set out to fix with its Digital Cribs initiative.


Everyone wants in on real-time search — especially hackers

In the battle to get real-time results into search engines, there's one business that stands to benefit a lot: spam. It's simply a fact of social life online that as Google, Microsoft, Facebook, Twitter and others all struggle to provide the most relevant up to the second information, they are ceding quality control of results.

And that's only natural. Search engines have to relax their algorithms to get the most current information, which makes it exceedingly easy for spammers to win a spot at the top of search results pages. And as spamming gets easier for hackers, it also gets harder for digital marketers to get their results up on the page. Is there anything to be done about it?


Cisco launches new hosted social network platform

Two years ago, Cisco raised some eyebrows by purchasing two social networking companies - Five Across and

The acquisitions were curious because Cisco is best known as a manufacturer of networking and telecommunications equipment.