handout trainee guidebook

2014 IBM Corporation

Enterprise Marketing PerformanceGlobal Marketing Platforms

Marketing Automation Trainingfor Demand Programs Professionals

Tactic execution in Collaborate

MAT 5.0 December 2014

MAT Training: Tactic Execution in Collaborate

Table of Contents Presentation materials ........................................................................................... 5 Navigating MAT Collaborate ............................................................................... 63 Reactive tele (WW Response Tele) .................................................................... 77 Reactive internet banner (WW Attract Tactic Registration) ................................. 87 Response-triggered proactive email (Response Proactive Email) ...................... 95 Proactive direct mail (Proactive Mail from List) ................................................ 131 Proactive email (Proactive Email from List) ....................................................... 143 Proactive tele (Proactive Tele from List) ............................................................ 181 Response-triggered proactive tele (WW Response Tele) ................................. 189 Nurture stream test emails (Proactive Email from List) ..................................... 193 Nurture stream set-up (WW eNurture Not Scope) ............................................. 213 Reactive events (WW Attract Flex Routing) ...................................................... 219 Customizing MAT Collaborate ........................................................................... 229


Enterprise Marketing Performance: Global Marketing Platforms

Course focuses on how to set up and execute campaigns in MAT

Course assumes completion of prerequisite education Marketing Tools Overview Campaign Design Package Principles Introduction to MAT Importance of offers in campaign execution

Course does not cover Details on information available to LDRs in MAT Leads module How to review performance of tactics and campaigns Information on Marketing initiatives that may impact MAT set-up

2



3

Hands-on training prepares you to execute campaigns in MAT

5 Register a MAT training campaign & recognize best practices

2 Understand MAT terms & definitionsReiterate MAT tools suite & capabilities1

3 Review critical inputs to MAT executionExplore MAT Collaborate module4

7 Outline related resources, courses & next steps6 Review special considerations

MAT 5.0 - December 2014 MAT Training for Demand Programs Professionals Page 5 of 231



4





7 Outline related courses, resources and next steps6 Review special considerations



55

Marketing Automation Tool is part of broader Marketing tools suite

Tools utilized by multiple Marketing roles Some tools are used only in specific scenarios (i.e. asset management, events) Tools depicted are managed by a variety of organizations within Marketing Mix of tools & functions provided can be expected to change over time

Marketing tool Sales tool

EXECUTE

MANAGE

PLAN

INTEGRATED PROCESS

MAM &

MAM Central

GRPAST DEC IWM

MATmodules

SalesConnect

C&SP Planning

PortalMTP

Covario Coremetrics CDPM MARS

MFR EST

Sunrise

CTEBANomination

CTEBAInvitee

MRP

Marketing Automation Tool also known as MAT




6

MAT integrates with sales and other marketing systems

1. MAT sends tactic code data to EST for inclusion in event marketing briefs2. MAT receives data from registration capture systems to record responses and initiate follow-up3. MAT pulls audience data from the MDb for proactive tactics and in support of LDR calls4. MAT passes data to sales management systems for opportunity management 5. MAT shares data with MDb for recording and data analysis6. MAT sends data to CDPM for tactic & campaign performance; MARS for campaign & program results

EST

CDPMMARS

SalesConnectCRM Siebel

MDb

MAT

IWM

AST

Other: MAT File Import Tool

GRP(& DEC, Event Import Tool)

Registration capture

1

2

6

4

35



7

Enables offers

Captures responses

Executes proactive tactics

Automates follow-up tactics

Presents offers dynamically Delivers offers on IBM web

pages based on visitor preferences and customized decision rules

Captures responses Consolidates data from

registration capture systems Captures unintended

responses via tactic codes set up for that purpose

Automates follow-up tactics Automates delivery of pre-

defined follow-up tele, multi-touch nurture and/or single email tactic(s) to responders

Handles follow-up for unintended responses via tactic codes set up especially for that purpose

MAT optimizes campaign execution

Executes proactive tactics Supports proactive direct mail,

email or tele tactic execution Requires target audience list

using MDb and/or MAT data Applies audience governance

policies

MAT

Generates tactic codes for execution and reporting

Classifies offers stored in a MAT Offer Library




Six MAT modules work together to deliver marketing campaigns to market and share information about clients interests and behaviors

8

eMessage

InteractMarketing Operations

Collaborate

Executes proactive tactics

Presents web offers dynamically

Executes proactive tactics Automates follow-up

Presents web offers dynamically

Classifies offers Generates tactic codes

Leads

Executes proactive tactics (tele) Automates follow-up (tele)

Campaign

Executes proactive tactics Captures responses Automates follow-up



9









MAT Campaign & Collaborate comprise multiple entities

10

MAT Campaign MAT Collaborate

Flowchart

Campaign Summary

Form

List Template

List

On-demand Campaign

using list

Offer

On-demand Campaign

using response history

On-demand Campaign

attract tactic



11

MAT term Description

CampaignSummary

A Campaign Summary is defined at the country & Campaign ID levels in Campaign

Campaign ID equates to MPID for BAT-generated tactic codes and first five (5) positions of MAT-generated tactic codes

Campaign Summary inherits campaign descriptive data from MAT Marketing Operations

The flowcharts which support audience selection for the tactics in a campaign are associated to the Campaign Summary for that campaign

Stored in folders organized by IMT & program

Flowchart Flowcharts store the logic required to select contacts from the MDb and/or MAT response history to create a list

