Business Intelligence Data Center Cloud Mobility Enterprise Computing Solutions North America IBM Group Marketing Guide for Business Partners arrow.com
Introduction To shorten your time to market and begin generating sales leads and revenue you, our valued IBM Business Partner, can leverage the Arrow ECS comprehensive suite of customized lead generation programs. From multi-touch direct mail, appointment-setting and lead nurturing, to event packages, we help you select the right programs to build a profitable business! 1
Marketing Campaign Offerings Campaign Focus Type Contracted Result Partner Cost FlashSystem Integrated Campaign IBM FlashSystem Multi-touch email, direct mail, microsite, prospect incentive 60 profile survey leads $10,000 PowerLinux Integrated Campaign IBM FlexPac Configuration Integrated Campaign SAP HANA System x Appointment Setting Campaign Marketing Consultation & Demand Generation Campaign Content Syndication/ Appointment Setting Campaign Event Marketing Program Cross Brand Appointment Setting Campaign Solution Focused Appointment Setting Campaign IBM PowerLinux IBM Flex System SAP HANA and IBM System x Cross Solution Cross Solution Cross Solution Cross Solution Cross Solution Multi-touch email, direct mail, survey, prospect incentive Multi-touch email, direct mail, configuration website, telemarketing 10 qualified phone $11,500 appointments, Prospect Survey, 6 appointments $13,000 Telemarketing 10 appointments $10,000 Target Marketing Consulting and Telemarketing Content Syndication, telemarketing Multi-touch email, telemarketing Telemarketing Email, telemarketing Market Analysis Report and 10 BANT Qualified Leads $10,000 100 content syndication $10,000 leads with 8 appointments or 400 content syndication leads with no appointments 120 telemarketing hours, $10,000 targets 30-35 registrants and 20 event attendees 14 face-to-face $10,000 or conference call appointments 16 appointments $10,080 ecs.arrow.com 800 544 7674 2
FlashSystem Integrated Campaign (Cost $10,000) This demand generation campaign provides an integrated multi-touch approach to drive quality leads and sales engagements for IBM FlashSystem. Campaign assets are highlighting the speed of IBM FlashSystem and are co-branded with the partner s logo. Approximately 250 net-new validated contacts are provided by the vendor and targeted through direct mail, email and call center. Prospects fill out an eight question qualifying survey that identifies their challenges and where they are in the buying cycle. Campaign includes email follow-up and five 1 hour TeleProspector sessions with optional live call transfers of interested prospects to the partner s sales team. The vendor for this campaign is enter:marketing and the campaign length is 6-8 weeks. Cost is $10,000. This campaign is designed for IBM Partners looking to expand their IBM FlashSystem business and results in a guaranteed 60 online profile survey leads. Program Deliverables, Activities and Timeframe Approximately 250 net-new validated contacts from list built against target buyer profile Introductory email highlighting the upcoming direct mail piece Direct mail with gift card incentive of $50 Amazon gift card for filling out online survey at predesigned microsite. Follow up email Five one-hour follow-up TeleProspector sessions with optional live transfer of interested prospects to partner s sale team. Campaign length is 6 to 8 weeks Optional - Sales Representative available to receive live call transfers of interested prospects during TeleProspector sessions. Company logo in.esp format for co-branding of collateral Target geography and profile for list creation Special Features/Additional Information Five 1 hour TeleProspector sessions with optional live call transfers of interested prospects to partner s sales team - - Average 25%-30% self-profile survey rate with a 12%- 15% self-select engagement request rate 3
PowerLinux Integrated Campaign (Cost $11,500) This campaign provides an integrated multi-touch approach to drive appointment setting for PowerLinux leads. Campaign collateral is pre-designed and co-branded with the Partner s logo highlighting the ability of PowerLinux to add flexibility and scalability to the datacenter. A contact list is provided by the vendor and approached by direct mail, email and telemarketing. Prospects receive a flexible Frisbee with the direct mail, driven to a microsite and are incented with a $50 visa gift card or $149 Nike+ FuelBand to fill out a survey. In addition, there is a total of 4 email communications which are followed up by telemarketing. This campaign results in a guaranteed 10 qualified phone appointments and 8 to 12 future appointment opportunities. The vendors for this project are channelboost (design and execution) and Leads ondemand (telemarketing). This campaign can be launched in as little as 2 weeks at a cost of $11,500. This campaign is designed for IBM Partners looking to expand their IBM PowerLinux business and results in a guaranteed 10 qualified phone appointments and an estimated 8 to 12 future appointment opportunities. Program Deliverables, Activities and Timeframe List of prospects in targeted geography included Company logo for co-branding Target geography and profile for list creation Special Features/Additional Information - - Provides over 6,500 partner and IBM brand impressions in the targeted marketplace Pre-designed email announcing direct mail piece Two HTML emails One plain, text based email Microsite with form capture and resources Direct mail including flexible Frisbee $50 gift card/nike+ FuelBand fulfillment for survey completion Telemarketing follow-up Campaign can be executed in as little as 2 weeks ecs.arrow.com 800 544 7674 4
