How Cisco used consumer-based marketing strategies to reach b-to-b clients

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB Inside Technology, 7/20/10

Networking heavyweight Cisco Systems is definitely a household name, but its products—not so much.

Very few Americans outside the technology realm know what the company does, and even fewer know the names or categories of products it sells. “The equipment that we market is rarely seen,” said Doug Webster, director, strategic communications, worldwide service provider marketing. “[We sell] massive pieces of intelligent networking equipment that comprise the next generation of the Internet and enable providers [such as broadband providers, cellular carriers and telcos] to offer their services. Our previous marketing efforts tended to be very targeted at those key folks and took on more of a technology bent.”

Read more

Want to partner with IDG?

Click here to get started