Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation

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  • Let me take a few moments and tell you about us
  • The introduction of the web as a media distribution channel has greatly changed the way “buyers” conduct their research. On the flip side marketers must also change their marketing strategies to attract and connect with these buyers: Majority of pre-purchase research being done on the web – both commercial and consumer Search is the gateway for this research – primarily google IT industry looking for quick information/answers to research projects – also rely heavily on third party information – analysts, publishers (TechTarget), etc. As audiences information needs become more acute, their need for the most specific information increases. The internet has provided an environment with the ability to satisfy this need. Example from consumer broadcast market – difference between reaching golfers by advertising on the major networks that carry golf vs. advertising on espn vs. advertising on the golf channel. Online gives you the ability to efficiently target the most specific, interested, and engaged audience around a particular technology market.
  • Buyers may be doing general searches to just get educated and help them further understand the business problem they have identified. At this point they will use a search engine like Google to open the door to their search to broader category sites like travel, or general IT, but ultimately, we know they are looking to land on a specific site that is vertically-focused to their IT interest. TechTarget has more than of these sites. When IT buyers are in a research mode they are open to being influenced and this is where your marketing activities should focus.
  • People seek out a wide variety of sources when they’re researching IT topics. Our research shows that online resources are some of the most popular destinations. Search engines were the #1 way that people looked for IT information. People also often look at the websites of various IT vendors (#2) and IT publishers (#4). Of the top 13 ways that people find IT information, 7 are online – showing your audience is moving online.
  • In addition to using many different sources to find IT information, IT buyers read a variety of content types At one point or another, they use all of these content types – all of which can be found online It’s important to note that no one type of content can give IT buyers all the information they need to make their purchasing decisions Notice how the type of content people want changes over time: we’ll look at that more in the next slide
  • Our research shows that IT buyers use the internet throughout their buying process, from their initial need to the final purchase However, the type of online media they look for changes depending on where they are in that process Awareness stage: Early on, people are trying to better understand their problem and identify the opportunity. They often look to online communities, ebooks, and editorial articles. Consideration stage: In the middle of their process, people are trying to find possible solutions. They use search engines, case studies, and webcasts to find more concrete information on the options available to solve their problem. Decision stage: Finally, people want to narrow down the possible solutions to just one. They want specific vendor information from product literature, trial software, or online demos.
  • Your goal is to find IT buyers while they’re actively working to make a buying decision. There are several ways to do this: Targeting : Targeting a specific environment or market helps you zero in on a specific group of IT buyers while they’re researching the topic that you offer a solution to. Search and Syndication : By syndicating information about your company or area of expertise across many websites, you have a chance of reaching the exact type of IT buyer you’re looking for. Syndication gives you an “always on 24/7” presence that allows your content to be available anytime a prospect is actively searching for solutions. Contextual Alignment : This can be your most effective way to generate opportunities because you align and associate your company with expert editorial content on a specific topic and/or subtopic. Illustrate how this works: IT Pro goes to Google and searches on a particular subject re: Network Security. He ultimately lands on SearchSecurity on an editorial piece about network security. Vendor banners served exclusively on this specific page with information regarding the company solutions as well as content offerings. This gives higher exposure and consideration for vendor’s offerings to IT user in research mode.
  • As we saw, more and more people are using the internet to research IT topics. The balance of power has shifted from the seller to the buyer in the IT space with online being the biggest driver of this shift. A prospect can find out almost much of what they need to know about a company, solution, or product online without ever speaking to a representative of that company. Example from consumer industry: what is the process when you buy a car? The first thing you do isn’t go to the dealer lot, you get on cars.com or edmunds or kelley blue book. Then you consult consumer reports, then forums - user/driver sites. Then you get on dealer WEBSITES and compare prices. THEN you walk on to the lot and negotiate pricing and ultimately buy the car. The process is the same in IT. But why have B2B companies turned to online marketing? The main reason is that online marketing can help companies deliver a high return on investment (ROI). The internet – more than any other medium – helps your marketing be accountable because it’s easier to measure results. It is not just about eyeballs anymore like it used to be and continues to be with most offline mediums. You can measure response and generate opportunities for your business in real time. In any economy (but especially a down economy), there is more pressure on marketers to deliver/prove results more immediately. Online helps marketers do just that. Also, companies are learning they can reach a highly targeted audience of just the people they’re most interested in. The better targeted the effort, the more efficient. Because more people are turning to the Web for their IT research, it’s important for companies to be online too or they’ll miss a golden opportunity.
  • To help you reach the best prospects online, here are a few ideas: Content, content, content Make sure the content you offer is highly relevant to the needs of your audience With so much information available online, it’s your credibility that will help you gain trust with your audience. To help you build credibility, connect with a community of trusted experts in your specific niche. You can do everything right in terms of tactics – targeting, syndicating, being contextual – but if your content is weak, not relevant, or not information rich, you will not hold the interest of potential prospects. i.e – “You can lead a horse to water, but you can’t make it drink” Set up a process to nurture opportunities that you can easily repeat. Your online marketing may deliver more opportunities than you expect, so be ready to respond to them quickly using the steps you’ve thought about ahead of time (more on nurturing in a minute). However you choose to reach prospects online, make sure you can easily measure your return on investment (ROI) so you know where your marketing funds are best spent. And, be flexible enough to respond to new learnings during your online marketing campaign.
  • A critical (but often overlooked) part of any online marketing campaign is nurturing the opportunities generated. Why nurture? You help to develop the opportunity, to qualify them more, and increase the chances they’ll be eventually buy from you. Not all opportunities are created equal: as we have seen different people enter in different parts of the buying process and have different information needs. Not all opportunities will turn into fully qualified leads immediately. You first want to break the opportunities into several “buckets” that are based on where they are in the buying process or what type of prospect they are. Follow up by email with each opportunity quickly. Be prepared to follow up with them a number of times over time as you help move them through the cycle – each communication brings them closer to speaking with your sales team and hopefully closing the deal.
  • If you have any questions about the topics we talked about today, please don’t hesitate to ask one of the TechTarget contacts listed here.
  • You just heard Garrett talk about the market in general, now let’s bring the relevance closer to home—you and your market. Your prospect market today is up and down, financial closeouts, bail outs, regulations, end of year profitability issues. They have two things on their minds: do more with less and increase ROI Fifteen years ago, business to business direct marketing reached the mail box and the inbox, today it reaches the briefcase, internet marketing extends to the cell phone and the blackberry, millions of messages traveling round the world every second! Google, once a noun, is now a verb…The average business person seeking information in some subject, “googles” at least 12 times a day—think about it: competitive information, regulations, pricing, case study research, and the list goes on. Your challenge is to be part of that search. Partners are not only faced with breaking through media clutter to gain recognition but also managing their own ROI models. There is the challenge: The cost of generating contacts has risen from $30 per to over $150 per ‘ White space” marketing is a time consuming science A lone business can drown in the sea of media Niche aware, white space adverse
  • Strategic Internet marketing is, obviously, the key to success on the web. Internet marketing isn’t nearly has hard as it appears, as long as you remember a few key rules OR build a relationship with a marketing agency experienced in internet marketing. It is referred to as web… Also refers to… You will hear Julie talk about some of these other tactics in a few minutes.
