Enterprise Marketing Performance

Global Marketing Platforms

Marketing Automation Training
for Demand Programs Professionals
Tactic execution in Collaborate
MAT 5.0 – December 2014

© 2014 IBM Corporation

MAT Training: Tactic Execution in Collaborate
Table of Contents

Presentation materials...........................................................................................5
Navigating MAT Collaborate ...............................................................................63
Reactive tele (WW Response Tele) ....................................................................77
Reactive internet banner (WW Attract Tactic Registration) .................................87
Response-triggered proactive email (Response Proactive Email) ......................95
Proactive direct mail (Proactive Mail from List) ................................................131
Proactive email (Proactive Email from List) .......................................................143
Proactive tele (Proactive Tele from List)............................................................181
Response-triggered proactive tele (WW Response Tele) .................................189
Nurture stream test emails (Proactive Email from List) .....................................193
Nurture stream set-up (WW eNurture Not Scope) .............................................213
Reactive events (WW Attract Flex Routing) ......................................................219
Customizing MAT Collaborate ...........................................................................229

courses & next steps 3 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 5 of 231 .Enterprise Marketing Performance: Global Marketing Platforms Course focuses on how to set up and execute campaigns in MAT  Course assumes completion of prerequisite education – Marketing Tools Overview – Campaign Design Package Principles – Introduction to MAT – Importance of offers in campaign execution  Course does not cover – Details on information available to LDRs in MAT Leads module – How to review performance of tactics and campaigns – Information on Marketing initiatives that may impact MAT set-up 2 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related resources.0 .

December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 6 of 231 .e. events) Tools depicted are managed by a variety of organizations within Marketing Mix of tools & functions provided can be expected to change over time 5 MAT 5.0 . resources and next steps 4 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Marketing Automation Tool is part of broader Marketing tools suite INTEGRATED PROCESS PLAN EXECUTE C&SP Planning Portal MTP MFR EST CTEBA CTEBA Nomination Invitee GRP AST DEC IWM MAM & MAM Central MANAGE MAT modules Sales Connect Core metrics Sunrise MRP Covario Marketing Automation Tool also known as MAT     CDPM Marketing tool MARS Sales tool Tools utilized by multiple Marketing roles Some tools are used only in specific scenarios (i. asset management.Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related courses.

multi-touch Automates nurture and/or single email tactic(s) to responders follow-up tactics  Handles follow-up for ‘unintended responses’ via tactic codes set up especially for that purpose MAT Executes proactive tactics  Supports proactive direct mail. 3. email or tele tactic execution Executes  Requires target audience list proactive tactics using MDb and/or MAT data  Applies audience governance policies Captures responses  Consolidates data from registration capture systems Captures  Captures ‘unintended responses responses’ via tactic codes set up for that purpose Classifies offers stored in a MAT Offer Library 7 MAT 5. MARS for campaign & program results 6 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms MAT optimizes campaign execution Presents offers dynamically  DeliversEnables offers on IBM web pages based on visitor offers preferences and customized decision rules Automates follow-up tactics  Automates delivery of predefined follow-up tele.0 .Enterprise Marketing Performance: Global Marketing Platforms MAT integrates with sales and other marketing systems EST CDPM MARS Registration capture 1 6 IWM GRP MAT 4 5 SalesConnect CRM Siebel 2 AST 3 Other: MAT File Import Tool MDb 1. Event Import Tool) MAT sends tactic code data to EST for inclusion in event marketing briefs MAT receives data from registration capture systems to record responses and initiate follow-up MAT pulls audience data from the MDb for proactive tactics and in support of LDR calls MAT passes data to sales management systems for opportunity management MAT shares data with MDb for recording and data analysis MAT sends data to CDPM for tactic & campaign performance. 6.December 2014 Generates tactic codes for execution and reporting MAT Training for Demand Programs Professionals © 2014 IBM Corporation Page 7 of 231 . (& DEC. 5. 2. 4.

0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 8 of 231 . resources and next steps 9 MAT 5.Enterprise Marketing Performance: Global Marketing Platforms Six MAT modules work together to deliver marketing campaigns to market and share information about clients’ interests and behaviors  Executes proactive tactics  Captures responses  Automates follow-up  Executes proactive tactics (tele)  Automates follow-up (tele) Leads Collaborate eMessage Campaign  Executes proactive tactics  Executes proactive tactics  Automates follow-up  Presents web offers dynamically  Classifies offers  Generates tactic codes Marketing Operations Interact  Presents web offers dynamically 8 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related courses.

December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 9 of 231 .0 .Enterprise Marketing Performance: Global Marketing Platforms MAT Campaign & Collaborate comprise multiple entities MAT Campaign MAT Collaborate Form On-demand Campaign using list On-demand Campaign using response history Campaign Summary List Template On-demand Campaign “attract tactic” Flowchart List Offer 10 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms MAT Campaign stores campaign summaries and flowcharts MATCampaign Campaign MAT MAT Campaign MAT term  A Campaign Summary is defined at the country & Campaign ID levels in Campaign  Campaign ID equates to MPID for BATgenerated tactic codes and first five (5) positions of MAT-generated tactic codes  Campaign Summary inherits campaign descriptive data from MAT Marketing Operations  The flowcharts which support audience selection for the tactics in a campaign are associated to the Campaign Summary for that campaign  Stored in folders organized by IMT & program Flowchart  Flowcharts store the logic required to select contacts from the MDb and/or MAT response history to create a list  Flowcharts can be run manually or scheduled  Flowcharts can be used to execute a tactic from within MAT Campaign Campaign Summary Flowchart\ Description Campaign Summary 11 MAT 5.

December 2014 On-demand Campaign © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 10 of 231 . not in the MDb On-demand Campaign using list List Template using response history On-demand Campaign “attract tactic” List Offer 13 MAT 5.0 .Enterprise Marketing Performance: Global Marketing Platforms A MAT Campaign flowchart is made up of multiple process boxes that define and segment target audiences Flowchart content  Select audience  Apply suppression/permission  Apply exclusions Logic in Main Audience box: 12 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms MAT Collaborate receives target audience list data from Campaign MAT term Form Description MAT Collaborate  Forms are automatically created when a flowchart in MAT Campaign is published to MAT Collaborate  Forms are used to create list templates Form List Template List  List templates are used to create lists  List templates may include user variables (prompts) which support the creation of multiple lists from the same list template  A List is a group of contacts gathered based on a predefined set of characteristics  Lists associated with an Ondemand Campaign specify contacts who will be targeted by that tactic  Lists generated are stored in MAT proper.

WW campaign or program On-demand Campaign using response history On-demand Campaign “attract tactic” List Offer 14 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Nine ONDCs support common execution scenarios Tactic type / Interaction method Proactive Direct Mail <geo> Proactive Mail from List Electronic <geo> Proactive Email from List Electronic Nurture Response-triggered Proactive In-scope Response-triggered Proactive Not Scope <geo> Response Proactive Email <geo> Response Proactive Email WW eNurture In Scope WW eNurture Not Scope <geo> Proactive Tele from List WW Response Tele WW Response Tele Executed from MAT Campaign (not Collaborate template) WW Response Tele WW Attract Tactic Registration WW Attract Flex Routing Web-based 15 MAT 5.December 2014 Reactive WW Attract Tactic Registration WW Attract Flex Routing Event Tele QRG © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 11 of 231 .0 . follow-up or attract intent  One ONDC per tactic code & country  Audiences for an ONDC may be based on a pre-defined list or response history  All tactics executed through or gathering responses in MAT must be registered & activated using an ONDC MAT Collaborate On-demand Campaign Form using list List Template  An offer is a call to action or proposition presented to the tactic’s audience  At least one offer required for all tactics  Offers can be shared across more than one tactic.Enterprise Marketing Performance: Global Marketing Platforms MAT Collaborate provides On-demand Campaigns to execute tactics MAT term On-demand Campaign (ONDC) Also known as ‘Collaborate Shared Template’ Offer Description  Defined as a series of screens intended to guide the user through tactic registration & activation  Supports tactics with proactive.

contact the Marketing Systems support desk Response history • Data table which records data such as name. contact the Marketing Systems support desk 17 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 12 of 231 .0 .Enterprise Marketing Performance: Global Marketing Platforms Collaborate Shared Templates can be global or regional in nature All Geos  WW Attract Flex Routing  WW Attract Tactic Registration  WW Response Tele  WW eNurture In Scope  WW eNurture Not Scope Geo-specific (aligned by MDb)  Proactive Email from List  Proactive Mail from List  Proactive Tele from List  Response Proactive Email 16 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms MAT system tables store information on clients targeted with a tactic and/or responding to a tactic Contact history • Data table which records all tactics delivered to a contact from MAT • CONT_CH_V houses contact history data for prior three months • CONT_CH_V_12MO houses contact history data from prior twelve months • Content of MAT contact history table is fed to CRM Siebel & Marketing Database (MDb) • If prior three months’ data is sufficient for your purposes. contact details and offer(s) accepted when a contact completes a registration form on IWM or GRP • Data table also records registration data uploaded from third-party providers • CONT_RHIST houses response history from prior twelve months • Content of MAT response history table is fed to CRM Siebel & MDb • Response history data older than 12 months has been archived • To access archived data. using CONT_CH_V will be more efficient than querying the larger data table • Contact history data older than 12 months has been archived • To access archived data.

resources and next steps 18 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Campaign design package drives successful campaign execution Campaign map with tactics. tactic codes & offers presented Tele resource organization enablement package for tele tactics Target audience definition for proactive tactics Creative for direct mail & email tactics Campaign Design Package provides critical inputs to MAT execution Scenariospecific elements for web-based tactics Event resource kits for event tactics Offer details for campaignspecific offers 19 MAT 5.Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related courses.December 2014 Mailing information details for direct mail & email tactics © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 13 of 231 .0 .

December 2014 Any Touch © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 14 of 231 .Enterprise Marketing Performance: Global Marketing Platforms Campaign map is a visual depiction of a campaign’s design  Created by Demand Programs Professional  Campaign map depicts planned tactics for a stated period of time. the tactics are linked together as shown on the campaign map  MAT knows what tactic to deliver and when based on the linkages depicted 20 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Example final campaign map supports campaign execution 3Q 2014 R037 – Social Business / SB Optimize Your Work Experience with Social/ SB1. Some may have entered the market in a prior quarter & still be active. SB2 R037002W Google search R037003W Twitter Presence Paid search (W) Reactive Social media (W) Reactive BR_MTS overview IWM IWM BR_MTS overview SB_Follow-up Call (call me) Third-party R037001W Google banner Banner advertising (W) Reactive SB_Follow-up Call (call me) In-scope follow-up Campaign owner: Maxine Gillett/UK/IBM BR_MTS overview SB_Follow-up Call (call me) R037036T Tele to attendees Post-event call to attendees (T) Response-triggered Proactive R037001T Call to web responders SB_Meeting with Sales Call request fulfillment (T) Reactive Audience List R037015E ‘Thank you for attending’ email SB_Call Request Fulfillment Single follow-up email (E) Response-triggered Proactive R037001E Event Invitation Email R037003M One day IBM event SB_Event Materials Face-to-face event (M) Reactive SB_Event Registration GRP GRP Event invitation (E) Proactive R037016E ‘Sorry you’ve missed’ email SB_Event Breakout Sessions Single follow-up email (E) Response-triggered Proactive SB_Event Demonstrations/ Exhibits SB_Event Materials Non-responders Audience List R037003E Focus nurture touch 1 R037004E Focus nurture touch 2 R037005E Focus nurture touch 3 R037017T Call to nurture responders Nurture email series (E) Response-triggered Proactive Nurture email series (E) Response-triggered Proactive Nurture email series (E) Response-triggered Proactive Response follow-up (T) Response-triggered Proactive OD_Interactive flash SB_Meeting with Sales CS_Metlife Ltd 24 hours AR_IDC vendor profile Touch 1 + 7 days IWM WP_Business resilience & risk IWM IWM Unsolicited email (E) Proactive IWM R037002E Second-chance email Touch 2 + 7 days 21 MAT 5.0 . Others may be new this quarter. Ongoing campaign may span multiple campaign maps  Campaign map supports Tactic set-up & generation Tactic execution Improved response follow-up Trusted source for tactic execution activities in MAT Trusted source for tactic set-up & tactic code generation in MAT Accelerates response follow-up and supports sophisticated nurturing scenarios Enhanced collaboration Facilitates communication between stakeholders and supports vendor partner collaboration  Campaign map depicts how tactics in a campaign align with one another  In MAT.

Event. Sales Channel.0 . Single follow-up email is response-triggered proactive  Tele example: Contact Discovery is proactive. Inside Sales. Tele & Web-based tactics Tactic type values  Categorizes the tactic based upon the motivation for its delivery to the audience  Proactive: Content delivered according to the campaign design. Electronic. Event. Web-based  Multiple values for Electronic. Call request fulfillment is reactive  Interaction method and tactic type combination determines Collaborate Shared Template to complete in MAT 23 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 15 of 231 . Direct Mail. audience did not ask for the content  Response-triggered Proactive: Content delivered according to the campaign design. Tele.Enterprise Marketing Performance: Global Marketing Platforms Executing campaigns requires knowledge of campaign design concepts Tactic Name Designation Nurture Stream Considerations Interaction Method Values Registration Capture Systems Available Tactic Type Designation CampaignSpecific Offers & Generic Offer Types 22 Interaction Method & Tactic Type Alignment Audience Governance Implications © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Interaction Method and Tactic Type designation on campaign map facilitates execution Interaction method values  Designates how the message will be delivered into the marketplace  Reflected in the tactic code format and dictates the tactic type value  Divided into nine sets: Advertising. Response follow-up is response-triggered proactive. Public Relations. delivery prompted by response to a prior tactic in the campaign  Reactive: Content delivered only when requested by the audience or when a specific action taken by the audience Interaction method & tactic type alignment  Appropriate tactic type designation automatically computed based on interaction method value selected  Electronic example: Event invitation is proactive.

direct mail.Email tactics delivered within 3-15 days .Enterprise Marketing Performance: Global Marketing Platforms Nurture streams can be process-driven or client-driven Nurture Stream Considerations  Process-driven nurture – three-touch nurture – delivers a series of three follow-up email tactics within a defined time period  Client-driven nurture – custom nurture – continues interactions with clients based on their interests and needs  Nurture stream delivery is based on contact’s response to prior tactic  Designated as Response-triggered Proactive Tactic Type  Designated as Nurture email series Interaction Method value  Three-touch nurture considerations .Client stays in nurture stream by exhibiting positive behaviours .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 16 of 231 .0 . public relations tactics Event enrollment/registration tools (GRP & AST)  Event enrollment & attendance recording for IBM-led events  Virtual Event Center (VEC) feeds data from IBM-led virtual events to GRP  Third-party event registration data uploaded via Event Import Tool to GRP feeds to EST & MAT Third-party registration capture  Registration capture managed outside IBM  Data provided to IBM by the third-party organization  Examples: web-based tactics such as social media & content syndication  Registration capture system not shown on tele tactics – call outcome captured in MAT Leads 25 MAT 5.Business rules and nurture steam design determine next best offer presented 24 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Campaign map depicts registration capture systems IBM Web Membership (IWM) Registration Capture Systems Available  Web-based contact registration capture  Can imbed links to IWM form in web-based & email tactics  Can publish URL for IWM form on advertising.Follow-up tele to nurture steam responders either after any touch or last touch  Custom nurture considerations .

0 .podcast / flash archived (WA) White paper (WP) Widget Download (WD) Generic offer types Event-related generic offers Event Breakout Sessions (EK) Event Briefings/ 1:1 Meetings (EM) Event Demonstrations/ Exhibits (ED) Event Hospitality/Networking (EH) Event Hosted Tours (ET) Event Materials (EV) Event Registration (ER) Event Speakers (ES) Virtual Conference or Event (VE) Tele-related generic offers Call Request Fulfillment (CR) Follow-up Call (FC) Meeting with Sales (MT) 27 MAT 5. email & ‘attract’ tactics can present multiple offers  Tele tactics are limited to one offer Special rules for organic web tactics Since they present so many offers & the offer mix changes frequently.and tele-related tactics only Included on campaign map and registered in MAT  Offer set-up in MAT required for campaign execution  Direct mail.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 17 of 231 . brochure. generic offers Each offer is either a campaign-specific offer or a generic offer: Offer  Campaign-specific relates to an individual asset (example: Ricoh customer case study)  Generic used for event. specify one offer on organic web tactics 26 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Each offer is categorized by offer type Campaign-specific offer types Analyst Research (AR) Article (AT) Assessment (AS) Audio only recording – MP3 – other (AO) Book (BK) Brochure (BR) CD ROM (CD) Catalog (CT) Client Reference Guide (CG) Customer Case Study (CS) Data Sheet (DS) eBook (EX) Executive Brief (EB) Flyer (FL) Incentive (IN) Infographic (IG) Information Kit (IK) Interactive Online Tool (OT) Magazine (MA) Newsletter (NL) Online Demo (OD) Performance Benchmark (PB) Podcast – downloadable to smart devices (PS) Poster (PT) Resource Center (RC) Screensaver (SS) ServicesTrial (ST) Software Download (SD) Solution Brief (SB) Solution or Product Guide (SP) Survey (SY) Training Course (TC) Video (VD) Web seminar – live (WL) Web seminar .Enterprise Marketing Performance: Global Marketing Platforms Offer selection underpins successful tactic execution Single call to action presented by a tactic CampaignSpecific Offers & Generic Offer Types A single offer can be presented on multiple tactics (example: a whitepaper can be promoted both on an IBM webpage and via social media) Categorized by offer type Examples: White paper. event registration. follow-up call Campaign-specific vs.

keyword list. offers & lead validation criteria  Defined success criteria & metrics 29 MAT 5. onsite & post-event use  Strategy & agency statement of requirements for content syndication  Strategy. topranking IBM sites & external domains for paid search  Set up offer version code in registration capture systems  Tele organization selection generally a local decision  Forecasted call volume by tactic code and country  Call guide: call objective. buyer’s journey stage. test email.0 . salutation. seed lists. messaging. delivery & reminders  DM: mail house.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 18 of 231 .Enterprise Marketing Performance: Global Marketing Platforms Understanding audience governance is critical to campaign map design  IBM’s ability to deliver marketing messages is governed by a mix of country-specific legal restrictions & corporate policies Audience Governance Implications Permission/ Suppression ‘Scope of Transaction’ Rules that ensure adherence to country data privacy laws and require IBM to manage marketing message delivery based on an account or client’s willingness to receive (permission) or desire to avoid (suppression) marketing messages Corporate policy which permits delivery of a single follow-up tactic to a contact marked for suppression under specific circumstances Touch monitoring Local policies that control the interval between and number of proactive tactics which can be delivered to a contact in a designated period of time 28 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Critical inputs to MAT execution: Campaign design package Campaign map Depicts the following  Framework program  Campaign name  Group value  Quarter & year timeframe  Campaign owner Notes ID  Chronological tactic flow  Tactic codes & names  Interaction method values  Tactic type  Offers presented  Registration capture systems  Target audience lists  In-scope follow-up label  Tactics for non-responders  Nurture delivery intervals & follow-up tele approach Target audience definition Mailing information details Creative for email & direct mail tactics  Describes (in words) target audience for each proactive tactic  Designates accounts & contacts to include/exclude  Basis for target audience selection from the MDb & MAT data tables  Sent from display name & subject line may be predefined by WW team  Other mailing information details determined locally  Email: reply-to email.zip file  Direct mail: Print-ready copy & graphics  Content may be predefined for WW campaigns  Content must comply with creative standards & file standards for MAT upload Campaign-specific offer details Scenario-specific Tele resource elements for web-based organization enablement tactics for tele tactics  Designate offer version name & code. tactic usage Event resource kits for event tactics  Assets for pre-event. PO box  Email: HTML and/or txt format in . offer type.

Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related courses. other MAT modules. Europe) Functions & scenarios illustrated are not USspecific – they are relevant worldwide Implemented globally (few exceptions in some IMTs) Not linked to other MAT modules or marketing systems Links to EST. Collaborate and Unica Specialist MAT training courses Day to day working environment used to execute tactics Sign on with student ID and password Sign on with IBM intranet ID & password Contains limited database of contacts in five US states (no live link to MDb) Links to region-specific MDb instance (Americas. other MAT modules Feeds data to MDb.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 19 of 231 . resources and next steps 30 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Separate MAT environments provide unique functions Training environment (TRAIN) Production environment (PROD) I/T environment used for Basic and Intermediate Campaign. MDb. Asia-Pacific. reporting tools and sales management systems Screen layouts & selectable data values comparable to PROD 31 MAT 5.

Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercise: MAT sign-in & navigation          Hands-on Sign-in process Sidebar navigator Home screen components Add & Explore links Navigation tools – Actions menu – Warning icons – Options menu – Online help Screen menu bar icons Look for/Find functions Tabs & icons Logout 32 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related courses.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 20 of 231 .0 . resources and next steps 33 MAT 5.

December 2014 Attendees & no-shows receive post event follow-up via email. Web-based – Collectively. campaign. tactic code format. campaign. Electronic. Event. response-triggered proactive & reactive tactics  Contains a variety of tactic interaction methods – Tele. interaction method values Does NOT reflect execution changes as a result of Data-Driven Marketing services  Acknowledges prerequisite tasks outside MAT  Includes a mix of proactive. responds to email Receives confirmation call prior to event Attends event Attendees receive followup call MAT Training for Demand Programs Professionals Receives follow-up call © 2014 IBM Corporation Page 21 of 231 . these five vehicles represent 94% of tactics delivered globally Training platform will reflect current program. requests IBM call Receives call from LDR Receives call from LDR Receives follow-up email Registers for event Receives tactics to register for Statespecific event 35 MAT 5.0 . Direct Mail. but a realistic example of one Used to demonstrate iterative campaign mapping Reflects 2013 program. interaction method values after v9 upgrade 34 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms A training campaign conveys a typical client experience featuring multiple touch points Clicks on Google banner Receives information via post Completes IWM registration form and requests IBM call Accepts offer on website by completing IWM registration form.Enterprise Marketing Performance: Global Marketing Platforms A training campaign is designed to illustrate specific MAT capabilities     Not an actual campaign. tactic code format.

Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT04E Invitation email Electronic + Invitation to Event Proactive 101UT05T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas .Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT06E Invitation email Electronic + Invitation to Event Proactive 101UT07T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver .SB Exceptional Work Experience 2Q13 101UT01D Peak Mailing Direct Mail + Dimensional Package Proactive 101UT01W Google banner Web-based + Internet Banner Reactive SB_Follow-up_Call (call me) IWM SB_Follow-up_Call (call me) 101UT01E Peak Performance Update Electronic + Single follow-up e-Mail Response-triggered proactive BR_Brochure IWM IWM IK_Information_Kit Campaign owner: Maxine Gillett/UK/IBM 101UT01T Tele to banner CALL ME requests Tele + Call Requested on W-Code Response Reactive 101UT02T Tele to Peak Mailing CALL ME requests Tele + Call Requested on DCode Response Reactive SB_Call_Request_Fulfillment SB_Call _Request_Fulfillment MAT Campaign + MAT Collaborate MAT Collaborate IK_Information_Kit WP_White_Paper In-scope follow-up tactic 36 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign – page 2 of 2 Social Business .Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign – page 1 of 2 Social Business .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Registration New York NY Miami FL Dallas TX Phoenix AZ GRP Denver CO * Attendees & No-shows 37 MAT 5.Event Event + Seminar Reactive 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT03E Invitation email Electronic + Invitation to Event Proactive 101UT04T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .0 .December 2014 IWM All Locations* SB_Event_Registration SB_Event_Breakout Sessions SB_Event Demonstrations SB_Meeting with Sales 101UT07E Post-event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post-event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post-event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study SB_Meeting with Sales MAT Training for Demand Programs Professionals © 2014 IBM Corporation Page 22 of 231 .Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT05E Invitation email Electronic + Invitation to Event Proactive 101UT06T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix . 2Q13 101UT02E Invitation email Electronic + Invitation to Event Proactive 101UT03T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York .SB Exceptional Work Experience.

SB Exceptional Work Experience 2 101UT01W Google banner Web-based + Internet Banner Reactive IWM IK_Information_Kit INTERNET BANNER & FOLLOW-UP 1. but they could be included in the target audience for the event invitation In-scope follow-up tactic SB_Call_Request_Fulfillment Collaborate shared template List + Collaborate shared template 39 MAT 5. then nurture stream – Follow-up tactic. Reactive Internet Banner SB_Follow-up_Call (call me) 1 101UT01T Tele to banner CALL ME requests Tele + Call Requested on W-Code Response Reactive No response-triggered follow-up to Internet Banner responders who requested only the information kit. then attract tactic using that follow-up  Designate one/more offers on all tactics Follow-up tactics must be registered in MAT before registering proactive or attract tactics using that follow-up 38 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign (partial) Social Business . then proactive tactic using that follow-up – Follow-up tactic. Reactive follow-up tele to Google banner responders who accept “call me” offer 2.0 .Enterprise Marketing Performance: Global Marketing Platforms Maximize efficiency by registering tactics in MAT in a specific order  Campaign design depicts tactics in chronological order  Register each collection of related tactics in MAT – Follow-up tele to nurture stream responders.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 23 of 231 .

Proactive Direct Mail WP_White_Paper In-scope follow-up tactic Collaborate shared template SB_Call _Request_Fulfillment List + Collaborate shared template 40 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign (partial) Social Business . In-scope response-triggered proactive follow-up email to all direct mail responders 3. Reactive follow-up tele to direct mail responders who accept “call me” offer 2.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 24 of 231 . Proactive email invitations 2.0 .SB Exceptional Work Experience 3 DIRECT MAIL & FOLLOW-UP 101UT01D Peak Mailing Direct Mail + Dimensional Package Proactive 2 IWM BR_Brochure SB_Follow-up_Call (call me) 101UT01E Peak Performance Update Electronic + Single follow-up e-Mail Response-triggered proactive 1 IWM IK_Information_Kit 101UT02T Tele to Peak Mailing CALL ME requests Tele + Call Requested on DCode Response Reactive 1.Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign (partial) Social Business . Proactive tele booster calls In-scope follow-up tactic SB_Event_Registration SB_Event_Registration Collaborate shared template List + Collaborate shared template 41 MAT 5.SB Exceptional Work Experience 1 New York NY Miami FL Dallas TX Phoenix AZ GRP Denver CO 2 101UT02E Invitation email Electronic + Invitation to Event Proactive 101UT03T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT03E Invitation email Electronic + Invitation to Event Proactive 101UT04T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT04E Invitation email Electronic + Invitation to Event Proactive 101UT05T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT05E Invitation email Electronic + Invitation to Event Proactive 101UT06T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT06E Invitation email Electronic + Invitation to Event Proactive 101UT07T Booster tele Tele + Pre-event Registration/Confirmation Proactive DRIVE TO EVENT 1.

In-scope response-triggered proactive confirmation tele to all event registrants 4.SB Exceptional Work Experience New York NY EVENTS & SURROUND TACTICS 1.Event Event + Seminar Reactive 1 101UT07E Post event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms MAT naming convention helps users to easily identify their work Campaign Summary  CampaignID_CampaignName  101UT_PeakPerformance (BAT-generated) or R0010_ILSmarterCities (MAT-generated) Flowcharts & Forms  Scope_Programshortname_CampaignID_FlowchartNum_FlowchartDesc  US_SB_101UT_PeakPerformance_FC1_PeakMailing List Templates  Scope_Programshortname_CampaignID_TemplateDesc  US_SB_101UT_101UT01E  US_SB_101UT_Invitations Lists  Scope_Programshortname_TacticID_TacticName In training.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 25 of 231 .0 .Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix . Reactive event as attract tactic Miami FL Dallas TX Phoenix AZ GRP Denver CO 3 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 5 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami . users  US_SB_101UT03T_BoosterCallNYC preface their entries On-demand Campaigns with their initials. In-scope response-triggered proactive tele to all nurture stream responders 2.Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign (partial) Social Business .Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver . 43 MAT 5. In-scope response-triggered proactive tele to all event attendees 5.Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Breakout_Sessions SB_Event_Demonstrations SB_Meeting with Sales 2 42 IWM All locations 4 101UT01M New York .Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas .  Scope_Programshortname_TacticID_TacticName  US_SB_101UT03T_BoosterCallNYC Nurture Streams  Scope_Programshortname_StreamName  US_SB_PostEventNurture Do NOT use initials in your entry names in MAT Production. Not-scope three-touch nurture stream to all event attendees 3.

Enterprise Marketing Performance: Global Marketing Platforms A special naming convention exists to support multi-country execution  Most MAT naming conventions incorporate scope in the MAT entry’s name – Represents the geographic scope of the tactic’s execution – Generally refers to the country in which the tactic is executing – Use two-character ISO-standard country code  Naming convention allows for a broader statement of scope for teams for whom MAT has been programmed to support execution across multiple countries from a single MAT entry Multi-country execution On-demand Campaign scope US & Canada “NA” Australia & New Zealand “ANZ” Belgium & Luxembourg “BNL” UK & Ireland “GB”  MAT entries for any single-country tactic execution within North America. ANZ.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 26 of 231 . Benelux or UKI should use the two-character country code in the scope 44 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 45 MAT 5.

Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 46 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business .0 . but they can be included in the target audience for the event invitation. Reactive tele to Google banner responders who request “Call me” 2.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 27 of 231 . In-scope follow-up tactic Collaborate shared template SB_Call_Request_Fulfillment List + Collaborate shared template 47 MAT 5. Reactive Internet Banner SB_Follow-up_Call (call me) 1 101UT01T Tele to banner CALL ME requests Tele + Call Requested on W-Code Response Reactive No response-triggered follow-up planned to internet banner responders who requested only the information kit.SB Exceptional Work Experience 2 101UT01W Google banner Web-based + Internet Banner Reactive IWM IK_Information_Kit INTERNET BANNER & FOLLOW-UP 1.

December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 28 of 231 . MAT delivers contact records to Leads when responses to prior/source tactic come in 49 MAT 5. all contacts are included – In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of transaction' guidelines – Not-scope response-triggered proactive: All applicable audience governance rules are applied      Enables use of single follow-up tele for multiple tactics in the campaign Permits execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions) Designate one offer to be presented in the call Can designate nurture stream for responders T-coded contact records routed to designated tele resource organization – Routing rules in Leads determine allocation to individual LDRs – Calls executed from Leads module  Activation does not trigger immediate delivery of follow-up tele.Enterprise Marketing Performance: Global Marketing Platforms Reactive Tele 101UT01T Outside Collaborate  Tele + Call Requested on W-code Response  Reactive tactic type  Generate tactic code  Identify tele resource organization  Brief tele resource organization 101UT01T Tele to banner CALL ME requests Tele + Call Requested on W-Code Response Reactive SB_Call_Request_Fulfillment In Collaborate  “Add an On-demand Campaign”  “WW Response Tele” shared template  Designate country & campaign  Designate tactic scope as reactive  Designate tactic code & offers  Activate tactic (pending incoming responses)  Responses trigger transfer to Leads  LDR sees 101UT01W as source in Leads  LDR can override tele suppression for reactive follow-up tele 48 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG WW Response Tele: Vehicle-specific considerations   Does not require a list – Designed to deliver T-code based on response to prior tactic Single template supports three delivery scenarios for follow-up tele – Reactive: Account/contact-level suppressions & touch monitoring bypassed.0 .

but they can be included in the target audience for the event invitation.0 . Reactive tele to Google banner responders who accept “Call me” offer 2. Reactive Internet Banner SB_Follow-up_Call (call me) 1 101UT01T Tele to banner CALL ME requests Tele + Call Requested on W-Code Response Reactive No response-triggered follow-up planned to internet banner responders who requested only the information kit. In-scope follow-up tactic SB_Call_Request_Fulfillment Collaborate shared template List + Collaborate shared template 51 MAT 5.SB Exceptional Work Experience 2 101UT01W Google banner Web-based + Internet Banner Reactive IWM IK_Information_Kit INTERNET BANNER & FOLLOW-UP 1.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 29 of 231 .Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 50 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business .

