ПАРТНЬОРСТВО КЪМ УСПЕХ

Ирена Минкова, Маркетинг

IBM SEE BPO Organisation

21 февруари 2012

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Как IBM вижда бъдещето?

The future will continue to require a constant shift to higher value. Throughout its history IT has demonstrated a clear pattern: innovation occurs, shapes new markets, then becomes commoditized. That requires a constant focus on further innovation and new market opportunities

- Ginni Rometty”“

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Започваме с..... IBM’s 3 Strategic Beliefs Започваме с..... IBM’s 3 Strategic Beliefs

New era of computing

A new client An evolving IBMer to serve that client

Non-technical leaders whose roles are being transformed by data

Our most sustainable

competitive advantage is

collaborative expertise.

Systems that are more

cognitive and insight driven

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Source: Q1 “What are the most important external forces that will impact your organization over the next 3 to 5 years?”

External forces that will impact the organization

68%

69%

71%

2004 2006 2008 2010 2012

Technology factorsTechnology factors

People skills

Market factors

Macro-economic factors

Regulatory concerns

Globalization

Socio-economic factors

Environmental issues

Geopolitical factors

CEOs казват - “Технологиите водят към промени”

Sourec : 2012 IBM Global CEO Study – Leading through connections

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Drawing insight from information – Areas of improvement

Source: Q23 “In which areas do you plan to improve your ability to draw meaningful and executable insights from available information?”

Customers

Operations

Sales

Markets and competitors

Human resources

Supply chain

Risk management

Financials

73%73%

50%50%

49%49%

44%44%

43%43%

40%40%

38%38%

32%32%

Те имат нужда от повече информация за клиентите си

Sourec : 2012 IBM Global CEO Study – Leading through connections

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Source: Q8 “What are the three most important mechanisms your organization will use with customers over the next 3 to 5 years?”*Face-to-face / sales force / institutional representatives

80%

67%

40%

31%

39%

15%

22%22%

41%38%

16%

57%

47%

55%

Face-to-face* Callcenters

Traditionalmedia

Advisory groups

Channelpartners

WebsitesSocialmedia

Mechanisms to engage customers

Today

In 3 to 5 years

Да капитализираме от социални медии

Sourec : 2012 IBM Global CEO Study – Leading through connections

7 7 ibm.com/partnerworld

Вашата обратна връзка е вазна за нас

1. Simplify IBM2. Help us Grow our business to

capture new markets and embrace new business models and opportunities

3. Enhance our Profitability with robust incentive programs, high value solutions

Simplicity. Profitability. Growth

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As response rates for traditional marketing tactics decrease, it's estimated that by 2015, 71% of leads will be generated by digital marketing. (SiriusDecisions, “The Impact of Digital Marketing,” May 2012 ).

To increase impact and influence of channel, vendors should be: “Developing a truly integrated marketing campaign” …. And “Providing partners with marketing mentors”. (Forrester May 2012, “Tech Channels Have A Long Way To Go Toward Adding Marketing Value”)

2B+ internet users globally; 800M+ users of Facebook; 100M+ users of Twitter; millions using location based services such as Foursquare & media sharing apps like You Tube; Three-quarters of the world’s population is willing to shop digitally – and a quarter is willing to use three or more technologies to shop. (IBM’s global consumer survey January, 2012)

More than 80% of CMO’s plan to use social media & mobile applications in their future plans. IBM’s Global CMO Study (2012)

Social marketing is a small portion of overall program spend at 1.3%, but clearly a big focus for tech companies in 2012. 65% of respondents stated that they expect their social marketing program spend to increase in 2012, and almost no respondents are expecting decreases in this area. Given these findings, IDC expects that the 1.3% program spend allocation to social marketing will expand in 2012.

Digital advertising begun to thrive. Actual spending remains modest, esp. when compared with advertisers’ online investments in Western Europe or North America. Yet online ad spending in Eastern Europe will jump by almost 17% in 2011, according to eMarketer estimates, and post further gains of 18% in 2012. In 2015, online ad spending will reach $3.7 billion and account for 2.8% of the worldwide total.

Новият свят...

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Execute a range of tactical and measurable co-marketing activities incl. social media and digital marketing to extend their reach beyond a single event and at potentially a much lower cost

Take advantage of easy to execute, comprehensive marketing campaigns that incorporate multi-touch tactics incl. e-mails, telemarketing scripts, digital content and compelling customer offers provided by IBM

Effectiveness

Appropriateness

Consistency

What is changing?