  • To effectively run a profitable web campaign, you must get the maximum bang for your buck. One strategy for doing this is to qualify your traffic by having a compelling asset; like a whitepaper, a POT, a case study and using market relevant terms, phrases or details in your description. Hot Rational market topics can include web security, governance, testing, compliance, identity theft, hacking. Here you see an example of how a well crafted asset placed on a demographically relevant site can drive opptys to you. The biggest mistake most businesses make with internet advertising and asset development is keyword perspective. Keyword perspective refers to the point of view one has when developing keywords for any type of advertising. There are primarily two perspectives, but each only works with one audience. If you get them crossed up, your internet advertising will be a mess. The industry perspective is usually the area where we see the biggest failures. In the business to business field we are providing services or products to businesses, we need to use industry terms! If a business sells medical solutions to hospitals, your prospects are going to be sophisticated when using technical terms in their searches. They will search for HIPPA compliance instead of medical software. In the business to business scenario, you must focus on industry terms or have your internet advertising fail. Internet advertising for business is all about perspective. You need to focus on who your prospects are and the terminology they use. Failure to do so will lead to the failure of your internet advertising. Remember, you heard it in Garrett’s presentation: content, content, content. Now let me add, relevance, relevance, relevance. Why should it be important to you? 7-35* Varies by country outside the US
  • Internet advertising is a tremendous short term marketing strategy for a number or reasons. First, the advertising gets traffic to your asset immediately. Second, it allows you to convert traffic into dollars. If conversions are low, you can modify the description to get immediate feedback. There are a variety of methods: banner ads, pay per clicks, and guaranteed opptys, You need to decide what your call to action is going to be: do you want to create an image, generate interest, or create demand. We hee at IBM are mindful of your dollars and seek for you to be the most successful, therefore we only endorse publications that deliver guaranteed opportunities. These publications that provide that type of program accept the responsibility for drive to YOU the prospects that will be most successful. Internet advertising is a tremendous short term marketing strategy for a number or reasons. First, the advertising gets traffic to your asset immediately. Second, it allows you to convert traffic into dollars. If conversions are low, you can modify the description to get immediate feedback. Although there are a variety of methods: banner ads, pay per clicks, and guaranteed opptys, we strongly encourage our partners to seek out guaranteed oppty programs. The publications that provide that type of program accept the responsibility for drive to YOU the prospects that will be most successful. EXAMPLE CAMPAIGN: Business Partner has a White Paper Business Partner Pays for Set # Registrations Media Vendor Hosts & Advertises your White Paper You get Registration reports Campaign ends
  • In 2009, Rational tackled the challenge of developing a single, streamlined process for our Business Partners to plan, secure, implement and fund an internet marketing campaign.
  • Plan Wisely: We have created a Business Partner planning document that helps you define your strategy, your market and your messaging. A solid call to action to the right market at the right time in the right place To spend the money for opptys and not have the bandwidth to work them is more serious than not generating leads at all. You will damage your image and lose credibility You will give IBM a black eye You open the door for the competition who is nipping at your heels
  • These 12 steps followed with out deviation, will ensure your campaign success
  • IBM PartnerWorld offers a wide range of benefits to help you will many aspects of Internet-based marketing. Not every Business Partner wants or needs the full range of benefits we offer. But our menu-based approach enables you to choose the benefits that will fill gaps, without giving you more than you need. We have negotiated deep discounts from a variety of third-party vendors who are experts in their fields, to help you access high-quality advice and services. So from beginning to end, IBM benefits can help you integrate Internet-based marketing tactics into your successful marketing campaigns.
  • Transform Your Online Presence & Increase Opportunities with Internet Marketing Benefits from IBM Today, IT customers are looking to the Web to help them identify potential solution providers. In fact, nearly 90 percent of IT decision makers use search engines to locate products and services. IBM PartnerWorld provides a broad set of benefits to help IBM Business Partners leverage the Web to generate leads and drive sales. Web Content Syndication with WebCollage . Today you can augment your website with IBM assets. No cost, turn-key delivery of IBM software content to your Website. Syndicate IBM content such as product information, white papers, brochures, demos, and video directly onto your website with no additional effort or resources required on your side – an estimated savings of $6k per year. You can leverage assets to showcase technology to customers and generate new leads. Campaign Builder. Function of Campaign Designer tool. Enables brands to input an instruction set for a given campaign, including CDT and non-CDT content and tools. Few brands/campaigns are using it now. Search engine optimization . Enhance the effectiveness of your Website and ensure prospects find you. This is a consulting engagement that evaluates your Web site and offers recommendations for changes that will improve search performance. The BP is responsible for implementing the recommended changes. New lower price -- previously $2,000, now $1,500. Offered by EuroRSCG. Solutions-daily.com. BPs can publish an article in a syndicated on-line magazine at no charge. Advertising, banner placement, etc., is additional cost. Catalogs/showcases. BPs can publish info about their IBM-related solutions in the BP Application Showcase, as well as any of four solution-specific catalogs (SOA, Tivoli OPAL, WebSphere Portal, and Lotus solutions). Web Banners, D-mail and E-mail campaigns from Campaign Designer . Direct mail and e-mail templates, as well as Web banners, for IBM campaigns. BPs must arrange and fund placement of banners, as well as printing/postage for d-mail. No charge for e-mail blasts. E-mail list services : Announced end of May 2009. Everything Channel has created a portal specifically for IBM Business Partners to access their e-mail and telemarketing list services. They will send your text or HTML content (including Campaign Designer e-mails) to e-mail lists built to your specified target demographics for both firms and recipients. For a small additional charge, they provide telemarketing information to licensed telemarketing firms, as well as assistance with e-mail design and Flash add-ons for maximum impact. All services are provided at a significant discount off their list prices. At announcement, benefit is available to BPs worldwide, but vendor is only offering lists of US-based prospects. Expect to expand as vendor validates coverage in other countries/geos. Telemarketing . Skilled conversations that engage prospects and identify business needs. Boost attendance at Webinars and drive traffic to your Website. No change to existing offerings or reimbursement/discounts, but new potential uses Internet Lead Generator tool. New tool, developed/delivered by Euro RSCG. Generates custom landing page offering persuasive thought leadership to attract prospect registration. Co-branded Web content to reinforce IBM and BP solution. Tracking to gauge campaign progress and tactic success. Direct contract between BP and agency vendor at pre-negotiated rates – eligible for co-marketing reimbursement. Announced at IMPACT in May 2009. Web Conferencing execution . Create a registration portal. Use LotusLive Meetings (formerly Sametime Unyte) web conference utility. IBM moderator to manage details. Leverage tele-boosting “drive-to” and tele-nurturing follow-though. Webinar execution – $500 charge for IBM moderator includes registration and use of LotusLive Meetings for up to 499 participants - eligible for co-marketing reimbursement, tiered discounting through PWIN. US/Canada only for now. LotusLive Meetings offer . No-charge trial of LotusLive Meetings service for up to 15 participants – one-month trial for Member level, six-month trial for Advanced/Premier. Great for internal collaboration, or for remote demos, prospect meetings or other lead-nurturing activities. Advanced/Premier BPs get 20% discount on license fees at the end of the trial period. Hoover’s membership : Hoover’s is a subsidiary of Dun & Bradstreet. They maintain a detailed database of information about more that 32 million companies – size, industry, revenue and financials, organizational structure, officers and executives, etc. IBM has negotiated a substantial 78% discount off membership access to Hoover’s “Prospector with Family Tree” product – US $1,049 for one user for one year, with unlimited research and the ability to download up to 2,000 records. Use this information to identify prospect companies in targeted industries, identify the right decision-makers within prospect firms, or verify the financial situation of existing clients – an ideal resource to help progress leads generated through Internet marketing.