December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 30 of 231 .0 .Enterprise Marketing Performance: Global Marketing Platforms Internet banner “attract” tactic 101UT01W 101UT01W Google banner Web-based + Internet Banner Reactive IK_Information Kit In Collaborate  “Add an On-demand Campaign”  “WW Attract Tactic Registration” shared template  Designate country & campaign  Select tactic code & offers  Specify follow-up tele to “Call me” responders  Activate tactic (pending incoming responses) SB_Follow-up Call (call me) 52 Captured in IWM Outside Collaborate  Web-based + Internet Banner  Reactive tactic type  Generate tactic code  Coordinate banner creative  Set up IWM form for response capture © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG WW Attract Tactic Registration: Vehicle-specific considerations     Supports reactive “attract” tactics Activation ensures attract tactic’s responses are captured in MAT Specify tactic code & offers presented Designate same follow-up tele to all responders – Leave default “None” if no tele follow-up to responders is planned – Select a T-code to designate follow-up tele tactic to be delivered to responders – Selected T-code must already be registered/activated in MAT       Designate if follow-up tele is to call requests only or all responders Designate tele resource organization Can designate nurture stream to all responders Can designate follow-up tele to nurture responders Activate Collaborate entry pending incoming responses Response follow-up limited to follow-up tele & nurture stream – Use geo Response Proactive Email template to trigger email to responders 53 MAT 5.

SB Exceptional Work Experience DIRECT MAIL & FOLLOW-UP 3 101UT01D “Peak Mailing” Direct Mail + Dimensional Package Proactive 2 IWM BR_Brochure 101UT01E Peak Performance Update Electronic + Single follow-up e-Mail Response-triggered proactive 1 101UT02T Tele to Peak Mailing CALL ME requests Tele + Call Requested on DCode Response Reactive IWM SB_Follow-up Call (call me) 1. Proactive Direct Mail IK_Information_Kit WP_White_Paper In-scope follow-up tactic Collaborate shared template SB_Call_Request_Fulfillment List + Collaborate shared template 55 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 31 of 231 .0 .Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 54 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business . Reactive tele to direct mail responders who accept “Call me” offer 2. In-scope response-triggered proactive follow-up email to all direct mail responders 3.

Proactive Direct Mail 1 101UT02T Tele to Peak Mailing CALL ME requests Tele + Call requested on DCode Response Reactive IWM IK_Information_Kit WP_White_Paper In-scope follow-up tactic Collaborate shared template SB_Call_Request_Fulfillment List + Collaborate shared template 57 MAT 5.0 . In-scope response-triggered proactive follow-up email to all direct mail responders 3.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 32 of 231 . Reactive tele to direct mail responders who accept “Call me” offer 2.  Responses trigger transfer to Leads  LDR sees source tactic code in Leads  LDR can override tele suppression for reactive follow-up tele 56 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business . Ondemand Campaign entry has already been created for 101UT02T. In the interest of time.Enterprise Marketing Performance: Global Marketing Platforms Reactive tele 101UT02T Outside Collaborate  Tele + Call Requested on D-Code Response  Reactive tactic type  Generate tactic code  Identify tele resource organization  Brief tele resource organization In Collaborate  “Add an On-demand Campaign”  “WW Response Tele”  Designate country & campaign  Designate tactic scope as reactive  Select tactic code & offers  Activate tactic (pending incoming responses) 101UT02T Tele to Peak Mailing CALL ME requests Tele + Call Requested on DCode Response Reactive SB_Call_Request_Fulfillment  Used “WW Response Tele” in earlier exercise.SB Exceptional Work Experience DIRECT MAIL & FOLLOW-UP 3 101UT01D “Peak Mailing” Direct Mail + Dimensional Package Proactive 2 IWM BR_Brochure 101UT01E Peak Performance Update Electronic + Single follow-up e-Mail Response-triggered proactive SB_Follow-up_Call (call me) 1.

December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 33 of 231 . MAT delivers followup emails when responses to prior/source tactic come in 59 MAT 5. Europe Does not require a list – MAT identifies recipients based on response history Drive email delivery (E-code tactic) to responders to a prior tactic (tactic source code) – Web responses.html formats Permits email execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Designate mailing information including test email recipients Trigger delivery of test emails & log approval including approvers Can designate follow-up tele and/or nurture stream for email responders Activation does not trigger immediate delivery of the follow-up emails.0 .txt and/or .Enterprise Marketing Performance: Global Marketing Platforms Response-triggered proactive email 101UT01E 101UT01E Peak Performance Update Electronic + Single follow-up e-Mail Response-triggered proactive Captured in IWM Outside Collaborate  Electronic + Single follow-up e-Mail  Response-triggered proactive tactic type  Generate tactic code  Coordinate email creative (per creative standards)  Validate/proof creative content  Define mailing information details  Set up IWM form for response capture IK_Information_Kit In Collaborate  “Add an On-demand Campaign”  Geo “Response Proactive Email”  Designate country & campaign  Select acquisition preference code or default to All IBM  Select tactic code & offers  Upload email creative  Complete Mailing Information tab  Test email creative & log approval including approvers  Set-up target start/end dates and designate daily recurrence  Activate tactic (pending incoming responses)  Triggers follow-up email delivery to all direct mail tactic responders WP_White_Paper 58 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG Response Proactive Email: Vehicle-specific considerations    MDb-specific versions for Americas. event attendees or event no-shows – Emails sent as a single batch or over a period of time depending upon response expectations – URL links in an email are active for a 60 day period (7 days only for test emails)  Designate in-scope or not-scope delivery – In-scope: contacts suppressed for email will be included under ‘scope of transaction’ guidelines – Not scope: contacts suppressed for email will be excluded from tactic audience        Supports creative upload into MAT eMessage in . Asia-Pacific.

0 . Set Test Email approval status to ‘Finished’. add actual start/end dates & approvers  Set daily recurrence Description Batch response capture Ongoing response capture Example tactic Event attendees Web-based responses On-demand Campaign status Pause ONDC: ‘On hold’ Pause ONDC: ‘On hold’ Run to send email to all test recipients Set to ‘Skipped’ Set to ‘Skipped’ Test email approval No changes No changes Run to send followup email No changes No changes Prepare for recurrence Set to ‘Skipped’ Set to ‘Skipped’ Daily run – Status tab Set to ‘Skipped’ Set to ‘Pending’ Daily run – Recurrence tab Set Frequency to ‘Daily’ Set Frequency to ‘Daily’ Set Ending ‘End by’ date Set Ending to ‘Infinite’ or set End by date Update to ‘In progress’ Update to ‘In progress’ Set Target Start/End 12 hours out On-demand Campaign status 61 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 34 of 231 .Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG Response Proactive Email: Mailing Information Details       Sent from (display name) Reply to (email address) Subject line Salutation format (if applicable) Test email recipient names & email addresses (internal & external for DPP) Test email approvers  Use of seed lists is not appropriate since every response would trigger delivery of another copy of the tactic to the seed list Use of reminders in not enabled since reminders are delivered at a designated date/time which cannot be predetermined for response-triggered tactics  60 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG Response Proactive Email: Workflow  Test email approval – Pause ONDC.

December 2014 Captured in IWM Outside Collaborate  Direct Mail + Dimensional Package  Proactive tactic type  Submit target audience data list request to DbM  Generate tactic code  Coordinate direct mail creative  Define mailing information details  Set up IWM form for response capture © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 35 of 231 .0 .Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 62 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Direct mail 101UT01D 101UT01D “Peak Mailing” Direct Mail + Dimensional Package Proactive BR_Brochure In Collaborate  Review list and refresh if more than 24 hours old  “Add an On-demand Campaign”  Geo “Proactive Mail from List”  Designate country & campaign  Select tactic code & offers  Select target audience list  Designate desired follow-up to responders  Identify mail house & mailing information  Activate tactic to produce mail list export file  Ensure mail house collects data file within 10 days SB_Follow-up_Call (call me) 63 MAT 5.

Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG Proactive Mail from List: Vehicle-specific considerations              MDb-specific versions for Americas. Asia-Pacific. older files are removed 64 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG Proactive Mail from List: Mailing Information Details  Mail house name  Include contacts with PO box addresses (yes/no) 65 MAT 5.0 . Europe Supports proactive direct mail execution Requires audience list using data from MDb and/or MAT tables Permits direct mail execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Can designate follow-up tele for responders Can designate nurture stream for responders Refresh target audience list no less than 24 hours before use Mail house name and include/exclude post office box prompts Produce mail list export file for vendored mail house use (writes D-code to contact history) Stores mail list export file on IBM secure server Sends email notifications to designated vendor & MAT user Mail vendor must retrieve file within 10 days.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 36 of 231 .

December 2014 Captured in GRP SB_Event_Registration © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 37 of 231 .0 .Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 66 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Invitations emails 101UT02E-101UT06E Outside Collaborate  Electronic + Invitation to Event  Proactive tactic type  Submit target audience data list request to DbM  Generate five (5) tactic codes  Coordinate email creative (creative standards)  Validate/proof creative content  Set up event brief in EST  Enable event registration capture in GRP  Define mailing information details New York NY Miami FL Dallas TX Phoenix AZ Denver CO 101UT02E Invitation email Electronic + Invitation to Event Proactive 101UT03E Invitation email Electronic + Invitation to Event Proactive 101UT04E Invitation email Electronic + Invitation to Event Proactive 101UT05E Invitation email Electronic + Invitation to Event Proactive 101UT06E Invitation email Electronic + Invitation to Event Proactive 67 MAT 5.

txt and/or . Asia-Pacific.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 38 of 231 .0 .Enterprise Marketing Performance: Global Marketing Platforms Invitations emails 101UT02E-101UT06E New York NY Miami FL Dallas TX Phoenix AZ Denver CO 101UT02E Invitation email Electronic + Invitation to Event Proactive 101UT03E Invitation email Electronic + Invitation to Event Proactive 101UT04E Invitation email Electronic + Invitation to Event Proactive 101UT05E Invitation email Electronic + Invitation to Event Proactive 101UT06E Invitation email Electronic + Invitation to Event Proactive SB_Event_Registration 68 Captured in GRP In Collaborate  Review DbM-generated list(s)  “Add an On-demand Campaign”  Geo “Proactive Email from List”  Designate country & campaign  Select acquisition preference code or default to All IBM  Select tactic code & offers  Select target audience list  Upload email creative  Complete Mailing Information tab  Test email creative & log approval including approvers  Trigger delivery & schedule reminder  Repeat for each of five invitations © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG Proactive Email from List: Vehicle-specific considerations     MDb-specific versions for Americas. Europe Requires audience list using data from MDb and/or MAT tables Used to upload reusable seed list into MAT eMessage Supports creative upload into MAT eMessage in .html formats – URL links in a proactive email & reminder email are active for a 60 day period each – URL links in a test email are active for 7 days only           Permits email execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Designate mailing information including test email recipients Designate whether/not to send reminder email Can designate follow-up tele for responders Can designate nurture stream for responders Trigger delivery of test emails & log approval including approvers Refresh audience list no less than 24 hours before use Trigger or schedule email delivery (writes E-code to contact history) Schedule optional reminder email delivery (up to 21 days after initial delivery) 69 MAT 5.

0 .Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG Proactive Email from List: Mailing Information Details           Sent from (display name) Reply to (email address) Subject line Reminder email subject line (if applicable) Salutation format (if applicable) Internal seed list name Test email recipient names & email addresses (internal & external for DPP) Test email approvers Delivery timing: local date/time Reminder delivery timing: local date/time (up to 21 days after initial delivery) 70 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 71 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 39 of 231 .

Europe Requires audience list using data from MDb and/or MAT tables Supports proactive tele execution Designate one offer to be presented in the call Template does not apply audience governance or prompt user to refresh list – Audience governance logic must be applied in the flowchart used to create the list – Target audience list must be refreshed no less than 24 hours before it is used  Contact records routed to designated tele resource organization (writes T-code to contact history) – DPP designates tele resource organization in Collaborate template – Routing rules in Leads determine allocation of T-codes to individual LDRs  Calls executed from Leads module 73 MAT 5.0 . Asia-Pacific.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 40 of 231 .Enterprise Marketing Performance: Global Marketing Platforms Booster tele 101UT03T-101UT07T Outside Collaborate  Tele + Pre-event Registration/Confirmation  Proactive tactic type  Submit target audience data list request to DbM  Generate five (5) tactic codes  Identify tele resource organization  Brief tele resource organization Miami FL Dallas TX Phoenix AZ Denver CO 101UT03T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT04T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT05T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT06T Booster tele Tele + Pre-event Registration/Confirmation Proactive 101UT07T Booster tele Tele + Pre-event Registration/Confirmation Proactive SB_Event_Registration 72 Captured in GRP In Collaborate  Refresh list if more than 24 hours old  “Add an On-demand Campaign”  Geo “Proactive Tele from List”  Designate country & campaign  Select tactic code & offers  Select target audience list  Designate tele resource organization  Activate to transfer contact records to Leads  Repeat for each of five booster tele tactics New York NY © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG Proactive Tele from List: Vehicle-specific considerations      MDb-specific versions for Americas.

Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver .Event Event + Seminar Reactive 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 74 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Breakout_Sessions SB_Event_Demonstrations SB_Meeting with Sales 2 IWM All locations 101UT07E Post event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 75 MAT 5.Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas .December 2014 1 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 41 of 231 .Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix . Reactive events as attract tactics Miami FL Dallas TX Phoenix AZ Denver CO 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York . In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4.SB Exceptional Work Experience New York NY EVENTS & SURROUND GRP 1.0 . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3. In-scope response-triggered proactive tele to nurture stream responders 2. In-scope response-triggered proactive tele to event attendees 5.

Enterprise Marketing Performance: Global Marketing Platforms Response-triggered proactive tele 101UT18T Outside Collaborate  Tele + Follow-up on E-Code Response  Response-triggered proactive tactic type  Generate tactic code  Identify tele resource organization  Brief tele resource organization 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales In Collaborate  “Add an On-demand Campaign”  “WW Response Tele”  Designate country & campaign  Designate tactic scope as In Scope  Select tactic code & offers  Activate tactic (pending incoming responses) 76 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG WW Response Tele: Vehicle-specific considerations   Does not require a list – Designed to deliver T-code based on response to prior tactic Single template supports three delivery scenarios for follow-up tele – Reactive: Account/contact-level suppressions & touch monitoring bypassed.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 42 of 231 . MAT delivers contact records to Leads when responses to prior/source tactic come in 77 MAT 5. all contacts are included – In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of transaction' guidelines – Not-scope response-triggered proactive: All applicable audience governance rules are applied      Enables use of single follow-up tele for multiple tactics in the campaign Permits execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions) Designate one offer to be presented in the call Can designate nurture stream for responders T-coded contact records routed to designated tele resource organization – Routing rules in Leads determine allocation to individual LDRs – Calls executed from Leads module  Activation does not trigger immediate delivery of follow-up tele.

In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4. In-scope response-triggered proactive tele to nurture stream responders 2.Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix .Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas .SB Exceptional Work Experience New York NY EVENTS & SURROUND GRP 1.Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Breakout_Sessions SB_Event_Demonstrations SB_Meeting with Sales 2 IWM All locations 101UT07E Post event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 79 MAT 5.Event Event + Seminar Reactive 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami . Reactive events as attract tactics Miami FL Dallas TX Phoenix AZ Denver CO 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York .Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 78 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3.December 2014 1 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 43 of 231 .0 .Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver . In-scope response-triggered proactive tele to event attendees 5.

html formats –            URL links in an email are active for a 60 day period (7 days only for test emails) Permits email execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Designate mailing information including test email recipients Designate whether/not to send reminder email (not applicable for nurture emails) Can designate follow-up tele for responders (not applicable for nurture emails) Can designate nurture stream for responders (not applicable for nurture emails) Trigger delivery of test emails & log approval including approvers Refresh audience list no less than 24 hours before use (not applicable for nurture emails) Trigger or schedule email delivery (writes E-code to contact history. not for nurture emails) When used for nurture creative upload & approval. 101UT09E Outside Collaborate  Electronic + e-Nurture e-Mail  Response-triggered proactive tactic type  Generate three (3) tactic codes  Coordinate email creative (3)  Validate/proof creative content  Define mailing information details  Set up IWM form(s) for response capture In Collaborate  “Add an On-demand Campaign”  Geo “Proactive Email from List”  Designate country & campaign  Select acquisition preference code or default to All IBM  Select tactic code & offers  Upload email creative  Complete Mailing Information tab  Test email creative & log approval including approvers  Change status to “Cancelled”  Repeat for each of three touches 101UT08E Post-event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post-event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_paper CS_Customer_Case_Study 80 Captured in IWM 101UT07E Post-event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG Proactive Email from List: Vehicle-specific considerations     MDb-specific versions for Americas. Asia-Pacific.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 44 of 231 .txt and/or . Europe Requires audience list using data from MDb and/or MAT tables (not applicable for nurture emails) Used to upload reusable seed list into MAT eMessage (not applicable for nurture emails) Supports creative upload into MAT eMessage in .Enterprise Marketing Performance: Global Marketing Platforms Nurture stream test emails 101UT07E. cancel entry in MAT to ensure E-code is selectable in Touch fields on WW eNurture shared template 81 MAT 5. 101UT08E. not applicable for nurture emails) Schedule optional reminder email delivery (up to 21 days after initial deliver.

Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG Proactive Email from List: Mailing Information Details           Sent from (display name) Reply to (email address) Subject line Reminder email subject line (not applicable for nurture emails) Salutation format (if applicable) Internal seed list name (not applicable for nurture emails) Test email recipient names & email addresses (internal & external for DPP) Test email approvers Delivery timing: local date/time (not applicable for nurture emails) Reminder delivery timing: local date/time (up to 21 days after initial delivery) – Not applicable for nurture emails 82 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 83 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 45 of 231 .0 .

101UT08E.Enterprise Marketing Performance: Global Marketing Platforms Nurture stream set-up 101UT07E. 2.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 46 of 231 . 3 intervals  Activate tactic (pending incoming responses) 101UT08E Post-event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post-event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 84 Captured in IWM 101UT07E Post-event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG WW eNurture Templates: Vehicle-specific considerations         Does not require a list – MAT identifies recipients based on response history Designed to deliver a series of three sequential email (E-code) tactics Permits nurture email execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions) Nurture email creative uploaded and tested in geo Proactive Email from List URL links in a nurture email are active for a 60 day period (7 days only for test emails) Separate templates for in-scope and not-scope delivery Supports one/more offers presented for each touch in the series Nurture stream spans 3-15 days depending on delivery intervals selected – Touch 1 sent 1-24 hours after response is logged in MAT – Touch 2 sent 1-7 days after Touch 1 was sent – Touch 3 sent 1-7 days after Touch 2 was sent      Response to Touch 1 does not influence delivery of Touch 2 Response to Touch 2 does not influence delivery of Touch 3 OPPTY creation does not influence delivery of three touches Can designate follow-up tele for responders Post-event nurture streams will be sent to both attendees & no-shows and therefore must be delivered as not-scope 85 MAT 5. 101UT09E In Collaborate  “Add an On-demand Campaign”  “WW eNurture Not Scope”  Designate country & campaign  Select acquisition preference code or default to All IBM  Select tactic codes & offers  Specify touch 1.0 .

Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG WW eNurture In Scope: Vehicle-specific considerations  Supports in-scope response-triggered proactive delivery – – – – Touch monitoring & “high touch club” logic is not applied Account-level suppression is applied to all three nurture touches Contact-level suppression is not applied to Touch 1.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 47 of 231 . who will therefore not receive Touch 2 or 3 – Re-use across tactics in the same campaign or campaigns in the same program is not practical since under scope of transaction policy. Touch 1 text must explicitly reference prior response WW eNurture Not Scope: Vehicle-specific considerations  Supports not-scope response-triggered proactive delivery – Touch monitoring & “high touch club” logic is not applied – Account & contact-level suppression is applied to all three touches – Contacts suppressed for email will not be delivered any of the three touches   Can be utilized by multiple tactics in the same campaign Can be utilized by multiple campaigns supporting the same profile 86 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates Hands-on QRG WW eNurture: Mailing Information Details         Sent from (display name) Reply to (email address) Touch 1 subject line Touch 2 subject line Touch 3 subject line Salutation format (if applicable) Test email recipient names & email addresses (internal & external for DPP) Test email approvers   Use of seed lists is not appropriate since every response would trigger delivery of another copy of the tactic to the seed list Use of reminders in not enabled since reminders are delivered at a designated date/time which cannot be predetermined for response-triggered tactics and reminders would “cross paths” with follow-on touches in the nurture stream   Nurture email creative uploaded and tested in geo Proactive Email from List templates Geo Proactive Email from List cancelled prior to WW eNurture template set-up 87 MAT 5. but is applied to Touch 2 and Touch 3 Touch 1 must stand alone for contacts with contact-level suppression.

Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix .SB Exceptional Work Experience 3 New York NY EVENTS & SURROUND GRP 1. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4. In-scope response-triggered proactive tele to nurture stream responders 2.December 2014 4 101UT01M New York .Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas .Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 88 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business . Reactive events as attract tactics IWM All locations Miami FL Dallas TX Phoenix AZ Denver CO 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 5 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .Event Event + Seminar Reactive 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 48 of 231 .Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3. In-scope response-triggered proactive tele to event attendees 5.0 .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Breakout_Sessions SB_Event_Demonstrations SB_Meeting with Sales 101UT07E Post event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 89 MAT 5.

Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3. In the interest of time.SB Exceptional Work Experience 3 New York NY EVENTS & SURROUND GRP 1. On-demand Campaign entries have been created for all five confirmation tele tactics New York NY Miami FL Dallas TX Phoenix AZ 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive GRP Denver CO 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 91 MAT 5. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4. In-scope response-triggered proactive tele to nurture stream responders 2. In-scope response-triggered proactive tele to event attendees 5.0 .com (AG)  MAT: WW Response Tele  Used “WW Response Tele” in earlier exercise.Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix .Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver .Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas .December 2014 SB_Event_Registration © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 49 of 231 .Event Event + Seminar Reactive 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .SB Exceptional Work Experience Confirmation tele  In-scope follow-up to event registrants  Tele + Pre-event Registration / Confirmation  Response-triggered proactive tactic type  Tele resource: ibm.Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Breakout_Sessions SB_Event_Demonstrations SB_Meeting with Sales 101UT07E Post event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales 90 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business . Reactive events as attract tactics IWM All locations Miami FL Dallas TX Phoenix AZ Denver CO 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York .Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business .

In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4.Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Breakout_Sessions 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Demonstrations SB_Meeting with Sales 101UT07E Post event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales 92 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business .Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas .SB Exceptional Work Experience New York NY EVENTS & SURROUND GRP 1. In-scope response-triggered proactive tele to nurture stream responders 2.SB Exceptional Work Experience Post-event tele  In-scope follow-up tele to event attendees  Tele + Follow-up on M-Code Response  Response-triggered proactive tactic type  Tele resource: ibm. In-scope response-triggered proactive tele to event attendees 5.com (AG)  MAT: WW Response Tele  Used “WW Response Tele” in earlier exercise. In the interest of time. On-demand Campaign entries have been created for all five post-event tele tactics New York NY Miami FL Dallas TX Phoenix AZ Denver CO 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Meeting with Sales 93 MAT 5.0 . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3. Reactive events as attract tactics IWM All locations Miami FL Dallas TX Phoenix AZ Denver CO 4 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York .Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix .Event Event + Seminar Reactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 50 of 231 .

Event Event + Seminar Reactive 101UT16T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT12T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT05M Denver . In-scope response-triggered proactive tele to event attendees Denver CO 5.Enterprise Marketing Performance: Global Marketing Platforms Lotus “Peak Performance” Campaign Social Business .Event Event + Seminar Reactive 101UT14T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT10T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT03M Dallas . In-scope response-triggered proactive tele to nurture stream responders Miami FL 2.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 51 of 231 .0 .Event Event + Seminar Reactive 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .SB Exceptional Work Experience New York NY EVENTS & SURROUND 1. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 5 101UT01M New York . nurture stream will be delivered to both event attendees and registrant no-shows  Activate Collaborate entry pending incoming responses  Deliver single email to responders using geo Response Proactive Email 95 MAT 5. Reactive events as attract tactics IWM All locations GRP 3. Not-scope response-triggered proactive nurture stream to event attendees & no-shows Dallas TX Phoenix AZ 4.Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT04M Phoenix .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive SB_Event_Registration SB_Event_Breakout_Sessions SB_Event_Demonstrations SB_Meeting with Sales 101UT07E Post event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT08E Post event nurture touch 2 Electronic + e-Nurture e-Mail Response-triggered proactive 101UT09E Post event nurture touch 3 Electronic + e-Nurture e-Mail Response-triggered proactive OD_Online_Demo WP_White_Paper CS_Customer_Case_Study 94 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reference: Collaborate Shared Templates QRG WW Attract Flex Routing: Vehicle-specific considerations  Creation of “attract” entry ensures capture of incoming responses  Supports follow-up tele to responders using Q&A or pre/post event data – Designate if follow-up tele is to call requests only or all responders – Designate tele resource organization or Sales (routed outside MAT)     Enter up to seven (7) routing rules Rule 8 routes all remaining responses Rules 1 and 8 are required Can designate nurture stream delivery (with or without follow-up tele) to all responders – For events.

And Answer Starts with blank – Designate pre-event or post-event status in And Response Type is 96 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Collaborate Shared Template: WW Attract Flex Routing Response Type Values QRG Pre-Event \ Cancelled (ID 42)  Value indicates contact enrolled for the event.0 . but did not attend 97 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 52 of 231 . but has since cancelled that enrollment Pre-Event \ Confirmed (ID 41)  Value indicates contact is enrolled for the event  Use of the term “confirmed” does not indicate whether/not the contact has been targeted for or received a pre-event confirmation call ‘Any Response Type’  Default value in the field Web Response (ID 25)  Indicates responses data came from web response capture form (IWM)  Used with any attract tactic using web response capture form Attended (ID 23)  Post-event value indicates contact attended the event Registered (ID 22)  Post-event value indicates contact was enrolled for the event. And Answer Starts with – And Response Type is ‘Web Response’  Follow-up tele routing for attract tactics using pre/post event data – Leave When Question Starts with.Enterprise Marketing Performance: Global Marketing Platforms Collaborate Shared Template: WW Attract Flex Routing QRG WW Attract Flex Routing  Follow-up tele routing for attract tactics using web response capture – Use When Question Starts with.

Event Event + Seminar Reactive 101UT03M Dallas .Event Event + Seminar Reactive 101UT02M Miami .Event Event + Seminar Reactive SB_Event Demonstrations 98 Captured in GRP SB_Event_Breakout Sessions © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Reactive events 101UT01M-101UT05M In Collaborate         New York NY Miami FL Dallas TX Phoenix AZ Denver CO 101UT01M New York .Event Event + Seminar Reactive 101UT05M Denver .December 2014 SB_Event Demonstrations Captured in GRP   “Add an On-demand Campaign” “WW Attract Flex Routing” Designate country & campaign Select tactic code & offers Specify routing rule to trigger pre-event confirmation tele to event registrants Specify routing rule to trigger post-event follow-up tele to event attendees Designate nurture stream to event attendees & no-shows Specify follow-up tele to nurture stream responders Activate tactic (pending incoming responses) Repeat for each of five events © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 53 of 231 .Event Event + Seminar Reactive 101UT03M Dallas .Event Event + Seminar Reactive 101UT04M Phoenix .Event Event + Seminar Reactive SB_Event_Breakout Sessions 99 MAT 5.Event Event + Seminar Reactive 101UT02M Miami .Enterprise Marketing Performance: Global Marketing Platforms Reactive events 101UT01M-101UT05M Outside Collaborate     Event + Seminar Reactive tactic type Generate five (5) tactic codes Complete event briefs in Event Solution Tool (EST)  Coordinate event logistics  Post-event: record attendance & close event in GRP New York NY Miami FL Dallas TX Phoenix AZ Denver CO 101UT01M New York .Event Event + Seminar Reactive 101UT05M Denver .0 .Event Event + Seminar Reactive 101UT04M Phoenix .

0 .Enterprise Marketing Performance: Global Marketing Platforms Reactive events 101UT01M-101UT05M Hands-on  Specify tele routing to trigger pre-event confirmation tele to event registrants – – – – – – Status Pre-Event \ Confirmed 101UT08T for New York event 101UT01M 101UT09T for Miami event 101UT02M 101UT10T for Dallas event 101UT03M 101UT11T for Phoenix event 101UT04M 101UT12T for Denver event 101UT05M  Specify tele routing to trigger post-event tele to event attendees – – – – – – Status Attended 101UT13T for New York event 101UT01M 101UT14T for Miami event 101UT02M 101UT15T for Dallas event 101UT03M 101UT16T for Phoenix event 101UT04M 101UT17T for Denver event 101UT05M  Not-scope nurture stream to event attendees & no-shows  In-scope response-triggered proactive tele to nurture stream responders 100 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Attract Flex Routing can be used for various response types Event example  Event registration form asks clients to state priority in provisioning services: Software or infrastructure  Pre-event confirmation calls are distributed to different tele resource organizations based on priority stated on the form QRG Web-based example  Internet banner’s web registration form captures client’s industry & presents “call me”. case study offers  Follow-up calls to responders distributed to different tele resource organizations based on the contact’s stated industry R001012W Yahoo Banner Banner advertising (W) Reactive R001001M Agility & Speed Event Face-to-face event (M) Reactive IWM CS_Customer_Case_Study SB_Event_Breakout Sessions SB_Follow-up Call (call me) R001001T Tele to confirm event attendance Pre-event reminder (T) Response-triggered proactive R001004T Tele to CALL ME requests Call request fulfillment (T) Reactive R001005T Follow-up tele Response follow-up (T) Response-triggered proactive ER_Event Registration SB_Call_Request_Fulfillment SB_Meeting with Sales 101 MAT 5.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 54 of 231 .

Enterprise Marketing Performance: Global Marketing Platforms Hands-on exercises illustrate how to execute tactics in Collaborate            Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate 102 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Customizing Collaborate Hands-on  Setting default views – Standard views – My On-demand Campaigns – On-demand Campaigns Created by Me 103 MAT 5.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 55 of 231 .