Flowcharts can be run manually or scheduled

Flowcharts can be used to execute a tactic from within MAT Campaign

MAT CampaignMAT Campaign

MAT Campaign stores campaign summaries and flowcharts

MAT Campaign

Flowchart\

Campaign Summary




12

Logic in Main Audience box:Flowchart content Select audience Apply suppression/permission Apply exclusions

A MAT Campaign flowchart is made up of multiple process boxes that define and segment target audiences



13

MAT term DescriptionForm Forms are automatically

created when a flowchart in MAT Campaign is published to MAT Collaborate

Forms are used to create list templates

List Template

List templates are used to create lists

List templates may include user variables (prompts) which support the creation of multiple lists from the same list template

List A List is a group of contacts gathered based on a pre-defined set of characteristics

Lists associated with an On-demand Campaign specify contacts who will be targeted by that tactic

Lists generated are stored in MAT proper, not in the MDb

MAT Collaborate receives target audience list data from Campaign

MAT Collaborate

Form

List Template

List

On-demand Campaign

using list

Offer

On-demand Campaign


On-demand Campaign

attract tactic




14

MAT term DescriptionOn-demand Campaign (ONDC)

Also known as Collaborate Shared Template

Defined as a series of screens intended to guide the user through tactic registration & activation

Supports tactics with proactive, follow-up or attract intent

One ONDC per tactic code & country

Audiences for an ONDC may be based on a pre-defined list or response history

All tactics executed through or gathering responses in MAT must be registered & activated using an ONDC

Offer An offer is a call to action or proposition presented to the tactics audience

At least one offer required for all tactics

Offers can be shared across more than one tactic, WW campaign or program

MAT Collaborate provides On-demand Campaigns to execute tactics

MAT Collaborate

Form

List Template

List

On-demand Campaign

using list

Offer

On-demand Campaign


On-demand Campaign

attract tactic



15

Tactic type /Interaction

method

Proactive Response-triggered Proactive In-scope

Response-triggered Proactive Not Scope

Reactive

Direct Mail Proactive Mail from List

Electronic Proactive Email from List Response Proactive Email

Response Proactive Email

Executed from MAT Campaign (not

Collaborate template)

Electronic Nurture WW eNurture In ScopeWW eNurture Not

Scope

Event

WW Attract Tactic Registration

WW Attract Flex Routing

Tele Proactive Tele from List WW Response Tele WW Response Tele WW Response Tele

Web-based

WW Attract Tactic Registration

WW Attract Flex Routing

Nine ONDCs support common execution scenarios QRG




16

Collaborate Shared Templates can be global or regional in nature

All Geos WW Attract Flex Routing WW Attract Tactic Registration WW Response Tele WW eNurture In Scope WW eNurture Not Scope

Geo-specific (aligned by MDb) Proactive Email from List Proactive Mail from List Proactive Tele from List Response Proactive Email



MAT system tables store information on clients targeted with a tactic and/or responding to a tactic

Contact history

Data table which records all tactics delivered to a contact from MAT

CONT_CH_V houses contact history data for prior three months

CONT_CH_V_12MO houses contact history data from prior twelve months

Content of MAT contact history table is fed to CRM Siebel & Marketing Database (MDb)

If prior three months data is sufficient for your purposes, using CONT_CH_V will be more efficient than querying the larger data table

Contact history data older than 12 months has been archived

To access archived data, contact the Marketing Systems support desk

Response history

Data table which records data such as name, contact details and offer(s) accepted when a contact completes a registration form on IWM or GRP

Data table also records registration data uploaded from third-party providers

CONT_RHIST houses response history from prior twelve months

Content of MAT response history table is fed to CRM Siebel & MDb

Response history data older than 12 months has been archived

To access archived data, contact the Marketing Systems support desk

17




18








191919

Event resource kits

for event tactics

Scenario-specific elements for web-based tactics

Mailing information details for direct mail & email tactics

Creative for direct mail & email tactics

Offer details for campaign-specific offers

Tele resource

organization enablement package for tele tactics

Campaign map with tactics, tactic codes & offers presented

Target audience definition

for proactive tactics

Campaign design package drives successful campaign execution

Campaign Design Package provides critical inputs to

MAT execution




202020

Campaign map is a visual depiction of a campaigns design

Created by Demand Programs Professional Campaign map depicts planned tactics for a stated period of time. Some may

have entered the market in a prior quarter & still be active. Others may be new this quarter. Ongoing campaign may span multiple campaign maps

Campaign map depicts how tactics in a campaign align with one another In MAT, the tactics are linked together as shown on the campaign map MAT knows what tactic to deliver and when based on the linkages depicted

Campaign map supportsTactic execution

Trusted source for tactic execution activities in MAT

Tactic set-up & generation

Trusted source for tactic set-up & tactic code generation in MAT

Improved response follow-up

Accelerates response follow-up and supports sophisticated nurturing scenarios

Enhanced collaboration

Facilitates communication between stakeholders and supports vendor partner collaboration



212121

Example final campaign map supports campaign execution3Q 2014 R037 Social Business / SB Optimize Your Work Experience with Social/ SB1, SB2

Campaign owner:

