IBN (Network Buyer) - NB standardisation for Band A markets continues to edge closer with Germany and Netherlands next in line for asset approval and activation by mid-May. For a full list of timelines, please refer to the NB IBM communities page for updates.
Security - Security journey standardisation is in full swing globally. There will be three tracks in the standardised journey with a planned launch date of end of Q4 FY20 across English-speaking and Band A countries. Two of the three tracks will be launched in English at the beginning of May. To learn more about the tracks and the journey design, please visit the Security standardisation page.
Small Business (SB) - The SB standardisation is on track and UKI will be live by the end of May. The current plan for France, Switzerland and Italy is to go live by the end of June. We are currently working with Global on final adjustments in terms of content. Several new web pages are in the localization process and will be reviewed shortly. The new experience in the US is already showing some good results:
16.5% Conversion Rate Prioritized to Qualified Demand
8.5K clicks | 12% click through rate on ‘buy now’ buttons | WebEx most popular
$22.4K in bookings
$20.4K in buy now button sales reported by US partners
$2K in bookings from the VDC
Data Center (DC) – The English standardised journey is live and we are now monitoring performance. We are working on the second phase to get the journey localised into band A languages. Wave 2 of content refresh is underway. For additional information visit DC IBM page.
CIO - Global standardised Journey is due to launch on May the 30th in English. We plan to have localised versions of the journey in Germany, French and Italian by the beginning of FY21.
Collaboration – Standardisation for this journey is paused until Q1 due to global resourcing.
COVID-19 campaign update
In Q3 we launched a "Work From Home" digital campaign to support our customers and prospects who need to work remotely or provide virtual learning solutions during the pandemic situation. One of the key messages that we are promoting is "We're here for you" - Webex and Security free trials are offered.
For further detail on this plan please visit Sharepoint.
Paid investment in total 450k$ launched 02.04: RTB, search, social, display, radio (8 Band A + 5 Band B)
Earned / Owned: Cisco.com home page marquee, context banner, social employee advocacy, organic social on Cisco handle
Bi-weekly communication with EMEAR Marketing country Team, weekly update with MLT
Landing page: 52,317 unique visit on WFH page - 20,5% Return Visits on WFH page - average time spent 2:13 - 52,1% from paid search
Trial sign-up: 1.7M Webex free trial / 20K enterprise trial, up to 300% increase in trial sign ups e.g. DUO
Search (good trend) - high CTR 20% (considering covering generic and high volume terms WFH), 33,742 conversions (90% ask for 90 day trial), CPC £0,57, CPL £1,90 - Too early for RTB and social insights
Spend : $44K - Reach : 11.9M on Facebook / 355K on LinkedIn - New Visits : 1,545 - Return Visits : 266
All webex.com enquiries into Outreach platform for automated email touches
Webex VDC enquiries alone up from 150 per week to >2000 per week
Local Webinars are showing good attendance across the region
We are working on a x-architecture plan to support Remote Work, Education and Healthcare verticals. More solutions should be embedded in addition to Webex and security, such as Meraki and Data Center.
COVID-19 global page will be leveraged and localised as well as industry pages. New drive to assets will be offered as well. More to come.
COVID19 Campaign - We have created Adobe Audience Manager segments to track traffic to the global COVID19 page and to the regional Work From Home landing page. These segments can also be used for retargeting and personalization. Get in touch if you plan to run any of these activities.
Among the useful tools supporting the COVID19 campaign, a new Adobe Analytics report has been published with some interesting metrics on the Global COVID19 landing page. The Report is available at https://sc5.omniture.com/x/5_b1qxo
Audiences and Paid Media Integration - Adopting the Q3 Enterprise agreement campaign as a use case we have finalized the integration between the paid media and the audience processes, aligning both with Paid Media Specialists and DWA, end to end from the campaign brief, set-up, trafficking and optimization.
Resources are now available to support the integration
Paid media Incremental Briefing: We are working on including additional fields in the request form so that you can provide audience details at the point at which you indicate the project.
New Algorithmic Modelling Functionality - We are working to roll-out a new functionality on Adobe Audience Manager. Algorithmic modelling helps you discover new, unique audiences through automated data analysis and allows to expand reach. The functionality, currently under development, will be released in the next few weeks.
Please check out the new Paid Media Playbook, this contains everything you need to know about getting started with Paid media and engaging with the team. Save this link as we will continue to evolve this each quarter. As this is a resource for you we are keen to hear your feedback, please let us know your thoughts at: mediaemear_team.
As we are living in unprecedented times, Merkle DWA has produced the COVID-19 B2B Trend Report that dives deeper into the impact of this on digital. Check it out today.
With the increase of home working in mind, we are seeing a 34% increase in unique reach across audio channels. To leverage this we have created a Webex Digital radio ad that is going live in UKI this week, and in other European countries in Q4.
Cisco Connects to Needs-Driven Nurturing with Linkedin Conversational Ads - the media team collaborated with Nadja from the German marketing team and piloted conversational ad formats to generate demand for Data Center. Read more on the great success we had with this pilot.
Congratulations are in order to the 8 members of the Digital team who have now become Google accredited in Google Analytics.
