Enterprise Marketing Performance

Marketing Systems Enablement

Marketing Automation Training
for Demand Program Professionals
Tactic execution in Collaborate
MAT 5.0 – May 2014

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Course objective






Understand IBM’s marketing automation vision
Acknowledge Marketing Automation Tool (MAT) role in IBM tools suite
Introduce MAT terms & definitions
Examine critical inputs to MAT execution
Experience MAT tactic execution capabilities
Review Leads functionality
Understand reporting environments

 Course assumes familiarity with processes & tools outside MAT
– Marketing tools overview introduces planning, execution & measurement tools

 Course does not
– Address your complete role as a professional in the Demand Programs organization
– Cover the entire Marketing Transformation process

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© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Course content
 Marketing automation vision
 MAT tools suite & capabilities
 MAT terms & definitions
 MAT sign-in & navigation
 Critical inputs to MAT execution
 Introduction to training campaign
 MAT tactic execution
 Collaborate Shared Templates
 Hands-on exercises

 Naming conventions
 Collaborate troubleshooting
 Special considerations
 Offer management
 Scoring methodology
 Leads basics
 Reporting overview
 Resources
 Course recap

Unica Specialist, DbM & DPP curriculums cover similar topics, however the
depth of coverage on each topic varies depending upon the specific role

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© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 4  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Path to marketing transformation: Capabilities required by CMO & CIO Marketing profession being guided by three imperatives Source: IBM Path to Marketing Transformation 2012 pdf 5 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Automation is an integral part of IBM’s own marketing transformation Process  Management system  Coordinated roles & responsibilities Systems  Real-time audience selection  Consistent tactic execution  Consolidated response capture  Automated response follow-up Process  Tool integration  Sales linkage Process Marketing Transformation Syste ms Skills Skills  Increased collaboration  Client-centric message planning  End-to-end DP role  Relevant education & training Benefits to IBM  Accelerate response capture and improve speed & quality of follow-up  Enhance response to lead conversion efforts  Drive better sales acceptance  Produce greater yields from campaigns  Increase Marketing Contribution Win Revenue  Serve as a role model for Smarter Commerce implementations 6 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 7  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

tactic execution and automated response follow-up Unica  Company founded in 1992 – headquartered in Waltham. tactic code generation. USA  Produces marketing software solutions – Marketing resource management – Campaign management – Marketing execution – Marketing performance & analysis – Acquired by IBM in 2010 – Now part of Enterprise Marketing Management (EMM) business unit in Software Group – Affinium: Brand name on some user sign-on screens 8 8 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Introduction to Marketing Automation Tool Marketing Automation Tool (MAT) IBM-internal tool name for implementation of Unica products to support offer management. Massachusetts.

execution & measurement tools – Current tools are interdependent – Tools cut across Demand Programs roles – Some tools used only in specific scenarios (events. web.Enterprise Marketing Performance: Marketing Systems Enablement Tools will touch all Demand Programs roles in varying depth END-TO-END PROCESS PLAN EXECUTE C&SP Planning Portal CTEBA MTP MFR EST CTEBA Nomination Invitee GRP AST VEC MANAGE  MAT part of broad Marketing tools suite MAM IWM & MAM Central Covario MAT modules Net Insight Sales Connect MRP Sunrise CDPM Marketing tool MARS Sales tool – Planning. financial & asset management) 9 © 2014 IBM Corporation .

BAT & MAT  Facilitates proactive direct mail.Enterprise Marketing Performance: Marketing Systems Enablement Tools overview: Marketing Automation Tool (MAT)  IBM standard environment required for marketing tactic execution  Web-based tool on Unica platform  Utilizes campaign & tactic planning data from two trusted sources of tactic code generation. nurturing & lead validation  Defines offers aligned to buyer journey stage. AST  Uploads responses captured by third parties via MAT File Import Tool  Automates delivery of follow-up tactics to responders  Links to MDb for proactive tactic target audience selection  Includes logic to ensure adherence to audience governance policies  Routes contacts to tele resources for follow-up. GRP. IBM capabilities or industry imperatives supported and program & WW campaign  Enables dynamic display of offers on the web  Provides data to CDPM reporting on Cognos platform 1 © 2014 IBM Corporation . email & tele tactic execution  Consolidates data from registration capture systems: IWM.

lead management in SalesConnect • Allows authorized tele resources to execute outbound telemarketing & follow-up tele Collaborate • Guides user step-by-step through common tactic execution scenarios • Automates delivery of pre-determined followup tactics to responders • Generates tactic codes • Classifies offers and generates offer codes • Provides dedicated sections for enabling offers in Interact 11 1 eMessage Campaign Marketing Operations Interact • Operates behind-thescenes • Manages email content & creative upload Enables dynamic personalized offer delivery on the web © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement MAT modules work together to improve marketing performance • Enables target audience list creation • Supports flexible execution of tactics • Captures incoming response data • Contains offer library Leads • Provides response management function.

MAT receives data from registration capture systems to record responses and initiate follow-up 3. MARS for campaign & program results 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement MAT integrates with sales and other marketing systems EST CDPM MARS SalesConnect CRM Siebel IWM 1 6 4 Registration capture GRP MAT 5 2 3 MDb (& VEC. MAT sends data to CDPM for tactic & campaign performance. MAT is given audience data from the MDb for proactive tactics and in support of LDR calls 4. MAT sends tactic code data to EST for inclusion in event marketing briefs 2. Event Import Tool) AST Other: MAT File Import Tool Tactic codes generated in MAT are available for execution in Campaign or Collaborate within 2 hours 1. MAT shares data with MDb for recording and data analysis 6. MAT passes data to sales management systems for opportunity management 5.

multi-touch nurture and/or single Automates 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 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 1 Generates tactic codes for execution © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement MAT optimizes offer and campaign execution Presents offers dynamically  Delivers offers on IBM web Enables pages based on visitor offers preferences and customized decision rules Automates follow-up tactics  Automates delivery of pre-defined followup tele.

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution capabilities  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement MAT entities MAT Campaign MAT Collaborate Form On-demand Campaign using list Campaign Summary List Template using response history On-demand Campaign “attract tactic” Flowchart List 1 On-demand Campaign Offer © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement MAT entities MAT Campaign MAT Campaign MAT Campaign MAT Term Campaign Summary  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 house 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 1 Description © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement MAT Campaign functions: Sample flowchart Flowchart content  Select audience  Apply suppression/permission  Apply exclusions 1 Logic in Main Audience box: © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement MAT entities MAT Term Form List Template List 1 Description  Forms are automatically created when a flowchart in MAT Campaign is published to MAT Collaborate  Forms are used to create list templates  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. not in the MDb MAT Collaborate Form On-demand Campaign using list List Template List On-demand Campaign using response history On-demand Campaign “attract tactic” Offer © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement MAT entities MAT Term On-demand Campaign Also known as ‘Collaborate Shared Template’ Offer 1 Description  On-demand Campaign (ONDC) templates are used to register tactics in Collaborate  One On-demand Campaign per tactic code & country  Audiences for an On-demand Campaign may be based on a pre-defined list or may be based on response history  All tactics executed through or gathering responses in MAT must be registered & activated using an Ondemand Campaign 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. WW campaign or program MAT Collaborate Form On-demand Campaign using list List Template List On-demand Campaign using response history On-demand Campaign “attract tactic” Offer © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 2  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

other MAT modules. DbM and Unica Specialist MAT training courses  Sign on with student ID & password  Contains limited database of contacts in five US states (no live link to MDb)  Functions & scenarios illustrated are not US-specific – they are relevant worldwide  Not linked to other MAT modules or marketing systems  Day to day working environment used to execute tactics  Sign on with IBM intranet ID & password  Links to region-specific MDb instance (Americas. reporting tools and sales management systems © 2014 IBM Corporation . MDb. other MAT modules  Screen layouts & selectable data values comparable to PROD 21 2  Feeds data to MDb.Enterprise Marketing Performance: Marketing Systems Enablement Dictionary moment: MAT environments Training environment (TRAIN) Production environment (PROD)  I/T environment used for DPP. Europe)  Implemented globally (few exceptions in some IMTs)  Links to EST. Asia-Pacific.

Enterprise Marketing Performance: Marketing Systems Enablement MAT sign-in & navigation  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 Hands-on 2 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 2  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Campaign design package drives successful campaign execution Campaign map with tactics. tactic codes & offers presented Tele resource organization enablement package for tele tactics Scenariospecific elements for web-based tactics 24 2 Target audience definition for proactive tactics Creative for direct mail & email tactics Campaign Design Package provides critical inputs to MAT execution Event resource kits for event tactics Mailing information details for direct mail & email tactics Offer details for campaignspecific offers © 2014 IBM Corporation .

the tactics are linked together as shown on the campaign map  MAT knows what tactic to deliver and when based on the linkages depicted 25 2 © 2014 IBM Corporation . Ongoing campaign may span multiple campaign maps  Campaign map supports Tactic set-up & generation Trusted source for tactic set-up & tactic code generation in MAT Tactic execution Trusted source for tactic execution activities in MAT Improved response follow-up 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.Enterprise Marketing Performance: Marketing Systems Enablement 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. Others may be new this quarter. Some may have entered the market in a prior quarter & still be active.

SB2 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 26 2 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 R037003E Focus nurture touch 1 IWM R037002E Second-chance email Touch 2 + 7 days Any Touch © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Example final campaign map supports campaign execution R037002W Google search R037003W Twitter Presence Banner advertising (W) Reactive Paid search (W) Reactive Social media (W) Reactive BR_MTS overview BR_MTS overview SB_Follow-up Call (call me) Third-party R037001W Google banner IWM IWM 3Q 2014 R037 – Social Business / SB Optimize Your Work Experience with Social/ SB1.

Enterprise Marketing Performance: Marketing Systems Enablement Executing campaigns requires knowledge of campaign design concepts Tactic Tactic Name Name Designation Designation Nurture Nurture Stream Stream Considerations Considerations 27 2 Interaction Interaction Method Method Values Values Registration Registration Capture Capture Systems Systems Available Available Tactic Tactic Type Type Designation Designation CampaignCampaignSpecific Specific Offers Offers & & Generic Generic Offer Offer Types Types Interaction Interaction Method Method & & Tactic Tactic Type Type Alignment Alignment Audience Audience Governance Governance Implications Implications © 2014 IBM Corporation .

Event. audience did not ask for the content  Response-triggered Proactive: Content delivered according to the campaign design.Enterprise Marketing Performance: Marketing Systems Enablement 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. Web-based  Multiple values for Electronic. Direct Mail. Public Relations. 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. Tele. Event. Inside Sales. Response follow-up is response-triggered proactive. Single follow-up email is response-triggered proactive  Tele example: Contact Discovery is proactive. Call request fulfillment is reactive  Interaction method and tactic type combination determines Collaborate Shared Template to complete in MAT 2 © 2014 IBM Corporation . 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. Electronic. Sales Channel.