0 .Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related courses.December 2014 MAT Training for Demand Programs Professionals Page 56 of 231 . not MAT  Visit Campaign Design Package Principles education for more information Response flow into MAT  Responses automatically flow into MAT according to a predetermined schedule Unintended responses  Capture all responses for your geography/program by registering tactics to capture unintended responses End-to-end execution in Campaign  Recognize flexibility of MAT by understanding execution scenarios to be handled directly out of Campaign module © 2014 IBM Corporation 105 MAT 5. resources and next steps 104 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Program teams should understand some special considerations when working with MAT Direct mail tactics  Visit the Marketing Automation wiki for guidance on using the geo ‘Default Mail Vendor’ value in the mail vendor field Web organic tactics  Visit the Marketing Automation wiki for guidance on registering offers & capturing responses for web organic tactics Scope of transaction policy  Monitor policy limit of one in-scope follow-up per response  Policy adherence is the responsibility of the DPP.

30AM.0 . profiling data and notice & choice preferences Responses loaded daily: 3. 7. including ‘notice & choice’ data Requires valid BAT or MAT-generated tactic code & MAT offer version code Captures contact data.30AM. virtual & third-party event data feeds EST & MAT Event data loaded into MAT in batch job on weeknights       Standard template: Format & upload registration data managed outside IBM Brief vendors on minimum data required.Enterprise Marketing Performance: Global Marketing Platforms Responses automatically flow to MAT and are passed onto other systems  Multiple response capture tools feed data to MAT MAT RESPONSE CAPTURE SalesConnect / CRM Siebel eMessage Manage creative Campaign Set up lists and support end-to-end tactic execution Collaborate Deliver common tactic execution scenarios Leads Execute proactive telemarketing and follow-up tele IWM GRP Create touch record AST Other: MAT file import Update/create contact record Update/create response record MDb CDPM Create OPPTY – IWM: Hourly – GRP/AST: Daily on weeknights – MAT File Import Tool: 3x day  Data goes through basic matching logic & stored in MAT  Response data sent from MAT to sales tools via MII (All times US Eastern) – Europe data at 5:30 AM – AP/Japan data at 9:30 AM – Americas data at 10:30 AM  MII process or Data Entry and Enhancement Team addresses ‘unmatched’ records  Response data passed from sales tools to geo MDb at midnight local server time  T-coded contact records sent to Leads hourly 106 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Registration capture systems require specific set-up to ensure responses are captured by MAT IWM GRP / AST File Import Tool       Default is a W-code to support web organic access Special attention required to ensure IWM form credits drive-to tactic Utilizes MAT offer version code to credit tactic with correct offer accepted Set up with ‘Functional use’ field value of ‘Marketing’ Must capture data necessary to deliver follow-up tactics Responses loaded into MAT hourly.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 57 of 231 .30PM US Eastern Data validation ensures registration data can be passed to other systems 107 MAT 5. follow-up generally 3-5 hours later      Event tactic code inserted in event registration GRP link in invitation emails LDRs are trained to enroll attendees in events via GRP Third-party event registrations uploaded via GRP Event IMPORT Canister Face/face. 11.

December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 58 of 231 . Japan replacement tactic codes Web seminar . Program Profile Routing – Folder: IBM Marketing – Operational Reporting > Cross-Functional Reports > Response Processing  View number of responses processed with replacement tactic codes via CDPM report – Report name: MAT Comprehensive Response Report (Reports for SME’s > Response Processing) – Report name: Campaign Effectiveness Summary Report (Reports for DPP’s CDPM folder) 108 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Example illustrates ‘unintended responses’ handling in MAT UK Social Business campaign Target audience: UK & Ireland IT Managers. Netherlands.… Unintended responses tele Response follow-up (W) Response-triggered Proactive  UK Social Business team presents on-demand webinar campaign-specific offer on a variety of ‘driveto’ tactics as part of a larger campaign  Campaign design designates follow-up email to responses from UK &/or Ireland  Responses outside of campaign scope routed to country program teams via replacement tactic codes designated for that purpose  CDPM reports on campaign performance – For intended audience – For unintended responses Customer Case Study Meeting with Sales 109 MAT 5.podcast UK/Ireland response? No Yes 101UT013E On-demand webinar email Single follow-up email (E) Response-triggered Proactive 101UT27W (ANZ). 13T (NL). Australia.… WW digital activity generating unintended responses Reactive 101UT19T (ANZ). Japan IWM 101UT… Various drive-to tactics Australia. Netherlands. UK  MAT enables capture of unintended responses and can automatically deliver follow-up – Response capture & follow-up tactics designated by countries through replacement tactic codes Define approach Set-up systems Capture responses Follow-up responses Report results Benefits: Improve program performance – Enhance client experience  Replacement tactic codes defined at Program or WW Campaign level – Event responses routed to replacement M-code.Enterprise Marketing Performance: Global Marketing Platforms Unintended responses occur when responses created outside of a campaign’s scope and can be captured in MAT for follow-up  Campaign owner determines intended audience & dictates follow-up path for responses  Unintended responses defined as respondents from countries outside the campaign scope – Example: Australian IT Manager attends event whilst on business in London.0 . other responses routed to replacement W-code – Follow-up tele typically set up using tele resources aligned to the country where the responder resides  View replacement tactic codes already setup per country via CDPM reports – Report names: MAT Response Exception Report > Program Routing. 13W (NL). Ireland. cross industry Tactic code: Deployed for UK & Ireland only Responses generated for UK.

different follow-up emails to event attendees versus no-shows • Issue tele or email follow-up tactics to a source tactic depending upon responder attributes • Execute a proactive email tactic with different subject lines based on target audience attributes • Test email subject lines prior to full delivery of a proactive email • Execute a reactive email.0 . resources and next steps 111 MAT 5. some flex routing not addressed in MAT Collaborate • Understand techniques for more efficient flowcharts • Explore scheduling. triggers and timestamps • Take a deeper dive into process boxes • Troubleshoot common flowchart errors • Establish mandatory QA review • Consider key MAT table structure and fields • Reinforce naming conventions 110 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Hands-on training prepares you to execute campaigns in MAT 1 2 3 4 5 6 7 Reiterate MAT tools suite & capabilities Understand MAT terms & definitions Review critical inputs to MAT execution Explore MAT Collaborate module Register a MAT training campaign & recognize best practices Review special considerations Outline related courses. such as a responder asking to be emailed an event agenda • Deliver tactics using Response Scoring &/or Response Nurture data-driven marketing services Intermediate training Advanced training • Introduce new functions/processes • Increase flowchart efficiency • Support tactic execution scenarios not currently available in Collaborate • Enable end to end execution in Campaign • Explore segmentation. sampling.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 59 of 231 .Enterprise Marketing Performance: Global Marketing Platforms Additional Campaign module training delivers knowledge required to support execution scenarios not available in the Collaborate module Campaign execution scenarios • Deliver different follow-up emails to a source tactic depending upon responder attributes • Examples: industry-specific emails.

0 . recordings. MFR. not just MAT users Reference materials & discussion of all MAT modules Campaign execution: Email creative standards. Collaborate users. not just MAT users Marketing Systems Community  Information on Global Marketing Platforms strategic initiatives  Applicable for all marketers. materials for Global Marketing Platforms education & training  MAT Quick Reference Guides including common Collaborate queries/errors  Applicable for all marketers. MDb & reporting  Available to users & non-users 8 AM to 6 PM across all geographies  Marketing Systems Support/Austin/Contr/IBM or mktsystem@us.Enterprise Marketing Performance: Global Marketing Platforms Support & information are available for all marketers Marketing Systems Support Desk  Operational & how-to support for all MAT modules.ibm. content is primarily for MAT users 112 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Two self-paced education courses are recommended to further your understanding of campaign execution in MAT Introduction to MAT Leads Introduction to CDPM MAT module for internal LDR teams & approved external tele vendors Reporting environment for and trusted source of MAT data  Reiterate MAT tools suite & capabilities  Explore MAT Leads capabilities  Illustrate MAT Leads functionality  Understand Leads reports available for Marketers  Outline related courses & resources  Understand IBM reporting environments  Acknowledge scope of CDPM  Illustrate CDPM sign-in & navigation  Introduce reporting terms & definitions  Describe campaign set-up reports  Present performance reports  Provide further resources of information  Access the education here  Access the education here 113 MAT 5. third-party import etc Guidance on all Collaborate Shared Templates Applicable to all marketers. seed lists.com IBM Marketing Automation Wiki     Frequently Asked Questions  Common questions & best practices  Campaign users.December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 60 of 231 . general MAT FAQ  Applicable for all marketers. not just MAT users Education & Training Materials  Glossary.

biz/BdDyzX 115 MAT 5.Enterprise Marketing Performance: Global Marketing Platforms Your MAT licence is issued upon successful course completion Review MAT access request status • ‘View my access’ link in OneTEAM • Your BluePages Manager will need to approve the request Delete training environment URL • Training system available during class hours only Wait for email confirming MAT access has been granted • Production URL included in email • Intranet ID & password required to log into live system 114 © 2014 IBM Corporation Enterprise Marketing Performance: Global Marketing Platforms Please complete a course evaluation   Answer 10-12 questions about this education – responses are anonymous Select – Course: MAT – Topic: [As advised by your trainer] – Session: [Select correct location & date entry] https://ibm.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 61 of 231 .

Enterprise Marketing Performance: Global Marketing Platforms Thank You THANK YOU! 116 MAT 5.0 .December 2014 © 2014 IBM Corporation MAT Training for Demand Programs Professionals Page 62 of 231 .

In Production. 2. Access training environment URL to the MAT Collaborate sign-in screen. 5. In Username. click This message displays on the MAT training environment.Navigating MAT Collaborate Access MAT Collaborate 1. your password is your IBM intranet ID password.0 .December 2014 MAT Training for Demand Programs Professionals Page 63 of 231 . enter your student password. The MAT training environment sign-in screen will display: 4. enter your student ID. In Production. but does not appear on the MAT production system. your username is your IBM intranet ID. If a website security warning screen is displayed. Open Internet Explorer session (MAT is not supported on Firefox). In Password. which is on the W3 network. MAT 5. 3.

December 2014 MAT Training for Demand Programs Professionals Page 64 of 231 . A left-side navigation panel provides access to:       Lists On-demand Campaigns Corporate Campaigns Subscriptions Calendar Analysis The horizontal detail view panes on the screen provide access to essentially the same functions.6.0 . Click Sign In button to sign in to MAT Collaborate. but the options are labeled slightly differently:      List Management Campaign Management (which includes On-demand and Corporate Campaigns) Subscription Management Calendar My Saved Reports MAT 5.

Just as you would expect. An ‘On-demand Campaign’ presents a series of fields which drive tactic execution and/or response-triggered follow-up for a designated tactic code.0 . a ‘list’ displays a series of data elements about each of the contact records selected from the Marketing Database (MDb) using a flowchart created in MAT Campaign.  You would click the Save link at the bottom right of the Home page to preserve the edits you have made to the Home page. Click Explore Lists link at the bottom of List Management pane. Using the ‘Explore’ Links The Home screen provides ‘Explore’ links at the bottom of each horizontal pane to access existing entries: 8. you may choose to customize your home screen to display the pane you use most at the top of the Home page and to hide the panes you don’t use at all.  Since you are working in a training environment.December 2014 MAT Training for Demand Programs Professionals Page 65 of 231 .IBM is only using the Lists and On-demand Campaigns functions at this time. Minimize a horizontal pane by clicking the Hide button in each pane. Customizing Home Screen 7. MAT 5. Reposition the horizontal panes on the Home screen by using the up/down arrows in each pane to move the item before or after the others on the screen.  In Production. You will be presented with a view of all active status lists in the tool. please DO NOT SAVE your changes.

10. Click Show All to see all the list entries in the training environment.December 2014 MAT Training for Demand Programs Professionals Page 66 of 231 . The screen displayed shows the list menus available at the top left of the view. There are two pages of lists in the training environment.  The numbered links on the bottom right allow you to navigate from page to page in the series of views that show active lists. then click the “Delete Selected’ link to permanently delete the entries selected via checkbox. Click All Lists link at the top of the screen. The ‘Delete Selected’ link on the bottom left allows you to select one or more entries by clicking the checkbox beside the list name. You can navigate to the same views from the Actions button at the top right of the screen. In Production.  The ‘Show All’ link shows all active lists in the tool in a single view. MAT 5. the display will be much longer.  The ‘Add a List’ link on the bottom left allows you to create a new list from an existing list template. but many more in Production.0 . 9.

Click Explore On-demand Campaigns link on the Campaign Management pane. You can add a list. or search for a list.December 2014 MAT Training for Demand Programs Professionals Page 67 of 231 . Navigation Tools 13.  The ‘Add an On-demand Campaign’ options on the bottom left allows you to create a new On-demand Campaign entry for a tactic. you can add a new On-demand Campaign. To navigate between views. MAT 5. Click Home on left-side navigator to go back to Home screen. 12. numbered links to pages in the view and ‘Show All’ options work the same way here that they did in the active lists view. The Actions button accessible from the lists views provides similar functionality.  The ‘Delete Selected’.0 . click Actions at the top of the screen: From the Actions button. We will talk more about the search function later in this exercise.11. You will be presented with a view of all active status On-demand Campaign entries. select a view from the choices presented. select a view from the choices presented or search for a list.

MAT 5. It may be necessary to re-publish the flowchart and re-create the form and/or list template to address the issue. but if you see one of these icons in Production. Warning Icons You may not see any of these warning icons for lists in the training environment.0 . you should know what they mean: A red X beside a list indicates that an underlying component of the list has been deleted.MAT Collaborate provides multiple methods to access the same function:    Link from the menu bar at the top of the screen Link in the Actions menu Link at the bottom of the screen 14. Click Lists on the left-side navigator.December 2014 MAT Training for Demand Programs Professionals Page 68 of 231 .

15.0 . forms or database associated with the list. At this point. The All Lists view shows all the predefined list views available in the tool. it may be necessary to re-publish the flowchart and recreate the form and/or list template to address the issue. which will attempt to re-generate the list using any updated templates. The My Lists menu shows any lists created by the user. First try re-running the list. MAT 5. click My Lists link. Click All Lists link at the top of the Active Lists title.December 2014 MAT Training for Demand Programs Professionals Page 69 of 231 .A red explanation point indicates that an underlying component has been modified. From the All Lists menu. 16. If re-running the list doesn’t eliminate the warning icon. the view probably shows that there are none or it shows entries created by students in prior classes using the same student ID you are signed on under.

0 . Click Cancel to exit the Options – Lists window without making any changes. Another user cannot open an entry in edit mode while it’s locked. Editing Entries 18. Once an entry is opened using Edit link. 20. the entry is locked by the user. you must click the Edit link at the top of the screen to convert the display from view mode to edit mode. Entry does not open in edit mode automatically even if it’s opened by the owner. then selecting My Lists from the pull down in the Default List field: 17. Click the link for US_SB_101UT01D_PeakMailing 19. Most entries in MAT can be opened by double-clicking on the entry name. MAT 5. you can make the My Lists view your default view either from the Administration menu or by clicking Options at the top of the screen. Entries which are underscored and in blue text are typically hot links.December 2014 MAT Training for Demand Programs Professionals Page 70 of 231 .In Production. Once an entry has been opened.

You can also access the online documentation by clicking on the Help link at the top right of most screens: Using Screen Menu Bar Icons 26. 25. Click Help at the top of most screens to access the tool’s on-line help. Click the red X to close the window displaying the Field Marketer Guide. Table of Contents begins on page 3.21. MAT Campaign and Collaborate will automatically sign the user off the system after 60 minutes of inactivity. 23. The screen menu bar at the top of the screen includes icons to perform functions specific to MAT Collaborate’s components (lists and On-demand Campaigns).0 . even if the user has an entry open in edit mode. Any edits which have not been saved will be lost. Type a search word such as ‘pause’ or ‘cancel’ to search the PDF for the Field Marketing Guide entry or entries that use your search word. Click Lists on left-side navigator to display the Active Lists view again. MAT 5. Page through the guide using the blue back and forward arrows at the top of the screen. 24. Online Help 22. Click Help and Field Marketer Guide on the left-side navigator to access the same on-line help resources.December 2014 MAT Training for Demand Programs Professionals Page 71 of 231 .

Once defined. Click On-demand Campaigns on the left-side navigator to go to the (default) Active On-demand Campaigns view. the View link which appears at the top of the standard lists and On-demand Campaign views is not applicable. Let’s look at the difference:  Since IBM is not using the calendar functions in MAT. Search & Look for/Find Functions In any tool.  The printer icon enables the user to print to an attached printer or export the contents of the screen to an Excel spreadsheet.0 .December 2014 MAT Training for Demand Programs Professionals Page 72 of 231 . 27. this function is limited by the fact that most data elements are listed separately for each of IBM’s customized On-demand Campaign templates.  The X icon enables the user to delete any entries for which the checkbox on the left is clicked. Unfortunately. There are three links on the screen that could be interpreted as ways to access entries in MAT. The X icon at the top of the screen and the ‘Deleted Selected’ link at the bottom of the screen perform the same function. A similar link appears on the On-demand Campaigns screen to add a new On-demand Campaign. ‘Add a List’ provides direct access to the screens necessary to add a new list from an existing list template. the view can be saved and designated as your default view in the tool.  The Look for field and Find button at the top right of the standard list and Ondemand Campaign views are the best way to search for an entry in MAT: MAT 5. View.  The Search link which appears at the top of the standard lists and On-demand Campaign views allows you to create a custom view by specifying data elements from the list or On-demand Campaign entries. so it’s very difficult to create a workable custom view with this function. it’s critical to know how to find and navigate to existing entries.

Type ‘Call’ in the Look for window and click Find button to limit the view to the entries which include ‘call’ anywhere in the entry name or project ID. MAT will present any/all entries which include the string ‘101UT01M’ in the Ondemand Campaign entry name: MAT 5. 30. Type ‘101UT01M’ in the Look for window and click Find button to limit the view to the entry for the 101UT01M tactic code.December 2014 MAT Training for Demand Programs Professionals Page 73 of 231 . Type ‘101UT’ in the Look for window and click Find button to narrow the view to the entries which include ‘101UT’ in the Name field: 29.0 .28.

If the entry is named “Telefollowup”. Click the link to the list to open the entry and see the list code displayed there. Type ‘1812’ in Look for/Find to find the list which carries the list code of 1812: 33. Look for/Find will not find the entry if the text string entered is “Tele followup” with a space between the words. 31. be aware that sometimes the view will bring back entries you didn’t expect because that character string appears in the unique ID for the entry.December 2014 MAT Training for Demand Programs Professionals Page 74 of 231 . Navigating using Tabs and Icons 34. Click Lists on the left-side navigator. even though the list code does not appear in the view itself. MAT 5. Type ‘Dallas’ in the Look for field and click Find.  Look for/Find is space sensitive.0 . Look for/Find will find the entry if the text string entered is “Tele” or “followup”. When you are using a numeric string as your Look for/Find criteria. Look for/Find is not case-sensitive.and lower-case letters in a search string. Look for/Find will also display the appropriate entry if you search on a list code in a Lists view. 32. It does not distinguish between upper.

Click on the blue link to open the entry for 101UT05T booster call tactic. use of this function is not recommended. The icons along the top right of the screen provide a variety of functions:  The speech bubble icon provides access to a chat function imbedded within MAT. Since IBM already uses SameTime. click the Modify link to see the sections of the entry which can be modified from this pulldown. From the menu bar at the top of the screen.0 . Workflow and the Attachments tab with the paperclip icon are common across most of the On-demand Campaign templates. The tabs presented will vary based on the type of tactic involved.December 2014 MAT Training for Demand Programs Professionals Page 75 of 231 . but Summary. MAT 5.  The printer icon allows you to print an entry or export its contents to Excel. Click the various tabs along the top of the entry listing to review the content of the screens used to register the post-event tele tactic to be delivered after the Dallas roadshow. 37.35. 36. People.

Screen will appear indicating that you’ve logged out. MAT’s out-of-the-box COPY function has not been thoroughly tested with IBM’s customized On-demand Campaign templates. Do not use the COPY button at this time. Early attempts to use the COPY function have resulted in corrupted entries and rework. The icon showing two pages with an arrow between them is MAT’s copy button. Log Out 38. Click Log Out on the left-side navigator.December 2014 MAT Training for Demand Programs Professionals Page 76 of 231 . A ‘Click here’ hot link is provided to sign back in to MAT Collaborate. MAT 5.  The X icon allows the user to delete an entry: Users who click the X icon will be asked to confirm their intention to delete the entry.0 . Click OK to delete the entry. Click Cancel to return to the entry without deleting it.

Hands-on exercise: Reactive tele Follow-up tele to “Call me” requests 101UT01T Collaborate Shared Template: WW Response Tele In this exercise. provide print-screens to illustrate the fields involved. This guidebook is therefore intended to be used during and after the training class. The tele tactic is categorized as reactive since it is only delivered to contacts who specifically ask for a call. you will create an On-demand Campaign entry for the 101UT01T tele follow-up call to be delivered by an LDR when a contact accepts the “call me” offer presented on the registration form tied to the internet banner. which were simplified as part of the new Tactic Code Generation functionality Due to work underway on the MAT v9 upgrade.  Fields unique to a particular template are described in detail in each exercise. MAT 5.  All exercises were written prior to the April 2014 implementation of Tactic Code Generation in MAT and will be updated as part of the v9 upgrade.  The first few exercises explain each task step-by-step and in many cases.  As the trainee proceeds through the exercises.  These exercises are designed to be followed in the sequence they appear.Hands-on Exercises: Overview  This is the only MAT documentation that is currently available. the exercises utilize: o Program and Campaign from the 2013 program framework: namely Social Business program and Exceptional Work Experience campaign o Tactic codes that were generated in the Business Advantage Tool (BAT) o BAT interaction method values. the instructions for tasks which are repeated in multiple templates are gradually simplified as the trainee’s experience with such tasks increases. some differences currently exist between the training and the production systems.December 2014 MAT Training for Demand Programs Professionals Page 77 of 231 .0 . As a result. The instructor will explain these differences and confirm what will be seen in the live environment.

click Add an On-demand Campaign link 2. On the Step 1 screen. Click on WW Response Tele to highlight the template name.December 2014 MAT Training for Demand Programs Professionals Page 78 of 231 . 4. Click the plus sign beside Shared Templates. Maximize the window presented. From the Home page. Click the plus sign beside All Geos.Tactic Registration 1. populate Name using naming convention of Scope_MasterProgramShortName_TacticCode_TacticDesc MAT 5. 3. 6.0 . 5. Click Continue button at the bottom of the screen.

11.  When you’re working in a Collaborate Shared Template which is designed for worldwide use. 8. 12. insert your three-character initials at the front of Name where XXX is your initials: XXX_US_SB_101UT01T_BannerTele 7. either scroll down to the value or use the type-ahead feature to find the entry for ‘United States’. click the pulldown arrow to display a list of countries. whereas the production environment will display MAT-boarded countries only. In Market Country. the country list is usually limited to the countries in that geography. Highlight/select ‘United States’ To select ‘United States’.For the purposes of this exercise. Skip the Description field. 9. If you’re using type-ahead. MAT 5. Note. These dates are not the tactics in/out market dates. most of the fields in the section are populated with data inherited from the system that generated the tactic code. Once you designate market country and IBM Campaign ID. Scroll down to the Campaign Information section.0 . the training environment displays a list of all countries.December 2014 MAT Training for Demand Programs Professionals Page 79 of 231 . 13. Security Policy defaults to Global and should be left as-is. Target Start and Target End date can be left blank.  When you’re working in a Collaborate Shared Template designed for geo-specific use. On-demand Campaign Code will be system-generated. They are intended to be used by Collaborate’s calendar function. 10. the field displays country values for all countries executing out of MAT (often referred to as MAT-boarded countries). it’s actually a little easier to enter a V and then highlight ‘United States’ in the box than to enter a U and scroll down to ‘United States’.

14. MAT will display all the selectable campaign IDs for the designated country. Enter ‘101UT’ in the IBM Campaign ID field and click ‘Select’ button. 15. you will get a ‘No Item Selected’ error box. MAT provides two ways to accept your IBM Campaign ID selection:  Double-click on the campaign ID data row OR  Highlight the campaign ID data row and click ‘Accept and Close’ button. 100 or UT) character string in the IBM Campaign ID field. If the value displayed is not the correct one. The field is not case-sensitive. The find function supporting this field does not search the campaign name or program profile fields for the character string entered. review the campaign name and program profile data displayed to verify that the campaign ID is the correct one. In the pop-up window that displays.December 2014 MAT Training for Demand Programs Professionals Page 80 of 231 . If you click ‘Accept and Close’ without highlighting a data row in the window. MAT will display all the campaign IDs which contain that character string anywhere in the IBM Campaign ID value. It will accept ‘101UT’ or ‘101ut’ or ‘101Ut’ or ‘101uT’. use the Find/Clear buttons and search field at the top of the window to find and select a different value. 16. MAT 5.  If you leave the field blank and click ‘Select’.  If you enter a partial campaign ID (601.0 .

Once the IBM Campaign ID selection has been accepted. 17. For the purposes of this exercise. The Acquisition Preference Code field tells MAT which marketing database to check for permissions/suppressions.December 2014 MAT Training for Demand Programs Professionals Page 81 of 231 . Example: ‘lboon@us. The choices are All IBM – No Acquisition Marketing Company or a list of acquisition companies that are not yet fully migrated onto IBM marketing systems. The field does support type-ahead in order to position to first letter of the user’s ID. 18.ibm.com. The DB Marketing field is not populated because the data is not captured in the system that generated the tactic code. The DB Marketing field is populated from a pull-down which lists the IBM intranet IDs of MAT users authorized in the Campaign module. the window will close and most of the data fields in the Campaign Information section will be automatically populated.0 . select lboon@us.com’ from the list. MAT 5.ibm.

0 .  For new On-demand Campaigns for acquired companies. 19. responders are also receiving another follow-up tactic which has been categorized as inscope. When an acquisition company is selected. Scroll down to the Scope of Transaction section. in-scope response-triggered proactive or not-scope response-triggered proactive. This section has one field: Tactic Scope. In most cases. when a follow-up tactic is categorized as not-scope. The default value for a new On-demand Campaign is ‘--None--’. In the Tactic Scope field.  Categorizing a tele tactic as ‘In scope’ tells the Collaborate Shared Template to apply account-level suppression and to bypass contact-level suppression when processing contact records which are targeted for the tele tactic. select ‘Reactive’. the Acquisition Preference Code picklist will be populated with the list of active acquisition companies. No action is required for a tactic that is not related to an acquisition. ‘Reactive’ is the appropriate choice in this scenario because the 101UT01T tele tactic will only be delivered to contacts who accepted the ‘call me’ offer presented on MAT 5. which designates whether the T-code is categorized as reactive.  Categorizing a tele tactic as ‘Not scope’ tells the Collaborate Shared Template to apply account and contact-level suppression & TMS when processing contact records which are targeted for the tele tactic. 21.  Categorizing a tele tactic as ‘Reactive’ tells the Collaborate Shared Template to bypass account and contact-level suppression & TMS when processing contact records which are targeted for the tele tactic. MAT checks for contactlevel permissions/suppressions from the acquired company client database. 20. Select All IBM – No Acquisition Marketing Company in Acquisition Preference Code.December 2014 MAT Training for Demand Programs Professionals Page 82 of 231 . IBM scope of transaction policy permits delivery of only one in-scope follow-up tactic per response.

If the tactic code displayed is not the correct one. most of the Tactic Information section will be automatically populated from the system that generated the tactic code. enter ‘101UT01T’ and click ‘Select’ button. MAT will display all the tactic codes which contain that character string anywhere in the tactic code value. 22. the ‘tactic_code_id’ column label has been changed to ‘camp_group_name’ and the Group value will be displayed. Like the Campaign Information section above. In Tactic Code. In Production.the registration form tied to the internet banner – in other words. 23. MAT will display all the selectable tele tactic codes for the designated country and IBM campaign ID. Scroll down to Tactic Information section.  If you enter a partial tactic code in the Tactic Code field. In the pop-up window that displays. review the tactic code name and tactic type data displayed to verify that the tactic code is the correct one. 24. 25. MAT provides two ways to accept your tactic code selection: MAT 5.December 2014 MAT Training for Demand Programs Professionals Page 83 of 231 . The find function supporting this field does not search the tactic code name or tactic type fields for the character string entered.0 . use the Find/Clear buttons and search field at the top of the window to find and select a different tactic code.  If you leave the field blank and click ‘Select’. only those who asked to be called.

Scroll down to the eNurture stream section. you will get a ‘No item selected’ error box. the window will close and most of the data fields in the Tactic Information section will be automatically populated. MAT 5. Due to a limitation in MAT Leads. This value is always the most appropriate choice when a “Call me” offer is presented since the LDR making the call is fulfilling the customer’s “call me” request. The fields in this section allow the user to designate a pre-defined series of emails which will be delivered to all responders to the tactic being registered in this entry. 26.December 2014 MAT Training for Demand Programs Professionals Page 84 of 231 .0 . responders to the 101UT01T tele tactic are not being routed into a nurture stream. select ‘SB_Call_Request_Fulfillment_Generic’. Once the tactic code selection has been accepted. tele tactics are limited to a single offer. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. If you click ‘Accept and Close’ without highlighting a data row in the window. 27. In the Offers window. In production. Double-click on the tactic code data row OR  Highlight the tactic code data row and click ‘Accept and Close’ button. According to the campaign design.

Verify that the tactic code and other entries are accurate:  Name should follow the naming convention & be spelled correctly  Campaign ID should be ‘101UT’  DB Marketer field should be populated with a valid intranet ID  Tactic Scope should be ‘Reactive’  Tactic Code should be ‘101UT01T’  Offer should be ‘SB_Call_Request_Fulfillment_Generic’  eNurture Stream fields should still show the defaults Tactic Activation 32. The Step 2 screen is the People tab. you would select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view. Click Next>>. MAT 5. Click Status link beside the On-demand Campaign name.Skip the eNurture Stream section. 33. Select Start On-demand Campaign. 30. IBM does not use the Attachments tab. Click Next>>. Click Finish. 29. 28. Verify Entries 31.0 .December 2014 MAT Training for Demand Programs Professionals Page 85 of 231 . In Production.

then wait while MAT refreshes the screen and turns the green arrow in the Next Run pane from gray to green. but when/if a contact responds to any reach or attract tactic which has designated 101UT01T as the follow-up tele tactic to contacts who accept the “call me” offer. Click Continue button in the Comments window. clicking the green arrow does not write the 101UT01T tactic code to contact history or trigger delivery of the tactic code to Leads.34. MAT 5.December 2014 MAT Training for Demand Programs Professionals Page 86 of 231 . MAT Actions Activating the Collaborate entry by clicking the green arrow ensures that the 101UT01T code shows an In Progress status and is selectable in other On-demand Campaign entries as the follow-up tele tactic to deliver to responders who accept a “call me” offer. 37. MAT will write the tactic code to the responder’s contact history & route the contact record to MAT Leads at that time. Watch as job progresses from Queued to Running to Run finished. Confirm that status at the top of the screen shows as In Progress. 36.0 . In this scenario. 35. Click the green arrow in the Next Run pane.

