Marketing Collateral Strategy

High Impact > Flexible > Buyer Centric

One Company - One Collateral Program

• Presentation Goals– Agree across SBUs to implement a common architecture, look

and general usage for Pegasystems customer facing collateral– Identify missing collateral types

• E.g. Insurance

Developing A Common Base To Meet SBU Needs

• Successful corporate branding and messaging requires:– A consistent, cost effective approach to collateral, both for

company effectiveness, efficiency and successful sales efforts • As our products continue to evolve, so must our

collateral strategy• Collateral strategy is based on balancing the use of

print and electronic mediums

Collateral Requirements Align With Corporate Direction

• Consistent branding across SBUs for share-of-mind• Effective / targeted product and industry messages• Content and structure matches the buying cycle

– Target the specific needs of each business line effectively– Accurately reflect the sales cycle for BPM solutions– Simplify the collateral selection for each stage of the sales cycle

• Change management• Budgetary consideration

– Reduce printing of materials– Reduce obsolesce costs

Collateral Strategy Criteria

• Life Cycle• Budget Restrictions

– Media Type (Vehicle)

• Stage of Sales Cycle– Prospect preference

• Inverted pyramid hierarchy

Collateral Strategy Criteria• Life Cycle

– Longest shelf life • information overview• branding message for company • 4 color, glossy, offset printed

– Shortest shelf life• electronic delivery• can be B&W or digital color print • concise - no redundant information• address specific, timely customer-centric information

• Budget Restrictions– Media Type (Vehicle)

• Stage of Sales Cycle– Inverted pyramid hierarchy

Corporate Backgrounder, Market (SBU) BrochuresLongest shelf lifeHigh qualityPre-pipeline, Pre-development

Case StudiesModerate shelf lifeElectronic, digital colorDevelopment, Analysis, Decision

White PapersModerate shelf life Electronic, B&W, cover colorAnalysis, Decision

Product SheetsVery short shelf life 1 pageElectronic, digital colorPre-development,development

Product SuitesModerate shelf lifeGood quality printPre-pipeline, Pre-development, Development

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Collateral Hierarchy

6 – 9 months

9 – 12 months

12 - 15months

Solution BriefModerate shelf lifeElectronic, digital colorDevelopment, Analysis, Decision

More info

Hierarchy of Current Collateral

Corporate backgrounder • Company branding / message• General introduction to company• Long shelf life• Printed high quality 4 color• 1 page• Pre-pipeline• Pre-development• Broad use:

• trade shows• mailings• RFP’s

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Hierarchy of Current Collateral

Corporate/Market (SBU) brochure • Company branding / message• General introduction to:

• products• markets• industries• technology• uniqueness of Pega

• Long shelf life• Printed high quality 4 color• 8-12 pages• Pre-pipeline• Pre-development• Development

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corporate backgrounder

Hierarchy of Current Collateral

Product Suite (optional) • Line of business centric• Addresses specifics of each application (i.e. – show how solutions fit together).• Address problem solving, value proposition, SBU solution specific• 4 pages max• Pre-pipeline• Pre-development• Development• Printed high quality 4 color• Details will change with product development• New to portfolio

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Hierarchy of Current Collateral

Case Studies• Address business issues,• Target specific customer pain problems and specific solutions • Demonstrates usage of solution and/or technology• Development, Analysis• 2-6 pages • Electronic• B&W or color digital print (on demand)

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Hierarchy of Current Collateral

• Address business issues,• Target specific customer pain problems and specific solutions • Demonstrates usage of solution• Development, Analysis• 2-6 pages • Electronic• B&W or color digital print (on demand)

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Solution Brief

Hierarchy of Current Collateral

White Papers • Provide concrete specs., technical detail • Highlight technology, product usage, best practice development techniques• Help with ROI discussions, business case• Analysis stage• Decision stage• 8-20 pages. • Moderate shelf life • Electronic for efficient content modifications• B&W or digital color (on demand)

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Hierarchy of Current Collateral

Product Sheets • Tailored for each Pega product• Drilled down to feature details

- no redundant information• Pre-Development• Development• 1 page. • Short shelf life • Electronic for fast content modifications• Digital color or B&W• Printed on demand

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Marketing Collateral StrategySummary

• Deep portfolio of material mapped to Sales and Buying cycle• Common lexicon facilitates content development• Pega presents a single company image and message• Significantly reduced costs without loss of use• Ability to respond quickly to product detail changes• Eliminated redundant information

– The right information to the right person at the right time

• Provides a framework for exceptions handling

1 page

Very short shelf life POD possibly color

specific to applications – drilled down to the most details – no need for general info

Pre-development

Development

Tailored for each application

Product Sheets

8-20 pp. Medium shelf life requires electronic media POD for efficient content modifications

B&W, cover color

Provide concrete specs. Highlight technology, help with ROI discussions, business case

Analysis

Decision

All repsWhite Papers

4 pp max. Moderate shelf life. Details will change with product development. Printed.

Addresses specifics of each application Address objections, competition, value proposition

Pre-development

Development

Reps in each SBUProduct Suite

Long shelf life, printed, high quality,

4 color, 8-12pp

Consistent branding, messaging, overview, intro to company

Pre-Pipeline

Pre-Development

All repsCorporate brochure

VehiclePurposeWhenWho What

4 pp max. Moderate shelf life. Details will change with product development. Printed.

Addresses specifics of each application Address objections, competition, value proposition

Pre-development

development

Solution BriefReps in each SBU

Medium shelf life, electronic POD, 2-6pp. Color

Address business issues, Target specific features, solutions, to persuade potential customer

Predevelopment

Development

Analysis

Tailored for each SBU and specific customer

Case Studies