  • Web Content Syndication . Today you can augment your website with IBM assets. No cost, turn-key delivery of IBM software content to your Website. Syndicate IBM content such as product information, white papers, brochures, demos, and video directly onto your website with no additional effort or resources required on your side – an estimated savings of $6k per year. You can leverage assets to showcase technology to customers and generate new leads.
  • Search engine optimization . Enhance the effectiveness of your Website and ensure prospects find you. This is a consulting engagement that evaluates your Web site and offers recommendations for changes that will improve search performance. The BP is responsible for implementing the recommended changes. New lower price -- previously $2,000, now $1,500. Offered by EuroRSCG. Solutions-daily.com. BPs can publish an article in a syndicated on-line magazine at no charge. Advertising, banner placement, etc., is additional cost. Catalogs/showcases. BPs can publish info about their IBM-related solutions in the BP Application Showcase, as well as any of four solution-specific catalogs (SOA, Tivoli OPAL, WebSphere Portal, and Lotus solutions). Web Banners from Campaign Designer . Direct mail and e-mail templates, as well as Web banners, for IBM campaigns. BPs must arrange and fund placement of banners, as well as printing/postage for d-mail. No charge for e-mail blasts.
  • E-mail list services : Announced end of May 2009. Everything Channel has created a portal specifically for IBM Business Partners to access their e-mail and telemarketing list services. They will send your text or HTML content (including Campaign Designer e-mails) to e-mail lists built to your specified target demographics for both firms and recipients. For a small additional charge, they provide telemarketing information to licensed telemarketing firms, as well as assistance with e-mail design and Flash add-ons for maximum impact. All services are provided at a significant discount off their list prices. At announcement, benefit is available to BPs worldwide, but vendor is only offering lists of US-based prospects. Expect to expand as vendor validates coverage in other countries/geos. Telemarketing . Skilled conversations that engage prospects and identify business needs. Boost attendance at Webinars and drive traffic to your Website. No change to existing offerings or reimbursement/discounts, but new potential uses Web Banners, D-mail and E-mail campaigns from Campaign Designer . Direct mail and e-mail templates, as well as Web banners, for IBM campaigns. BPs must arrange and fund placement of banners, as well as printing/postage for d-mail. No charge for e-mail blasts.
  • Internet Lead Generator tool. New tool, developed/delivered by Euro RSCG. Generates custom landing page offering persuasive thought leadership to attract prospect registration. Co-branded Web content to reinforce IBM and BP solution. Tracking to gauge campaign progress and tactic success. Direct contract between BP and agency vendor at pre-negotiated rates – eligible for co-marketing reimbursement. Announced at IMPACT 2009. Web Conferencing execution . Create a registration portal. Use LotusLive Meetings (formerly Sametime Unyte) web conference utility. IBM moderator to manage details. Leverage tele-boosting “drive-to” and tele-nurturing follow-though. Webinar execution – $600 charge for IBM moderator includes registration management and use of LotusLive Meetings for up to 499 participants - eligible for co-marketing reimbursement. US/Canada only for now. LotusLive Meetings offer . No-charge trial of LotusLive Meetings service for up to 15 participants – one-month trial for Member level, six-month trial for Advanced/Premier. Great for internal collaboration, or for remote demos, prospect meetings or other lead-nurturing activities. Advanced/Premier BPs get 20% discount on license fees at the end of the trial period Hoover’s membership : Hoover’s is a subsidiary of Dun & Bradstreet. It maintains a detailed database of information about more that 32 million companies – size, industry, revenue and financials, organizational structure, officers and executives, etc. IBM has negotiated a substantial 78% discount off membership access to Hoover’s “Prospector with Family Tree” product – US $1,049 for one user for one year, with unlimited research and the ability to download up to 2,000 records. Use this information to identify prospect companies in targeted industries, identify the right decision-makers within prospect firms, or verify the financial situation of existing clients – an ideal resource to help progress leads generated through Internet marketing.
  • This chart shows the costs and potential reimbursements available for these PartnerWorld benefits. Many are at no charge; several have nominal or aggressively discounted pricing. Many are eligible for reimbursement through available co-marketing programs. As always, co-marketing reimbursement is contingent on local policies, funding levels and Business Partner eligibility.
  • This morning we’ll share with you how Island has used the Internet to significantly extend our marketing and presales reach while significantly reducing our costs.
  • Traditional presales programs developed internally by IBM Rational: Demo – Combination of Power Point slides and point and click demo of product. Normally done with overhead projector. POT – 1 or 2 days hosted by IBM. Requires IBM laptops or classroom. Offered to local customers or those willing to travel. POC – 3 to 5 days on-site with individual customer.
  • All of our presales programs can be delivered onsite, but are designed to work remotely using our virtual web capability. Like all small businesses Island has limited resources. Use of web technology has significantly reduce our presales costs.
  • We developed our first remote services during the economic downturn of 2001-2002 in response to customer needs. Clients and the facilitator each connect to an individual remote server using web connection software. It requires only a web browser and takes 2 to 3 minutes to connect. Client’s screen and keyboard drives the remote server as if it was their local machine. This gives clients access to a fully configured work station with very little effort. Everyone joins a phone conference. Group discussions, lecture images, individual exercises, are all identical to an on-site environment, with the facilitator able to see and control individual client machines as needed. Customer acceptance of our remote services was very high, so over the last three years as we have become involved in presales activities, we designed our presales programs to take advantage of our remote labs.
  • Island’s typical test drive consists of a 15- to 20- minute overview presentation followed by 1.5 hours of facilitator-led tool usage. Test drives are open to anyone.