Maxine Gillett/UK/IBM

Audience List

Non-respondersAudience List

R037003M One day IBM event

Face-to-face event (M)Reactive

R037001T Call to web responders

Call request fulfillment (T)Reactive

R037001WGoogle banner

Banner advertising (W)Reactive

R037002WGoogle search

Paid search (W)Reactive

R037003W Twitter Presence

Social media (W) Reactive

R037001EEvent Invitation Email

Event invitation (E)Proactive

R037016ESorry youve missed email

Single follow-up email (E)Response-triggered Proactive

R037036T Tele to attendees

Post-event call to attendees (T)Response-triggered Proactive

R037015EThank you for attending email

Single follow-up email (E)Response-triggered Proactive

R037003EFocus nurture touch 1

Nurture email series (E)Response-triggered Proactive





R037017TCall to nurture responders

Response follow-up (T)Response-triggered Proactive

R037002ESecond-chance email

Unsolicited email (E)Proactive

IWM

IWM

GR

P

Third

-par

ty

GR

P

IWM

IWM

IWM

IWM

In-scope follow-up

Touch 1 + 7 days Touch 2 + 7 days Any Touch24 hours

SB_Event Registration

SB_Call Request Fulfillment

SB_Event Demonstrations/ Exhibits

SB_Event Breakout Sessions

SB_Meeting with Sales

SB_Event Materials

SB_Event Materials


BR_MTS overview

SB_Follow-up Call (call me)

BR_MTS overview


BR_MTS overview


CS_Metlife Ltd AR_IDC vendor profile OD_Interactive flash WP_Business resilience & risk




222222

Executing campaigns requires knowledge of campaign design concepts

Tactic Name DesignationTactic Name Designation

Interaction Method Values

Interaction Method Values

Tactic Type DesignationTactic Type Designation

Interaction Method & Tactic TypeAlignment

Interaction Method & Tactic TypeAlignment

Nurture Stream Considerations


Campaign-Specific Offers & Generic Offer Types


RegistrationCapture Systems Available


Audience GovernanceImplications




23

Appropriate tactic type designation automatically computed based on interaction method value selectedElectronic example: Event invitation is proactive; Single follow-up email is response-triggered proactiveTele example: Contact Discovery is proactive; Response follow-up is response-triggered proactive; Call request

fulfillment is reactive Interaction method and tactic type combination determines Collaborate Shared Template to complete in MAT

Interaction Method and Tactic Type designation on campaign map facilitates execution

Categorizes the tactic based upon the motivation for its delivery to the audienceProactive: Content delivered according to the campaign design; audience did not ask for the contentResponse-triggered Proactive: Content delivered according to the campaign design; delivery prompted by

response to a prior tactic in the campaignReactive: Content delivered only when requested by the audience or when a specific action taken by the audience

Designates how the message will be delivered into the marketplaceReflected in the tactic code format and dictates the tactic type valueDivided into nine sets: Advertising, Direct Mail, Electronic, Event, Inside Sales, Public Relations, Sales Channel,

Tele, Web-basedMultiple values for Electronic, Event, Tele & Web-based tactics

Interaction method values

Tactic type values

Interaction method & tactic type alignment




242424

Nurture streams can be process-driven or client-driven

Process-driven nurture three-touch nurture delivers a series of three follow-up email tactics within a defined time period

Client-driven nurture custom nurture continues interactions with clients based on their interests and needs

Nurture stream delivery is based on contacts response to prior tactic Designated as Response-triggered Proactive Tactic Type Designated as Nurture email series Interaction Method value

Three-touch nurture considerations- Email tactics delivered within 3-15 days- Follow-up tele to nurture steam responders either after any touch or last touch

Custom nurture considerations- Client stays in nurture stream by exhibiting positive behaviours- Business rules and nurture steam design determine next best offer presented





252525

IBM Web Membership (IWM) Web-based contact registration capture Can imbed links to IWM form in web-based & email tactics Can publish URL for IWM form on advertising, direct mail,

public relations tactics

Event enrollment/registration tools (GRP & AST) Event enrollment & attendance recording for IBM-led events Virtual Event Center (VEC) feeds data from IBM-led virtual events to GRP Third-party event registration data uploaded via Event Import Tool to GRP

feeds to EST & MAT

Third-party registration capture Registration capture managed outside IBM Data provided to IBM by the third-party organization Examples: web-based tactics such as social media & content syndication

Registration capture system not shown on tele tactics call outcome captured in MAT Leads

Campaign map depicts registration capture systems






262626

Offer selection underpins successful tactic execution

A single offer can be presented on multiple tactics (example: a whitepaper can be promoted both on an IBM webpage and via social media)

Single call to action presented by a tactic

A single offer can be presented on multiple tactics (example: a whitepaper can be promoted both on an IBM webpage and via social media)

Single call to action presented by a tactic

Offer

Examples: White paper, brochure, event registration, follow-up call

Categorized by offer type

Examples: White paper, brochure, event registration, follow-up call

Categorized by offer type

Each offer is either a campaign-specific offer or a generic offer: Campaign-specific relates to an individual asset (example: Ricoh customer case study) Generic used for event- and tele-related tactics only

Campaign-specific vs. generic offers

Each offer is either a campaign-specific offer or a generic offer: Campaign-specific relates to an individual asset (example: Ricoh customer case study) Generic used for event- and tele-related tactics only

Campaign-specific vs. generic offers

Offer set-up in MAT required for campaign execution Direct mail, email & attract tactics can present multiple offers Tele tactics are limited to one offer

Included on campaign map and registered in MAT

Offer set-up in MAT required for campaign execution Direct mail, email & attract tactics can present multiple offers Tele tactics are limited to one offer

