Cisco SMB Partner Campaign Kit - EN - US

The one-stop shop for all the marketing content resources you need around small and medium business.

SMB Partner Campaign Kit

Updated: November 2022

Introduction

Table of Contents, Updates, and How-To-Use this Campaign Kit

How to use this campaign kit
SMB Overview
The Hybrid SMB
- Messaging and Strategy
- Copy blocks
- Social media kit
- Email copy
- Landing page copy
The Safe SMB coming FY23 Q2 & Q3
The Remote SMB coming FY23 Q2 & Q3
The Smart SMB coming FY23 Q2 & Q3

How to use this campaign kit

For New Marketers

Review campaign background
Market opportunity, solutions, audience
Set your campaign goals
It is important that your goals align with the goals of your sales team and practice leads. Set SMART goals: Specific, Measurable, Achievable, Relevant, Time bound
Access campaign in MVC (link coming soon)
If you are a first-time user, you will need to accept the terms to create your account.
Link your social media (learn how)
Upload your contacts (learn how)
Leverage customer-facing sharable content across your digital activities (link coming soon)
Set up a microsite (learn how)
Send emails through MVC (learn how)
Measure your success (learn more)

For Experienced Marketers

Review campaign background
Market opportunity, solutions, audience
Set your campaign goals with your Cisco Partner Marketing Manager
It is important that your goals align with the goals of your sales team and practice leads. Set SMART goals: Specific, Measurable, Achievable, Relevant, Time bound
Build an inbound marketing strategy
Leverage content in this kit to draw people in via social media, blogs, and sharing compelling content
Build an outbound marketing strategy
Leverage content in this kit to reach out to prospects via email and paid media
Measure your success against the SMART goals you set at the beginning of the campaign lifecycle

Overview

Get the background information you need around SMB for Cisco

Learn

Learn:

Get the background information you need around Small and Medium Business for Cisco

Defining Small and Medium Business

Why the change from Small Business to SMB?

Cisco decided to align to the industry standard term for the segment - Small and Medium Business or SMB.
This change allows you and your team to leverage Cisco's brand and campaign messaging without alienating larger small or medium sized businesses within the SMB space.
This term change does not affect how the SMB segment will be defined for targeting purposes.

How does Cisco define Small and Medium Business?

From a sales perspective, an SMB must have a wallet ≤$200k or bookings ≤$50k
For marketing targeting purposes, Cisco designates a small and medium business if they have between 1 - 499 employees.
Cisco further divides the SMB segment into two distinct profiles:
- Single Solution Buyers (1 - 49 employees)
- Portfolio Customers (50 - 499 employees)

Cisco's SMB Manifesto

As a small and medium-sized business, we know your work is never over. Increasing operational efficiency; planning and hiring for your next stage of growth; or providing exceptional customer service – wherever you’re taking your business, Cisco’s cloud-managed solutions for SMBs save you time and simplify your security so that you can focus on what matters the most.

We help you create the workspace of the future by bringing together best-in-class networks with collaboration endpoints and smart devices.
We enable your teams to succeed in a hybrid world by providing secure connections and seamless collaboration, no matter where you are.
And we empower you to maximize your technology by providing simplified visibility, management, and control.

Whether you're just starting your journey to the cloud, or your business is reaching new heights, we invite you to join the millions of small and medium business customers who trust Cisco with their business.

Cisco Small and Medium Business: Today’s solutions for tomorrow’s growth.

Source: IDC

Return to Chapter Index

Customer Value Proposition

What is the Cisco SMB value proposition to customers?

Through the power of our cloud-led portfolio, Small and Medium businesses can deliver flexible solutions that drive exceptional outcomes for their businesses. With rapid deployment, ease of management and security embedded into the core of everything we do, our portfolio building blocks help enable employees, enhance workspaces anywhere, and empower IT management through visibility and control.

And with affordable solutions priced to fit individual needs, Cisco’s flexible integration capabilities give SMBs of any size access to unlimited scalability, enabling them to accelerate their growth at their own pace without sacrificing critical infrastructure.

Why?

