thought leadership – how it can be used to drive business

Thought LeadershipHow it can be used to drive business

IBM Global Marketing Center

© 2012 IBM Corporation

Pamela StanfordVP, IBM Global Marketing CenterFebruary 1, 2013

IBM Global Marketing Center

A Century of Progress (Video)


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http://www.youtube.com/watch?v=gLlJDUPg-kY

Character is like a tree, reputation is like a shadow. The shadow is what we think of it; the tree is the real thing.

Abraham Lincoln

16th president of United

States States

(1809 - 1865)

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A Leader in Technology

IBM maintains the world’s largest private-sector research arm. In 2012, for the 20th consecutive

year, IBM was issued more U.S. patents (6,478)

than any other company.

IBM investments over $6 billion in research and development annually

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IBM is a values-based enterprise of individuals

who create and apply technology to make the world

work better.

In a Word, IBM Stands for PROGRESS

work better.

Today, over 400,000 IBMers around the world invent and

integrate hardware, software and services to help

forward-thinking enterprises, institutions and people

everywhere succeed on a smarter planet.

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Values and Culture

Since its inception, IBM has been a company that

defines itself by fundamental values — not by

products, technologies or leaders.

IBMers from around the world renewed and defined our

core values, which now serve as the foundation of

IBM’s culture and brand, and the guide for each

IBMer’s work, decisions and relationships.

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Today, IBM is helping our clients to change the way the world

literally works – and to make the planet not just smaller and

“flatter,” but smarter. IBM is applying its expertise, global scope

and creativity to build the backbone of 21st century industries and

public institutions.

Leading the Transition to a Smarter Planet

public institutions.

Our world is becoming

INSTRUMENTEDOur world is becoming

INTERCONNECTEDVirtually all things, processes and ways of working are becoming

INTELLIGENT8

IBM Marketing & Communications mission

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IBM Institute for Business Value

• Original – Unique point of view that is grounded in fact-based insights

• Compelling – Motivates individuals to learn more about the topic

• Logical – Has an argument that is well thought out and is easily followed

• Actionable – clients can use what they learn to influence change in their

organizations

View IBM’s Thought Leadership here: Link

“By understanding weak signals and early indicators of industry transformation, we help our clients to be ahead of the pack.” — Peter Korsten, Vice President and Global

Leader, IBM Institute for Business Value

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How customers choose

ITSMA Report on Thought Leadership Marketing

Link to Report

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Leadership Marketing

http://www.itsma.com/thought-leadership-marketing-report/

The IBM brand system:Intentional system that compels people to choose IBM

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Brand Quality Differentiators: IBM’s unique way of generating demand

Charting the client’s path to

deliver that value

Setting the shared agenda

© 2010 IBM Corporation 13

value

Making the case with expertise

and proven outcomes

Collaborating with experts to define future

value

Setting a shared agenda

• At IBM, we believe in the power of articulating a well-informed point of view about what’s possible. We help clients see – and believe in - new possibilities.

• How do we do this?

– We understand what our clients believe today

– We develop a point of view

– We frame our story in terms of the value we create

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Making the case with expertise and proven outcomes

• We use our expertise to help clients see what’s possible in very concrete terms. We share tangible results to give clients confidence to act.

• How do we do this?• How do we do this?

– We know what influences our clients’ beliefs

– We know what outcomes matter to them most

– We offer expertise and evidence that is compelling

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Collaborating with experts to define future value

• We pair clients with the right experts to share knowledge, build understanding, and help design solutions that achieve the desired results


– We know which client leaders to engage

– We know how expertise can create value for them

– We know which experts will be most persuasive

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Charting the client’s path to deliver that value

• Together with our clients, we define the actions they and we must take to achieve the outcomes that matter to them.


– We know what the client wants to achieve and when

– We understand the best way to work with them to deliver the results

– We help them understand how to get started

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IBM’s 5 predictions for the next 5 years (Video)


18http://www.youtube.com/watch?v=DNz23XXLa1E&list=PLaFe0BJiho2oQoLuxiIIbLWRGWCtxM2zz