Included on campaign map and registered in MAT

Since they present so many offers & the offer mix changes frequently, specify one offer on organic web tactics

Special rules for organic web tacticsSince they present so many offers & the offer mix changes frequently, specify one offer on organic web tactics

Special rules for organic web tactics





272727

Each offer is categorized by offer type

Analyst Research (AR) Article (AT) Assessment (AS) Audio only recording MP3 other (AO) Book (BK) Brochure (BR) CD ROM (CD) Catalog (CT) Client Reference Guide (CG) Customer Case Study (CS) Data Sheet (DS) eBook (EX) Executive Brief (EB) Flyer (FL) Incentive (IN) Infographic (IG) Information Kit (IK) Interactive Online Tool (OT)Magazine (MA)

Newsletter (NL)Online Demo (OD)Performance Benchmark (PB)Podcast downloadable to smart devices (PS)Poster (PT)Resource Center (RC) Screensaver (SS) ServicesTrial (ST) Software Download (SD)Solution Brief (SB)Solution or Product Guide (SP)Survey (SY) Training Course (TC)Video (VD)Web seminar live (WL)Web seminar - podcast / flash archived (WA)White paper (WP) Widget Download (WD)

Event-related generic offers

Event Breakout Sessions (EK)Event Briefings/ 1:1 Meetings (EM)Event Demonstrations/ Exhibits (ED)Event Hospitality/Networking (EH)Event Hosted Tours (ET)Event Materials (EV)Event Registration (ER)Event Speakers (ES)Virtual Conference or Event (VE)

Tele-related generic offers

Call Request Fulfillment (CR)Follow-up Call (FC)Meeting with Sales (MT)

Campaign-specific offer types Generic offer types




282828

Understanding audience governance is critical to campaign map design

Scope of Transaction

Corporate policy which permits delivery of a single follow-up tactic to a contact marked for suppression under specific circumstances

IBMs ability to deliver marketing messages is governed by a mix of country-specific legal restrictions & corporate policies

Touch monitoring

Local policies that control the interval between and number of proactive tactics which can be delivered to a contact in a designated period of time

Permission/ Suppression

Rules that ensure adherence to country data privacy laws and require IBM to manage marketing message delivery based on an account or clients willingness to receive (permission) or desire to avoid (suppression) marketing messages





29

Depicts the followingFramework programCampaign nameGroup valueQuarter & year timeframeCampaign owner Notes IDChronological tactic flowTactic codes & names Interaction method valuesTactic typeOffers presentedRegistration capture systemsTarget audience lists In-scope follow-up labelTactics for non-respondersNurture delivery intervals &

follow-up tele approach

Describes (in words) target audience for each proactive tactic Designates accounts &

contacts to include/exclude Basis for target audience

selection from the MDb & MAT data tables

Critical inputs to MAT execution: Campaign design package

Campaign map Target audience definitionMailing information details

Creative for email & direct mail tactics

Designate offer version name & code, buyers journey stage, offer type, tactic usage

Assets for pre-event, onsite & post-event use

Campaign-specific offer details

Scenario-specific elements for web-based tactics

Tele resource organization enablement for tele tactics

Email: HTML and/or txt format in .zip file Direct mail: Print-ready

copy & graphicsContent may be predefined

for WW campaignsContent must comply with

creative standards & file standards for MAT upload

Sent from display name & subject line may be predefined by WW teamOther mailing information

details determined locallyEmail: reply-to email,

salutation, test email, seed lists, delivery & remindersDM: mail house, PO box

Strategy & agency statement of requirements for content syndicationStrategy, keyword list, top-

ranking IBM sites & external domains for paid searchSet up offer version code

in registration capture systems

Tele organization selection generally a local decisionForecasted call volume by

tactic code and countryCall guide: call objective,

messaging, offers & lead validation criteriaDefined success criteria &

metrics

Event resource kits for event tactics




30








Separate MAT environments provide unique functions

Training environment (TRAIN) Production environment (PROD)I/T environment used for Basic and Intermediate Campaign, Collaborate and Unica Specialist MAT training courses

Day to day working environment used to execute tactics

Sign on with student ID and password Sign on with IBM intranet ID & password

Contains limited database of contacts in five US states (no live link to MDb)

Links to region-specific MDb instance (Americas, Asia-Pacific, Europe)

Functions & scenarios illustrated are not US-specific they are relevant worldwide

Implemented globally (few exceptions in some IMTs)

Not linked to other MAT modules or marketing systems

Links to EST, MDb, other MAT modules

Feeds data to MDb, other MAT modules, reporting tools and sales management systems

Screen layouts & selectable data values comparable to PROD

31




32

Hands-on exercise: MAT sign-in & navigation

Sign-in process Sidebar navigator Home screen components Add & Explore links Navigation tools

Actions menu Warning icons Options menu Online help

Screen menu bar icons Look for/Find functions Tabs & icons Logout

Hands-on



33









34

Not an actual campaign, but a realistic example of one Used to demonstrate iterative campaign mapping Reflects 2013 program, campaign, tactic code format, interaction method values Does NOT reflect execution changes as a result of Data-Driven Marketing

services Acknowledges prerequisite tasks outside MAT Includes a mix of proactive, response-triggered proactive & reactive tactics Contains a variety of tactic interaction methods

Tele, Direct Mail, Electronic, Event, Web-based Collectively, these five vehicles represent 94% of tactics delivered globally