Business rules and nurture steam design determine next best offer presented .Follow-up tele to nurture steam responders either after any touch or last touch  Custom nurture considerations .Explored further in Science of Nurture education and custom nurture training 29 2 © 2014 IBM Corporation .Client stays in nurture stream by exhibiting positive behaviours .Email tactics delivered within 3-15 days .Enterprise Marketing Performance: Marketing Systems Enablement Nurture streams can be process-driven or client-driven Nurture Nurture Stream Stream Considerations 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 .

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 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 30 Registration capture system not shown on tele tactics – call outcome captured in MAT Leads © 2014 IBM Corporation 3 . direct mail.Enterprise Marketing Performance: Marketing Systems Enablement Campaign map depicts registration capture systems IBM Web Membership (IWM) Registration Registration Capture Capture Systems Systems Available 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.

Enterprise Marketing Performance: Marketing Systems Enablement Offer selection underpins successful tactic execution CampaignCampaignSpecific Specific Offers Offers & & Generic Generic Offer Offer Types Types Offer 31 3 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement

Each offer is categorized by offer type
Campaign-specific offer types

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)

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© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Understanding audience governance is critical to campaign map design

Audience
Audience
Governance
Governance
Implications
Implications

 IBM’s ability to deliver marketing messages is governed by a
mix of country-specific legal restrictions & corporate policies

Permission/
Suppression

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
33

3

‘Scope of
Transaction’

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

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

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,
salutation, test email,
seed lists, delivery &
reminders
 DM: mail house, PO box

 Email: HTML and/or txt
format in .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

Scenario-specific
elements for webbased tactics

Tele resource
organization enablement
for tele tactics

 Strategy & agency
statement of requirements
for content syndication
 Strategy, keyword list, 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,
messaging, offers & lead
validation criteria
 Defined success criteria &
metrics

Campaign-specific offer
details
 Designate offer version
name & code, buyer’s
journey stage, offer type,
tactic usage

Custom nurture

Event resource kits for
event tactics

 Custom nurture workbook
(where applicable)

 Assets for pre-event,
onsite & post-event use

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© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 3  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

response-triggered proactive & reactive tactics  Mix of tactic interaction methods – Tele. interaction method values  Reflect standards-compliant coding  Acknowledge prerequisite tasks outside MAT  Mix of proactive. Electronic. campaigns. Direct Mail.or MAT-generated tactic codes 3 © 2014 IBM Corporation . Web-based – Collectively. these five vehicles represent 94% of tactics delivered globally  Campaign map uses BAT-generated tactic codes and interaction method values  Training platform will utilize MAT-generated tactic codes after v9 upgrade  Mechanics to execute are the same for BAT.Enterprise Marketing Performance: Marketing Systems Enablement Introduction to training campaign  Not an actual campaign. but a realistic example of one  Used to demonstrate iterative campaign mapping  Architected to illustrate specific MAT capabilities  Reflects 2013 programs. Event.

3 101UT Campaign Map MAT Collaborate IK_Information_Kit WP_White_Paper In-scope follow-up tactic © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign – page 1 of 2 Social Business .SB Exceptional Work Experience 2Q13 101UT01D Peak Mailing Direct Mail + Dimensional Package Proactive IK_Information_Kit Campaign owner: Maxine Gillett/UK/IBM 101UT01E Peak Performance Update Electronic + Single followup e-Mail Response-triggered proactive BR_Brochure SB_Follow-up_Call (call me) IWM SB_Follow-up_Call (call me) IWM IWM 101UT01W Google banner Web-based + Internet Banner Reactive 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 3 MAT 2.

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 .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 .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 .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 3 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 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign – page 2 of 2 Social Business .SB Exceptional Work Experience. 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 .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 3  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

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 4 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement MAT tactic execution capabilities  Campaign design depicts tactics in chronological order  Register each collection of related tactics in MAT – Follow-up tele to nurture stream responders. then proactive tactic using that follow-up – Follow-up tactic. then nurture stream – Follow-up tactic.

Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign (part) Social Business . 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 SB_Call_Request_Fulfillment No response-triggered follow-up to Internet Banner responders who requested only the information kit. Reactive follow-up tele to Google banner responders who accept “call me” offer 2.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 Collaborate shared template List + Collaborate shared template 4 © 2014 IBM Corporation .

SB Exceptional Work Experience 3 101UT01D Peak Mailing Direct Mail + Dimensional Package Proactive DIRECT MAIL & FOLLOW-UP 2 IWM BR_Brochure 1 IWM SB_Follow-up_Call (call me) 101UT02T Tele to Peak Mailing CALL ME requests Tele + Call Requested on DCode Response Reactive 101UT01E Peak Performance Update Electronic + Single followup e-Mail Response-triggered proactive IK_Information_Kit 1.Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign (part) Social Business . In-scope response-triggered proactive follow-up email to all direct mail responders 3. Proactive Direct Mail WP_White_Paper In-scope follow-up tactic SB_Call _Request_Fulfillment Collaborate shared template List + Collaborate shared template 4 © 2014 IBM Corporation . Reactive follow-up tele to direct mail responders who accept “call me” offer 2.

Enterprise Marketing Performance: Marketing Systems Enablement

Lotus “Peak Performance” Campaign (part)
Social Business - SB Exceptional Work Experience
New
York
NY

Miami
FL

Dallas
TX

Phoenix
AZ

GRP

Denver
CO

4

1

101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive

2

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. Proactive email invitations
2. Proactive tele booster calls

In-scope follow-up tactic
Collaborate shared template

SB_Event_Registration

SB_Event_Registration

List + Collaborate shared template

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Lotus “Peak Performance” Campaign (part)
Social Business - SB Exceptional Work Experience
EVENTS & SURROUND TACTICS
1. In-scope response-triggered
proactive tele to all nurture
stream responders
2. Not-scope three-touch nurture
stream to all event attendees
3. In-scope response-triggered
proactive confirmation tele to
all event registrants
4. In-scope response-triggered
proactive tele to all event
attendees
5. Reactive event as attract tactic

101UT02M
Miami - 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 - Event
Event + Seminar
Reactive

101UT15T
Post-event tele
Tele + Follow-up on M-Code
Response
Response-triggered proactive

101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
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

101UT17T
Post-event tele
Tele + Follow-up on M-Code
Response
Response-triggered proactive

Denver
CO

SB_Event_Registration

SB_Event_Breakout_Sessions

SB_Event_Demonstrations SB_Meeting with Sales

2

4

IWM

All
locations

4

101UT09T
Confirmation tele
Tele + Pre-event
Registration/Confirmation
Response-triggered proactive

Dallas
TX

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

Miami
FL

GRP

3

101UT01M
New York - Event
Event + Seminar
Reactive

New
York
NY

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: Marketing Systems Enablement

Course content
 Marketing automation vision
 MAT tools suite & capabilities
 MAT terms & definitions
 MAT sign-in & navigation
 Critical inputs to MAT execution
 Introduction to training campaign
 MAT tactic execution
 Collaborate Shared Templates
 Hands-on exercises

4

 Naming conventions
 Collaborate troubleshooting
 Special considerations
 Offer management
 Scoring methodology
 Leads basics
 Reporting overview
 Resources
 Course recap

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement Collaborate Shared Templates  Also referred to as “On-demand Campaign” entries or ONDCs  Defined as a series of screens intended to guide the user through the creation of a list (list template) or tactic registration & activation (On-demand Campaign template)  Intended to enable consistent tactic execution  Executes common execution scenarios with pre-defined logic  Supports tactics with proactive. follow-up or attract intent  Requires an audience list for proactive tactics  Incorporates geo MDb access logic for proactive templates  Presents templates for global use where no MDb access is required 4 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Collaborate Shared Templates 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 4 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Collaborate Shared Templates In all Collaborate Shared Templates …  Enter unique name using corporate-standard naming convention  Associate other MAT users as team members on ‘People’ tab  Designate campaign by selecting Country & Campaign ID – Most data fields populated from tactic code generator  Select tactic code – Most data fields populated from tactic code generator  Select offer(s) presented from picklist provided – Mix of campaign-specific offers & generic offer types  Designate follow-up tele and/or nurture stream for responders – Tele and/or nurture stream must be registered/activated in MAT to be selectable  Use MAT history tables – Write tactic code to contact history table – Read response history table to trigger automated follow-up 4 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Dictionary moment: MAT history tables 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. 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. submit a help desk ticket 4 © 2014 IBM Corporation .

submit a help desk ticket 5 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Dictionary moment: MAT history tables Response history  Data table which records data such as name. 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.

Enterprise Marketing Performance: Marketing Systems Enablement Collaborate Shared Templates: ‘People’ tab All Collaborate Shared Templates include ‘People’ tab      5 Lists MAT users associated with a Collaborate entry Click ‘Edit Member/Role Settings’ Click ‘All Users’ to designate users as team members on a list or On-demand Campaign Users designated as team members on a list see entry in ‘My Lists’ view Users designated as team members on an On-demand Campaign – See entry in ‘My On-demand Campaigns’ view – Receives test emails © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Collaborate Shared Templates: Current inventory 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 Web-based 5 Executed from MAT Campaign (not Collaborate template) WW Attract Tactic Registration WW Attract Flex Routing Event Tele Reactive <geo> Proactive Tele from List WW Response Tele WW Response Tele WW Response Tele WW Attract Tactic Registration WW Attract Flex Routing © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 5  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 5 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 5 © 2014 IBM Corporation .

In-scope follow-up tactic Collaborate shared template List + Collaborate shared template © 2014 IBM Corporation . but they can be included in the target audience for the event invitation. Reactive tele to Google banner responders who request “Call me” 2.Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business .SB Exceptional Work Experience 2 101UT01W Google banner Web-based + Internet Banner Reactive IWM IK_Information_Kit INTERNET BANNER & FOLLOW-UP 1. 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 SB_Call_Request_Fulfillment 5 No response-triggered follow-up planned to internet banner responders who requested only the information kit.

Enterprise Marketing Performance: Marketing Systems Enablement 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 5 © 2014 IBM Corporation .

MAT delivers contact records to Leads when responses to prior/source tactic come in Hands-on 5 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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 deliver scenarios for follow-up tele – Reactive: Account/contact-level suppressions & touch monitoring bypassed. 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: Marketing Systems Enablement Hands-on exercises  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  Recap 5 © 2014 IBM Corporation .

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.Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business . but they can be included in the target audience for the event invitation. Reactive tele to Google banner responders who accept “Call me” offer 2.SB Exceptional Work Experience 2 101UT01W Google banner Web-based + Internet Banner Reactive IWM IK_Information_Kit INTERNET BANNER & FOLLOW-UP 1. In-scope follow-up tactic SB_Call_Request_Fulfillment Collaborate shared template List + Collaborate shared template 6 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Internet banner “attract” tactic 101UT01W Outside Collaborate  Web-based + Internet Banner  Reactive tactic type  Generate tactic code  Coordinate banner creative  Set up IWM form for response capture 101UT01W Google banner Web-based + Internet Banner Reactive 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) 6 SB_Follow-up Call (call me) Captured in IWM IK_Information Kit © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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 6 Hands-on © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 6 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement 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 IK_Information_Kit WP_White_Paper In-scope follow-up tactic Collaborate shared template SB_Call_Request_Fulfillment 6 List + Collaborate shared template © 2014 IBM Corporation .SB Exceptional Work Experience IWM 3 DIRECT MAIL & FOLLOW-UP 101UT01D “Peak Mailing” Direct Mail + Dimensional Package Proactive 2 BR_Brochure 101UT01E Peak Performance Update Electronic + Single followup 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.

