Handout Campaign Design Package

2014 IBM Corporation

Enterprise Marketing PerformanceMarketing Systems Enablement

Campaign Design Package Principles

Prerequisite knowledge for in-country campaign design, adaptation and execution

June 2014


Enterprise Marketing Performance: Marketing Systems Enablement

22

Course objective

Understand key elements of a campaign design package Acknowledge role and benefits of the campaign map Illustrate campaign design concepts with an example campaign map Examine corporate policies that influence campaign design Document critical inputs to MAT execution

Course assumes Familiarity with the Marketing Tools Overview education Knowledge of the program hierarchy and key terminology

Course does not Recommend which tactics should be employed at each part of a campaign Explain which offers to present at each stage of the buyer journey Address actions required in other planning & execution systems Cover your complete role as a professional in the Demand Programs organization



33

Marketing roles collaborate to drive successful campaign planning and execution in order to drive growth

WW Program TeamEnsures guidance

documentation and content for Marketing campaigns, together

with aligned sales plays

Demand Programs ProfessionalExecutes marketing campaigns designed to generate and progress leads

Market Segment ManagerDevelops recommendations to drive market

segment performance based on identified priorities

Other RolesCollaborates with other disciplines inside and

outside of Marketing in order to ensure end-to-end campaign success

Digital SpecialistInforms, guides and makes recommendations on the various digital capabilities available to implement at program level

Database StrategistEmploys principles of audience segmentation and targeting to achieve Marketing objectives

Marketing

Local Program LeadManages in-country end-to-end

marketing execution and responsible for campaign

delivery for their specific brand

June 2014 Campaign Design Package Principles Page 3



44

Campaigns are planned and executed within a defined structure

Contextual Advertising

A program is a strategic set of aligned campaigns designed to address a target market with a common value proposition, key messages, offerings, sales plays & execution elements

A campaign utilizes multiple tactics to deliver a series of messages with a single value proposition to a target audience to achieve a business objective

Program

Campaigns

Groups

Tactics

Offers

A group is a keyword assigned to one or more tactics within a campaign to facilitate tactic categorization & reporting

A tactic is a single marketing activity designed to produce a desired response in target audience

An offer is a single call to action or proposition presented by a tactic. A tactic may present more than one offer. An offer may be presented on more than one tactic



55

Event resource kits

for event tactics

Scenario-specific elements for web-based tactics

Mailing information details for direct mail & email tactics

Creative for direct mail & email tactics

Offer details for campaign-specific offers

Tele resource

organization enablement package for tele tactics

Campaign map with tactics, tactic codes & offers presented

Target audience definition

for proactive tactics

Campaign design package drives successful campaign execution

CampaignDesign

Package




66

Campaign map is a visual depiction of a campaigns design

Created by Demand Programs Professional

Campaign map depicts planned tactics for a stated period of time. Some may have entered the market in a prior quarter & still be active. Others may be new this quarter. Ongoing campaign may span multiple campaign maps

Campaign map depicts how tactics in a campaign align with one another In MAT, the tactics are linked together as shown on the campaign map MAT knows what tactic to deliver and when based on the linkages depicted

Campaign map supports

Tactic execution

Trusted source for tactic execution activities in MAT

Tactic set-up & generation

Trusted source for tactic set-up & tactic code generation 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



77

Initial campaign map provides foundation on which to layer campaign design concepts

Designates framework program, campaign name and group supported Indicates timeframe in which tactics depicted are active Identifies campaign owner Notes ID Depicts chronological flow of tactics in a campaign Illustrates each separate tactic which requires a tactic code

Platform (Excel, Symphony, PowerPoint) used not mandated by Corporate




88

Example campaign map comprises tactics across multiple communication vehicles

Three web-based tactics Email to target audience list LDR call to web responders who specifically requested IBM contact Face-to-face event LDR call to event attendees Follow-up emails to both event attendees and no-shows Additional email to contacts who did not respond to event invitation Three-touch nurture stream to event no-show email responders and additional

email responders LDR call to all nurture stream responders

Sample illustrates elements of a campaign map, not the ultimate in campaign design



