Science of Nurture
Session 1
Agenda
• IBM’s journey to Personalized Marketing
J. Gargan
• Science of Nurture Overview
J. Gargan
• Nurture Context and Definition
A. Gosling
2
Marketing Built Around the Individual
Observation
Implication
• Marketer’s have always observed, listened
and researched to learn about heir
customers.
• Compelling insights into market
segments are the starting point for
brilliant campaigns
• Marketing automation is transforming our
profession.
• Interconnected systems are providing
data today as never before - revealing
patterns of marketing interactions which
successfully create leads and help to
efficiently progress opportunities
• Technology proliferation is exploding
• The world becomes ever more
dependent upon personal devices, digital
media, and on-demand services
• Buyers are more prepared than ever and
expect personalize engagements.
• We must know them across all touch
points and meet their expectations
B2C companies have been at this for years, B2B companies
are working hard to get there
3
What is personalized campaign marketing?
What is personalized marketing?
• Tailored marketing interactions to individual characteristics and preferences….
• ….Resulting in improve relevance by meeting the customer needs more effectively and
efficiently, making interactions faster and easier
How do we need to evolve our campaign capabilities to get there?
• Transform our data by capturing individual preferences under an established governance
• Enhanced offer management and delivery
– Offer design and testing
– Offer library, offer taxonomy
• Develop deep expertise in targeting, buying agenda and campaign design
• Enhance current Unica system to improve LDR effectiveness, deploy new nurturing
capabilities and automate personalized web interactions
4
Early Steps in Personalizing our Campaigns
Granular
Opt-in / Opt-out
Unica
Interact
Automated / Customize
Nurturing
Client’s choose
what information
they want and how
they receive it
Client’s engaged
with personalize web
experiences and
aligned offers
Clients receive tailor
information / offers
based on individual
behavioral insights
October, 2012
August, 2012
• Today, an individual can
only opt-in or opt-out of
all IBM Communications
• Intelligent rule based
system learns over time
to select best offer
• Granular opt-in / opt-out
puts client in control of
interests information
delivery
• Offer delivered based on
client relevant geography
and language zones
• Avoids opt-out triggers
• Real-time measurement
at offer and visitor levels
5
1Q 2013
• End generic 3-touch nurturing
• Customized to each buying
stage
• Planned , sequenced and
continuously refined
• Predictive offer performance
analysis
Personalized Marketing Requires Transformation
Enabling
Process and
Skills
Technologies
Methods
Transformation
New Approach to Briefs
MdB Transformation
New Marketing Roles
Planning for interactions and system of
discipline briefs
Expand to include contact personal
preferences and behaviors
DbM Nurture Strategist, transform MM/DP
into Demand Management discipline
Nurture Planning
Offer Creation & Management
New Content Management
Offer repository and library tailored to
preferences and buyer’s journey
Application of brand differentiators, Blueprint
taxonomy and API for management
Persona & Buyers Journey
New Unica Capabilities
Customized Nurturing
Common methodology, development of +100
Personas, consistent application of buyers
journey and hurdles
Nurture map flow charting, LDR call queues
via advanced response scoring
Educate DP/MSM to deliver personalized
offers based on preferences & behavioral
insights
New Campaign Process
New Unica Modules
New Labor Strategy
Ready-to-execute campaigns
Personalize web content delivery via Unica
Interact
Leverage regional marketing centers and
redefine WW/IMT skill base
Standardized best practice for Science of
Nurture, learning to deliver the right
information at the right time
Unica Planning – workflow enablement
6
Transforming IBM’s marketing capabilities requires focusing on
5 keys areas
7
7
Ready to Execute responsibilities
Design/Plan Campaign
Execute Campaign
Manage Campaign
WW RTE Teams
Country or GMC Teams
Everyone
Create Campaign Overview
•
Create campaign and tactic
codes in planning tools
•
Review response
performance
•
Use Campaign Map to create
flowchart and launch campaign
•
Analyzing conversion
percentages
•
Publish web/digital content
•
Conduct root cause analysis
•
Capture response data
•
Adjust campaign design and
execution
•
Execute Event and upload
attendee information
•
Train and enable LDRs
•
Inform and enable Sales
Channels
Design/Plan Campaign
• Define Audience
Segmentation
• Develop Offers & Assets
• Create Digital Content
• Plan Events
• Design Initial Response Touch
• Design Nurture Streams
• Align with Sales & Enable
• Select Channels & Enable
• Define Response Lead
Management Plan
Output: Campaign Map,
Performance and Budget Plan
8
SCIENCE OF NURTURE
9
What is Science of Nurture
Science of Nurture it the strategic method by which we are
going to advance our nurture capabilities from being
process driven (3-touch) to being client driven
(personalized marketing)
10
Science of Nurture Education
What it IS
What it IS NOT
• Comprehensive education around a
strategic METHOD of planning
personalized nurture.