  • We can now offer test drives to anyone in the world. Location does not matter. It is easier to fill seats in our bi-weekly virtual test drives than to fill seats for local test drives. A test drive requires only 2 hours of Island consultant time. No travel; no system setup. Clients do not need to travel. They can connect from home or work. The optional hands-on exercises are greatly appreciated by technical individuals who are not satisfied by demos. Almost without fail, our test drives create internal advocates, because gain an understanding and the confidence that the solution is real.
  • Our Proof of Technology (POT) exercise is available to qualified clients. A POT takes clients through a successful process, using the tool to accomplish real-life tasks.
  • Again, removing the travel requirement is immensely beneficial to both Island and the client. Geographically dispersed teams can attend a POT. A POT can be offered to multiple clients. A single virtual lab supports all POT activities, regardless of where the client or facilitator are located.
  • As you know, the Proof of Concept (POC) engagement is targeted to clients ready to purchase, assuming the POC is successful. In our virtual model, during the installation/setup phase, the student practices each step on a virtual workstation under the guidance of the facilitator. The training offered to the POC team is identical to the POT exercise. Remote POCs are initially a 2-day session. Follow-on mentoring and mini sessions are scheduled as needed to ensure client milestones are met.
  • No travel means we can support a POC anywhere in the world. No travel expense means we can consider POCs at smaller opportunities. Like our other programs, we can offer a POC enablement session to multiple clients (3 to 5).
  • No travel costs/time for client reduces their overhead and cost objections. No travel or living expenses for Island is a tremendous savings, allowing us to engage in more presales activities. A single facilitator can run morning and afternoon sessions for widely separated groups. Sharing of a single virtual lab by all of our customers and facilitators significantly reduces our investment. The world is our backyard when client contact is via the web.
  • Closing slide to be included in all external presentations.
  • Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation

    1. 1. IBM Think!Thursday Sales Enablement Series IBM Think!Thursday Internet Marketing: Finding the Gold August 13, 2009
    2. 2. IBM Think!Thursday Program Overview <ul><li>Rational Think!Thursday Program Assets on the IBM Virtual Innovation Center </li></ul><ul><ul><li>Overview tab </li></ul></ul><ul><ul><ul><li>Find upcoming sales series details and presentations prior to the event </li></ul></ul></ul><ul><ul><li>Training tab </li></ul></ul><ul><ul><ul><li>Find archive of all prior IBM Rational sales series topics, presentations and audio replays </li></ul></ul></ul><ul><li>IBM Think!Thursday Scheduled Events </li></ul><ul><ul><li>PartnerWorld Event Finder </li></ul></ul><ul><ul><ul><ul><li>Use ‘Think!Thursday’ as search criteria in “Additional search values” field </li></ul></ul></ul></ul><ul><li>IBM Think!Thursday Program </li></ul><ul><ul><li>https://www-304.ibm.com/jct09002c/partnerworld/mem/events/eac_think_thursday.html </li></ul></ul><ul><li>IBM Think!Thursday Program Feedback: </li></ul><ul><ul><li>Michael Ryan ( [email_address] ) </li></ul></ul>
    3. 3. Internet Marketing: Finding the Gold
    4. 4. Agenda <ul><li>Business to Business Online Marketing </li></ul><ul><ul><ul><ul><li>Garrett Mann, Vice President of ROI Consulting, Tech Target </li></ul></ul></ul></ul><ul><li>Internet Marketing: Rational Makes it Easy </li></ul><ul><ul><ul><ul><li>Michele Jacobs, SWG Channels Market Manager </li></ul></ul></ul></ul><ul><li>Internet Marketing Benefits for Business Partners </li></ul><ul><ul><ul><ul><li>Julie Shore, WorldWide SoftWare Channel Marketing </li></ul></ul></ul></ul><ul><li>The Web: Extending Your Presales Reach </li></ul><ul><ul><ul><ul><li>Jim Herron, CTO, Island Training </li></ul></ul></ul></ul><ul><li>Q&A </li></ul>
    5. 5. Introducing: Garrett Man, Vice President of ROI Consulting, Tech Target, one of IBM’s premier internet media providers
    6. 6. Business To Business Online Marketing Best Practices Garrett Mann Vice President of ROI Consulting TechTarget
    7. 7. Internet Creates Shift in Media Consumption and Marketing Strategies <ul><li>Pre-purchase research being done on the Web in all channels – consumer and b-to-b </li></ul><ul><li>Search plays an ever increasing role </li></ul><ul><li>IT relies on immediacy of the Web and access to expert content </li></ul><ul><li>Targeted sites replace broader category buckets </li></ul>“ As customers flock to the Web, Intel will require companies that take part in the co-op program to spend a minimum of 35% of the money that Intel provides them on online marketing.” New York Times
    8. 8. Google Opens the Door to a Buyer’s Search, but it is Not Their Final Destination Autos Consumer Tech Travel Health Mortgages Horizontal search begins here Vertical search ends on sites like ours
    9. 9. Sources Viewed to Evaluate Technology Information (in Past 3 Months)
    10. 10. Content Types Used Most During the IT Buying Process
    11. 11. IT Buyers Consume Online Media Throughout Buying Process Issue/opportunity Solution Comparison/review Brand Awareness Consideration Decision
    12. 12. Reaching IT Buyers in Active Buying Cycles Self-selected IT and business audiences based on specific topics Organized by industry, business and technology interests Most effective way to topically brand a solution and capture high quality leads Search and Syndication Contextual Alignment Targeting Reaching IT Buyers
    13. 13. Why B2B Companies Use Online Marketing to Generate Opportunities <ul><li>Marketers’ increasing focus on delivering ROI </li></ul><ul><ul><li>Everything online can be measured </li></ul></ul><ul><li>Targeted nature of the audience </li></ul><ul><ul><li>Audience has certain information preferences </li></ul></ul><ul><li>Web is primary source for IT buyers’ research </li></ul><ul><ul><li>Control is in the hands of the buyer </li></ul></ul>
