Cisco Live Events Convey Content as Service Trend - Event Marketer

Cisco Live Events Convey Content as Service Trend

Brand: CISCO
Year: 2014

Cisco Live is back again, and better than ever before, with four dynamic conferences held around the world in 2013. This iteration of the global event offered the most comprehensive line-up of training and education ever and helped attendees deepen their knowledge of current and future Cisco products and solutions, while showing us all how it’s meant to be done.

“Content as service” is the byword of smart b-to-b event marketing these days. Attendees don’t want to be sold to directly anymore. Instead they want to learn something that can be applied across their professional needs, and Cisco is doing this as well as anyone out there.

Cisco Live 2013 took place in Orlando and delivered education and insights on the technology that Cisco sees redefining the future. The brand brought together tens of thousands of partners, influencers and customers both in-person and virtually and set out to take advantage of that huge and diverse audience by seizing real-time opportunities for meeting with key clients, strengthening the attendees’ experiences with the brand and creating a sense of community by building connections among attendees.

It was all about personalized experiences and meeting individual guests’ needs, both in the U.S. and at the other events in Cancun, Mexico, London and Melbourne, Australia. Cisco used social media to connect with remote and in-person attendees and also to communicate key event messages in real-time. Educational sessions are the primary reason attendees come to Cisco Live, so the brand offered hundreds of sessions spanning all of its product lines and running the gamut from overviews to deep demos led by engineers.

Since IT and technology professionals don’t choose to go conferences unless they’re really delivering on their needs, Cisco took advantage of the hundreds of partners represented by making networking a primary focus of the events, as well. These opportunities allowed attendees to make practical use of the event’s content in discussions with their peers and enabled them to work together to solve real-world problems they face on a daily basis. The brand also keeps content fresh all year round, for those who couldn’t make it, or want to refer to sessions they wanted to remember, with its Cisco Live 365 online content community. The comprehensive and multi-faceted Cisco Live platform is a mainstay of the tech world, and a go-to source for b-to-b event marketing best practices year after year.

The event saw a record 35,000 in-person attendees around the world, and nearly seven times that number participated in the event online via Cisco Live 365. Meanwhile, 70 percent of partners have already re-signed up for the 2014 event. Attendee satisfaction was through the roof, too, with post-event surveys showing 93 percent of them calling the event “extremely valuable” and 98 percent reporting that they are likely to purchase Cisco products, solutions and services as a result of attending Cisco Live.

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