Tactic Registration 1. Click the plus sign beside All Geos.0 . 5. then select Add an Ondemand Campaign from the pull down menu.Hands-on exercise: Reactive internet banner Google banner 101UT01W Collaborate Shared Template: WW Attract Tactic Registration In this exercise. 3. Maximize the window presented. MAT 5. Click on WW Attract Tactic Registration to highlight template name.December 2014 MAT Training for Demand Programs Professionals Page 87 of 231 . click Actions. Click the plus sign beside Shared Templates. 4. 2. click Add an On-demand Campaign link. From an On-demand Campaign entry. you will register the campaign’s internet banner as an “attract” tactic and designate the 101UT01T tele follow-up to be delivered to contacts who respond to the internet banner with a “Call me” request. From the Home page.

populate Name using naming convention of Scope_MasterProgramShortName_TacticCode_TacticDesc For the purposes of this exercise. 7. On the Step 1 screen. Skip the Description field. 11.  When you’re working in a Collaborate Shared Template which is designed for worldwide use. 12. insert your three-character initials at the front of the Name where XXX is your initials: XXX_US_SB_101UT01W_GoogleBanner 8. the field displays country values for all MAT-boarded countries. 13. the country list is usually limited to the countries in that geography. click the pulldown arrow to display the list of countries.  When you’re working in a Collaborate Shared Template designed for geo-specific use. MAT 5.6. Click Continue button at the bottom of the screen.December 2014 MAT Training for Demand Programs Professionals Page 88 of 231 . 9.0 . whereas the production environment will display MAT-boarded countries only. The training environment displays a list of all countries. On-demand Campaign Code will be system-generated. In Market Country. 10. Security Policy defaults to Global and should be left as-is. Target Start and Target End date can be left blank. Scroll down to highlight/select ‘United States’.

14. MAT provides two ways to accept your IBM Campaign ID selection:  Double-click on the campaign ID data row. use the Find/Clear buttons and search field at the top of the window to find and select a different campaign ID.  If you leave the field blank and click ‘Select’.  Highlight the campaign ID data row and click ‘Accept and Close’ button.December 2014 MAT Training for Demand Programs Professionals Page 89 of 231 . MAT will display all the selectable campaign IDs for the designated country. 100 or UT) character string in the IBM Campaign ID field. MAT will display all the campaign IDs which contain that character string anywhere in the IBM Campaign ID value. the window will close and most of the data fields in the Campaign Information section will be automatically populated. you will get a ‘No item selected’ error box. The field is not case-sensitive.  If you enter a partial campaign ID (601.0 . The find function supporting this field does not search the campaign name or program profile fields for the character string entered. If you close ‘Accept and Close’ without highlighting a data row in the window. 15. It will accept ‘101UT’ or ‘101ut’ or ‘101Ut’ or ‘101uT’. If the campaign ID displayed is not the correct one. review the campaign name and program profile data displayed to verify that the campaign is the correct one. In the pop-up window that displays. In IBM Campaign ID. Once the IBM Campaign ID selection has been accepted. 16. enter ‘101UT’ and click ‘Select’ button. MAT 5.

0 .  If you enter a partial tactic code in the Tactic Code field. In Tactic Code. MAT 5. most of the fields in the Tactic Information section will be automatically populated.17.December 2014 MAT Training for Demand Programs Professionals Page 90 of 231 . On Production. The find function supporting this field does not search the tactic code name or tactic type fields for the character string entered. you would enter the Notes ID of the Database Marketer responsible for this campaign/tactic. enter your own Notes ID. Scroll down to Tactic Information section. In the pop-up window that displays. enter ‘101UT01W’ and click ‘Select’ button. 20. MAT will display all the tactic codes which contain the character string anywhere in the tactic code value. In Production. Like the Campaign Information section above. 19. the ‘tactic_code_id’ column label has been changed to ‘camp_group_name’ and the Group value will be displayed. For the purposes of this exercise. review the tactic code name and tactic type data displayed to verify that the tactic code is the correct one. MAT will display all the selectable tactic codes for the designated country and IBM campaign ID. 18.  If you leave the field blank and click ‘Select’. The DB Marketing field is not populated because the data is not captured in the system that generates tactic codes.

The fields in this section allow the user to 1) designate which tele tactic to deliver to responders. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. Scroll down to the Tele Followup section. MAT 5. hold down the CTRL key to select two offers presented by the Google banner:  ‘IK_Information_Kit_Campaign-Specific’  ‘SB_Follow-up_Call_Generic’ In production. the window will close and the data fields in the Tactic Information section will be automatically populated.December 2014 MAT Training for Demand Programs Professionals Page 91 of 231 . 24. 22. 23. MAT provides two ways to accept your tactic code selection:  Double-click on the tactic code data row OR  Highlight the tactic code data row and click ‘Accept and Close’ button. Attract tactics can support multiple offers. 21. In the Offers window. and (3) specify whether the tele tactic will be delivered to all responders or only those who requested a call. Once the tactic code selection has been accepted.0 .If the tactic code displayed is not the correct one. If you click ‘Accept and Close’ without highlighting a data row. you will get a ‘No item selected’ error box. use the Find/Clear buttons and search field at the top of the window to find and select a different tactic code. (2) identify which tele resource organization the calls should be routed to in Leads.

According to the campaign design, any contact who accepts the “Call me” offer
presented on the Google banner’s registration form should be called under the
101UT01T follow-up tele tactic.
25. In Tele Followup Tactic, select the entry for 101UT01T you created earlier.
Only T-codes for which an On-demand Campaign is in ‘In Progress’ status appear.
26. Select ‘Yes’ in Followup on Call Requests Only field since 101UT01T should be
delivered only to contacts who accepted the “Call me” offer on the Google banner.
This field allows you to designate whether the tele tactic should be delivered only to
contacts who requested “call me” or to all responders to the event.

Selecting ‘Yes’ means that only responders to the Google banner who
specifically requested a follow-up call by accepting a “call me” offer will be tagged
with the T-code for the follow-up tele call.

Selecting ‘No’ means that all responders to the Google banner will be tagged
with the T-code for follow-up tele call.

27. In the Tele Followup Resource field, select ‘ibm.com (AG)’ as the tele resource
organization which should deliver the follow-up tele.

28. Scroll down to the eNurture Stream section.
The fields in this section allow the user to designate a pre-defined series of emails
which will be delivered to all responders to the tactic being registered in this MAT
entry.

According to the campaign design, responders to the Google banner should not be
routed into a nurture stream. Skip the eNurture Stream section.
29. Click Next >>.

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30. The Step 2 screen is the People tab. In Production, you would select MAT users
who should see the entry in their My On-demand Campaigns view.
Click Next >>.
31. IBM does not use the Attachments tab. Click Finish.

Verify Entries
32. Scroll down to verify tactic code, offers and other values are correct.

Name should follow the naming convention & be spelled correctly

Campaign ID should be ‘101UT’

DB Marketer field should be populated with a valid Notes ID

Tactic code should be ‘101UT01W’

Tactic Name should be ‘Google Banner’

Offers should be ‘IK_Information_Kit_Campaign-Specific’ and ‘SB_Followup_Call_Generic’

Tele Followup Tactic should be ‘101UT01T’

Followup on Call Requests Only should be set to ‘Yes’

Tele Followup Resource should be ‘ibm.com (AG)’

eNurture Stream fields should still show the defaults

Tactic Activation
33. Click Status link beside the On-demand Campaign name.

34. Select Start On-demand Campaign.

35. Click Continue in the Comments window, the wait while MAT refreshes the screen
and turns the green arrow in the Next Run pane from gray to green.
36. Click the green arrow in the Next Run pane.

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37. Watch as job progresses from Queued to Running to Run finished.

38. Confirm that status at the top of the screen shows as In Progress.

MAT Actions
As responses to the 101UT01W Google banner are fed into MAT from IWM, that
response data will be stored in MAT response history for use in reporting.
Since the Collaborate entry designates 101UT01T as the follow-up tele tactic for Google
banner responders who accept the “call me” offer, MAT will also write the 101UT01T
tactic code to contact history for responders who accepted the offer and route the
contact record with the 101UT01T tactic code attached to MAT Leads.

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Hands-on exercise: Response-triggered proactive email
Single follow-up email 101UT01E
Collaborate Shared Template: Response Proactive Email
In this exercise, you will perform the steps to create the On-demand Campaign entry
required to trigger delivery of a ‘Peak Performance Update’ email to all responders to
the 101UT01D “Peak Mailing” direct mail tactic.
Based on the campaign design, delivery of the follow-up email is under the ‘scope of
transaction’ guidelines which allow a single follow-up tactic to bypass contact-level
suppression and touch monitoring as long as the follow-up tactic explicitly
acknowledges the prior transaction (response) and is directly aligned to the interest
demonstrated by that response, thereby ‘continuing the marketing conversation’.
This exercise includes the steps involved to register an email tactic in MAT, upload
email creative, send and approve test emails and activate the tactic pending the capture
of direct mail tactic responses which will trigger delivery of the single follow-up email. It
will also show how to set-up this email depending upon whether responses will come
into MAT in one batch or over a period of time.
Special note on email footers
MAT appends an email opt-out footer to all response-triggered proactive emails. The
language utilized for the email footer in the Response Proactive Email Collaborate
Shared Template is determined by a couple of factors:
 Production email: The value selected in the Market Country field
 Test emails: The language selected in the Language field in the Test Recipients
section of the Mailing Information tab

Tactic Registration
1. If you’re on the Home page, click Add an On-demand Campaign link.
If you’re in an On-demand Campaign entry, click Actions button at the top right of
the screen, then select Add an On-demand Campaign from the pull down.
2. Maximize the window presented.
3. Click the plus sign beside Shared Templates.
4. Click the plus sign beside Americas Geo.
5. Click AM Response Proactive Email 2v to highlight the template name.

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enter the ONDC name in Name using naming convention of Scope_MasterProgramShortName_TacticCode_Tactic Desc (replacing the default value if there is one). 13. Scroll down to Campaign Information section. click the pulldown arrow to display a list of countries. the country list is usually limited to the countries in that geography. 8. In Market Country.December 2014 MAT Training for Demand Programs Professionals Page 96 of 231 . Target Start and Target End date can be left blank. Scroll down to highlight/select ‘United States’. Security Policy defaults to Global and should be left as-is. 11. Click Continue button at the bottom right of the screen.0 . 9. Skip the Description field.  When you’re working in a Collaborate Shared Template designed for geo-specific use. On the Step 1 screen. MAT 5. 7.6. For this exercise. 10. 12. use XXX_US_SB_101UT01E_PeakPerformanceUpdate where XXX is your initials. On-demand Campaign Code will be system-generated.

The find function supporting this field does not search the campaign name or program profile fields for the character string entered. you will get a ‘No item selected’ error box. review the campaign name and program profile data displayed to verify that the campaign ID is the correct one. In the pop-up window that displays. 100 or UT) character string in the IBM Campaign ID field. MAT 5. MAT will display all the campaign IDs which contain that character string anywhere in the IBM Campaign ID value. .0 .December 2014 MAT Training for Demand Programs Professionals Page 97 of 231 .14. MAT will display all the selectable campaign IDs for the designated country.  If you leave the field blank and click ‘Select’. MAT provides two ways to accept your campaign ID selection:  Double-click on the campaign ID data row  Highlight the campaign ID data row and click ‘Accept and Close’ button. enter ‘101UT’ and click ‘Select’ button. In IBM Campaign ID. 15. 16. If you click ‘Accept and Close’ without highlighting a data row in the window.  If you enter a partial campaign ID (601.

com’ from the list.December 2014 MAT Training for Demand Programs Professionals Page 98 of 231 . In Production. The DB Marketing field is not populated because the data is not captured in the system that generates tactic codes. 18.17. The field does support type-ahead to position to first letter of the user’s ID. select ‘lboon@us. For the purposes of this exercise.0 . the choices are All IBM – No Acquisition Marketing Company or a list of acquisition companies that are not yet fully migrated onto IBM marketing systems. you would select the Database Marketer or Unica Specialist who should receive email notification when the mail list export file is sent to the IBM secure server. In Acquisition Preference Code field. The DB Marketing field is populated from a pull-down which lists the IBM intranet IDs of MAT users authorized in the Campaign module.ibm. MAT 5.

 Categorizing the email as ‘In scope’ tells the Collaborate Shared Template to apply account-level suppression and bypass contact-level suppression and TMS when processing contact records which are targeted for this email. 24. 23. the Acquisition Preference Code picklist will be populated with the list of active acquisition companies. MAT 5. In most cases. key in ‘101UT01D’. the choices are ‘In Scope’ or ‘Not Scope’. MAT checks for contactlevel permissions/suppressions from the acquired company client database. when a follow-up tactic is categorized as not-scope. 20. 21.  Categorizing the email as ‘Not scope’ tells the Collaborate Shared Template to apply account and contact-level suppression & TMS when processing contact records which are targeted for this email. In Source Tactic Code field.0 . The Scope of transaction field designates whether the email is in-scope responsetriggered proactive or not-scope response-triggered proactive. Scroll down to the Source Tactic Code section. When an acquisition company is selected. In the Scope of transaction field. Leave the default as All IBM – No Acquisition Marketing Company in Acquisition Preference Code.December 2014 MAT Training for Demand Programs Professionals Page 99 of 231 . The default value for a new On-demand Campaign is ‘All IBM – No Acquisition Marketing Company’. 22.  For new On-demand Campaigns for acquired companies. Select ‘In Scope’ in Scope of Transaction. 19. No action is required for a tactic that is not related to an acquisition. IBM scope of transaction policy permits delivery of only one in-scope follow-up tactic per response. responders are also receiving another follow-up tactic which has been categorized as inscope. Scroll down to the Scope of Transaction section.

0 . the 101UT01E Peak Performance Update email will be delivered to all responders to the 101UT01D “Peak Mailing” direct mail tactic. select “Attended”  If the source tactic code is an M-code (event) and you want the email creative sent only to event no-shows. In Tactic Code. the opening paragraph of the email will acknowledge the customer’s prior response to the direct mail tactic and will ‘continue the marketing conversation’ by introducing a series of success stories illustrating how Lotus has contributed to the “peak performance” of IBM clients in a variety of industries. enter ‘101UT01E’ and click ‘Select’ button. In the Response Type field. Scroll down to the Tactic Information section. The follow-up email is categorized as response-triggered proactive because it’s being delivered based on the campaign design (proactive) but only to responders to a prior tactic (response-triggered). 27. most of the fields in the Tactic Information section will be automatically populated. select “No Show”  If the source tactic code is an M-code (event) and you want the same email creative sent to both attendees and no-shows. so you must enter the tactic code carefully to ensure accuracy. select “Web Response”  If the source tactic code is an M-code (event) and you want the email creative sent only to event attendees. According to the campaign design. select Web Response from the options presented. 25. The field allows you to designate which responses to the source tactic code will be targeted with the response-triggered proactive email you’re registering:  If you want the same email creative sent to all responses to the source tactic code which come in via the web. select “All” 26.December 2014 MAT Training for Demand Programs Professionals Page 100 of 231 . MAT 5.There are no Select/Clear buttons associated with this field. In accordance with the guidelines for delivering a follow-up tactic as ‘scope of transaction’. Like the Campaign Information section above. It’s designed as a userentry field and does not link to any picklist of valid values.

Scroll to the bottom of Summary tab. 29. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type.28. Click Next>> The Step 3 screen is the Attachments screen.December 2014 MAT Training for Demand Programs Professionals Page 101 of 231 . The Step 2 screen is the People tab. hold down the CTRL key to select two offers:  ‘IK_Information_Kit_Campaign-Specific’  ‘WP_White_Paper_Campaign-Specific’ In production. 31. If the tactic code displayed is not the correct one. MAT 5. the ‘tactic_code_id’ column label has been changed to ‘camp_group_name’ and the Group value will be displayed. In Production. review the tactic code name and tactic type data displayed to verify that the tactic code is the correct one. If you click ‘Accept and Close’ without highlighting a data row in the window. Creative Upload 33. use the Find/Clear buttons and search field at the top of the window to find and select a different tactic code. Click Next>>. In the Offers field. Click Finish. you would select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view. 34. you will get a ‘No item selected’ error box. In Production. 30. MAT provides two ways to accept your tactic code selection:  Double-click on the tactic code data row OR  Highlight the tactic code data row and click ‘Accept and Close’ button. Click Upload button at the bottom of the screen. In the pop-up window that displays.0 . 32.

37. please enter your camstudent ID and password. 36. The same ID/password must be used both to create the On-demand Campaign entry and to access the MAT File Import Tool to upload the email creative associated with the On-demand Campaign entry. Maximize the window which opens to the MAT File Import sign-in screen. MAT 5. Highlight the zip file you wish to upload and click Open button.December 2014 MAT Training for Demand Programs Professionals Page 102 of 231 .35. 39. On the Email Creative Upload screen. In Training. Navigate to the folder on your hard-drive where the zip file containing the appropriate email creative for 101UT01E is saved.0 . 38. Click Submit button. click Browse button. In Production. 40. you will sign on using your IBM intranet ID and password.

MAT will insert the file path in the Creative Package field. Click Submit button.December 2014 MAT Training for Demand Programs Professionals Page 103 of 231 .0 . 41. The Email Creative Properties window displays: MAT 5.

42. but the value can be replaced. Be aware that what our customers see in their inbox and what we as IBMers see in our inbox differs because IBM’s Notes server network overrides the entry in the Sent From field when a test email or seed list email is delivered to an IBMer. MAT 5. Check “Lotus Marketing” appears in the Sent From box. The customer sees: The Sent From in this example is “IBM Software” and the actual sent-from email address is mktcmpid@us.ibm. The Sent From (Display Name) box displays the text which will appear as the sender in the email recipient’s in-box.December 2014 MAT Training for Demand Programs Professionals Page 104 of 231 .com. When an incoming test email or seed list email is processed by the Notes server network in IBM. The value in the Sent From box defaults to “Lotus Marketing”.0 . Do not use any “special characters” in your Sent From entry. the email appears to come from “swunica” no matter what was entered in the Sent From field in the MAT File Import Tool.

This email address is the standard reply-to address for North America.ibm. MAT 5. Enter “Take a peek at Lotus’ success stories!” in Subject. The Email Document field displayed a system-generated document ID.43. It is not necessary to put the subject line in quotation marks. keep in mind that the subject line may be truncated in the recipient’s in-box view based upon their email engine settings  IBM must align to any country legal or policy statements which require the use of specific words in the subject line of an email to indicate that the content included is a marketing message. MAT File Import Tool validates the entry to ensure it includes an @ sign.com in the Reply To box. The Subject box specifies the text which will appear as the email’s subject in the recipient’s in-box.’ ‘event. .0 . 44. Special Notes:  While MAT will accept a subject line up to 200 characters. Likely each IMT or country has a standard email address used for this purpose.  MAT will not accept special characters in any field on the page: \ / : * ? " < > | & $. The subject lines in these exercises include words like ‘newsletter.December 2014 MAT Training for Demand Programs Professionals Page 105 of 231 .’ and ‘demo. The File field displays the unzipped name of the file you uploaded. Enter netreply@us. but you will need to check your own local laws and policies on subject line content. The Reply To box designates the email address customer responses should be routed to if the recipient uses the Reply function in their email in-box.’ to align to US guidelines.

Click Save button to save your entries and close the window. The Email Creative Import Status window shows the status of your import: Upload to staging area action will show SUCCESS. 46. MAT 5. but the process to import and publish the email creative can take up to 20 minutes on Production depending on the timing of your upload relative to the schedule under which the upload processing jobs run. Skip the optional Reminder subject field. Use of reminders is not appropriate for response-triggered emails since reminders are delivered at a designated date/time which cannot be predetermined for response-triggered tactics.December 2014 MAT Training for Demand Programs Professionals Page 106 of 231 .45. 47. Click Confirm button on the Email Creative Import window presented.0 .

In IBM Campaign ID. the cycle runs every 5 minutes. 56.December 2014 MAT Training for Demand Programs Professionals Page 107 of 231 . Designate Mailing Information 49. Click the Edit link beside the On-demand Campaign name. enter ‘101UT’ and click the ‘Select’ button. campaign ID and tactic code values were already selected on an earlier screen in this exercise. 52. enter ‘101UT01E’ and click the ‘Select’ button. accept your IBM Campaign ID selection:  Double-click the 101UT campaign ID data row OR  Highlight the 101UT campaign ID data row. accept your tactic code selection:  Double-click the 101UT01E tactic code data row OR  Highlight the 101UT01E tactic code data row. the jobs run at 05. then click ‘Accept and Close’ 55. The country. select US-101UT01E-LPP Update. MAT 5. In Tactic Code. 51. 48.0 . In Mailing Document. 50. Scroll to the top of the Summary tab. but they must be selected again here. Click on Mailing Information tab. 35 and 50 minutes after the hour. Click Close to exit the MAT File Import window. 20. In Training. In the pop-up window that displays. scroll down to highlight/select ‘United States’.On Production. MAT architecture doesn’t allow for the data values in these fields to inherit into the Mailing Information tab based on the earlier selections. In the pop-up window that displays. 53. 54. then click ‘Accept and Close’ 57. In Market Country.

 Selecting “None” inserts no greeting.  Selecting “Dear John Smith” will insert the English greeting “Dear” in front of the target contact’s first and last name  Selecting “Dear John” will insert the English greeting “Dear” in front of the target contact’s first name. salutation or name. your selection in the field will have no impact on the format of outgoing emails.  Selecting “Dear Mr. If the HTML token was not used in the creative. It’s not a valid selection on response proactive emails triggered by response to a prior tactic. Select ‘None’ in Salutation Format field. 59. Click the pull-down arrow in Salutation Format to review the options available: The Salutation Format field allows you to designate the format you want used for your email recipients if the **SALUTATION** token is included in the HTML uploaded as email creative.The Mailing Document field will be blank if:  You have not yet uploaded the email creative using the Upload link on the Summary tab  You entered the Campaign ID and/or Tactic Code but did not click the Select button to accept the value on the pop-up window 58. Smith” will insert the English greeting “Dear” in front of the target contact’s salutation code and last name.  “Complete salutation field” is only relevant for proactive email tactics using a target audience list.0 .December 2014 MAT Training for Demand Programs Professionals Page 108 of 231 . MAT 5.

As owner of an entry on Production. 63. every response would trigger delivery of another copy of the tactic to the seed list. 64. Based on the campaign design. enter addressee data for up to five test email recipients.. Mrs.. Skip the Tele Followup section. there is no follow-up tele planned for responders to the follow-up email. the correct legal footer that is appended to both the email in the client’s inbox as well as the online email version is determined by the value selected in the Market Country field. leaving the default value of ‘No’. Only a subset of the list displays in Training. Many MAT users set up a separate email in-box with a widely-used internet service provider for test emails so they can see how the emails render outside of Lotus Notes. In Production. 62. Use of reminders is not enabled for response-triggered proactive email tactics since reminders are delivered at a designated date/time. The Title field is intended to be used to specify the test email recipient’s salutation. Skip the Reminder Email field. as will any/all MAT users you have already designated on the People tab. In the Test Recipient fields. Select the appropriate Language value for each test email recipient from the pulldown presented.0 . leaving the default value of ‘None’. Skip the Internal Seed List field. 61. you will automatically receive a test email. The Title value specified here is used in the test emails in the salutation format if the **SALUTATION** token is used in the HTML. such as Mr. In Production. which cannot be predetermined for response-triggered proactive tactics.60. Review the data inherited in the Tactic Information section: 65. If it were. Use of seed lists is not enabled for response-triggered proactive email tactics. language options to support all boarded IMTs are presented.December 2014 MAT Training for Demand Programs Professionals Page 109 of 231 . MAT 5. or Dr.

responders to this follow-up email are not routed into a nurture stream. Verify that the test email recipient email addresses. offers and other values selected are correct. 67. 70. title and name data entered are accurate. verify that the entries are correct:  Market Country should be ‘United States’  IBM Campaign ID should be ‘101UT’  Tactic Code should be ‘101UT01E’  Mailing Document should reflect the 101UT01E tactic code and follow-up email description  Salutation Format should be ‘None’ 69. Skip the eNurture Stream section. Pay particular attention to the accuracy of the source tactic code since the value was manually entered and not selected from a picklist. Click Save Changes button at the bottom of the screen. Based on the campaign design.December 2014 MAT Training for Demand Programs Professionals Page 110 of 231 . Verify Entries – Summary tab 71.  Name should follow the naming convention and be spelled correctly MAT 5. leaving the default of ‘None’ in eNurture Stream. Verify Entries – Mailing Information tab 68. Click Summary at the top of the screen to navigate to the Summary tab.0 . Verify that the tactic code.66. While still on the Mailing Information tab.

Click Close button to close the MAT File Import window. Navigate back to the Summary tab. In Production. 76. Click Status link beside the On-demand Campaign name. MAT 5. You may or may not have to log in to the MAT File Import tool again. IBM Campaign ID should be ‘101UT’  DB Marketer field should be populated with a valid IBM intranet ID  Acquisition Preference Code field should be ‘All IBM – No Acquisition Marketing Company’  Source Tactic Code should be ‘101UT01D’  Tactic Code should be ‘101UT01E’  Tactic Name should show ‘Peak Performance Update’  Offers should show ‘IK_Information_Kit_Campaign-Specific’ and ‘WP_White_Paper_ Campaign-Specific’ Send Test Emails 72. use your student ID and password.0 . you will sign on to the MAT File Import tool using your IBM intranet ID and password. 77. Verify that email creative upload process is complete: 75. 73. 74. If so. Scroll to the top of the Summary tab.December 2014 MAT Training for Demand Programs Professionals Page 111 of 231 . Scroll down to click Status link at the bottom of the screen.

In Production.txt or . when the task message displays “Run finished. 82.  Re-save the creative file (. 80. Select Start On-demand Campaign from the menu presented.zip file can be saved with a separate file name to indicate version number. 83. Click Cancel when the warning message about modifying dates appears. The training environment is not linked to an email engine. Click the green arrow to trigger delivery of the newsletter’s test emails. as will everyone designated as a test email recipient on the Mailing Information tab and any/all MAT users designated on the entry’s People tab. MAT 5. not that the test emails have been sent out. Click Continue button on the Comments window presented. 79. In Production. the owner of the On-demand Campaign entry will automatically receive the test email. delivery to your in-box may depend on network speed and how frequently your Notes mail replicates with the server. Test Email Review If errors are identified in the email creative:  Arrange for corrections to be made in the email creative.html) with the same file name as the original. Summary tab will now show that Next Run will send test emails.December 2014 MAT Training for Demand Programs Professionals Page 112 of 231 . It may take as much as an hour for the test emails to be sent from MAT. 81.” that indicates that the job has been added to the queue for processing. Once they have been sent. Watch as job progresses from Queued to Running to Run finished.0 . so test emails are not really sent out when we initiate the ‘send test email’ task during training.78. The .

MAT 5.  Click Status link beside the On-demand Campaign name. Click Test Email Approval link to open a workflow window for the task. the MAT File Import Tool will replace the original files with the new ones. Test Email Approval Test email approval must be documented in MAT since this is a potential audit point.  Click Upload link. The next step is to indicate that the test email content has been approved. The Workflow screen is broken by a vertical line into two tables.  Click the green arrow to re-send test emails with the corrected creative. click Status link beside the On-demand Campaign name.  Populate the fields in the MAT File Import Tool. 85. Scroll bars at the bottom allow you to scroll right in either table.  Open the Summary tab in edit mode. then save and confirm. there is no need to edit the Mailing Information tab to re-select the Mailing Document file name.  On the Summary tab. The workflow table will show the task to send test emails is 100% complete. Once the test emails have been sent.0 .December 2014 MAT Training for Demand Programs Professionals Page 113 of 231 .  Select Continue On-demand Campaign to re-start the campaign. 84. received and the test email creative has been approved.  Replace the creative package stored in the MAT File Import Tool. and since the files names are the same. re-access the On-demand Campaign entry and click Workflow tab at the top of the screen.  Select Pause On-demand Campaign.When you upload the corrected creative.

86. otherwise MAT will flag the dates in red on the workflow. Make sure the start date/time are after the previous task’s end date/time. 89. 88. use the calendar icon to select the date the test email approvals task began. Make sure the end date/time are after the task’s start date/time. 87. click Status pull down. In the Actual End field. Select Finished.December 2014 MAT Training for Demand Programs Professionals Page 114 of 231 . On the Post Task window presented. otherwise MAT will flag the dates in red on the workflow.0 . MAT 5. In the Actual Start field. which will change the % Complete field below to 100%. use the calendar icon to select the date the test emails approval ended.

0 . In the Comments field. Hint: To access the comments in the future. but those can be disregarded. Select ‘All Revisions’ from the pulldown on the right side of the screen. The comments entered showing who approved the test email will appear with the “Task Updated: 1. enter the names of those who approved the test emails. Click Save and Finish button at the bottom of the window. navigate to the Analysis tab using the >> arrows at the top of the screen.December 2014 MAT Training for Demand Programs Professionals Page 115 of 231 .MAT may display some computed target dates in the window. 90. 91. Workflow tab will show the task for Test Email Approval to be 100% complete: MAT 5.2 test email approval” entry.

Click the Summary tab at the top of the screen.Tactic Activation 92.0 . Ongoing response capture with end date for daily processing B. Next Run pane shows that the task to send production emails has not yet run: 93. Click the green arrow to activate the tactic. Watch as job progresses from Queued to Running to Run finished. Understanding when and for how long responses will be received and processed in MAT will determine how the Response Proactive Email template is set up for daily recurrence as follows: A. The emails will be sent when responses to the 101UT01D direct mail tactic are received from IWM and processed in MAT. the follow-up emails are response-triggered proactive. While you’ve clicked the green button which says ‘send production emails’. All responders to the 101UT01D direct mail tactic. whether they accept the brochure download. Awaiting Incoming Responses: Three (3) Scenarios Some source tactic codes will generate responses over a period of time. 95. will be sent the 101UT01E follow-up email. Ongoing response capture with no end date for daily processing C. so the email delivery will not take place immediately. Click Cancel when the warning message about modifying dates appears.December 2014 MAT Training for Demand Programs Professionals Page 116 of 231 . or both. whilst other source tactic codes will generate responses in one batch. The On-demand Campaign entry you’ve created here must be set up to run on a daily MAT 5. 94. request a “call me”. Batch response capture where all responses come into MAT at once Responses from the direct mail tactic are expected to come for as long as six months.

