Science of Nurture 2H 2012

2 Session Two: Identifying Objectives and Target Audiences. Using Buyer Journeys and Personas

3 Science of Nurture within Marketing Context Lead Create Response Generation RESPONSE NURTURE Lead Progress Lead Nurture Close

4 With this new method, the definition of nurture must evolve: FROMTO Nurture consists of three touches, used to help continue the conversation between response capture and LDR engagement Nurture is an approach to continue interaction with clients, based upon their interests and needs, across a variety of communication methods. Nurture helps the client move along the Buyer Journey to next- step actions. Nurture will be triggered and stopped based on the client’s behavior. And, only based on the client’s readiness will it be passed to engage LDRs for lead validation and assists Sales with the progression of leads to wins

5 We need a more effective approach to marketing From: One size fits all and what IBM wants to say To Personalized around the client, what they are looking to understand, what needs they have to solve When and where they require.

6 Education recap Module 1: Putting Nurture into Context –Identifies how client-centric Nurture is a critical element of the 2015 Roadmap Module 2: Defining Nurture –Describes why a redefinition of Nurture is necessary to the business Module 3: Identifying Objectives and Target Audiences –Introduces the Nurture Worksheet to integrate the teams behind Nurture efforts

7 What We Will Cover Today How to define objectives Where to find these objectives as part of overall campaign objectives Identifying target audiences with enough specificity to strategically plan customized nurture And two key foundational concepts –Personas –Buyer Journeys

8 3. IDENTIFYING OBJECTIVES AND TARGET AUDIENCES

9 Purpose Ensure Nurture efforts are always aligned to campaign objectives and target audiences Why Alignment allows us to target effectively and define content needs more specifically and in a consistent manner Behavior change Focuses marketing actions within Nurture on business performance WhoHow we’ll use the brand quality differentiators Science of Nurture education Identifying objectives and target audiences 3 1. Setting the shared agenda: Not applicable to this module 2. Making the case with expertise and proven outcomes: Nurture starts with objectives and deep understanding of the decision makers and influencers we should focus on 3. Collaborating with experts to define future value: Identifying objectives allows us to focus Nurture on the type of value we aim to create for our clients – and IBM – by collaborating WW Market Segment Manager (MSM) provides guidance on the objectives and target audience for the campaign. DPP to identify the relevant subset of objectives and audiences for Nurture LOCAL MSM and DPP update with local campaign objectives and validate target audiences based on market insight 4. Charting the client’s path to deliver that value: Not applicable to this module

10 Customized nurturing requires objectives and target audiences to be identified, but also aligned to our campaign design FROMTO A bottom-up approach to building Nurture that starts by examining existing assets for relevance to customer needs and delivering these assets to broad target audiences A top-down approach that starts with the identification of an objective and target audience. By understanding clients’ decision-making processes, Nurture can align content and interactions to help chart the clients’ path to delivering value

11 In order to consistently map campaign objectives to client needs, we have a method to help us Currently, campaign guidance provides broad goals and objectives, but does not account for details that are specific to Nurture The method utilizes a worksheet to document the key elements of the Nurture strategy within the overall campaign guidance This method will then become part of campaign guidance and provide a common foundational approach that will integrate the teams behind Nurture efforts

12 Introducing the Nurture Worksheet The Nurture Worksheet –Promotes a common approach to Nurture strategy –Ensures we understand our client/prospect audience –Facilitates consistent quality of execution around the world –Brings together all the elements to design client centric Nurture WW marketing teams are responsible for originating the Nurture Worksheet as part of campaign guidance documentation –Worksheet should be as concise as possible –Versioned as needed – usually one worksheet per role per campaign or buying agenda –Assists local marketing teams in selecting Nurture and adjusting for country needs The worksheet will be utilizing information from the following existing (or soon to exist) elements –Campaign guidance- Planning for Interactions/Campaign Briefs –Personas- Available assets and offers

13 The Nurture Worksheet is designed to organize and consolidate the information needed to define Nurture

14 In this module, we will focus on filling in the top part The section below will be explained in future modules

15 Consistent Definitions of the Fields will Drive Consistency The top half of the worksheet contains Nurture program labels sourced from campaign planning documentation This is always filled in by the team originating the campaign (usually WW)

16 The Live Example: Smarter Commerce We have selected Smarter Commerce because it offers a significant growth play for IBM. It also offers both market-making and market-capture opportunities We will continue to use this example all the way through the rest of the education.

