© 2013 IBM Corporation

Worldwide Business Partner and Midmarket Marketing

Business Analytics Marketing OverviewPhil Powell Business Analytics business development lead – Europe

8th May 2014

© 2013 IBM Corporation

Agenda

Buyer focus

Cognos Express Lead offering

Mid Market marketing demand generation assets

Case study support

Forward looking BI

Awareness

CoMarketing

Enablement

Call to Action

2 May 8, 2013

© 2013 IBM Corporation

Broad Business Analytics portfolio facilitates “land & expand” strategy

STILL the ONLY Reporting, Analysis and Planning solution, purpose built for

midsize organizations.

Start with Cognos Express and Expand

Business Intelligence

Predictive Analytics

Performance Management

IBM Cognos Express

IBM SPSS Modeler

IBM Cognos Express

IBM Cognos Insight

IBM SPSS Statistics

IBM Cognos Insight

IBM Social Media Analytics

IBM Cognos Disclosure Management

© 2013 IBM Corporation

IBM Software One Lead-With Offerings for Midmarket

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Offering Description Value Prop QRG URLs: W3 / PartnerWorld Key info in QRG:- Prospecting Questions- Average Deal Size- Competition & Differentiators

Cognos Express

Hot – Simplified design, extended mobile support & new visualizations!!

Integrated business intelligence and performance solution that delivers the reporting, analysis, dashboard, scorecard, planning, budgeting and forecasting capabilities that workgroups and midsize companies need at an affordable price

Helps businesses transform their financial processes so they can react quickly to changing business conditions

PW QRG PW Sales Kit W3 Sales kit & QRG

Take Back the Business User Plan

SPSS Statistics ProfessionalHot – Predictive with output on smart devices

Solution to understand data, analyze trends, forecast and plan to validate assumptions and drive accurate conclusions by means of ad-hoc analysis, hypothesis testing, geospatial analysis and predictive analytics

Improves decision-making — ultimately expanding markets, improving research outcomes, ensuring regulatory compliance, managing risk and maximizing ROI

PW Sales Kit W3 Sales kit & QRG

Cognos Disclosure Management(SaaS + OnPrem)New – Enablement, Assets & Community

“Enterprise” disclosure management solution that automates any and all narrative and collaborative, internal and external, reporting processes.

Gain time, gain control and gain confidence over financial reporting processes

PW QRGPW Sales Kit W3 Sales Kit & QRGl

Social Media Analytics (SaaS) Application that enables marketing professionals to be more agile &responsive to customers. Facilitates organizations to measure social media across Sales, Supply Chain & Customer Service.

Drives deeper customer relationships and more cost-effectively informs & improves customer processes to optimize their brand’s performance & grow.

PW QRG PW Sales Kit http://W3 Sales Kit & QRG

SPSS Modeler Provides a range of advanced algorithms and capabilities including text analytics, entity analytics, social network analysis & automated modeling to address a multitude of business problems and analytic requirements on almost any type of data.

Enables organizations to improve business processes and help people or systems consistently make the right decisions by delivering recommended actions at the point of impact.

PW customer presentation

Cognos Insight Provides the most versatile analytic capabilities with greater simplicity. Cognos Insight empowers all users to independently explore data, build scenario models and share Insights without IT assistance.

Simpler, easier to use, and faster approach to creating interactive, compelling analytic experiences and data discovery without complex scripting or programming.

PW QRG

External links provide additional offers

PW & Internal links provide additional assets & positioning

© 2013 IBM Corporation

Forward Looking BI - Great Message for Midmarket

© 2013 IBM Corporation

With business intelligence and predictive analytics from IBM, transform data into useful insights. Help make confident decisions and improve operational efficiencies with historic, current and predictive views of your business.

Predictive analytics enhances the value of deploying BI reports, dashboards and scorecard capabilities across the enterprise with visibility into your businesses past, present and future

Leverage data: Analyze information in any volume, combination and complexity

Provide insights: Use a trusted platform for

delivering forward looking business information

Make confident decisions: Complete

visibility into your business with

predictive analytics

Outperform expectations: Transform your business from a reactive operation to a proactive market leader

© 2013 IBM Corporation

Making Noise in the Market – MM Big Data & Analytics Team

Advertising

Social Media

Country specific conversation calendars

Influencers/bloggers

7 May 8, 2013

Midmarket Big Data & AnalyticsPrint, on-line, awareness landing page

Predictive Analytics for Midmarket Radio, on-line, awareness landing page

Reference-based infographics.