99

Event Invitation Email

Focus nurture touch 3

Call to nurture responders

Call to web responders

Second-chance email



Tele to attendees

Thank you for attendingemail

Sorry youve missedemail

One day IBM event

Googlebanner

Google search

Twitter Presence

Initial campaign map illustrates tactics required in a campaign




1010

Executing campaigns requires knowledge of campaign design concepts

Tactic Name DesignationTactic Name Designation

Interaction Method Values


Tactic Type DesignationTactic Type Designation

Interaction Method & Tactic TypeAlignment


Nurture Stream Considerations


Campaign-Specific Offers & Generic Offer Types


RegistrationCapture Systems Available


Audience GovernanceImplications




1111

Unique label for a single marketing activity designed to producea desired response in the target audience

Limited to 100 characters & spaces

Used in MAT, EST & CDPM reporting

MAT tactic code set-up

MAT execution CDPM reporting

EST

Tactic Name DesignationTactic Name Designation

A unique tactic name is created for each tactic within a campaign




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Interaction Method selected is reflected in the tactic code format & dictates the tactic type value

Interaction Methods are divided into nine sets with multiple values for Electronic, Event, Tele & Web-based tactics

WEB-BASED WWELECTRONIC EE



Interaction Method designates how the message will be delivered



1313

Interaction Method sets are categorized into more granular values

ADVERTISING

Advertising (A)

AA DIRECT MAIL Direct Mail (D)

DD ELECTRONIC e-Contact (E) Event invitation (E) Fulfillment request (E) Mobile marketing (E)

EE Nurture email series (E)

Single follow-up email (E) Subscription (E)

Unsolicited email (E)

EVENT

Face-to-face event (M) Virtual event (M)

MM INSIDE SALES Inside Sales (Q)

QQPUBLIC RELATIONS Public Relations (P)

PPSALES CHANNEL

Sales Channel (S)

SS TELE Appointment setting (T) Call request fulfillment (T) Contact discovery (T) Post-event call

to attendees (T) Post-event call

to no-shows (T)

TT WEB-BASED Banner advertising (W) Contact modules (W) Content syndication (W) Contextual

advertising link (W) Landing page (W) Live chat (W) Mobile advertising (W)

WW Paid search (W) Social media (W)

Viral marketing (W) Web page (W) Webcast (W)

Pre-event enrollment (T) Pre-event reminder (T) Response follow-up (T)

Unsolicited call (T)




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Tactic Type categorizes tactic based upon the motivation for delivery

Response-triggered Proactive

Post-event call to attendees


Post-event call to attendees

Proactive tactics are delivered according to the campaign design

Reactive tactics are either delivered only when requested by the audience or delivered only when a specific action is taken by the audience

Response-triggered Proactive tactics are delivered according to the campaign design & prompted by response to a prior tactic in the campaign

ReactiveFace-to-face event

ReactiveFace-to-face event

ProactiveEvent invitation

ProactiveEvent invitation

Tactic Type Designation

Tactic Type Designation



1515

Tactic Type is automatically computed based on Interaction Method

Appointment setting (T) Contact discovery (T) Direct Mail (D) e-Contact (E) Event invitation (E) Inside Sales (Q) Mobile marketing (E) Pre-event enrollment (T) Sales Channel (S) Unsolicited call (T) Unsolicited email (E)

Nurture email series (E) Post-event call to attendees (T) Post-event call to no-shows (T) Pre-event reminder (T) Response follow-up (T) Single follow-up email (E)

Advertising (A) Banner advertising (W) Call request fulfillment (T) Contact modules (W) Content syndication (W) Contextual advertising link (W) Face-to-face event (M) Fulfillment request (E) Landing page (W) Live chat (W) Mobile advertising (W) Paid search (W) Public Relations (P) Social media (W) Subscription (E) Viral marketing (W) Virtual event (M) Web page (W) Webcast (W)

Proactive Response-triggered Proactive

Reactive




16

Interaction Method and Tactic Type designation on campaign map facilitates execution

Proactive tactics Show database icon for each proactive tactic

to illustrate the need for a target audience list Target audience description not part of the

campaign map, but an element of the campaign design package

DbM/Unica Specialist responsible for audience selection from MDb & MAT

Response-triggered Proactive tacticsReactive tactics Arrows on campaign map show path to

follow-up tactic(s) No list or database icon required since MAT

identifies audience based on response to prior tactic(s)