Ondemand Campaign entry has already been created for 101UT02T. In the interest of time.  Responses trigger transfer to Leads  LDR sees source tactic code in Leads  LDR can override tele suppression for reactive follow-up tele 6 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement 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.

Proactive Direct Mail IK_Information_Kit WP_White_Paper In-scope follow-up tactic Collaborate shared template SB_Call_Request_Fulfillment 6 List + Collaborate shared template © 2014 IBM Corporation .SB Exceptional Work Experience IWM 3 DIRECT MAIL & FOLLOW-UP 101UT01D “Peak Mailing” Direct Mail + Dimensional Package Proactive 2 BR_Brochure 101UT01E Peak Performance Update Electronic + Single followup 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. Reactive tele to direct mail responders who accept “Call me” offer 2.Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business . In-scope response-triggered proactive follow-up email to all direct mail responders 3.

Enterprise Marketing Performance: Marketing Systems Enablement Response-triggered proactive email 101UT01E 101UT01E Peak Performance Update Electronic + Single followup e-Mail Response-triggered proactive 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 6 WP_White_Paper 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 © 2014 IBM Corporation .

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        6 Supports creative upload into MAT eMessage in .txt and/or .Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates Response Proactive Email: Vehicle-specific considerations    MDb-specific versions for Americas.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. Asia-Pacific. 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. MAT delivers followup emails when responses to prior/source tactic come in © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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  Demo 6 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates Response Proactive Email: Workflow  Test email approval – Pause ONDC. add actual start/end dates & approvers  Set daily recurrence Description 7 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’ Set Target Start/End 12 hours out Daily run – Recurrence tab Set Frequency to ‘Daily’ Set Ending ‘End by’ date Set Frequency to ‘Daily’ Set Ending to ‘Infinite’ or set End by date On-demand Campaign status Update to ‘In progress’ Update to ‘In progress’ © 2014 IBM Corporation . Set Test Email approval status to ‘Finished’.

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 7 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Direct mail 101UT01D 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 7 101UT01D “Peak Mailing” Direct Mail + Dimensional Package Proactive BR_Brochure SB_Follow-up_Call (call me) 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 .

older files are removed © 2014 IBM Corporation . 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.Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates Proactive Mail from List: Vehicle-specific considerations              7 MDb-specific versions for Americas. Asia-Pacific.

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates Proactive Mail from List: Mailing Information Details  Mail house name  Include contacts with PO box addresses (yes/no)  Use of seed lists is not currently supported. but a requirement to support the inclusion of seed lists for direct mail tactics has been logged Hands-on 7 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 7 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement

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

7

Captured in
GRP

SB_Event_Registration

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Invitations emails 101UT02E-101UT06E

7

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

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: Marketing Systems Enablement

Reference: Collaborate Shared Templates
Proactive Email from List: Vehicle-specific considerations



MDb-specific versions for Americas, Asia-Pacific, 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 .txt and/or .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










7

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)
© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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) Hands-on 7 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 8 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement 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 8 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 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 .

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 T-code to contact history) (writes – 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 Hands-on 8 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates Proactive Tele from List: Vehicle-specific considerations      MDb-specific versions for Americas. Asia-Pacific.

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 8 © 2014 IBM Corporation .

SB Exceptional Work Experience EVENTS & SURROUND GRP 1.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 . In-scope response-triggered proactive tele to event attendees 5. Reactive events as attract tactics 2 IWM All locations 8 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York . In-scope response-triggered proactive tele to nurture stream responders 2. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4. Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3.Enterprise Marketing Performance: Marketing Systems Enablement 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 .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 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Phoenix Tele + Pre-event AZ 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 New York NY Miami FL Dallas TX Denver CO 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 1 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: Marketing Systems Enablement 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) 8 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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 deliver scenarios for follow-up tele – Reactive: Account/contact-level suppressions & touch monitoring bypassed. 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. MAT delivers contact records to Leads when responses to prior/source tactic come in Hands-on 8 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 8 © 2014 IBM Corporation .

SB Exceptional Work Experience EVENTS & SURROUND GRP 1. In-scope response-triggered proactive tele to nurture stream responders 2.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 . In-scope response-triggered proactive tele to event attendees 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 . Reactive events as attract tactics 2 IWM All locations 8 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3.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 .Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive New York NY Miami FL Dallas TX Denver CO 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 1 101UT18T Tele to post-event nurture Tele + Follow-up on E-Code Response Response-triggered proactive SB_Meeting with Sales © 2014 IBM Corporation .Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Phoenix Tele + Pre-event AZ Registration/Confirmation Response-triggered proactive 101UT04M Phoenix . In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4.

Enterprise Marketing Performance: Marketing Systems Enablement Nurture stream test emails 101UT07E. 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 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 Captured in IWM 8 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 © 2014 IBM Corporation . 101UT08E.

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 .txt and/or .html formats –            9 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. Asia-Pacific.Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates Proactive Email from List: Vehicle-specific considerations     MDb-specific versions for Americas. cancel entry in MAT to ensure E-code is selectable in Touch fields on WW eNurture shared template © 2014 IBM Corporation . not for nurture emails) When used for nurture creative upload & approval. not applicable for nurture emails) Schedule optional reminder email delivery (up to 21 days after initial deliver.

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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 Hands-on 9 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 9 © 2014 IBM Corporation .

101UT08E. 2. 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 Captured in IWM 9 101UT07E Post-event nurture touch 1 Electronic + e-Nurture e-Mail Response-triggered proactive © 2014 IBM Corporation . 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.Enterprise Marketing Performance: Marketing Systems Enablement Nurture stream set-up 101UT07E.

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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      9 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 © 2014 IBM Corporation .

but is applied to Touch 2 and Touch 3 Touch 1 must stand alone for contacts with contact-level suppression.Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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. 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   9 Can be utilized by multiple tactics in the same campaign Can be utilized by multiple campaigns supporting the same profile © 2014 IBM Corporation . 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.

Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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 9 Hands-on © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 9 © 2014 IBM Corporation .

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 Phoenix Tele + Pre-event AZ 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 Miami FL Dallas TX Denver CO 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 5 101UT01M New York .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. Reactive events as attract tactics IWM All locations 9 3 4 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 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 . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3.Enterprise Marketing Performance: Marketing Systems Enablement 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.SB Exceptional Work Experience EVENTS & SURROUND GRP 1.Event Event + Seminar Reactive New York NY 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 © 2014 IBM Corporation .

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: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive New York NY Miami FL Dallas TX Denver CO 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 © 2014 IBM Corporation .SB Exceptional Work Experience EVENTS & SURROUND GRP 1.Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Phoenix Tele + Pre-event AZ Registration/Confirmation Response-triggered proactive 101UT04M Phoenix . In-scope response-triggered proactive tele to event attendees 5.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 . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3. Reactive events as attract tactics IWM All locations 9 3 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York . In-scope response-triggered proactive tele to nurture stream responders 2. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) 4.

Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business .com (AG)  MAT: WW Response Tele  Used “WW Response Tele” in earlier exercise.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. In the interest of time. 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 1 SB_Event_Registration © 2014 IBM Corporation .

In-scope response-triggered proactive tele to nurture stream responders 2.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 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Phoenix Tele + Pre-event AZ Registration/Confirmation Response-triggered proactive 101UT04M Phoenix . Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3.Enterprise Marketing Performance: Marketing Systems Enablement 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 event registrants (follow-up on invitation email or booster tele that generated enrollment) 4. Reactive events as attract tactics IWM All locations 1 4 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT01M New York .SB Exceptional Work Experience EVENTS & SURROUND GRP 1.Event Event + Seminar Reactive 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .Event Event + Seminar Reactive 101UT17T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive New York NY Miami FL Dallas TX Denver CO 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 © 2014 IBM Corporation . In-scope response-triggered proactive tele to event attendees 5.

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. 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 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business . In the interest of time.com (AG)  MAT: WW Response Tele  Used “WW Response Tele” in earlier exercise.

In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment) All locations 101UT13T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive Miami FL Denver CO 101UT08T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 5 101UT01M New York .Event Event + Seminar Reactive New York NY 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 © 2014 IBM Corporation . In-scope response-triggered proactive tele to event attendees GRP 4. Not-scope response-triggered proactive nurture stream to event attendees & no-shows 3. In-scope response-triggered proactive tele to nurture stream responders 1.SB Exceptional Work Experience EVENTS & SURROUND 1. Reactive events as attract tactics IWM 1 101UT09T Confirmation tele Tele + Pre-event Registration/Confirmation Response-triggered proactive 101UT02M Miami .Enterprise Marketing Performance: Marketing Systems Enablement Lotus “Peak Performance” Campaign Social Business .Event Event + Seminar Reactive 101UT15T Post-event tele Tele + Follow-up on M-Code Response Response-triggered proactive 101UT11T Confirmation tele Phoenix Tele + Pre-event AZ 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 Dallas TX 2.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 .

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 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Reference: Collaborate Shared Templates 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.

Enterprise Marketing Performance: Marketing Systems Enablement Collaborate Shared Template: WW Attract Flex Routing WW Attract Flex Routing  Follow-up tele routing for attract tactics using web response capture – Use When Question Starts with. 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. And Answer Starts with blank – Designate pre-event or post-event status in And Response Type is 1 © 2014 IBM Corporation .

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’ Attended (ID 23)  Default value in the field  Post-event value indicates contact attended the event Web Response (ID 25)  Indicates responses data came from web response capture form (IWM)  Used with any attract tactic using web response capture form 1 Registered (ID 22)  Post-event value indicates contact was enrolled for the event.Enterprise Marketing Performance: Marketing Systems Enablement Collaborate Shared Template: WW Attract Flex Routing Response Type Values Pre-Event \ Cancelled (ID 42)  Value indicates contact enrolled for the event. but did not attend © 2014 IBM Corporation .

Event Event + Seminar Reactive 101UT03M Dallas .Event Event + Seminar Reactive 101UT02M Miami .Enterprise Marketing Performance: Marketing Systems Enablement Reactive events 101UT01M-101UT05M Outside Collaborate  Event + Seminar  Reactive tactic type  Generate five (5) tactic codes  Compete 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 101UT04M Phoenix .Event Event + Seminar Reactive 1 SB_Event Demonstrations Captured in GRP SB_Event_Breakout Sessions © 2014 IBM Corporation .Event Event + Seminar Reactive 101UT05M Denver .