Featuring two unrelated midsize companies that share a common thread of solving a business need using IBM technologyBusiness Partner Video

• IBM Business Partners with expertise in Big Data and Analytics solutions

Leverage tweetsheets/Newsletters for social content: BP tipsheets BP (BP Newsletter)

Contact Crisha Mulchan for MMPF Assets/Campaign materials

© 2013 IBM Corporation

Don’t build your plan alone - get help from IBM

Get ready

Visit the Software Group Marketing page on PartnerWorld

Determine focus and entry-point solutions

Use a PartnerPlan template

Do research

Get market insights & competitive information

Get help

Consult with your VAD or Marketing Agency

Work with your Co-marketing lead or Business Analytics Marketing Manager

Listen to the replay of the IBM March 6 webcast: Building your marketing plan

Objective Grow Revenue by $200K Industry Retail

Target Audience & Customer NeedKey Message

CMO, Marketing DirectorsUsing customer data to determine/understand what customers want.

Specific Customer Need: Predict which customers are at risk of leaving and retain them

IBM Software Capability: Market Growth Category

Analytics (Customer Analytics)

Start conversation Make case Meet Experts Sales Handoff

Buyer Journey Learn Solve Compare Purchase

Information need Problems the industry is focused on. Thought leadership

Looking for Solution that address specific Pain point

Start to compare features & functions

Serious about moving forward & talk to an expert

What format Social media Conversation about problem areas, Success stories, Case Studies

White Papers, Cases Studies Guided tours of products, Online demos. Opportunities to meet with the experts

Client References

How Interaction Online communities, Blogs, web site, Telemarketing to target industry, audience list . Spending Categories: Advertising. Direct Marketing (purchase list) Social Media to generate demand. Digital Marketing, TeleMarketing

Presented by a Speaker at Webinars, Educational videos, on Web Site or Face to Face events. Spending Categories: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows)

Series of small focused face to face Marketing Seminars designed around topics, Customer Conferences with Subject Matter Experts. Spending Category: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows)

Focused marketing seminar meet the expert with Sales team in attendance. Spending Category: Customer Conference or Marketing Seminar

Example of completed Marketing Plan Time period – 2014 (12 months)

Calendar of Important dates – look at Big Blue planner

Jan Feb March April May June

IBM Marketing Vision

Learn

Solve

Compare

Purchase

July August Sept Oct Nov Dec

IBM Marketing Insight (Las Vegas)

Learn

Solve

Compare

Purchase

© 2014 IBM Corporation

New business Events

May June July/Aug

Digital (inc. webinars)

Sept

BA Live - 24 Sept.

London- (BI & Predictive)

BA Showcase - 8 July London

- July, Manchester

POT – 16 May,Dynamic

Cubes

POT – 25 June,

TM1

__________________________________________________________________________________________________________________________________________________

ProgressionEvents

FPM Executive Briefing,

London x2

BI Performance Mgmt. Predictive (Enterprise)

Finance Forum 11 June, London

POT – - 7 May,

Predictive

POT – Predictive

Telemarketing 1. Cross BA portfolio & by solution pillars +++++++++++++++++++++++++++++++++++++++++++++++++>2. Risk: Algo (Buy-side) +++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++>

Customer References/PR Cross BA portfolio +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>

FPM, BI, Customer Analytics ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>

Risk SPSS Volume

IBM Business Analytics Q2-Q3 marketing activity plan: UK

SPM Breakfast Briefing,

3 June, London

Insurance Executive Briefing,17 June, London

POT – 9 June,

Visualisation

POT Visualisation

POT TM1

POT Dynamic

Cubes

__________________________________________________________________________________________________________________________________________________

Customer base campaign (BI)

++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>

SPSS Customer Day,

London

© 2013 IBM Corporation

Leverage BA for Midmarket Asset/Programs

12 May 8, 2013

Assets/Programs by Audience - IT, Marketing, Decision Makers, Finance)

– BA MM Portfolio Videos– Whitepapers– Programs in a Box– Hands on Workshop– And MORE

Cognos Express Quickstart Guide – Expand BPs Solution Portfolio for “Land and Expand” opportunities

Forward Looking BI – Great Message for BA Midmarket - net new or existing customers

Find Q1 Business Partner Guidance for Midmarket deck HERE on PartnerWorld

Visit the Business Analytics Midmarket PartnerWorld Page

Visit the Midmarket Program Framework BD&A PartnerWorld Page

NEW

© 2013 IBM Corporation13 May 8, 2013

Share your Cognos Express Customer Successes• On-going program - FREE for Partners & Customers• Customer gets a flip-cam – to keep!• Partner and Customer works with IBM agency to record

video in local language• Protekta video - German with English subtitles

• Always looking for NEW stories to add • Contact Crisha Mulchan (cmulchan@ca.ibm.com) to get

started today!

Ted’s Montana Grill cuts budget planning

time by 75%

Uponor slashes annual IT costs

by $400,000

JB Poindexter saved $75,000 annually in hardware costs and increased productivity by 125%.

