ITSMA 2011 Marketing Excellence Awards Winners

Jeff Sands

Vice President, ITSMA

October 26, 2011

For More Information on ITSMA’s Marketing Excellence Awards,

please visit http://www.itsma.com/news/mea/

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ITSMA’s Fourteenth Annual Marketing

Excellence Awards

Promote excellence in services

and solutions marketing

Focus attention on high-impact areas of services

and solutions marketing

Honor industry leaders, innovators, and best

performers

A Commitment to Excellence

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Diamond Award

Best in class for the industry, as measured by innovation,

execution, and business results

Gold Award

Standout achievement in improving marketing performance,

as measured by innovation, execution, and business results

The Awards

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Past Winners

FOR

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Building

Client Loyalty

and Trust

Marketing

with

Social Media

2011 Categories

In Search of Marketing Excellence

Developing New Markets

Driving

Business

with Thought

Leadership

Enabling

Sales

Channels

Generating and Nurturing

Leads

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Any company that markets technology-

related services and solutions

June 3 submission deadline

MEA jury with senior ITSMA staff,

advisory board, and outside experts

Judging emphasis on innovation,

execution, and business results

The Judging Process

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A special thank you

to our judges…

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And the winners are…

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Marketing programs

designed to deepen the

relationship with existing

clients, to foster loyalty, and

to build a partnership based

on mutual trust.

Building Client Loyalty and Trust

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Building Client Loyalty and Trust

Finalists

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Building Client Loyalty and Trust

Gold Winner

Cisco Services Partner Advisory Board

Program

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Building Client Loyalty and Trust

Diamond Winner

HCL Customer Advisory

Council

Fostering CXO Intimacy

and Steering HCL

Strategy

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Developing New Markets

Expanding into new verticals,

new categories, or emerging

markets, building a presence,

and balancing global/

corporate and local/field

strategies and tactics.

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Developing New Markets

Finalists

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Developing New Markets

Gold Winner

SAP Rapid Deployment Solutions:

Setting a New Standard for Packaged Solutions

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Developing New Markets

Diamond Winner

IBM Smarter Commerce

© 2011 IBM Corporation

Example: Making a Market … Smarter Commerce

London, Paris, New York

IBV Studies

Analysts Briefings

Smarter Commerce Op Ads

Smarter Commerce Microsites & Related Sites

Videos / podcasts

Thought Leadership& Collateral

Smarter CommerceClient and Business Partner

Press Announcements

Client and BP Presentations

Events Sales Tools

Press and Analysts

Web & Social Media

Establish the Vision and Shared Agenda

Client and BPReferences

Customer Videos

Smarter CommerceDemo Video

Coverage, By LinedOp Ed and Reports

Collateral/White PapersProgression Paths

Banner AdsSearch Marketing

Education

Smarter Commerce

Smarter CommerceMini Main Tent

Innovation Discovery and Classroom to Client Workshops

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IBM PartnerWorld

Innovation Discovery Client Workshops

Avail for BPs via PartnerWorld

Client and Partner Webcasts

Smarter Commerce Global Summit

Smarter Commerce

Build a Social Networkof Influencers

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Driving Business with Thought Leadership

Creating and disseminating

high quality thought leadership

utilizing new and traditional

vehicles to more effectively

drive business.

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Driving Business with Thought Leadership

Finalists

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Driving Business with Thought Leadership

Gold Winner

IBM Watson:

Smarter Answers for a Smarter Planet

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Driving Business with Thought Leadership

Gold Winner

The Future of Work

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Driving Business with Thought Leadership

Diamond Winner

Deloitte Discovery:

Making the Most of Thought Leadership

through Idea Marketing

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Enabling Sales Channels

Improving sales effectiveness

by enabling sales channels

(including field sales,

telesales, channel partner

sales, and alliance partner

sales) to drive

business results.

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Enabling Sales Channels

Finalists

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Enabling Sales Channels

Gold Winner

Cisco Collaborative Services:

Transforming the Relationship

between Cisco and

Our Channel Partners

Cisco Confidential 4© 2010 Cisco and/or its affiliates. All rights reserved.

• High Margin Service Revenues

• Market Differentiation

• Customer Loyalty

• Drive Product Acceleration

• Support Partner Architectural Selling

• Minimized Escalations

• Higher Satisfaction

• Proactive Visibility and Support

• Improved 3-Way Relationship

PartnerPartnerCustomer

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Enabling Sales Channels

Diamond Winner

Fujitsu

Enabling Field Sales to Deliver Business Results

White Space Chart

Identifiesopportunities to cross and up sell

Output: Chart for the top

customers identifying where

opportunity to sell offerings are

Interactive Targeting Tool

Identifies which prospects, customers and

opportunities to focus on

Output: Visual bubble chart or

table showing which targets are

priority.

Vertical Industries

Attractiveness ScoresIdentifies the priority industries to focus on

Output: Visual slide pack available

for each sector

Vertical Industries 5x5

DocumentsThese map the Fujitsu IT

services against the Business

issues within an industry

Output: 17 vertical sector

documents to assist in customer

conversations

Vertical Industries High-Level Strategies

Identifies the current state of

each industry and Fujitsu’ strategy for each

Output: Slide pack containing

current state of each industry,

Fujitsu’s strategy and value

proposition to take to market

External ‘Business

Benefits’ led campaignIntegrated external

campaign, positioning Fujitsu

in the market as understanding customer

business issues

Output: Full marketing mix

campaign delivered to 300 private

sector organisations

Segmentation Targeting Positioning

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Generating and Nurturing Leads

Marketing initiatives that create awareness, generate

demand, identify leads, and nurture prospective

customers at all stages of the buying process.

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Generating and Nurturing Leads

Finalists

for

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Generating and Nurturing Leads

Gold Winner

Enterprise Customer Care + Relationship Marketing

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Generating and Nurturing Leads

Diamond Winner

IBM Target-MAP Predictive Analytics Platform for Demand Generation

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Marketing with Social Media

Integrating social media into individual marketing

programs, the overall marketing strategy,

as well as the business.

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Marketing with Social Media

Finalists

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Marketing with Social Media

Gold Winner

Key Learnings for

Expanding a Small Social

Media Budget into Big

Results – HDS Social

Media Buzz Contest

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Marketing with Social Media

Diamond Winner

HP Technology Services: Launching “Where’s the Humanity in your

Technology” Point of View with Social Media

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The 2011 Award Winners!

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Thank you for 14 years of E X C E L L E N C E !

For More Information on ITSMA’s Marketing Excellence Awards, please visit

http://www.itsma.com/news/mea/