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Nurture streams can be process-driven or client-driven

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 contacts response to prior tactic Designated as Response-triggered Proactive Tactic Type Designated as Nurture email series Interaction Method value

Three-touch nurture considerations- Email tactics delivered within 3-15 days- Follow-up tele to nurture steam responders either after any touch or last touch

Custom nurture considerations- Client stays in nurture stream by exhibiting positive behaviours- Business rules and nurture steam design determine next best offer presented- Explored further in Science of Nurture education and custom nurture training






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IBM Web Membership (IWM) Web-based contact registration capture Can imbed links to IWM form in web-based & email tactics Can publish URL for IWM form on advertising, direct mail,

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

Registration capture system not shown on tele tactics call outcome captured in MAT Leads

Campaign map depicts registration capture systems





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Tactics present one or many offers in order to generate responses


A program is a strategic set of aligned campaigns designed to address a target market with a common value proposition, key messages, offerings, sales plays & execution elements

A campaign utilizes multiple tactics to deliver a series of messages with a single value proposition to a target audience to achieve a business objective Program

Campaigns

Groups

Tactics

Offers

A group is a keyword assigned to one or more tactics within a campaign to facilitate tactic categorization & reporting

A tactic is a single marketing activity designed to produce a desired response in target audience

An offer is a single call to action or proposition presented by a tactic. A tactic may present more than one offer. An offer may be presented on more than one tactic






2020

Offer selection underpins successful tactic execution

Offer



2121

Captures data elements that differentiate versions of an offer, such as language, 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

Offers are set up in MAT using two constructs

Captures data elements that are common to all versions of the offer- Single offer type and single buyer journey stage- Up to five program(s), each with one or more campaign(s), IBM capabilities or

industry imperatives

Each marketing offer acts as a parent for multiple offer versions

ov2031 ov2311 ov2312 ov2313 ov10013

Offer Version(s)

Marketing Offermo1100




2222

Once published, offers are available in other systems

Offers are assigned a unique marketing offer code & one/many unique offer version (ov) codes

Offers are passed to MAT offer library

daily (8am, 4pm, midnight US ET)

MATMarketing Operations

MATMarketing Operations

Repository of offers classified for execution

MAT Offer

Library

MAT Offer

Library

Offers are immediately available for tactic set-up in either Campaign or Collaborate

MAT Campaign

& Collaborate

MAT Campaign

& Collaborate

Offers aligned to multiple programs are fed to multiple program hubs on a regular basis

C&SP Planning

Portal (program hubs)

C&SP Planning

Portal (program hubs)

Assets are displayed real-time in the MAT Offer Library CDPM report

CDPMCDPM



2323

Each offer is categorized by offer type

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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)

Campaign-specific offer types Generic offer types




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Generic offer types have a specific purpose in a campaign

Event-related generic offersEvent-related generic offers Tele-related generic offersTele-related generic offers

Tactics which offer a call me or contact meoption on the registration form should be depicted on the campaign map with a Follow-up Call offer

Follow-up Call offer should never be presented on a tele tactic since its not logical to offer televia tele

Tactics delivered based on a call me or contact me request from a client should be depicted on the campaign map with a Call Request Fulfillment offer

Call Request Fulfillment would appear as an offer only on a reactive tele tactic

Tactics delivered with an objective of uncovering a validated lead should be depicted on the campaign map with a Meeting with Sales offer

Meeting with Sales would appear as an offer only on a tele tactic

For face-to-face events, campaign map should depict the elements of the eventEvent Breakout Sessions, Event Briefings/1:1 Meetings, Event Demonstrations, Event Hospitality/Networking, Event Hosted Tours and/or Event Speakers

Event elements offers should never appear on a tactic intended to drive event attendance or a tactic delivered after the event

Tactics intended to drive event registration/ enrollment or to confirm attendance should be depicted on the campaign map with an offer of Event Registration

Event follow-up tactics presenting event materials as an offer - use the Event Materials offer type

For virtual events, campaign map should depict the event with Virtual Conference or Event offer type



