In this Trust Talk, TrustRadius’ Founder and CEO, Vinay Bhagat, sat down with Rebecca to discuss how Cisco uses the voice of the customer in their marketing to attract, retain, and expand today’s self-serve buyer. TrustRadius’ Trust Talks series highlights B2B executives’ approach to building a culture of listening to customers, activating the customer’s voice, and creating a customer-driven company. It’s no secret that Cisco makes listening to their customers a priority, but did you know that they also champion the customer perspective in their marketing? They truly believe activating the voice of the customer in their marketing is the best way to attract, retain, and expand customers. They maintain an active and orchestrated presence on the major review platforms and they syndicate quotes from customer reviews extensively to their website and other owned channels. In fact, they calculated that prospective buyers spent over 40,000 hours reading their TrustRadius reviews per year. Rebecca Stone serves as both SVP, Customer Solutions Marketing for Cisco, as well as CMO for Cisco Meraki. Rebecca currently uses customer voice and advocacy programs as an integral part of her overall marketing strategy to shape the narrative for a broader unified story across the entire Cisco organization. “Build a marketing plan that allows them to come [to you] at their pace … Meet them on their own terms with the type of content they want.” —Rebecca Stone