Click Run to send email to all Test Recipients task. 102. 101. it doesn’t send another set of test emails. 106. 100.December 2014 MAT Training for Demand Programs Professionals Page 117 of 231 . In the window presented. 103. 96.0 . verify that the status is now ‘On Hold’.basis so that the follow-up email is sent to direct mail responders as they come in from IWM and are processed in MAT. Click Continue button on the Comments window presented. a period of six months – and after which no more responses would be received. Click Save and Finish to return to the Workflow. [If the only button at the bottom of the window is a ‘Cancel’ button and there isn’t a ‘Save and Finish’ button in the window. change Status from Finished to Skipped. 99. Click Status link beside the On-demand Campaign entry name. 104. A. 105. Navigate to Workflow tab. MAT 5. Ongoing Response Capture: With end date for daily processing The example illustrated in this exercise is a response-triggered email sent to direct mail recipients who would be expected to respond over a defined period of time – in this exercise. On the right side of the screen. Bypass the Test Email Approval task on the Workflow. This ensures that when the On-demand Campaign executes again.] Workflow will show the task in italics and crossed out since the status is now Skipped. 97. Click Prepare for Recurrence task on the Workflow. 98. but does not process responses after the designated end date has been reached. Bypass the Run to send followup email task. Select Pause On-demand Campaign. it’s because the On-demand Campaign entry needs to be put in ‘On hold’ status using the ‘Pause On-demand Campaign’ option as described above. We will explore the steps for the other two scenarios at the end of this exercise. which is already 100% complete. We will need to set up daily recurrence so that MAT processes new responses every day for six months. but does not process responses after the designated end date has been reached.

Enter ‘100’ in the % Complete field. Workflow will show Prepare for Recurrence task in italics and crossed out since the status is Skipped. Enter a time that is after the prior task’s end time to avoid having the workflow display the times in red as being misaligned. 108. MAT 5.0 . 109.December 2014 MAT Training for Demand Programs Professionals Page 118 of 231 . Change Status from Pending to Skipped. 110. Select today’s date in Actual Start field.107. Click Save and Finish to return to the Workflow.

Setting the start date/time ensures the flowchart which runs behind the scenes to support this On-demand Campaign template will be run on a daily basis starting on the date/time you designate. Click Daily Run task on the Workflow. MAT 5. Leave the % Complete default value of 0%. 114. 113. set the target start date/time for 4 AM tomorrow.0 . How you edit this pane will determine whether the On-demand Campaign runs in the background on a daily basis to “catch” responses as they come in over time or if the On-demand Campaign runs only once on the assumption that all the responses from the source tactic will be loaded into MAT at one time. set the target start date/time for 10 PM tonight.111.  If it’s 4 PM now.December 2014 MAT Training for Demand Programs Professionals Page 119 of 231 . Set the Target Start and Target End to 12 hours beyond current date/time. Leave the Status on this pane as ‘Pending’. 112. Setting the prior tasks to Skipped status ensures that tasks such as sending test emails aren’t repeated every day when the On-demand Campaign entry is run.  If it’s 10 AM now.

121. Enter the ‘End by’ date as one week after responses are no longer expected to ensure incoming responses are sent from the response capture system and processed in MAT. 117. Verify that the status has changed back to In Progress.December 2014 MAT Training for Demand Programs Professionals Page 120 of 231 . Click Status link beside the On-demand Campaign entry name.0 . Select Continue On-demand Campaign on the Status pulldown. MAT 5. Click on the Recurrence tab. 118. 122. Verify that Frequency is set to ‘Daily’ and change Ending to ‘End by’. Click Save and Finish to return to the Workflow. Enter a date in ‘End by’ after which no new responses are expected to be processed in MAT. 116. In this exercise. Navigate back to the Summary tab. 119.115. Click Continue on the Comments screen presented. no more direct mail responses are expected after six months. 120. MAT will look for new responses every day until the designated end date has been reached.

Make your edits carefully. Sign in to MAT File Import Tool. that response data will be stored in MAT response history.December 2014 MAT Training for Demand Programs Professionals Page 121 of 231 .   Check the Status link at the bottom of the Summary screen. MAT 5. your properties edits will be in effect.Hint: Properties Edits after Activation Should you need to edit elements like Sent From or Subject on a response-triggered email after it’s been activated:         . Click Close on the Email Creative Import Status screen. Click Upload link at the bottom of the Summary tab. but any new emails sent to responders processed after the change should receive a version with the new edits in place. MAT Actions As responses to the 101UT01D direct mail tactic are fed into MAT from IWM. Edit the Email Creative Properties screen as needed. The job to load email creative uploads and property changes into MAT eMessage runs every 20 minutes on MAT Production. Click Go to Properties link. based on this entry Collaborate will trigger delivery of the 101UT01E follow-up email and write the 101UT01E tactic code to MAT contact history for each contact targeted with the email.0 . When status shows SUCCESS / SUCCESS. Click Confirm on the Email Creative Import screen. As the responses to the direct mail tactic are processed by MAT. Open the In Progress status On-demand Campaign entry. Click Save to save your changes. You cannot re-test the email since the On-demand Campaign entry is already in In Progress status.

Click Save and Finish to return to the Workflow. This ensures that when the On-demand Campaign executes again. 6. Another campaign might deliver a response-triggered email to contacts who would be expected to respond over a period of time with no end date by which no more responses would be received.December 2014 MAT Training for Demand Programs Professionals Page 122 of 231 .] Workflow will show the task in italics and crossed out since the status is now Skipped. 4. MAT 5. 3.0 . Select Pause On-demand Campaign. 8. In that case.B. we will need to set up daily recurrence so that MAT processes new responses every day indefinitely. it doesn’t send another set of test emails. Click Run to send email to all Test Recipients task. On the right side of the screen. 5. 7. verify that the status is now ‘On Hold’. Click Continue button on the Comments window presented. In the window presented. it’s because the On-demand Campaign entry need to be put in ‘On hold’ status using the ‘Pause On-demand Campaign’ option as described above. Ongoing Response Capture: No end date for daily processing The example illustrated in this exercise was a response-triggered email sent to direct mail recipients whose registration data comes into MAT over a defined period of time of six months. 1. [If the only button at the bottom of the window is a ‘Cancel’ button and there isn’t a ‘Save and Finish’ button in the window. Click Status link beside the On-demand Campaign entry name. change Status from Finished to Skipped. 2. Navigate to Workflow tab.

15. Enter a time that is after the prior task’s end time to avoid having the workflow display the times in red as being misaligned. Bypass the ‘Run to send followup email’ task. MAT 5. 11. Change Status from Pending to Skipped. 12. Click Prepare for Recurrence task on the Workflow. 14.9. which is already 100% complete. Select today’s date in Actual Start field. Enter ‘100’ in the % Complete field. 13. 10.0 . Click Save and Finish button to return to Workflow. Workflow will show Prepare for Recurrence task in italics and crossed out since the status is Skipped.December 2014 MAT Training for Demand Programs Professionals Page 123 of 231 . Bypass the Test Email Approval task on the Workflow.

MAT 5.December 2014 MAT Training for Demand Programs Professionals Page 124 of 231 . Verify that Frequency is set to ‘Daily’ and Ending is ‘Infinite’.0 . How you edit this pane will determine whether the On-demand Campaign runs in the background on a daily basis to “catch” responses as they come in over time or if the On-demand Campaign runs only once on the assumption that all the responses from the source tactic will be loaded into MAT at one time.  If it’s 4 PM now. Set the Target Start and Target End to 12 hours beyond current date/time.16. 19. Leave the Status on this pane as ‘Pending’. Setting the start date/time ensures the flowchart which runs behind the scenes to support this On-demand Campaign template will be run on a daily basis starting on the date/time you designate.  If it’s 10 AM now. Setting the prior tasks to Skipped status ensures that tasks such as sending test emails aren’t repeated every day when the On-demand Campaign entry is run. set the target start date/time for 10 PM tonight. set the target start date/time for 4 AM tomorrow. Click on the Recurrence tab. 17. Click Daily Run task on the Workflow. 21. 20. 18. Leave the % Complete default value of 0%.

22. the icon on the far right with the arrows indicates that it’s set up for recurring runs. 25. you will see that the entry is set up to run daily with number of days between occurrences set to 1. eliminating the use of unnecessary system cycles. 26. the background flowchart will no longer run on a daily basis. Note that while the ‘Send Production Email – Run to send followup email’ task says ‘Not scheduled for future runs’.December 2014 MAT Training for Demand Programs Professionals Page 125 of 231 . Click Status link beside the On-demand Campaign entry name. Select Continue On-demand campaign on the Status pulldown. If you cursor over the icon. Verify that the status has changed back to In Progress. MAT 5. but if the entry is cancelled or paused after all responses from the source tactic code (101UT01D in this case) have been processed. 24. Click Save and Finish to return to the Workflow. 27. Navigate back to the Summary tab. The timeframe is “infinite” since there is no end date. Click Continue on the Comments screen presented.0 . 23.

Navigate to Workflow tab. such as event attendees and noshows. [If the only button at the bottom of the window is a ‘Cancel’ button and there isn’t a ‘Save and Finish’ button in the window. Ongoing Response Capture: Batched response capture The example illustrated in this exercise was a response-triggered email sent to direct mail recipients who would be expected to respond over a defined period of time. Click Save and Finish to return to the Workflow. 10. 7. On the right side of the screen.] Workflow will show the task in italics and crossed out since the status is now Skipped. Bypass the Run to send followup email task. In the window presented. 9. 1. In that case. Click Continue button on the Comments window presented. 5. MAT 5. Bypass the Test Email Approval task on the Workflow. after which no more responses would be received. This ensures that when the On-demand Campaign executes again. 11. Select Pause On-demand Campaign. verify that the status is now ‘On Hold’. Another campaign may deliver a response-triggered email to contacts whose registration data comes in to MAT all at the same time. 2.0 . Click Status link beside the On-demand Campaign entry name. it’s because the On-demand Campaign entry needs to be put in ‘On hold’ status using the ‘Pause On-demand Campaign’ option as described above. but does not look for new responses after the designated end date has been reached. which is already 100% complete. 8. change Status from Finished to Skipped. 4. it doesn’t send another set of test emails.December 2014 MAT Training for Demand Programs Professionals Page 126 of 231 . 3. we will need to set up daily recurrence so that MAT processes the batch of responses sent from the response capture system (Example: GRP or AST). Click Prepare for Recurrence task on the Workflow. Click Run to send email to all Test Recipients task.C. 6.

0 . MAT 5. Workflow will show Prepare for Recurrence task in italics and crossed out since the status is Skipped. 13.12.December 2014 MAT Training for Demand Programs Professionals Page 127 of 231 . Select today’s date in Actual Start field. 15. Change Status from Pending to Skipped. Enter a time that is after the prior task’s end time to avoid having the workflow display the times in red as being misaligned. 14. Enter ‘100’ in the % Complete field. Click Save and Finish to return to the Workflow.

set the target start date/time for 10 PM tonight. Click Daily Run task on the Workflow. 17. set the target start date/time for 4 AM tomorrow.  If it’s 10 AM now. How you edit this pane will determine whether the On-demand Campaign runs in the background on a daily basis to “catch” responses as they come in over time or if the On-demand Campaign runs only once after the tactic has been activated on the assumption that all the responses from the source tactic will be loaded into MAT at one time. Leave the Status on this pane as ‘Pending’. Setting the start date/time ensures the flowchart which runs behind the scenes to support this On-demand Campaign template will be run on a daily basis starting on the date/time you designate.December 2014 MAT Training for Demand Programs Professionals Page 128 of 231 . Set the Target Start and Target End to 12 hours beyond current date/time. Setting the prior tasks to Skipped status ensures that tasks such as sending test emails aren’t repeated every day when the On-demand Campaign entry is run.  If it’s 4 PM now.0 . 19. Leave the % Complete default value of 0%.16. MAT 5. 18.

26. 21. 22. enter the ‘End by’ date as one week after the batch of responses should have been sent from the response capture system and processed in MAT.20. Navigate back to the Summary tab. Click Continue on the Comments screen presented. 27. 24. Click Status link beside the On-demand Campaign entry name. 23. Verify that Frequency is set to ‘Daily’ and change Ending to ‘End by’.December 2014 MAT Training for Demand Programs Professionals Page 129 of 231 . MAT 5. Click Save and Finish to return to the Workflow. Select Continue On-demand Campaign on the Status pulldown. 25. Verify that the status has changed back to In Progress. MAT will look for new responses every day until the designated end date has been reached. In the case of event attendees and no-shows. Click on the Recurrence tab. Enter a date in ‘End by’ after which no new responses are expected to be processed in MAT.0 .

Skip seed list. then set daily recurrence with or without a specific end date  ‘Continue On-demand Campaign’ to ensure status is ‘In progress’ and responses from the source tactic code trigger outgoing emails  Once all source tactic responses are in.December 2014 MAT Training for Demand Programs Professionals Page 130 of 231 . campaign ID. ‘Finish On-demand Campaign’ MAT 5.Collaborate Checklist: Response Proactive Email  Access geo ‘Response Proactive Email’ Collaborate Shared Template  Enter On-demand Campaign entry name using naming convention  Specify market country. tactic code.zip file. secure approvals  Update workflow to document test email approval including approvers  Activate ‘send production emails’ task pending incoming responses  ‘Pause On-demand Campaign’ and edit workflow: (1) if source tactic code responses will come in as a single batch. campaign ID and Database Marketer ID  In acquisition preference code. reminder fields  On Mailing Information tab. leave default as ‘All IBM – No Acquisition Marketing Company’  Indicate tactic delivery as in-scope or not-scope  In source tactic code. subject line  On Mailing Information tab. key in tactic code which appears on registrations which will be targeted with this follow-up email tactic  In tactic code. (2) if responses will come in over time.0 . designate country. enter test email recipients  On Mailing Information tab. designate sent from. links and footers. set ‘Run to send email to all test recipients’ to Skipped. reply to. select E-code for follow-up email tactic  Select offer(s) presented by the follow-up email tactic  Upload creative . Mailing Document and salutation format. set ‘Run to send email to all test recipients’ to Skipped. designate follow-up tele and/or nurture to be delivered to email responders  Confirm successful upload of email creative  Verify accuracy of all your entries  ‘Start On-demand Campaign’ from Status link  Trigger delivery of test emails  Review test email content. select acquisition company or if not applicable.

Colorado (CO).Hands-on exercise: Proactive direct mail Peak Mailing 101UT01D Collaborate Shared Template: Proactive Mail from List The first pure proactive tactic in the campaign’s design is the direct mail tactic referred to in the campaign architecture as the “Peak Mailing”. you will first review the audience list created for the tactic.0 .December 2014 MAT Training for Demand Programs Professionals Page 131 of 231 . Locate & Review the Tactic Audience List 1. 2. MAT 5. Arizona (AZ) or Texas (TX)  Contacts with an IT job function (job function code I)  Contacts in job levels 2. 3. Key ‘101UT01D’ in the Look For field at the top of the screen and click Find. To produce this list. In this exercise. a flowchart was created in MAT Campaign to select contacts from the Marketing Database (MDb) based on the following criteria:  Contacts in client tier B  Contacts residing in the states of New York (NY). 4 or 5 The flowchart also uses logic to apply account and contact-level suppressions and touch monitoring logic. Click Lists on the left-side navigator. 3. Florida (FL). Click the link to open the list named US_SB_101UT01D_PeakMailing. The mailing consists of a cardboard box with a triangular-shaped (mountain peak) puzzle inside along with a printed message that refers the recipient to an IWM response capture form on the web if s/he wishes to accept either or both of the tactic’s offers: brochure download and/or a follow-up call from IBM. then register the D-code in MAT and produce the mail list export file to be used by the mail house/letter shop.

The number is the list’s contact count. email address and telephone numbers. OK to email. If the list name reflects the 101UT01D tactic code. geo. Click the blue link. company name. Scroll down to the List Review section and note the blue link under Counts. 7.December 2014 MAT Training for Demand Programs Professionals Page 132 of 231 . not the list’s contact count.0 . These are indicators only and may not always be accurate. 8. but the list code could have changed if the list has since been rebuilt from the flowchart. job function. industry code. This report runs multiple pages.4. which is the list’s unique identifier within MAT. 5.  Complete Salutation column at the far right is only used for lists which support proactive email delivery so will always be blank for lists supporting direct mail. Maximize the list review window to see the columns displayed:  URN_CONT and URN_ACCT represent the unique record number (URN) in the Marketing Database (MDb) for the contact and account presented on the row. Permission/suppression indicators are being taken from the Preference Repository on the MDb which is not included in the list review. last name. etc. Scroll to the right to review all the columns in the report.  The values at the far right show the contact-level suppression markers: OK to mail. first name.  Contact-specific data is presented next: salutation code. MAT 5. then back to the left. job level. job title. OK to tele. The list code was 1812 when this print-screen was taken. Make a note of the list code. 6.  Account-specific data is presented first: country. Use the > icon to page forward to page 2. employee count. region. you are using the correct list. The most efficient way to exclude records from the list would be to exclude the records based on URN in the Campaign flowchart used to generate the list.

the instructor should refresh the list by clicking the green arrow. but in Production.9. MAT 5. the suppression & TMS markers on the contacts in the database do not change over time. Rather than burden the training environment with multiple users all refreshing the same list the same time (which would never happen in Production). In the training environment. a MAT user can delete individual records from a list by clicking the radio button beside a data row.0 . Clicking the ‘Decline All Records’ button will delete all contact entries from the list. Refreshing the list ensures that the data in the audience list is current and that all audience governance policies are honored when the tactic is executed. but in Production. then clicking ‘Save Selections’ button to remove the contact form the list. Refreshing the List Since legal restrictions and IBM policy require that we apply suppressions and touch monitoring logic to all our tactic audiences. every list should be refreshed against the database immediately before it is used for tactic execution. In Production. those markers are constantly being updated. Editing a List We won’t edit this list since it’s shared across all training participants and training classes. you should always refresh the audience list immediately before executing an On-demand Campaign entry using that list. Click Close button at the bottom right of the screen to close the list review window. which means that the audience count will likely change between the time the list was originally generated and the time it is used.December 2014 MAT Training for Demand Programs Professionals Page 133 of 231 .

MAT 5. To remove contacts or accounts from a list permanently. write down the list name. then select Add an Ondemand Campaign from the pull down menu. 14.0 . click Add an On-demand Campaign link. Click AM Proactive Mail from List to highlight the template name. 12. 15. 10. 13. If you’re in a list entry. list code & contact count Tactic Registration 11.December 2014 MAT Training for Demand Programs Professionals Page 134 of 231 . Once the refresh is complete. then click Add an On-demand Campaign link. click Actions. Maximize the window presented. any contacts you removed manually will reappear on the list since they still fit the audience selection criteria designated in the flowchart used to produce the list. it’s best to either manually delete them immediately before tactic execution or edit the flowchart to remove the contacts and/or accounts based on the MDb unique record number (URN). Click the plus sign beside Americas Geo.Keep in mind that if you edit a list from this screen and then refresh the list again later. If you’re in an On-demand Campaign entry. click On-demand Campaigns on the left-side navigator. Click the plus sign beside Shared Templates. If you’re on the Home page.

Skip the Description field. 21. On-demand Campaign Code will be system-generated.16. 17. highlight/select ‘United States’. Click Continue button at the bottom of the screen. Target Start and Target End date can be left blank. Scroll down to Campaign Information section.0 . 22. 20. 23. Security Policy defaults to Global and should be left as-is. enter ‘101UT’ and click ‘Select’ button. In Market Country. 19.December 2014 MAT Training for Demand Programs Professionals Page 135 of 231 . 24. MAT 5. In IBM Campaign ID. 18. enter XXX_US_SB_101UT01D_PeakMailing where XXX is your initials. Populate the Name field using naming convention of Scope_MasterProgramShortName_TacticCode_TacticDesc For this exercise.

The DB Marketing field is not populated because the data is not captured in system that generates tactic codes. In Production. 28. verify and accept your campaign ID selection. For the purposes of this exercise.December 2014 MAT Training for Demand Programs Professionals Page 136 of 231 . The default value for a new On-demand Campaign is ‘All IBM – No Acquisition Marketing Company’.0 .ibm.25. 26. In the pop-up window. The DB Marketing field is populated from a pull-down which lists the IBM intranet IDs of MAT users authorized in the Campaign module. you would select the Database Marketer or Unica Specialist who should receive email notification when the mail list export file is sent to the IBM secure server. MAT 5.  No action is required for a tactic that is not related to an acquisition.com’ from the list. select ‘lboon@us. The field does support type-ahead to position to first letter of the user’s ID. the choices are All IBM – No Acquisition Marketing Company or a list of acquisition companies that are not yet fully migrated onto IBM marketing systems. In Acquisition Preference Code field.

31. Based on the selections made in this section. 35. When an acquisition company is selected. For new On-demand Campaigns for acquired companies. hold down the CTRL key to select the two offers presented by the ‘Peak Mailing’ direct mail tactic:   ‘BR_Brochure_Campaign-Specific’ ‘SB_Follow-up_Call_Generic’ In production. 36.December 2014 MAT Training for Demand Programs Professionals Page 137 of 231 . and (3) specify whether the tele tactic will be delivered to all responders or only those who requested a call. The fields in this section allow the user to (1) designate which tele tactic to deliver to responders. select the On-demand Campaign entry already created for 101UT02T tele to Peak Mailing “call me” requests from responders to the direct mail. In Tele Followup Resource field. select ‘ibm. 37. 29. In Tele Followup Tactic field. Scroll down to the Tele Followup section. In Tactic Code. 34. the Acquisition Preference Code picklist will be populated with the list of active acquisition companies. (2) identify which tele resource organization the calls should be routed to in Leads. In the pop-up window. MAT 5. 33. direct mail recipients who accept the “call me” offer presented will be tagged with the 101UT02T tactic code and their contact records routed to Leads to be called by an LDR in the Americas ibm. select ‘Yes’. enter ‘101UT01D’ and click ‘Select’ button. 32. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. MAT checks for contactlevel permissions/suppressions from the acquired company client database.com (AG)’. Leave the default as All IBM – No Acquisition Marketing Company in Acquisition Preference Code. verify and accept your tactic code selection. In Followup on Call Requests Only field. In the Offers window.0 . Scroll down to the Tactic Information section. 30.com organization.

MAT 5.  Selecting ‘Yes’ will include contact records in the audience list which have a post office box address when the mail list export file is generated. The picklist of available lists shows the list name with the list code – not the contact count or list size – in parentheses. submit a ticket to the support desk to have the company added to the list. 43. leaving the default of ‘None’ in eNurture Stream. Scroll down to the List Information section. 40. 42. 39. Your selection in this field determines whether or not contacts for whom the MDb only has a post office box address should be included in the mail export file or not. Select ‘No’ in the Include PO Boxes field on the assumption that the carrier we’re using to deliver the dimensional mailing doesn’t deliver to post office boxes. In the List Selection box.  Selecting ‘No’ will exclude contact records in the audience list for which the MDb has only a post office address when the mail list export file is generated. The list of companies in the Mail Vendor field is filtered based on geography. Skip the eNurture Stream section. According to the campaign design.December 2014 MAT Training for Demand Programs Professionals Page 138 of 231 . We will talk more about the use of this value in the Special Considerations section of this training. In Mail Vendor. select ‘Staples’ from the list of mail houses presented.0 . It may be appropriate to use the geo-specific Default Mail Vendor in specific situations.38. 41. select the tactic audience list for 101UT01D that you reviewed at the beginning of this exercise. If the mail vendor you intend to use is not listed. Scroll down to the Mailing Information section. Peak Mailing responders are not routed into a nurture stream.

44.  Offer Code should show two offers: ‘BR_Brochure_Campaign-Specific’ and ‘SB_Follow-up_Call_Generic’. MAT 5. Click Next>>. Tactic Activation 49. 48. In Production. Click Status link beside the On-demand Campaign name.  Include PO Boxes should be set to ‘No’.  List Selection should reflect the list name/code for the Peak Mailing tactic. 45.  Acquisition Preference Code field should be ‘All IBM – No Acquisition Marketing Company’  Tactic Code should be ‘101UT01D’.0 . tactic should be ‘101UT02T’ with calls on request only set to ‘Yes’ and ‘ibm. In the Mailing Information section. verify that the entries are accurate:  Mail Vendor should be ‘Staples’. The Step 2 screen is the People tab. Verify that the tactic code and other entries are accurate:  Name should follow the naming convention & be spelled correctly.  DB Marketing should be populated with a valid intranet ID. 46.December 2014 MAT Training for Demand Programs Professionals Page 139 of 231 .com (AG)’ as the selected tele resource.  In the Tele Follow-up section. you would select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view. Verify Entries 47. Click Finish. IBM does not use the Attachments tab. Click Next>>.

52. the tactic audience list has already been generated and you’ve already associated it to the On-demand Campaign entry. Click Continue button on the Comments window.December 2014 MAT Training for Demand Programs Professionals Page 140 of 231 .0 . Watch as job progresses from Queued to Running to Run finished. 54. MAT 5. In Production. When status shows as Run finished. Click ‘Cancel’ on the pop-up window presented. 55. In the Proactive Mail from List template. Excluding contact records with only a post office box reduced the size of the targetable tactic audience list to 2512. the refreshed list count could also be affected by recent suppressions or other edits to the account or contact records in the MDb. 56. including the directive on whether/not to include post office boxes. 58. Select Start On-demand Campaign. In reality. MAT will refresh the audience list based on the selections made in the template. 57. Next Run pane shows the next task to be Audience List – Audience List Selection. Notice that the blue link to the list now shows a different contact count/list size than the list count showed before it was refreshed. The wording implies that the next step is to generate the tactic audience list. 53. Click the green arrow to trigger the Audience List – Audience List Selection task. To review the list. the screen will refresh to show data and a blue link in the List Review pane above.50. The original list had 2725 contacts. this task applies the logic to include or exclude contacts with post office box addresses (based on your selection in the Include PO Box field) and applies account and contact-level suppression & touch monitoring logic to the list one final time. Click the green arrow beside Audience List – Mail List Export to trigger creation of the mail list export file and write the D-code to MAT contact history table. click the blue list size link in the List Review pane. 51.

the mail list export file will be posted to an IBM secure server. Watch as job progresses from Queued to Running to Run finished. MAT will automatically send email notification of the file’s presence on the server to the Collaborate Shared Template owner. the mail house must use their IBM-assigned ID and password to access the secure server to collect the mail list export file. Within 10 days.0 . MAT 5. the Database Marketer specified on the entry and the mail house.December 2014 MAT Training for Demand Programs Professionals Page 141 of 231 . Sending Mail List Export File to Mail House or Letter shop Shortly after the Audience List – Mail List Export task shows Run finished. MAT Actions Clicking the green arrow to activate the Collaborate entry not only generates the mail list export file for the mail house to use. it also writes the 101UT01D tactic code to MAT contact history for each contact on the associated list.59.

0 .December 2014 MAT Training for Demand Programs Professionals Page 142 of 231 .MAT 5.

you would repeat these steps to create and activate an On-demand Campaign entry for each of the five invitation emails in the campaign’s design. but in the interest of time. The content of the reminder must be identical to the original. MAT 5. but the subject line on the reminder can differ from the original.0 .csv (comma separated values) or .Hands-on exercise: Proactive email Invitations 101UT02E-101UT06E Collaborate Shared Template: Proactive Email from List In this exercise. we will go through the steps for only one of the five.txt format can be uploaded to MAT. Seed lists in either . Email footers MAT appends an email opt-out footer to all proactive emails. The language utilized for the email footer is determined by a number of factors:  Production email: The value selected in the Market Country field  Seed list: The language value entered in the Language column of the seed list csv file that is uploaded to MAT and selected in the Internal Seed List field in the Mailing Information tab  Test emails: The language selected in the Language field in the Test Recipients section of the Mailing Information tab Seed Lists The exercise will include the steps to upload a seed list. Reminders A “reminder” email is a second copy of the original email sent to contacts who have not yet clicked on a link within the original email. A seed list is an internal mailing list to which a production email is sent at the same time it’s sent to its target audience. Standards for seed lists are posted on the marketing automation wiki under Best Practices in the Campaign Execution section. you will create the On-demand Campaign to schedule delivery for one of the five proactive email invitations designed to drive enrollments for and attendance at the events in the campaign’s design. This exercise will illustrate how to schedule a reminder email to go out a few days after the original email’s delivery date.December 2014 MAT Training for Demand Programs Professionals Page 143 of 231 . In Production.

camstudent15. camstudent23. camstudent22. 3. camstudent32 Look for ‘101UT04E’ for invitation list to Dallas event  IDs camstudent13. camstudent10. Click the list name link to open the list entry for your assigned event location. camstudent8 IDs camstudent25.0 . camstudent34. camstudent31. camstudent38. camstudent20 IDs camstudent37. camstudent6. 2. camstudent24 Look for ‘101UT02E’ for invitation list to New York event  IDs camstudent5. camstudent11. camstudent 2.December 2014 MAT Training for Demand Programs Professionals Page 144 of 231 . camstudent12 IDs camstudent29. camstudent16 IDs camstudent33. camstudent14. MAT 5. camstudent19. which is the list’s unique identifier within MAT. camstudent3. camstudent28 Look for ‘101UT03E’ for invitation list to Miami event  IDs camstudent9. camstudent30.Locate the Tactic Audience List 1. Click Lists on the left-side navigator to open the Active Lists view. camstudent40 Look for ‘101UT06E’ for invitation list to Denver event All illustrations in this guide are for the invitations supporting the New York event. camstudent36 Look for ‘101UT05E’ for invitation list to Phoenix event  IDs camstudent17. camstudent26. camstudent39. 4. camstudent7. camstudent18. Make a note of the list code. Use Look for/Find to search for an existing list for the invitations email given your assigned camstudent ID:  IDs camstudent1. camstudent4 IDs camstudent21. camstudent35. camstudent27.

5. These are indicators only and may not always be accurate.  At the far right. company name. the Complete Salutation column displays how the data will appear in the email if a country-specific greeting/salutation was imbedded in the list. MAT 5. OK to tele. geo. If the list name reflects the correct tactic code and is designated for the invitations for the correct location. industry code. etc. first name. The most efficient way to exclude records from the list would be to exclude the records based on URN in the Campaign flowchart used to generate the list.  The values at the far right show the contact-level suppression markers: OK to mail. Click the blue link under Counts to open the list review screen in a new window. region. job level.The list code for the invitation to the New York event was 1791 when this printscreen was taken. email address and telephone numbers.0 . 7. but the list code may have changed if the list was rebuilt from the flowchart to incorporate a change made in the meantime.  Account-specific data is presented first: country. 6.December 2014 MAT Training for Demand Programs Professionals Page 145 of 231 . OK to email. you are using the correct list. Scroll down to the List Review section and note the blue link under Counts. employee count. The figure shown there indicates the list’s contact count.  Contact-specific data is presented next: salutation code. Permission/suppression indicators are being taken from the Preference Repository on the MDb which is not included in the list review. Maximize the list review window to see the columns displayed:  URN_CONT and URN_ACCT represent the unique record number (URN) in the Marketing Database (MDb) for the contact and account presented on the row. job function. last name. The data in this column will be inserted in the email if the creative includes a **SALUTATION** html token and the “Complete salutation field” is selected as the salutation format on the Mailing Information tab in the On-demand Campaign entry created to drive delivery of the proactive email using this list. job title.