2525

Web-based tactics require specific offer association

Linkage required between offer version code and tactic code in registration capture system set-up and tactic registration in MAT

Tactics using IWM for registration capture: Include tactic code and offer version code details in form set-up Include offer version code in S_PKG URL parameter Include source tactic code in S_TACT URL parameter for drive-to tactics

Third-party delivered tactics require tactic and offer version code in response data upload

Tactic code and offer version code are embedded in IWM form

Client shows interest in offer presented by drive-to tactic

Webinar: Optimization Solutions that Simplify Enterprise Decision Making ov20249

CDPM reporting enables review of offer performance based on tactic code




2626

Example campaign depicts tactics presenting one or many campaign-specific or generic offers


Program Industry Leadership

IL Banking and Financial Markets for a Smarter Planet

Group IL 1 IL 2

Tactic

Offer

Basel and Beyond: Optimization with On-Demand Risk Insights; ov15592

Follow-up Call

ov11448

Follow-up Call

ov11448

IBM Global Reputational Risk and IT

Studyov12437

Breaking into New Frontiers in

Banking ov17739



2727

Understanding audience governance is critical to campaign map design

Scope of Transaction

Corporate policy which permits delivery of a single follow-up tactic to a contact marked for suppression under specific circumstances

IBMs ability to deliver marketing messages is governed by a mix of country-specific legal restrictions & corporate policies

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

Permission/ Suppression

Rules that ensure adherence to country data privacy laws and require IBM to manage marketing message delivery based on an account or clients willingness to receive (permission) or desire to avoid (suppression) marketing messages






2828

Permission/suppression rules are determined based on country law

Corporate standard notice & choice wording notifies the client that s/he has a choice of receiving marketing messages from IBM or not

Based on country law, the client will typically have the choice to either:

Opt in (permission)Statement of willingness to receive marketing messages

Opt-in countries cannot deliver a proactive tactic to a contact unless that contact has opted in, giving IBM permission to market to them.

Opt out (suppression)Statement of desire to avoid marketing messages

Opt-out countries can deliver a proactive tactic to a contact unlessthat contact has opted out, indicating a desire to avoid marketing messages.




2929

Permission/suppression rules are captured at account & contact-level

Designated individually by communication vehicle: email, mail (postal), tele Captured in the Marketing Database (MDb) & sales management systems

(SalesConnect, CRM Siebel)

*Y permission N suppressionBlank - unknownAccount

Contact 1 Contact 2 Contact 3

Y YN YN

OK to email OK to mail OK to tele

OK to email OK to mail OK to tele OK to email OK to mail OK to tele OK to email OK to mail OK to tele




3030

Account-level suppression applies to all contacts who are associated with the account record in the Marketing database

Contact-level permission/suppression applies to the individual contact record in the Marketing database

Contacts marked as suppressed will be excluded from a tactic audience even if they otherwise meet the audience selection criteria for the tactic

Honoring of permission/suppression rules is processed by MAT Unknown permission/suppression is handled differently depending upon whether a contact

resides in an opt-in or opt-out country

Permission/suppression rules differ between account & contact

Account


*Y permission N suppressionBlank - unknown

Contact


Account-level suppression will over-ride contact-level permission

N



3131

Tactics honor permission/suppression rules according to tactic type

Permission/suppression logic Applies to Proactive tactics Applies to Response-triggered Proactive tactics Does not apply to Reactive tactics

Message is delivered at specific request of contact

Permission/suppression rules do not apply

Message is delivered based on response to a prior tactic, unless

contact is partof a suppressed account

Permission/suppression rules apply

Message is delivered according to campaign design, contact did not request delivery of message

Permission/suppressionrules apply

Email Invitation to EventProactive

Email Invitation to EventProactive

Call Request FulfillmentReactive

Call Request FulfillmentReactive

Follow-up to Event AttendeesResponse-triggered

Proactive

Follow-up to Event AttendeesResponse-triggered

Proactive




3232

Permission/suppression held at broad and granular preference level

Benefits Allows IBM to better address client needs and preferences Minimizes loss of marketable contacts Prevents audience loss on tactics utilizing audience data from

recently-acquired companies Increases Marketing contribution

Behavioral preferences is the process of applying implicit and explicit insight about a clients needs and desires to deliver information that will help them select the ideal products, services, media channels and providers

