Using Co-Marketing Funds to Extend Your Reach

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1 Using Co-Marketing Funds to Extend Your Reach Judith Hurwitz President and CEO Marcia Kaufman COO and Principal Analyst Daniel Kirsch Principal Analyst Sponsored by IBM

2 Using Software Co-Marketing Funds to Extend Your Reach One of the greatest challenges for any company is to find new prospects, convince them of your company s capabilities and gain agreement to win their business. This is no different for technology providers. In this article, we share the stories of two IBM Business Partners who grew their client base with help from IBM s software co-marketing program. We interviewed the Presidents of LPA Systems and Creative Computing, Inc. Both companies have a strategic focus on extending their reach through a strong marketing presence. IBM co-marketing offered these IBM Business Partners two key benefits: IBM shared marketing campaign expenses such as acquiring prospect lists, conducting webinars, holding briefings for prospects, and exhibiting solutions at industry events IBM brand recognition helped them gained the attention of prospects to turn them into clients. Assume that you have built an innovative and cost effective solution for a new market. Your solution has great potential, but you need to make the right connections with potential buyers. Breaking into New Markets Assume that you have built an innovative and cost effective solution for a new market. Your solution has great potential, but you need to make the right connections with potential buyers. Prior to initiating any marketing campaign, you need to consider how you will grab the attention of executives in a region or industry that is new to you. LPA Systems President, Don Soule, has overcome this challenge many times while growing his company from a small Cognos reseller to a large full service organization that offers solutions across many industries. Soule credits his company s effective use of IBM co-marketing funds as a key factor in their success with breaking into new markets. Recently, LPA developed an analytics-based solution for the hospitality industry that helps hospitality management companies oversee multiple properties. For example, a hotel group can use LPA s solution to more effectively manage their assets across all of their properties. The application helps hospitality management budget and plan for resource optimization. LPA was confident about the value of its solution, but knew they needed a wellplanned marketing campaign to reach prospects outside of their typical market. IBM provided best practices for building a successful marketing campaign, and co-marketing funds to finance the project. LPA initially used co-marketing funds to acquire prospect lists. Once they culled the prospect lists, they launched an campaign to educate prospects about the solution and invite them to an informational webinar. Co-marketing funds from IBM helped them secure a webinar platform and hire external presenters. After each webinar, a member of LPA s sales team reached out to attendees to better understand their business challenges and offer a solution demo. Page 2

3 In addition to the campaign and webinar series, co-marketing funds enabled LPA to exhibit their solutions at industry events. Many of the conference attendees were already familiar with LPA s solution because of their ongoing campaign. At the conferences, LPA met and deepened their relationship with prospects. The IBM logo placed on marketing materials and LPA s booth helped differentiate them from other vendors. It helped them gain confidence with prospects that might not be familiar with LPA, but are familiar with the IBM brand. LPA s marketing campaign resulted in a great ROI for the company. Since launching their hospitality management solution two years ago, LPA has closed deals with several of the biggest hospitality operators in the United States. Building Relationships with Decision Makers If you are a small company, consider the challenges you face when implementing a marketing strategy that will enable your team to identify and connect with midsized prospects across a diverse number of industries. You need to develop a strong and trustworthy persona in the market. Co-marketing funds can help you advertise to your prospects that your company has the expertise and capabilities you need. Creative Computing, a regional analytics and information management IBM Business Partner, has been highly effective at leveraging the IBM partnership to sell to a broad set of prospects in the midmarket. Creative Computing, a regional analytics and information management IBM Business Partner, has been highly effective at leveraging the IBM partnership to sell to a broad set of prospects in the midmarket. Creative Computing s President, David Doucette, provided a recent example of how the company leveraged both IBM s expertise and co-marketing funds to help them build new business relationships and close deals. Creative Computing hosted an executive breakfast meeting held in one of the company s top regional areas. The goal of the event was to show current and prospective clients the value of planning and budgeting in the cloud. An IBM expert provided the presentations at the meeting. The goal of Creative Computing s presentation was to demonstrate its industry knowledge along with the value of its solution. The IBM Co-marketing Center (CMC) has been a valuable resource in driving prospect engagement and attendance at events like the executive breakfast. Creative Computing used marketing campaign software available through the CMC to execute a multi-touch campaign. According to Doucette, the software allowed his company to securely upload their own lists, send campaigns, and track click throughs. They were then able to target the most interested prospects with more personalized follow up. Doucette summarized the benefits his company receives from IBM s comarketing program by stating, It means much more to us than co-marketing funds. Sometimes it is the access to co-marketing collateral and sometimes it is the webinar in a box. Page 3

4 Conclusion LPA and Creative Computing are both clearly succeeding by creating strong business solutions and by extending their market reach working directly with IBM. Both companies created meaningful events and won new business with key decision makers through the help of IBM co-marketing and the IBM brand. LPA and Creative Computing are both clearly succeeding by creating strong business solutions and by extending their market reach working directly with IBM. Page 4

5 About Hurwitz & Associates Hurwitz & Associates is a strategy consulting, market research and analyst firm that focuses on how technology solutions solve real world customer problems. Hurwitz research concentrates on disruptive technologies, such as Big Data and Analytics, Security, Cloud Computing, Service Management, Information Management, Application Development and Deployment, and Collaborative Computing. Their experienced team merges deep technical and business expertise to deliver the actionable, strategic advice clients demand. Additional information on Hurwitz & Associates can be found at Copyright 2014, Hurwitz & Associates All rights reserved. No part of this publication may be reproduced or stored in a retrieval system or transmitted in any form or by any means, without the prior written permission of the copyright holder. Hurwitz & Associates is the sole copyright owner of this publication. All trademarks herein are the property of their respective owners. 35 Highland Circle Needham, MA Tel:

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