Refreshing the List Since legal restrictions and IBM policy require that we apply account and contactlevel suppression & touch monitoring logic to all our tactic audiences. click Add an On-demand Campaign link. MAT 5. which means that the audience count will likely change between the time the list was originally generated and the time it is used. Write down the list name. 12. 13. the suppression & TMS markers on the contacts in the database do not change over time. If you’re in an On-demand Campaign entry. Click the plus sign beside Shared Templates. Click on AM Proactive Email from List 2v to highlight the template name. Refreshing the list ensures that the data in the audience list is current and that all audience governance policies are honored when the tactic is executed. Tactic Registration 9. we won’t refresh each of the five lists again before proceeding. If you’re on the Home page. Click the plus sign beside Americas Geo. list code & contact count. If you’re in a list entry. click On-demand Campaigns on the left-side navigator. Rather than burden the training environment with multiple users all refreshing the same list at the same time (which would never happen in Production). Maximize the window presented.December 2014 MAT Training for Demand Programs Professionals Page 146 of 231 . then click Add an On-demand Campaign link. click Actions at the top right of the screen. 10.0 . those markers are constantly being updated. In Production. but in Production. you should always refresh the audience list immediately before executing an On-demand Campaign entry using that list. then select Add an On-demand Campaign from the pull down menu. In the training environment. 11. every list should be refreshed against the database immediately before it is used for tactic execution. 8.

camstudent31. camstudent6. camstudent15. camstudent11.14. camstudent30. camstudent35. camstudent19. camstudent32 XXX_US_SB_101UT04E_InvitationDallas  IDs camstudent13. camstudent23. 17. camstudent24 XXX_US_SB_101UT02E_InvitationNewYork  IDs camstudent5. camstudent34. camstudent40 XXX_US_SB_101UT06E_InvitationDenver 16.December 2014 MAT Training for Demand Programs Professionals Page 147 of 231 . 15. camstudent10. camstudent39. camstudent7. camstudent4 IDs camstudent21.0 . camstudent38. camstudent26. camstudent16 IDs camstudent33. camstudent14. insert your three-character initials at the front of the Name and select the tactic code you will create this entry for based on your assigned camstudent ID:  IDs camstudent1. camstudent18. camstudent27. Click Continue button at the bottom of the screen. On-demand Campaign Code will be system-generated. camstudent8 IDs camstudent25. On the Step 1 screen. camstudent22. camstudent36 XXX_US_SB_101UT05E_InvitationPhoenix  IDs camstudent17. replace the default value in Name using naming convention of Scope_MasterProgramShortName_TacticCode_TacticDesc For the purposes of this exercise. camstudent20 IDs camstudent37. MAT 5. Skip the Description field. camstudent12 IDs camstudent29. camstudent 2. camstudent3. camstudent28 XXX_US_SB_101UT03E_InvitationMiami  IDs camstudent9.

Security Policy defaults to Global and should be left as-is. In Production. verify and accept your campaign ID selection. MAT 5. In Acquisition Preference Code field. Click Next>>.0 . 20. Target Start and Target End date can be left blank. enter ’101UT’ and click ‘Select’ button. 19. 24. For the purposes of this exercise. highlight/select ‘United States’. Click Next>>. The Step 2 screen is the People tab. 23. you would enter Notes ID of the Database Marketer responsible for this campaign/tactic. On Production. 25. 21. In the pop-up window. In Market Country.December 2014 MAT Training for Demand Programs Professionals Page 148 of 231 .18. In IBM Campaign ID. 22. enter your own Notes ID. The DB Marketing field is not populated because the data is not captured in the system that generates tactic codes. you would select MAT users who should see the entry in their My On-demand Campaigns view and should receive test emails for this tactic. the choices are All IBM – No Acquisition Marketing Company or a list of acquisition companies that are not yet fully migrated onto IBM marketing systems.

camstudent8 IDs camstudent25. camstudent11. select the list name (list code) you wrote down earlier. camstudent36 101UT05E for invitation to Phoenix event  IDs camstudent17. camstudent 2. camstudent24 101UT02E for invitation to New York event  IDs camstudent5.  IDs camstudent1. 27. camstudent10. camstudent20 IDs camstudent37. camstudent30. camstudent4 IDs camstudent21. camstudent23. camstudent28 101UT03E for invitation to Miami event  IDs camstudent9. camstudent3. camstudent39. camstudent32 101UT04E for invitation to Dallas event  IDs camstudent13. camstudent34. camstudent27. Leave the default as All IBM – No Acquisition Marketing Company in Acquisition Preference Code. camstudent 2. the Acquisition Preference Code picklist will be populated with the list of active acquisition companies. In the pop-up window. camstudent23. camstudent40 101UT06E for invitation to Denver event 29. Click Next>>.  For new On-demand Campaigns for acquired companies. camstudent16 IDs camstudent33. enter the E-code assigned to your ID and click ‘Select’ button. In Tactic Code. camstudent3. The default value for a new On-demand Campaign is ‘All IBM – No Acquisition Marketing Company’. When an acquisition company is selected. No action is required for a tactic that is not related to an acquisition. 30. camstudent22. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. camstudent14. On the Step 4 screen. camstudent19. camstudent22.0 . camstudent38. 26. camstudent26. camstudent7.  IDs camstudent1. 32. In production. camstudent35. camstudent12 IDs camstudent29. camstudent4 IDs camstudent21. In the Offers window. camstudent18. 31. verify and accept your tactic code selection. select ‘SB_Event Registration_Generic’.December 2014 MAT Training for Demand Programs Professionals Page 149 of 231 . MAT checks for contact permissions/suppressions from the acquired company client database. 28. Scroll down to Tactic Information section. camstudent31. camstudent24 MAT 5. camstudent6. camstudent15.

As of mid-2010. camstudent15. a vendor IBM contracts with to monitor our email deliverability across a wide range of email service providers. camstudent16 IDs camstudent33.December 2014 MAT Training for Demand Programs Professionals Page 150 of 231 . camstudent40 Use the list for the 101UT06E invitation to Denver event 33. 37. camstudent20 IDs camstudent37. camstudent26. camstudent31. In addition to the seed list designated by the Demand Programs Professional. camstudent35.Use the list for the 101UT02E invitation to New York event  IDs camstudent5. camstudent11. camstudent6. Maximize the MAT File Import window presented. camstudent36 Use the list for the 101UT05E invitation to Phoenix event  IDs camstudent17. camstudent8 IDs camstudent25. camstudent19. 34. camstudent32 Use the list for the 101UT04E invitation to Dallas event  IDs camstudent13. Scroll down to the bottom of the Summary tab. camstudent18. camstudent28 Use the list for the 101UT03E invitation to Miami event  IDs camstudent9. camstudent7. camstudent12 IDs camstudent29. 36. camstudent27. Click Finish. IBM does not use the Attachments tab. 220 in Europe and 163 in Japan/AP. MAT 5. camstudent10. camstudent34. Seed List Search and Upload Every Demand Programs Professional is strongly encouraged to put themselves on the ‘seed list’ to ensure receipt of both production emails and (where used) reminder emails sent from MAT. all proactive emails are also sent to a seed list managed by Pivotal Veracity. camstudent14. but these counts are excluded when the email appears on CDPM reports.0 . Guidelines for creating and formatting country and program-specific seed lists are posted on the Marketing Automation wiki. Click Upload link at the bottom of the screen. camstudent38. Click Next>>. camstudent39. the Pivotal Veracity seed lists accounted for 144 email addresses in North America. 35. camstudent30.

The same ID/password must be used both to create the On-demand Campaign entry and to access the MAT File Import Tool to upload the email creative associated with the On-demand Campaign entry.December 2014 MAT Training for Demand Programs Professionals Page 151 of 231 . In Production. click Seed List. On the left-side navigator. Click Submit button.38. MAT presents the seed list search and upload screen: MAT 5. Sign on using your assigned camstudent ID and password.0 . 39. you will sign on using your IBM intranet ID and password. 40.

If you enter a value in the List Name field. scroll down to the Search section.41. highlight/select ‘United States’.0 . you could designate that seed list when you complete the On-demand Campaign entry using the Proactive Email from List. we’ll upload a new seed list.December 2014 MAT Training for Demand Programs Professionals Page 152 of 231 . 44. select ‘Social Business’. 43. 42. If the view displayed the name of a seed list you wanted to use. In the Program field. In the Country field. Click Submit to display all existing United States seed lists for the Social Business program. MAT 5. you can also search for an existing seed list by name. In this exercise. To search for an existing seed list.

45. Click << Back to return to the Upload and Search screen.
The seed lists displayed will be available for selection when creating a proactive
email tactic for United States execution in support of a campaign aligned to the
Social Business program.
In Production, you can delete a seed list by using the ‘Delete’ button on the right.
46. To upload a new seed list, scroll up to the Upload section.
47. In Country field, highlight/select ‘United States’.
48. In Program field, select ‘Social Business’.
49. In List Name, enter ‘XXX_US_SB_EWE_Seed_List’ where XXX is your three-letter
initials and ‘SB EWE’ stands for Social Business (program) and Exceptional Work
Experience (WW Campaign).
There isn’t a formal naming convention for seed lists, but using scope, program and
a meaningful description can make it easier to select from a picklist in which multiple
seed lists appear.

50. Click Browse button to access your hard-drive.
51. Navigate to the folder on your hard-drive where the seed list is stored.
When you downloaded the seed list file from the media library based on instructions
in the pre-class logistics note, it was suggested that you store the files in a “MAT
Training – Creative” folder in the My Documents folder on your hard drive.
Seed lists can be uploaded in either comma separated values (.csv) format or .txt
format.
52. Highlight the seed list’s file name and click Open button.

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MAT will insert the file path in the File field:

53. Click Submit button.
MAT will display a seed list upload confirmation message:

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54. Click the Preview button to validate the seed list’s content.

55. Click Close button to close the seed list preview.
56. Click Close button again to close seed list upload and search function.
Once uploaded, the seed list can be used for any proactive email tactic in this
country and framework program.

Email Creative Upload
57. From the Summary tab, click the Upload button again.
You may/not be prompted to sign in to MAT File Import again. MAT will probably
route you directly to the Email Creative Upload screen.

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58. Validate that the E-code displayed is the one you intend to upload creative for.

59. Click Browse button to navigate to the folder on your hard-drive where the zip file
storing the email creative for the email invitation is stored.
60. Highlight the .zip file and click Open.

MAT will insert the file path in the Creative Package field:

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The Email Creative Properties screen displays: MAT 5.To verify the zip file name before proceeding. Click Submit button.December 2014 MAT Training for Demand Programs Professionals Page 157 of 231 .0 . position your cursor in the field and click the End button on your keyboard: 61.

62. The Reply To box designates the email address customer responses should be routed to if the recipient uses the Reply function in their email in-box. The Sent From (Display Name) box displays the text which will appear as the sender in the email recipient’s in-box.com in the Reply To box. MAT 5.ibm.ibm. The customer sees: The Sent From in this example is “IBM Software” and the actual sent from email address is mktcmpid@us.December 2014 MAT Training for Demand Programs Professionals Page 158 of 231 . Be aware that what our customers see in their inbox and what we as IBMers see in our inbox differs because IBM’s Notes server network overrides the entry in the Sent From field when a test email or seed list email is delivered to an IBMer.0 . but the value can be replaced. replace “IBM Marketing” with “Lotus Marketing” in the Sent From box. This email address is the standard reply-to address for North America. The value in the Sent From box defaults to “IBM Marketing”.com. When an incoming test email or seed list email is processed by the Notes server network in IBM. If required. the email appears to come from “swunica” no matter what was entered in the Sent From field in the MAT File Import Tool 63. MAT File Import Tool validates the entry to ensure it includes an @ sign. Enter netreply@us.

but you will need to check your own local laws and policies on subject line content. Special Notes:  While MAT will accept a subject line of up to 200 characters.0 . Enter ‘It’s not too late … register now for Lotus event’ in Reminder subject.December 2014 MAT Training for Demand Programs Professionals Page 159 of 231 . 65. Enter ‘Don’t miss your peek …register now for Lotus event!’ in Subject.  IBM must align to any country legal or policy statements which require the use of specific words in the subject line of an email to indicate that the content included is a marketing message.’ ‘event.’ to align to US guidelines. In Production. The subject lines in these exercises include words like ‘newsletter. The Subject box specifies the text which will appear as the email’s subject in the recipient’s in-box. The Reminder subject optional field specifies the text which will appear in the subject line if/when the creative is sent again as a reminder.  MAT will not accept special characters in any field on the page: \ / : * ? " < > | & $. MAT 5.’ and ‘demo. 64. The Email Document field displayed a system-generated document ID.The File field displays the unzipped name of the file you uploaded. it may mean that the HTML is corrupted and needs to be sent back to the agency which originated it to be corrected. if this field is not displayed. keep in mind that lengthy subject lines may be truncated in the recipient’s in-box view. It is not necessary to put the entry in quotation marks.

In Training.December 2014 MAT Training for Demand Programs Professionals Page 160 of 231 .0 . On the Email Creative Import screen. Click Save button. The Email Creative Import screen displays a confirmation showing the name of the file you’ve uploaded: 67. you could use the Preview button to review the HTML file you’ve uploaded. click Confirm button. The Email Creative Import Status screen shows the status of your creative import: MAT 5. the file is just a sample.In Production. 66.

71. 35 and 50 minutes after the hour.December 2014 MAT Training for Demand Programs Professionals Page 161 of 231 . Designate Mailing Information 69. Click on the Mailing Information tab. which is a prerequisite to sending emails. can take up to 20 minutes in Production depending on the timing of your upload relative to the schedule under which the upload processing jobs run.Upload to staging area action will show a status of SUCCESS. 70. the jobs run at 05. but they must be selected again here. Click the Edit link beside the On-demand Campaign name. 20. the cycle runs every 5 minutes. MAT displays the Mailing Information tab in edit mode. The country.0 . Scroll to the top of the Summary tab. but the process to import and publish the email creative file. Click Close to close the MAT File Import window. On Production. campaign ID and tactic code values were already selected on an earlier screen in this exercise. MAT architecture doesn’t allow for the data values in these fields to inherit into the Mailing Information tab based on the earlier selections. 68. In Training. MAT 5.

camstudent10.72. camstudent28 101UT03E for invitation to Miami event  IDs camstudent9. camstudent15. camstudent 2. 73. select the appropriate document ID from the pull down presented. If not. camstudent30. In the pop-up window. camstudent22.December 2014 MAT Training for Demand Programs Professionals Page 162 of 231 . camstudent20 IDs camstudent37. camstudent12 IDs camstudent29. camstudent8 IDs camstudent25. 75. In IBM Campaign ID. camstudent36 101UT05E for invitation to Phoenix event  IDs camstudent17. camstudent18. camstudent23. camstudent32 101UT04E for invitation to Dallas event  IDs camstudent13. highlight/select ‘United States’. camstudent7. camstudent40 101UT06E for invitation to Denver event 76. MAT 5. camstudent34. In the pop-up window. camstudent3. In Tactic Code. accept your IBM Campaign ID selection. key in your assigned E-code and click ‘Select’ button. 77. camstudent27. camstudent35. In Market Country.0 . camstudent19. camstudent31. camstudent39. camstudent24 101UT02E for invitation to New York event  IDs camstudent5. camstudent38. accept your tactic code selection. key in ‘101UT’ and click ‘Select’ button. camstudent16 IDs camstudent33. The Mailing Document field will be blank if:  You have not yet uploaded the email creative using the Upload link on the Summary tab. camstudent6. camstudent11.  IDs camstudent1. 74. The value in Mailing Document may auto-populate based on your tactic code selection. camstudent4 IDs camstudent21. camstudent14. camstudent26.

 Selecting “Dear Mr. If the HTML token was not used in the creative.  Selecting “Dear John Smith” will insert the English greeting “Dear” in front of the target contact’s first and last name.  “Complete salutation field” is only relevant for proactive email tactics using a target audience list and only if that list displays data which incorporates a country-specific greeting in the Complete Salutation column displayed at the far right of the list review screen. Select the seed list you uploaded (scroll to your initials) in Internal Seed List. 79.  Selecting “Dear John” will insert the English greeting “Dear” in front of the target contact’s first name. salutation or name. Click the pull-down arrow in Salutation Format to review the options available: The Salutation Format field allows you to designate the format you want used for your email recipients if the **SALUTATION** token is included in the HTML field uploaded as email creative. In the Test Email Recipients fields.  Selecting “None” inserts no greeting. Keep in mind that all MAT users designated on the People tab will automatically receive test emails as will the owner of the On-demand Campaign entry. 81. 82. Select ‘Yes’ from the Send Reminder Email pull down.0 . 78. Select ‘None’ in Salutation Format field. your selection in the field will have no impact on the format of outgoing emails. You keyed in the Campaign ID and/or Tactic Code but did not click the Select button to accept the value on the pop-up window. 80. Even if you MAT 5.December 2014 MAT Training for Demand Programs Professionals Page 163 of 231 . enter the email addresses and names of up to five (5) test email recipients. Smith” will insert the English greeting “Dear” in front of the target contact’s salutation code and last name.

Skip the Tele Followup section. Skip the eNurture Stream section. responders to the invitation will not be routed to a follow-up tele tactic. This legal footer applies to both the email in the client’s inbox as well as the online email version. you would need to select ‘--No Tele Resource--’ in the Tele Followup Resource field if no follow-up is required as part of the campaign design. you would need to select ‘--No Tele Resource--‘ in the Tele Followup Resource field if no follow-up is required as part of the campaign design. Mr. 83. Review the entries to verify their accuracy: MAT 5.. or Mrs. it may be desirable to enter your personal email address as one of the test email recipients to see how the email looks when rendered through an email platform other than Lotus Notes. Click Save Changes button. 84. For the purposes of this exercise. In Production. Your selection determines the correct legal footer that will be appended to the email. the appropriate language value must be selected from the pull down presented. The Title value will be used in the test emails if the salutation format you’ve selected utilizes the **SALUTATION** token in the HTML. 85. According to the campaign design. 87. language options to support all boarded IMTs are presented. select ‘United States’ in the Language field. In Production. Review fields in the Tactic Information section. Only a subset of the list displays in Training.0 . In Production. According to the campaign design. The Title field is intended to be used to specify the test email recipient’s salutation code such as Dr. This data is inherited based on the tactic code you selected in Tactic Code at the top of the screen. For each test email recipient.will receive a test email at your IBM email address. 86. Verify Entries – Mailing Information tab 88. responders to the invitation will not be routed into a nurture stream.December 2014 MAT Training for Demand Programs Professionals Page 164 of 231 .

Verify Entries – Tactic Information tab 89.  Verify that Tactic Code reflects the E-code assigned for your student ID. Send Test emails 91.  Market Country should be ‘United States’. Navigate to the Tactic Information tab to verify the entries there:  Acquisition Preference Code field should be ‘All IBM – No Acquisition Marketing Company’  Tactic Code should be the E-code for your assigned student ID.  Confirm that the entry in Mailing Document reflects the correct tactic code and has a description of ‘LPP Invitation’.December 2014 MAT Training for Demand Programs Professionals Page 165 of 231 . Verify Entries – Production List tab 90.  Check the accuracy of the entries in Test Recipients fields. but the tab must exist to support the reminder email functionality. Click Summary at the top of the screen. There are no user-editable fields on this tab.  Offers should be ‘SB_Event Registration_Generic’.  IBM Campaign ID should be ‘101UT’.  Send Reminder Email should be set to ‘Yes’. Name should follow the naming convention & be spelled correctly.  Verify that your seed list appears in Seed List. MAT 5.  Confirm that Salutation Format reflects your selection. Note that a Reminder Email tab exists. Navigate to the Production List tab to verify that the correct list name (list code) appears.0 .  Tele Followup & eNurture Stream sections should be blank.

delivery to your in-box may depend on network speed and how frequently your Notes mail replicates with the server.” that indicates that the job has been added to the queue for processing. not that the test emails have been sent out. 99. Click Status link beside the On-demand Campaign name. 94. Watch as the task’s status moves from Queued to Running to Run finished. 93. so test emails are not really sent out when we initiate the ‘send test email’ task during training. 96. 95. The training environment is not linked to an email engine. Click Continue on the Comments window presented. Summary tab should now show that the Next Run will send test emails: 97. when the task message displays “Run finished. Once they have been sent.92. Click the Status link at the bottom of the screen to confirm that both steps in your email creative upload task show a status of ‘SUCCESS’. MAT 5.0 . In Production.December 2014 MAT Training for Demand Programs Professionals Page 166 of 231 . Scroll to the top of the Summary. Click Cancel when the warning message about modifying dates appears. 98. It may take as much as an hour for the test emails to be sent from MAT. Select Start On-demand Campaign. Click ‘Close’ button to close the MAT File Import Tool. Click the green arrow to trigger delivery of the test emails.

Once the test emails have been sent.  Click Status link beside the On-demand Campaign name.  Select Continue On-demand Campaign to re-start the campaign.zip file can be saved with a separate file name to indicate version number. re-access the Ondemand Campaign and click >> then select Workflow to access the Workflow tab.  Re-save the creative file (.  Populate the fields in the MAT File Import Tool. received and approved.  Open the Summary tab in edit mode. Test Email Review & Correction If errors are identified in the test emails. the owner of the On-demand Campaign entry will automatically receive the test email.txt or .  Click the green arrow to re-send test emails with the corrected creative.In Production.  Select Pause On-demand Campaign. as will everyone designated as a test email recipient on the Mailing Information tab and any/all MAT users designated on the entry’s People tab. otherwise you won’t be able to send another set of test emails to validate the corrections have been made properly. Test Email Approval 100. the MAT File Import Tool will replace the original files with the new ones.  Arrange for corrections to be made in the email creative.  On the Summary tab. MAT 5. When you upload the corrected creative.0 .  Replace the creative package stored in the MAT File Import Tool. there is no need to edit the Mailing Information tab to re-select the Mailing Document file name.  Click Upload link.html) with the same file name as the original. then save and confirm. they must be corrected before you refresh the associated list. and since the file names are the same. The . click Status link beside the On-demand Campaign name.December 2014 MAT Training for Demand Programs Professionals Page 167 of 231 .

otherwise the dates will appear on the workflow in red because a task cannot begin before the prior task has ended. MAT will automatically update the percentage to 100%.December 2014 MAT Training for Demand Programs Professionals Page 168 of 231 . 102. In Comments. Enter the time the test email review started as well.0 . You can leave the Actual End date/time blank as they are not required fields. making sure the Actual Start date/time you enter are after the Actual End date/time on the prior task. enter the names of those who approved the test email. The next task is to indicate that the test emails have been approved. MAT 5.The Workflow tab presents a series of tasks leading up to tactic execution. Scroll bars at the bottom allow you to scroll right in either table. The screen is broken by a vertical line into two tables. Click Status pull down and select ‘Finished’ to indicate that the test emails have been approved. The workflow will show that the task to send test emails is 100% complete. Click Test Email Approval link to open a window for the task. 101. Click the calendar icon beside the Actual Start field to select date test email approval review started.

The comments entered showing who approved the test emails will appear with the “Task Updated: 1. navigate to the Analysis tab using the >> arrows at the top of the screen. 103. Workflow tab will show the test emails approval task as 100% complete: MAT 5. Select ‘All Revisions’ from the pulldown on the right side of the screen.Hint: To access the comments entered at a later date.2 test email approval” entry.0 .December 2014 MAT Training for Demand Programs Professionals Page 169 of 231 . Click Save and Finish button at the bottom of the window.

The logic in the Proactive Email from List template checks the contacts on the list for recent account and contact-level suppression changes. The refresh list task in the Collaborate Shared Template does not pick up any new contacts which meet the target audience selection criteria for the tactic. the list has already been generated and you’ve associated it to the On-demand Campaign entry.Refresh Tactic Audience List 104. click the green arrow in the Next Run pane labeled “Send Production Email”. MAT 5. 107. In the training environment. 108. but it does not apply touch monitoring logic again. Click the green arrow. 105. Watch as the job progresses from Queued to Running to Run finished. Click << and Summary to navigate back to the Summary tab.December 2014 MAT Training for Demand Programs Professionals Page 170 of 231 .0 . Click Cancel when the warning message about modifying dates appears. you might see some change in the list count based on database changes on the contact records in your target audience. Refreshing the lists from the Lists view in Collaborate could add new contacts where appropriate. Trigger or Schedule Email Delivery Immediate Delivery with no Reminder If you want to trigger immediate delivery of the invitation emails and did not intend to send reminder emails. While the task reads ‘Create Production List’. The Next Run pane shows a green arrow for ‘Create Production List’. but in Production. When the job finishes. a blue link in the List Review pane shows the contact count on the list and provides access to the list itself. the list counts rarely change when the list is refreshed because the environment is linked to a “canned” database and not the MDb. which is why it’s important that you refreshed the list from the List view to ensure that all audience governance policies are honored before executing the tactic. 106.

use the calendar icon on the “Reminder Email: Run to Send Reminder” pane to set the delivery date & time for the reminder emails.0 . Reminder emails which are scheduled for delivery outside the 21 day allowable window are not sent.December 2014 MAT Training for Demand Programs Professionals Page 171 of 231 . Immediate Delivery with Reminder If you want to trigger immediate delivery of the invitation emails and schedule a reminder email at a later date. which are US Eastern time. When scheduling reminder emails.Schedule Delivery with no Reminder If you want to schedule delivery of the invitation emails for a future date and do not intend to send reminder emails. keep in mind that their schedule date must be 21 days or less after the original email went out and that the schedule date and time set in MAT are based on the MAT server’s system date & time. which are US Eastern time. When scheduling a production email for delivery in the future. keep in mind that the production list has already been refreshed to honor suppression & TMS so the scheduled delivery date should not be more than a day or two in the future and that the schedule date and time set on the Edit the Run Schedule window are based on the MAT server’s system date & time. MAT 5. you would click the green arrow in the Next Run pane labeled “Send Production Email”. use the calendar icon on the “Send Production Email – Run to send to Production List” pane to set the delivery date & time for the production email. When the production email run task shows “Run finished”.

112. it works best to set the scheduled dates & times from the Workflow tab.0 .December 2014 MAT Training for Demand Programs Professionals Page 172 of 231 . In this exercise. Use the calendar icon to set the Target Start date. 115. Click Status link next to the On-demand Campaign name.Scheduled Delivery with Reminders If you want to schedule future-date delivery of the production email and schedule delivery of the reminder email. When scheduling both the production email and reminder email for a future date. 110. Click the Continue button in the Comments window presented. This action changes the status indicator on the entry to ‘On Hold’. we’ll schedule delivery of the production email for tomorrow with delivery of the reminder email a week after that. but in that case the pane to schedule the reminder email will not appear on the Summary tab until the production email has been sent. The view now shows that the task to refresh the production list is 100% complete: 113. 114. Click the Production List Review link to update the status of the task. 111. Change the Status to ‘Finished’. you could schedule the production email on the Summary screen. MAT 5. Click >> and Workflow to access the Workflow tab again. 109. Select Pause On-demand Campaign.

Again. it’s because your On-demand Campaign entry is still in a status of In Progress. Workflow will show the task is 100% complete. 119. keeping in mind that MAT’s system date & time are set to US Eastern time. Click the Status link and select ‘Pause On-demand Campaign’ to put the entry in On Hold status. Next step is to schedule delivery of the email invitations. 120. Click Save and Finish button to close the window. repeat MAT 5. 118. Once the entry shows as “On Hold” on the right side of the screen.0 . make sure the date and time selected are after the Target End date/time of the prior task on the workflow. Do not change Status. Leave the Status as ‘Pending’.] 121. We’re going to schedule delivery for 5 AM local time tomorrow. Use the calendar icon to set the same date and time as the Target End date. Edit Target Start and Target End to schedule delivery to the audience at 5 AM their local time tomorrow. 117. 116. Click ‘Run to send to Production List’ task on the workflow.December 2014 MAT Training for Demand Programs Professionals Page 173 of 231 . If there isn’t a Save and Finish button at the bottom of the window. Click Save and Finish button at the bottom of the window. [Consult a time zone converter website if necessary.

Edit Target Start and Target End to schedule the reminder’s delivery.the steps to schedule the delivery of the production email from the Workflow tab. Schedule the reminder’s delivery for 5 AM one week after the delivery of the original invitation email.0 . You will change the status back to In Progress at the end of the exercise. Reminder emails must have the same content as the original. the Save and Finish button should appear in the workflow task window. 124. but can have a different subject line. [Consult a time zone converter website if necessary.] MAT 5. Leave the Status as ‘Pending’. Reminder emails are delivered to contacts who were sent the original email but do not have a record in response history for the tactic. Scroll right on the workflow to review the Target Start and Target End columns. 125. Click ‘Run to send Reminder’ task on the workflow screen.  Keep in mind when scheduling that the MAT system is on US Eastern time. Do not change Status. When the entry is in “On Hold” status.December 2014 MAT Training for Demand Programs Professionals Page 174 of 231 . which is designated in the upload process. The task will not show as complete since delivery is still pending: Schedule Reminder Emails 123. 122.

The scheduled date/time for the reminder emails do not appear on the Summary screen but are stored in the Workflow.126. 128. but will not show the task as complete since delivery is still pending: 127. Verify that the Next Run – Send Production Emails task shows the correct date and time (in US Eastern time) for future delivery of the production emails.December 2014 MAT Training for Demand Programs Professionals Page 175 of 231 . Click << and Summary to return to the Summary tab.0 . Click ‘Save and Close’ button to close the window. Workflow will show scheduled date/time in the Target Start and Target End columns. MAT 5.

Since the entry is in ‘In Progress’ status. Click Continue in the Comments window. 130.129.0 . Repeat for All Invitations In Production. MAT will deliver the production emails when the system time reaches the scheduled delivery date & time designated in the workflow. 131. Click Status link beside the On-demand Campaign name. MAT will send the reminder emails to those who have not already clicked on an offer link in the original email when the system time reaches the scheduled delivery time & date designated in the workflow for reminder delivery. Verify that the status on the right now shows as ‘In Progress’. Click Continue On-demand Campaign. If the On-demand Campaign entry is left in ‘On Hold’ status. you would repeat these steps to create and activate an On-demand Campaign entry for each of the five invitations in the campaign’s design.December 2014 MAT Training for Demand Programs Professionals Page 176 of 231 . the production email will not be sent out. MAT 5. MAT Actions Clicking the green arrow to activate the Collaborate entry triggers delivery of the invitation email to each contact on the associated list and writes the E-code to MAT contact history for each contact on that list. nor will the reminder emails go out a week later. 132.

follow-up tele and/or nurture  Confirm successful upload of email creative  Verify accuracy of all your entries  ‘Start On-demand Campaign’ from Status link  Trigger delivery of test emails  Review test email content.December 2014 MAT Training for Demand Programs Professionals Page 177 of 231 . designate salutation format. leave default as ‘All IBM’  Specify tactic code. test email recipients. links and footers. designate country. reply to. offers and audience list name  Upload creative .0 .Collaborate Checklist: Proactive Email from List  Access the target audience list from the Lists view in Collaborate  Refresh list to update for audience governance compliance  Access geo ‘Proactive Email from List’ Collaborate Shared Template  Enter On-demand Campaign entry name using naming convention  Designate other MAT team members on People tab  Specify market country.zip file. campaign ID and Database Marketer ID  In acquisition preference code. secure approvals  Update workflow to document test email approval including approvers  Refresh and review target audience list  Update workflow to confirm target audience list review  Trigger or schedule delivery of production emails  Schedule delivery of reminder emails (if desired) no more than 21 calendar days after production email delivery MAT 5. indicate use of reminders and/or seed list  On Mailing Information tab. designate sent from. campaign ID. subject line(s)  Upload seed list (if necessary/desired)  On Mailing Information tab. tactic code and Mailing Document  On Mailing Information tab. select acquisition company or if not applicable.

