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IBM Business Analytics Marketing Overview


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Accelerate success with IBM Software, business analytics marketing overview by Phil Powell, Business Analytics business development lead - Europe.

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IBM Business Analytics Marketing Overview

  1. 1. © 2013 IBM Corporation Worldwide Business Partner and Midmarket Marketing Business Analytics Marketing Overview Phil Powell Business Analytics business development lead – Europe 8th May 2014
  2. 2. © 2013 IBM Corporation Agenda  Buyer focus  Cognos Express Lead offering  Mid Market marketing demand generation assets  Case study support  Forward looking BI  Awareness  CoMarketing  Enablement  Call to Action 2 May 8, 2013
  3. 3. © 2013 IBM Corporation Broad Business Analytics portfolio facilitates “land & expand” strategy STILL the ONLY Reporting, Analysis and Planning solution, purpose built for midsize organizations. Start with Cognos Express and Expand Business Intelligence Predictive Analytics Performance Management IBM Cognos Express IBM SPSS Modeler IBM Cognos Express IBM Cognos Insight IBM SPSS Statistics IBM Cognos Insight IBM Social Media Analytics IBM Cognos Disclosure Management
  4. 4. © 2013 IBM Corporation IBM Software One Lead-With Offerings for Midmarket 4 Offering Description Value Prop QRG URLs: W3 / PartnerWorld Key info in QRG: - Prospecting Questions - Average Deal Size - Competition & Differentiators Cognos Express Hot – Simplified design, extended mobile support & new visualizations!! Integrated business intelligence and performance solution that delivers the reporting, analysis, dashboard, scorecard, planning, budgeting and forecasting capabilities that workgroups and midsize companies need at an affordable price Helps businesses transform their financial processes so they can react quickly to changing business conditions PW QRG PW Sales Kit W3 Sales kit & QRG Take Back the Business User Plan SPSS Statistics Professional Hot – Predictive with output on smart devices Solution to understand data, analyze trends, forecast and plan to validate assumptions and drive accurate conclusions by means of ad-hoc analysis, hypothesis testing, geospatial analysis and predictive analytics Improves decision-making — ultimately expanding markets, improving research outcomes, ensuring regulatory compliance, managing risk and maximizing ROI PW Sales Kit W3 Sales kit & QRG Cognos Disclosure Management (SaaS + OnPrem) New – Enablement, Assets & Community “Enterprise” disclosure management solution that automates any and all narrative and collaborative, internal and external, reporting processes. Gain time, gain control and gain confidence over financial reporting processes PW QRG PW Sales Kit W3 Sales Kit & QRGl Social Media Analytics (SaaS) Application that enables marketing professionals to be more agile &responsive to customers. Facilitates organizations to measure social media across Sales, Supply Chain & Customer Service. Drives deeper customer relationships and more cost-effectively informs & improves customer processes to optimize their brand’s performance & grow. PW QRG PW Sales Kit http://W3 Sales Kit & QRG SPSS Modeler Provides a range of advanced algorithms and capabilities including text analytics, entity analytics, social network analysis & automated modeling to address a multitude of business problems and analytic requirements on almost any type of data. Enables organizations to improve business processes and help people or systems consistently make the right decisions by delivering recommended actions at the point of impact. PW customer presentation Cognos Insight Provides the most versatile analytic capabilities with greater simplicity. Cognos Insight empowers all users to independently explore data, build scenario models and share Insights without IT assistance. Simpler, easier to use, and faster approach to creating interactive, compelling analytic experiences and data discovery without complex scripting or programming. PW QRG External links provide additional offers PW & Internal links provide additional assets & positioning
  5. 5. © 2013 IBM Corporation Forward Looking BI - Great Message for Midmarket
  6. 6. © 2013 IBM Corporation With business intelligence and predictive analytics from IBM, transform data into useful insights. Help make confident decisions and improve operational efficiencies with historic, current and predictive views of your business. Predictive analytics enhances the value of deploying BI reports, dashboards and scorecard capabilities across the enterprise with visibility into your businesses past, present and future Leverage data: Analyze information in any volume, combination and complexity Provide insights: Use a trusted platform for delivering forward looking business information Make confident decisions: Complete visibility into your business with predictive analytics Outperform expectations: Transform your business from a reactive operation to a proactive market leader