Argility reduced budget cycle by 66%

IBM Cognos Express Voice of the Customer Video Case Studies

IBM Midmarket Customers WITH Business Partners are driving big results

Voice of customer link: http://www-01.ibm.com/software/analytics/cognos/express/success_stories.html

© 2013 IBM Corporation

3-touch eNurture Stream

Example of execution of Campaign

Drive-to offer Email(whitepaper, case study, event)

Sales / call handler Follow-up

• Opportunity Qualification

• Call Script

• Promotion of Event

• Follow up email

Registration Form Nurturing Web Page

+7 days +7 daysSame day

World Wide Web• Google Search Results• IBM.com• Social Media

Drive-to elements Web nurture environment

© 2013 IBM Corporation

Team with IBM to drive demand generation

Worldwide funding for eligible Business Partners to drive leads and win revenue

Funded TacticsDigital Marketing

• Webcasts, white papers, case studies, self-running demos, videos• Social media marketing activities to generate demand• Search engine optimization designed to improve lead generation• Pay per click to drive users to registrations or leads (Google

AdWords)• Website development• Marketing on mobile devices

Advertising • Print - newspapers, magazines, etc.• Catalogs, billboards, radio/television

Direct Marketing

• List of prospects• Creation, production and distribution costs

Telemarketing • Prospect lists• Temporary staff costs to conduct telephone campaigns• Telemarketing vendor fees for orientation and campaign calls

Marketing Consultation

• Services provided by a reputable, qualified agency to build marketing plans and campaigns

Tradeshows, customer conference, marketing seminars

• Eligible exhibitor sponsorship packages• Registration fees for Business Partner employees as part of

sponsorship packages• Booth space and furniture/carpeting rental, audiovisual and

computer equipment rental and internet costs• Signage and booth displays• Collateral and gifts, including promotional merchandise• Speakers for Business Partner led events

50:50 funding match

Additional funds for proven results

Software co-marketing agency support

Supports progression activities

Expanded for SaaS solution demand generation

© 2013 IBM Corporation

Use software co-marketing to progress and close leads

• If you are eligible for software co-marketing, submit your marketing plan to IBM

• Reference at least 2 validated leads from GPP that you plan to progress in your Marketing Activity Request (MAR)

• The leads can come from any source• Passed to you by IBM or your VAD• Generated through use of co-marketing funds• Generated through your own marketing activities

• Example progression activities• Live or virtual events, hands-on workshops, webinars,

and webcasts • Create videos and post on You Tube, create client case

studies and publish whitepapers followed by a drive-to campaign

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© 2013 IBM Corporation

Courses offered in these areas:

• SEO: Bolster your organisation’s online presence

• E-mail Marketing: Alive and thriving• Digital Marketing• Social Media Marketing• Database Marketing

DMA Courses: available now at no charge to Business Partners!

Free online self-paced courses to help you become even better marketers

Available to all PartnerWorld members

Content available in all countries, though in English language only

https://www.ibm.com/partnerworld/page/swg_com_sfw_build-marketing-expertise

© 2013 IBM Corporation

Ensure you and your Business Partners are registered for the Software Business Partner webcast series

Register here for webcasts and replays

Even if you cannot attend on the date, you can register and access the replay

January 21st Breaking New Ground with IBM Software - replay February 6th New 2014 Channel Incentives - replayFebruary 27th SaaS incentives - replayMarch 6th Marketing plans and market opportunity - replayApril 10th Social Media / Digital Marketing - replay May 1st IBM Software One and SVP Small Deals - replayJune 5th Clients demand the right technical skills - Register here

© 2013 IBM Corporation

Getting Started withSocial Media

Digital Marketing: Get Social

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Self-study:

Social Media Boot CampsVirtual classroom:

Understand the business valueLearn the basics of socialReference peer successes

No cost 8-week virtual courseStep-by-step trainingAccess continuing education

Follow #ibmpartners on Twitter

Advanced Social MediaFrom 2 to 6 one-hour modulesTopics include blogging, going mobile, social for events and more

Learn how to use and leverage social media in your business

© 2013 IBM Corporation20 May 8, 2013

Call to Action

Submit your Customer Case Studies

Add Cognos Express to your solution portfolio if you are not currently using it in your Go To Market

Leverage Business Analytics assets/Campaigns for Midmarket

© 2013 IBM Corporation

UKI Marketing contact

1. Phil Graham

Mobile: 44-07710 820705

Philip_Graham@uk.ibm.com

© 2013 IBM Corporation

Backup

© 2013 IBM Corporation

Keep Up-to-Date on New Campaigns & Assets

• Make sure you have check the Business Analytics box to receive communications in your PartnerWorld profile. Update your profile: https://www-304.ibm.com/partnerworld/wps/servlet/mem/ContentHandler/pw_com_udp_index

• Make sure you are on the distribution list for your IBM Channel Sales and Marketing Managers

• Get on the distribution list for the BA Partner Marketing Newsletter, send email to Sujathats@in.ibm.com