Where can I find more info?

External – BP education lecture

Marketing resources for BPs

За сигурен успех: Новите условия за Co-marketing

T&Cs associated with events executed by IBM business partners, effective July 2nd, 2012

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Не само събития....CMC ( CoMarketing Center) in PW

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“Partner Packages” offering integrated campaignsBP’s will have access to a menu of pre-designed co-marketing packages consisting of multi-tactic campaigns with a Lead Nurture component to increase yields.

Tele-marketing

MobileEmail

Social MediaSearch

Online

INTEGRATED CAMPAIGNS

BP’s will have access to a

menu of pre-designed packages:

Easy to scale Quick to executeCustomisable

© 2012 IBM Corporation

PartnerWorld Портал: Вход с много възможности

The PartnerWorld website is your

single point of access to a wealth of

resources and benefits available to

you as an IBM Business Partner.

IBM is committed to helping you generate more value from your marketing investments and grow your business

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PartnerWorld Програми

PartnerWorld Programs & Tools Benefits

• Find and team with IBM global ecosystem of skilled partners anytime, anywhere

• Social networking within the IBM PartnerWorld Community

• Translated into 20 languages

Web Content Syndication

IBM Web content and sales assets delivered automatically to your website

9 languages support

Generate leads and accelerate your sales process

Save web development and maintenance expenses

Client

References

• Gain visibility and opportunity to demonstrate innovation and unique capabilities• Facilitate future business by promoting successful implementations • Establish industry leadership, broaden marketplace exposure and develop new industry contacts

BP Locator

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1.Take advantage of IBM’s strategic

growth plays, especially

PureSystems

2. Leverage all elements of our

portfolio as you expand your

business to new markets

3. Invest in IBM skills and

programs.

Да растем с IBM….

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БЛАГОДАРЯ

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BACK – UP CHARTS

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Eligible Business-related event, primary purpose is promotion,

demonstration or explanation of products or services Conducted at a business venue (i.e. briefing center, conference

center, exhibit hall) Expenses for meals/refreshments are reasonable a in cost and

frequency,do not exceed the limits set in T&Cs Expenses for gifts, including promotional merchandise, are of

nominal value, do not exceed the limits set in T&Cs For eligible events where the Business Partner or others fund

non-reimbursable categories of expenses defined by the co-marketing guidelines (such as travel and lodging), the associated expenses must be reasonable and not include spouses or guests

Events held in non-business venues. This includes, but is not limited to: Sporting event arenas Concert venues Amusement and/or Theme Parks Bars or Nightclubs Hotel cocktail/reception areas Restaurants

Entertainment or surround/satellite activities Entrance fees Raffles and other contests Attendance of spouses or guests

event, including any progression, satellite/ surround activitiesNot Eligible

Execute a range of tactical and measurable co-marketing activities incl. social media and digital marketing to extend their reach beyond a single event and at potentially a much lower cost

Take advantage of easy to execute, comprehensive marketing campaigns that incorporate multi-touch tactics incl. e-mails, telemarketing scripts, digital content and compelling customer offers provided by IBM => RTE campaigns

Effectiveness

Appropriateness

Consistency

What is changing?

Where can I find more info? External – BP education lecture

Marketing resources for BPs

Ensuring success : New Co-marketing T’s &C’s

T&Cs associated with events executed by IBM Bbusiness partners, effective July 2nd, 2012

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Business Partner Locator Tool

• Company name• Business Partner Type• Industry• Solution Area• Skill or Certification

(mapped list of product groups)

• Specialty• Product or Service

(mapped list of product groups)

• Midmarket experience(yes or no)

• Proximity to your location• Country

The locator tool allows customers to search for Business Partners using any combination of criteria below:

Useful Links:http://www-304.ibm.com/partnerworld/wps/bplocator/search.jsp http://www.ibm.com/partnerworld/flashmovies/webcasts/bp_locator/bp_locator_demo_external.html

BP Locator FAQ

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A great catalyst for success is success•Tell Us Your Story (Client Reference brochure, PDF, 98KB) •Client Success Stories •Client Reference YouTube Channel

Showcase your success with the IBM client reference programIt’s a new business era. Everyone’s talking innovation. It’s no longer enough to offer unique products and services—now you have to create competitive advantage by doing business in a whole new way. Tell the world how you do it.