Event Event + Seminar Reactive 101UT02M Miami .Event Event + Seminar Reactive 101UT03M Dallas .Event Event + Seminar Reactive 101UT05M Denver .Enterprise Marketing Performance: Marketing Systems Enablement Reactive events 101UT01M-101UT05M In Collaborate         1 New York NY Miami FL Dallas TX Phoenix AZ Denver CO 101UT01M New York .Event Event + Seminar Reactive SB_Event_Breakout Sessions 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 .Event Event + Seminar Reactive 101UT04M Phoenix .

Enterprise Marketing Performance: Marketing Systems Enablement Reactive events 101UT01M-101UT05M  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 Hands-on 1 © 2014 IBM Corporation .

retail & service providers routed to InfoSphere – Automotive.Enterprise Marketing Performance: Marketing Systems Enablement Other uses of Attract Flex Routing In another campaign …  Internet banner’s web registration form captures customer’s industry & presents “call me”. case study offers 1 IWM  Contacts who accept the “call me” offer targeted with a 100UE14T reactive tele  Contacts who did not accept the “call me” offer targeted with 100UE15T in-scope responsetriggered proactive follow-up tele  Response-triggered proactive calls distributed to different tele resource organizations based on the contact’s stated industry – Manufacturing. banking & chemical routed to ECM  Remaining responses routed to Sales 100UE01W Yahoo banner Web-based + Internet Banner Reactive CS_Customer_Case_Study SB_Follow-up Call (call me) 100UE14T Tele to CALL ME requests Tele + Call Requested on W-Code Response Reactive 100UE15T Follow-up tele Tele + Follow-up on WCode Response Response-triggered proactive SB_Call_Request_Fulfillment SB_Meeting with Sales © 2014 IBM Corporation . navigation. petroleum.

Enterprise Marketing Performance: Marketing Systems Enablement Download your Information kit. Find your Industry. Find your solution Manufacturing Navigation Petroleum Retail Service Provider Automotive Banking Chemical Do you want to be contacted by an specialist? Yes No 1 © 2014 IBM Corporation .

B or C all others 1 100UE15T InfoSphere 100UE15T ECM Pass to Sales © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Other uses of Attract Flex Routing Rep call requested? yes 100UE14T ibm.N.P.R or S A.com no Industry routing Industry M.

Enterprise Marketing Performance: Marketing Systems Enablement Other uses of Attract Flex Routing  Contacts who accept the “call me” offer targeted with a 100UE14T reactive tele  Contacts who did not accept the “call me” offer targeted with 100UE15T in-scope responsetriggered proactive tele routed to InfoSphere or ECM based on industry designated on the web response form 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Customizing Collaborate  Setting default views – Standard views – My On-demand Campaigns – On-demand Campaigns Created by Me Hands-on 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Hands-on exercises  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  Recap 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Recap: Proactive tactic execution set-up & delivery MAT tactic execution MAT set-up Prerequisite tasks Proactive Direct Mail 1 Proactive Email Proactive Tele  Define tactic. generate tactic code in MAT  Create target audience list using data from MDb and/or MAT history tables  Coordinate direct mail creative  Set up response capture form  Identify mail house & delivery method  Coordinate email creative in line with creative standards  Set up response capture form  Define mailing information details  Identify tele resource organization  Brief tele resource organization using enablement package materials  Select customized template. secure and record approval  Emails sent to target audience list & designated seed list  Optional: Reminder emails (conditions apply)  Audience list routed to tele resource organization in Leads  Routing rules in Leads drive call allocation to LDRs  Calls executed from Leads © 2014 IBM Corporation . campaign ID. designate market country. tactic code & select offer(s)* presented  Associate target audience list  Select mail house  Designate follow-up to responders  Upload email creative & input mailing information details  Designate follow-up to responders  Identify tele resource organization  Limited to a single offer*  Activate MAT entry to trigger tactic execution  Tactic code recorded in contact history for all contacts on target audience list  Mail list export file produced & stored on IBM secure server  Notification emails sent to MAT user & designated mail house  Mail house retrieves mail list export file & sends direct mail  Send test emails.

tactic code  Identify tactic scope as ‘reactive’  Designate offer as ‘Call Request Fulfillment’       Identify tactic scope: In-scope or Not-scope  Designate offer to be presented (limited to one offer) Follow-up must be designated before registrations are loaded into MAT When registrations received. campaign ID. touch monitoring and/or contact interest © 2014 IBM Corporation . MAT routes contact records to tele resource organization in Leads module Routing rules in Leads drive call allocation to individual LDRs LDR can see tactic code which generated response & justified follow-up for each record in Leads work queue  None  In-scope: MAT logic will exclude contacts with account-level suppression  Not-scope: MAT logic will exclude contacts based on suppression. generate tactic code in MAT tactic code generator  Identify tele resource organization  Brief tele resource organization using enablement package materials  Designate market country. MAT records follow-up tactic code in contact history When registrations received.Enterprise Marketing Performance: Marketing Systems Enablement Audience governance Follow-up tactic delivery MAT set-up Pre requisite tasks Description Recap: Automated follow-up: Tele-based tactics set-up & delivery 1 Reactive tele Response-triggered proactive tele  Call delivered based on prior response to a tactic in the same campaign in which client specifically requested IBM contact  Client did not request IBM contact  Campaign design is driving call delivery based on response to a prior tactic in the campaign  Define tactic.

but will exclude contacts with account-level suppression  Not-scope: MAT logic will exclude contacts based on suppression. campaign ID. send test emails & secure/record approvals  Select scope-specific template. MAT records tactic codes in contact history  When registrations received. Excludes all contacts in email suppressed accounts  Not-scope: MAT will exclude contacts based on suppression. generate tactic code in MAT (nurture requires 3 tactic codes. one per nurture email) Coordinate email creative in line with creative standards (nurture requires 3 sets of email creative) Set up response capture forms Define mailing information details  Designate market country. does not send touch 2 or 3. designate tactic code. emails sent at designated intervals  When registrations received. upload creative. follow-up email sent  Specific MAT set-up required for registrations that will come in over time versus batch response capture  In-scope: MAT logic overrides contact-level email suppression for Touch 1. touch monitoring and/or contact interest  In-scope: MAT logic overrides contact-level email suppression to send email.Enterprise Marketing Performance: Marketing Systems Enablement Audience governance Follow-up tactic delivery MAT set-up Pre requisite Description tasks Recap: Automated follow-up: Email-based tactics set-up & delivery 1 Three-touch nurture stream Single follow-up email  Campaign design is driving nurture stream delivery based on response to a prior tactic in the campaign  Defined as a series of three emails touches  Campaign design is driving email delivery based on response to a prior tactic in the campaign     Define tactic. offer(s) & delivery interval for each touch  Can designate tele follow-up to responders  Identify tactic scope: In-scope or Not-scope  Designate source tactic code & email tactic code  Designate offer(s) presented  Follow-up must be designated before registrations are loaded into MAT  When registrations received. touch monitoring and/or contact interest © 2014 IBM Corporation .

in-scope or not-scope follow-up  Can use same tele as follow-up on more than one tactic. so the nurture stream must be categorized as not-scope  Deliver in-scope follow-up to attendees  Deliver not-scope follow-up to noshows © 2014 IBM Corporation . email suppressed contacts will be excluded  When nurture stream is in-scope. MAT will deliver Touch 1 to email suppressed contacts. but each use must have the same scope: reactive. in-scope or not-scope  Routing rules allow user to designate different tele tactic codes or different tele resource organizations based on data from registration capture systems  Deliver as in-scope or not-scope  Can use same nurture stream as follow-up on more than one tactic  When nurture stream is notscope. but will not deliver Touch 2 or 3  Deliver as in-scope or not-scope  In-scope & not-scope delivery defined in separate entries  User keys in source tactic code which triggers email delivery  Can use same creative to followup on more than one source tactic using unique tactic code for each  Deliver reactive single email using Campaign flowchart Special considerations for follow-up to event tactics 1 Tele Three touch nurture stream Single follow-up email  Deliver as reactive or in-scope follow-up to attendees  Deliver as not-scope follow-up to no-shows since no-shows are not responses to the event  Same nurture stream delivered to both attendees & no-shows.Enterprise Marketing Performance: Marketing Systems Enablement Recap: Automated follow-up in MAT Options for follow-up to responders Tele Three touch nurture stream Single follow-up email  Deliver as reactive.

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution capabilities  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

tactic ID and tactic name separated by underscores  No spaces between words MAT Collaborate Form On-demand Campaign using list List Template On-demand Campaign using response history On-demand Campaign “attract tactic” US_SB_101UT01E_IntroEmail UK_BA_101AR01E_ReachEmail CN_BAO_CN1BA01D_Invite FR_IL_R001001E_CreateInterest List Offer Master program short names: Marketing Automation Wiki > Campaign execution > Naming conventions 1 © 2014 IBM Corporation . master program shortname.Enterprise Marketing Performance: Marketing Systems Enablement Naming conventions in MAT Lists On-demand Campaigns  Limit 50 characters  Scope.

Enterprise Marketing Performance: Marketing Systems Enablement Naming conventions in MAT Nurture Streams Unica Collaborate  Limit 50 characters  Scope. master program and meaningful nurture stream name separated by underscores  No spaces between words Form On-demand Campaign using list List Template On-demand Campaign using response history On-demand Campaign CN_SB_PostEventNurture US_BA_PrimeContactsNurture “attract tactic” List Offer Master program short names: Marketing Automation Wiki > Campaign execution > Naming conventions 1 © 2014 IBM Corporation .

scope is “ANZ” – Where Belgium & Luxembourg are executing the tactic with a single On-demand Campaign entry in MAT. scope is “BNL” – Where UK & Ireland are executing the tactic with a single On-demand Campaign entry in MAT. scope is “NA” – Where Australia & New Zealand are executing the tactic with a single On-demand Campaign entry in MAT.Enterprise Marketing Performance: Marketing Systems Enablement Naming conventions in MAT: Tactic scope  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 three teams for whom MAT has been programmed to support execution across multiple countries from a single MAT entry – Where US & Canada are executing the tactic with a single On-demand Campaign entry in MAT. ANZ. Benelux or UKI should use the two-character country code in the scope 1 © 2014 IBM Corporation . scope is “GB” – MAT entries for any single-country tactic execution within North America.

Enterprise Marketing Performance: Marketing Systems Enablement Naming conventions in MAT 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.  Scope_Programshortname_StreamName  US_SB_PostEventNurture 1 © 2014 IBM Corporation . users  US_SB_101UT03T_BoosterCallNYC preface their entries On-demand Campaigns with their initials.  Scope_Programshortname_TacticID_TacticName  US_SB_101UT03T_BoosterCallNYC Do not use initials in your entry names in Nurture Streams MAT Production.

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Special considerations: Common Collaborate errors All Collaborate Shared Templates  IBM Campaign ID not in Select button pop-up window – Error in user-entered text. Check the code entered for accuracy – Value appears in the IBM Campaign ID field. the campaign-level data inherited from tactic code generator does not appear and the Tactic Code pull-down is not populated with values for the IBM Campaign ID. click on the ‘Select’ button for ‘IBM Campaign ID’ and accept your campaign ID selection. but the value has not been accepted. To resolve. – Tactic code already registered for same country in another Collaborate entry • Use Look for/Find to search Collaborate for existing entries for the country & tactic code – Tactic code hasn’t been fed from tactic code generator to MAT yet • Allow time for tactic codes to appear as selectable in Collaborate 1 © 2014 IBM Corporation . Check the code entered for accuracy – IBM Campaign ID hasn’t been fed from tactic code generator to Collaborate yet • Allow time for codes to appear as selectable in MAT  Tactic code not in Select button pop-up window – Error in user-entered text.

