How Segment helped Cisco move from hardware supplier to SaaS leader by unlocking product-led growth

Don’t look now, but Cisco isn’t just that hardware vendor you buy routers and switches from anymore. Today they provide cloud-native, API-first solutions for applications and infrastructure. That shift in product focus also required a change in how they engage with customers, with product-led growth now the winning approach. By bringing in Segment, Cisco got the visibility they needed at every stage of the funnel—from brand awareness marketing, through new customer onboarding, all the way to happy, loyal accounts.

In this session, you’ll learn why Cisco combined their data science and marketing ops teams, how they created a unified data pipeline using Segment CDP, and how that unlocked the powerful PLG motion that has taken their business into entirely new categories.