Br roundtable marketing + partners 2016 angela bates
•Download as PPTX, PDF•
0 likes•83 views
Roundtable with startups on building a brand that lasts and partnering with enterprises
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Br roundtable marketing + partners 2016 angela bates
Similar to Br roundtable marketing + partners 2016 angela bates (20)
Recently uploaded
Recently uploaded (20)
Br roundtable marketing + partners 2016 angela bates
- 1. Angela Bates Programmes Leader, Developer Ecosystems and Startups IBM UK and Ireland @angelajbates Tips for Scale-ups
- 2. Today Instaduction Scaleup Tip 1: Building a brand that lasts Scaleup Tip 2: Partnering your way to success
- 3. Instaduction
- 4. Scale-up Tip 1: Build a brand that lasts
- 5. ‘At its simplest, a brand is a recognisable and trustworthy badge of origin, and also a promise of performance’ – Paul Feldwick, What is a Brand? What is a brand? RB
- 6. Brands and how they fit with marketing Your brand • Who you are, what you do, why it matters Marketing Strategy • Creates and nurtures relationships Marketing plan • Path for achieving your goals BM
- 7. It’s what defines you – not what you sell Your brand is an asset to be valued It’s about what your company wishes to be
- 8. 8 An enduring Idea… Who they serve How they are primarily experienced What differentiates them What makes a great brand?
- 9. 9 An enduring Idea… Who they Serve How they are primarily Experienced What differentiates Them Thinking Differently Contrarian Product Design
- 10. 10 An enduring Idea… Who they Serve How they are primarily Experienced What differentiates Them Feeling Happy The optimist in everyone Social setting, friends and family Iconic coke bottle
- 11. 11 An enduring idea: “Our definition of progress is the application of intelligence, reason and science to improve business, society and the human condition. To make the world work better! Not about making the world a better place necessarily its about making the systems of the world work better” – Ginni Rometty World- changing progress
- 14. 14 Differentiated by: Our values Innovation that matters, for our company and for the world. Trust and personal responsibility in all relationships. Dedication to every clients success.
- 15. 15 Differentiated by: Living our values Who they serve: Forward thinkers An enduring idea: World-changing progress Experienced through: The IBMer 15
- 16. 16 A cognitive business is a business that thinks
- 17. 17 What’s our enduring Idea… Who do we serve How are we primarily experienced What differentiates us YOUR BRAND?
- 18. Scale-up Tip 2: Partnering your way to success
- 19. What to understand about working in a large enterprise……. 19 It’s complicated IBM Institute of Business Value – “The New Era of Ecosystems”
- 20. Understanding the sales channel 20 Your cool idea or product “PartnerJudo The Inside Story: How To Build Enterprise Tech Alliances and Sell Your Company” – Nigel Beck
- 21. Tip for startups - Be your own status report 21
- 23. Go-To-Market Support Business Mentorship + Services Technical Expertise Start building with up to $120K USD in IBM Cloud credits. Developer.ibm.com/startups Join the programme members benefits include: @IBMGE www.developer.ibm.com/startups
Editor's Notes
- As way of introduction, here’s a few photos - Originally from Nottingham - Graduated from Surrey University English and Sociology - Then worked for a number of Big – HP – and small - Merisel, Uniplex – technology companies before finding my way to IBM - Where I discovered I could combine my passions of working with cool people (me at Tech.London launch with the VP of Cloud, a startup & our team), technology, cats and food – Gif from current Futrue of Retail Challenge I’ve spent the past 6 years helping startups and entrepreneurs be successful working with IBM I live in a Surrey Village Surrey - Music is a big part of our family life – here are some of our guitars and sing in a choir
- As a startup, building a brand may be the last thing on your mind, or perhaps you’re not sure what the term brand means, but it’s something you should plan for and set the guiding principles of your marketing strategy. I’ll talk about the 4 main things to think about when planning your brand, but first Let’s explore a little about brand and why this is the starting point for any marketing activity
- A brand is not just a company’s logo, website, or product offerings; it’s much more than that. Your brand is how people, including your potential customers, perceive you. A brand is not the tangible products or services you provide; it’s intangible. It’s your personality. It’s your story. It’s your image. It’s how people view you and what value they believe they’ll obtain from you. At it’s basic, the brand is a badge or origin – but also a promise to your customer If a brand is essentially based on customer and public perceptions, then branding is the process of shaping those perceptions; it’s a combination of the actions you perform to get your existing or potential customers to view you a certain way – although ulimatley you can’t control every perception, you can hopefully ensure that every chance you get to convey your brand is consistent – and remember that any negative perceptions once out there are hard to change.
- In the context of developing marketing strategies and plans, your brand is all about what your company wishes to be, and therefore is the foundation of all communication and marketing tactics. In order to illustrate how brands are built, then here’s a few words from our Chief Marketing Office, John Iwata, on what is the IBM brand.
