Cisco’s VMware partnership team easily integrates BrightTALK’s AI-powered content and demand marketing platform into their marketing stack.

“BrightTALK is a powerful self-service platform that enables me to easily provide significant value to my customers, partners and Cisco employees,”

Bob Vizza
Senior Manager, Partnerships

About the company

Cisco was founded in 1984 by a small group of computer scientists from Stanford University. Since the company's inception, Cisco engineers have been leaders in the development of Internet Protocol (IP)-based networking technologies. Today, with more than 71,000 employees worldwide, this tradition of innovation continues with industry-leading products and solutions in the company's core development areas of routing and switching, as well as in advanced technologies such as home networking, IP telephony, optical networking, security, storage area networking, and wireless technology. In addition to its products, Cisco provides a broad range of service offerings, including technical support and advanced services.

Cisco sells its products and services, both directly through its own sales force as well as through its channel partners, to large enterprises, commercial businesses, service providers, and consumers.


Cisco has a long history of working with strategic partners like VMware to enhance the networking and IT infrastructure services they offer businesses. 

Given the highly sophisticated nature of their technologies, Cisco’s VMware partnership team needed a webinar provider that could help educate potential buyers and current customers, while also driving industry credibility. Specifically, they wanted to easily run live webinars with several hundred participants, host on-demand content from an extensive library, and automatically gather engagement metrics to inform their sales efforts.


With those needs in mind, Cisco selected BrightTALK to amplify their VMware partnership sales. 

“BrightTALK is a powerful self-service platform that enables me to easily provide significant value to my customers, partners and Cisco employees,”

The key differentiators for Cisco are the array of BrightTALK features that simplify and enrich the webinar experience. Tapping into real-time engagement data and re-engagement features like automatic emails and calendar invites, accelerates conversions through the sales funnel.


Implementing BrightTALK was simple, allowing Cisco to save ramp-up time and immediately capitalize on the value of interactive webinars and videos. 

“Getting up and running was seamless and BrightTALK Customer Success walked me through it, I knew what to do within one hour.”

Cisco leverages BrightTALK's organic community of subscribers to enhance their marketing and sales efforts. By tagging their VMware content into relevant IT communities within BrightTALK, 26% of Cisco's total audience is able to find their content organically. Plus, Cisco's sales efforts benefit from the host of relevant leads provided by BrightTALK.

“This value greatly offsets our costs and increases our overall productivity, this is so intuitively obvious for us at Cisco that we’ve never had a reason to conduct a formal ROI study.”

Case Study