1. Overcoming tech sales & marketing challenges using internal expertise
April | Tony Tarquini
Overcoming tech sales & marketing challenges using internal expertise

2. Introduction to Pega
Launched in 1983 by Founder and CEO Alan Trefler Headquarters in Cambridge, Massachusetts, USA Regional offices across North America, Europe, Latin America, and Asia 4,000+ employees worldwide Publicly held (NASDAQ: PEGA)

3. …chances are you’ve interacted with Pega.
Every day, Pega powers…
MILLIONS of automated processes
BILLIONS of customer interactions
TRILLIONS of dollars of business
If you’ve driven a car, used your credit card, called a company for service, opened an account, applied for a loan, accepted an offer, flown on an airplane, paid a bill, submitted a claim, or countless other things you do in your day…
…chances are you’ve interacted with Pega.
But the real measure of our success is our customers
And the scale of the impact that our software helps them deliver

4. Pega delivers Digital Transformation – without limits
Pega® Marketing
Digital Process Automation
Real-time AI to acquire, retain, and deepen relationships
Automate work and outcomes from end- to-end
Digital Process Automation
Customer Engagement
Pega® Sales Automation
Robotics and AI
AI guidance makes sellers, partners, and agents effective
Apply robotics and intelligence across the enterprise
Pega® Platform
Pega® Customer Service
Build and change apps 8X faster with no code
Workforce Intelligence
Deliver efficient, omni- channel service
Scale without limits
AI-powered insights to continuously improve and adapt
Built-in DevOps, CI/CD, and Agile tools
Delivered through our products:
Powerful CRM applications
Powerful platform automation and building applications
All delivered on the cloud…with choice

5. Unified architecture for Digital Transformation
DIGITAL PROCESS AUTOMATION
REAL-TIME DECISIONS & AI
END-TO-END WORK MANAGEMENT
CUSTOMER ENGAGEMENT
“The highest reference customer scores for modeling and predicting customer behavior.
The best ability to build, maintain, and change complex cases.
The best cost to value rating of any solution.”
Gartner
Unified technology AND best of breed
For CRM engagment
For Digital Process Automation
For Real-time interactions and AI
For end-to-end work automation and case management

6. Brand Recognition Pega Who?
“I don’t know Pega” “I have heard of Pega but I don’t know what you do” “I know Pega – you are that BPM company, aren’t you?” “Pega is the company that delivers: Unified, Digital Front Office, powered by AI”

7. Our Marketing Objectives
Profile
Recognition
Understanding
Engagement
Relationship
Trust
Success
Expand
Leverage
Migrate from
Complex in IT to Simple in Business

8. Resources to Leverage:
Software Quality & Capability,
Expertise to Deliver
Vertical Industry Knowledge…
and Business Certainty!
Thought Leadership
A different Point of View
Challenger Selling
Visible, Forward Facing Leaders

9. Influencer Marketing
The targeting and leverage of those most influencing an organisation’s customers – whether these be through offline, online or social channels
Consultants
Journalists
Authors/Management Thinkers
Procurement
Complementary Partners
System Integrators
Analysts
Industry Bodies
Online Forums
Regulators……..

10. Influencer Marketing
The targeting and leverage of those most influencing an organisation’s customers – whether these be through offline, online or social channels Consultants Journalists Authors/Management Thinkers Procurement Complementary Partners System Integrators Analysts Industry Bodies Online Forums Regulators

11. Influencer Marketing
The targeting and leverage of those most influencing an organisation’s customers – whether these be through offline, online or social channels

12. Our Influencing Process
Identify our Target Organisations
Categorise the Target Personas/Roles
Recognise the Individuals
Analyse their Activity
Understand what Makes them Tick
Align your Thought Leadership with them
Target them individually or as groups
Communicate a Trusted PoV
Engage & Develop Relationships

13. See a post/headline and write!
Use newsfeeds as the inspiration and your Target’s Posts as the connection

14. Case Study Major UK Government Department:
Pega AE identifies a key Target – impossible to get a meeting
Analysis of Target’s Social Media activity identifies a favourite subject
AE posts on this subject based on wider newsfeed activity
Target posts on the same subject
AE Comments on the Post – gets a reaction
AE sees further press activity and ISTATOYs Target
Target’s response develops into a conversation
Meeting is scheduled
Major Opportunity is now in the pipeline