    14. 14. Tactics for Reaching the Best Prospects Online <ul><li>Make an investment in content </li></ul><ul><ul><li>Content is the most important commodity in the IT market and it is content above all else that will ultimately help deliver the type of prospects you are looking for </li></ul></ul><ul><ul><li>Essential to make sure that content is relevant to the needs of the market and your audience – not just written from vendor-centric point of view </li></ul></ul><ul><li>Tap into a community of experts to gain credibility </li></ul><ul><li>Create a repeatable way to nurture opportunities </li></ul><ul><li>Approach must be measurable, timely and flexible </li></ul>
    15. 15. Nurturing - Critical for Building a Pool of Prospects <ul><li>Start with questions to segment prospects into buckets </li></ul><ul><li>Follow up immediately, but avoid generic emails </li></ul><ul><li>Provide offers or incentives to nurture opportunities </li></ul><ul><li>Send multiple follow-up e-mails to tell the story </li></ul><ul><li>Lead them down the path to meet with the sales team </li></ul>
    16. 16. TechTarget Contact Information <ul><li>Garrett Mann Vice President of ROI Consulting [email_address] 781-657-1465 </li></ul><ul><li>Eleanor Angone Director of Corporate Accounts, IBM [email_address] 516-371-5642 </li></ul><ul><li>Ben Belcher Account Executive, Channel Media Group [email_address] 781-657-1497 </li></ul><ul><li>Matthew Palmer ROI Consulting Manager, IBM [email_address] 781-657-1571 </li></ul>
    17. 17. Introducing: Michele Jacobs, SWG Channels Market Manager
    18. 18. Web Marketing Program for Business Partners Michele Jacobs, SWG BP Marketing Manager [email_address] The Fourth Mutable Law of Web marketing is : Pull people to your site by your relevant content, then push quality information to them regularly. Dr. Ralph F. Wilson, E-commerce Consultant
    19. 19. Business Partner Challenges with Today’s market <ul><li>Can’t Stretch Investment </li></ul><ul><ul><li>Partners have to dramatically increase ROI while decreasing E:R </li></ul></ul><ul><ul><li>Resource investments need to be for sales not marketing </li></ul></ul><ul><ul><li>The cost of generating contacts has risen from $30 per to over $150 per </li></ul></ul><ul><ul><li>‘ White space” marketing is a time consuming science </li></ul></ul><ul><li>Don’t Have Recognition </li></ul><ul><ul><li>Partners are too small to have a brand image that cuts through the clutter </li></ul></ul><ul><ul><li>A lone business can drown in the sea of media </li></ul></ul><ul><ul><li>No negotiating clout </li></ul></ul><ul><li>Aren’t Market Savvy or Don’t have Staff </li></ul><ul><ul><li>Niche aware, white space adverse </li></ul></ul><ul><ul><li>Still holding to the practices of the 80’s </li></ul></ul><ul><ul><li>It’s safer in the comfort zone </li></ul></ul>
    20. 20. The Answer: Internet Marketing <ul><li>Internet Marketing: </li></ul><ul><ul><li>Also referred to as web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet. </li></ul></ul><ul><ul><li>Also refers to the placement of media along different stages of the Customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), e-mail marketing, and Web 2.0 strategies. </li></ul></ul><ul><ul><ul><li>NOTE: In 2009 Rational is only supporting opportunity generation web marketing </li></ul></ul></ul><ul><li>Internet marketing: </li></ul><ul><ul><li>Is associated with several business models, our key models are: </li></ul></ul><ul><ul><ul><ul><li>E-commerce — goods are sold directly to businesses (B2B), </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Opportunity-based websites — an organization generates value by acquiring sales opportunities from its website or placement of an asset on an audience website. </li></ul></ul></ul></ul><ul><li>Internet marketing: </li></ul><ul><ul><li>Is the fastest growing marketing medium WW </li></ul></ul><ul><ul><ul><li>India is projected to be the number one web marketing country in 2009 </li></ul></ul></ul><ul><ul><li>When coupled with a smart call to action is the most cost effective means of driving demand </li></ul></ul>To conduct a successful Internet marketing campaign, you need to integrate your plan into the overall marketing plan/business vision that you have for your service business. Some businesses will thrive off Internet marketing alone; however, for most, Internet marketing simply complements and enhances your offline marketing strategies. Alexander Joseph and Associates
    21. 21. Need to Knows: <ul><li>HAVE THE RESOURCES : </li></ul><ul><ul><li>Be sure you have the resources to work your opportunities, 50 leads in a 30 day window can be a lot of opportunities to qualify. </li></ul></ul><ul><ul><li>Our marketing vendors can help you tele-qualify your opportunities at an additional charge. </li></ul></ul><ul><li>GOOD ASSETS: </li></ul><ul><ul><li>A successful campaign starts with two key elements: a tightly defined market and a compelling call to action. </li></ul></ul><ul><ul><li>Your goal: Make people WANT to do business with you. </li></ul></ul><ul><ul><li>All assets must be URL hosted unless otherwise specified </li></ul></ul><ul><li>GET STARTED IMMEDIATELY : </li></ul><ul><ul><li>You or your firm will receive your opportunity report weekly, (every Friday), it is important that you start to work those opportunities as soon as they arrive. Cold leads mean cold deals. </li></ul></ul><ul><li>MAKE YOUR PAYMENT TIMELY : </li></ul><ul><ul><li>Media buys cannot occur until payment is made, once the campaign is agreed upon, payment will be expected within 5-7 working days. </li></ul></ul>
    22. 22. How Internet Marketing Can work for Business Partners <ul><li>Placing BP content & tactics on targeted websites to generate new opportunities </li></ul><ul><li>Why should it be important to YOU and IBM? </li></ul><ul><ul><li>Lower cost per lead: As low as $15/registration </li></ul></ul><ul><ul><li>Better response rates: 7-35%* vs. 1% list rental </li></ul></ul><ul><ul><li>Audience actively searching internet for information </li></ul></ul><ul><li>What can Marketing Agencies provide? </li></ul><ul><ul><li>Pre-negotiated rates with select media vendors </li></ul></ul><ul><ul><li>Market intelligence to target audience </li></ul></ul><ul><ul><li>Package options or build your own campaign </li></ul></ul><ul><ul><li>Available for co-funded marketing </li></ul></ul>
    23. 23. Sample Pay for Performance Lead Flow: White Paper Tactic White Paper Place White Paper on ADT Magazine Tech Library BP White Paper highlighted on splash page, larger asset list & is searchable! Anyone who downloads piece registers to access BP gets weekly registration reports BP or co-marketing tele qualifies