Granular permissions refers to the legal aspect

of behavioralpreferences that allows IBM to target individuals

that have opted into receiving communication

about specific IBM Business Capabilities or

Industry Imperatives



3333

Scope of transaction policy defines tactics as either in-scope or not-scope

Permits delivery of a single follow-up tactic to a contact marked for suppression Applies only to Response-triggered Proactive tactics

Tactics delivered under scope of transaction policy identified as in-scope Tactics not delivered under scope of transaction policy identified as not-scope

Only one follow-up tactic per response can bypass contact-level suppression

MAT supports in-scope and not-scope delivery of tele, email or three-touch nurture Campaign map must identify tactics to be delivered as in-scope


Message is delivered based on response to a prior tactic, so Response triggered Proactive tactics are subject to scope of transaction policy

Email Follow-up to Event AttendeesResponse-triggered ProactiveEmail Follow-up to Event AttendeesResponse-triggered Proactive




3434

In-scope and not-scope follow-up tactics adhere to specific rules

In-scopeIn-scope Not-scopeNot-scope

Only one in-scope tactic permitted for each response in a campaign

Multiple not-scope tactics permitted for each response in a campaign

Delivered according to the campaign design

Honor account-level suppression

Bypasses contact-level suppression only

Honor all suppressions - Both account & contact-level

Must explicitly acknowledge prior response: - First paragraph of in-scope direct mail or email- Call opening of in-scope tele

Campaign design can mix one allowed in-scope follow-up tactic with a not-scope follow-up tactic to the same responders

Multiple in-scope and not-scope tactics can be delivered per campaign

Content should continue the marketing conversation based on prior interest shown Must deliver next piece of supporting information (supplemental offer) Cannot introduce new solution area

Deliver follow-up message within 30 days of response date (25 days within system)



3535

Campaign design can include mix of in-scope & not-scope tactics

Contextual advertisingContextual advertising link

Reactive

Follow-up Call

IWM

Follow-up emailSingle follow-up e-mail


IWM

Follow-up tele (call me)Call request fulfillment

ResponseReactive

Call Request Fulfillment

White Paper

Follow-up teleResponse follow-up


Meeting with Sales

Brochure

OPTION 2

OPTION 2: Three follow-up tactics showing how campaign can include mix of reactive, in-scope & not-scope tactics. Reactive keeps all suppressions, in-scope removes account-level, not-scope removes account & contact-level suppressions

One day IBM eventFace-to-face event

Reactive

Tele to attendeesPost-event call to attendees


Meeting with Sales

Event Break Out Sessions

GR

P

OPTION 1

OPTION 1: One follow-up tactic only, can therefore be delivered as in-scope only account-level suppressions removed

Thank you email to attendeesSingle follow-up email


Event MaterialsIWM

One day IBM eventFace-to-Face event

Reactive

Tele to attendeesPost-event call to attendees


Meeting with Sales

Event Break Out Sessions

GR

P

OPTION 3

OPTION 3: Two follow-up tactics; in-scope includes contact-level suppressions; not-scope tactics remove account & contact-level suppressions. Campaign could depict additional (not-scope only) follow-up tactics for event no-shows




36

Touch monitoring attempts to manage audience fatigue

Direct mail & electronic tactics can typically be delivered closer together than tele Intervals for each geography can be found on the Marketing Automation wiki Honoring of TMS and/or high Touch Club logic is processed by MAT

North America High Touch Club North America applies additional logic to limit a contact to 8 proactive touches in a 3 month period

Contacts will be excluded from a tactic audience if TMS and/or High Touch club logic determines that they have already been targeted for the maximum number of touches allowable in the timeframe

Touch monitoring

Intended to prevent audience fatigue caused

by excessive messaging

Logic controls the interval between delivery of tactics of the same Interaction Method

Required intervals between touches vary by Interaction Method & geography

Touch Monitoring



3737

Campaign map design requires knowledge of audience governance

Permission / suppression

Scope of transaction

Touch monitoring


Permits delivery of a single follow-up tactic to a contact without having to apply contact-level suppressions under specific circumstances