 Task to upload the creative hadn’t completed when the green arrow to send test emails was clicked.  Mailing Document field on Mailing Information tab is not populated.  Reminders scheduled for delivery outside the 21 day window are not sent. reminders are not recorded in MAT contact history and are not counted as a “touch” in TMS.” Email On-demand Campaign Entry Common Errors You will get a “flowchart cannot run” error when running the task to send test emails if  Creative has not been uploaded. In that case.December 2014 MAT Training for Demand Programs Professionals Page 178 of 231 .  Reminder emails must be scheduled for 21 days or less after the delivery of the original production email. Back on Summary. click Edit.  Contacts suppressed for email since the original was sent are not sent reminders. The reminder’s subject is designated in the creative upload process. populate the fields on the tab. Make sure the Mailing Information tab is populated and check the Status link at the bottom of the Summary tab shows SUCCESS for both actions. click the green arrow to send test emails again. MAT 5. The job runs every 15 minutes on MAT Production at 05. When it shows SUCCESS for both actions. but can use a different subject line. Give the task more time. then click the green arrow to send test emails again. Click Upload link at the bottom of the Summary tab to upload the email creative and designate creative properties. the owner of the On-demand Campaign entry is notified via Notes that “A scheduled reminder email failed because the execution date exceeded 21 days from the sent date of the original production email. Check the Status link at the bottom of the Summary tab.  A reminder must contain the same creative as the original. 20.0 . click the green arrow to send test emails again.Reminder Email Realities  Reminders are sent to contacts who – according to MAT’s response history table – have not clicked on a hyperlink in the original email. 35 and 50 minutes after the hour. click Save Changes. Open the Mailing Information tab.  Because they use the same content as the original.

a folder inside the zip file & a subject line longer than 55 characters can all cause errors in the creative upload process.txt or . you should use the same .0 . MAT File Import Tool will still show a status of FAILURE for the tactic in MAT File Import Tool.txt and/or .html file has a different file name than the original. the new file will be stored along with the original file which contained the error. MAT will replace the original file with the new creative file if the .txt and .December 2014 MAT Training for Demand Programs Professionals Page 179 of 231 .html file names are the same.Email Creative Upload Common Errors Refer to the Marketing Automation wiki “Campaign Execution” section for guidance on email creative standards.  If you upload the creative again to correct an error. In that case. Be aware that if the replacement . MAT 5.html file names when uploading a replacement creative file. the corrected file will not replace the original in eMessage.  Special characters in the file name.

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Hands-on exercise: Proactive tele
Booster Calls 101UT03T-101UT07T
Collaborate Shared Template: Proactive Tele from List
In this exercise, you will set up the On-demand Campaign for one of the five booster
calls designed to call recipients of the event invitation email to drive attendance at the
roadshow events.

Locate the Tactic Audience List
1. Click Lists on the left-side navigator to open the Active Lists view.
2. Use Look for/Find to search for an existing list for the booster calls given your
assigned camstudent ID:

IDs camstudent1, camstudent2, camstudent3, camstudent4
IDs camstudent21, camstudent22, camstudent23, camstudent24
Look for ‘101UT03T’ for New York booster calls list

IDs camstudent5, camstudent6, camstudent7, camstudent8
IDs camstudent25, camstudent26, camstudent27, camstudent28
Look for ‘101UT04T’ for Miami booster calls list

IDs camstudent9, camstudent10, camstudent11, camstudent12
IDs camstudent29, camstudent30, camstudent31, camstudent32
Look for ‘101UT05T’ for Dallas booster calls list

IDs camstudent13, camstudent14, camstudent15, camstudent16
IDs camstudent33, camstudent34, camstudent35, camstudent36
Look for ‘101UT06T’ Phoenix booster calls list

IDs camstudent17, camstudent18, camstudent19, camstudent20
IDs camstudent37, camstudent38, camstudent39, camstudent40
Look for ‘101UT07T’ for Denver booster calls list

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3. Click the list name to open the list entry.
4. Write down the list name and list code.
Illustrations shown are for the booster call to drive attendance at the New York
event.

The list code for the booster call supporting the New York event was 1797 when this
print-screen was taken, but the list code may have changed if the list was rebuilt
from the flowchart to incorporate a change. If the list name reflects the correct tactic
code and is designated for the booster call for the correct location, you are using the
correct list.
5. Scroll down to the List Review section and note the blue link under Counts. The
figure shown there indicates the list’s contact count.

Refreshing the List
Since legal restrictions and IBM policy require that we apply account and contactlevel suppression & touch monitoring logic to all our tactic audiences, every list
should be refreshed against the database immediately before it is used for tactic
execution.
In the training environment, the suppression & TMS markers on the contacts in the
database do not change over time, but in Production, those markers are constantly
being updated, which means that the audience count will likely change between the
time the list was originally generated and the time it is used. Refreshing the list
ensures that the data in the audience list is current and that all audience governance
policies are honored when the tactic is executed.
Rather than burden the training environment with multiple users all refreshing the
same list at the same time (which would never happen in Production), we won’t
refresh each of the five lists again before proceeding.

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In Production, you should always refresh the audience list by clicking the “New
Stage: Flowchart Run” green arrow immediately before executing an On-demand
Campaign using that list.

Tactic Registration
6. From the list entry, click On-demand Campaigns on the left-side navigator.
7. Click Add an On-demand Campaign link.
8. Maximize the window presented.
9. Click the plus sign beside Shared Templates.
10. Click the plus sign beside Americas Geo.
11. Click AM Proactive Tele from List to highlight the template name.

12. Click Continue button at the bottom of the screen.
13. On the Step 1 screen, populate Name using naming convention of
Scope_MasterProgramShortName_TacticCode_TacticDesc
For the purposes of this exercise, which tele tactic you will set up is based on your
assigned camstudent ID. When you enter the name, insert your three-character
initials at the front of the Name where XXX is your initials:

IDs camstudent1, camstudent2, camstudent3, camstudent4
IDs camstudent21, camstudent22, camstudent23, camstudent24
XXX_US_SB_101UT03T_BoosterNewYork

IDs camstudent5, camstudent6, camstudent7, camstudent8
IDs camstudent25, camstudent26, camstudent27, camstudent28

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XXX_US_SB_101UT04T_BoosterMiami

IDs camstudent9, camstudent10, camstudent11, camstudent12
IDs camstudent29, camstudent30, camstudent31, camstudent32
XXX_US_SB_101UT05T_BoosterDallas

IDs camstudent13, camstudent14, camstudent15, camstudent16
IDs camstudent33, camstudent34, camstudent35, camstudent36
XXX_US_SB_101UT06T_BoosterPhoenix

IDs camstudent17, camstudent18, camstudent19, camstudent20
IDs camstudent37, camstudent38, camstudent39, camstudent40
XXX_US_SB_101UT07T_BoosterDenver

14. Skip the Description field.
15. On-demand Campaign Code will be system-generated.
16. Security Policy defaults to Global and should be left as-is.
17. Target Start and Target End can be left blank.
18. In Market Country, highlight/select ‘United States’.
19. In IBM Campaign ID, enter ‘101UT’ and click ‘Select’ button.
20. In the pop-up window, verify and accept your campaign ID selection.
21. The DB Marketing field is not populated because the data is not captured in the
system that generates tactic codes.
The DB Marketing field is populated from a pull-down which lists the IBM intranet IDs
of MAT users authorized in the Campaign module.

On Production, you would enter the intranet ID of the Database Marketer
responsible for this campaign/tactic.
For the purposes of this exercise, select ‘lboon@us.ibm.com’ from the list.

22. Scroll down to Tactic Information section.
23. In Tactic Code, key in your assigned T-code and click ‘Select’ button.

IDs camstudent1, camstudent2, camstudent3, camstudent4
IDs camstudent21, camstudent22, camstudent23, camstudent24
101UT03T – Booster call for New York City

IDs camstudent5, camstudent6, camstudent7, camstudent8

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camstudent12 IDs camstudent29. camstudent15. camstudent23.  IDs camstudent1. camstudent14. camstudent10. camstudent30. camstudent19. camstudent40 101UT07T – Booster call for Denver 24. camstudent8 IDs camstudent25. camstudent7. 25. camstudent32 Use the list for 101UT05T – Booster call for Dallas  IDs camstudent13. camstudent IDs camstudent21. camstudent24 Use the list for 101UT03T – Booster call for New York City  IDs camstudent5. camstudent15. camstudent32 101UT05T – Booster call for Dallas  IDs camstudent13. camstudent16 IDs camstudent33. camstudent10. camstudent35. camstudent27. camstudent18.IDs camstudent25.December 2014 MAT Training for Demand Programs Professionals Page 185 of 231 . camstudent28 Use the list for 101UT04T – Booster call for Miami  IDs camstudent9. camstudent26. verify and accept your tactic code selection. camstudent20 IDs camstudent37. camstudent34. In Tele Resource. camstudent16 IDs camstudent33. camstudent11. camstudent22. select the list name (list code) you wrote down earlier. This selection determines which tele organization will be responsible for making the booster calls from MAT Leads. camstudent31. camstudent36 101UT06T – Booster call for Phoenix  IDs camstudent17. 26. camstudent36 Use the list for 101UT06T – Booster call for Phoenix MAT 5. camstudent38. camstudent26. Don’t overlook the Tele Resource field on the right side of the screen. camstudent2. camstudent3.0 . camstudent27. camstudent14. In the pop-up window. camstudent30. camstudent31. camstudent39. camstudent12 IDs camstudent29. camstudent34. camstudent28 101UT04T – Booster call for Miami  IDs camstudent9. camstudent6. select ‘ibm. In the List Selection box.com (AG)’. camstudent35. camstudent11.

offers & other entries are accurate:  Tactic code should be the T-code for your assigned student ID.December 2014 MAT Training for Demand Programs Professionals Page 186 of 231 . IDs camstudent17. Click Next >>.  List Selection field should reflect the list name (list code) for your T-code. Select Start On-demand Campaign.  Tele resource should be ‘ibm. If you execute the tele tactic using a list that is more than 24 hours old. camstudent39. 35. 29. In the Offer Information box.  Offer Code should be ‘SB_Event Registration_Generic’. camstudent20 IDs camstudent37. Click Continue in the Comments window. the tele tactic could be delivered in violation of IBM’s audience governance policies and/or local law. you would select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view. Verify Entries 31. MAT 5. In Production. The proactive tele template does not incorporate a list refresh task making it particularly important that you refreshed the list from the Lists view before creating the On-demand Campaign entry and/or clicking the green arrow here. select ‘SB_Event_Registration_Generic’. 33. 34. 28.com (AG)’. 30. The Step 2 screen is the People tab. camstudent18. Click Next >>. Verify the tactic code. Tactic Activation The On-demand Campaign templates for proactive mail and proactive email include task panes on the Summary tab to refresh the list before activating the tactic. Click Finish. Click the green arrow beside the On-demand Campaign entry. tele tactics are limited to a single offer. Click Status link beside the On-demand Campaign name. camstudent40 Use the list for 101UT07T – Booster call for Denver 27. 32.0 . the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. In Production. camstudent38. camstudent19. IBM does not use the Attachments tab. Due to a limitation in MAT Leads.

36. Clicking the green arrow triggers real-time delivery of the booster calls to the contacts on the associated list. 37. Confirm that the status in the top right shows as ‘In Progress’. MAT Actions Clicking the green arrow to activate the Collaborate entry routes the contact records from the associated list to MAT Leads with the T-code attached and writes the T-code to MAT contact history for each contact on that list. you would repeat these steps to create and activate an On-demand Campaign entry for each of the five booster calls in the campaign’s design using a separate list for each. Click Cancel if a warning message about modifying dates appears.0 . Contact records will be tagged with the T-code and passed via Leads to the tele resource specified.December 2014 MAT Training for Demand Programs Professionals Page 187 of 231 . 38. Repeat for All Booster Calls In Production. Watch as job progresses from Queued to Running to Run finished. MAT 5.

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Click the plus sign beside All Geos. 4.December 2014 MAT Training for Demand Programs Professionals Page 189 of 231 . thereby ‘continuing the marketing conversation’. click Add an On-demand Campaign link.Hands-on exercise: Response-triggered proactive tele Nurture stream responders follow-up tele 101UT18T Collaborate Shared Template: WW Response Tele In this exercise. 2.0 . Tactic Registration 1. you will select the same Collaborate Shared Template used in the prior exercise to register/activate the reactive follow-up tele to internet banner responders. 5. Maximize the window presented. MAT 5. delivery of the 101UT18T tele follow-up call is delivered under the ‘scope of transaction’ guidelines which allow a single follow-up tactic to bypass contact-level suppression and touch monitoring as long as the follow-up tactic explicitly acknowledges the prior transaction (response) and is directly aligned to the interest demonstrated by that response. then select Add an On-demand Campaign from the pull down menu. 3. Click on WW Response Tele to highlight the template name. but this time you will use it to register/activate the response-triggered proactive tele tactic which will be delivered to contacts who respond to one/more of the touches in the campaign’s nurture stream. If you’re on an On-demand Campaign entry. Based on the campaign design. click Actions button at the top right of the screen. Click the plus sign beside Shared Templates. If you’re on the Home page.

The ‘In Scope’ value is the correct choice in this scenario because the campaign design designates that 101UT18T will be delivered to all nurture stream responders. In Market Country. on Production you would enter the IBM intranet ID of the Database Marketer responsible for this campaign/tactic. In the Tactic Scope field.ibm. Click Continue button at the bottom of the screen.com. verify and then accept your campaign ID selection. select ‘All IBM – No Acquisition Marketing Company’ 17. 14. For the purposes of this exercise. In the pop-up window. insert your three-character initials at the front of Name where XXX is your initials: XXX_US_SB_101UT18T_NurtureTele 8. apply account-level suppression and bypass contact-level suppression & TMS (in-scope). Scroll down to Tactic Information section. On-demand Campaign Code will be system-generated.0 . In the Tactic Scope field. populate Name using naming convention of Scope_MasterProgramShortName_TacticCode_TacticDesc For the purposes of this exercise. Scroll down to the Scope of Transaction section. 9. Target Start and Target End date can be left blank. enter ‘101UT18T’ and click ‘Select’ button. In Acquisition Preference Code field. highlight/select ‘United States’.6. verify and then accept your tactic code selection. In the pop-up window displayed. 21. 19. 10. or apply account & contact-level suppression & TMS (not-scope). 12. in-scope response-triggered proactive or not-scope response-triggered proactive. Skip the Description field. select lboon@us. MAT 5. 16. 13. Security Policy defaults to Global and should be left as-is. You will designate a tele resource to make the calls when you create the Collaborate entries for the tactics which use 101UT18T for follow-up tele. In DB Marketing field. In Tactic Code field. 7. 18. The selection made here determines whether the Collaborate Shared Template should bypass account & contact-level suppression and TMS (reactive). enter ‘101UT’ and click ‘Select’ button. 20. 15. 11. you will designate whether the T-code you’re registering is categorized as reactive. On the Step 1 screen. select ‘In Scope’.December 2014 MAT Training for Demand Programs Professionals Page 190 of 231 . In the IBM Campaign ID field.

Click Next>>. In fact. The call’s offer is essentially a one/one meeting with an IBM sales resource. Tactic Activation 28.  Offers should be ‘SB_Meeting with Sales_Generic’. According to the campaign’s design. 26. Click Cancel if a warning message about modifying dates appears.  DB Marketing should be populated with a valid IBM intranet ID.0 . MAT 5. you select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view. Select Start On-demand Campaign. Watch as job progresses from Queued to Running to Run finished.  Tactic Scope should be ‘In Scope’. 29. 32. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. Skip the eNurture Stream section. In Production. 34.22. 30. 23. Click Finish. Verify Entries 27. Confirm that status at the top of the screen shows as In Progress. Click Next>>. select ‘SB_Meeting with Sales_Generic’. Before proceeding.  Acquisition Preference Code field should be populated with ‘All IBM – No Acquisition Marketing Company’. 33. 24. In the Offers window. The Step 2 screen is the People tab.December 2014 MAT Training for Demand Programs Professionals Page 191 of 231 . Click Status link beside the On-demand Campaign name. verify the entries you’ve made for accuracy:  Name should follow the naming convention & be spelled correctly. the contacts who’ll receive the 101UT18T tele follow-up call are receiving that call because they have already been part of a nurture stream and responded to one/more of that stream’s touches. Click Continue button in the Comments window.  Tactic Code should be ‘101UT18T’. In Production. responders to the 101UT18T call are not automatically routed into a nurture stream. IBM does not use the Attachments tab. 25. 31. Click the green arrow in the Next Run pane.

MAT will write the 101UT18T tactic code to the responder’s contact history & route the contact record to MAT Leads at that time. In this scenario.MAT Actions Activating the Collaborate entry by clicking the green arrow ensures that the 101UT18T code shows an In Progress status and is selectable in the On-demand Campaign entry we’ll create later to register the campaign’s nurture stream. but when/if a contact responds to one of the nurture touches for which the T-code is designated as follow-up tele. clicking the green arrow does not write the 101UT18T tactic code to contact history or trigger delivery of the tactic code to Leads.December 2014 MAT Training for Demand Programs Professionals Page 192 of 231 .0 . MAT 5.

Note. upload the email creative. this selection is not activated from this template.Hands-on exercise: Nurture test emails Nurture Stream Touch 1 101UT07E Collaborate Shared Template: Proactive Email from List The WW eNurture Not Scope Shared Template was designed to include email creative upload capability. Rather than activate each On-demand Campaign template. The functionality to incorporate the task of sending test emails for nurture touches will be incorporated into a future release of MAT. define the offers presented by each and designate the interval between deliveries of each touch in the stream. MAT 5. upload the email creative for Touch 1 and cover the process to send test emails. In the next exercise. In the interest of time.0 . To set up a nurture stream. offers and touch intervals. You will also select a value in the acquisition preference code field. you will first need to upload the creative and send/approve test emails for all three touches in the nurture stream using your geo’s Proactive Email from List template. In this exercise. whilst the geo Proactive Email from List template requires you to select an acquisition preference code.December 2014 MAT Training for Demand Programs Professionals Page 193 of 231 . Collaborate Shared Template: WW eNurture Not Scope Once the test email for each nurture touch has been approved and the On-demand Campaigns you used to send the test emails have been marked Cancelled. but the function to send test emails which are part of a stream was not incorporated into the original design of the template. you will create the On-demand Campaign entry to define the nurture stream’s content. you will create the On-demand Campaign for Touch 1 in the nurture stream. you will mark each entry Cancelled to ensure the E-codes are selectable in the WW eNurture Not Scope On-demand Campaign template. you will create an On-demand Campaign using the WW eNurture Not Scope template. The selection for the acquisition preference code field will be made on the WW eNurture In Scope and the WW eNurture Not Scope On-demand Campaign templates. In that entry. send and approve test emails. you will designate which E-code is to be used for each of the three touches in the nurture stream. You will create one On-demand Campaign for each of the three touches in which you will register each tactic code to MAT. the On-demand Campaigns for Touch 2 and Touch 3 have already been set up for you.

then change status to ‘Cancelled’ to prevent accidental delivery as a stand-alone email and ensure entry is selectable in the WW eNurture Not Scope template.  Test and approve email creative for touch 3.  Register nurture touch 3 and upload creative using geo Proactive Email from List Collaborate Shared Template. offers and delivery intervals using WW eNurture Not Scope Collaborate Shared Template.Nurture Stream Set-up Tasks  Register nurture touch 1 and upload creative using geo Proactive Email from List Collaborate Shared Template. then change status to ‘Cancelled’ to prevent accidental delivery as a stand-alone email and ensure entry is selectable in the WW eNurture Not Scope template. MAT 5.0 .  Test and approve email creative for touch 2.  Test and approve email creative for touch 1. then change status to ‘Cancelled’ to prevent accidental delivery as a stand-alone email and ensure entry is selectable in the WW eNurture Not Scope template.  Define nurture touch sequence.  Register nurture touch 2 and upload creative using geo Proactive Email from List Collaborate Shared Template.December 2014 MAT Training for Demand Programs Professionals Page 194 of 231 .

Security Policy defaults to Global and should be left as-is. 8. Click on the plus sign beside Shared Templates. Click Next >> to display the Tactic Information screen. In Production. 3. click Add an On-demand Campaign. 10. insert your three-character initials at the front of the Name XXX_US_SB_101UT07E_NurtureTouch1 where XXX is your initials. 14. On-demand Campaign Code will be system-generated. The People tab displays. 11. Click on AM Proactive Email from List 2v to highlight template name. you would select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view.Nurture Touch 1 Tactic Registration 1. click Actions button at the top right of the screen. 2. Click on the plus sign beside Americas Geo. Click Continue button at the bottom of the screen. enter ‘101UT’ and click ‘Select’ button. 9. Target Start and Target End date should be left blank. In Market Country. 7. 13. Click Next>>. Maximize the window presented.0 . In IBM Campaign ID. 15. Replace the default value in the Name field using naming convention of Scope_MasterProgramShortName_TacticCode_TacticDesc For this exercise. 4. If you’re in an On-demand Campaign entry. MAT 5. Skip the Description field. If you’re on the Home page. 12. 5. then select Add an On-demand Campaign from the pull down menu. 6. highlight/select ‘United States’.December 2014 MAT Training for Demand Programs Professionals Page 195 of 231 .

In the DB Marketing field. verify and accept your tactic code selection. scroll down and highlight eNurture Test List. Click Next>>. which ensures that even if the Ondemand Campaign is activated in error. IBM does not use the Attachments tab. 18.December 2014 MAT Training for Demand Programs Professionals Page 196 of 231 .16. In the Target Lists box. enter ‘101UT07E’ and click ‘Select’ button. MAT 5. 25. 19. but under a different list code. leave the default as ‘All IBM – No Acquisition Marketing Company’. Click Next >>. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. 26. In Tactic Code. Scroll down to the Tactic Information section. In the pop-up window. the touch 1 email will not be sent to any MDb contacts. In Acquisition Preference Code field. 24. The ‘enurture test list’ exists in Production as well. By design. the list has a contact count of zero (0). 22. This list was specifically created to be used when uploading email creative to send test emails for nurtures streams. In Production. on Production you would enter the Notes ID for the Database Marketer responsible for the campaign/tactic. select ‘OD_Online_Demo_Campaign-Specific’. In the pop-up window. 20. For the purposes of this exercise. 17.0 . Click Finish. enter your own Notes ID. verify and then accept your campaign ID selection. 21. In the Offers window. 23.

Click Submit button. 29. In Production. MAT 5. On the Email Creative Upload screen. Sign in with your camstudent ID and password.0 .December 2014 MAT Training for Demand Programs Professionals Page 197 of 231 . 31. The same ID/password must be used both to create the On-demand Campaign entry and to access the MAT File Import Tool to upload the email creative associated with the On-demand Campaign entry. Scroll to the bottom of the Summary tab and click Upload link. 28. Maximize the window which opens to the MAT File Import sign-in screen. click Browse button to access your hard-drive to search for the email creative package already stored there. you will sign in with your IBM intranet ID and password. 30.Nurture Touch 1 Creative Upload 27.

MAT will insert the file path in the Creative Package field.0 . To verify the zip file name before proceeding. Click Submit button.32. 33. Navigate to the folder on your hard drive where the zip file housing the appropriate email creative is saved. position your cursor in the field and click the End button on your keyboard: 34. Highlight the zip file you wish to upload and click Open button.December 2014 MAT Training for Demand Programs Professionals Page 198 of 231 . The Email Creative Properties window displays: MAT 5.

The customer sees: The Sent From in this example is “IBM Software” and the actual sent from email address is mktcmpid@us. replace the default value of ‘IBM Marketing’ with ‘Lotus Marketing’ Be aware that what our customers see in their in-box and what we as IBMers see in our in-box differs because IBM’s Notes server network overrides the entry in the Sent From field when a test email or seed list email is delivered to an IBMer. If necessary.35.December 2014 MAT Training for Demand Programs Professionals Page 199 of 231 . the email appears to come from “swunica” no matter what was entered in the Sent From field in the MAT File Import Tool.0 . MAT 5. MAT File Import Tool validates the entry to ensure it includes an @ sign. Edit the Reply To box to designate the email address customer responses should be directed to if the recipient uses the Reply function in their email in-box. Edit the Sent From box to insert text you want to appear in the email recipient’s inbox when Touch 1 is delivered. but the value can be replaced. 36. The value in the Sent from box defaults to IBM Marketing. Likely each IMT or country has a standard email address used for this purpose.ibm. When an incoming test email or seed list email is processed by the Notes server network in IBM.com.

38.Enter netreply@us. The File field displays the unzipped name of the file you uploaded.’ ‘event. The Email Document field displays a system-generate document ID. Skip the optional Reminder subject field. Click Save button.com in the Reply To box.  MAT will not accept special characters in any field on the page: \ / : * ? " < > | & $.ibm.0 . The Subject box allows you to specify the subject line you want to appear in the recipe recipient’s in-box. Enter ‘See what Lotus can do … download the demo today!’ in Subject. This email address is the standard reply-to email address for North America. The subject lines in these exercises include words like ‘newsletter. It is not necessary to put the subject line in quotes. Special Notes:  While MAT will accept a subject line of up to 200 characters. Click Confirm button on the Email Creative Import window presented: MAT 5. but you will need to check your own local laws and policies on subject line content.December 2014 MAT Training for Demand Programs Professionals Page 200 of 231 . keep in mind that the subject line may be truncated in the recipient’s in-box view if the subject line is lengthy. 40.’ and ‘demo. Use of reminders is not appropriate since reminders are delivered at a designated date/time which cannot be predetermined for response-triggered tactics such as nurture streams.’ to align to US guidelines.  IBM must align to any country legal or policy statements which require the use of specific words in the subject line of an email to indicate that the content included is a marketing message. 39. 37.

The Email Creative Import Status window shows the status of your upload: Upload to staging area action will show a status of SUCCESS. 43. Click Close to close the MAT File Import window. Scroll to the top of the Summary tab. Click the Edit link.0 . 41. Click on Mailing Information tab. the job runs at 05. but the process to import and publish the email creative file can take up to 20 minutes in Production depending on the timing of your upload relative to the schedule under which the upload processing jobs run.December 2014 MAT Training for Demand Programs Professionals Page 201 of 231 . Expect it to take a few moments to open in edit mode. In Training. the cycle runs every 5 minutes. MAT 5. 44. On Production. 35 and 50 minutes after the hour. Designate Mailing Information 42. 20.

46. highlight/select ‘United States’.The country. 49. your selection in the field will have no impact on the format of outgoing emails. 45. In Mailing Document. If the HTML token was not used in the creative. campaign ID and tactic code values were already selected on an earlier screen in this exercise. enter ‘101UT07E’ and click ‘Select’ button.0 .  Selecting “Dear John Smith” will insert the English greeting “Dear” in front of the target contact’s first and last name.December 2014 MAT Training for Demand Programs Professionals Page 202 of 231 . verify and then accept your tactic code selection. 50. In the pop-up window. 48. Click the pull-down arrow in Salutation Format to review the options available: The Salutation Format field allows you to designate the format you want used for your email recipients if the **SALUTATION** token is included in the HTML field uploaded as email creative. In Market Country. It’s not a valid selection on nurture stream emails triggered by response to a prior tactic. but they must be selected again here. In Tactic Code.  “Complete salutation field” is only relevant for proactive email tactics using a target audience list. MAT may default the appropriate value into the field. In IBM Campaign ID. MAT architecture doesn’t allow for the data values in these fields to inherit into the Mailing Information tab based on the earlier selections. MAT 5. enter ‘101UT’ and click ‘Select’ button. 47. Check for the correct tactic code in the mailing document ID: 51. verify and then accept your campaign ID selection. In the pop-up window. select the document ID associated with your email creative upload.

55. For each test email recipient. leaving the default value of ‘None’.  Selecting “None” inserts no greeting. or Dr.  Selecting “Dear Mr. such as Mr. Select ‘None’ in Salutation Format field. as will any/all MAT users you have already designated on the People tab. 54.December 2014 MAT Training for Demand Programs Professionals Page 203 of 231 . 53. Use of reminders is not enabled for nurture streams since reminders are delivered at a designated date/time. select the appropriate Language value from the pull down presented: MAT 5. which cannot be predetermined for response-triggered tactics. you will automatically receive a test email. leaving the default value of ‘No’. Smith” will insert the English greeting “Dear” in front of the target contact’s salutation code and last name. Use of seed lists is not appropriate for nurture steams since every response which triggers delivery for a nurture stream would also trigger delivery of another copy of the nurture stream to the seed list. Skip the Internal Seed List field. In the Test Recipient fields. Skip the Reminder Email field. Selecting “Dear John” will insert the English greeting “Dear” in front of the target contact’s first name. The Title value will be used in the test emails if the salutation format you’ve selected utilizes title/salutation code. 56. Mrs.0 . enter addressee data for up to five test email recipients. salutation or name. The Title field is intended to be used to specify the recipient’s salutation code. As owner of the entry.. 52.

. the correct legal footer that is appended to both the email in the client’s inbox as well as the online email version is determined by the value selected in the Market Country field. 58. Responders to nurture touch 1 will not be routed into another nurture stream. you would need to select ‘--No Tele Resource--‘ in the Tele Followup Resource field if there is no follow-up as part of the campaign design. which exists specifically to support creative upload and test emails for nurture stream tactics.0 . In Production.  Tactic Code should be ‘101UT07E’. In Production. In Production. 60. You are registering a nurture touch. 57. Navigate to the Tactic Information tab to verify that the entries are accurate:  DB Marketing should be populated with a valid Notes ID. Click Save Changes button. Verify Entries – Tactic Information tab 61. Verify Entries – Mailing Information tab 63. Skip the e-Nurture Stream section. Confirm that the list selected is ‘enurture test list’.  Acquisition Preference Code field should be populated with ‘All IBM’. Only a subset of the list displays in Training.Your selection determines the correct legal footer that will be appended to the test email. Verify that the entries on the Mailing Information tab are accurate: MAT 5. In Production. Verify Entries – Production List tab 62.December 2014 MAT Training for Demand Programs Professionals Page 204 of 231 . The fields in the Tactic Information section are all inherited from system that generates tactic codes.  Offer should be ‘OD_Online_Demo_Campaign-Specific’. Skip the Tele Follow Up section. 59. you would need to select ‘--No Tele Resource--’ in the Tele Followup Resource field if there is no follow-up as part of the campaign design. language options to support all boarded IMTs are presented. Tele follow-up to nurture responders is defined elsewhere.

