EVENT

Four years ago, CIOs viewed Cisco as a trusted technology vendor – but not necessarily a trusted business partner. That perception has shifted dramatically, especially among CIOs from the Fortune Global 500. Marketing has played a critical role in this achievement, and Karyn Scott has been at the forefront of identifying the differences in marketing to C-suite executives and implementing marketing strategies and programs that succeed with this sought-after audience. As Cisco’s Global Lead for CXO Relevancy, and the Program Director for Cisco’s highly regarded annual CIO Summit and related portfolio of regional CIO events, Scott and her team have helped pioneer an audience-based approach to intimacy events and marketing that emphasizes the customer in strategy. This approach marries the key conversations business executives want to have with Cisco, and the key messages Cisco wants to take to market, to create engaging discussions that drive deeper customer intimacy. Come join the Northern California Business Marketing Association for this informative discussion and listen to examples of how Cisco achieved trusted advisor status and how marketing to C-level customers differs from selling technology solutions. Learn about how this approach is being successfully implemented in Cisco’s smaller geographic regions with limited marketing budgets, and how you can apply Cisco’s best practices to your own marketing strategy.