Cisco connects to needs-driven nurturing with Conversation Ads

• CISCO’s data centre solutions cater to a broad range of buyer needs, with separate product lines for modernising, automating and securing a data centre
• The main marketing challenge for the business is connecting the right buyer to the most relevant solution – especially since it’s difficult to anticipate their exact need based on data alone

• CISCO and its agency DWA Media developed a Conversation Ads campaign that asked the target audience about their data centre needs: modernisation, automation or security
• The conversation then guided buyers through different options for each stage of the funnel: downloading eBooks, watching expert video talks, registering for webinars, booking demos and speaking to a product specialist
• DWA Media’s targeting strategy reached likely data centre buyers, and retargeted visitors to the CISCO data centre website

• Reaching audiences through the LinkedIn Messaging experience, the Conversation Ads generated an open rate of over 62% and a click to open rate of over 7.6%
• The campaign generated leads at a rate of over 14.6% and a cost per lead (CPL) significantly below CISCO’s targets

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