This document provides an overview of IBM's Business Analytics marketing plans and assets for mid-market partners. It discusses upcoming events, digital marketing tactics, demand generation programs, and courses to help partners improve their marketing skills. The document encourages partners to submit customer success stories, leverage IBM's mid-market assets and campaigns, and ensure they are registered for upcoming webinars and communications. It also provides contact information for the UK marketing lead.

1. © 2013 IBM Corporation
Worldwide Business Partner and Midmarket Marketing
Business Analytics Marketing Overview
Phil Powell Business Analytics business development lead – Europe
8th May 2014

2. © 2013 IBM Corporation
Agenda
 Buyer focus
 Cognos Express Lead offering
 Mid Market marketing demand generation assets
 Case study support
 Forward looking BI
 Awareness
 CoMarketing
 Enablement
 Call to Action
2 May 8, 2013

3. © 2013 IBM Corporation
Broad Business Analytics portfolio facilitates “land & expand” strategy
STILL the ONLY Reporting, Analysis and
Planning solution, purpose built for
midsize organizations.
Start with Cognos Express and Expand
Business
Intelligence
Predictive
Analytics
Performance
Management
IBM Cognos
Express
IBM SPSS
Modeler
IBM Cognos
Express
IBM Cognos
Insight
IBM SPSS
Statistics
IBM Cognos
Insight
IBM Social
Media
Analytics
IBM Cognos
Disclosure
Management

4. © 2013 IBM Corporation
IBM Software One Lead-With Offerings for Midmarket
4
Offering Description Value Prop QRG URLs: W3 / PartnerWorld
Key info in QRG:
- Prospecting Questions
- Average Deal Size
- Competition & Differentiators
Cognos Express
Hot – Simplified design, extended
mobile support & new visualizations!!
Integrated business intelligence and performance
solution that delivers the reporting, analysis,
dashboard, scorecard, planning, budgeting and
forecasting capabilities that workgroups and
midsize companies need at an affordable price
Helps businesses transform their financial
processes so they can react quickly to
changing business conditions
PW QRG
PW Sales Kit
W3 Sales kit & QRG
Take Back the Business User Plan
SPSS Statistics Professional
Hot – Predictive with output on
smart devices
Solution to understand data, analyze trends,
forecast and plan to validate assumptions and
drive accurate conclusions by means of ad-hoc
analysis, hypothesis testing, geospatial analysis
and predictive analytics
Improves decision-making — ultimately
expanding markets, improving research
outcomes, ensuring regulatory
compliance, managing risk and
maximizing ROI
PW Sales Kit
W3 Sales kit & QRG
Cognos Disclosure Management
(SaaS + OnPrem)
New – Enablement, Assets &
Community
“Enterprise” disclosure management solution that
automates any and all narrative and collaborative,
internal and external, reporting processes.
Gain time, gain control and gain
confidence over financial reporting
processes
PW QRG
PW Sales Kit
W3 Sales Kit & QRGl
Social Media Analytics (SaaS) Application that enables marketing professionals
to be more agile &responsive to customers.
Facilitates organizations to measure social media
across Sales, Supply Chain & Customer Service.
Drives deeper customer relationships and
more cost-effectively informs & improves
customer processes to optimize their
brand’s performance & grow.
PW QRG
PW Sales Kit
http://W3 Sales Kit & QRG
SPSS Modeler Provides a range of advanced algorithms and
capabilities including text analytics, entity
analytics, social network analysis & automated
modeling to address a multitude of business
problems and analytic requirements on almost
any type of data.
Enables organizations to improve
business processes and help people or
systems consistently make the right
decisions by delivering recommended
actions at the point of impact.
PW customer presentation
Cognos Insight Provides the most versatile analytic
capabilities with greater simplicity. Cognos
Insight empowers all users to independently
explore data, build scenario models and
share Insights without IT assistance.
Simpler, easier to use, and faster
approach to creating interactive,
compelling analytic experiences and
data discovery without complex
scripting or programming.
PW QRG
External links
provide
additional offers
PW & Internal links
provide additional
assets & positioning

