1 Module 3 – Exercise For this exercise, we are going to look at different examples of good and bad campaign objectives Remember that a good campaign objective is more than a general statement and includes a number For each question, you will be given a pair of campaign objectives. Answer the question by choosing the best objective from the pair Let’s get started!

2 Generate awareness and interest in the X-FORCE Generate 3% increase in “awareness and interest” in the X-FORCE To increase Validated Leads created by 1.5% for Tivoli Endpoint Manager To raise awareness in the market for Tivoli Endpoint Manager. The goal is to generate leads/opportunities for Sales Attack Install, attack Competitive, continue to Nurture Q411 responders Increase market share by 2% over competition compared to last quarter Reengage clients in a conversation with IBM about the new release of WebSphere Operation Decision Management by communicating how operational decision management technologies can drive tangible business outcomes by allowing business to take action more quickly and precisely Increase volume of marketable contact records passed to LDR by 7.5% For each pair, indicate the best campaign objective

3 Generate awareness and interest in the X-FORCE Generate 3% increase in “awareness and interest” in the X-FORCE To increase Validated Leads created by 1.5% for Tivoli Endpoint Manager To raise awareness in the market for Tivoli Endpoint Manager. The goal is to generate leads/opportunities for Sales Attack Install, attack Competitive, continue to Nurture Q411 responders Increase market share by 2% over competition compared to last quarter Reengage clients in a conversation with IBM about the new release of WebSphere Operation Decision Management by communicating how operational decision management technologies can drive tangible business outcomes by allowing business to take action more quickly and precisely Increase volume of marketable contact records passed to LDR by 7.5%. For each pair, indicate the best campaign objective Right! This objective is specific and explains that we want to generate a 3% increase in awareness. Right! This objective is specific and measurable and expressed in terms of increase in VL Right! This objective is specific and measurable and expressed in terms of market share increase Right! This objective is specific and measurable and expressed in terms of Response to Lead conversion rate increase

4 Module 3 – Exercise recap Comparing the good vs. bad buying agenda objectives in this exercise should help you identify a good objective Use these examples if you are unsure whether an objective is presenting the best information Understanding what a good campaign objective looks like is important as you’ll be using this information to build your Nurture stream in the following modules