1 2. DEFINING NURTURE

2 Science of Nurture within Marketing Context Lead Create Response Generation RESPONSE NURTURE Lead Progress Lead Nurture Close

3 Nurture has become more important as clients have gained greater control over the Buyer Journey The client Buyer Journey has changed –Digital channels now allow engagement when our clients want to engage –Clients often self-Nurture, requiring us to interact on their terms We are able to understand our clients’ intentions through digital interactions far better and far faster than ever before –We can respond with relevant and timely information – even before the client is ready to speak with Sales This offers us the opportunity to partner more effectively with Sales by improving the quality of the leads and the timing with which they are handed off to the LDR and Sales teams

4 We’ve already made significant progress Immersive multi touch Nurture executed in 2011 for Information Integration & Governance Homepage Three-touch eNurture stream launched upon offer download Drive to Client Need Page Capability Level Page Additional Capability Level Pages days +10 days Same day Further exploration of site enabled upon offer download s drive to deepening offers on other sites Additional Client Need Pages

5 With this new method, the definition of nurture must evolve: FROMTO Nurture consists of three touches, used to help continue the conversation between response capture and LDR engagement Nurture is an approach to continue interaction with clients, based upon their interests and needs, across a variety of communication methods. Nurture helps the client move along the Buyer Journey to next- step actions. Nurture will be triggered and stopped based on the client’s behavior. And, only based on the client’s readiness will it be passed to engage LDRs for lead validation and assists Sales with the progression of leads to wins

6 We need a more effective approach to marketing From: One size fits all and what IBM wants to say To Personalized around the client, what they are looking to understand, what needs they have to solve When and where they require.

7 Customized Nurturing Educate DP/MSM to deliver personalized offers based on preferences & behavioral insights New Marketing Roles DbM Nurture Strategist, transform MM/DP into Demand Management discipline New Approach for Content Application of brand differentiators in development and Blueprint taxonomy and API for management New Labor Strategy Leverage regional marketing centers and redefine WW/IMT skill base MdB Transformation Expand to include contact personal preferences and behaviors Offer Creation & Management Offer repository New Unica Modules Personalize web content delivery via Unica Interact Unica Planning –workflow enablement New Unica Capabilities Nurture map flow charting, LDR call queues via advanced response scoring Where does Science of Nurture fit…. Enabling Technologies Nurture Planning Standardized best practice for Science of Nurture Persona & Buyers Journey Common methodology, development of +100 Personas, consistent application of buyers journey and hurdles New Approach to Briefs Planning for interactions and system of discipline briefs New Campaign Process Ready-to-execute campaigns Process & MethodsSkills Transformation

8 This education is a great foundation We can accelerate the business impact of marketing through Nurture. This education will equip you with the ability to drive increased yield and to fully leverage the capabilities offered by the MAT (Marketing Automation Tool) By participating in this education, you will have a comprehensive understanding of the evolved approach to Nurture, including: –Identifying Objectives and Target Audiences –Using the Buyer Journey and Personas –Mapping the Buyer Journey –Defining Content and Asset Needs –Capturing the Response and Scoring it –Measurement and Optimization –Constructing Nurture Nurture can only be successful if we commit to fully utilizing the capabilities in this education

9 Summary of learnings Nurture will be transformed from a three touch stream to a personalized experience for each client based on their demonstrated interest areas to move them along the Buyer Journey to LDR/Sales and to assist with the progression of responses to wins We need to address the reality that clients today have gained greater control over the buying process, are involved in client-initiated Nurture, are using digital channels and are deciding for themselves when they want to engage MAT capabilities have matured, allowing us to have deeper, more meaningful interactions with our targets There are three goals of Nurture, and each is aligned to the Demand System goals, which serve as the foundation of how we will improve Nurture –Refocus on our target clients –Communicate what a client needs to understand –Design Nurture based on client focus going beyond eNurture