- So just to pull out a few comments on brands,…
- In order to become a great company and a great brand, we looked into what other great brands were doing. We observed that they had made some deliberate choices in 4 key areas: Having an enduring idea – not just an idea to make money but what the brand stands for why it exists. Who the serve– key choices about their target audience and what is it about the people they sell to that makes it relevant How that brand is experienced – most meaningful and memorable What differentiates them – what is it that they can offer that no body else can? Lets think about this taking some key brands that we are all familiar
- Apple, Core idea – thinking differently about challenges Serve – Contrarian, customer who values being different and special (although being more like everyone in todays world) Experience – through design of products Differentiates them – Simplistic design
- Coke: Core idea – feel happy when enjoying drinks (open happiness slogan) Serve – the optimist in everyone Experienced – social setting, fun with friends and family Differentiates – iconic coke bottle
- For IBM, the enduring idea that animates this company is the notion of progress - To make the world work better with technology Our definition of progress is the application of intelligence, reason and science to improve business, society and the human condition.
- Who do we serve? It would make sense for a company who has an enduring idea of progress to serve the people who most value progress – Forward Thinkers.. We believe there is a forward thinker in everyone, in our employees and our clients, investors, business partners.
- When clients were asked this question they stated that it was the people, our employees the IBMers who determines how we are experienced. Ensuring that our employees feel a sense of pride for the company they work for makes them confident in spreading this positive image to the outside world.
- And finally, we are differentiated by our 3 core values
- Our brand strategy put together World Changing progress Serving Forward thinkers Experienced through the IBMer and differentiated by living our values We’ve recently launched a new iteration of our branding built around the concept of The Cognitive Era – see video
- The branding remains the same, but expressions of branding can evolve over time We’ve recently launched a new expression of our branding built around the concept of The Cognitive Era
- So this is a useful exercise for you to do with your own brand It can be your reference guide to any marketing activities you do
- I’d like to move on to the second tip for scaleups and that’s around partnering specifically with large enterprises. The importance of innovation is not lost on most corporates. Much has been written about the drastically shortening lifespan of big companies – the average tenure of a firm in the S&P 500 has shrunk from 61 years in 1958 to 18 years. But the most forward thinking corporates know that the best ideas don’t always come from within their own business. Instead they are setting powerful examples of how working with and investing in startups can help defend and grow market position. IBM are no exception to this and neither are most of our clients. The right corporate–startup collaborations are hugely beneficial for both sides, but can be difficult to pull off. So here are some tips from some of the most successful startup collaborations I’ve worked on
- Understanding the difference between large and small firms is be critical to successful partnerships in new ecosystems But it’s not about what we look like, the difference between large and small businesses is deeper than that and understand the difference will make all the difference when trying to work together. Large companies are experts at complexity. They are a machine that can combine products and services from multiple places and replicate at great scale. - Small companies are experts at disruption and can do that at great velocity Large companies have large budgets, but they are sliced into infintessible small pieces which need to be spend within a particular quarter and results attributed against each £ spent Small companies may have funds from an investor which makes them 12-18months from bankruptcy, but they can spend that money on anything at any time to drive scale The focus on communications and interactions with large business - How can your product ease the burden of that complexity jungle?
- It’s tempting for small businesses to see large businesses’ sales channel as the pathway to success and to hit them straight on. But sales teams in large businesses are reluctant to introduce new ideas to their client. They tend to sell what’s easy, what the client knows and what’s worked in the past to fuel their greed to make their sales target. They are reluctant to change. There is another place in large organisations that are hungry to work with smaller businesses. And that’s the marketing department. Get to know the people in the marketing department of the large company you are trying to work with and understand what drives their need to get messages out to the market place and how what you do can help them. Marketing people have a show stories of how their company is different, and small companies can help them prove that.
- When I work with entrepreneurs in IBM’s Global Entrepreneur programme, I tell them to keep me informed about what they are doing – those that shout the loudest I’m more likely to showcase to the rest of the organisation.
- Example – we met interactive events and presentations startup Glisser at the MassChallenge London accelerator late last year. Since then, they have adopted IBM Softlayer IaaS and we gave them the opportunity to showcase their technology for our Cloud all-hands Sales meeting last month resulting in several business opportunities Example – we met KnowNow at the Cognicity Challenge Accelerator held at Level39. Since then, they have intergrated several IoT technologies for smarter cities and smarter buildings and built a dolls house using live data feeds from a passive house which we show at various events for clients around the country. Example – Bluebel, winners of our Smarter Cities Retail Challenge connect with us regularly and show progress in adoting IBM technology even though they are pre-launch. They recently showcased at our Bluemix Pop-Up Shop in Shoreditch last week with press. Tell your story through sharable digital content – demos, videos to leverage what you have done and nurture your big company contact well to access he rest of the organisation and your ultimate goal – the sales teams.
- IBM Global Entrepreneur: Empowering startups to fuel the next generation of innovation It takes more than hard work and determination to transform an idea into an enterprise. That’s why startups are tapping into IBM’s wealth of resources, clients, and technology to supercharge their growth. IBM Global Entrepreneur is your gateway into a global ecosystem of top business leaders and investors, technical experts, enterprise clients and so much more. Start building with up to $120K USD in IBM Cloud credits.