IBM Integrated Approach to CRM Communications Plan
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1 October 2011 IBM Midmarket Program IBM Integrated Approach to CRM Communications Plan
2 IBM Integrated Approach to CRM- Communications Plan Driving campaign awareness Agenda Communications Objectives Communications Strategy Communications Tactics By Audience Example Announcement Measurements Schedule
3 Objectives Increase midmarket revenue by driving awareness and thus usage of end-user and M2BP marketing materials produced by the global Demand Programs team in support of the IBM Integrated Approach to CRM campaign. Increase local demand generation campaign for IBM Business Partners and ISVs/CRM vendors that have incorporated IBM technology into their CRM solutions. Strategy Employ a two-pronged communications approach that will create pull/end-user demand for the IBM Integrated Approach to CRM and resulting solutions, while at the same time providing Business Partners with the demand generation materials they need to interest CRM application providers in integrating IBM technologies into their solutions and thus push a more powerful offering to their customers. Facilitate F2F capabilities workshops to bring CRM providers, IBM Business Partners, customers and IBM business development personnel together to jumpstart the integration and sales process. End-users may attend but the content is not directed toward them.
4 Internal Tactics Internal (IBM Marketing, Channel-facing sellers, MSVs, Ogilvy network) Tactic Submission type publisher frequency pub date scope Status W3 SMB Marketing and Communications page 120 word abstract PTT process As needed Within a week of submission global repurpose merch letter W3 marketing page Demand Programs new news 1 sentence description PTT process As needed Within a week of submission global Provide link to above page W3 marketing page other useful links Text link PTT process As needed Within a week of submission GB Marketing all-hands slides Ed Abrams Monthly tbd global repurpose merch letter MMPF quarterly guidance slides Bruno Quarterly tbd global Repurpose merch letter ADV/DG updates slides agency Quarterly tbd Global english GBP Link-Up 120 word abstract Tiffany Lawton Monthly - permanent November edition globa Global english link Short presentatons of POE Toolkits Repurpose merch letter MMPF Weekly Call slides Jennifer C. Weekly Week of Nov 14 Global Jeb to present comms plan IMT merchandising note Jeb As needed Awaiting approval Global written Monthly Ogilvy strategy call slides Matt McLaughlin monthly Nov. 16 Global Repurpose merch letter Ogilvy Ww Newsletter abstract Matt McLaughlin weekly Mid November Global Repurpose merch letter Midmarket connections 2 paragrapsh Jeb As needed Nov 4 Global Repurpose merch letter NA Sellers Newsletter (passed through to BPs) STG Seller Newsletter (passed through to BPs) MSV communications slides Janet Barrett As needed Tbd per Janet s requirements Global Combine campaign description with tookits Optional
5 Communication Tactics External (IBM Business Partners and Channel community at large) Tactic Submission type publisher frequency pubdate scope status IBM NA Business Partner Facebook page IBM PartnerWorld SMB FB Community IBM UK BP Facebook Community 30 word post Luke Miller As needed NA 30 word post Deb Jurczak As needed Global 30 word post Stuart McIntyre As needed UK IBM Midmarket FB Community 30 word post Agency global IBM Company LI Community 30 word post Julianne Weiss As needed global Other online communities per Ogilvy direction Tbd depending on property agency As needed mixed Twitter #midmarket, #IBM_Midmarket, #ibmpartners 20 word tweet Jeb Launch day and monthly thereafter global
6 Communication Tactics External (Business Partners) Tactic Submission type publisher frequency pub date scope status PW Weekly News Update 120 word abstract PW Comms, content creator Weekly once monthly Jan 11 NA, localized if IMT chooses PW News Monthly Newsletter 120 word abstract PW Comms, content creator monthly Jan 15 NA, localized if IMT chooses Rich Hume Exec corner 120 word abstract Tiffany Lawton Quarterly or as needed Mid-Feb Global english PW news online top stories 120 word abstract John Wood Updated within week of annc. Jan 7 Global english Public top page hero spot Headline with graphic John Wood Quarterly or as needed Jan 12 Global english or locally translated Entitled top page hero spot 30 word abstract John Wood Quarterly or as needed Jan 12 Global english or locally translated IDR (Devcomm) 120 word abstract Nick Angione Same as PW news update Jan 11 Global PW communities SWG sub-brand newsletters Create discussion in midmarket section 120 word abstract (Bev will edit) Chad Laws As Neededpermanent discussion Jan. 12 Global english O Bev Lowry varies Jan 15 varies O
7 Business Partner Announcement ( 120 word abstract) Midmarket game changer: the IBM Integrated Approach to CRM CRM is an application that has traditionally over-promised and under-delivered. Now, thanks to powerful capabilities that can literally supercharge CRM applications like Cognos business analytics, SPSS predictive modeling, Cast Iron cloud integration and Lotuslive collaboration modular, scalable CRM can be a game-changer for the midmarket. And a golden opportunity for IBM Business Partners. First, get the background you ll need to start making inroads, with A Smarter Approach to CRM: An IBM Perspective, now downloadable from PartnerWorld. This thought leadership paper articulates the midmarket opportunity in the context of the IBM midmarket strategy overall. Then you can begin to explore the many other marketing and enablement assets we ve made available to run a targeted campaign to CRM vendors in your region as well as your customer base. Get started today!