5. © 2013 IBM Corporation
Forward Looking BI - Great Message for Midmarket

6. © 2013 IBM Corporation
With business intelligence and predictive analytics from IBM, transform data into useful
insights. Help make confident decisions and improve operational efficiencies with historic,
current and predictive views of your business.
Predictive analytics enhances the value of deploying BI reports, dashboards
and scorecard capabilities across the enterprise with visibility into your
businesses past, present and future
Leverage data: Analyze
information in any
volume, combination
and complexity
Provide insights: Use a
trusted platform for
delivering forward looking
business information
Make confident
decisions: Complete
visibility into your
business with
predictive analytics
Outperform expectations:
Transform your business
from a reactive operation to
a proactive market leader

7. © 2013 IBM Corporation
Making Noise in the Market – MM Big Data & Analytics Team
Advertising
Social Media
 Country specific conversation calendars
 Influencers/bloggers
7 May 8, 2013
Midmarket Big Data &
Analytics
Print, on-line, awareness
landing page
Predictive Analytics for Midmarket
Radio, on-line, awareness landing page
Reference-based infographics.
Featuring two unrelated midsize
companies that share a common
thread of solving a business need
using IBM technologyBusiness Partner Video
• IBM Business Partners with expertise in Big
Data and Analytics solutions
 Leverage tweetsheets/Newsletters for social content:
 BP tipsheets
 BP (BP Newsletter)
Contact Crisha Mulchan for MMPF Assets/Campaign materials

8. © 2013 IBM Corporation
Don’t build your plan alone - get help from IBM
Get ready
 Visit the Software Group Marketing page on
PartnerWorld
 Determine focus and entry-point solutions
 Use a PartnerPlan template
Do research
 Get market insights & competitive information
Get help
 Consult with your VAD or Marketing Agency
 Work with your Co-marketing lead or Business
Analytics Marketing Manager
 Listen to the replay of the IBM March 6
webcast: Building your marketing plan

9. Objective Grow Revenue by $200K Industry Retail
Target Audience & Customer Need
Key Message
CMO, Marketing Directors
Using customer data to
determine/understand what
customers want.
Specific Customer Need: Predict
which customers are at risk of
leaving and retain them
IBM Software Capability: Market
Growth Category
Analytics (Customer Analytics)
Start conversation Make case Meet Experts Sales Handoff
Buyer Journey Learn Solve Compare Purchase
Information need Problems the industry is
focused on. Thought leadership
Looking for Solution that
address specific Pain point
Start to compare features &
functions
Serious about moving forward &
talk to an expert
What format Social media Conversation
about problem areas, Success
stories, Case Studies
White Papers, Cases Studies Guided tours of products,
Online demos. Opportunities to
meet with the experts
Client References
How Interaction Online communities, Blogs, web
site, Telemarketing to target
industry, audience list .
Spending Categories:
Advertising. Direct Marketing
(purchase list) Social Media to
generate demand. Digital
Marketing, TeleMarketing
Presented by a Speaker at
Webinars, Educational videos,
on Web Site or Face to Face
events. Spending Categories:
Digital Marketing, Customer
Conference or Marketing
Seminar, Trade Shows (IBM
Led, Third Party Trade Shows)
Series of small focused face to
face Marketing Seminars
designed around topics,
Customer Conferences with
Subject Matter Experts.
Spending Category: Digital
Marketing, Customer
Conference or Marketing
Seminar, Trade Shows (IBM
Led, Third Party Trade Shows)
Focused marketing seminar
meet the expert with Sales team
in attendance. Spending
Category: Customer
Conference or Marketing
Seminar
Example of completed Marketing Plan
Time period – 2014 (12 months)

10. Calendar of Important dates – look at Big Blue planner
Jan Feb March April May June
IBM Marketing Vision
Learn
Solve
Compare
Purchase
July August Sept Oct Nov Dec
IBM Marketing Insight (Las
Vegas)
Learn
Solve
Compare
Purchase

