Global Demand Generation Campaign

IBM is a global technology and innovation company that stands for progress. For more than a century, the company has focused on helping build a smarter planet. With operations in over 170 countries, ‘IBMers’ around the world invent and apply software, hardware, business consulting, and technology services to help forward-thinking enterprises, institutions and people solve their most complex problems.



When IBM wanted to take their SAP HANA-based solution to growth markets across the globe, they required an integrated marketing campaign that would enable countries to generate demand as cost-effectively as possible. A clear campaign structure was needed to support varied go-to-market approaches, along with a cohesive campaign identity that would maximise visual impact while also adhering to IBM’s strict brand guidelines.



A campaign strategy was developed to accommodate the different sales models of growth market countries, offering three go-to-market options – Showcase, Demo Day or Workshop. End-to-end campaign deliverables were designed and built, including campaign map/guidelines, microsite, eDMs and DMs, and event signage. With campaign materials approved by IBM Global Marketing, local country leads could select, customise and translate as needed, speeding campaign delivery and leaving more budget for local execution
Make It Happen worked with IBM locally to execute a B2B lead generation extension of this campaign. With a targeted group of prospects a distinctive direct mail piece was developed which aligned to the look & feel and messaging of the global campaign. Our telemarketing team undertook post-dm follow up to convert awareness to opportunities for the IBM sales team.



This flexible approach to campaign strategy and design ensured IBM growth market countries were able to leverage standard best practice materials, while developing a campaign that addressed variable market requirements. By translating and localising only what was required, campaign execution dollars were maximised. Following client brief to asset availability in just 8 weeks, the IBM-led campaign was rolled out in ASEAN, Australia, Mexico, Russia and Turkey in 2012; the developed campaign assets are still being used in 2013. The direct mail piece developed for Australia added another element for global campaign execution.

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