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ПАРТНЬОРСТВО КЪМ УСПЕХ. Ирена Минкова, Маркетинг IBM SEE BPO Organisation. 21 февруари 2012. Как IBM вижда бъдещето?.

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ПАРТНЬОРСТВО КЪМ УСПЕХ

Ирена Минкова, Маркетинг

IBM SEE BPO Organisation

21 февруари 2012


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


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

A new client

An evolving IBMer to serve that client

New era of computing

Our most sustainable competitive advantage is collaborative expertise.

Systems that are more cognitive and insight driven

Non-technical leaders whose roles are being transformed by data


CEOs казват - “Технологиите водят към промени”

External forces that will impact the organization

2004

2006

2008

2010

2012

71%

Technology factors

69%

People skills

68%

Market factors

Macro-economic factors

Regulatory concerns

Globalization

Socio-economic factors

Environmental issues

Geopolitical factors

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

Sourec : 2012 IBM Global CEO Study – Leading through connections


Те имат нужда от повече информация за клиентите си

Drawing insight from information – Areas of improvement

Customers

73%

Operations

50%

Sales

49%

Markets and competitors

44%

Human resources

43%

Supply chain

40%

Risk management

38%

Financials

32%

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

Sourec : 2012 IBM Global CEO Study – Leading through connections


Да капитализираме от социални медии

Mechanisms to engage customers

80%

67%

57%

55%

47%

41%

40%

39%

Today

38%

In 3 to 5 years

31%

22%

22%

16%

15%

Advisory groups

Traditionalmedia

Socialmedia

Channelpartners

Callcenters

Face-to-face*

Websites

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

Sourec : 2012 IBM Global CEO Study – Leading through connections


Вашата обратна връзка е вазна за нас

  • Simplify IBM

  • Help us Grow our business to capture new markets and embrace new business models and opportunities

  • Enhance our Profitability with robust incentive programs, high value solutions

Simplicity. Profitability. Growth

7ibm.com/partnerworld


Новият свят нас...

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.

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 ).

Social marketing is a small portion of overall program spendat 1.3%, but clearly a big focus for tech companies in2012. 65% of respondents stated that they expect their social marketing programspend to increase in 2012, and almost no respondents are expecting decreasesin this area. Given these findings, IDC expects that the 1.3% program spendallocation to social marketing will expand in 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 populationis 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)


За сигурен успех нас: Новите условия за Co-marketing

What is changing?

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

  • 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

External – BP education lecture

Where can I find more info?

Marketing resources for BPs


Cmc comarketing center in pw
Не само събития нас....CMC ( CoMarketing Center) in PW

“Partner Packages” offering integrated campaigns

BP’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.

  • BP’s will have access to a menu of pre-designed packages:

  • Easy to scale

  • Quick to execute

  • Customisable

Mobile

Email

INTEGRATED CAMPAIGNS

Tele-marketing

Online

Social Media

Search

10


Partnerworld
PartnerWorld насПортал: 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


Partnerworld1
PartnerWorld your marketing investments and grow your businessПрограми

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

BP Locator

  • 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

Web Content Syndication

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


Да растем с your marketing investments and grow your business IBM….

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.


БЛАГОДАРЯ your marketing investments and grow your business


Back up charts
BACK – UP CHARTS your marketing investments and grow your business


Ensuring your marketing investments and grow your business success : New Co-marketing T’s &C’s

What is changing?

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

  • 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

Not Eligible

event, including any progression, satellite/ surround activities

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

External – BP education lecture

Where can I find more info?

Marketing resources for BPs


Business partner locator tool
Business Partner Locator Tool your marketing investments and grow your business

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

  • 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

Useful Links:

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

18


IBM Client References your marketing investments and grow your business

Showcase your success with the IBM client reference program

It’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 may

invite 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 NOW

https://www-304.ibm.com/partnerworld/mem/forms/blankForms/customer_reference_submission_form.jsp

A great catalyst for success is success

  • Tell Us Your Story (Client Reference brochure, PDF, 98KB)

  • Client Success Stories

  • Client Reference YouTube Channel

19


Ibm client reference words from our references on benefits of participating as a reference
IBM Client Reference your marketing investments and grow your businessWords 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

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

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

20

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IBM Web Content Syndication your marketing investments and grow your business

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

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

Who is Eligible?

All IBM Business Partners who are registered members of PartnerWorld

IBM Business Partner’s Web site – syndicating IBM content

www.ibm.com/partnerworld/syndication

21

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Key urls and points of contact
Key URLs and Points of Contact your marketing investments and grow your business

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

[email protected] 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

22


IBM Business Partner Mark your marketing investments and grow your business

  • 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

23


IBM Business Partner Mark – by Achievement your marketing investments and grow your business

  • 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

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