17 Filling in the Nurture Worksheet 1. Objective A campaign objective is defined as the overall goal for this specific campaign –At IBM, the campaign objective should be stated in terms of the following measures: Response to Validated Lead conversion rate Number of Validated Leads needed and associated revenue Number of wins needed and associated revenue –The campaign objectives should be identified by Market Segment Managers Why is this important? –Nurture results will be measured against goals –These goals must contribute to IBM’s bottom line –Goals should be set prior to launch

18 Filling in the Nurture Worksheet 2. Sales Play Nurture should be aligned to a Sales Play where possible –We align Sales Plays to Nurture in order to increase the likelihood of a win by enabling the seller to continue the conversation that began with Nurture –The goal of Nurture is to move a client from prospect through to handoff to Sales and progression through to win –Nurture cannot make a sale – Nurture helps identify who is ready to progress to win Sales plays aligned with demand generation are identified on the Campaign and Sales Play Planning Portal By aligning Nurture to a Sales Play, we ensure all responses we drive are aligned to what we can sell and are a focus area for Sales

19 Filling in the Nurture Worksheet 3. Target Audience It is imperative to reference a Persona when completing target audience To make Nurture effective, it is critical to understand who the target audience is –In future modules we will learn how to better understand our target audiences –Nurture requires understanding the audience at a deeper level than most demand generation efforts Target audience and roles are identified as part of the Consolidated Guidance Summary and should be sourced from this document aligned with job role spreadsheet For each campaign there are potentially multiple target audience roles, and a separate nurture worksheet is required for each.

20 Filling in the Nurture Worksheet 4. Industries Understanding the industries our target audiences are in helps focus us on profitable segments –From the Consolidated Guidance Summary, prioritize the industries and target audiences that together have the greatest opportunity for profitability at a WW level. Local customization may be required –The question of whether industry-specific content is required is decided at a program level. Nurture is focusing on specific roles –There are specific industries (e.g. Government, Healthcare) which require a very local approach. These country-specific industries are identified by the local MSM

21 Filling in the Nurture Worksheet 5. Customer Need If there are multiple customer needs, choose a single need per Nurture Worksheet

22 A completed top section of the nurture worksheet WW teams will complete the entire worksheet and make it available to the local teams –Worksheets will be needed and developed by role, by campaign Local teams may customize the worksheet according to local market needs –Nurture also needs to be customized to reflect local market factors such as variations in roles, available translated content and budget limitations

23 Summary of learnings A new way of thinking about how we plan and execute Nurture that focuses on setting objectives and understanding our target audience The Nurture Worksheet supports a methodology that everyone will be using to ensure a better understanding of our audience and facilitate consistent quality of execution The worksheet will then become part of campaign guidance that will integrate teams behind Nurture efforts A focus on campaign objectives sets us up for success by ensuring Nurture activities are aligned to an overarching business goal WW completes the Nurture Worksheet which is provided to the local teams

24 Module 3 – Notes for local teams The Nurture Worksheet reflects the worldwide business objectives –Make sure the Nurture Worksheet you receive has numeric objectives The Nurture Worksheet reflects worldwide target audience roles Review these roles to determine whether they reflect local organizational structures The business objectives must be localized based on your expected contribution to worldwide goals Sometimes, titles may be different but the roles are the same locally –Use the worksheet as is Sometimes, a role may not be relevant because that role does not exist locally –Do not use the worksheet Sometimes, a role may be missing because the role is specific to a local market –Determine whether this is a large enough part of the target audience to warrant creating a new worksheet specific to this audience Evaluating a Worldwide Nurture WorksheetCriteria for Keeping or Adapting