Overview
Cisco Boosts Customer Adoption and Revenue with Post-Sale Content
Cisco’s success relies not just on selling products but on ensuring customers realize their full value. The company knew that for their subscription products, early adoption was a key predictor of long-term retention. To improve technology adoption in the post-sale stages, they needed a strategy that would engage customers and empower them to self-educate quickly and easily.
The Challenge
Tackling Low Customer Adoption and Retention
Cisco understood that customers who adopted products within the first 30 days of a subscription were 80% more likely to realize the full value of the technology and, ultimately, renew. The team needed to find a way to make it simple for new buyers to find and consume the educational content they needed to accelerate this critical adoption process. Their challenge was to move beyond traditional, static resource pages and create a dynamic, personalized experience that would guide customers on their journey to success.
The Solution
Creating an “Always-On” Universe of Educational Content
To solve this, the team launched a series of data-driven content tracks using a sophisticated technology stack, including PathFactory and Eloqua. This move created a seamless, always-on universe of educational content for new customers. With this new approach, customers can now self-educate at their own pace, helping them realize the full value of their solutions faster.
By combining data with effective tools like PathFactory, the team was able to create more than 100,000 highly personalized engagements with customers. This provided a guided path to success and ensured each user’s experience was tailored to their specific needs.
The Results
Delivering a 3.5X Increase in Adoption
This new content strategy delivered significant, measurable results for Cisco. The team saw a remarkable 3.5X increase in adoption linked directly to content engagement. This boost in customer success had a direct impact on the business’s bottom line, leading to a 24% increase in closed-won revenue. The implementation of a dynamic, post-sale content experience proved to be a powerful strategy for driving both customer success and business growth.