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Scalable Marketing – Web Content Syndication

How do you scale marketing across thousands of channel resellers? How do you transform their websites into a whole new content distribution network?

» Situation:

Cisco needed a way to scale its marketing, generate more leads and loyalty from its partner reseller network. It needed to find a way to reduce time and cost of updating partner web content while leveraging compelling content and maintaining brand integrity.

» Action:

Create a web content syndication program that could be implemented with a few lines of code embedded in partner websites to feed fresh, branded content to scale marketing.

» Result:

SharedVue, web content syndication, was one of Cisco’s first social media/web marketing offering for channel partners, with more than 1,000 US and Canadian partners participated within the first year with millions of visits by prospects and customers with full trackability for each partner and an aggregate for Cisco to best understand effective content and lead pipelines.

 

About the author

Melissa Kennedy

I am an innovative, practical problem-solver with an MBA. Pioneered one of the first social media strategic plans for a Fortune 100 company, including monthly online TV program viewed by 120,000 customers. Created a scalable channel marketing service model and established a new customer communication channel through partner web syndication. Developed marketing plan for start-up technology firm. Launched first comprehensive marketing campaign for major science and technology university's $1 Billion fund-raising effort. Award-winning performance for 15 years across functions, industries and organizations.

My passion for results goes beyond professional pursuits. I am a global facilitator and co-organizer of Startup Weekends and serve as an advocate and volunteer for many local charities including Food Bank of Central/Eastern NC, North Carolina International Affairs Council and Connected Women of North Carolina. Plus, I have served as the President for the Triangle Interactive Marketing Association,

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