Marketing Collateral Strategy High Impact > Flexible > Buyer Centric

One Company - One Collateral Program Presentation Goals –Agree across SBUs to implement a common architecture, look and general usage for Pegasystems customer facing collateral –Identify missing collateral types E.g. Insurance

Developing A Common Base To Meet SBU Needs Successful corporate branding and messaging requires: –A consistent, cost effective approach to collateral, both for company effectiveness, efficiency and successful sales efforts As our products continue to evolve, so must our collateral strategy Collateral strategy is based on balancing the use of print and electronic mediums

Collateral Requirements Align With Corporate Direction Consistent branding across SBUs for share-of-mind Effective / targeted product and industry messages Content and structure matches the buying cycle –Target the specific needs of each business line effectively –Accurately reflect the sales cycle for BPM solutions –Simplify the collateral selection for each stage of the sales cycle Change management Budgetary consideration –Reduce printing of materials –Reduce obsolesce costs

Collateral Strategy Criteria Life Cycle Budget Restrictions –Media Type (Vehicle) Stage of Sales Cycle –Prospect preference Inverted pyramid hierarchy

Collateral Strategy Criteria Life Cycle –Longest shelf life information overview branding message for company 4 color, glossy, offset printed –Shortest shelf life electronic delivery can be B&W or digital color print concise - no redundant information address specific, timely customer-centric information Budget Restrictions –Media Type (Vehicle) Stage of Sales Cycle –Inverted pyramid hierarchy

Corporate Backgrounder, Market (SBU) Brochures Longest shelf life High quality Pre-pipeline, Pre-development Case Studies Moderate shelf life Electronic, digital color Development, Analysis, Decision White Papers Moderate shelf life Electronic, B&W, cover color Analysis, Decision Product Sheets Very short shelf life 1 page Electronic, digital color Pre-development, development Product Suites Moderate shelf life Good quality print Pre-pipeline, Pre-development, Development More info Collateral Hierarchy 6 – 9 months 9 – 12 months months Solution Brief Moderate shelf life Electronic, digital color Development, Analysis, Decision More info

Hierarchy of Current Collateral Corporate backgrounder Company branding / message General introduction to company Long shelf life Printed high quality 4 color 1 page Pre-pipeline Pre-development Broad use: trade shows mailings RFP’s back

Hierarchy of Current Collateral Corporate/Market (SBU) brochure Company branding / message General introduction to: products markets industries technology uniqueness of Pega Long shelf life Printed high quality 4 color 8-12 pages Pre-pipeline Pre-development Development back corporate backgrounder

Hierarchy of Current Collateral Product Suite (optional) Line of business centric Addresses specifics of each application (i.e. – show how solutions fit together). Address problem solving, value proposition, SBU solution specific 4 pages max Pre-pipeline Pre-development Development Printed high quality 4 color Details will change with product development New to portfolio back

Hierarchy of Current Collateral Case Studies Address business issues, Target specific customer pain problems and specific solutions Demonstrates usage of solution and/or technology Development, Analysis 2-6 pages Electronic B&W or color digital print (on demand) back

Hierarchy of Current Collateral Address business issues, Target specific customer pain problems and specific solutions Demonstrates usage of solution Development, Analysis 2-6 pages Electronic B&W or color digital print (on demand) back Solution Brief

Hierarchy of Current Collateral White Papers Provide concrete specs., technical detail Highlight technology, product usage, best practice development techniques Help with ROI discussions, business case Analysis stage Decision stage 8-20 pages. Moderate shelf life Electronic for efficient content modifications B&W or digital color (on demand) back

Hierarchy of Current Collateral Product Sheets Tailored for each Pega product Drilled down to feature details - no redundant information Pre-Development Development 1 page. Short shelf life Electronic for fast content modifications Digital color or B&W Printed on demand back

Marketing Collateral Strategy Summary Deep portfolio of material mapped to Sales and Buying cycle Common lexicon facilitates content development Pega presents a single company image and message Significantly reduced costs without loss of use Ability to respond quickly to product detail changes Eliminated redundant information –The right information to the right person at the right time Provides a framework for exceptions handling

1 page Very short shelf life POD possibly color specific to applications – drilled down to the most details – no need for general info Pre-development Development Tailored for each application Product Sheets 8-20 pp. Medium shelf life requires electronic media POD for efficient content modifications B&W, cover color Provide concrete specs. Highlight technology, help with ROI discussions, business case Analysis Decision All repsWhite Papers 4 pp max. Moderate shelf life. Details will change with product development. Printed. Addresses specifics of each application Address objections, competition, value proposition Pre-development Development Reps in each SBUProduct Suite Long shelf life, printed, high quality, 4 color, 8-12pp Consistent branding, messaging, overview, intro to company Pre-Pipeline Pre-Development All repsCorporate brochure VehiclePurposeWhenWhoWhat 4 pp max. Moderate shelf life. Details will change with product development. Printed. Addresses specifics of each application Address objections, competition, value proposition Pre-development development Solution Brief Reps in each SBU Medium shelf life, electronic POD, 2-6pp. Color Address business issues, Target specific features, solutions, to persuade potential customer Predevelopment Development Analysis Tailored for each SBU and specific customer Case Studies