11. © 2014 IBM Corporation
New business
Events
May June July/Aug
Digital (inc.
webinars)
Sept
BA Live
-24 Sept.
London
-(BI & Predictive)
BA Showcase
- 8 July London
- July, Manchester
POT
– 16 May,
Dynamic
Cubes
POT
– 25 June,
TM1
__________________________________________________________________________________________________________________________________________________
Progression
Events
FPM
Executive Briefing,
London x2
BI Performance Mgmt. Predictive (Enterprise)
Finance Forum
11 June,
London
POT –
- 7 May,
Predictive
POT –
Predictive
Telemarketing 1. Cross BA portfolio & by solution pillars +++++++++++++++++++++++++++++++++++++++++++++++++>
2. Risk: Algo (Buy-side) +++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++>
Customer
References/PR Cross BA portfolio +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>
FPM, BI, Customer Analytics ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>
Risk SPSS Volume
IBM Business Analytics Q2-Q3 marketing activity plan: UK
SPM
Breakfast Briefing,
3 June, London
Insurance
Executive Briefing,
17 June, London
POT
– 9 June,
Visualisation
POT
Visualisation
POT
TM1
POT
Dynamic
Cubes
__________________________________________________________________________________________________________________________________________________
Customer base
campaign (BI)
++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>
SPSS
Customer Day,
London

12. © 2013 IBM Corporation
Leverage BA for Midmarket Asset/Programs
12 May 8, 2013
 Assets/Programs by Audience - IT,
Marketing, Decision Makers, Finance)
– BA MM Portfolio Videos
– Whitepapers
– Programs in a Box
– Hands on Workshop
– And MORE
 Cognos Express Quickstart Guide – Expand BPs Solution Portfolio for “Land and Expand” opportunities
 Forward Looking BI – Great Message for BA Midmarket - net new or existing customers
 Find Q1 Business Partner Guidance for Midmarket deck HERE on PartnerWorld
 Visit the Business Analytics Midmarket PartnerWorld Page
 Visit the Midmarket Program Framework BD&A PartnerWorld Page
NEW

13. © 2013 IBM Corporation13 May 8, 2013
Share your Cognos Express Customer Successes
• On-going program - FREE for Partners & Customers
• Customer gets a flip-cam – to keep!
• Partner and Customer works with IBM agency to record
video in local language
• Protekta video - German with English subtitles
• Always looking for NEW stories to add
• Contact Crisha Mulchan (cmulchan@ca.ibm.com) to get
started today!
Ted’s Montana Grill cuts budget
planning time by 75%
Uponor slashes annual IT costs
by $400,000
JB Poindexter saved $75,000 annually
in hardware costs and increased
productivity by 125%.
Argility reduced budget cycle by 66%
IBM Cognos Express Voice of the Customer Video Case Studies
IBM Midmarket Customers WITH Business Partners are driving big results
Voice of customer link: http://www-
01.ibm.com/software/analytics/cognos/express/success_stories.html

14. © 2013 IBM Corporation
3-touch eNurture Stream
Example of execution of Campaign
Drive-to offer Email
(whitepaper, case study, event)
Sales / call handler
Follow-up
• Opportunity Qualification
• Call Script
• Promotion of Event
• Follow up email
Registration Form Nurturing Web Page
+7 days +7 daysSame day
World Wide Web
•Google Search Results
•IBM.com
•Social Media
Drive-to elements Web nurture environment