8 Communications copy first touch Audience Vehicles Proposed copy Drive to URL IBM Business Partners Business Partner Community atlarge via Business Social Networks PW Weekly News Update PW MonthlyNews (Nov.) PW online news m/ibmpwsmb m/midmarket IBM trs8uc (Linked In) trs8uc (Linked In) Twitter #midmarket, #IBM_Midmarket, #ibmpartners Other properties specified by Midmarket game changer: the IBM Integrated Approach to CRM CRM is an application that has traditionally over-promised and underdelivered. Now, thanks to powerful capabilities that can literally supercharge CRM applications like Cognos business analytics, SPSS predictive modeling, Cast Iron cloud integration and Lotuslive collaboration modular, scalable CRM can be a game-changer for the midmarket. And a golden opportunity for IBM Business Partners. First, get the background you ll need to start making inroads, with A Smarter Approach to CRM: An IBM Perspective, now downloadable from PartnerWorld. This thought leadership paper articulates the midmarket opportunity in the context of the IBM midmarket strategy overall. Then you can begin to explore the many other marketing and enablement assets we ve made available to run a targeted campaign to CRM vendors in your region as well as your customer base. Get started today! Find out why the IBM Approach to Integrated CRM will be a gamechanger for midmarket Business Partners and their customers. Download A Smarter Approach to CRM: An IBM Perspective public.dhe. ibm.com/ common/ ssi/ecm/ en/ smw03042 wwen/ SMW0304 2WWEN.P DF public.dhe. ibm.com/ common/ ssi/ecm/ en/ smw03042 wwen/ SMW0304 2WWEN.P DF
9 Communications copy second touch Dec. 1 Audience Vehicles Proposed copy Drive to URL IBM Business Partners PW Weekly News Update PW MonthlyNews (Nov.) PW online news Generate More Demand with new CRM Marketing Materials You ve heard talk of the Paid, Owned and Earned marketing strategy. Now put the power of full integrated plan into action, with new demand generation materials for your enhanced CRM solutions. With powerful IBM technologies attached to CRM applications like Cognos business analytics, SPSS predictive modeling, Cast Iron cloud integration and Lotuslive collaboration the demand will be strong. As an IBM Business Partner, you can take full advantage of the midmarket opportunity with compelling demand gen for your customers. Or use a special collection of marketing materials to generate demand for IBM technologies from other CRM providers. Either way, you ll be able to reach and engage your prospects from all angles. Take a minute to get a closer look at these new marketing materials for midmarket CRM on the Midmarket Asset Gallery today, and start selling some CRM! Gallery URL TBD Business Partner Community atlarge via Business Social Networks /ibmpwsmb /Midmarket IBM (Linked In) Find out how you can generate more demand with new CRM marketing materials from IBM, now on Partnerworld. Gallery URL TBD (Linked In) Twitter #midmarket, #IBM_Midmarket, #ibmpartners Other properties specified by agency
10 Merch letter These assets can be used by IBM country teams to communicate with IBM Business Partners and CRM ISVs the benefits of integrating IBM technologies with CRM solutions. This toolkit provides you with a door opener and/or direct mailer. The door opener promotes, at a high level, our enhanced CRM with IBM technologies messaging and the following solutions: IBM Cognos Express, SPSS Modeler Premium, WebSphere Cast Iron Cloud Integration, and LotusLive. It also promotes why IBM Business Partners should be selling their current product set aligned with a CRM ISV solution. IBM s Integrated Approach to CRM does not move IBM into the CRM application space rather it is meant to complement CRM applications with adjacent and relevant technologies. I would like to alert you to the addition of an important file in the "files" section of the M2BP community: the CRM M2BP POE Flex Asset Toolkit. This toolkit has been created to help local marketing teams construct tactics to generate interest, awareness, desire and action among IBM Business Partners and the Business Partner community-at-large for the "IBM Integrated Approach to CRM". Primary targets for this effort are Cognos, SPSS, Cast Iron and Lotus Partners, along with CRM vendors. In short, we are trying to encourage our IBM Business Partners to team with CRM vendors to create "supercharged" CRM offerings that provide more powerful business analytics, predictive modeling, quick and easy cloud integration and enhanced collaboration features. As you'll see, the POE Toolkit provides all the messaging, copy, images, cut & paste Facebook and Twitter posts - everything a local team would need to run a simple yet effective CRM Market-To Business Partners campaign. Please visit and have a look at this robust toolkit now (while you're thinking of it :)
11 Measurements Downloads of whitepaper PW CRM page views Ibm.com page views IMT adoption Co marketing usage
12 Schedule To be built based on: Availability of PW web page (contingency for first touch) Availability of materials on the gallery (contingency for second touch)
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