IBM FlexPac Configuration Integrated Campaign (Cost $13,000) This campaign is an integrated multi-touch campaign designed to drive high value leads for IBM Flex Systems. Campaign collateral is predesigned and co-branded with the Partner s logo highlighting special IBM FlexPac pricing currently available for the IBM Flex systems. A list of approximately 1,000 contacts is provided. Up to 6 email and direct mail invitations are sent to drive the prospect to a personalized Flex configuration microsite that features IBM Flex Pac promotional discount. Advertized discount is 50% off of standard list prices. Actual IBM promotional pricing is up to 60% off list pricing providing flexibility for the Partner to set enduser discounts. The interactive Configurator provides the ability to configure and print a custom Flex system configuration. In addition, the configuration can be sent to the Partner s sales team. Follow-up is done by email and telemarketing. This campaign results in a guaranteed minimum of 6 appointments. The vendor for this project is VLG Marketing. Campaign length is 6 months at a cost of $13,000. This campaign is designed to highlight the affordable pricing and configuration highlights of IBM Flex System and provided a minimum of 6 guaranteed appointments. Program Deliverables, Activities and Timeframe Targeted contact list of 1,000 contacts built against target prospect profile included Co-branded partner logo customized direct mailer Partner Branded Flex System Configurator web site Telemarketing follow-up to direct mail and email Confirmation and lead passing of interested prospects Monthly Activity reporting Campaign length is 6 months Partner logo for co-branding of collateral and microsite Target geography and profile for list creation Special Features/Additional Information VLG Appt System Sales follow up services which include direct phone calls and emails to secure an appointment. Targets will receive an initial phone call from a VLG representative within 1-5 minutes of them visiting the microsite. NOTE: Arrow will supplement the overage of $3K for the partner 5
SAP HANA System x Appointment Setting Campaign (Cost $10,000) This campaign provides highly qualified sales opportunities for SAP HANA on IBM System x within a Partners target market. Telemarketing is used to generate interest from a vendor supplied list. This campaign results in guaranteed 10 appointments. The vendor for this project is Selling Simplified. Campaign length is 30 to 45 days at a cost of $10,000. Campaign Goal and Contracted Results This campaign is designed for IBM Partners looking to expand their SAP HANA/System x business by providing 10 guaranteed appointments. Program Deliverables, Activities and Timeframe SAP install base list in targeted geography. This campaigns span from 30 to 45 days through completion Telemarketing SAP Install base list to set appointments Target geography and profile for list creation Special Features/Additional Information This campaign has proven results with over 80 successful appointments delivered around this messaging. ecs.arrow.com 800 544 7674 6
Marketing Consultation and Demand Generation Program (Cost $10,000) This program combines an in-depth marketing assessment consultation from Market Resource Partners (MRP) with a demand generation telemarketing campaign to provide 10 leads with the budget, ability to purchase, need and timeframe (BANT) qualification. The marketing assessment takes input from an initial assessment consultation that clarifies the target market for the campaign including industry, geography, company size, and solution audience. This information, combined MRP s marketing intelligence and expertise; providing a detailed Marketing Analysis Report of the solution. Based upon the results of this analysis, a telemarketing demographic is agreed upon and a telemarketing list is developed from MRP s proprietary market intelligence database. This program results in 10 BANT or A&B qualified leads along with 10 additional leads. The campaign length is 6 to 8 weeks at a cost of $10,000. This campaign is designed to assist Partners with the identification and clarification of their solutions target market and provide in-depth marketing assessment of a Partner s solution along with 10 BANT qualified leads based upon profile determined by the assessment. Program Deliverables, Activities and Timeframe Market analysis conference call Market Analysis Report review and consultation List pull from MRP s proprietary contact database Partner team participation in Market Analysis Special Features/Additional Information Telemarketing calls are recorded for quality assurance Appointments are confirmed the day of the appointment and rescheduled as necessary Prospect is contacted after appointment to get feedback and next steps. Telemarketing solution to set appointments 10 BANT or A&B qualified leads along with 10 additional leads Campaign length is 6 to 8 weeks 7
