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cover of episode This Marketing Exec Shut Down 90% of Their Content (& 5x’d Impact)

This Marketing Exec Shut Down 90% of Their Content (& 5x’d Impact)

2025/5/14
logo of podcast Experts of Experience

Experts of Experience
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Ben Taylor
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Rose Shocker
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Ben Taylor: 我认为目前营销与客户体验的脱节最为严重。内容营销已死，它浪费时间和精力，成功的几率很小。我加入 Cisco 后，停止了 80% 到 90% 的内容制作，转而花更多时间去理解客户的想法。我们应该从客户的角度出发，思考他们是否真的关心我们所提供的内容，并在他们自然会去的地方与他们相遇，以一种能引起共鸣、有意义且能帮助他们的方式与客户沟通。我们现在更注重设计思维、移情地图以及客户体验的实际部分，而不是专注于内容制作。通过这种转变，我们的影响增长了 5 到 6 倍。为了实现这一目标，我们需要走出信息孤岛，与销售人员和客户交谈，真正了解客户的需求，并给予团队成员思考的空间和信任，鼓励他们花时间思考问题。像对待客户一样对待员工，了解他们的需求和顾虑。我们通过设计思维工作坊和移情地图来实现这一目标，并将它们融入到我们的敏捷营销流程中。在每个发布周期的开始，我们都会专门安排时间进行设计思维和移情地图。设计思维的第一步是移情，理解客户的想法、感受和行为。通过测试和验证，我们可以了解客户的真实想法，并不断改进我们的营销策略。 Rose Shocker: 我认为移情贯穿于客户旅程的每个接触点。我们需要关注客户和员工的真实需求和顾虑，重新引入游戏和想象力，设身处地为客户着想。从移情的角度去了解团队成员的需求和顾虑，才能更好地支持他们。

Deep Dive

Chapters
Ben Taylor, Director of Revenue Marketing at Cisco, shares his controversial view that content marketing is dead, focusing instead on empathy and understanding customer needs. He discusses how this shift led to a 5x-6x increase in Cisco's impact and pipeline growth.
  • Ben Taylor stopped 80-90% of Cisco's content production.
  • He prioritized understanding customer needs over high-volume output.
  • This shift resulted in a 5x-6x increase in impact and pipeline growth.
  • The new approach focuses on design thinking and empathy mapping.

Shownotes Transcript

What happens when a marketing leader decides to halt 90% of content output? For Ben Taylor, Director of Revenue Marketing and Customer Journeys at Cisco, it wasn’t a gamble—it was a strategy.

 

In this refreshingly candid episode, Ben makes the case that content marketing is (and should be) dead and explains how empathy mapping, design thinking, and intentional "awkward silence" amongst his marketing & CX teams have become his new north star.

 

We dive into how Ben transformed Cisco’s approach to customer experience by prioritizing deep understanding over high-volume output — and saw 5x pipeline growth as a result. From redefining how marketing supports sales to slowing down in order to speed up, this episode challenges everything you thought you knew about B2B engagement. If you’re tired of creating content for content’s sake, this one’s your permission slip to stop, rethink, and rebuild.

 

Key Moments:

 

00:00 How Cisco's Ben Taylor Is Redefining Customer Experience

03:17 Why Marketing Is Core to the Entire Customer Journey

07:23 Content Marketing Is Dead: Here’s What Works Instead

13:25 How Design Thinking Transformed Cisco’s Marketing

29:36 Can AI Be Empathetic? The Real Challenge in CX Automation

36:23 Using Empathy Mapping to Build Better B2B Campaigns

38:19 Agile Marketing: Faster Cycles, Smarter Strategy

45:34 Hiring for Fit: Why Empathy Matters More Than Pedigree

52:15 The Emotional Core of Customer Experience Strategy

01:01:56 Breaking Silos: Aligning Marketing, Sales & Success

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*Mission.org is a media studio producing content alongside world-class clients. **Learn more at *mission.org)