 Verify the accuracy of the entries in the Test Recipients section. MAT 5. 66.  IBM Campaign ID should be ‘101UT’. Since this On-demand Campaign entry is being created exclusively to upload the email creative and test/approve emails for a nurture touch:  Tele Followup fields should still show the defaults and ‘No Tele Resource’ for the Tele Followup field. Click ‘Status’ to verify the status of the creative upload. You may/not need to log in to MAT File Import tool again to check upload status. Scroll down to the bottom of the Summary screen. including the selection in the Language field.  Mailing Document should reflect 101UT07E tactic code.  Tactic Code should be ‘101UT07E’. Send Test Emails 64. Click Summary tab at the top of the screen.December 2014 MAT Training for Demand Programs Professionals Page 205 of 231 .  eNurture Stream fields should still show the defaults and ‘No Tele Resource’ for the Tele Followup field.  Internal Seed List should be blank.  Reminder Emails should be set to ‘No’. 65. Market Country should be ‘United States’.  Salutation Code should be ‘None’.0 . Test emails shouldn’t be triggered until both tasks associated with email creative upload show as SUCCESS.

67. Click ‘Close’ button to close the MAT File Import Tool.
68. At the top of the Summary tab, click Status link beside the On-demand Campaign
name.

69. Select Start On-demand Campaign.
70. Click Continue button in the Comments window presented.
71. Summary tab should now show that the Next Run will send test emails:

72. Click the green arrow to trigger sending the test emails.
73. Click Cancel when the warning message about modifying dates appears.
74. Watch as the task progresses from Queued to Running to Run finished.
In Production, when the task message displays “Run finished,” that indicates that the
job has been added to the queue for processing, not that the test emails have been
sent out.
It may take as much as an hour for the test emails to be sent from MAT. Once they
have been sent, delivery to your in-box may depend on network speed and how
frequently your Notes mail replicates with the server.
The training environment is not linked to an email engine, so test emails are not
really sent out when we initiate the ‘send test email’ task during training.

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In Production, the user who created the On-demand Campaign will automatically
receive a copy of the test email, as will any MAT users designated on the People tab
and the test email recipients designated on the Mailing Information tab.

Nurture Touch 1 Test Email Approval
If errors are identified in the test emails:

Arrange for corrections to be made in the email creative.

Re-save the creative file (.txt or .html) with the same file name as the original.
The .zip file can be saved with a separate file name to indicate version number.
When you upload the corrected creative, the MAT File Import Tool will replace
the original files with the new ones, and since the files names are the same,
there is no need to edit the Mailing Information tab to re-select the Mailing
Document file name.

Open the Summary tab in edit mode.

Click Status link beside the On-demand Campaign name.

Select Pause On-demand Campaign.

Click Upload link.

Replace the creative package stored in the MAT File Import Tool.

Populate the fields in the MAT File Import Tool, then save and confirm.

On the Summary tab, click Status link beside the On-demand Campaign name.

Select Continue On-demand Campaign to re-start the campaign.

Click the green arrow to re-send test emails with the corrected creative.

75. Once the test emails have been sent, received and approved, re-access the Ondemand Campaign.
76. Click >> and select Workflow.

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The Workflow tab presents a series of tasks leading up to tactic execution. The
screen is broken by a vertical line into two tables. Scroll bars at the bottom allow
you to scroll right in either table.
The workflow will show that the task to send test emails is 100% complete. The next
step is to indicate that the test email has been approved.

77. Click Test Email Approval link to open a window for the task.

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78. Click Status pulldown and select Finished to indicate that the test emails are
approved. MAT will automatically update the percentage to 100%.
79. Click the calendar icon beside the Actual Start field to select the date the test email
review started. You can designate the date the last approval was received in the
Actual End field, but it’s not required by the tool.
80. In Comments, indicate the names of those who gave their approval.

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Workflow tab will show Test Email Approval task as 100% complete. Click Status link beside the On-demand Campaign name. 82. Click << and select Summary at the top of the screen.0 . This ensures that 101UT07E isn’t executed as a stand-alone tactic in error and also ensures that the E-code is not showing as ‘In Progress’. Select Cancel On-demand Campaign on the menu presented. MAT 5. Cancel On-demand Campaign Since the Nurture Touch 1 email will not execute as a stand-alone tactic. 83. Instead. 84. Click Save and Finish button. Therefore.December 2014 MAT Training for Demand Programs Professionals Page 210 of 231 .81. this tactic code is selectable in the template when you define the nurture stream. we will cancel the On-demand Campaign entry used for email creative upload and test emails. it’s not appropriate to continue with the other tasks in the workflow as you would for a typical Proactive Email from List tactic.

86. In the interest of time. Confirm that status on your On-demand Campaign is Cancelled. Click Continue in Comments window presented. The purpose of creating this entry was to upload and test the creative for the nurture touch which will be defined a part of a three-touch nurture stream in the next exercise. otherwise the tactic code for which the entry was created will not be selectable in the Tactic Code field when you create the On-demand Campaign entry to drive the three-touch nurture stream. send test emails and cancel the campaign.85. this Collaborate entry will not trigger delivery of an email tactic or write the 101UT07E tactic code to MAT contact history. We will use these three On-demand Campaigns for the nurture stream: MAT 5.December 2014 MAT Training for Demand Programs Professionals Page 211 of 231 . The On-demand Campaign entry must be in Cancelled status.0 . Collaborate entries to register nurture touch 2 and nurture touch 3. upload the email creative for each one and send test emails have already been created. Repeat for Nurture Touch 2 and Nurture Touch 3 In Production. MAT Actions Given its Cancelled status. you would repeat these steps for nurture touch 2 (101UT08E) and nurture touch 3 (101UT09E). including the steps to upload the email creative.

Click Go to Properties link.0 . Click Close on the Email Creative Import Status screen. Click Save to save your changes.December 2014 MAT Training for Demand Programs Professionals Page 212 of 231 . Sign in to MAT File Import Tool. Click Confirm on the Email Creative Import screen. your edits will be in effect. Edit the Email Creative Properties screen as needed. MAT 5. Make your edits carefully. The job to load email creative uploads and property changes into MAT eMessage runs every 20 minutes on MAT Production.       .Hint: Properties Edits after Activation Should you need to edit elements like Sent From or Subject on a nurture email after it’s been activated:  Click the Upload link at the bottom of the Summary tab on either the Cancelled status On-demand Campaign entry you created to send test emails or the Nurture Stream On-demand Campaign entry. When status shows SUCCESS / SUCCESS.   Check the Status link at the bottom of the Summary screen. You cannot re-test the email with the new properties since the On-demand Campaign entry is in Cancelled status.

8. Click on WW eNurture Not Scope to highlight the template name.December 2014 MAT Training for Demand Programs Professionals Page 213 of 231 . click Add an On-demand Campaign link. MAT 5. 6. when you enter the On-demand Campaign name. 3. then select Add an On-demand Campaign from the pull down menu. Click the plus sign beside All Geos.0 . 5. If you’re on the Home page. replace the default value in the Name field using naming convention of Scope_MasterProgramShortName_StreamName For purposes of this exercise. Skip the Description field. insert your three-character initials at the front of the Name where XXX is your initials: ‘XXX_US_SB_PostEventNurture’. click Actions button at the top right of the screen. Click the plus sign beside Shared Templates. 7. 2. 4. Click Continue button at the bottom of the screen.Hands-on exercise: Nurture stream set-up Nurture Stream Registration Collaborate Shared Template: WW eNurture Not Scope 1. If you’re in an On-demand Campaign entry. Maximize the window presented. On Step 1 screen.

verify and then accept your campaign ID selection. 19. you would select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view. In the pop-up window. enter ‘101UT’ and click ‘Select’ button. For the purposes of this exercise. the choices are All IBM – No Acquisition Marketing Company or a list of acquisition companies that are not yet fully migrated onto IBM marketing systems. In Production. on Production you wuuld enter the intranet ID of the Database Marketer responsible for this campaign/tactic. When an acquisition company is selected. MAT checks for contactlevel permissions/suppressions from the acquired company client database. On-demand Campaign Code will be system-generated. In DB Marketing field. 12.com. 11.9.  For new On-demand Campaigns for acquired companies. 15. 17. 10. Click Next>>. 18. select lboon@us. In Market Country. Click Next >>. the Acquisition Preference Code picklist will be populated with the list of active acquisition companies. Target Start and Target End Date can be left blank. MAT 5. 16. The Step 2 screen is the People tab. Security Policy defaults to Global and should be left as-is.  No action is required for a tactic that is not related to an acquisition.December 2014 MAT Training for Demand Programs Professionals Page 214 of 231 .ibm. highlight/select ‘United States’.0 . The default value for a new On-demand Campaign is ‘All IBM – No Acquisition Marketing Company’. 13. In IBM Campaign ID. In Acquisition Preference Code field. Leave the default as All IBM – No Acquisition Marketing Company in Acquisition Preference Code. 14.

In the Tactic Code field. Keep in mind that response records from GRP are loaded once per day on weekdays. MAT 5. In this Collaborate Shared Template.20. In the Mailing Document field. Your entry in this field designates the number of hours after MAT receives the response record that the first touch in the stream should be delivered. 25. Scroll down to the Touch 1 section. 21. In the pop-up window. select ‘OD_Online_Demo_Campaign-Specific’ for Touch 1. Scroll down to Touch 2 section. 27. select the correct value if MAT has not already populated the field based on your tactic code selection.December 2014 MAT Training for Demand Programs Professionals Page 215 of 231 . The tactic code will not appear as selectable in the pop-up window if  Tactic code has not been registered using the Proactive Email from List Collaborate Shared Template  Tactic code has been registered using Proactive Email from List. 24. In the Offers field. enter ‘101UT08E’ and click ‘Select’ button. 22.0 . Select ‘24’ in the Touch 1 Interval field. If you select an E-code for which creative has not yet been uploaded. verify and accept the tactic code selected. enter ‘101UT07E’ and click ‘Select’ button. but the entry was not moved to ‘Cancelled’ status after the test emails were approved 23. but it may be a day or so after the event takes place before the GRP entry is closed and the attendee data is sent from GRP to MAT. MAT does not display the tactic code name again once you’ve selected the tactic code data row in the pop-up window. 26. In the Tactic Code field. In Production. the Mailing Document pulldown will be blank because there are no selectable values. the offers will be displayed according to the naming following convention: offer version code_offer name_offer type. so be very careful to ensure you have selected the correct tactic code for each touch.

In the pop-up window. The interval in days for Touch 2 email deliveries can be from 01 to 07 days. select the correct value if MAT has not already populated the field based on your tactic code selection. 31. MAT does not display the tactic code name again once you’ve selected the tactic code data row in the pop-up window. In the pop-up window. In the Tactic Code field. 33. verify and accept the tactic code selected. Your entry in this field designates the number of days after Touch 1 was sent that Touch 2 should be sent. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. verify and accept the tactic code selected. In the Mailing Document field.December 2014 MAT Training for Demand Programs Professionals Page 216 of 231 . 30. select the correct value if MAT has not already populated the field based on your tactic code selection. enter ‘101UT09E’ and click ‘Select’ button. In the Offers field. so be very careful to ensure you have selected the correct tactic code for each touch. 35. Select ‘05’ in the Touch 3 Interval field.28. In the Mailing Document field. In this Collaborate Shared Template. MAT 5.0 . 34. 29. 32. Select ‘05’ in the Touch 2 Interval field. In Production. select ‘WP_White_Paper_Campaign-Specific’ for Touch 2. Scroll down to Touch 3 section. 36.

Click on eNurture Parameters tab to review your entries for accuracy:  Acquisition Preference Code should be ‘All IBM’  Touch 1 Tactic Code should be ‘101UT07E’  Touch 1 Interval should be ‘24’ (hours)  Touch 1 Offers should be ‘OD_Online Demo_Campaign-Specific’  Touch 2 Tactic Code should be ‘101UT08E’  Touch 2 Interval should be ‘05’ (days)  Touch 2 Offers should be ‘WP_White_Paper_Campaign-Specific’  Touch 3 Tactic Code should be ‘101UT09E’  Touch 3 Interval should be ‘05’ (days)  Touch 3 Offers should be ‘CS_Customer_Case_Study_Campaign-Specific’  With intervals of 24 hours.December 2014 MAT Training for Demand Programs Professionals Page 217 of 231 . 42. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. Click Finish.0 . Click Next >>. Navigate to the Summary tab for the On-demand Campaign entry. 39. Click Status link beside the On-demand Campaign name. 38. 5 days and 5 days. the nurture stream spans 11 days Tactic Activation 41. With intervals of 24 hours. this nurture stream spans 11 days. 5 days and 5 days. IBM does not use the Attachments tab. MAT 5. In the Offers field. In Production.Your entry in this field designates the number of days after Touch 2 was sent that Touch 3 should be sent. Verify Entries – eNurture Parameters tab 40. select ‘CS_Customer_Case_Study_Campaign-Specific’ for Touch 3. 37. The interval in days for Touch 3 email deliveries can be from 01 to 07 days.

the nurture stream has been made available for use. 46. Click the green arrow in the Next Run pane. follow-up or attract tactics in the campaign. Select Start On-demand Campaign. MAT 5. For the campaign design illustrated in this training. Watch as the job progresses from Queued to Running to Run finished.43. Tele Follow-up to Nurture Stream Responders The WW eNurture Not Scope template did not prompt you to specify any follow-up tele to nurture responders. MAT Actions Activating the Collaborate entry by clicking the green arrow ensures that the nurture stream defined here is selectable in the Collaborate entry for any reach. In other words. Tele follow-up to nurture responders is designated in the Ondemand Campaign entries that trigger delivery of the nurture stream so that the followup tele can differ from source tactic to source tactic. then wait while MAT refreshes. but where in the campaign design this nurture stream will be used depends on which Collaborate entries designate this nurture stream as follow-up to responders.December 2014 MAT Training for Demand Programs Professionals Page 218 of 231 . 44. the nurture stream will be designated as follow-up to event responders and will be selected in the Collaborate entry created to register each event M-code in MAT.0 . 45. Click Continue button in the Comments window.

3. 101UT03M. you would need to register all five as separate On-demand Campaign entries.0 . If you’re on the Home page. click Add an On-demand Campaign link. A single shared M-code cannot be used for all five events even though the agendas for each event are identical. If you’re in an On-demand Campaign entry. Event Solution Tool (EST) requires a separate tactic code for each event. click Actions button at the top of the screen. Click the plus sign beside All Geos.December 2014 MAT Training for Demand Programs Professionals Page 219 of 231 . then select Add an On-demand Campaign from the pull down menu. 2. 101UT02M. 101UT04M. In this exercise. Click on WW Attract Flex Routing to highlight the template name. but in the interest of time. 5. you will register one of the five events in the campaign design as an attract tactic. you will set up an On-demand Campaign entry for one of the five events to trigger delivery of a:    Confirmation call before the event to contacts who have registered to attend Follow-up call after the event to contacts who attended that event Nurture stream to contacts that attended the event or registered but did not attend Tactic Registration 1. 4. In Production. you will create only one in this exercise. MAT 5.Hands-on exercise: Reactive events Events 101UT01M. Maximize the window presented. 101UT05M Collaborate Shared Template: WW Attract Flex Routing In this exercise. Click the plus sign beside Shared Templates.

camstudent15. On the Step 1 screen. camstudent4 IDs camstudent 21. camstudent14. camstudent22. camstudent31.December 2014 MAT Training for Demand Programs Professionals Page 220 of 231 . camstudent18. camstudent26. camstudent36 XXX_US_SB_101UT04M_EventPhoenix  IDs camstudent17. camstudent28 XXX_US_SB_101UT02M_EventMiami  IDs camstudent9. camstudent16 IDs camstudent33. camstudent32 XXX_US_SB_101UT03M_EventDallas  IDs camstudent13. camstudent11. populate Name using naming convention of Scope_MasterProgramShortName_TacticCode_TacticDesc For the purposes of this exercise. camstudent23. camstudent10. camstudent2. camstudent30. camstudent24 XXX_US_SB_101UT01M_EventNewYork  IDs camstudent5. camstudent39. camstudent12 IDs camstudent29.6.0 . camstudent27. camstudent38. camstudent6. MAT 5. camstudent34. camstudent7. camstudent20 IDs camstudent37. camstudent40 XXX_US_SB_101UT05M_EventDenver The illustrations are for entries supporting the New York event. which event tactic you will set up is based on your assigned camstudent ID. 7. Click Continue button at the bottom of the screen. camstudent3. When you populate Name. camstudent19. insert your three-character initials at the front of the Name where XXX is your initials:  IDs camstudent1. camstudent35. camstudent8 IDs camstudent25.

camstudent16 IDs camstudent33. camstudent15. In DB Marketing field. camstudent4 IDs camstudent 21. enter the M-code for your camstudent ID and click ‘Select’ button:    IDs camstudent1. In the pop-up window. camstudent34. Click Next>>. 18. 16. Scroll down to Tactic Information section. camstudent18. camstudent23. camstudent31. camstudent38. In Market Country. Click Next >>. you select MAT users who are part of the team and should see the entry in their My On-demand Campaigns view.8. In the pop-up window. 13. camstudent7. camstudent39. camstudent12 IDs camstudent29. camstudent32 101UT03M for the event in Dallas    IDs camstudent13. 15. Security Policy defaults to Global and should be left as-is. On-demand Campaign Code will be system-generated. camstudent28 101UT02M for the event in Miami    IDs camstudent9. camstudent2. camstudent26. In IBM Campaign ID. 17. use the CTRL key to two offers: MAT 5. In Production. camstudent36 101UT04M for the event in Phoenix    IDs camstudent17.0 . camstudent14. camstudent8 IDs camstudent25. camstudent10. Target Start and Target End date can be left blank.December 2014 MAT Training for Demand Programs Professionals Page 221 of 231 . In Tactic Code. camstudent6. highlight/select ‘United States’. For the purposes of this exercise. camstudent35. 12. camstudent20 IDs camstudent37. enter your own Notes ID. enter ‘101UT’ and click ‘Select’ button. 14. on Production you would enter the Notes ID of the Database Marketer responsible for this campaign/tactic. 9. In the Offers window. Skip the Description field. 21. verify and accept your campaign ID selection. camstudent27. verify and accept the tactic code selected. camstudent30. camstudent22. camstudent11. camstudent19. camstudent40 101UT05M for the event in Denver 20. camstudent3. The Step 2 screen is the People tab. camstudent24 101UT01M for the event in New York    IDs camstudent5. 10. 19. 11.

MAT 5. you will use the pre/post event values in the And Response Type is field to drive the logic. enter the logic to trigger delivery of a confirmation call before the event to contacts who have confirmed their intent to attend the event. The response routing section in the Attract Flex Routing template supports delivery of follow-up tele tactics based upon either Q&A data from a web response or eventspecific data from GRP or AST. the routing rules are designed to trigger delivery of follow-up tele tactics based on the routing rules entered. you would use the When the Question Starts With and And the Answer Starts With fields in conjunction with a value of ‘Web Response’ in the And Response Type is field. In Rule 1.  When the On-demand Campaign entry is for an attract tactic that is an event. Refer to the documentation for the Attract Flex Routing On-demand Campaign template under the Campaign Execution section of the marketing automation wiki for more examples of formatting answers from web response forms.  When the On-demand Campaign entry is for an attract tactic which captures its responses on a web registration form. In that scenario. ‘SB_Event_Breakout_Sessions_Generic’  ‘SB_Event_Demonstrations_Exhibits_Generic’ It may be appropriate to select specific deliverables offered during an event or you may choose the offer values which align to the elements of the event such as briefings.  In either case. For the purposes of this exercise. 23. we will illustrate MAT’s ability to trigger tele tactics based on both pre-event data loaded from GRP before the event takes place and post-event loaded from GRP after the event takes place. hosted tours and demonstrations or exhibits. 22. In Production.December 2014 MAT Training for Demand Programs Professionals Page 222 of 231 .0 . Scroll down to the Response Routing section. the offers will be displayed according to the following naming convention: offer version code_offer name_offer type. the routing rule can use multiple answers (A or B or C) by entering the answer values separated by a “pipe” so the entry in the And the Answer Starts With field looks like ‘A|B|C’.

MAT 5. camstudent20 IDs camstudent37.December 2014 MAT Training for Demand Programs Professionals Page 223 of 231 . camstudent7. select ‘Tele’ 25.com (AG)’ Once this On-demand Campaign entry is activated. camstudent31. camstudent16 IDs camstudent33. camstudent28 101UT09T for confirmation tele for Miami    IDs camstudent9. camstudent32 101UT10T for confirmation tele for Dallas    IDs camstudent13. camstudent19. camstudent22. camstudent23. camstudent40 101UT12T for confirmation tele for Denver 26. camstudent12 IDs camstudent29. select ‘ibm. camstudent26. In Then Route the Response To field. select ‘Pre-event/Confirmed’. as pre-event data for contacts who have confirmed for the event is loaded into MAT from GRP or AST on a daily basis (week days only).0 . camstudent8 IDs camstudent25. camstudent2. camstudent15. camstudent18. camstudent39. camstudent38. camstudent14. camstudent27. camstudent36 101UT11T for confirmation tele for Phoenix    IDs camstudent17. select the T-code designated for the pre-event confirmation call for event your On-demand Campaign entry is supporting:    IDs camstudent1. Those are only applicable when entering routing rules using Q&A data for a web registration form. camstudent3. In And Response Type is field. camstudent6. camstudent4 IDs camstudent 21.Skip the When the Question Starts with and And Answers Starts with fields. In Using Tele Tactic field. camstudent30. which is the value applied by GRP/AST to a contact record when the contact enrolls/registers to attend an event. camstudent35. camstudent11. 24. camstudent10. In And Tele Resource field. camstudent34. MAT will pass the contact records with the appropriate Tcode over to Leads for execution by the designated tele resource. camstudent24 101UT08T for confirmation tele for New York    IDs camstudent5.

camstudent14. camstudent2. camstudent20 IDs camstudent37. camstudent22. camstudent32 101UT15T for post-event tele for Dallas    IDs camstudent13. camstudent8 IDs camstudent25. camstudent36 101UT16T for post-event tele for Phoenix    IDs camstudent17. camstudent28 101UT14T for post-event tele for Miami    IDs camstudent9.com (AG)’ 31. camstudent10. camstudent7. In And Response Type is field. camstudent16 IDs camstudent33. Those are only applicable when entering routing rules using Q&A data for a web registration form. In Using Tele Tactic field. In Then Route the Response To field. camstudent11. select the T-code designated for the post-event follow-up call for the event your On-demand Campaign entry is supporting:    IDs camstudent1. enter the logic to trigger delivery of a follow-up call after the event to contacts who attended that event. camstudent39. camstudent18. which is required. MAT 5. camstudent3. camstudent15. camstudent19. select ‘Tele’ 29. camstudent12 IDs camstudent29. In And Tele Resource field. 28. 27. which is the value applied by GRP/AST to a contact record once the contact has attended an event. select ‘Attended’. camstudent23. camstudent35. camstudent30. Scroll down to Rule 8. Skip the When the Question Starts with and And Answers Starts with fields. camstudent34.December 2014 MAT Training for Demand Programs Professionals Page 224 of 231 . camstudent38. camstudent6. camstudent27.0 . camstudent31. camstudent40 101UT17T for post-event tele for Denver 30. the assigned tele resource may “hold” all the confirmation calls until a designated date right before the event takes place. select ‘ibm.Based on the guidelines agreed to between the tele resource and the Demand Programs Professional. camstudent24 101UT13T for post-event tele for New York    IDs camstudent5. In Rule 2. camstudent26. camstudent4 IDs camstudent 21.

that response will trigger delivery of the 101UT18T call by loading the contact record to MAT Leads as soon as the contact’s response to the nurture stream touch is processed. the nurture stream will be delivered to both contacts who attended the event (post-event status ‘Attended’ in GRP/AST) and contacts who registered for the event but did not attend (post-event status ‘Registered’ in GRP/AST). The remaining fields in the section drive delivery of follow-up tele to responders to the nurture stream (if desired). 34. In eNurture Stream field. select ‘Any Touch’ to designate that contacts who respond to any of the three touches in the nurture stream will be targeted with the 101UT18T tele follow-up tactic. This value will trigger more than one 101UT18T call if the contact responds to more than one touch in the nurture stream. Since the campaign design did not offer a “call me” option on any of the three nurture touches. 32. select the entry for 101UT18T you created in an earlier exercise.In Route Remaining Responses To. a three-touch nurture stream should be delivered to contacts who responded to the event. 33. Based on the campaign design. but does not respond to Touch 3. Scroll down to the eNurture Stream section. contacts who registered for the event but did not attend will not be called. Based on the campaign design.0 . MAT will not trigger any followup tele to the contact when ‘Last Touch’ is selected. select the post-event nurture stream you defined in an earlier exercise. MAT 5. In Followup on Responses with Call Requests Only field. select ‘No’. In Tele Followup Tactic for Nurture Responders field. 35.  ‘Any Touch’ means that if a contact responds to any one of the three touches in the nurture stream. the campaign design dictates calling all nurture responders with an in-scope responsetriggered proactive call. According to the campaign design. contacts who respond to the nurture stream will be delivered an in-scope follow-up tele using the 101UT18T tactic code. leave the default of None. each response will trigger delivery of the 101UT18T call by loading the contact record to MAT Leads as soon as the contact’s response to the nurture stream touch is processed.December 2014 MAT Training for Demand Programs Professionals Page 225 of 231 . Given the underlying logic for this section of the template. In Followup on eNurture Responses After field.  ‘Last Touch’ means that if the contact responds to the last of the three touches in the nurture stream. customers who received the nurture stream could not ask for a call from IBM. If the contact responses to Touch 1 and/or Touch 2.

 All other responders should be routed to None in Rule 8. Name should follow the naming convention and be spelled correctly. IBM does not use the Attachments tab.  Responders categorized as Attended should be routed to Tele using the appropriate T-code and tele resource organization for the post-event tele for the event. 38. If you have selected ‘Any Touch’.December 2014 MAT Training for Demand Programs Professionals Page 226 of 231 . 36. Click Finish.com (AG)’ 37. Navigate to the Tactic & Routing Parameters tab 41.0 .Tactic & Routing Parameters tab 40. Verify Entries . MAT 5.  Responders should be routed to the post-event nurture stream  Responders to the nurture stream should be targeted with 101UT18T in-scope follow-up tele with delivery based on ‘any touch’ and ibm. select ‘ibm. What you choose here and the implications of that choice should be part of your briefing with the tele resource organization who will execute the follow-up tele to your nurture stream responders. Review the entries to confirm their accuracy:  DB Marketer should be a valid Notes ID  Tactic Code should be the M-code for your assigned camstudent ID  Offers should be ‘SB_Event_Breakout_Sessions_Generic’ and ‘SB_Event_Demonstrations_Exhibits_Generic’ 42. they need to know that responders to more than one nurture stream touch will be targeted with the nurture stream follow-up T-code each time they respond.com (AG) as the designated tele resource. Check the entries in the Response Routing section:  Responders categorized as Pre-event\Confirmed should be routed to Tele using the appropriate T-code and tele resource organization for the confirmation tele for the event. Verify Entries – Summary tab 39. Click Next >>. in Tele Followup Resource field.

50. After the event takes place and the GRP/AST data has been fed to MAT. 45. 47. both contacts who attended and no-shows (registered.0 . Select Start On-demand Campaign.Tactic Activation 43. MAT 5. 49. Click Status link beside the On-demand Campaign name. Click Cancel when the warning message about modifying dates appears.December 2014 MAT Training for Demand Programs Professionals Page 227 of 231 . Contacts who respond to any of the three touches in the nurture stream will be targeted with 101UT18T. contacts who attended (attended) the event will be targeted with the post-event follow-up tele. 44. Watch as job progresses from Queued to Running to Run finished. 46. Click Continue in the Comments window. but did not attend) will be targeted with the campaign’s three-touch nurture stream. Click Summary tab. Click the green arrow beside the On-demand Campaign entry. 48. Confirm that status at the top of the screen shows as ‘In Progress’. contacts who have registered (confirmed) for the event will be targeted with the pre-event confirmation call. MAT Actions Before the event takes place. Also after the event takes place and the GRP/AST data has been fed to MAT. an in-scope response-triggered proactive follow-up tele tactic.

December 2014 MAT Training for Demand Programs Professionals Page 228 of 231 .0 .MAT 5.

Click Administration link in the left-side navigator. click Basic Settings. The Basic Settings screen allows users to define initial menu and security settings.December 2014 MAT Training for Demand Programs Professionals Page 229 of 231 . You can also set your default home page to take you to the function you use most. The MAT production environment stores thousands of entries created by users all over the world. 2. Click the Startup Options pull down arrow to review the options available: MAT 5. 3.Customizing MAT Collaborate You and your peers created multiple entries in MAT over the course of this training.0 . but the administrative tools allow you to limit the entries you see. saving a mouse click when you sign on to MAT. Setting Default Home Page 1. On the Administration screen which displays.

On-demand Campaigns and Corporate Campaigns horizontal panes on the Home screen. select a menu option from the pull-down arrow.December 2014 MAT Training for Demand Programs Professionals Page 230 of 231 . 6. 4. The left-side navigator is always displayed. so you can navigate to any of the functions of the tool no matter what view is set as your home page. you may choose to set the Lists or Ondemand Campaigns view as your default home page. To review the choices of views available under List. click Cancel to exit the screen without making changes. but you may want to default to be ‘My Lists’ or ‘Lists Created by Me’ so that you don’t see the active list entries created by other MAT users around the world. Instances Options allows the user to select the views which appear in List Management. To set a default start menu on the MAT Production environment. Setting Default Views 5. Do not change this setting. The default is Active Lists. then click ‘Save Changes’ at the bottom of the screen. Once again back on the Administration screen. MAT 5.The default is Home. but based on your role. To return to the previously saved options. click Instances Options. click the pulldown arrow. click Revert to Saved. Security Options defaults to Global. Since we are working in the training environment and do not want to set a default home page for every user who signs on with this ID.0 .

‘On-demand Campaigns Created by Me’  ‘My’ views present entries on which you are listed as a team member. click ‘Revert to Saved’. whether you created the entry or the entry was created by another MAT user and your ID was added as a team member on the entry using the People tab in the template. whether you created the entry or the entry was created by another MAT user and your ID was added as a team member on the entry using the People tab in the template.‘My Lists’ vs. click the pull-down arrow. The default is Active On-demand Campaigns. but you may want your default to be ‘My On-demand Campaigns’ or ‘On-demand Campaigns Created by Me’ so that you don’t see the active entries created by other MAT users around the world. ‘Lists Created by Me’  ‘My’ views present entries on which you are listed as a team member.0 . MAT 5. To return to previously saved options. Since we are working in the training environment and do not want to set a default view for every user who signs on with your student ID. 9.  ‘Created by Me’ views limit the entries displayed to those you created. To return to previously saved options. 8. click Cancel to exit the screen without making changes.December 2014 MAT Training for Demand Programs Professionals Page 231 of 231 . ‘My On-demand Campaigns’ vs.  ‘Created by Me’ views limit the entries displayed to those you created. select a view option from the pull-down arrow. Click Logout to exit the Marketing Automation Tool. To set a default lists view on the MAT Production environment. select a view option from the pull-down arrow. click ‘Revert to Saved’. then click ‘Save Changes’ at the bottom of the screen. To review the choice of views available under On-demand Campaign. 7. To set a default on-demand campaigns view on the MAT production environment. then click ‘Save Changes’ at the bottom of the screen.