CASE STUDY: IBM's 'Learn-Scope-Select' lead nurturing initiative

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.