Background

Cisco is known for its enterprise networking solutions, but within its manufacturing vertical, the company offers cutting-edge technologies to power smart factories—IoT integration, industrial-grade wireless, predictive maintenance, and more. Despite their innovation, awareness of these solutions within mid-size manufacturers lagged behind.

Challenge

The manufacturing audience was traditionally offline, skeptical of “buzzword” tech, and loyal to legacy vendors. Cisco needed a full-funnel digital marketing strategy that would both educate and inspire action.

Strategy

We built a story-driven digital campaign centered on a simple, relatable message:
“Turn downtime into data.”

Key Tactics:

• Persona Development & Journey Mapping: Identified key buyer personas (plant managers, IT directors, and COOs) and mapped their decision-making stages.

• Landing Pages & Web Optimization: Created use-case-driven landing pages for specific products like industrial switches, ruggedized routers, and factory-wide IoT solutions.

• Content Marketing: Produced a video mini-series and blog campaign titled “The Future of the Factory Floor”—featuring real stories of factories using Cisco products to reduce machine downtime and optimize safety.

• SEO & SEM: Built search campaigns around high-intent keywords like “smart factory networking” and “industrial IoT for manufacturing.”

• LinkedIn ABM Campaigns: Deployed account-based marketing (ABM) ads to supply chain decision-makers, linking directly to custom case studies and whitepapers.

• Email Nurture & CRM Integration: Created automated lead-nurture tracks through HubSpot, guiding leads from interest to demo request.

Results

• Qualified Leads Increased by 31% within 6 months

• Landing Page Conversion Rate: 8.2% (vs. 2.6% industry average)

• Email Open Rates: 36% average (well above B2B benchmark)

• 15+ New Enterprise Accounts moved into Cisco’s manufacturing pipeline

• Campaign ROI: 4.5x attributed pipeline revenue vs. media spend

Conclusion

By combining compelling storytelling, platform-specific execution, and data-driven iteration, we turned a traditionally slow-moving industry into a responsive and curious audience. The campaign not only delivered measurable ROI—it also repositioned Cisco as a thought leader in the future of manufacturing.

⭐️⭐️⭐️⭐️⭐️ – Outstanding Digital Marketing Expertise

Working with Nick Pitzer has been a game-changer for our business. He brings a rare combination of creativity, strategic thinking, and deep technical know-how. Nick doesn’t just run campaigns—he tells stories that connect with audiences and drive results. From website development to SEO, paid media, and CRM automation, he’s built systems that perform around the clock. If you’re looking for someone who truly understands digital marketing and knows how to grow a brand, Nick is your guy.