Perhaps you’ve heard of Cisco. It’s the company known for those catchy “Human Network” ads. It produces the familiar Linksys wireless Internet routers and owns Pure Digital Technologies, the company that makes the trendy Flip video cameras. But most of what Cisco Systems sells is not for regular consumers like you. Cisco is a tried-and-true business-to-business company. In fact, it earned honors as BtoB magazine’s 2011 “marketer of the year.” Three-quarters of Cisco’s sales are in routers, switches, and advanced network technologies—the things that keep the data moving around cyberspace 24/7. But ever since the dot-com bust, Cisco has been pioneering the next generation of networking tools, from cybersecurity to set-top boxes to videoconferencing.