Multi-Touch Marketing Protecting a Late Stage Market & Winning an Early Stage Software Market

IBM Software Group

®

Multi-Touch MarketingProtecting a Late Stage Market &Winning an Early Stage Software Market

February 28, 2005Mark Morrissey, Director zSeries Software Marketing

IBM Software Group

2

Agenda

Personal background

Early and late stage markets

Multi-touch marketing best practices

Career Thoughts

IBM Software Group

3

10 years in enterprise software marketing & product marketing IBM – Director zSeries Software Marketing

• Multi-touch marketing model for $7B product line in late stage market

Candle Corporation – VP Worldwide Marketing• Turned around $1B market leader losing share. Acquired by IBM

Siebel Systems – VP Marketing, Siebel ERM• Helped define new ERM market and grow business unit revenue to $100M

Allegis Corporation – VP Product Management• Defined PRM product and category that grew company to 200 employees & $20M revenue

Continuus Software – Development Manager, Product Manager• Built two category creating products that grew company to 175 employees & $25M revenue

Design Intent – Chief Technical Officer• Founded, funded and built product in failed start-up venture for early market

10 years as software developer and architect

Personal Background

IBM Software Group

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Techies“Try it”

VisionariesMove ahead of the herd

PragmatistsStick with the herd

ConservativesMove only when necessary

SkepticsNo way

The Chasm

Early and Late Stage Markets

Tornado

LateMain Street

BowlingAlley

IBM Software Group

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Market segment contact with applicable:• Company (size, industry)• Title• Technology

Value-Add Multi-Touch

Emails

WebMarketing

Telesales & Sales Tools

Field Events

Multi-Touch Marketing Model

eNewsletters

The Mainstreamibm.com/software/zseries/mainstreamThe Mainstreamibm.com/software/zseries/mainstream

Launches, PR & Analysts

IBM Software Group

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Multi-Touch Marketing Best Practices - Summary

1. Validate “on message” whole solution positioning

2. Align campaign and revenue goals by target

3. Consistent multi-touch, value-add marketing to each target

4. Invest in organization and execution model

5. Measure each tactic, each region, each rep weekly

6. Focus on lead qualification and speed of follow through

7. Train and enable Sales with tools that reinforce same value proposition

8. Adjust tactics, positioning, volume and spend each week to meet goals

IBM Software Group

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1. Validate “on message” position and whole solution for target market

IBM Software Group

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2. Align campaign & revenue goals by target

FY04 Revenue: $5.9M1H04 Leads: 1841H04 Responses: 1,844List Size: 55,000Touches: 220,000


EAI


FY04 Revenue: $11M1H04 Leads: 3441H04 Responses: 3,438List Size: 136,000Touches: 544,000

FY04 Revenue: $1.6M1H04 Leads: 501H04 Responses: 500List Size: 24,000Touches: 96,000

J2EE

Operational Managers

Testers and TunersInfrastructure

Builders

IBM Software Group

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3. Consistent multi-touch, value-add marketing for response generation

Multi-touch e-mail

Informational, brief, professional

Aligned to important issue for target

Best practices, tips & tricks

Value-add off (white paper, article)

Each tactic

Marketing template

Qualification call script

E-mail

Offer

Self-Identified Response Lead Qualification

NA: January February March April May June

Email 4 Email 5Webinar Email 6 Webinar Email 7Email 3 Email 8

Sales

E-mail 1 E-mail 2 E-mail 3 E-mail 4

EU/AP: January February March April June

Lists

May

IBM Software Group

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In-source model enables fastest tactic execution and corrective adjustments

Product Marketing Manager – selects offer, lists sizes and develops draft content

Writer – creates compelling, professional content

Creative – creates HTML

Market Intelligence – generates lists

Operations – executes and analyzes results

4. Organize for fast cost-effective tactic execution (2 weeks, $500/lead)

Cost per lead: $1100 in 1H03 $842 in 2H03 $570 in 1H04 $416 in 2H04

IBM Software Group

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Weekly scorecard measures:

Responses

Leads

Lead conversion

Sales opportunities

Revenue

IBM Software Group

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AIM Goal Actual Goal Actual Goal ActualJ2EE MULTI TOUCH 9200 6689 600 553 360 216EAI MULTI TOUCH 1000 310 50 79 30 26PREVIOUS RESPONDERS 2000 5037 350 437 210 186REFERRAL PROSPECTING 1000 95 100 71 60 27WEBSPHERE ADMINISTRATORS 1000 1463 100 309 60 171MANAGERS 1000 851 50 42 30 0WEB MKT 2350 3569 50 429 30 165PARTNER MKT 1000 445 50 23 30 0TRADE SHOWS 200 350 50 38 30 35DOWNLOADS 150 363 150 112 90 161H04 - CARRYOVER - MULTI TOUCH 0 341 120 202 72 1881H04 - CARRYOVER - WEB MARKETING 0 219 50 17 30 522H03 - CARRYOVER - MULTI TOUCH 0 4 15 0 9 12H03 - CARRYOVER - WEB MARKETING 0 0 15 1 9 0FIELD MARKETING 2100 3215 350 580 210 110