Enterprise Marketing Performance: Marketing Systems Enablement Special considerations: Common Collaborate errors Proactive Email from List Proactive Mail from List Proactive Tele from List  If you refresh a target audience list and it shows the counts as blank like this …  … it means that your MAT ID does not have private data access to the data tables used to create the target audience list  Open a help desk ticket to request detailed instructions on how to submit a OneTEAM request to “replace access” and ensure you have private data access for the geography you support 1 © 2014 IBM Corporation .

• If table shows SUCCESS and PENDING. tactic code. test email recipients & follow-up to responders • User must select/accept campaign ID & tactic code for Mailing Document value to populate 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Special considerations: Common Collaborate errors Proactive Email from List and Response Proactive Email templates  Pull-down is blank in Mailing Document field on Mailing Information tab – Market Country. value will not appear in the Mailing Document field if email creative has not been uploaded from the Upload link  “Flowchart cannot run” error message – Creative has not been uploaded • Check Status link at bottom of Summary tab to confirm SUCCESS for both actions. IBM Campaign ID and Tactic Code must be selected before any value will appear as selectable in the Mailing Document field’s pull-down – Market Country. mailing document. campaign ID. IBM Campaign ID and Tactic Code are populated. the upload task hasn’t finished yet – Mailing Information tab not completed • Check Mailing Information tab to ensure it’s been populated with country. IBM Campaign ID and Tactic Code values selected on the Mailing Information tab must match the values selected for the same fields populated earlier in the entry – Even if Market Country.

Enterprise Marketing Performance: Marketing Systems Enablement Special considerations: MAT set-up queries for automated follow-up What happens if …. but added it later – To add follow-up on an existing attract tactic entry: • Click ‘edit’ in the existing entry.?  Attract tactic entry is created in MAT after incoming responses are received – MAT will route incoming responses to an exception box and hold them – Once a MAT entry is registered/activated • Responses are recorded in response history table • Automated follow-up as specified in the MAT entry is dispatched – Specified follow-up will go out up to responses up to 25 days old – Responses older than 25 days will be captured/stored. but follow-up will not be actioned  Attract tactic entry did not specify follow-up initially. which puts it in Pause/On hold status • Edit the entry to specify follow-up tele and/or nurture stream to responders • Click ‘Save and Resume’ to put the entry back in ‘In Progress’ status • Click the green button again to ensure the follow-up specifications are written to MAT’s background tables – MAT will deliver automated follow-up to all responses captured after the edit to add follow-up – MAT will not deliver automated follow-up to responses captured before the edit to add follow-up since none was specified when the response was processed in MAT • User can open data remediation ticket with help desk to manually deliver follow-up to prior responses 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement

Special considerations: Single follow-up emails
 Template delivers follow-up email to responders to prior (source) tactic
 Source tactic code identifies prior tactic which should trigger follow-up
 Tactic code designates follow-up email to be sent to the client
 Workflow settings prevent test emails being sent out each time a new response to
the source tactic code is processed
 Workflow settings control how often template runs
– Ongoing or for a defined period of time

 Three distinct actions required by all Collaborate users to avoid negative business
or system impact

1

Item

Action

Impact of no action

1

Document test email approval including approvers

Potential audit exposure

2

Set up daily recurrence in Workflow based upon response
expectations: ongoing v batch response capture

System performance

3

Edit Workflow to avoid sending repeat test emails

System performance; confusion

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Single follow-up email: 1. Document test email approval/approvers
 Names of test email approvers should be captured in workflow
 Required by the process for all emails executed via MAT
 Failure to record test email approval/approvers is a potential audit exposure
 Applies to Proactive Email from List and Response Proactive Email
 Click Test Email Approval link on Workflow tab

1

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Single follow-up email: 1. Document test email approval/approvers
 In the Status field, select ‘Finished’
 In the Actual Start Date field, select the date the test emails were sent
 In the Actual End Date field, select the date the test emails were approved
 In the Comments field, note the names of the test email approvers

 Click Save and Finish to return to Workflow

1

© 2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement Single follow-up email: 2. Set up daily recurrence  Determine response processing expectations for source tactic – Ongoing response capture with end date for daily processing • Example: Follow-up email to on-demand webinar responses – Ongoing response capture with no end date for daily processing • Example: Follow-up email to responses to web-based tactics – Batch response capture – all responses will come in to MAT at once • Example: Post-event follow-up email  Set up daily recurrence for all scenarios above  Note. daily recurrence has a performance impact on the system  When practical. set a processing end date to avoid running template for source tactic which is no longer generating responses 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Single follow-up email: 2. mark send test email task to ‘Skipped’ and populate all necessary fields to save updates to the task – Set Daily Run task to ‘Pending’ – Set Target Start & Target End to twelve (12) hours beyond current time to ensure template will run again twelve hours after its initial activation – Edit Recurrence tab to set End by date when template should stop running • This should be one week after incoming responses will stop coming into MAT – Click Save and Continue to return to workflow – Click Status and select ‘Continue On-demand Campaign’ – Template will run daily until the designated end-by date is reached 1 © 2014 IBM Corporation . Set up daily recurrence  Ongoing response capture with end date for daily processing  Batch response capture – After initial activation. pause the template.

Enterprise Marketing Performance: Marketing Systems Enablement Single follow-up email: 2. mark send test email task to ‘Skipped’ and populate all necessary fields to save updates to the task – Set Daily Run task to ‘Pending’ – Set Target Start & Target End to twelve (12) hours beyond current time to ensure template will run again twelve hours after its initial activation – Review Recurrence tab to confirm Frequency is ‘Daily’ and Ending is ‘Infinite’ – Click Save and Continue to return to workflow – Click Status and select ‘Continue On-demand Campaign’ – Template will run daily 1 © 2014 IBM Corporation . pause the template. Set up daily recurrence  Ongoing response capture with no end date for daily processing – After initial activation.

Edit workflow to stop repeat test emails  MAT will re-send test emails every time a response for the source tactic code is processed unless workflow is set up to avoid doing so  After test emails have been sent.Enterprise Marketing Performance: Marketing Systems Enablement Single follow-up email: 3. approval has been recorded in the workflow and the tactic has been activated via green arrow on the Summary tab – Navigate to Workflow tab – Click Status to ‘Pause On-demand Campaign’ – Click ‘Continue’ in Comments window – Click ‘Run to send email to all Test Recipients’ link – Change Status from ‘Finished’ to ‘Skipped’ – Click Save and Finish to return to Workflow tab – Click Status to ‘Continue On-demand Campaign’  This action will ensure test emails are not re-sent to test email recipients each time one/more responses to the source tactic code are processed in MAT  Unnecessary test emails clog the email send queue in MAT & clutter in-boxes 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Special considerations  Direct mail tactic execution  Web organic tactics  Scope of transaction policy  Registration capture systems’ considerations  Unintended responses  Event-specific automated follow-up considerations  Campaign module additional training 1 © 2014 IBM Corporation .

check the marketing automation wiki under Campaign Execution / On-demand Campaign Templates / Proactive Mail from List 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Direct mail tactic execution  If situation does not permit sending the mail list export file directly to the IBM secure server for retrieval by a Procurement-approved vendor – Select geo ‘Default Mail Vendor’ in Mail Vendor field on Proactive Mail from List – MAT sends the mail list export file to a GSA (Global Storage Architecture) server instead of the IBM secure server – MAT sends email notification to the MAT user and Database Marketer designated in the MAT entry – When ‘Default Mail Vendor’ is selected. file has to be delivered to the vendor • Users should submit a request to Marketing Systems Support/Austin/Contr/IBM for guidance on how to have the file delivered to the mail vendor  For more detail. mail vendor is not automatically notified via email and cannot retrieve the file themselves.

Enterprise Marketing Performance: Marketing Systems Enablement Web organic tactics  Web organic tactics must be set up in MAT as “attract” tactics to ensure capture of incoming responses & automated follow-up to responders  MAT requires one/more offers on each tactic. including organic web tactics  Mix of offers on web organic tactics changes frequently  Specify one offer on attract entry in MAT  Ensure registration capture system reflects current list of offers presented  Registration capture system will send data for all offers accepted to MAT  Specialized programming in MAT ensures all offers accepted are stored in response history table even though only one offer is designated for the tactic  Use CDPM reports to assess offer effectiveness Offers on campaign-specific tactics  Specify all offers presented on all non-organic tactics  Where campaign-specific offers (assets) are not appropriate. use generic offer type values in accordance with the guidance in this training 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Scope of transaction policy  MAT does not police policy limit of one in-scope follow-up per response  Policy adherence is the responsibility of the Demand Programs Professional  Campaign design can mix one allowed in-scope follow-up tactic with a not-scope follow-up tactic to the same responders – In-scope tele (WW Response Tele) – Not-scope nurture stream (WW eNurture Stream Not Scope) – In-scope tele (WW Response Tele) – Not-scope single follow-up email (Response Proactive Email) – In-scope single follow-up email (Response Proactive Email) – Not-scope tele (WW Response Tele) – In-scope nurture stream (WW eNurture Stream In Scope) – Not-scope tele (WW Response Tele) 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Registration capture systems’ considerations RESPONSE CAPTURE  Multiple response capture tools feed data to MAT MAT SalesConnect / CRM Siebel eMessage Manage Manage creative creative Campaign Set Set up up lists lists and and support support end-to-end end-to-end tactic tactic execution execution IWM GRP Create Create touch touch record record AST Other: MAT file import Collaborate Deliver Deliver common common tactic tactic execution execution scenarios scenarios Leads Execute Execute proactive proactive telemarketing telemarketing and and follow-up follow-up tele tele Update/create Update/create response response record record MDb CDPM 1 Update/create Update/create contact contact record record Create Create OPPTY 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 © 2014 IBM Corporation .

30PM US Eastern Data validation ensures registration data can be passed to other systems 144 1 © 2014 IBM Corporation . 11.30AM. including ‘notice & choice’ data Requires valid BAT or MAT-generated tactic code & MAT offer version code Captures contact data. virtual & third-party event data feeds EST & MAT Event data loaded into MAT in batch job on weeknights ThirdParty File Import Tool       Standard template: Format & upload registration data managed outside IBM Brief vendors on minimum data required. follow-up generally 3-5 hours later GRP / AST      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.30AM. profiling data and notice & choice preferences Responses loaded daily: 3.Enterprise Marketing Performance: Marketing Systems Enablement Registration capture systems set-up IWM       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. 7.

Enterprise Marketing Performance: Marketing Systems Enablement Unintended responses  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. 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. 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. Program Profile Routing – CDPM folder: IBM Marketing – Operational Reporting > Reports for SME’s > 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) 145 1 © 2014 IBM Corporation .

