Launching a category leader, not just a new solution

Cisco set out to do more than launch a new product. With a new, India-built contact center solution, the ambition was to lead a specific, fast-moving category from day one, earning a genuine seat at the table with the senior CX leaders who evaluate this space most closely, backed by substance as well as scale.

That meant pairing Cisco's reputation with data and direct engagement, giving senior CX leaders a concrete reason to engage with the new solution early, rather than waiting for it to build a track record on its own.

Building a data-led go-to-market campaign

Twimbit built the go-to-market campaign around a simple sequence: earn the right to the conversation with data, then have the conversation directly.

The AI-CX Readiness Index 2025, fielded in November 2025, gave the launch a rigorous, data-backed industry narrative to lead with. Cisco then took that research into the room, convening senior CX leaders in executive roundtables that turned the index's findings into direct conversations with the decision-makers who mattered most for the new solution, with Twimbit leading end-to-end delivery of the executive roundtables, audience acquisition, planning, moderation, and execution bringing the right senior CX leaders to the table for meaningful discussion.

To extend that engagement beyond individual campaign moments, Twimbit launched CX Signal, a weekly newsletter tracking how AI is reshaping customer experience in India, keeping the conversation alive with that audience well past the initial launch window.

Twimbit designed and ran the index, the roundtables, and CX Signal end to end, working closely alongside Cisco's marketing and sales teams throughout.

Real traction, right from launch

The campaign gave Cisco's new solution real traction with the audience that mattered most, strong pipeline during a pivotal launch window, and more than 1,000 contacts generated through the executive thought leadership programme alone.

The impact reached beyond marketing, too. Cisco's Product Marketing and Sales teams drew directly on the AI-CX Readiness research and CX Signal content as credible, research-led assets in their own customer conversations.

For Cisco, showing up with the right point of view, in the right room, consistently enough to set the pace, made the difference.

In Cisco's words

“Twimbit has been a strong partner in helping us turn CX thought leadership into meaningful customer engagement. From the AI-CX Readiness research and CX Signal newsletter to executive roundtables, their combination of CX expertise, quality content and ability to convene the right senior audiences has given our marketing and sales teams valuable assets and conversations to build on.”