For our SMB customers and prospects, we have simplified how we position our product portfolio by organizing our messaging around specific sets of product families that can be grouped together around ideal experiences for SMBs. This approach allows us to offer a clear cross-functional story that highlights how our products work well together to deliver exceptional outcomes.

Return to Chapter Index

Core Brand Portfolio

To simplify how we position our product portfolio, we are leveraging these four product families that are already well-known in the SMB market as the backbone for each of our ideal SMB outcomes. From these core product families, we can construct affordable solutions priced to fit individual needs.

For every SMB, Cisco asks three questions that serve as the building blocks for solutions constructed from our SMB portfolio in order to deliver business critical outcomes:

How can we enable your people?
How can we enhance your workplace?
How can we empower your IT?

For enabling people, Cisco strives to ensure that SMB employees have:
- Secured access from wherever they are working
- Seamless collaboration for calling, meeting, and messaging
For enhancing workspaces, Cisco provides SMB employees working from home, the office, or anywhere in between:
- A powerful, secure network through a variety of options based on cost and needs
- Collaboration end points and smart devices to deliver seamless experiences in any space
For empowering IT, Cisco offers SMBs management dashboards, hubs, and apps to:
- Gain visibility and control over all network and security infrastructure as well as all collaboration end points in easy to use interfaces

Through the power of Cisco's portfolio, we can deliver four exceptional SMB experience outcomes

The SMB Portfolio Building Blocks provide solutions through a combination of products from the SMB Portfolio, as product choices vary by size and capability desired by SMBs.

Framing how your customers can enable their people, enhance their workplace, and empower their IT management will set the stage for your organization to deliver business critical outcomes with flexible cloud solutions to your. Whether your customers are just starting the journey to the cloud, or their business is reaching new heights, together, we can help you provide today’s solutions for tomorrow’s growth.

The Hybrid SMB: Work from anywhere

The Safe SMB: Protect your assets

The Remote SMB: Keep everyone connected

Provide a reliable, and secure connection to your network for workers anywhere, at any time.

The Smart SMB: Build smarter workspaces

Use intelligent workplace technologies to drive efficiencies through automation and analytics.

SMB Analyst Research

Challenges, profiles, priorities, and digital transformation drivers for small and medium businesses

Return to Chapter Index

The Hybrid SMB Campaign Toolkit

Messaging and Product Portfolio

The Hybrid SMB

The Hybrid SMB Messaging, Strategy, and Product Portfolio

The Hybrid Work and SMB Story
The Hybrid SMB Strategy
The Hybrid SMB Technology Requirements
The Hybrid SMB Portfolio and Products
The Hybrid SMB Products
Hybrid SMB Customer Journey Example

The Hybrid Work and SMB Story

Starting with Hybrid Work

The Hybrid SMB story begins with three fundamental truths about hybrid work.

Hybrid work is both different and harder than how we worked before. It has increased the speed of digital infrastructure and technology solution adoption and brought workforce well-being, people policies, and company culture to the forefront. This shared experience across the workforce changed expectations of employers and employees alike.

For most organizations, hybrid work will remain a dynamic experience for the foreseeable future with employees working in mixed modes and locations under constantly changing circumstances and IT requirements. No single technology deployment will fit every organization.

Hybrid work is also permanent. Not for every employee. Not for every company. But with 93% of SMBs ranking hybrid workplace as a top three priority in 2022^[1], and 98% of all meetings having at least one remote participant^[2], employers will always have to consider how to ensure secure access and facilitate collaboration for all their employees wherever they are working.

Finally, successful hybrid work strategies will be mission critical. We can’t afford to get this wrong, not only to foster team collaboration and company growth, but to retain talented employees as well. Employees are demanding flexibility in their roles with 64% saying the ability to work from anywhere drives their decision to stay at a job^[3]. How can employers balance their employees’ desire to work from anywhere while also making the office worth the commute?

TechAisle. 2022.
Cisco Global Workforce Survey: The Rise of Hybrid Workplace Report, Oct 2020
“Resetting normal: Defining the new era of work," The Adecco Group, 2020.