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Marketing Collateral Strategy

Marketing Collateral Strategy. High Impact > Flexible > Buyer Centric. One Company - One Collateral Program. Presentation Goals Agree across SBUs to implement a common architecture, look and general usage for Pegasystems customer facing collateral Identify missing collateral types

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Marketing Collateral Strategy

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  1. Marketing Collateral Strategy High Impact > Flexible > Buyer Centric

  2. One Company - One Collateral Program • Presentation Goals • Agree across SBUs to implement a common architecture, look and general usage for Pegasystems customer facing collateral • Identify missing collateral types • E.g. Insurance

  3. Developing A Common Base To Meet SBU Needs • Successful corporate branding and messaging requires: • A consistent, cost effective approach to collateral, both for company effectiveness, efficiency and successful sales efforts • As our products continue to evolve, so must our collateral strategy • Collateral strategy is based on balancing the use of print and electronic mediums

  4. Collateral Requirements Align With Corporate Direction • Consistent branding across SBUs for share-of-mind • Effective / targeted product and industry messages • Content and structure matches the buying cycle • Target the specific needs of each business line effectively • Accurately reflect the sales cycle for BPM solutions • Simplify the collateral selection for each stage of the sales cycle • Change management • Budgetary consideration • Reduce printing of materials • Reduce obsolesce costs

  5. Collateral Strategy Criteria • Life Cycle • Budget Restrictions • Media Type (Vehicle) • Stage of Sales Cycle • Prospect preference • Inverted pyramid hierarchy

  6. Collateral Strategy Criteria • Life Cycle • Longest shelf life • information overview • branding message for company • 4 color, glossy, offset printed • Shortest shelf life • electronic delivery • can be B&W or digital color print • concise - no redundant information • address specific, timely customer-centric information • Budget Restrictions • Media Type (Vehicle) • Stage of Sales Cycle • Inverted pyramid hierarchy

  7. Collateral Hierarchy Corporate Backgrounder, Market (SBU) Brochures Longest shelf life High quality Pre-pipeline, Pre-development 12 - 15 months More info Product Suites Moderate shelf life Good quality print Pre-pipeline, Pre-development, Development More info More info Case Studies Moderate shelf life Electronic, digital color Development, Analysis, Decision 9 – 12 months More info Solution Brief Moderate shelf life Electronic, digital color Development, Analysis, Decision More info White Papers Moderate shelf life Electronic, B&W, cover color Analysis, Decision Product Sheets Very short shelf life 1 page Electronic, digital color Pre-development, development 6 – 9 months More info

  8. Hierarchy of Current Collateral Corporate backgrounder • Company branding / message • General introduction to company • Long shelf life • Printed high quality 4 color • 1 page • Pre-pipeline • Pre-development • Broad use: • trade shows • mailings • RFP’s back

  9. Hierarchy of Current Collateral Corporate/Market (SBU) brochure • Company branding / message • General introduction to: • products • markets • industries • technology • uniqueness of Pega • Long shelf life • Printed high quality 4 color • 8-12 pages • Pre-pipeline • Pre-development • Development back corporate backgrounder

  10. Hierarchy of Current Collateral • Line of business centric • Addresses specifics of each application (i.e. – show how solutions fit together). • Address problem solving, value proposition, SBU solution specific • 4 pages max • Pre-pipeline • Pre-development • Development • Printed high quality 4 color • Details will change with product development • New to portfolio Product Suite (optional) back

  11. Hierarchy of Current Collateral • Address business issues, • Target specific customer pain • problems and specific solutions • Demonstrates usage of solution and/or technology • Development, Analysis • 2-6 pages • Electronic • B&W or color digital print (on demand) Case Studies back

  12. Hierarchy of Current Collateral Solution Brief • Address business issues, • Target specific customer pain • problems and specific solutions • Demonstrates usage of solution • Development, Analysis • 2-6 pages • Electronic • B&W or color digital print (on demand) back

  13. Hierarchy of Current Collateral • Provide concrete specs., technical detail • Highlight technology, product usage, best practice development techniques • Help with ROI discussions, business case • Analysis stage • Decision stage • 8-20 pages. • Moderate shelf life • Electronic for efficient content modifications • B&W or digital color (on demand) White Papers back

  14. Hierarchy of Current Collateral Product Sheets • Tailored for each Pega product • Drilled down to feature details • - no redundant information • Pre-Development • Development • 1 page. • Short shelf life • Electronic for fast content modifications • Digital color or B&W • Printed on demand back

  15. Marketing Collateral StrategySummary • Deep portfolio of material mapped to Sales and Buying cycle • Common lexicon facilitates content development • Pega presents a single company image and message • Significantly reduced costs without loss of use • Ability to respond quickly to product detail changes • Eliminated redundant information • The right information to the right person at the right time • Provides a framework for exceptions handling

  16. What Who When Purpose Vehicle Corporate brochure All reps Pre-Pipeline Pre-Development Consistent branding, messaging, overview, intro to company Long shelf life, printed, high quality, 4 color, 8-12pp Product Suite Reps in each SBU Pre-development Development Addresses specifics of each application Address objections, competition, value proposition 4 pp max. Moderate shelf life. Details will change with product development. Printed. Case Studies Tailored for each SBU and specific customer Predevelopment Development Analysis Address business issues, Target specific features, solutions, to persuade potential customer Medium shelf life, electronic POD, 2-6pp. Color Reps in each SBU Solution Brief Pre-development development Addresses specifics of each application Address objections, competition, value proposition 4 pp max. Moderate shelf life. Details will change with product development. Printed. White Papers All reps Analysis Decision Provide concrete specs. Highlight technology, help with ROI discussions, business case 8-20 pp. Medium shelf life requires electronic media POD for efficient content modifications B&W, cover color Product Sheets Tailored for each application Pre-development Development specific to applications – drilled down to the most details – no need for general info 1 page Very short shelf life POD possibly color

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