B2B Marketing Exchange · 2025-01-15 · 37 min
In this episode of the B2BMX Podcast, you’ll get a glimpse into the work of Britney Bartlett, VP of Global Field Marketing for Cisco. Cisco competes in highly competitive and complex markets, providing customers with solutions to their most critical technology issues, but the way B2B customers research, evaluate and purchase technology has exponentially changed in recent years. In response, Cisco needed to modernize its marketing engine to drive growth, and had to shift from scale-based to account-based marketing to strike a balance between targeting its most valuable customers and ensuring they invested in the most effective marketing levers to drive demand. Britney took the stage in Alpharetta to share firsthand strategies, techniques, lessons and even cautionary tales of the company’s journey toward a successful account-based model. You will hear about: How Cisco achieved its goals, resolved roadblocks and learned from challenges; The impact its marketing evolution had on Cisco’s teams and its alignment with sales; A great example of how a truly integrated customer-centric approach produced one of Cisco’s most significant opportunities.
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