br roundtable marketing + partners 2016 angela bates
TRANSCRIPT
Angela BatesProgrammes Leader, Developer Ecosystems and Startups
IBM UK and Ireland@angelajbates
Tips for Scale-ups
Today
Instaduction Scaleup Tip 1: Building a brand that lasts Scaleup Tip 2: Partnering your way to success
Instaduction
Scale-up Tip 1:
Build a brand that lasts
‘At its simplest, a brand is a recognisable and trustworthy badge of origin, and also a promise of performance’
– Paul Feldwick, What is a Brand?
What is a brand?RB
Brands and how they fit with marketing
Your brand• Who you are, what you do, why it matters
Marketing Strategy• Creates and nurtures relationships
Marketing plan• Path for achieving your goals
BM
It’s what defines you – not what you sell
Your brand is an asset to be valued
It’s about what your company wishes to be
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An enduring Idea…
Who theyserve
How theyare primarilyexperienced
What differentiatesthem
What makes a great brand?
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An enduring Idea…
Who theyServe
How theyare primarilyExperienced
What differentiatesThem
Thinking Differently Contrarian
Product Design
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An enduring Idea…
Who theyServe
How theyare primarilyExperienced
What differentiatesThem
Feeling Happy The optimist in everyone
Social setting, friends and family
Iconic coke bottle
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An enduring idea:
“Our definition of progress is the application of intelligence, reason and science to improve business, society and the human condition. To make the world work better! Not about making the world a better place necessarily its about making the systems of the world work better” – Ginni Rometty
World-changing progress
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In service of: Forward thinkers
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Experienced through:
The IBMer
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Differentiated by:
Our values
Innovation that matters, for our company and for the world. Trust and personal responsibility in all relationships.
Dedication to every clients success.
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Differentiated by:Living our values
Who they serve:Forward thinkers
An enduring idea:World-changing progress
Experienced through:The IBMer
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A cognitive business is a business that thinks
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What’s our enduring Idea…
Who do we serve
How arewe primarilyexperienced
What differentiatesus
YOUR BRAND?
Scale-up Tip 2:
Partnering your way to success
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What to understand about working in a large enterprise…….
It’s complicated
IBM Institute of Business Value – “The New Era of Ecosystems”
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Understanding the sales channel
Your cool
idea or produc
t“PartnerJudo The Inside Story: How To Build Enterprise Tech Alliances and Sell Your Company” – Nigel Beck
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Tip for startups - Be your own status report
Go-To-Market Support
Business Mentorship+ Services
Technical Expertise
Start building with up to $120K USD in IBM Cloud credits. Developer.ibm.com/startups
Join the programme members benefits include:
@IBMGE www.developer.ibm.com/startups
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tech.london/ibm-future-of-retail-challenge