A training campaign is designed to illustrate specific MAT capabilities

Training platform will reflect current program, campaign, tactic code format, interaction method values after v9 upgrade



A training campaign conveys a typical client experience featuring multiple touch points

35

Receives tactics to register for State-specific event

Registers for event

Attends event

Attendees & no-shows receive post event follow-up via email; responds to email

Clicks on Google banner

Completes IWM registration form and requests IBM call

Receives call from LDR

Receives confirmation call prior to event

Attendees receive follow-up call

Receives follow-up call

Receives information via post Accepts offer on website by

completing IWM registration form; requests IBM call

Receives call from LDRReceives follow-up email




36

Lotus Peak Performance Campaign page 1 of 2Social Business - SB Exceptional Work Experience 2Q13

MAT CollaborateMAT Campaign + MAT Collaborate In-scope follow-up tactic

101UT01DPeak Mailing

Direct Mail + Dimensional PackageProactive

BR_Brochure

SB_Follow-up_Call (call me)

101UT01EPeak Performance Update

Electronic + Single follow-up e-Mail

Response-triggered proactive

WP_White_Paper

IK_Information_Kit

101UT02TTele to Peak Mailing CALL

ME requestsTele + Call Requested on D-

Code ResponseReactive

SB_Call _Request_Fulfillment

101UT01WGoogle banner

Web-based + Internet BannerReactive

IK_Information_Kit


101UT01TTele to banner CALL ME

requestsTele + Call Requested on

W-Code ResponseReactive

SB_Call_Request_Fulfillment

Campaign owner:Maxine Gillett/UK/IBM

IWM

IWM

IWM



37

Lotus Peak Performance Campaign page 2 of 2Social Business - SB Exceptional Work Experience, 2Q13

101UT02EInvitation email

Electronic + Invitation to Event

Proactive



Proactive101UT04E

Invitation emailElectronic +

Invitation to EventProactive



Proactive101UT06E



101UT03TBooster tele

Tele + Pre-event Registration/Confirmation

Proactive



Proactive101UT05T

Booster teleTele + Pre-event

Registration/ConfirmationProactive



Proactive101UT07T



SB_Event_RegistrationSB_Event_Registration

101UT08TConfirmation teleTele + Pre-event

Registration/ConfirmationResponse-triggered proactive









SB_Event_Registration SB_Meeting with Sales

101UT01MNew York - EventEvent + Seminar

Reactive

101UT02MMiami - Event

Event + SeminarReactive

101UT03MDallas - Event


101UT04MPhoenix - EventEvent + Seminar

Reactive

101UT05MDenver - Event


SB_Event Demonstrations

101UT13TPost-event tele

Tele + Follow-up on M-Code Response




Response-triggered proactive101UT15T

Post-event teleTele + Follow-up on M-Code

ResponseResponse-triggered proactive






101UT07EPost-event nurture touch 1

Electronic + e-Nurture e-MailResponse-triggered proactive





101UT18TTele to post-event nurture

Tele + Follow-up on E-Code Response


SB_Meeting with SalesOD_Online_Demo WP_White_Paper CS_Customer_Case_Study

SB_Event_Breakout Sessions

NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO

AllLocations*

* Attendees & No-shows

GR

P

IWM




38

Campaign design depicts tactics in chronological order

Register each collection of related tactics in MAT Follow-up tele to nurture stream responders, then nurture stream Follow-up tactic, then proactive tactic using that follow-up Follow-up tactic, then attract tactic using that follow-up

Designate one/more offers on all tactics

Maximize efficiency by registering tactics in MAT in a specific order

Follow-up tactics must be registered in MAT before registering proactive or attract tactics using that follow-up



39

INTERNET BANNER & FOLLOW-UP

1. Reactive follow-up tele to Google banner responders who accept call me offer

2. Reactive Internet Banner





1



IK_Information_Kit


2

Lotus Peak Performance Campaign (partial)Social Business - SB Exceptional Work Experience

No response-triggered follow-up to Internet Banner responders who requested only the information kit, but they could be included in the target audience for the event invitation

IWM

Collaborate shared template

List + Collaborate shared template

In-scope follow-up tactic




40

DIRECT MAIL & FOLLOW-UP

1. Reactive follow-up tele to direct mail responders who accept call me offer

2. In-scope response-triggered proactive follow-up email to all direct mail responders

3. Proactive Direct Mail




BR_Brochure





WP_White_Paper

IK_Information_Kit




SB_Call _Request_Fulfillment

3

2

1

IWM

IWM






41

DRIVE TO EVENT

1. Proactive email invitations 2. Proactive tele booster calls




Proactive



Proactive101UT04E





Proactive101UT06E





Proactive



Proactive101UT05T





Proactive101UT07T



SB_Event_RegistrationSB_Event_Registration

NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO

1 2

GR

P







42


EVENTS & SURROUND TACTICS

1. In-scope response-triggered proactive tele to all nurture stream responders

2. Not-scope three-touch nurture stream to all event attendees

3. In-scope response-triggered proactive confirmation tele to all event registrants

4. In-scope response-triggered proactive tele to all event attendees

5. Reactive event as attract tactic













Reactive






Reactive



SB_Event_Demonstrations














SB_Event_Breakout_Sessions

NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO

3 45

101UT07EPost event nurture touch 1










Alllocations

1

IWM

2

GR

P



43

Campaign Summary CampaignID_CampaignName 101UT_PeakPerformance (BAT-generated) or R0010_ILSmarterCities (MAT-generated)Flowcharts & Forms Scope_Programshortname_CampaignID_FlowchartNum_FlowchartDesc US_SB_101UT_PeakPerformance_FC1_PeakMailingList Templates Scope_Programshortname_CampaignID_TemplateDesc US_SB_101UT_101UT01E US_SB_101UT_InvitationsLists Scope_Programshortname_TacticID_TacticName US_SB_101UT03T_BoosterCallNYCOn-demand Campaigns Scope_Programshortname_TacticID_TacticName US_SB_101UT03T_BoosterCallNYCNurture Streams Scope_Programshortname_StreamName US_SB_PostEventNurture

MAT naming convention helps users to easily identify their work

In training, users preface their entries

with their initials.