Japan replacement tactic codes Web seminar . Japan IWM 101UT… Various drive-to tactics Australia.… 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 1 Meeting with Sales © 2014 IBM Corporation .podcast UK/Ireland response? No Yes 101UT013E On-demand webinar email Single follow-up email (E) Response-triggered Proactive 101UT27W (ANZ). cross industry Tactic code: Deployed for UK & Ireland only Responses generated for UK. Netherlands.… WW digital activity generating unintended responses Reactive 101UT19T (ANZ). Netherlands. Australia. 13W (NL). 13T (NL).Enterprise Marketing Performance: Marketing Systems Enablement Unintended responses: Example UK Social Business campaign Target audience: UK & Ireland IT Managers. Ireland.

but are candidates for not-scope follow-up  Cannot deliver the same in-scope follow-up to both attendees & no-shows Valid follow-up options to event attendees  In-scope tele with not-scope “thanks for attending” single follow-up email  In-scope tele with not-scope three-touch nurture stream  In-scope single email with not-scope tele Valid follow-up options to event no-shows  All follow-up to event no-shows must be delivered as not-scope  MAT supports not-scope tele. so three-touch nurture used as event follow-up must be delivered as not-scope 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Event-specific automated follow-up considerations  Event attendance is a response & therefore eligible for in-scope follow-up  Event no-shows are not responses. nurture stream and/or single follow-up email  Consider delivering not-scope email to no-shows followed by in-scope nurture stream or inscope tele to those who respond to the email  MAT delivers the same three-touch nurture to both attendees and no-shows.

Enterprise Marketing Performance: Marketing Systems Enablement Campaign module additional training Intermediate training  Introduce new functions/processes  Increase flowchart efficiency  Support tactic execution scenarios not currently available in Collaborate  Enable end to end execution in Campaign – Segmentation. triggers and timestamps  Deeper dive into process boxes  Troubleshoot common flowchart errors  Establish mandatory QA review  Key MAT table structure and fields  Reinforce naming conventions Custom nurture training  Select users – technical nurture training for “Nurture Specialists”  Implementing the lessons from Science of Nurture education  Leverage scoring methodology to enable nurture strategy aligned to client buyer journey 1 © 2014 IBM Corporation . some flex routing not addressed in MAT Collaborate Advanced training  Techniques for more efficient flowcharts  Scheduling. sampling.

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Path to marketing transformation: Capabilities required by CMO & CIO Marketing profession being guided by three imperatives Source: IBM Path to Marketing Transformation 2012 pdf 1 © 2014 IBM Corporation .

consistent definitions and offer uniqueness across programs and campaigns Advanced scoring Custom nurture Scores are accumulated by IBM Capability or Industry Imperative to determine each client’s nurture path Nurture streams are planned and messages sequenced based on IBM Capability / Industry Imperative and buyer journey stage defined for accepted offer 1 Dynamic personalized offers Mix of offers presented on the web are customized based on client behavior on the web page Granular permission Client (opt-in/out) preferences captured by IBM Capability and Industry Imperatives – rather than solely at the IBM company level © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Offer management puts clients at the heart of marketing Understanding each customer as individual Creating a ‘system of engagement’. value Designing culture & brand – authentically one Offer management supports multiple personalization initiatives by using improved categorization with additional parameters.

offer is available for tactic execution via Campaign flowchart or Collaborate shared template Leads provides LDR with name of offer version accepted and link to program hub page which describes the offer Designated fields in Marketing Operations enable offer’s use in dynamic personalized offer logic driven by Interact Marketing Automation reporting (CDPM) aligns tactic execution results with offers 152 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Offers are used across multiple marketing applications Marketing Operations (UMO) and MAT Offer Library Report (CDPM) searched to determine if offer already exists One/more offer versions entered and published offer in Marketing Operations (UMO) Offers fed to program hubs from Marketing Operations (UMO) and to MAT offer library in Campaign IWM registration forms validate offer against MAT Offer Library and presents granular permissions Once in MAT offer library.

platform and/or revision or release number  Always created as a “child” of a marketing offer  Used in MAT and registration capture system set-up (example: IWM form) in order to enable granular permissions 153 1 © 2014 IBM Corporation .Up to five program(s). IBM capabilities or industry imperatives  Each marketing offer acts as a ‘parent’ for multiple offer versions Marketing Offer mo1100 Offer Version(s) ov2031 ov2311 ov2312 ov2313 ov10013  Captures data elements that differentiate versions of an offer.Enterprise Marketing Performance: Marketing Systems Enablement Structure of offers in Marketing Operations  Captures data elements that are common to all versions of the offer . such as language. each with one or more campaign(s).Single offer type and single buyer journey stage .

html Benefits  Supports an automated approach to delivering relevant and personalized interactions  Allows us to deliver unique offers throughout client’s buying journey 154 1 © 2014 IBM Corporation .ibm.com/standards/xml/approved/ibmww/mo/bds/Suppression_Permission/SuppressionPermissionPreference_0100.Enterprise Marketing Performance: Marketing Systems Enablement Offer classification: IBM Capability or Industry Imperative Offers now categorized by IBM Capability or Industry Imperative  All programs support one or more IBM Capability. that IBM enables clients to perform. Create a customer-focused enterprise Values & definitions are posted on Business Data Standards website: http://w3. stated in common market terms. which supports one or more Industry Imperative  Each offer can be aligned to a maximum of five (5) unique campaigns IBM Capability: “A business or IT function. either individually or as part of a larger solution” Examples: Application Infrastructure. concerns. Business Analytics or Industry Imperative: “Represents the most pressing issues. business opportunities leaders face in an industry” Examples: Enhance services to increase revenue and manage capacity. except Industry Leadership program.

if a Case Study on SNS Bank’s Multichannel Strategy fits both Compare and Purchase stages.ibm. Compare. which is the earlier of the two in the buyer journey 155 1 © 2014 IBM Corporation . Purchase  Buyer journey is a deliberate and cognitive process that a client moves through on their way to solving their business needs  Clients move toward “Purchase” as they gather information and knowledge Collecting thought leadership and high level information Looking for a solution that addresses a specific pain point Starting to compare features and functionality Serious about moving forward and talking to an expert  Buyer Journey stages established by Science of Nurture education: http://w3.com/medialibrary/media_view?id=161075&back=search&backTo =%2Fmedialibrary%2Fsearch%3FdisplayMediaSet%3D0%26qt%3Dscience%2Bof%2Bnurture%26narrow_filter%3Dall  If an offer supports multiple buyer journey stages.Enterprise Marketing Performance: Marketing Systems Enablement Offer classification: Buyer journey stages  Each offer must be aligned to one buyer journey stage of four: Learn.tap. select Compare. Solve. select the earliest – For example.

Enterprise Marketing Performance: Marketing Systems Enablement Single marketing offer entity supports multiple offer versions Marketing Offer mo1100 Offer type X Buyer journey L Program A Program A Program B Program C Campaign 1 Campaign 1 Campaign 3 Campaign 4 Campaign 2 Campaign 2 IBM Capability a IBM Capability b ov2031 1 ov2311 Campaign 5 Industry Imperative c Offer Version(s) ov2312 ov2313 IBM Capability d ov10013 © 2014 IBM Corporation .

campaigns and capabilities with multiple versions Marketing Offer: mo15751 Analytics: A blueprint for value Offer type: White paper Buyer journey: Learn Program: C-Suite Program: Smarter Computing Campaign: CS Smarter Leadership Campaign: STG Enterprise Systems Business Capability: Business analytics Business Capability: Cloud and IT Optimization Offer Versions: ov18798.en_US Analytics: A blueprint for value .Enterprise Marketing Performance: Marketing Systems Enablement Real example of unique offer entity aligned to multiple programs.es_ES © 2014 IBM Corporation . ov21903 157 1 Language: US English Language: Spanish Analytics: A blueprint for value .

Enterprise Marketing Performance: Marketing Systems Enablement MAT Offer Library Report     Reports on program & campaign-aligned offer versions ‘published’ in MAT Each offer version name is assigned a unique offer version (ov) code Language used in the asset’s text specified at the end of the offer version name Mapped offer identifier view: Previous external offer code (9-digits starting ‘5000’) and its replacement offer version code (6+ digits.ibm. starting ‘ov’) for each offer Language Offer version code Complete guide on pulling MAT Offer Library CDPM report posted in Reporting wiki: https://w3-connections.com/wikis/home?lang=en-gb#!/wiki/Wf8567b99858d_461f_9272_6dc0a863a837/page/Offer%20 Management 158 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Execution considerations for offer versions Offer versions are ‘published’ in Marketing Operations  Fed to MAT Offer Library three times daily (8am. 12 midnight US Eastern) – Immediately available for tactic set-up in either Campaign or Collaborate – Offer version code visible to support registration capture system set-up – Real-time display of assets in MAT Offer Library CDPM report  Fed to program hubs on a regular basis – Offers aligned to multiple programs are fed to multiple program hubs – Offer versions are standard part of execution assets section of program guidance Offer accepted visible to LDR in Leads module to support tele tactic execution  Name of offer version accepted  Link to program hub page which describes the offer Offer performance reports available in CDPM  Offer performance report reveals number of responses for an offer across one or many tactic codes  Offer/tactic performance report part of Campaign Effectiveness Summary report 1 © 2014 IBM Corporation . 4pm.

Enterprise Marketing Performance: Marketing Systems Enablement Successful implementation of these initiatives is dependent on the identification of the offer accepted Campaign-specific & generic offers must be set up in Marketing Operations module  Use MAT Offer Library report to find out ‘offer version code’  Local teams should work with WW program teams to have offers added Offer accepted must be recorded in both the registration capture system & MAT  Registration capture system must identify: – Tactic code to which the contact is responding when the offer is accepted – Offer version code for the offer the contact is accepting  Marketing Automation Tool (MAT) must be set up with: – Tactic code for the country of the contact (responder) – Offer published in the MAT Marketing Operations Offers impact multiple aspects of marketing campaigns  Only select those offer(s) that are being presented on each tactic 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement An introduction to scoring Scoring definition  Method of assigning points to individuals based upon pre-defined criteria  The higher the score. the more likely the individual is to be involved in a buying process and ready to engage with IBM Scoring scope  Score specific online and offline marketing touch points with a client – Interactions (example: email open. The weighting may differ by geography in the future  Assess campaign-specific score threshold above which clients are sent to an LDR as ready for lead validation and below which clients are nurtured with additional marketing tactics  Analyze and fine-tune the scoring methodology over time 162 1 © 2014 IBM Corporation . email click. sponsoring organization. event attendance) Scoring methodology  Capture interactions and responses including frequency and recency of engagement with IBM  Weight point values of interactions and responses relative to each other based upon offer type. buyer journey stage. web response) – Responses (example: white paper download.

