Channel/Partner Marketing

The Partner Engagement Digital team at Cisco, a provider of networking, cloud and cybersecurity solutions, has embarked on a multi-year journey to completely rethink and refresh its digital content and the way it serves its partners through its “Reimagining The Partner Digital Experience” initiative.

One of the ways Cisco customers can connect to its partners is via its Partner Locator tool, which the company strategically placed at point-of-need within To ensure the connections made in the Partner Locator Tool are relevant to both customers and partners, Cisco works to align “specializations” to a customer’s search term. Partners can achieve “specializations” in several areas that serve as a validation of their expertise in a certain technology or selling motion.

Specialized partners generate 15X more bookings than non-specialized partners, and the customized approach resulted in a 1.5X increase in click-through rates for customized experiences over non-customized ones. Cisco also saw a 16.5% increase in unique visitors to partner specialization pages year-over-year and a 17% quarter-over-quarter increase to its small medium business (SMB) page after the introduction of the SMB specialization.