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Marketing Emerging Technology Products …or, “How do I generate leads for product categories the marketplace has never be

Marketing Emerging Technology Products …or, “How do I generate leads for product categories the marketplace has never before heard of?”. Jacques Pavlenyi IBM - Segment Executive, SMB Telecommunications, Media & Entertainment Michael O’Neil Info-Tech Indaba - Managing Director Deb Kase

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Marketing Emerging Technology Products …or, “How do I generate leads for product categories the marketplace has never be

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  1. Marketing Emerging Technology Products…or, “How do I generate leads for product categories the marketplace has never before heard of?” Jacques Pavlenyi IBM - Segment Executive, SMB Telecommunications, Media & Entertainment Michael O’Neil Info-Tech Indaba - Managing Director Deb Kase IBM – Segment Executive, Emerging Business Opportunities © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  2. Emerging Technology Product Challenges Product or capability that: • No one has ever heard of • Is new to the marketplace • Is NOT in line with your established brand © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  3. Keys to emerging product marketing success Awareness Perception Targeting Internal Marketing © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  4. Targeting challenge: shifting segmentation of “digital media” customers Problem “Digital Media” could encompass many different areas Solution Start with IBM’s core customers and technologies, then build out Mags Banks Games Digital Asset Management Music Retailers Mags Radio News TV News Telecom Dev Tools Servers Chips Banks Retailers Games Gov’t © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  5. Internal marketing challenge: games a fast-growing industry, new for IBM “Wow, there’s lost of addressable opportunity here in Games!” “CRM was a dud, but customers really responded to our Servers…” “You’ve convinced me…what do you need from me?” “What can I sell today? CRM and Servers… “This is cool! How can I help?” © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  6. Marketing Emerging Technology Products…or, “How do I generate leads for product categories the marketplace has never before heard of?” Michael O’Neil Info-Tech Indaba Managing Director © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  7. Keys to Effective Awareness Creation • The Product or Service that you are selling • The environment that you are selling into • The stage of the sales cycle that you are targeting The pre-existing knowledge that the buyer brings to the interaction © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  8. Dissecting the Decision Process • Business need • Product/service specification • Identifyingprospective suppliers • Evaluating prospective suppliers • Selecting a supplier • Negotiating terms • Managing the solution – © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  9. Internal Conversationsdominate the early andlate stages of theprocess Sources of Input/Influence:All North American IT Respondents: Type of Input N=1619 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  10. US IT RespondentsInternal Conversations – With Whom? N=1033 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  11. Sources of Input/Influence:All North American IT Respondents: Type of Input External MessageSources are most effective in the Identificationand Evaluation stages N=1619 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  12. Other Web Sites/Searches Trade Shows/ Seminars Recommendations/ References Publications Internal Conversations Environment Enterprise/Near Enterprise (> 500 Employees) N=557 SMBs are Different! SMB (> 500 Employees) • Less reliance on internal conversations • More use of Web • Publications used more widely in the process N=1022 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  13. Other Web Sites/Searches Trade Shows/ Seminars Recommendations/ References Publications Internal Conversations Product/Service Advanced Products are Different! Customized Products/Services • More reliance on internal conversations • “Champions” are important • Less use of web, especially in the evaluation stage N=309 Commodity Products/Services N=332 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  14. Knowledge Level is Not Directly Correlated with Size of Account © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  15. Knowledge Level is Not Directly Correlated with Size of Account Client and simple server applications Loosely integrated complex server applications Multiple, tightly integrated complex server applications © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  16. KnowledgeChanges BuyerDiscussions! • Buyers with limited initial understanding are still in “fact-finding mode” – discussions are with IT staff and end users • Buyers with advanced understanding are in “action mode” – discussions are with senior managers Senior management Senior IT staff Line management IT Staff End users Pre-Existing Knowledge Limited Initial Understanding N=780 Advanced Initial Understanding N=757 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  17. The stage of the sales cycle that you are targeting is the most important factor in determining how you build awareness • Different environments require modifications of tactics • Don’t try to use a “one size fits all” approach • The Product or Service that you are selling has multiple impacts on awareness strategies • Not only in terms of customized vs. commodity, but also with respect to sales and marketing channels Knowledge is important in moving from “investigation” to “action”! Lessons Learned © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  18. Marketing Emerging Technology Products…or, “How do I generate leads for product categories the marketplace has never before heard of?” Jacques Pavlenyi For Deborah Kase, IBM © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  19. Case Study: IBM Technology Collaboration Solutions • Technology Collaboration Solutions started in 2002 • Think of it as “product development services” • Marketplace need confirmed via 2005 CEO study • Innovation was the biggest headache • IBM had the right, existing, and differentiated capabilities to address the opportunity © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  20. Awareness “You Deserve a Break Today at _________." "Don't Squeeze the _________." "_____________, The San Francisco Treat!" "Silly Rabbit! _________ Are for Kids!" "You're in Good Hands with _________“ © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  21. Traditional Awareness: Advertising websites Banners PR sponsorships email/newsletter advertising Etc. Targeted Awareness: CTO Conference Industry/contact specific webcasts sponsored by trade associations Sub-segment industry events Leveraged Collaborative Innovation Awareness challenge: reaching potential customers for IBM TCS • Work towards the goal of being the thought leader • Align to a memorable message © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  22. Marketing for Perception Changes “ Marketers are packing up their campaigns and taking them on the road... Seek[ing] to forge closer emotional bonds with consumers.” – NYT Sept 2006 Perception challenge: taking IBM from “geek” to “innovators’ innovator” One-to-one marketing • Advocates • Segment of 1 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  23. Examples of Awareness and Perception Activities for TCS Targeted Webcast moderated by CMP in conjunction with EE Times, ESM Magazine drives awareness Key customer becomes market advocate via case study and press release IBM ENGINEERS ADVANCED SUPPLY CHAIN MANAGEMENT SOLUTION FOR ANALOG DEVICES INC. New Solution Delivers Improved Performance and Helps ADI Predict Supply Versus Demand Segment of 1 customized collateral with client specific messaging builds key relationships one at a time © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  24. Where are we today? • Still have our name • Targeted awareness • Changing perception © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  25. Pick your targets Pick top accounts to target Help Sales find the key decision-makers and influencers Internal Marketing Put the business case together Take your show on the road Get Out There! Avoid “Analysis Paralysis” Don’t generate demand you can’t fulfill Learn your lessons What did Sales learn? What did YOU learn? Incorporate into Round 2, and Get Back Out There! Let’s Sum It Up © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  26. “Get out there!” © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  27. Thank you Jacques Pavlenyi, IBM jpavleny@us.ibm.com (415)294-7743 Michael O’Neil, Info-Tech Indaba moneil@infotech.com (888) 670-8889 Deb Kase, IBM dkase@us.ibm.com (914) 514-3238 © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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