Enterprise Marketing Performance: Marketing Systems Enablement An introduction to custom nurture Nurture’s role must adapt as clients gain more control of their Buyer Journey From: Nurture consists of three email touches used to help continue the conversation between response capture and LDR engagement To: • Nurture streams are planned and sequenced to provide multiple potential paths for the client • Nurture continues interactions with clients based upon their interests and needs and across various communication methods • Nurture helps clients move along their Buyer Journey to next-step actions – nurture is triggered and stopped based on the client’s behavior Benefits  A client is only passed to an LDR for lead validation based upon the maturity level of his/her expressed interests resulting in improved LDR productivity. improved lead conversion and ultimately increased marketing contribution to win revenue  Enhances our ability to use predictive offer performance analysis 163 1 © 2014 IBM Corporation .

Client’s total score determines next marketing touch when combined with custom nurture 6. Scores for client engagement determined by pre-determined attributes Interaction type Offer type Sponsoring brand Buyer journey Score Response: 10 Brochure: 10 SWG Learn Total: 20 3. Only responses scored with a valid MAT offer version code will be scored With custom nurture Score > threshold Client sent to LDR for lead validation 1 Score < threshold Client enters different nurture paths based upon buyer journey stage Without custom nurture Scoring of an individual client does NOT influence the delivery of follow-up tactic © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Custom nurture leverages scoring methodology 1. New score is added to any existing scores for that individual in that particular IBM Capability / Industry Imperative • Scores older than 18 months old are automatically removed from the total 4. Client’s aggregated score is assessed against the campaign score threshold 5. Scores assigned based on client interactions and offers accepted 2.

Enterprise Marketing Performance: Marketing Systems Enablement Scoring methodology scenarios A IBM Capability: Data Warehousing Date Interaction type and offer type Score Cumulative Score Sept-10 Email open 5 5 Sept-10 Email clickthrough 10 15 Sept-10 Registered 20 35 Nov-30 Attended (event) 40 75 B IBM Capability: Staff Augmentation Client engages with IBM in three different campaigns and will accumulate separate scores based on activity Scenario A & C: Client scores accumulate over time. Exceeds threshold set for this campaign so bypasses nurture path(s) and is sent to LDR for lead validation C Date Interaction type and offer type Score Cumulative Score Industry Imperative: Create a customer-focused banking enterprise Sept-12 Web response 20 20 Date Interaction type and offer type Score Cumulative Score Sept-12 Offer: online demo 50 70 Sept-11 Web response 20 20 Sept-12 Call (requested) 140 210 Sept-11 Offer: white paper 40 60 1 © 2014 IBM Corporation . passed to nurture path(s) until threshold for campaign has been reached Scenario B: Client scores initial points for Staff Augmentation capability on Sept 12.

IBM Capability / Industry Imperative – Sponsoring brand is determined by the program associated to the incoming tactic  Custom nurture streams need to be built and made live in order to maximize the customer experience  Scores assigned at worldwide and are dependent upon predictive analytics team – Critical mass of data required in order to fine-tune scoring model  Campaign thresholds are set by WW program teams – A minimum threshold level applies 1 © 2014 IBM Corporation . buyer journey.Enterprise Marketing Performance: Marketing Systems Enablement Scoring dependencies  Response has to be recorded in MAT (response history table) with a valid tactic code and valid offer version code in order for it to become eligible for scoring  Scores for responses against unmatched records are calculated when reconciled with a contact record in the MDb  Only responses with valid MAT offer version codes will be scored – Published in Marketing Operations module – Classified with offer type.

accountable and scientific marketing function.Enterprise Marketing Performance: Marketing Systems Enablement Scoring benefits  Enhance LDR productivity  Improve return on LDR investment  Increase return on marketing $ investment  Improve sales and marketing integration and collaboration  Develop a more powerful. based upon real-time insight of client behavior  Better understand the client pain points based upon frequency and recency of engagement with IBM  Deliver higher quality contacts to an LDR for lead validation  Improve campaign effectiveness  Enhance the customer experience 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

event enrollment. leads/opportunities are managed in SalesConnect  Marketing Transformation for LDRs – LDRs can make calls while information is still relevant to the contact – LDRs can make calls with greater confidence & more complete information – Deeper integration between LDRs and Demand Programs – Enhanced rapport between LDRs and Sales 1 © 2014 IBM Corporation . lead/opportunity validation  Despite the name.Enterprise Marketing Performance: Marketing Systems Enablement Leads basics: An introduction  Use of MAT Leads is mandatory for IBM and external tele agencies – References to Lead Development Rep (LDR) include external tele agencies  Leads module in MAT provides capabilities to – Deliver outbound telemarketing activity – Manage follow-up tele to responses from other tactics  Goal of the call is defined as part of the enablement package – Examples: contact profiling. Leads module is not a lead/opportunity management tool – Once validated.

then feed to MII – MII process researches unmatched records & adds them to SalesConnect & MDb  Contact records routed to MAT Leads module every three to five hours  Routing rules in Leads direct contact records to individual LDRs – Common routing rules elements: program.com) or external tele agency  Contact records cleansed & matched against Marketing Database (MDb) – IBMers & ‘bad names’ (Mickey Mouse) are removed in cleansing process – Matched records passed to Leads with MDb account/contact data – Unmatched records passed to Leads with response data. Group value.Enterprise Marketing Performance: Marketing Systems Enablement MAT tele tactic set-up and information flow  Tele tactics defined in either MAT Collaborate entry or Campaign flowchart  Tele resource organization designated as part of tactic execution set-up – IBM Inside Sales (formerly ibm. coverage ID. geographic scope – Delegate functionality allows managers to assign work queues in an LDR’s absence  Each contact record displays all known information about that contact 1 © 2014 IBM Corporation .

LDR changes the status from Waiting to Accepted  Once the record has been accepted. not yet an ‘opportunity’ by IBM’s definition 1 © 2014 IBM Corporation . LDR opens the link to the ‘Opportunity’ to open the Lead Details Page  Despite column label.Enterprise Marketing Performance: Marketing Systems Enablement Working a record in Leads  To work a record.

Enterprise Marketing Performance: Marketing Systems Enablement Data displayed to LDR Collapsible sections on Lead Details page automatically expand to provide more detail  Contact Data – – – – If proactive call. view shows MDb data for the contact record If response follow-up call. view shows data from the response View date & time response recorded in registration capture system Click offer URL hyperlink to access offer accepted by the respondent (link to relevant program hub) – Click ‘Contact 360 view’ to launch a browser window with details on client preferences and current & past offers accepted by that contact as well as recommended offers in the same or next buyer journey stage*  Sub-status History – History log of conversations or attempted conversations with a client  MDB Contact Info – Update – Enables updates to contact information stored in Marketing database  MDB Account Info – Shows MDb data about the account (for matched records only)  Contact Update History – History of contact updates collected  Custom Links – Not currently used 1 * Only visible on matched records with a valid source offer name © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Data displayed to LDR Collapsible sections on Lead Details page automatically expand to provide more detail  Create Net New – Creates a new record for an inbound call from a contact who is not already an open record for the tactic  Create Referral Record – Creates a referral record when the contact reached refers the LDR to someone else within the company  Custom Campaign Report* – Tactics the contact has been targeted with (6-month view)  Custom Campaign Responses Report* – Tactics the contact has responded to (6-month view)  Custom Activity Report* – Non-campaign activity that has been recorded for this contact  Custom Contact Oppty Report* – List of opportunities for which the contact is primary  Custom Account Oppty Report* – All opportunities for the account associated with the contact regardless of who is primary on the opportunity  Custom Answers Report – All additional marketing intelligence questions the contact has answered – Displays original tactic code and offer information when response is routed to LDR with replacement tactic code  Data not currently available. but requirement logged – complete list of offers accepted. complete list of LDR comments associated with a particular contact 1 * Only visible on matched records © 2014 IBM Corporation .

Call Back. No Answer/Busy. Left Message. Completed values are applied to calls currently underway Demand Programs Professionals & LDR managers can monitor calls in progress in CDPM 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement In progress calls MAT sub-status indicates status of the call’s execution  In Progress.

Does Not Fit Audience. Incomplete. and Sent Literature can be used both for call progression and to explain close reasons  BP/Reseller/Consultant. Delayed Response. and Too Old to Pursue should all be used in combination with the appropriate Close Reason  Via ALI 6 used in conjunction with ‘Not Attempted’ close reason to close records in Leads en masse. Education Only. Opportunity Created. Left the Company  Finished calls: Not Interested. Existing Marketing Activity  Unfinished calls: Unable to Contact. Incorrect Tactic.Enterprise Marketing Performance: Marketing Systems Enablement Closed calls MAT’s Reason for Closing field indicates call outcome  Call not tried: Not Attempted. Out of Business. Invalid Phone Number. The requests will need to be submitted by the campaign teams who are responsible for the campaigns to be closed. For Future Contact. Sales Veto. Did Not Download. Sub-status not to be used by LDRs Demand Programs Professionals & LDR managers can review call outcomes in CDPM 1 © 2014 IBM Corporation . Invalid Contact. Accept Offer – No Opportunity MAT sub-status values can add detail to Reason for Closing  Completed. Lost to Competition.

sales is responsible for qualifying a lead 1 © 2014 IBM Corporation . LDR creates a OPPTY record in sales management system  Sales opportunity number can be recorded in MAT by LDR  Record in MAT closed with “Opportunity Created” close reason code  Marketing can validate a lead.Enterprise Marketing Performance: Marketing Systems Enablement Leads basics: Special considerations Capturing new and referral contacts in Leads LDRs have the ability to capture additional contacts for future/immediate interaction  New Record / Contact – A new record would be created for an inbound call from a contact who was not already an open record for the tactic. LDR uses lead validation criteria outlined in the enablement package for the tactic  Once lead is validated. Also includes contacts from LiveChat (separate process)  Referral Record / Contact – A referral record should be created when the contact reached refers the LDR to someone else within the company Opportunity validation  When lead generation is the call objective.

II. Validate Response IV. Validated Lead Qualified Lead Conditional Won © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Recap: Leads basics  All internal and external tele resource organizations work in Leads module  Outbound telemarketing and response follow-up tele handled in MAT Leads  Tele resource organization designated in tactic set-up  Routing to individual LDRs controlled by routing rules defined by LDR managers  All lead/opportunity management performed in SalesConnect  CDPM reports provides visibility of call progress and outcome MAT SalesConnect Create More Leads 1 I. Create Response Nurture & Score Efficiently Progress Opportunities III.