  7. 7. © 2013 IBM Corporation Making Noise in the Market – MM Big Data & Analytics Team Advertising Social Media  Country specific conversation calendars  Influencers/bloggers 7 May 8, 2013 Midmarket Big Data & Analytics Print, on-line, awareness landing page Predictive Analytics for Midmarket Radio, on-line, awareness landing page Reference-based infographics. Featuring two unrelated midsize companies that share a common thread of solving a business need using IBM technologyBusiness Partner Video • IBM Business Partners with expertise in Big Data and Analytics solutions  Leverage tweetsheets/Newsletters for social content:  BP tipsheets  BP (BP Newsletter) Contact Crisha Mulchan for MMPF Assets/Campaign materials
  8. 8. © 2013 IBM Corporation Don’t build your plan alone - get help from IBM Get ready  Visit the Software Group Marketing page on PartnerWorld  Determine focus and entry-point solutions  Use a PartnerPlan template Do research  Get market insights & competitive information Get help  Consult with your VAD or Marketing Agency  Work with your Co-marketing lead or Business Analytics Marketing Manager  Listen to the replay of the IBM March 6 webcast: Building your marketing plan
  9. 9. Objective Grow Revenue by $200K Industry Retail Target Audience & Customer Need Key Message CMO, Marketing Directors Using customer data to determine/understand what customers want. Specific Customer Need: Predict which customers are at risk of leaving and retain them IBM Software Capability: Market Growth Category Analytics (Customer Analytics) Start conversation Make case Meet Experts Sales Handoff Buyer Journey Learn Solve Compare Purchase Information need Problems the industry is focused on. Thought leadership Looking for Solution that address specific Pain point Start to compare features & functions Serious about moving forward & talk to an expert What format Social media Conversation about problem areas, Success stories, Case Studies White Papers, Cases Studies Guided tours of products, Online demos. Opportunities to meet with the experts Client References How Interaction Online communities, Blogs, web site, Telemarketing to target industry, audience list . Spending Categories: Advertising. Direct Marketing (purchase list) Social Media to generate demand. Digital Marketing, TeleMarketing Presented by a Speaker at Webinars, Educational videos, on Web Site or Face to Face events. Spending Categories: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows) Series of small focused face to face Marketing Seminars designed around topics, Customer Conferences with Subject Matter Experts. Spending Category: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows) Focused marketing seminar meet the expert with Sales team in attendance. Spending Category: Customer Conference or Marketing Seminar Example of completed Marketing Plan Time period – 2014 (12 months)
  10. 10. Calendar of Important dates – look at Big Blue planner Jan Feb March April May June IBM Marketing Vision Learn Solve Compare Purchase July August Sept Oct Nov Dec IBM Marketing Insight (Las Vegas) Learn Solve Compare Purchase
  11. 11. © 2014 IBM Corporation New business Events May June July/Aug Digital (inc. webinars) Sept BA Live -24 Sept. London -(BI & Predictive) BA Showcase - 8 July London - July, Manchester POT – 16 May, Dynamic Cubes POT – 25 June, TM1 __________________________________________________________________________________________________________________________________________________ Progression Events FPM Executive Briefing, London x2 BI Performance Mgmt. Predictive (Enterprise) Finance Forum 11 June, London POT – - 7 May, Predictive POT – Predictive Telemarketing 1. Cross BA portfolio & by solution pillars +++++++++++++++++++++++++++++++++++++++++++++++++> 2. Risk: Algo (Buy-side) +++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++> Customer References/PR Cross BA portfolio +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++> FPM, BI, Customer Analytics ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++> Risk SPSS Volume IBM Business Analytics Q2-Q3 marketing activity plan: UK SPM Breakfast Briefing, 3 June, London Insurance Executive Briefing, 17 June, London POT – 9 June, Visualisation POT Visualisation POT TM1 POT Dynamic Cubes __________________________________________________________________________________________________________________________________________________ Customer base campaign (BI) ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++> SPSS Customer Day, London
  12. 12. © 2013 IBM Corporation Leverage BA for Midmarket Asset/Programs 12 May 8, 2013  Assets/Programs by Audience - IT, Marketing, Decision Makers, Finance) – BA MM Portfolio Videos – Whitepapers – Programs in a Box – Hands on Workshop – And MORE  Cognos Express Quickstart Guide – Expand BPs Solution Portfolio for “Land and Expand” opportunities  Forward Looking BI – Great Message for BA Midmarket - net new or existing customers  Find Q1 Business Partner Guidance for Midmarket deck HERE on PartnerWorld  Visit the Business Analytics Midmarket PartnerWorld Page  Visit the Midmarket Program Framework BD&A PartnerWorld Page NEW
  13. 13. © 2013 IBM Corporation13 May 8, 2013 Share your Cognos Express Customer Successes • On-going program - FREE for Partners & Customers • Customer gets a flip-cam – to keep! • Partner and Customer works with IBM agency to record video in local language • Protekta video - German with English subtitles • Always looking for NEW stories to add • Contact Crisha Mulchan ( to get started today! Ted’s Montana Grill cuts budget planning time by 75% Uponor slashes annual IT costs by $400,000 JB Poindexter saved $75,000 annually in hardware costs and increased productivity by 125%. Argility reduced budget cycle by 66% IBM Cognos Express Voice of the Customer Video Case Studies IBM Midmarket Customers WITH Business Partners are driving big results Voice of customer link: http://www-
