The Value of Marketing for the (B2)Business MarketingTop Barbara Vulto Marketing Director IBM

Agenda IBM mission: be the innovator´s innovator True 1:1 marketing, client centric Trusted Business Advisor Value-add to the business Innovation that matters

IBM mission: be the innovator´s innovator

True 1:1 marketing, client centric

Trusted Business Advisor

Value-add to the business

Innovation that matters

IBM the innovator´s innovator 2004 2005 2006 2006

True 1:1 marketing

Trusted Business Advisor Customer authority Customer dialog Integrated execution Solution experience Human performance approach Customer focused

Customer authority

Customer dialog

Integrated execution

Solution experience

Human performance approach

Customer focused

Value-add to the business Market Insights Real Objectives Business Planning Account Planning Sales Enablement Business Development Demand Generation

Market Insights

Real Objectives

Business Planning

Account Planning

Sales Enablement

Business Development

Demand Generation

Innovation that matters Lofar A breakthrough in Astronomy Global InnovationJam An Invitation to Collaborate SecondLife Creating new ways to target audience InnovationWeek An Invitation to join us in the Innovation Journey

Lofar A breakthrough in Astronomy

Global InnovationJam An Invitation to Collaborate

SecondLife Creating new ways to target audience

InnovationWeek An Invitation to join us in the Innovation Journey

Your products? Your services? Your financial strength? Your customer base? Your supply chain? Your management systems? Your business model? Your history? Your brand? Your expertise?

Backup InnovationCases

Lofar, a breakthrough in Astronomy Discover the universe in a radical new, ‘low cost’ way Make Europe #1 in radio astronomy Blue Gene super computer configuration equipped with 25,000 processors 25.000 sensors, growing to 100.000’s Space to earth exploration: mining, agriculture, weather, earth quakes

Discover the universe in a radical new, ‘low cost’ way

Make Europe #1 in radio astronomy

Blue Gene super computer configuration equipped with 25,000 processors

25.000 sensors, growing to 100.000’s

Space to earth exploration:

mining,

agriculture,

weather,

earth quakes

Global InnovationJam An Invitation to Collaborate A large-scale on-line discussion forum Clients, partners and IBM employees Potential innovations at the intersection of emerging, new technologies and major business/societal shifts Going Places, Staying Healthy, A Better Planet and Finance and Commerce Outcome: InnovationJam by the numbers: More than 150,000 participants, representing 104 countries 67 client, partner and university organizations 31,000 concurrent users at peak of Phase One More than 4.6 million page views of Jam materials and discussions Joint selection where to invest $100 mio

A large-scale on-line discussion forum

Clients, partners and IBM employees

Potential innovations at the intersection of emerging, new technologies and major business/societal shifts

Going Places, Staying Healthy, A Better Planet and Finance and Commerce

Outcome:

InnovationJam by

the numbers:

More than 150,000 participants, representing 104 countries

67 client, partner and university organizations

31,000 concurrent users at peak of Phase One

More than 4.6 million page views of Jam materials and discussions