Case Study: Cisco achieves more meaningful customer conversations with FirstRain's personalized market insights

Cisco - Customer Case Study

Cisco, the global leader in networking and IT, needed to become more “outside‑in” by listening to public conversations about customers, markets and industries. With a large, distributed marketing and sales organization—focused on different verticals, buying centers and technologies—research was fragmented and inefficient, making it hard to consistently understand customer business challenges and prepare for customer conversations.

Cisco integrated FirstRain through its collaboration platform to deliver one holistic, personalized source of market, competitor and customer insights accessible by email, portal or mobile. The solution let teams track real‑time conversations (including C‑level discussions) tailored to each customer lens, enabling sales and marketing to have more meaningful, timely customer engagements across the enterprise while being managed by a small team.

Cisco

Evan Escobedo

Former Marketing Leader, Market Intelligence