Cisco Enterprise Security Group (ESG) Integrated Marketing

Before engaging us, Cisco had enlisted the Enterprise Security Group (ESG) to produce a report on the market dynamics impacting remote and roaming user security. While the report was technically thought leadership, we were asked us to atomize the content into smaller assets that could be used in a demand-generation campaign. And, of course, we were asked to sell the product: Cisco Umbrella, a cloud security platform that provides businesses with a powerful first line of defense against internet threats.
The goal was to create an integrated program that would drive content engagements and downloads with attributed pipeline revenue. Our job was to remind IT professionals and security practitioners that workers on the move are attractive to hackers, and that today’s perimeter-less digital enterprises require a fundamentally new approach to security.
Our visual and messaging platform provided the connective tissue for the demand-generation campaign, with a consistent narrative and visual theme uniting the assets. We went with full-color, split-scene photography to depict the open and seamless borders between work and life.
As an awareness-generating tool to drive users to the gated assets (eBook and full report), we created a static infographic. In the infographic, we provide the Umbrella point of view on the technology shortcomings, macro trends, and user behaviors uncovered in the research.
Then, in a 25-page static eBook, we married ESG’s research findings with the Cisco Umbrella value proposition. While the eBook included the typical front and back cover, the interior chapters had full break pages, allowing the sales team to cherry-pick the chapter content based on a prospect’s most pressing needs and making each chapter a stand-alone asset.
The campaign rolled out to a website landing page, emails, social promotions (animated and static), banner ads (animated and static), print magazine ads, and videos that featured stats organized by trends.