Total: AIM Marketing 21,000 22,951 2,100 2,893 1,260 1,193

DCM Goal Actual Goal Actual Goal ActualCCR2 400 1088 0 5 0 3WEBINARS 1000 1236 70 87 42 24TRADESHOWS & CONFERENCES 500 464 100 97 60 34eMARKETING TACTICS 0 1445 0 154 0 15USER GROUPS 100 0 20 0 12 0FIELD MARKETING (ALL REGIONS) 1000 898 187 109 112 34

Total: DCM Marketing 3,000 5,131 377 452 226 110

TOTAL 24,000 28,082 2,477 3,345 1,486 1,303

WW MARKETING SCORECARD SUMMARY 2H04 Opportunities2H04 Leads2H04 Responses

3 $7,260.0010 $169,343.0410 $558,267.70

23 $734,870.74

1 $35,000.006 $391,927.00

68 $6,673,007.00

75 $7,099,934.0098 $7,834,804.74

MARKETING OPPORTUNITY SUMMARY

Closed - Won Opportunities

Revenue

TOTAL

AIM MARKETING

DCM MARKETING

1H04 (06/28/03 - 12/31/03)2H03 (12/02/02 - 06/27/03)

2H04 (01/01 - TO DATE)

DCM SUBTOTAL

AIM SUBTOTAL

2H03 (12/02/02 - 06/27/03)1H04 (06/28/03 - 12/31/03)2H04 (01/01 - TO DATE)

IBM Software Group

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• LDR Qualified Opportunities

• Telesales campaigns

LDRs ziSSRs zSSRs

• Multi-touch marketing campaigns

•Field Sales Plays

•ziSSR-Generated Opportunities

Sales

Programs

• Lead Qualification

• V2V• Opportunity Identification (OI)

• Opportunity Ownership (OO)

Opportunity?

MarketingPrograms

Win Revenue

Win?

Yes OI

OO

Yes

No No

Opportunity?

IBM Software Group

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Designed for Speed of Follow ThroughInside sales receives responses daily

Calling begins with 24 hours of tactic execution

Qualified leads assigned to Inside Sales reps daily

Sales reps contact new leads with 48 hours

Tactic resolution typically completed within 3 weeks

Marketing manager has complete tactic analytics prior to next tactic

Candle Inside Sales ReportLeads Produced

0 029 44 52 61 73

105134

173213

303

405

521

636

726 726

902

1029

1129

12011260

0

200

400

600

800

1000

1200

1400

Aug - wk 6 Sept - wk 10 Sept - wk 14 Oct - wk 18 Nov - wk 22 Dec - wk 26

Actual Leads

Goal Leads

Candle Inside Sales ReportLeads Produced

0 029 44 52 61 73

105134

173213

303

405

521

636

726 726

902

1029

1129

12011260

0

200

400

600

800

1000

1200

1400

Aug - wk 6 Sept - wk 10 Sept - wk 14 Oct - wk 18 Nov - wk 22 Dec - wk 26

Actual Leads

Goal Leads

IBM Software Group

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IBM Software Group

®

End-to-End zSeries Infrastructure Management

zSSR, Candle Reps8/3EMEAWebinar 2 – Roadmap

zSSR, Candle Reps8/4North AmericaWebinar 2 – Roadmap

zSSR, Candle Reps8/5APWebinar 2 – Roadmap

zSSR, Candle Reps7/22North AmericaWebinar 1 – Play, Tools

zSSR, Candle Reps7/27EMEAWebinar 1 – Play, Tools

zSSR, Candle Reps7/28APWebinar 1 – Play, Tools

AttendeesDateEvent Geo

zSSR, Candle Reps8/3EMEAWebinar 2 – Roadmap

zSSR, Candle Reps8/4North AmericaWebinar 2 – Roadmap

zSSR, Candle Reps8/5APWebinar 2 – Roadmap

zSSR, Candle Reps7/22North AmericaWebinar 1 – Play, Tools

zSSR, Candle Reps7/27EMEAWebinar 1 – Play, Tools

zSSR, Candle Reps7/28APWebinar 1 – Play, Tools

AttendeesDateEvent Geo

Sales Presentation Recorded Demo Scripted Whiteboard

Sales Program Enablement Training

IBM Software Group

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First campaign adjustments – redesign managers campaign, previous responders campaign begins, etc.

Second campaign adjustments – collapse J2EE campaigns into WAS focus, collapse EAI campaigns into WMQ and WBI focus


IBM Software Group

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New sales tools and training to increase promoted leads

Management focus to reduce No Action to less than 10%

Establish SandBox for ongoing prospecting


IBM Software Group

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Multi-Touch Marketing Best Practices - Summary

1. Validate “on message” whole solution positioning

2. Align campaign and revenue goals by target

3. Consistent multi-touch, value-add marketing to each target

4. Invest in organization and execution model





IBM Software Group

®

Multi-Touch MarketingProtecting a Late Stage Market &Winning an Early Stage Software Market

February 28, 2005Mark Morrissey, Director zSeries Software Marketing

IBM Software Group

20

Career Thoughts

Do what you love

Never stop learning

Be an expert on market guiding customer challenge scenarios

Learn (and appreciate) related roles by doing

Always have a mentor that’s 1+ steps ahead in your career path

Be willing to fail (and not defensive when you do)

Learn to hire and lead great people

Find and manage your life and career balance

Multi-Touch Marketing Protecting a Late Stage Market & Winning an Early Stage Software Market

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