Overview
Cisco Partner Marketing Doubles Engaged Audience with a Smarter Content Strategy
With a global network of over 60,000 companies, Cisco’s partners are the engine of its business, accounting for more than 80% of its annual revenue. Keeping these partners educated on all of Cisco’s offerings is mission-critical. However, Cisco’s many disparate digital properties made it difficult for partners to find the content they needed, so the Global Partner Marketing team was tasked with improving the partner experience and increasing their digital marketing maturity.
The Challenge
Improving the Partner Experience with a Scalable Solution
The sheer size of Cisco’s partner network meant that the Global Partner Marketing team needed a simple and scalable way to enable its partners. Their primary challenge was to reduce the friction partners faced when trying to access critical educational content. They needed a unified solution that would make it easy for partners to find and consume the information necessary to market and sell Cisco products with ease and confidence.
The Solution
Delivering a Frictionless, “Bingeable” Content Experience
The Global Partner Marketing team used PathFactory’s Content Tracks to create bundles of content specifically designed for partner enablement. This new approach drove over 400 partners to these content tracks, which combined multimedia content—including videos, PDF guides, and even platform log-in capabilities—into a single, unified browser experience.
This shift to a frictionless, “bingeable” content experience proved to be a powerful strategy. By simplifying access and providing all necessary resources in one place, the team saw a meaningful increase in content consumption, which led to greater platform adoption and better usage of marketing funds by partners.
The Results
Delivering a 202% Increase in Engaged Audience
The new content strategy delivered significant and measurable results. The team saw a 91% increase in overall content consumption, proving that making content easier to access directly translated to higher engagement. This led to a 202% year-over-year increase in their engaged audience, a powerful indicator of a healthier, more active partner network.
The team’s efforts also had a direct impact on partner behavior, leading to a 25% conversion rate on partners logging in to the platform directly from the content tracks. By simplifying the experience for their partners, Cisco successfully educated them and empowered them to sell and market more effectively.