15. © 2013 IBM Corporation
Team with IBM to drive demand generation
Worldwide funding for
eligible Business
Partners to drive leads
and win revenue
Funded Tactics
Digital
Marketing
• Webcasts, white papers, case studies, self-running demos, videos
• Social media marketing activities to generate demand
• Search engine optimization designed to improve lead generation
• Pay per click to drive users to registrations or leads (Google
AdWords)
• Website development
• Marketing on mobile devices
Advertising • Print - newspapers, magazines, etc.
• Catalogs, billboards, radio/television
Direct
Marketing
• List of prospects
• Creation, production and distribution costs
Telemarketing • Prospect lists
• Temporary staff costs to conduct telephone campaigns
• Telemarketing vendor fees for orientation and campaign calls
Marketing
Consultation
• Services provided by a reputable, qualified agency to build
marketing plans and campaigns
Tradeshows,
customer
conference,
marketing
seminars
• Eligible exhibitor sponsorship packages
• Registration fees for Business Partner employees as part of
sponsorship packages
• Booth space and furniture/carpeting rental, audiovisual and
computer equipment rental and internet costs
• Signage and booth displays
• Collateral and gifts, including promotional merchandise
• Speakers for Business Partner led events
 50:50 funding match
 Additional funds for
proven results
 Software co-
marketing agency
support
 Supports progression
activities
 Expanded for SaaS
solution demand
generation

16. © 2013 IBM Corporation
Use software co-marketing to progress and close leads
• If you are eligible for software co-marketing, submit your
marketing plan to IBM
• Reference at least 2 validated leads from GPP that you plan
to progress in your Marketing Activity Request (MAR)
• The leads can come from any source
• Passed to you by IBM or your VAD
• Generated through use of co-marketing funds
• Generated through your own marketing activities
• Example progression activities
• Live or virtual events, hands-on workshops, webinars,
and webcasts
• Create videos and post on You Tube, create client case
studies and publish whitepapers followed by a drive-to
campaign
16

17. © 2013 IBM Corporation
Courses offered in these areas:
•SEO: Bolster your organisation’s
online presence
•E-mail Marketing: Alive and thriving
•Digital Marketing
•Social Media Marketing
•Database Marketing
DMA Courses: available now at no charge to Business Partners!
 Free online self-paced
courses to help you become
even better marketers
 Available to all PartnerWorld
members
 Content available in all
countries, though in English
language only
https://www.ibm.com/partnerworld/
page/swg_com_sfw_build-
marketing-expertise

18. © 2013 IBM Corporation
Ensure you and your Business Partners are registered for the
Software Business Partner webcast series
Register here for webcasts and replays
Even if you cannot attend on the date, you can register and access the replay
January 21st Breaking New Ground with IBM Software - replay
February 6th New 2014 Channel Incentives - replay
February 27th SaaS incentives - replay
March 6th Marketing plans and market opportunity - replay
April 10th Social Media / Digital Marketing - replay
May 1st IBM Software One and SVP Small Deals - replay
June 5th Clients demand the right technical skills - Register here

19. © 2013 IBM Corporation
Getting Started with
Social Media
Digital Marketing: Get Social
19
Self-study:
Social Media Boot Camps
Virtual classroom:
Understand the business value
Learn the basics of social
Reference peer successes
No cost 8-week virtual course
Step-by-step training
Access continuing education
Follow #ibmpartners on Twitter
Advanced Social Media
From 2 to 6 one-hour modules
Topics include blogging, going mobile,
social for events and more
Learn how to use and leverage social media in your business

20. © 2013 IBM Corporation20 May 8, 2013
Call to Action
 Submit your Customer Case Studies
 Add Cognos Express to your solution portfolio if you are not currently
using it in your Go To Market
 Leverage Business Analytics assets/Campaigns for Midmarket

21. © 2013 IBM Corporation
UKI Marketing contact
1. Phil Graham
Mobile: 44-07710 820705
Philip_Graham@uk.ibm.com

22. © 2013 IBM Corporation
Backup

23. © 2013 IBM Corporation
Keep Up-to-Date on New Campaigns & Assets
• Make sure you have check the
Business Analytics box to receive
communications in your PartnerWorld
profile. Update your profile:
https://www-
304.ibm.com/partnerworld/wps/servlet
/mem/ContentHandler/pw_com_udp_i
ndex
• Make sure you are on the distribution
list for your IBM Channel Sales and
Marketing Managers
• Get on the distribution list for the BA
Partner Marketing Newsletter, send
email to Sujathats@in.ibm.com