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

nsf/html/cognosreports.html – Internet Explorer preferred browser  Everyone has access to the portal – IBM intranet ID and password prompts appear where authorization required to access specific reports – CDPM: open access – MARS: access granted via OneTEAM  Five distinct areas to the MRP – Welcome – Reports: Contains links to all CDPM and MARS reports – Sunrise – System Status (CDPM & MARS) – Help & Training 1 © 2014 IBM Corporation .Enterprise Marketing Performance: Marketing Systems Enablement Marketing Reporting Portal (MRP)  One reporting portal providing a single access to two reporting environments – CDPM: Campaign Diagnostics and Performance Management – MARS: Marketing Analytics and Reporting System  Accessing MRP – http://lexsln05.ibm.lexington.com/Projects/mrp.

future reports will be developed for WW use  Summary reports detailing email metrics and responses plus optional drill through reports with more specific details by tactic  Strategic reporting  Reports available 24 x 7  Covers EIW data.Enterprise Marketing Performance: Marketing Systems Enablement Marketing Reporting Portal (MRP): Operational & strategic reports Campaign Diagnostics and Performance Management (CDPM) Marketing Analytics and Reporting System (MARS)  Operational reporting  Reports available 24 x 7  Covers MAT data only. metrics  Designed primarily for the IMT. not VLRC & WR  Does not include Unica NetInsight data  Refreshed every 1-4 hours  Delivered in a consistent format globally with standard report design. IMT. IOT or WW level All metrics and dimensions are consistent across the operational and strategic reports 1 © 2014 IBM Corporation . metrics  Designed for multiple audiences  Standard set of pre-defined reports called Marketing Management Packs (MMP) detailing response and opportunity metrics at a country. layout. future reports will link MAT data with EIW data  Refreshed weekly – every Saturday  Delivered in a consistent format globally with standard report design. layout.

IMT All.Effectiveness Summary Program Routing (replacement tactic codes) MARS Marketing Management Packs (MMP) – business and marketing metrics by: WW. GB-Enterprise. Brand Drill through reports available from main report Marketing Lead Create Coming soon End-to-End Effectiveness Summary Program Marketing Report LDR Interactive Reporting Pack Response Management Lead Creation Lead Rank and Status Campaign Architecture Report Enhanced email performance 1 © 2014 IBM Corporation .Offer Performance Summary Response Frequency eNurture Stream . IOT.Offer Library Report . GBMidMarket.Enterprise Marketing Performance: Marketing Systems Enablement Summary: Key reports by reporting environment CDPM: Executive Scorecard Dashboard Tactics executed by Geography with drill through to IMT level Email Effectiveness by Geography with drill through to IMT level Responses by Geography with drill through to IMT level Responses closed out by LDRs with status ‘Oppty Created’ with drill through to IMT level MAT Adoption Report that measures percentage of tactics registered in MAT (also known as MAT Coverage Report) CDPM: Campaign Effectiveness Summary Summary with drill through reports: CDPM: Other reports IMT Effectiveness Summary How is my tactic performing? Email Details Contact Response Details Pre event Contact Details Response Frequency LDR Follow Up reports: Leads by Status / Substatus Personal Contact Information Lead Ageing by Sales / LDR Comprehensive Response Capture Detail (original tactic code for unintended responses) Offers .Counts by IMT .

Enterprise Marketing Performance: Marketing Systems Enablement Accessing CDPM  Everyone has access to the reports – MAT ID not required  Use Internet Explorer to access CDPM directly or via Marketing Reporting Portal – Sign in using your IBM intranet ID and password when prompted – Click on the IBM Marketing Operational Reporting folder ‘Reports for Demand Programs Professionals’ – Click on individual report links to run the reports – Reports are generated in near real-time based on filters applied  For more details. visit Reporting section of marketing automation (MAT) wiki – Education and training includes required Internet security settings – Requirements template for new reports or enhancements to an existing report  Submit support and ‘how to’ questions via Marketing Systems Support taskID 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Accessing MARS  Request access via the OneTEAM application on w3 – See Resources section for URL link to step-by-step instructions  Use Internet Explorer to log into MARS via the Marketing Reporting Portal – Sign in using your IBM intranet ID and password once access granted – Select ‘Marketing Analytics and Reporting System’ – Select the geography/IOT/IMT folder applicable to your role • The WW/IOT/IMT geo structure is a way to organise reports specific to a location • Business users can view reports in ALL report folders – Click on individual report links to run the reports  Visit the MARS w3 pages for further information and training  Request new or enhanced reports via a standard template on the MAT wiki  Submit support queries via MARS Adminstrator/Atlanta/Contr/IBM task ID 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Recap: Reporting overview Two reporting environments accessed via Marketing Reporting Portal  CDPM – Campaign Diagnostics and Performance Management – Operational reporting – Reports on MAT data only – will never include VLRC or WR data – Does not include Unica NetInsight data – Reports built with user-defined filters and data refreshed every 1-4 hours – Primarily designed for IMT DP professionals and tele resource organizations – Open access using IBM intranet ID and password  MARS – Marketing Analytics and Reporting System – Strategic reporting – Reports on EIW data and will link to MAT data for some reports in the future – Pre-defined reports refreshed weekly – Primarily designed for all DP professionals – WW/IOT/IMT – Access requested and granted through OneTEAM application 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

com IBM Marketing Automation Wiki  Reference materials & discussion of all MAT modules  Applicable to all marketers. not just MAT users Education & Training Materials  Glossary.ibm. MDb & reporting  Available to users & non-users 8 AM to 6 PM across all geographies  Marketing Systems Support/Austin/Contr/IBM or mktsystem@us. not just MAT users © 2014 IBM Corporation . content is primarily for MAT users Frequently Asked Questions  Common questions & best practices  Applicable for all marketers. MFR.Enterprise Marketing Performance: Marketing Systems Enablement Resources: Support & information for all marketers 1 Marketing Systems Support Desk  Operational & how-to support for all MAT modules. not just MAT users Marketing Systems Community  Information on Marketing Systems strategic initiatives  Applicable for all marketers. recordings & materials for Marketing Systems education & training  Applicable for all marketers.

Enterprise Marketing Performance: Marketing Systems Enablement Resources: Marketing automation wiki Marketing Automation Wiki  Introduction to marketing automation presentations  Best practices memos  Campaign execution guidance  Support information  System operations MAT demo  Shortcut on wiki home page System status  Notice board displays system status Creative standards for email  Marketing automation wiki: Campaign execution / Email Creative Standards  Email creative standards 1 IBM Marketing Automation Wiki Seed lists for proactive email  Marketing automation wiki: Campaign execution / Email Seed Lists  Email seed lists Third-party response data  Response data from external vendors  Specific file format required for upload  Marketing automation wiki: Campaign execution / Third party file format standards  Third party file format standards  MAT File Import Tool training Offer management  Marketing automation wiki: Campaign execution / Offer Management  Step-by-step guide to pulling MAT Offer Library report in CDPM  Offer management © 2014 IBM Corporation .

Tele . responsetriggered proactive. reactive)  Account & contact suppressions applied  Field-specific details by section  Work-arounds in place  Print-screens 1 © 2014 IBM Corporation . geography-specific applicability  Audience data source (list.Enterprise Marketing Performance: Marketing Systems Enablement Marketing automation wiki: Collaborate Shared Templates IBM Marketing Automation Wiki  Collaborate Shared Templates documented on Marketing Automation Wiki  Separate entries for each template under “Campaign Execution”  Worldwide vs.)  Relevant tactic types (proactive. response history)  Relevant tactic interaction methods (Electronic..

Enterprise Marketing Performance: Marketing Systems Enablement Resources: Quick Reference Guide  Series of ‘cheat sheets’ to aid campaign and tactic execution – Current inventory of On-demand Campaigns – Vehicle-specific considerations – Impact of audience governance policies on follow-up tactics – Special considerations for automated follow-up tactic execution – Special considerations for event-specific automated follow-up  Additional information for Unica Specialists and Demand Programs Professionals – Common Collaborate errors – Documenting email test approval including approvers – Setting up single follow-up emails based upon response expectations – Setting up single follow-up emails to avoid repeat test email sends 1 © 2014 IBM Corporation .

com/standards/xml/approved/ibmww/mo/bds/Suppression_Permission/SuppressionPer missionCountryMediumStatus_0100.html  Marketing Systems glossary – http://w3.tap.ibm.ibm.html  Country opt in/out designations by media – http://w3.ibm.Enterprise Marketing Performance: Marketing Systems Enablement Resources: Online reference materials  Asset standards – http://w3-03.com/medialibrary/media_view?id=103319  Touch Monitoring System (TMS) geo-specific tactic delivery intervals – https://w3-connections.tap.com/wikis/home?lang=en#/wiki/Preference%20Based%20Marketing%20 Strategy/page/Preference%20Based%20Marketing%20Strategy  Quick Reference Guide – Unica Specialist & DPP: http://w3.com/medialibrary/media_view?id=171877 – DbM: http://w3.com/medialibrary/media_view?id=185951  Preferences based marketing (including suppression) – https://w3-connections.ibm.ibm.ibm.tap.com/marketing/dist/ce_standards.com/wikis/home?lang=en_GB#/wiki/Wf8567b99858d_461f_9272_6d c0a863a837/page/Touch%20Monitor%20System%20%28TMS%29 1 © 2014 IBM Corporation .ibm.

MARS access instructions http://lexsln05.ibm.html .com/Projects/marswhk.wss 1 © 2014 IBM Corporation .com/marketing/automation/cognos/servlet/Gateway – Education and training information https://w3-connections.ibm.ibm.lexington.html  OneTEAM – Access to MARS https://w3-03.com/finance/access/login.nsf/html/requesting_access.com/Projects/marswhk.com/transform/bacc/cognos/bi01n/ServletGateway/servlet/Gateway .Enterprise Marketing Performance: Marketing Systems Enablement Resources: Reporting tools  Marketing Reporting Portal (MRP) – MRP access – http://lexsln05.Education and training information http://lexsln05.ibm.nsf/html/help_home.com/Projects/mrp.lexington.com/wikis/home?lang=en_GB#/wiki/Wf8567b99858d_461f_9272_6dc0a863a837/page/Rep orting  Marketing Analytics and Reporting system (MARS) – End to end reporting and VLRC/WR performance data https://w3-03.lexington.ibm.nsf/html/cognosreports.html  Campaign Diagnostic & Performance Management (CDPM) – MAT operational reporting https://w3-01.ibm.ibm.

jsp – Authorization to MAT Production based on training class completion – Once authorized.do – Collaborate https://w3.ibm.ibm. sign on using your IBM intranet ID & password 1 © 2014 IBM Corporation .com/marketing/automation/Campaign/main.Enterprise Marketing Performance: Marketing Systems Enablement Resources: MAT production URLs  MAT access granted based on – Approved OneTEAM request – Instructor validation that user has completed hands-on MAT training  MAT Production URLs – Campaign https://w3.com/marketing/automation/collaborate/affiniumcollaborate.

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises 1  Naming conventions  Collaborate troubleshooting  Special considerations  Offer management  Scoring methodology  Leads basics  Reporting overview  Resources  Course recap © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Course content  Marketing automation vision  MAT tools suite & capabilities  MAT terms & definitions  MAT sign-in & navigation  Critical inputs to MAT execution  Introduction to training campaign  MAT tactic execution  Collaborate Shared Templates  Hands-on exercises          Naming conventions Collaborate troubleshooting Special considerations Offer management Scoring methodology Leads basics Reporting overview Resources Course recap  Complete class evaluations  Delete URL to training environment  MAT license issued based on successful course completion 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement 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.biz/BdDyzX 1 © 2014 IBM Corporation .

Enterprise Marketing Performance: Marketing Systems Enablement Thank You THANK YOU! 1 © 2014 IBM Corporation .