How Cisco learned exactly what type of content generates the highest engagement
Cisco Systems, Inc is a San Jose, California-based multinational technology conglomerate that develops, manufactures, and sells networking hardware, software, and telecommunications equipment. Cisco currently ranks #63 on the Fortune 100, with 2021 revenue coming in just under $50 billion.
Michael Ballard, Senior Manager of Global Omnichannel Marketing, and Tori Salmon, Digital Content Development Manager, had a two-part challenge.
First, they wanted to increase awareness and demand for their offerings to network providers.
Second, they wanted to turn their automated awareness campaign into a learning engine. The goal was to use the awareness campaign as an opportunity to learn what kind of messaging their prospects engaged with and then use those content insights to guide their future omni channel communications with this audience.
Tori started by outlining the content for each email in the customer's journey. Motiva then designed a Message Test for each email and developed several subject line versions for Tori to choose from.
Tori approved the final content for the tests and handed the creative off to be developed by the Cisco Marketing Ops team.
The flow rate for contacts in this test was relatively low (about 150 contacts per week), but after about 5 months, clear patterns began to emerge and it was easy to see what worked, and what didn't. (The more contacts we have to work with, the faster we can gain insights into audience segments.)
Motiva was able to determine that for this audience segment, they responded to messaging that was direct, straightforward, and spoke to their experience. They engaged with emails that allowed them to assess their own circumstances to see where they could save money, manage demand, and gain a business advantage. They liked practical, "how-to" content.
In collaboration with Motiva, Cisco's team formalized the content insights generated through their message testing to develop guidelines for Tori and other content specialists at Cisco to effectively communicate with this audience in the future.
They will continue to test on other campaigns using clickthrough rate experiments and Segmentation Intelligence like Motiva's Persona Reporting to get even more targeted in their outreach.
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