    24. 24. <ul><li>Media Vendors have our targeted audience </li></ul><ul><ul><li>3rd party sites and news portals, that specialize in targeting broader untapped practitioner and IT audience </li></ul></ul><ul><li>BPs have Assets </li></ul><ul><ul><li>White Papers & Tutorials </li></ul></ul><ul><ul><li>Webcasts & Podcasts </li></ul></ul><ul><ul><li>Demos & Downloads </li></ul></ul><ul><ul><li>Case Studies, Articles & Blogs </li></ul></ul><ul><ul><li>Banners & Skyscrapers </li></ul></ul><ul><ul><li>Customized Portals </li></ul></ul><ul><ul><li>Targeted eNewsletters </li></ul></ul><ul><ul><li>eMail Blasts, eKits, eBooks </li></ul></ul><ul><li>Audience actively searching for information </li></ul><ul><ul><li>Subscriptions </li></ul></ul><ul><ul><li>Google, etc. </li></ul></ul><ul><ul><li>Self - Educating </li></ul></ul><ul><ul><li>Moving toward buying decisions </li></ul></ul><ul><ul><li>Will register for your content </li></ul></ul>New Leads for Your Organization Rational 2009 Internet Marketing Program Objective Build an Internet Marketing program whereby Business Partners leverage IBM pricing models, market intelligence, co-funded agencies and dollars to drive white space leads
    25. 25. 2009 Selected WW Vendors <ul><li>Colwell Salmon* : </li></ul><ul><ul><li>Representing: (these are just a few) </li></ul></ul><ul><ul><ul><li>IDG Connect </li></ul></ul></ul><ul><ul><ul><li>ADT Mag </li></ul></ul></ul><ul><ul><ul><li>InfoQ </li></ul></ul></ul><ul><ul><ul><li>Tech Target </li></ul></ul></ul><ul><li>Tech Target** : </li></ul><ul><ul><li>Representing over 7.5M members </li></ul></ul><ul><li>Selection criteria: </li></ul><ul><ul><li>Extensive IBM experience </li></ul></ul><ul><ul><li>Extensive IBM Business Partner experience </li></ul></ul><ul><ul><li>Each vendor had 2008 Rational successes </li></ul></ul><ul><ul><li>Global capabilities through online pubs or interconnected local partners </li></ul></ul><ul><ul><li>In language capabilities </li></ul></ul><ul><ul><li>Coverage models map to Rational 2009 coverage models </li></ul></ul><ul><li>Business Partner Co Funding or BP Driven Funds </li></ul><ul><li>** Available for Business Partner Driven funds </li></ul>
    26. 26. Need to Knows: <ul><li>PLAN YOUR CAMPAIGN WISELY </li></ul><ul><ul><li>What, Who, Where, When, How </li></ul></ul><ul><li>HAVE THE RESOURCES : </li></ul><ul><ul><li>Be sure you have the resources to work your opportunities, 50 leads in a 30 day window can be a lot of opportunities to qualify. </li></ul></ul><ul><ul><li>It is important that you start to work those opportunities as soon as they arrive. Cold leads mean cold deals. </li></ul></ul><ul><li>GOOD ASSETS: </li></ul><ul><ul><li>A successful campaign starts with two key elements: a tightly defined market and a compelling call to action. </li></ul></ul><ul><ul><li>Your goal : Make people WANT to do business with you. </li></ul></ul>
    27. 27. The 12 Steps to Success BP <ul><li>VL MUST be entered into SVI </li></ul>12. Partner inputs leads to SVI BP <ul><li>Qualification to VL </li></ul>11. Partner Works opptys to VL Marketing Vendor, BP wrap up <ul><li>Media vendor will notify BP that campaign has completed </li></ul>10. Campaign ends Variable <ul><li>BP’s may elect to have checkpoint calls with the Media vendor </li></ul><ul><li>Opptys are passed by Media vendor OR pub straight to BP </li></ul>9. Campaign review and oppty delivery Pub vendor launches campaign <ul><li>Day one of asset placement </li></ul>8. Campaign kicks off Marketing vendors will not make ad placements with out payment. 5-7 days after notice of payment, SWG BP team notified. <ul><li>BP must submit payment to marketing vendor to enable completion of media buy </li></ul>7. Business Partner submits payment BP and/or IBM rep and Media vendor <ul><li>Review pub selection, response rates, T&C’s and cost. </li></ul>6. Proposal review and acceptance Marketing vendor or media vendor <ul><li>Marketing vendor or media vendor team create an executable SOW </li></ul>5. Proposal development Marketing vendor or media vendor <ul><li>Reviews campaign, gets timelines and pricing </li></ul>4. Marketing contacts web publication BP and/or IBM rep and vendor representative <ul><li>Intros, review plan, goals and objectives </li></ul><ul><li>Design campaign </li></ul>3. Introductory call with vendor BP and/or IBM rep notifies via email of an intent to engage, enclose the planning template <ul><li>Select appropriate marketing vendor </li></ul>2. Contact vendor of choice BP and/or IBM Rep using the planning template, <ul><li>Define Goal audience, call to action </li></ul>1. Partner Plan OWNER TASKS STEP
    28. 28. Internet Marketing: Sample Buying Levels <ul><li>$5,000 </li></ul><ul><ul><li>Quarterly Buy: 3 months/90 days visibility </li></ul></ul><ul><ul><li>Posting of one asset (preferably a white paper) </li></ul></ul><ul><ul><ul><li>Syndication of asset across the TechTarget network and/or Applicable Geo-Partner Network </li></ul></ul></ul><ul><ul><ul><li>One KnowledgeAlert to the TechTarget audience “alerting” them of your new asset </li></ul></ul></ul><ul><ul><ul><li>One 5,000 name list rental regionally and/or geo-targeted to appropriate audience segment </li></ul></ul></ul><ul><ul><li>30 to 35 leads* (geo-targeted) </li></ul></ul><ul><li>$10,000 </li></ul><ul><ul><li>Quarterly Buy: 3 months/90 days visibility </li></ul></ul><ul><ul><li>Posting of two asset (preferably white papers) </li></ul></ul><ul><ul><ul><li>Syndication of assets across the TechTarget network and/or Applicable Geo-Partner Network </li></ul></ul></ul><ul><ul><ul><li>One KnowledgeAlert to the TechTarget audience “alerting” them of your new asset </li></ul></ul></ul><ul><ul><ul><li>White Paper Roundup email to applicable site </li></ul></ul></ul><ul><ul><ul><li>Two 5,000 name list rentals regionally and/or geo-targeted to appropriate audience segment </li></ul></ul></ul><ul><ul><li>65 to 75 leads* (geo-targeted) </li></ul></ul><ul><li>$15,000 </li></ul><ul><ul><li>Quarterly Buy: 3 months/90 days visibility </li></ul></ul><ul><ul><li>Posting of three assets (preferably white papers) </li></ul></ul><ul><ul><ul><li>Syndication of assets across the TechTarget network and/or Applicable Geo-Partner Network </li></ul></ul></ul><ul><ul><ul><li>Two KnowledgeAlerts to the TechTarget audience “alerting” them of your new asset </li></ul></ul></ul><ul><ul><ul><li>White Paper Roundup email to applicable site alignment </li></ul></ul></ul><ul><ul><ul><li>White Paper Dedicated Email targeted to applicable site alignment </li></ul></ul></ul><ul><ul><ul><li>Two 5,000 name list rentals regionally and/or geo-targeted to appropriate audience segment </li></ul></ul></ul><ul><ul><li>100 to 120 leads* (geo-targeted) </li></ul></ul>
