Culture Clash—One Large B2B Company’s Journey to Customer-Centricity
Speaker: Bob Meindl | Director of Content Marketing, Americas, Cisco
How hard is it to change the wheels on a bus while it’s moving? Turns out it’s pretty hard.
Close your eyes and think about a marketing organization that starts everything with the customer; they turn true customer insights into personas and then use those insights to allocate budget, decide what to write, determine where to publish and then ruthlessly optimize based on performance. Now think about a large B2B company that has traditionally gone to market based on product line. How much more difficult would it be for them to switch gears to a customer-centric model? Yep, pretty tough. But not impossible.
Join us for this session where we'll share how Cisco is transforming the people, processes, and technology in their worldwide marketing organization to meet the challenges of an empowered, digital customer. P.S. some of it’s working out great and some of it, well, let’s just say there are still opportunities for improvement.
At the end of this session you will be able to:
- Understand an example of how strategy influences organization and process
- Apply a unique content creation and publishing model
- Recognize common—and not so common— pitfalls to watch out for when building a content organization