  14. 14. © 2013 IBM Corporation 3-touch eNurture Stream Example of execution of Campaign Drive-to offer Email (whitepaper, case study, event) Sales / call handler Follow-up • Opportunity Qualification • Call Script • Promotion of Event • Follow up email Registration Form Nurturing Web Page +7 days +7 daysSame day World Wide Web •Google Search Results • •Social Media Drive-to elements Web nurture environment
  15. 15. © 2013 IBM Corporation Team with IBM to drive demand generation Worldwide funding for eligible Business Partners to drive leads and win revenue Funded Tactics Digital Marketing • Webcasts, white papers, case studies, self-running demos, videos • Social media marketing activities to generate demand • Search engine optimization designed to improve lead generation • Pay per click to drive users to registrations or leads (Google AdWords) • Website development • Marketing on mobile devices Advertising • Print - newspapers, magazines, etc. • Catalogs, billboards, radio/television Direct Marketing • List of prospects • Creation, production and distribution costs Telemarketing • Prospect lists • Temporary staff costs to conduct telephone campaigns • Telemarketing vendor fees for orientation and campaign calls Marketing Consultation • Services provided by a reputable, qualified agency to build marketing plans and campaigns Tradeshows, customer conference, marketing seminars • Eligible exhibitor sponsorship packages • Registration fees for Business Partner employees as part of sponsorship packages • Booth space and furniture/carpeting rental, audiovisual and computer equipment rental and internet costs • Signage and booth displays • Collateral and gifts, including promotional merchandise • Speakers for Business Partner led events  50:50 funding match  Additional funds for proven results  Software co- marketing agency support  Supports progression activities  Expanded for SaaS solution demand generation
  16. 16. © 2013 IBM Corporation Use software co-marketing to progress and close leads • If you are eligible for software co-marketing, submit your marketing plan to IBM • Reference at least 2 validated leads from GPP that you plan to progress in your Marketing Activity Request (MAR) • The leads can come from any source • Passed to you by IBM or your VAD • Generated through use of co-marketing funds • Generated through your own marketing activities • Example progression activities • Live or virtual events, hands-on workshops, webinars, and webcasts • Create videos and post on You Tube, create client case studies and publish whitepapers followed by a drive-to campaign 16
  17. 17. © 2013 IBM Corporation Courses offered in these areas: •SEO: Bolster your organisation’s online presence •E-mail Marketing: Alive and thriving •Digital Marketing •Social Media Marketing •Database Marketing DMA Courses: available now at no charge to Business Partners!  Free online self-paced courses to help you become even better marketers  Available to all PartnerWorld members  Content available in all countries, though in English language only page/swg_com_sfw_build- marketing-expertise
  18. 18. © 2013 IBM Corporation Ensure you and your Business Partners are registered for the Software Business Partner webcast series Register here for webcasts and replays Even if you cannot attend on the date, you can register and access the replay January 21st Breaking New Ground with IBM Software - replay February 6th New 2014 Channel Incentives - replay February 27th SaaS incentives - replay March 6th Marketing plans and market opportunity - replay April 10th Social Media / Digital Marketing - replay May 1st IBM Software One and SVP Small Deals - replay June 5th Clients demand the right technical skills - Register here
  19. 19. © 2013 IBM Corporation Getting Started with Social Media Digital Marketing: Get Social 19 Self-study: Social Media Boot Camps Virtual classroom: Understand the business value Learn the basics of social Reference peer successes No cost 8-week virtual course Step-by-step training Access continuing education Follow #ibmpartners on Twitter Advanced Social Media From 2 to 6 one-hour modules Topics include blogging, going mobile, social for events and more Learn how to use and leverage social media in your business
  20. 20. © 2013 IBM Corporation20 May 8, 2013 Call to Action  Submit your Customer Case Studies  Add Cognos Express to your solution portfolio if you are not currently using it in your Go To Market  Leverage Business Analytics assets/Campaigns for Midmarket
  21. 21. © 2013 IBM Corporation UKI Marketing contact 1. Phil Graham Mobile: 44-07710 820705
  22. 22. © 2013 IBM Corporation Backup
  23. 23. © 2013 IBM Corporation Keep Up-to-Date on New Campaigns & Assets • Make sure you have check the Business Analytics box to receive communications in your PartnerWorld profile. Update your profile: https://www- /mem/ContentHandler/pw_com_udp_i ndex • Make sure you are on the distribution list for your IBM Channel Sales and Marketing Managers • Get on the distribution list for the BA Partner Marketing Newsletter, send email to