Do NOT use initials in your entry names in

MAT Production.




A special naming convention exists to support multi-country execution

Most MAT naming conventions incorporate scope in the MAT entrys name Represents the geographic scope of the tactics execution Generally refers to the country in which the tactic is executing Use two-character ISO-standard country code

Naming convention allows for a broader statement of scope for teams for whom MAT has been programmed to support execution across multiple countries from a single MAT entry

Multi-country execution On-demand Campaign scopeUS & Canada NAAustralia & New Zealand ANZBelgium & Luxembourg BNLUK & Ireland GB

44

MAT entries for any single-country tactic execution within North America, ANZ, Benelux or UKI should use the two-character country code in the scope



45

Hands-on exercises illustrate how to execute tactics in Collaborate

Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate




46





47

Lotus Peak Performance CampaignSocial Business - SB Exceptional Work Experience





1. Reactive tele to Google banner responders who request Call me




IK_Information_Kit






1

2

No response-triggered follow-up planned to internet banner responders who requested only the information kit, but they can be included in the target audience for the event invitation.

IWM




48

Reactive Tele 101UT01T

Outside Collaborate Tele + Call Requested on W-code Response Reactive tactic type Generate tactic code Identify tele resource organization Brief tele resource organization

In Collaborate Add an On-demand Campaign WW Response Tele shared template Designate country & campaign Designate tactic scope as reactive Designate tactic code & offers Activate tactic (pending incoming responses)

Responses trigger transfer to Leads LDR sees 101UT01W as source in Leads LDR can override tele suppression for reactive follow-up tele







49

WW Response Tele: Vehicle-specific considerations

Does not require a list Designed to deliver T-code based on response to prior tactic Single template supports three delivery scenarios for follow-up tele

Reactive: Account/contact-level suppressions & touch monitoring bypassed; all contacts are included In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of

transaction' guidelines Not-scope response-triggered proactive: All applicable audience governance rules are applied

Enables use of single follow-up tele for multiple tactics in the campaign Permits execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one offer to be presented in the call Can designate nurture stream for responders T-coded contact records routed to designated tele resource organization

Routing rules in Leads determine allocation to individual LDRs Calls executed from Leads module

Activation does not trigger immediate delivery of follow-up tele, MAT delivers contact records to Leads when responses to prior/source tactic come in

Reference: Collaborate Shared Templates Hands-on QRG




50





51


1. Reactive tele to Google banner responders who accept Call me offer








IK_Information_Kit






1

2

No response-triggered follow-up planned to internet banner responders who requested only the information kit, but they can be included in the target audience for the event invitation.

IWM




52

Internet banner attract tactic 101UT01W

Outside Collaborate Web-based + Internet Banner Reactive tactic type Generate tactic code Coordinate banner creative Set up IWM form for response capture

In Collaborate Add an On-demand Campaign WW Attract Tactic Registration shared template Designate country & campaign Select tactic code & offers Specify follow-up tele to Call me responders Activate tactic (pending incoming responses)

Captured in IW

M



IK_Information Kit




53

WW Attract Tactic Registration: Vehicle-specific considerations

Supports reactive attract tactics Activation ensures attract tactics responses are captured in MAT Specify tactic code & offers presented Designate same follow-up tele to all responders

Leave default None if no tele follow-up to responders is planned Select a T-code to designate follow-up tele tactic to be delivered to responders Selected T-code must already be registered/activated in MAT

Designate if follow-up tele is to call requests only or all responders Designate tele resource organization Can designate nurture stream to all responders Can designate follow-up tele to nurture responders Activate Collaborate entry pending incoming responses Response follow-up limited to follow-up tele & nurture stream

Use geo Response Proactive Email template to trigger email to responders





54





55


1. Reactive tele to direct mail responders who accept Call me offer









BR_Brochure





WP_White_Paper

IK_Information_Kit





3

1

2

IWM

IWM




56

Reactive tele 101UT02T

Outside Collaborate Tele + Call Requested on D-Code Response Reactive tactic type Generate tactic code Identify tele resource organization Brief tele resource organization

In Collaborate Add an On-demand Campaign WW Response Tele Designate country & campaign Designate tactic scope as reactive Select tactic code & offers Activate tactic (pending incoming responses)

Responses trigger transfer to Leads LDR sees source tactic code in Leads LDR can override tele suppression for reactive follow-up tele

Used WW Response Tele in earlier exercise. In the interest of time, On-demand Campaign entry has already been created for 101UT02T.







