IBM is a globally integrated enterprise organisation operating in 170 countries. IBM serves a wide and diverse client base by providing innovative solutions to solve business challenges with an end-to-end portfolio of consulting, technology and services combined with deep business insight.
Slipstream has worked with IBM since 2005, covering numerous IBM solution sets and routes to market. Slipstream, in conjunction with IBM’s EBF (Enabling Business Flexibility) division pioneered the development of a lead nurturing programme to enhance IBM’s existing demand generation activity.
The programme was based on IBM’s ‘Learn Scope Select’ methodology, championed by IBM’s Marketing Transformation Leader. This ongoing nurturing activity has been developed to assist IBM by identifying suspects, prospects and customers and building relationships with them through early engagement and throughout their purchasing cycle.
Slipstream runs nurturing campaigns that continue dialogue with prospects and influences their progression towards selection and purchase.
This process involves allocating long term opportunities into one of three categories depending on where they are in their buying cycle. Leads are categorised as ‘Learn’ (potential client at the initial stages of a project), ‘Scope’ (interest in case studies, white papers, conducting research) or ‘Select’ (interested in comparing and engaging with vendors).
Slipstream maintains a dialogue with those in the ‘Learn’ and ‘Scope’ stages as they move through the sales cycle, using targeted collateral and promoting IBM’s solutions and awareness of the IBM brand.
Once opportunities reach the ‘Select’ stage they are handed over to the IBM sales teams for direct sales engagement.
Background
IBM’s objectives were to provide a continuous flow of new business through the sales pipeline, maximising the effectiveness and efficiency of demand generation campaigns. They wanted to maintain engagement with their prospects across the different stages of their buying cycle, using appropriate media and messaging to build a relationship with prospects and influence their decisions towards IBM solutions.
IBM was also looking to improve the handover of qualified leads between marketing and sales, to maximise ROI.
Challenge Solution
IBM’s EBF division commenced their first initiative with Slipstream in 2006. Following early success, Slipstream and IBM have continued to develop and enhance the demand generation and lead nurturing activity to maximise return on investment.
As well as achieving full visibility of leads across the pipeline, IBM has achieved an ROI of over 4500% across the campaign duration, and has achieved around 50% uplift in leads progressing through to sales stage. Slipstream and IBM were finalists for the 2009 B2B Marketing Awards in the “Best Lead Nurturing Initiative” for their continuing thought leadership in this area.
