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CASE STUDIES - CISCO

Bring a US telecoms manufacturer together with senior business leaders and gather quality sales leads.

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CHALLENGE

Networking equipment specialist Cisco sought to generate sales leads and raise awareness of its strategic business services by engaging with very difficult to reach, senior executives heading major multinationals in Asia.

To reach this elite business audience as peers on a one-on-one basis, Cisco needed to go beyond conventional channels, such as tendering and trade shows.

Cisco exceeded its targets through a four-month Going Global campaign with The Economist Group.

HOW WE DID IT

The Asia Business Outlook Survey is an annual research initiative by The Economist Group. The survey gathers opinion about the state of Asia business from senior executives of 500 of the world’s largest multinationals in the region. These executives are leaders in all major business sectors, such as pharma, finance, retail and energy.

Widely reported, the survey is accompanied by business summits and lively debate among respondents, analysts and observers.

As a leader and convener for the Asia Business Outlook Survey 2012, Cisco became a central figure in the trend forecasting initiative. This enabled Cisco to associate with Asia Pacific business leaders on a peer basis and obtain valuable sales leads.

RESULTS

Achieving a high ROI, Cisco considered the initiative a success, based on the following metrics…

· 516 quality sales leads collected via website, plus 248 via banner registration campaign
· Direct customer engagement with 2,500 senior executives (multinational CEOs, MDs, Strategy Directors, CFOs)
· Face-to-face interaction with over 200 qualified C-level executives
· 620,758 interactions via the survey website, with high engagement levels based on page expansions and dwell duration
· Wide media exposure via BBC, CBNC and CNN and others