How does the IBM client reference program work?As a reference client, you identify the types of activities for which you are willing to be considered, and you determine the frequency and extent to which IBM can leverage your organization’s name. Depending on your interest and the available opportunities, we mayinvite you to share your success story in:• Peer-to-peer conversations• Presentations• Case studies• Video testimonials• Media interviews and press releases• Analyst interviews and briefings• Speaking engagements• Advertisements

Submit your reference NOWhttps://www-304.ibm.com/partnerworld/mem/forms/blankForms/customer_reference_submission_form.jsp

IBM Client References

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IBM Client Reference

Words from our references on benefits of participating as a reference Provides a valuable marketing tool“This is a great case study, and we love the way it came out. It captures, succinctly, our service and has proven to be a very valuable marketing tool for our organization. We have linked to it from our site and printed copies, which we include in all our promotional packets and hand out to promote our organization.”

— Mike Lasky, Managing Director, Stargazer Foundation

Offers access to industry peers“Being a reference is a very useful means of making sure we stay on the front foot by engaging with other companies from across the world.”

— Russell Irwin, Group Technology Directions Manager, Standard Life

Helps build a strong, beneficial relationship with IBM“Participation in the IBM client reference program has helped us build a strong relationship with the IBM product group. As a result, we’ve gained valuable input on customizing our implementation and had the opportunity to discuss the product capabilities we may need in the future.”

— John Shaull, Senior Technical Analyst, CB&I

Increases marketplace visibility and helps attract new customers“Being an IBM reference has had a tremendous impact on our business. It has greatly increased our visibility in the marketplace, and it has resulted in a substantial number of new customers for us. IBM reference opportunities will remain a key part of our marketing strategy.”

—Nigel Malcolm, Chief Executive Officer, Fleetcare

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IBM Web Content Syndication

Why do you need it? Generate leads and accelerate sales by enhancing the power of your company's Web site with key IBM marketing assets, without the expense of technical or marketing resource

What is it? IBM product content delivered automatically to your Web site

www.ibm.com/partnerworld/syndication

Who is Eligible? All IBM Business Partners who are registered members of PartnerWorld

IBM Business Partner’s Web site – syndicating IBM content

WCS FAQ July 2011 WCS BrochureWCS 10 things you need to know

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Key URLs and Points of Contact

Business Partners who are enrolled but who have NOT yet start syndicating content should re-register here:

http://websyndication.sharedvue.net

Business Partners who have NOT yet enrolled in Web Content Syndication should go here:

http://websyndication.sharedvue.net

Business Partners who want to learn more about the Web Content Syndication benefit should go here:

http://www.ibm.com/partnerworld/syndication

Technical support questions ibm@sharedvue.net or phone 1.919.287.4600 (8:00 a.m. - 8:00 p.m. EDT)

General program overview http://www.ibm.com/partnerworld/syndication

Web Content Syndication Webcast - Using IBM Web Content Syndication - A Business Partner's Experience 

http://event.on24.com/r.htm?e=459238&s=1&k=042A0599603629DC4FE31B30204C10F9

IBM Web Content Syndication

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•The IBM Business Partner marks represent the value of your collaboration with IBM, and signify expertise and initiative in earning status through merit and demonstrated accomplishment. •Using the appropriate mark in your communications highlights your special relationship with IBM, and experience proves that displaying these marks can reinforce a client’s decision to do business with you. •The IBM logotype enjoys great acclaim as one of the most respected logos worldwide. •To access your eligible IBM Business Partner Mark using the IBM Mark Generator Tool link below:https://www-304.ibm.com/partnerworld/wps/servlet/ContentHandler/pw_com_mkt_mrt_bp_marks

•There are three types of marks available for use by eligible Business Partner companies:•A IBM Premier Business Partner •B IBM Advanced Business Partner•C IBM Member Business Partner

SAMPLES of IBM Business Partner Marks

IBM Business Partner Mark

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•The Achievements represent higher levels of accomplishment by and recognition of your company within the IBM Business Partner program, and authoritatively convey this additional value to your clients. •Correct application and usage of these Achievements strengthen the overall impression of your company’s expertise and professionalism, and enhance its official and important relationship with IBM. •To access your eligible IBM Business Partner Mark using the IBM Mark Generator Tool link below: https://www-304.ibm.com/partnerworld/wps/servlet/ContentHandler/pw_com_mkt_mrt_bp_marks 

SAMPLES of Business Partner Achievement Mark

IBM Business Partner Mark – by Achievement