57



1. Reactive tele to direct mail responders who accept Call me offer








BR_Brochure





WP_White_Paper

IK_Information_Kit


ME requestsTele + Call requested on D-



3

1

2

IWM

IWM




58

Response-triggered proactive email 101UT01E

Outside Collaborate Electronic + Single follow-up e-Mail Response-triggered proactive tactic type Generate tactic code Coordinate email creative (per creative standards) Validate/proof creative content Define mailing information details Set up IWM form for response capture

In Collaborate Add an On-demand Campaign Geo Response Proactive Email Designate country & campaign Select acquisition preference code or default to All IBM Select tactic code & offers Upload email creative Complete Mailing Information tab Test email creative & log approval including approvers Set-up target start/end dates and designate daily recurrence Activate tactic (pending incoming responses) Triggers follow-up email delivery to all direct mail tactic responders

Captured in IW

M




WP_White_Paper

IK_Information_Kit



59

Response Proactive Email: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Does not require a list MAT identifies recipients based on response history Drive email delivery (E-code tactic) to responders to a prior tactic (tactic source code)

Web responses, event attendees or event no-shows Emails sent as a single batch or over a period of time depending upon response expectations URL links in an email are active for a 60 day period (7 days only for test emails)

Designate in-scope or not-scope delivery In-scope: contacts suppressed for email will be included under scope of transaction guidelines Not scope: contacts suppressed for email will be excluded from tactic audience

Supports creative upload into MAT eMessage in .txt and/or .html formats Permits email execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Designate mailing information including test email recipients Trigger delivery of test emails & log approval including approvers Can designate follow-up tele and/or nurture stream for email responders Activation does not trigger immediate delivery of the follow-up emails; MAT delivers follow-

up emails when responses to prior/source tactic come in

Reference: Collaborate Shared Templates QRG




60

Response Proactive Email: Mailing Information Details

Sent from (display name) Reply to (email address) Subject line Salutation format (if applicable) Test email recipient names & email addresses (internal & external for DPP) Test email approvers

Use of seed lists is not appropriate since every response would trigger delivery of another copy of the tactic to the seed list

Use of reminders in not enabled since reminders are delivered at a designated date/time which cannot be predetermined for response-triggered tactics




61

Reference: Collaborate Shared Templates

Response Proactive Email: Workflow

Test email approval Pause ONDC, Set Test Email approval status to Finished, add actual start/end dates & approvers

Set daily recurrenceDescription Batch response capture Ongoing response capture

Example tactic Event attendees Web-based responses

On-demand Campaign status Pause ONDC: On hold Pause ONDC: On hold

Run to send email to all test recipients Set to Skipped Set to Skipped

Test email approval No changes No changes

Run to send followup email No changes No changes

Prepare for recurrence Set to Skipped Set to Skipped

Daily run Status tab Set to Skipped Set to PendingSet Target Start/End 12 hours out

Daily run Recurrence tab Set Frequency to DailySet Ending End by date

Set Frequency to DailySet Ending to Infinite or set End by date

On-demand Campaign status Update to In progress Update to In progress

QRG




62





63

Direct mail 101UT01D

Outside Collaborate Direct Mail + Dimensional Package Proactive tactic type Submit target audience data list request to DbM Generate tactic code Coordinate direct mail creative Define mailing information details Set up IWM form for response capture

In Collaborate Review list and refresh if more than 24 hours old Add an On-demand Campaign Geo Proactive Mail from List Designate country & campaign Select tactic code & offers Select target audience list Designate desired follow-up to responders Identify mail house & mailing information Activate tactic to produce mail list export file Ensure mail house collects data file within 10 days

Captured in IW

M



BR_Brochure





64

Proactive Mail from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Supports proactive direct mail execution Requires audience list using data from MDb and/or MAT tables Permits direct mail execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Can designate follow-up tele for responders Can designate nurture stream for responders Refresh target audience list no less than 24 hours before use Mail house name and include/exclude post office box prompts Produce mail list export file for vendored mail house use

(writes D-code to contact history) Stores mail list export file on IBM secure server Sends email notifications to designated vendor & MAT user Mail vendor must retrieve file within 10 days; older files are removed




65

Reference: Collaborate Shared Templates

Proactive Mail from List: Mailing Information Details

Mail house name Include contacts with PO box addresses (yes/no)

Hands-onQRG




66





67

Invitations emails 101UT02E-101UT06E

Outside Collaborate Electronic + Invitation to Event Proactive tactic type Submit target audience data list request to DbM Generate five (5) tactic codes Coordinate email creative (creative standards) Validate/proof creative content Set up event brief in EST Enable event registration capture in GRP Define mailing information details

Captured in

GR

P



Proactive



Proactive101UT04E





Proactive101UT06E



SB_Event_Registration

NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO




68

Invitations emails 101UT02E-101UT06E

In Collaborate Review DbM-generated list(s) Add an On-demand Campaign Geo Proactive Email from List Designate country & campaign Select acquisition preference code or default to All

IBM Select tactic code & offers Select target audience list Upload email creative Complete Mailing Information tab Test email creative & log approval including

approvers Trigger delivery & schedule reminder Repeat for each of five invitations

Captured in

GR

P



Proactive



Proactive101UT04E





Proactive101UT06E




NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO



69

Proactive Email from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Requires audience list using data from MDb and/or MAT tables Used to upload reusable seed list into MAT eMessage Supports creative upload into MAT eMessage in .txt and/or .html formats

URL links in a proactive email & reminder email are active for a 60 day period each URL links in a test email are active for 7 days only

Permits email execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions)

