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2. Defining Nurture

2. Defining Nurture. Science of Nurture within Marketing Context. Nurture has become more important as clients have gained greater control over the Buyer Journey. The client Buyer Journey has changed Digital channels now allow engagement when our clients want to engage

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2. Defining Nurture

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  1. 2. Defining Nurture

  2. Science of Nurture within Marketing Context

  3. Nurture has become more important as clients have gained greater control over the Buyer Journey • The client Buyer Journey has changed • Digital channels now allow engagement when our clients want to engage • Clients often self-Nurture, requiring us to interact on their terms • We are able to understand our clients’ intentions through digital interactions far better and far faster than ever before • We can respond with relevant and timely information – even before the client is ready to speak with Sales • This offers us the opportunity to partner more effectively with Sales by improving the quality of the leads and the timing with which they are handed off to the LDR and Sales teams

  4. Capability Level Page Client Need Page Drive to Email Additional Client Need Pages 3 2 1 We’ve already made significant progress Immersive multi touch Nurture executed in 2011 for Information Integration & Governance Homepage Further explorationof site enabled upon offer download Additional Capability Level Pages Three-touch eNurture stream launched upon offer download +10 days +2 days Same day Emails drive to deepening offers on other sites

  5. With this new method, the definition of nurture must evolve: FROM TO Nurture is an approach to continue interaction with clients, based upon their interests and needs, across a variety of communication methods. Nurture helps the client move along the Buyer Journey to next- step actions. Nurture will be triggered and stopped based on the client’s behavior. And, only based on the client’s readiness will it be passed to engage LDRs for lead validation and assists Sales with the progression of leads to wins Nurture consists of three email touches, used to help continue the conversation between response capture and LDR engagement

  6. We need a more effective approach to marketing From: One size fits all and what IBMwants to say To Personalized around the client, what they are looking to understand,what needs they have to solveWhen and where they require.

  7. MdB Transformation Expand to include contact personal preferences and behaviors New Approach to Briefs Planning for interactions and system of discipline briefs Offer Creation & Management Offer repository Nurture Planning Standardized best practice for Science of Nurture New Approach for Content Application of brand differentiators in development and Blueprint taxonomy and API for management New Campaign Process Ready-to-execute campaigns New Labor Strategy Leverage regional marketing centers and redefine WW/IMT skill base Where does Science of Nurture fit…. Enabling Technologies Process & Methods Skills Transformation New Marketing Roles DbM Nurture Strategist, transform MM/DP into Demand Management discipline Persona & Buyers Journey Common methodology, development of +100 Personas, consistent application of buyers journey and hurdles New Unica Capabilities Nurture map flow charting, LDR call queues via advanced response scoring Customized Nurturing Educate DP/MSM to deliver personalized offers based on preferences & behavioral insights New Unica Modules Personalize web content delivery via Unica Interact Unica Planning –workflow enablement

  8. This education is a great foundation • We can accelerate the business impact of marketing through Nurture. • This education will equip you with the ability to drive increased yield and to fully leverage the capabilities offered by the MAT (Marketing Automation Tool) • By participating in this education, you will have a comprehensive understanding of the evolved approach to Nurture, including: • Identifying Objectives and Target Audiences • Using the Buyer Journey and Personas • Mapping the Buyer Journey • Defining Content and Asset Needs • Capturing the Response and Scoring it • Measurement and Optimization • Constructing Nurture • Nurture can only be successful if we commit to fully utilizing the capabilities in this education

  9. Summary of learnings • Nurture will be transformed from a three touch email stream to a personalized experience for each client based on their demonstrated interest areas to move them along the Buyer Journey to LDR/Sales and to assist with the progression of responses to wins • We need to address the reality that clients today have gained greater control over the buying process, are involved in client-initiated Nurture, are using digital channels and are deciding for themselves when they want to engage • MAT capabilities have matured, allowing us to have deeper, more meaningful interactions with our targets • There are three goals of Nurture, and each is aligned to the Demand System goals, which serve as the foundation of how we will improve Nurture • Refocus on our target clients • Communicate what a client needs to understand • Design Nurture based on client focus going beyond eNurture

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