Thought Leadership – How it can be Used to Drive Business


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Presented by Pam Stanford - VP - Global Marketing Center, IBM at Paul Writer's Great Indian Marketing Summit - IT Edition, 1 Feb, 2013, Bangalore
webcast of the session available at

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Thought Leadership – How it can be Used to Drive Business

  1. 1. IBM Global Marketing CenterThought LeadershipHow it can be used to drive business Pamela Stanford VP, IBM Global Marketing Center February 1, 2013 © 2012 IBM Corporation
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  3. 3. IBM Global Marketing CenterA Century of Progress (Video) 3 © 2012 IBM Corporation
  4. 4. Character is like a tree, reputation islike a shadow. The shadow is what wethink of it; the tree is the real thing.Abraham Lincoln16th president of UnitedStates(1809 - 1865) 4
  5. 5. A Leader in Technology IBM maintains the world’s largest private-sector research arm. In 2012, for the 20th consecutive year, IBM was issued more U.S. patents (6,478) than any other company. IBM investments over $6 billion in research and development annually 5
  6. 6. In a Word, IBM Stands for PROGRESSIBM is a values-based enterprise of individualswho create and apply technology to make the worldwork better.Today, over 400,000 IBMers around the world invent andintegrate hardware, software and services to helpforward-thinking enterprises, institutions and peopleeverywhere succeed on a smarter planet. 6
  7. 7. Values and Culture Since its inception, IBM has been a company that defines itself by fundamental values — not by products, technologies or leaders. IBMers from around the world renewed and defined our core values, which now serve as the foundation of IBM’s culture and brand, and the guide for each IBMer’s work, decisions and relationships. 7
  8. 8. Leading the Transition to a Smarter PlanetToday, IBM is helping our clients to change the way the worldliterally works – and to make the planet not just smaller and“flatter,” but smarter. IBM is applying its expertise, global scopeand creativity to build the backbone of 21st century industries andpublic institutions. Our world is becoming INSTRUMENTED Our world is becoming INTERCONNECTED Virtually all things, processes and ways of working are becoming INTELLIGENT 8
  9. 9. IBM Marketing & Communications mission 9
  10. 10. IBM Institute for Business Value• Original – Unique point of view that is grounded in fact-based insights• Compelling – Motivates individuals to learn more about the topic• Logical – Has an argument that is well thought out and is easily followed• Actionable – clients can use what they learn to influence change in theirorganizations “By understanding weak signals and early indicators of industry transformation, we help our clients to be ahead of the pack.” — Peter Korsten, Vice President and Global Leader, IBM Institute for Business Value View IBM’s Thought Leadership here: Link 10
  11. 11. How customers chooseITSMA Report on ThoughtLeadership Marketing 11 Link to Report
  12. 12. The IBM brand system:Intentional systemthat compels people to choose IBM 12
  13. 13. Brand Quality Differentiators:IBM’s unique way of generating demand Charting the Setting the client’s path to shared agenda deliver that value Collaborating Making the case with experts to with expertise define future and proven value outcomes © 2010 IBM Corporation 13
  14. 14. Setting a shared agenda• At IBM, we believe in the power of articulating a well- informed point of view about what’s possible. We help clients see – and believe in - new possibilities.• How do we do this? – We understand what our clients believe today – We develop a point of view – We frame our story in terms of the value we create 14
  15. 15. Making the case with expertise and proven outcomes• We use our expertise to help clients see what’s possible in very concrete terms. We share tangible results to give clients confidence to act.• How do we do this? – We know what influences our clients’ beliefs – We know what outcomes matter to them most – We offer expertise and evidence that is compelling 15
  16. 16. Collaborating with experts to define future value• We pair clients with the right experts to share knowledge, build understanding, and help design solutions that achieve the desired results• How do we do this? – We know which client leaders to engage – We know how expertise can create value for them – We know which experts will be most persuasive 16
  17. 17. Charting the client’s path to deliver that value• Together with our clients, we define the actions they and we must take to achieve the outcomes that matter to them.• How do we do this? – We know what the client wants to achieve and when – We understand the best way to work with them to deliver the results – We help them understand how to get started 17
  18. 18. IBM’s 5 predictions for the next 5 years (Video) 18 © 2012 IBM Corporation
  19. 19. Resources •IBM IBV Landing Page •IBM Social Business Study •IBM 2011 Global CMO Study19 © 2012 IBM Corporation