    29. 29. Rational World Wide Business Partner Marketing [email_address]
    30. 30. Introducing: Julie Shore, Worldwide Software Channel Marketing
    31. 31. Internet Marketing Benefits for IBM Business Partners Julie Shore – Worldwide Software Channel Marketing [email_address] - Phone/Fax: +1-919-877-4908 August 2009
    32. 32. PartnerWorld Internet marketing benefits Helping at all stages of marketing campaign execution <ul><li>From upgrading your Web site to executing a full-blown campaign </li></ul><ul><li>From learning to lead generation </li></ul><ul><li>From awareness to action </li></ul><ul><li>From search to sale </li></ul><ul><li>We can help you fill resource gaps </li></ul><ul><ul><li>Knowledge and skills? Enablement! </li></ul></ul><ul><ul><li>Web development resources? Turnkey Web lead generation tools! </li></ul></ul><ul><ul><li>Supporting content? Customizable creative and ibm.com content syndication! </li></ul></ul><ul><ul><li>Prospect identification? E-mail lists and research tools! </li></ul></ul><ul><ul><li>Web conference “how-to?” Tools and resources! </li></ul></ul><ul><ul><li>Low on funds? No-charge benefits and vendor discounts! </li></ul></ul>
    33. 33. Transform BP online presence and increase opportunities! Internet Marketing Benefits from IBM – ibm.com/partnerworld/imarketing <ul><li>Internet Lead Generator Tool (NEW!) </li></ul><ul><li>Easy Web Conference Execution </li></ul><ul><li>LotusLive Meetings Offer </li></ul><ul><li>Hoover’s membership (NEW!) </li></ul>Create Awareness Generate Demand Capture & Progress Leads <ul><li>Search Engine Optimization Consultation </li></ul><ul><li>Solutions- daily.com </li></ul><ul><li>IBM BP Application Showcase ; Software Brand Catalogs </li></ul><ul><li>Web Banners on Campaign Designer </li></ul><ul><li>E-mail list services (NEW!) </li></ul><ul><li>Direct Mail and E-mail Campaigns through Campaign Designer </li></ul><ul><li>Telemarketing / Tele-boosting </li></ul><ul><li>Training in Interactive Marketing </li></ul><ul><li>IBM Web Content Syndication </li></ul>Get Prepared Not all benefits are applicable for every country
    34. 34. Get Prepared: Prepare for success with Internet-based marketing campaigns <ul><li>Best-practice enablement </li></ul><ul><ul><li>Resources guides </li></ul></ul><ul><ul><li>Web-based training from leading experts </li></ul></ul><ul><ul><li>Webcasts and podcasts </li></ul></ul><ul><ul><li>Books and other resources </li></ul></ul><ul><li>IBM Web Content Syndication </li></ul><ul><ul><li>No cost , turn-key delivery of IBM software content to your web site </li></ul></ul><ul><ul><li>Automatic content update and refresh </li></ul></ul><ul><ul><li>Customized IBM software content to match your marketing plans and programs </li></ul></ul><ul><li>“ The free syndication of information from IBM’s Web site has acted as an online sales force for us by keeping our site updated with new product announcements and information.” </li></ul><ul><ul><li>David Sylvestre </li></ul></ul><ul><ul><li>VP, Marketing </li></ul></ul><ul><ul><li>Lighthouse Computer Services </li></ul></ul>
    35. 35. Create Awareness: Attract attention for your Internet marketing Help prospects find you! <ul><li>IBM BP Application Showcase, Software Brand Catalogs </li></ul><ul><ul><li>Showcase your solutions on ibm.com </li></ul></ul><ul><ul><li>Drive traffic to Web campaigns </li></ul></ul><ul><li>Search engine optimization consulting services </li></ul><ul><ul><li>Enhance effectiveness of your Web site </li></ul></ul><ul><ul><li>Ensure prospects find you </li></ul></ul><ul><ul><li>Optimize paid vs. organic search strategies </li></ul></ul><ul><ul><li>Banner ad templates </li></ul></ul><ul><li>Online news magazine </li></ul><ul><ul><li>Syndicate your content to your target audiences </li></ul></ul><ul><ul><li>Drive visibility as a leader in your industry </li></ul></ul><ul><ul><li>No cost for IBM Business Partners </li></ul></ul>
    36. 36. Generate Demand: Promote compelling offers that drive prospects to act <ul><li>Telemarketing </li></ul><ul><ul><li>Skilled conversations that engage prospects and identify business needs </li></ul></ul><ul><ul><li>Boost attendance at Webinars; drive traffic to Web site </li></ul></ul>Fill your funnel! <ul><li>E-mail list services </li></ul><ul><ul><li>Access to targeted e-mail lists </li></ul></ul><ul><ul><li>Multiple selection criteria for laser-like prospect targeting </li></ul></ul><ul><ul><li>Use Campaign Designer e-mails or build your own </li></ul></ul><ul><ul><li>US-based lists only to start; other countries as coverage is confirmed </li></ul></ul>NEW! <ul><ul><li>Direct mail and e-mail templates for IBM campaigns </li></ul></ul><ul><ul><li>Customize IBM content or build your own </li></ul></ul>
    37. 37. Generate and Nurture Leads: Capture, progress and qualify through Internet tactics Progress your pipeline! <ul><li>Internet Lead Generator </li></ul><ul><ul><li>Custom landing page </li></ul></ul><ul><ul><li>Persuasive offers to attract prospect registration </li></ul></ul><ul><ul><li>Co-branded Web content to reinforce IBM and BP solution </li></ul></ul><ul><ul><li>Thank-you and follow-up e-mails </li></ul></ul><ul><ul><li>Tracking to gauge campaign progress and tactic success </li></ul></ul><ul><ul><li>Low pre-negotiated fees, with extensive customization options </li></ul></ul>New! <ul><li>Easy Web Conferencing Execution (US/Canada only) </li></ul><ul><ul><li>Turnkey conferencing service </li></ul></ul><ul><ul><li>Use LotusLive Meetings Web conferencing service (up to 499 participants) </li></ul></ul><ul><ul><li>IBM moderator to create a registration portal and manage details </li></ul></ul><ul><ul><li>Leverage tele-boosting “drive-to” and tele-nurturing follow-through </li></ul></ul><ul><li>Nurture through LotusLive Meetings </li></ul><ul><ul><li>Six-month no-charge trial of LotusLive Meetings service (up to 15 participants) </li></ul></ul><ul><ul><li>20% discount on license after trial </li></ul></ul>Lotus Live ™ <ul><li>Hoover’s access </li></ul><ul><ul><li>Critical information on industries, companies, and people who lead them </li></ul></ul><ul><ul><li>One-year single user subscription at 78% discount </li></ul></ul><ul><ul><li>Identify decision makers; verify financials; identify prospects </li></ul></ul>NEW!
