The Problem: Cisco-Resistant Small-to-Medium Businesses

Small-to-medium businesses were reluctant to consider Cisco’s products, assuming they were too expensive for smaller companies, and that Cisco would be unwilling to provide needed support to smaller purchasers. Because of this perception, Cisco was unable to compete effectively versus Linksys and 3Com.

The Solution: Strategic Lead Generation Program

Strand & Associates created a direct marketing and customized web site program to reach out to smaller companies. This relationship-oriented approach allowed Cisco to communicate all the details of its products’ advantages for small- and medium-sized companies in a compelling, digestible, customer-friendly way.

The Results: Big Increases in Lead Generation and Conversion

This program not only expanded Cisco’s existing database of small and medium businesses, but also quantifiably improved lead generation and conversion. More than 65% of Cisco’s direct response leads during the period of this program were attributable to it, and conversion rates during the life of the program improved by 6%.