Content Syndication/Appointment Setting Campaign (Cost $10,000) This campaign involves developing leads, appointments, and company exposure using content syndication. Content is designed for optimal exposure and deployed using a push strategy to a proprietary pool of over 300,000 opted-in prospects that are prequalified to be interested in the subject matter. In addition, content is hosted on hundreds of publisher sites like PC World and CIO. com. Leads are then phone verified for accuracy and appointments are set-up with qualified and interested prospects. This campaign results in 100 content syndication leads with 8 appointments or alternatively 400 content syndication leads with no appointments. The vendor for this project is Selling Simplified. The cost of this campaign is $10,000 Promote content to 300,000 prospects and develop 100 content syndication leads with 8 appointments or 400 content syndication leads. Program Deliverables, Activities and Timeframe Assist content design or selection Special Features/Additional Information Content can be custom designed for this campaign Design Content for optimal exposure Deploy a push strategy, marketing to our pool of over 300,000 opted-in prospects prequalified to be interested in the subject matter. Host content on hundreds of Publisher sites like PC World and CIO.com Phone Verify all leads for 100% accuracy Set up the appointments with qualified and interested prospects (Value Add-on) Campaign length is 6 to 8 weeks ecs.arrow.com 800 544 7674 8
Event Marketing Program (Cost $10,000) This program provides event marketing services to promote and drive attendance to your live demonstration or marketing events. A list of up to 5,000 target relevant contacts is provided by the vendor. Invitation development and registration site set-up is also included along with a multi-wave email campaign of the invitation. 120 hours of telemarketing is included to recruit attendees and to confirm registered attendees prior to the event. The partner is responsible for the presentation at the venue along with any event costs including but not limited to venue tickets (if needed), food, beverages, parking, AV rental and room rental depending upon the event. This program is targeted to provide 30 to 35 registrants and 20 event attendees. Campaign length is 6 weeks including two weeks to develop the concept, create the invitation and secure the venue and four weeks to recruit attendees. The vendor for this program is Xactly IT and the cost is $10,000. This campaign is designed to drive attendance to a Partner event providing a targeted 30 to 35 registrants and 20 event attendees. Program Deliverables, Activities and Timeframe A list of up to 5,000 target relevant contact is provided Venue scouting and venue/event coordination assistance All venue and event related costs All presentation activities Special Features/Additional Information Event attendees are confirmed by telephone prior to the event Customized Event invitation Multi-wave eblasts of the invitation 120 telemarketing hours to drive attendance and confirm attendees Registration Site Setup Six weeks are required to execute this campaign 9
Cross Brand Appointment Setting Campaign (Cost $10,000) This campaign provides highly qualified sales opportunities around any Partner solution focusing on appointment setting. Custom designed email and telemarketing is used to generate interest from a vendor supplied list. This campaign results in guaranteed 16 appointments. The vendor for this project is ISS. Campaign length is 30 to 45 days at a cost of $10,000. Cross solution appointment setting campaign guaranteed to product 16 appointments Special Features/Additional Information ISS uses the following strategic telemarketing approach: Program Deliverables, Activities and Timeframe List generation from Partner provided target buyer profile Custom designed email delivered to prospects Outbound telemarketing follow-up and appointment setting Evite appointment confirmation A. Connect with C Suite Decision Maker B. Ask Decision Maker for Referrals to Influencers C. Secure Appointment via EVITE E. Send Sales Person EVITE F. CONFIRM day before Appointment G. ISS NEXT STEP: Feedback! Campaign spans from 30 to 45 days through completion Project contact focal Target geography and profile for list creation ecs.arrow.com 800 544 7674 10
Solution Focused Appointment Setting Campaign (Cost $10,080) This campaign uses telemarketing to drive solution focused appointments. Approximately 100 companies are targeted from a vendor provided or Partner provided prospect list. Telemarketing is conducted by one or two dedicated telemarketers with weekly progress reports. This campaign results in a minimum of 14 guaranteed face-to-face or conference call meetings. The vendor for this project is BAO. Campaign length is 6 to 8 weeks at a cost of $10,080. This campaign is designed to set appointments for a solution based Partner offering providing a guaranteed 14 face-toface or conference call meetings. Special Features/Additional Information One or two dedicated BAO telemarketing representatives will be assigned to this project. Program Deliverables, Activities and Timeframe Targeted contact list is included or a provided Partner list may be used. Telemarketing to 75-100 target companies Weekly reporting Campaign length is 6 to 8 weeks Target geography and profile for list creation 11
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