Touch monitoring

Determines the interval between and number of proactive tactics delivered to a contact

Varies by media and by geography


Ensures adherence to country data privacy laws

Recorded at account & contact level

Varies by media

Captures granular permissions




3838

Recap: Initial campaign design includes key campaign information

Designates framework program, campaign name and group supported Indicates timeframe in which tactics depicted are active Identifies campaign owner Notes ID Depicts chronological flow of tactics in a campaign Illustrates each separate tactic which requires a tactic code Depicts tactics designed for non-responders



3939

Event Invitation Email


Call to nurture responders

Call to web responders

Second-chance email



Tele to attendees

Thank you for attendingemail

Sorry youve missedemail

One day IBM event

Googlebanner

Google search

Twitter Presence

Recap: Initial campaign map illustrates tactics required in a campaign




4040

MAT execution review ensures campaign is ready for implementation

Final campaign map includes - Tactic name for each tactic depicted - Tactic code for each tactic depicted - Interaction Method for each tactic depicted- Tactic Type for each tactic depicted- Associated offers for each tactic depicted- Registration capture system used - Database icon to indicate tactics which require a target audience list- Follow-up tactics to be delivered under scope of transaction policy- Nurture touch delivery intervals & follow-up tele approach



4141

Example final campaign map supports campaign execution3Q 2014 R037 Social Business / SB Optimize Your Work Experience with Social/ SB1, SB2

Campaign owner:

Maxine Gillett/UK/IBM

Audience List

Non-respondersAudience List

R037003M One day IBM event

Face-to-face event (M)Reactive

R037001T Call to web responders

Call request fulfillment (T)Reactive

R037001WGoogle banner

Banner advertising (W)Reactive

R037002WGoogle search

Paid search (W)Reactive

R037003W Twitter Presence

Social media (W) Reactive

R037001EEvent Invitation Email

Event invitation (E)Proactive

R037016ESorry youve missed email

Single follow-up email (E)Response-triggered Proactive

R037036T Tele to attendees

Post-event call to attendees (T)Response-triggered Proactive

R037015EThank you for attending email

Single follow-up email (E)Response-triggered Proactive

R037003EFocus nurture touch 1

Nurture email series (E)Response-triggered Proactive





R037017TCall to nurture responders

Response follow-up (T)Response-triggered Proactive

R037002ESecond-chance email

Unsolicited email (E)Proactive

IWM

IWM

GR

P

Third

-par

ty

GR

P

IWM

IWM

IWM

IWM

In-scope follow-up

Touch 1 + 7 days Touch 2 + 7 days Any Touch24 hours

SB_Event Registration

SB_Call Request Fulfillment

SB_Event Demonstrations/ Exhibits

SB_Event Breakout Sessions

SB_Meeting with Sales

SB_Event Materials

SB_Event Materials

SB_Meeting with Sales

BR_MTS overview

SB_Follow-up Call (call me)

BR_MTS overview


BR_MTS overview


CS_Metlife Ltd AR_IDC vendor profile OD_Interactive flash WP_Businessresilience & risk




4242

Other campaign design package elements are documented for successful execution

Event resource kits

for event tactics


Mailing information details for email & direct mail tactics

Creative for email & direct mail tactics


Tele resource





CampaignDesign

Package



4343

Target audience definition explains intended recipients for proactive tactics

Framework program All framework programs have pre-defined

audience criteria to avoid program overlap Demand Programs Professional & Unica

Specialist can further refine the audience for each tactic

Account selection considerations Geographic location Sector, industry Installed, competitive products Analytics, MAP segmentation Employee size, revenue or other industry-

specific measure of account size Federal accounts (include/exclude)

Contact selection considerations Job title, function, level Behavioral preferences Response (or lack of response) to

prior tactic(s)

Offer selection considerations Who is the target audience for a

specific offer

Describes (in words) target audience for each proactive tactic Designates accounts & contacts to include/exclude Defined by Demand Programs Professional and Unica Specialist/DbM Basis for target audience selection from the MDb & MAT data tables