Designate one or more offers Designate mailing information including test email recipients Designate whether/not to send reminder email Can designate follow-up tele for responders Can designate nurture stream for responders Trigger delivery of test emails & log approval including approvers Refresh audience list no less than 24 hours before use Trigger or schedule email delivery (writes E-code to contact history) Schedule optional reminder email delivery (up to 21 days after initial delivery)





70

Proactive Email from List: Mailing Information Details

Sent from (display name) Reply to (email address) Subject line Reminder email subject line (if applicable) Salutation format (if applicable) Internal seed list name Test email recipient names & email addresses (internal & external for DPP) Test email approvers Delivery timing: local date/time Reminder delivery timing: local date/time (up to 21 days after initial delivery)




71






72

Booster tele 101UT03T-101UT07T

Outside Collaborate Tele + Pre-event Registration/Confirmation Proactive tactic type Submit target audience data list request to DbM Generate five (5) tactic codes Identify tele resource organization Brief tele resource organization

In Collaborate Refresh list if more than 24 hours old Add an On-demand Campaign Geo Proactive Tele from List Designate country & campaign Select tactic code & offers Select target audience list Designate tele resource organization Activate to transfer contact records to Leads Repeat for each of five booster tele tactics

Captured in

GR

P101UT03T





Proactive101UT05T





Proactive101UT07T




NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO



73

Proactive Tele from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Requires audience list using data from MDb and/or MAT tables Supports proactive tele execution Designate one offer to be presented in the call Template does not apply audience governance or prompt user to refresh list

Audience governance logic must be applied in the flowchart used to create the list Target audience list must be refreshed no less than 24 hours before it is used

Contact records routed to designated tele resource organization (writes T-code to contact history)

DPP designates tele resource organization in Collaborate template Routing rules in Leads determine allocation of T-codes to individual LDRs

Calls executed from Leads module





74





75

EVENTS & SURROUND

1. In-scope response-triggered proactive tele to nurture stream responders

2. Not-scope response-triggered proactive nurture stream to event attendees & no-shows

3. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment)

4. In-scope response-triggered proactive tele to event attendees

5. Reactive events as attract tactics














Reactive






Reactive


















NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO

GR

P

IWM











Alllocations

21




76

Response-triggered proactive tele 101UT18T

Outside Collaborate Tele + Follow-up on E-Code Response Response-triggered proactive tactic type Generate tactic code Identify tele resource organization Brief tele resource organization

In Collaborate Add an On-demand Campaign WW Response Tele Designate country & campaign Designate tactic scope as In Scope Select tactic code & offers Activate tactic (pending incoming responses)







77

WW Response Tele: Vehicle-specific considerations

Does not require a list Designed to deliver T-code based on response to prior tactic Single template supports three delivery scenarios for follow-up tele

Reactive: Account/contact-level suppressions & touch monitoring bypassed; all contacts are included In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of

transaction' guidelines Not-scope response-triggered proactive: All applicable audience governance rules are applied

Enables use of single follow-up tele for multiple tactics in the campaign Permits execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one offer to be presented in the call Can designate nurture stream for responders T-coded contact records routed to designated tele resource organization

Routing rules in Leads determine allocation to individual LDRs Calls executed from Leads module

Activation does not trigger immediate delivery of follow-up tele, MAT delivers contact records to Leads when responses to prior/source tactic come in





78





79

EVENTS & SURROUND

1. In-scope response-triggered proactive tele to nurture stream responders

2. Not-scope response-triggered proactive nurture stream to event attendees & no-shows

3. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment)

4. In-scope response-triggered proactive tele to event attendees

5. Reactive events as attract tactics














Reactive






Reactive


















NewYorkNY

MiamiFL

DallasTX

PhoenixAZ

DenverCO

IWM











Alllocations

21

GR

P




80

Nurture stream test emails 101UT07E, 101UT08E, 101UT09E

Outside Collaborate Electronic + e-Nurture e-Mail Response-triggered proactive tactic type Generate three (3) tactic codes Coordinate email creative (3) Validate/proof creative content Define mailing information details Set up IWM form(s) for response capture

In Collaborate Add an On-demand Campaign Geo Proactive Email from List Designate country & campaign Select acquisition preference code or

default to All IBM Select tactic code & offers Upload email creative Complete Mailing Information tab Test email creative & log approval

including approvers Change status to Cancelled Repeat for each of three touches

Captured in

IWM







OD_Online_Demo WP_White_paper CS_Customer_Case_Study



81

Proactive Email from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Requires audience list using data from MDb and/or MAT tables (not applicable for nurture emails) Used to upload reusable seed list into MAT eMessage (not applicable for nurture emails) Supports creative upload into MAT eMessage in .txt and/or .html formats

URL links in an email are active for a 60 day period (7 days only for test emails) Permits email execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Designate mailing information including test email recipients Designate whether/not to send reminder email (not applicable for nurture emails) Can designate follow-up tele for responders (not applicable for nurture emails) Can designate nurture stream for responders (not applicable for nurture emails) Trigger delivery of test emails & log approval including approvers Refresh audience list no less than 24 hours before use (not applicable for nurture emails) Trigger or schedule email delivery (writes E-code to contact history, not applicable for nurture emails) Schedule optional reminder email delivery (up to 21 days after initial deliver, not for nurture emails) When used for nurture creative upload & approval, cancel entry in MAT to ensure E-code is selectable in

Touch fields on WW eNurture shared template




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