How Cisco is humanizing B2B through a connected customer journey
Featuring
Paul Mackender, Chief Revenue Officer, Agent3 Group
Ben Taylor, Director of Revenue Marketing and Customer Journeys at Cisco
In this episode of Agents of Change, Paul Mackender, Chief Revenue Officer at Agent3 chats with Ben Taylor, Director of Revenue Marketing and Customer Journeys at Cisco, to explore how Cisco is transforming its approach to customer engagement.
Ben shares how his team is breaking down internal silos to deliver a more connected and human-centered customer experience—from the first touchpoint through adoption and renewal. He explains why traditional content-driven marketing is no longer enough, and how understanding emotional drivers, even among technical buyers, can significantly impact the customer journey.
The discussion also touches on cultural change within Cisco, the need for executive sponsorship, new KPIs beyond vanity metrics, and the evolving role of AI as a supportive tool in crafting more personalized and effective journeys.
Whether you're a marketer, CX leader, or revenue strategist, this conversation offers valuable insights into creating a connected experience that aligns with how customers actually engage—across departments, messages, and key touchpoints.
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