    38. 38. Business Partner Costs / Reimbursement *Co-marketing reimbursement dependent on country/IMT policies and Business Partner eligibility. N/A No cost to BP BP Application Showcase Software Brand Catalogs N/A No cost to BPs Solutions-daily.com Yes $1,049 per year, per user (new Hoover’s clients only) Hoover’s membership No Member: One month no-cost trial, up to 15 participants Advanced/Premier: No cost to BP for six-month trial, up to 15 participants; 20% discount after trial LotusLive Meeting offer Yes Significant discount off vendor’s “street price” E-mail prospect list services N/A No cost to BP Best-practice enablement N/A No cost to BP IBM Web content syndication Yes $600 for moderator and LotusLive Meetings usage for up to 499 participants Web conference execution (US/Canada only at this time) Yes $2,000 for first campaign; $250 for each subsequent during same year Internet Lead Generator Dependent on vendor, geo, scope No cost for e-mail blasts; printing & mailing costs for d-mail; Web site placement costs for banner ads $1,500 (reduced from $2,000) Cost to BP Yes Telemarketing Yes Campaign Designer (Banner ads, direct mail, e-mail) Yes, as part of larger campaign Search Engine Optimization * Co-marketing Reimbursement Benefit / Subject
    39. 39. <ul><li>Access links to each of these benefits through the </li></ul><ul><li>“ Internet Marketing Benefits” landing page on PartnerWorld </li></ul><ul><ul><li>ibm.com/partnerworld/imarketing </li></ul></ul>Business Partner resources
    40. 40. Introducing: Jim Heron, CTO Island Training, a Rational Business Partner
    41. 41. The Web: Extending Your Presales Reach Jim Herron CTO, Island Training Solutions
    42. 42. Traditional Presales Activities <ul><li>Demo </li></ul><ul><li>Proof of Technology (POT) </li></ul><ul><li>Proof of Concept (POC) </li></ul><ul><li>Hosted at client site or IBM centre </li></ul>
    43. 43. Island Presales Activities <ul><li>Test Drive: 1- to 2-hour hands-on introduction (replaces traditional demo) </li></ul><ul><li>POT: 4- to 8-hour in-depth life cycle exercise </li></ul><ul><li>POC: On-site trial, implementing a customer project </li></ul><ul><li>Available on-site, but much more cost effective via the web </li></ul>
    44. 44. Virtual Workstation Network <ul><li>Screen/keyboard connection via web </li></ul><ul><li>Communication via conference call </li></ul><ul><li>Leader sees and controls client workstations </li></ul>
    45. 45. Virtual Test Drive <ul><li>1- to 2-hour hands-on introduction to the tool </li></ul><ul><li>Live facilitator; always a tool expert/consultant </li></ul><ul><li>Replaces traditional demo </li></ul>
    46. 46. Virtual Test Drive Advantages <ul><li>Extends reach to world-wide audience </li></ul><ul><li>Low overhead for Island </li></ul><ul><li>Minimal time investment for client </li></ul><ul><li>Hands-on experience engages technical attendees </li></ul><ul><li>Drives interest from bottom up </li></ul>
    47. 47. Virtual POT <ul><li>Minimum training required to be comfortable with product </li></ul><ul><li>Full life-cycle exercise using canned data </li></ul><ul><li>Replaces traditional onsite POT </li></ul>
    48. 48. Virtual POT Advantages <ul><li>Client team can be geographically dispersed </li></ul><ul><li>No facility requirement </li></ul><ul><li>No travel time or cost for client or Island </li></ul>
    49. 49. Virtual POC <ul><li>Remote enablement for: </li></ul><ul><ul><li>Installation </li></ul></ul><ul><ul><li>Initial project setup/configuration </li></ul></ul><ul><ul><li>Data import </li></ul></ul><ul><ul><li>Project start-up </li></ul></ul><ul><li>Remote training for client POC team </li></ul><ul><li>Follow-on mentoring and mini sessions </li></ul>
    50. 50. Virtual POC Advantages <ul><li>Available for any geography </li></ul><ul><li>Drastic cost reduction for Island </li></ul><ul><li>Support multiple client POCs simultaneously </li></ul>
    51. 51. Summary: Virtual Presales Advantages <ul><li>No travel costs </li></ul><ul><li>Drastically reduces presales overhead </li></ul><ul><li>Virtual lab available to multiple teams and locations simultaneously </li></ul><ul><li>Flexible scheduling </li></ul><ul><li>Global reach </li></ul>
    52. 52. Contact us! Island Training Solutions <ul><li>[email_address] </li></ul><ul><li>Phone 1-919-401-8485 </li></ul><ul><li>www.islandtraining.com </li></ul><ul><li>Sample a Test Drive: http://www.islandtraining.com/classroom/concert-testdrive.html </li></ul>
    53. 53. © Copyright IBM Corporation 2008. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, the on-demand business logo, Rational, the Rational logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others. <ul><li>Learn more at: </li></ul><ul><li>IBM Rational software </li></ul><ul><li>IBM Rational Software Delivery Platform </li></ul><ul><li>Process and portfolio management </li></ul><ul><li>Change and release management </li></ul><ul><li>Quality management </li></ul><ul><li>Architecture management </li></ul><ul><li>Rational trial downloads </li></ul><ul><li>Leading Innovation Web site </li></ul><ul><li>developerWorks Rational </li></ul><ul><li>IBM Rational TV </li></ul><ul><li>IBM Rational Business Partners </li></ul><ul><li>IBM Rational Case Studies </li></ul>
    54. 54. Press *1 Please be sure your phone’s mute function is turned off when asking your questions!
    55. 55. Thank You Merci Grazie Gracias Obrigado Danke Japanese English French Russian German Italian Spanish Brazilian Portuguese Arabic Traditional Chinese Simplified Chinese Tamil Thai Korean Hindi
    56. 56. IBM Rational Think!Thursday September 10 th Greater Confidence. Improved Performance. Quality driven software delivery  Date Title August 13 Information Management Think!Thursday New Intelligence for a Smarter Planet - Leveraging Information for Smarter Business Outcomes August 20 Lotus Think!Thursday IBM Lotus and WebSphere Portal Value Selling Workshops - Session 5 August 27 IBM Software Think!Thursday Growth Through Skills Update September 3 WebSphere Think!Thursday BPM BlueWorks - How to use it as a Selling Tool Tivoli Think!Thursday To Be Announced
    57. 57. Rational Think!Thursday sales series replays available on the IBM VIC Month Title July ’09 Will You Be Authorized to Resell Rational Software June ’09 Driving innovation and competitive differentiation May ’09 Ready For Rational Software Conference 2009 April ’09 Breaking through barriers: Transforming how teams work together March ’09 AppScan version 7.8 Overview and Software-as-a-Service Offering ... February ’09 Aligning Business Goals/Software Requirements in Collaborative … December ’08 Driving Business Differentiation With Agility and Confidence November ’08 New and Enhanced Products Including Rational Team Concert for i October ’08 Introducing Rational Software Architecture and Construction Solution V7.5 September ’08 New Rational AppScan Web Security Offerings

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