Target audience definition for proactive tactics




4444

Direct mail and email tactics require creative and other details for execution

Creative for direct mail & email tactics Direct mail: print-ready copy & graphics Email: HTML and/or txt format in .zip file Content must comply with creative standards & file standards for MAT upload

Mailing information details for direct mail tactics Mail house name Include contacts with PO box addresses (yes/no)

Mailing information details for email tactics Applicable for proactive emails, single follow-up emails and nurture touch emails Mailing information details are determined by local execution team Sent from display name & subject line Reply to email address Salutation format (if applicable) Test email recipient names & email addresses (internal & external) Test email approvers Delivery timing: Local date/time Seed lists for proactive emails only Reminder email subject & delivery timing for proactive emails only

Creativefor direct mail & email tactics




4545

Proactive emails are also sent internally and reminders sent to clients under specific circumstances

Internal seed lists Sends a copy of the production email to designated internal recipients at the

same time the production email is sent to the target audience list Can be created for a single tactic, campaign or program Can be reused multiple times as required Visit the MAT wiki for further information: Campaign execution / Email Seed

Lists

Reminder emails Sent to contacts from the original target audience list who have not yet clicked

in the original email Available for proactive email tactics only Must be scheduled to be sent within 21 calendar days of original email send Does not count as another touch; not considered by Touch Monitoring System Must deliver the same creative, but can use a different subject line

Example original email subject: Register for Storage Event Example reminder email subject: Last few places remaining: Register for Storage event





4646

Offer details must be documented for campaign-specific offers

Offer version name (offer version code)

Buyers Journey

Offer Type Tactic usage

MTS Overview en_US (ov2263)

Learn Brochure Google bannerGoogle searchTwitter Presence

Business resilience & risken_US (ov7456)

Learn White paper Second-chance email

Campaign-specific offers classified in MAT before final campaign map produced Offer details supplement final campaign map Campaigns designed at WW depict US English offer version name & code Local team can replace offer version name for local language version Campaign-aligned offers are sorted by offer version code in Collaborate module Buyers offer type & journey stage required to support other MAT execution

* Continue to use generic offer types on drive-to event, event, tele tactic & tactics offering IBM contact




4747

Additional campaign design elements are required for successful execution

Event resource kits for event tactics Assets for pre-event, onsite & post-event use

Scenario-specific elements for web-based tactics Strategy & agency statement of requirements for content syndication Strategy, keyword list, top-ranking IBM sites & external domains for paid

search

Tele resource organization enablement package for tele tactics Tele resource organization selection generally a local decision Forecasted call volume by tactic code and country Call guide including objective, messaging, offers & lead validation criteria Defined success criteria & metrics

Event resource kits for event tactics


Tele resource





4848

Recap: Successful campaign execution requires a good grounding in campaign design principles Understand key elements of a campaign design package Acknowledged role and benefits of the campaign map Illustrated campaign design concepts with an example campaign map Examined corporate policies that influence campaign design Documented critical inputs to MAT execution

Event resource kits for event

tactics


Mailing Information details for direct mail & email tactics

Creative for direct mail & email tactics


Tele resource





CampaignDesign

Package



4949

Education & Training Materials

Education & Training Materials

Audience GovernanceAudience Governance

IBM Marketing Automation Wiki

IBM Marketing Automation Wiki

Resources are available to explore campaign design principles further

General ResourcesGeneral Resources

Country opt in/out designations by media Data Privacy and Marketing Practices Community IBM Business Capability / Industry Imperatives Preferences based marketing (including suppression) Touch Monitoring System (TMS) geo-specific tactic delivery intervals

Frequently Asked Questions Offer Management Tactic Code Generation

Automated Response Matching Marketing Systems media library series Science of nurture education series COMING SOON: Client Engagement Planning education

Campaign & Sales Play Planning Portal Marketing Reporting Portal Marketing Systems glossary




5050

Please complete a course evaluation

Answer 10-12 questions about this education responses are anonymous Select

Course: Campaign Design Package Principles Topic: Overview Session: Self-paced education

https://ibm.biz/BdDyzX



51

THANK YOU!

Thank You


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Handout Campaign Design Package

Documents

country campaign design

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campaign design concepts

single marketing activity

example campaign map

successful campaign

planning execution systems

market segment performance