• Training around the use of the Unica
tool.
• You will not see the tool, or be trained
on the requirements of the tool during
this training
• This education is around the strategic
development of nutrure
Only DBMs will be required to operate the tool to execute the strategies
developed as a result of this training
11
In order to achieve this, we need education
Session 1: Putting Nurture into Context and Defining Nurture
Framing nurture within the overall marketing transformation
Session 2: Identifying Objectives and Target Audiences
Using the Buyer Journey and Personas
Introducing methods that we will use to ensure client centricity
Session 3: Defining Content and Asset Needs
Demonstrating how to evaluate content for quality and align it to client’s needs and preferences
Session 4: Capturing Response and Scoring
The importance of the experience of response capture, and advancing our scoring capabilities
Session 5: Testing and Performance Optimization
How to embed testing into your nurture streams & what to test
Session 6: Constructing Nurture and
Changes in the Demand System
How to plan out a nurture stream to pass to the DbM and what changes enable this capability
12
Session One: Putting Nurture into Context and
Defining Nurture
13
1. PUTTING NURTURE INTO CONTEXT
14
IBM has an aggressive 2015 growth target
At Least $20B
In 2015
Operating PTI/EPS
•Software contributes nearly
half of our segment profit
Segment Operating PTI
At Least
$13.25
Operating EPS
•Growth initiatives deliver
$20B in revenue growth
•Growth markets’ revenue
approaches 30% of IBM’s total
•Enterprise productivity delivers
$8B in gross savings
•IBM generates $100B in free
cash flow, returning 70% to
shareholders
00 01
02
03
04
05 06
Hardware/Financing
07
08
09 10 11
Services
12 13
14 15
Software
15
Historical pipeline starting position and resulting yield will not
enable us to meet our 2015 Roadmap goals
Quantity
Quality
$1 billion
20%
Average shortfall
Pipeline yield
Deliver high-quality validated
leads to Sales – from both established
clients and net new accounts
Assist Sales to win, to win
bigger, and to win more often
16
16
Until 2011, our answer to increasing pipeline opportunities was to
increase messaging activity
Marketing Tactics
120,000
100,000
80,000
60,000
40,000
20,000
0
2008
2009
Traditional Tactics
Millions
2010
2011
Digital Tactics
Millions
10
9
8
7
6
5
4
3
2
1
0
45
40
35
30
25
20
15
10
5
0
2008
2009
2010
2011
2008
People Reached
2009
2010
Number of Touches
17
2011
With the transformation of the IBM Demand System
encompassing three areas:
Use what makes
our brand unique to
increase the quality
of our work
Execution that is distinct from
competition will drive greater
yield from existing pipeline.
Align Marketing &
Sales across the
end-to-end system
Includes:
• Adoption of MAP segmentation
• Consistent RTM and enablement
• Campaigns linked to sales plays
• Common quarterly calendar
18
Make the way we
generate and
manage demand
truly “smart”
Includes:
• Deployment of Unica
• Agile methods
• Data and analytics
Nurture is aligned to our Demand System goals
Demand system goals
Leverage the IBM brand
differentiators to drive
quality and increase yield
Build an end-to-end system
that has operational rigor
and collaboration with Sales
at every point
Fully leverage technology to
make the way we manage
demand truly smart
Nurture is part of the end-toend system and will build
collaboration with Sales by
ensuring that the responses
most likely to convert to
opportunities are passed to
an LDR
MAT is the facilitating
technology that enables
Nurture delivery in support
of campaigns and Sales
Plays
Nurture alignment
Nurture is the means to
make our case with
expertise and proven
outcomes and provide
opportunities for
collaboration
19
This alignment then drives our actions
Demand system goals
Build an end-to-end system that
has operational rigor and
collaboration with Sales at
every point
Leverage the IBM brand
differentiators to drive quality and
increase yield
Fully leverage technology to make
the way we manage demand truly
smart
Nurture is the means to make
our case with our proven
outcomes and expertise and
provide opportunities for
collaboration
MAT is the facilitating
technology that enables Nurture
delivery in support of campaigns
and Sales Plays
Nurture alignment
Nurture is part of the end-to-end
system and will build
collaboration with Sales by
ensuring that the most likely to
convert to opportunities are
passed to an LDR
What we need to do
Focus on our target clients,
instead of on our products,
technology or internal processes
Design our content to
communicate what a client
needs to understand vs. what
we want to sell
20
Define Nurture beyond
eNurture and employ a rigorous
client focus across all client
touch points
If we do this, we will achieve
Increase in response
to Validated Lead
conversion rates
Increase in
Sales Accept rate
21
Increase in wins