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 http://www.24framesdigital.com/paulwriter/webcast/010213/in.asp

1. IBM Global Marketing Center
Thought Leadership
How 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. IBM Global Marketing Center
A Century of Progress (Video)
http://www.youtube.com/watch?v=gLlJDUPg-kY
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© 2012 IBM Corporation

4. Character is like a tree, reputation is
like a shadow. The shadow is what we
think of it; the tree is the real thing.
Abraham Lincoln
16th president of United
States
(1809 - 1865)
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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
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6. In a Word, IBM Stands for PROGRESS
IBM is a values-based enterprise of individuals
who create and apply technology to make the world
work better.
Today, over 400,000 IBMers around the world invent and
integrate hardware, software and services to help
forward-thinking enterprises, institutions and people
everywhere succeed on a smarter planet.
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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.
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8. Leading the Transition to a Smarter Planet
Today, IBM is helping our clients to change the way the world
literally works – and to make the planet not just smaller and
“flatter,” but smarter. IBM is applying its expertise, global scope
and creativity to build the backbone of 21st century industries and
public institutions.
Our world is becoming
INSTRUMENTED
Our world is becoming
INTERCONNECTED
Virtually all things, processes and ways of working are becoming
INTELLIGENT
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9. IBM Marketing & Communications mission
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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 their
organizations
“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
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11. How customers choose
ITSMA Report on Thought
Leadership Marketing
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Link to Report http://www.itsma.com/thought-leadership-marketing-report/

12. The IBM brand system:
Intentional system
that compels people to choose IBM
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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
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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
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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
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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
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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
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18. IBM’s 5 predictions for the next 5 years (Video)
http://www.youtube.com/watch?v=DNz23XXLa1E&list=PLaFe0BJiho2oQoLuxiIIbLWRGWCtxM2zz
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© 2012 IBM Corporation

19. Resources
•IBM IBV Landing Page
•IBM Social Business Study
•IBM 2011 Global CMO Study
19 © 2012 IBM Corporation