The media team have been collaborating with Facebook on a B2B media first – a Messenger ChatBot for Small Business, that is aligned to our Small business product selector tool. The development of this Bot has entered into the testing phase. Simultaneously, to promote this new bot the team have been working with motion designers from Facebook to produce four interactive ads that will be used as part of our Q4 paid media strategy, to promote usage of the Bot.
The site consolidation initiative was designed to reduce the footprint of Cisco.com globally, with the first phase covering the LATAM sites, and resulted in consolidating 18 country sites into just two (Brazil Portuguese and Mexican Spanish). The second phase covered EMEAR, and will ultimately lead to a 40% reduction in the number of cisco.com country sites in the region, from 42 down to 25. Full details of the project is in this deck.
The first wave was done on 06/04 and included the Middle East sites consolidation, Kazakhstan, Cyprus, Malta & Nigeria. The second wave was completed 13/04 and included Estonia, Latvia, Lithuania and Macedonia.
The new GDPR regulations came into force this year which requires users to proactively opt-in to cookies before we can drop any 3rd party or tracking cookies. The current version has been live since the end of February, and the data shows we are seeing a 20%-25% drop in cookie opt-ins. The objective of the new cookie banner UX is to improve this opt-in rate with the new design due to go live at the end of this month.
The redesigned Small Business journey which went live on the Global site in March is currently being rolled out in other regions. There are a number of new components that were created to support this journey, which are outlined in this deck.
Audit of all Direct Request VDC forms across EMEAR, migrating older Let Us Help forms to Contact Sales
Call Back in 15 now live for 11 countries (with further validation optimisations in progress)
Focus on Demand Reporting for Omni Channel Journey’s and Recycling to ensure as many customers not ready to buy continue their digital experience
Creation of a demand checklist to ensure new experiences are set up in the best possible way
Cross journey demos and trials audit with focus on generating best practice documentation
Optimisation of Outreach seller sequences to expand to all Webex trials. New digital only sequence launched
Virtual Event automation pilot – to feed contacts directly to VDC, Relevant Nurture or Scoring based on event rules with no manual uploads
Launch of the simplified upload process MUSE week of 20/4
Marketing Velocity Activate (MVA) is based around enhancing specific partners’ opportunities to sell into potentially receptive accounts, identified due to a past sale or by having similarity to an existing client. To maximize the value of the accounts identified and aligned to each partner by the Global Partner Digital Team, a selection of tactics, both from Marketing Velocity Central and 3rd-party agencies have been tailored into touch-point strategies that are modular in design.
Differing strategies have been designed for aligned accounts, identified white space accounts and pure prospecting plays. Due to their modular composition, each approach is highly scalable, meaning that a partner with suitable data can be brought to market with just a singular tactic, then have their MVA campaign gradually supplemented with additional elements. All the included tactics are complementary, so whilst able to run independently of one another when working to drive leads, they can also be harnessed together to offer more sophisticated multi-touch methodology.
The core of each campaign is driving accounts already aligned to a partner to a Marketing Velocity Central (MVC) landing page, via a PZN blade on Cisco.com. As this work is done Cisco-side, ABM-focused lead generation driven by Spiceworks, IDG and MRP is underway for eight participant partners already. Using a combination of intent-based keyword research, email outreach and content syndication, the agencies are targeting the identified accounts to drive leads for the partners.
Partners involved so far, span across UKI, Italy, Belgium, Netherlands, Denmark and France, with their campaigns powered by Cross Architecture Small Business data and also Secure SD-WAN-specific. The next wave will see a focus on centralized paid search as the backbone agency-led tactic, which will allow Cisco to control the content focus for search conducted by partners. This will mean a more holistic coverage model for Sprint topics will be achievable across AdWords due to the extension of media budgets through nominated partners.
CDW in the UK is the first to go live in Market for Secure SD-WAN and their tactics include a blade on Cisco.com with a specific bottom of funnel offer – this blade is personalized to their identified account base, and leads off to a landing page. Alongside this are Eloqua led emails to that list, again driving to the bottom of funnel offer. From CDW side they are wrapping their own tactics to drive traffic to that offer, including paid social via LinkedIn and ABM activity from the agencies above.
Social Selling Training
To date they have delivered sessions to SB Sales MEA, SB Sales Ops EMEAR and EMEAR & APJC X-Sell teams and sessions are planned for Cisco Capital teams. Attendees are guided through the eight steps to social selling success in an interactive workshop with relative tips, case studies and best practices. Attendees are also encouraged to join LinkedIn Elevate and access the Social Ambassador Kick Start email training series to further enhance their skills. Training sessions can be requested here: www.bit.ly/EMEARSocialForSales
Small Business Sprint: Advocacy Contest
Team members were encouraged to share content to support the Small Business Sprint to drive engagement with their network – this content consisted of marketing and third-party content uploaded to Elevate as well as independently sourced content shared individually via the Elevate platform. Users performance was measured by overall engagement and increase in SSI (social selling index) score. The overall increase in number of shares was small (25.46%) but the focus on authentic, valuable sharing helped to increase engagement by 65.91% and clicks by 214.7%. The team averaged an SSI score increase of 9.34% across the contest period. We are working to formalise the process for contest set-up and will deliver this in an upcoming Weekly EMEAR Digital Update. In the meantime if you are interested in running a similar contest please reach out to Jemma Smith on the EMEAR Social Media Team (firstname.lastname@example.org)