Marketing for IBM Collaboration Solutions - Marketing in Today’s World Penny Hill, PMP | Program Director, Social Business Marketing | IBM www. ibm. com
Agenda ● Yesterday and tomorrow ● Programmatic marketing ● Buyer’s Journey marketing ● Examples of today’s marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
The Cost of an “Ad” $4 35 $ 0 K 0 5 M. $1 20 $ 4 M 2. $ Source: Ad. Age http: //adage. com/article/news/costs-adprices-tv-mobile-billboards/297928/ Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
The Power of Social #2 Shares 3 M shares, 5 M views on You. Tube Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
2016 Marketing Principle – New Way of Marketing FROM TO Product-focused Buyer-centric A short-term focus on selling products and services. A long-term focus on helping buyers reach proficiency— the act of delivering superior outcomes in their professions and industries, enhanced by a deep understanding of our portfolio Push marketing Inbound, data-driven, digital engagement Marketing strategies that push products out to market based on our timing. Marketing strategies that drive buyers to contact us via digital and in-person engagements. Concentrated source of revenue Balanced mix of buyers Majority of our revenue derived from a few major clients with scarce new client acquisition. Revenue generated from a mix of buyer types: New Buyers, Cross-sell/Up-sell, Renew/Retain. Imprecise segmentation Buyer cohorts Segments primarily based on coverage models and go-to-market channels. Segments based on measurable, real-time buyer behavior. WW-driven campaigns A balanced-system across local markets A centralized, top down approach with a framework that delivers marketing to countries. One dynamic system that has global scale but also local tailoring—and builds deep expertise in Studios, GMCs and Agencies Pipeline Management Pipeline generation 20 – 40% of Marketing time analyzing pipeline gaps, root causes and sales support Build quality pipeline identifying new, cross-sell and retention opportunities; increase emphasis on marketing created opportunities in the digital channel WW-led and measured brand value Local, data-driven brand management Fragmented approaches to developing the IBM Brand Focused local-centric system to strengthen the IBM Brand Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Programmatic Marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
What is Programmatic Media Buying? • Programmatic is the automated, technology driven process of buying media through digital platforms (via DSPs) while leveraging human intelligence and input • across mobile, video, social platforms and standard display buys • 3 ways to buy via a DSP (Demand Side Platform) • Open Exchanges: access to billions of ad impressions from thousands of media vendors in a virtual auction with multiple advertisers bidding • Private Marketplace: access to inventory with select media vendors, bought as part of a small group of advertisers in an auction environment • Programmatic Direct: access to inventory with select media vendors, bought on agreed fixed rates Global programmatic is forecasted to triple to $33 Billion by 2017 Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
The Anatomy of Programmatic It is a move from impression, to audience buying to an automated method of buying digital media where data & technology is leveraged in real-time, to make decisions on a per-impression basis about things such as: • Is this the right audience and environment for a particular ad/message? • What price should be paid for the media? • What creative/offer this individual should be shown? People provide higher level thinking; machines provide scale and automation Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
PM 2: IBM’s Programmatic Approach PM 2 = Paid Media, Programmatic Marketplace – In real time and via paid media environments: • Leverage data to define and find likely target cohorts • Recognize individuals who fit those definitions • Deliver the most relevant content • Track End-to-End and Cross-Channel for future planning and activation Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Advantages of Programmatic Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Programmatic: Tech Stack and Players Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
How The Auction Model Works (RTB) Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Types of Audience Data informs: – Decisioning - to bid or not to bid on an impression – $ amount to bid – What creative message to serve Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Examples of 3 rd Party Data Available • With 73% of all internet users using a social network, they provide programmatic solutions to DSPs that allow for reach and access to large inventory pools – Facebook’s FBX is the largest player – Twitter is also programmatic and is highly mobile-focused Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Paid Media, Paid Search, Promotional Activity Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Buyer’s Journey Marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Marketing Channels through the Journey Single buyers are extinct— target groups of buyers Engage early or lose—discovery stage is critical Can’t win with digital only— build dynamic channels § Multiple decision makers join forces on the buyer journey § Winning vendors engage buyers as they discover an investment need § In addition to F 2 F and Inside Sales, buyers value personalized digital engagement channels § Industry consultants and analysts are key influencers § Emerging technology trends convince buyers to invest § Industry solution purchases typically involve two or more funding sources 17 Meet. Share. Learn. Connect @Aus. LUG § Shifts in company strategy and changing market conditions also trigger investments #@Inform 2016 § Sales representatives help customers determine investment need § Marketing initiatives and sales engagement should be integrated to drive effective client conversations March 10 th & 11 th, Sydney, Australia
Buyer’s Journey Client Activities Client Activity Discover Learn • Looks for cost saving ideas • Carries out ongoing evaluation of latest productivity-enhancing tools Client Activity Buy • Gets input from stakeholders and internal SMEs to gather info to scope out the problem • Looks for proof of concept • Requires justification to act and proceed with purchase • Talks to finance to get funding approval @Aus. LUG • Signs up for trial or no cost offering • Sets the strategy for making effective use of cloud technologies, for both Adapt • Looks for peer and client references Meet. Share. Learn. Connect Try • Needs information to ensure successful implementation and adoption • Needs to ensure his solution is up/running quickly to maximize ROI #@Inform 2016 Advocate • Agrees to become a client reference • Speaks at events • Becomes a champion/advocate within his company March 10 th & 11 th, Sydney, Australia
Buyer’s Journey – Tactics Discover Learn • A recent survey of IT professionals asked four key questions about their plans for collaboration and communication Tactics Buy Adapt • Promote case studies, ROI tools and announcement letters showcasing roadmap Meet. Share. Learn. Connect • Promote whitepapers, demos, analyst reports and case studies via relevant third party sites that the buyer frequents @Aus. LUG • Monitor solution Try • Promote Connections S 1 Trial • Develop webinars – live/ondemand that showcase our cloud options and migration path Advocate • Leverage IBM Champions • Develop customer reference #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Buyer’s Journey - Offers er v n o sc r ea L Di e uy pt o B Meet. Share. Learn. Connect y Tr Ad @Aus. LUG #@Inform 2016 t ca vo Ad March 10 th & 11 th, Sydney, Australia
New User Community Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
The Power of Social #1 Shares 6 M shares, 22 M views on You. Tube Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
Thank you Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia
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