Marketing Automation Training For Demand Program Professionals

Enterprise Marketing Performance
Marketing Systems Enablement
Marketing Automation Training

for Demand Program Professionals
Tactic execution in Collaborate
MAT 5.0 May 2014
2014 IBM Corporation
Enterprise Marketing Performance: Marketing Systems Enablement
Course objective
Understand IBMs marketing automation vision

Acknowledge Marketing Automation Tool (MAT) role in IBM tools suite
Introduce MAT terms & definitions
Examine critical inputs to MAT execution
Experience MAT tactic execution capabilities
Review Leads functionality
Understand reporting environments
Course assumes familiarity with processes & tools outside MAT

Marketing tools overview introduces planning, execution & measurement tools
Course does not

Address your complete role as a professional in the Demand Programs organization
Cover the entire Marketing Transformation process
Course content
Marketing automation vision
MAT tools suite & capabilities
MAT terms & definitions
MAT sign-in & navigation
Critical inputs to MAT execution
Introduction to training campaign
MAT tactic execution
Collaborate Shared Templates
Hands-on exercises
Naming conventions
Collaborate troubleshooting
Special considerations
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Unica Specialist, DbM & DPP curriculums cover similar topics, however the
depth of coverage on each topic varies depending upon the specific role
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Path to marketing transformation: Capabilities required by CMO & CIO

Marketing profession being
guided by three imperatives
Source: IBM Path to Marketing Transformation 2012 pdf
Automation is an integral part of IBMs own marketing transformation

Process
Management system
Coordinated roles & responsibilities
Systems
Real-time audience selection
Consistent tactic execution
Consolidated response capture
Automated response follow-up
Process
Tool integration
Sales linkage
Process
Marketing
Transformation
Syste
ms
Skills
Skills
Increased collaboration
Client-centric message planning
End-to-end DP role
Relevant education & training
Benefits to IBM
Accelerate response capture and improve speed & quality of follow-up
Enhance response to lead conversion efforts
Drive better sales acceptance
Produce greater yields from campaigns
Increase Marketing Contribution Win Revenue
Serve as a role model for Smarter Commerce implementations
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Introduction to Marketing Automation Tool

Marketing Automation Tool (MAT)
IBM-internal tool name for implementation of Unica products to support offer management,
tactic code generation, tactic execution and automated response follow-up
Unica
Company founded in 1992 headquartered in Waltham, Massachusetts, USA
Produces marketing software solutions
Marketing resource management
Campaign management
Marketing execution
Marketing performance & analysis
Acquired by IBM in 2010

Now part of Enterprise Marketing Management (EMM) business unit in Software Group
Affinium: Brand name on some user sign-on screens
Tools will touch all Demand Programs roles in varying depth

END-TO-END PROCESS
PLAN
EXECUTE
C&SP
Planning
Portal
CTEBA
MTP
MFR
EST
CTEBA
Nomination
Invitee
GRP
AST
VEC
MANAGE
MAT part of broad Marketing tools suite
MAM
IWM
&
MAM
Central
Covario
MAT
modules
Net
Insight
Sales
Connect
MRP
Sunrise
CDPM
Marketing
tool
MARS
Sales tool
Planning, execution & measurement tools

Current tools are interdependent
Tools cut across Demand Programs roles
Some tools used only in specific scenarios (events, web, financial & asset management)
Tools overview: Marketing Automation Tool (MAT)

IBM standard environment required for marketing tactic execution
Web-based tool on Unica platform
Utilizes campaign & tactic planning data from two trusted sources of tactic code
generation, BAT & MAT
Facilitates proactive direct mail, email & tele tactic execution
Consolidates data from registration capture systems: IWM, GRP, AST
Uploads responses captured by third parties via MAT File Import Tool
Automates delivery of follow-up tactics to responders
Links to MDb for proactive tactic target audience selection
Includes logic to ensure adherence to audience governance policies
Routes contacts to tele resources for follow-up, nurturing & lead validation
Defines offers aligned to buyer journey stage, IBM capabilities or industry
imperatives supported and program & WW campaign
Enables dynamic display of offers on the web
Provides data to CDPM reporting on Cognos platform
1
MAT modules work together to improve marketing performance

Enables target audience list
creation
Supports flexible execution of
tactics
Captures incoming response data
Contains offer library
Leads
Provides response management

function; lead management in
SalesConnect
Allows authorized tele resources
to execute outbound
telemarketing & follow-up tele
Collaborate
Guides user step-by-step
through common tactic
execution scenarios
Automates delivery of
pre-determined followup tactics to responders
Generates tactic codes
Classifies offers and
generates offer codes
Provides dedicated sections
for enabling offers in Interact
11
eMessage
Campaign
Marketing
Operations
Interact
Operates
behind-thescenes
Manages
email content
& creative
upload
Enables dynamic
personalized offer
delivery on the web
MAT integrates with sales and other marketing systems

EST
CDPM
MARS
SalesConnect
CRM Siebel
IWM
Registration capture
GRP
MAT
5
MDb
(& VEC, Event Import Tool)
AST
Other: MAT File
Import Tool
Tactic codes generated in MAT are available for execution in Campaign or Collaborate within 2 hours
1. MAT sends tactic code data to EST for inclusion in event marketing briefs
2. MAT receives data from registration capture systems to record responses and initiate follow-up
3. MAT is given audience data from the MDb for proactive tactics and in support of LDR calls
4. MAT passes data to sales management systems for opportunity management
5. MAT shares data with MDb for recording and data analysis
6. MAT sends data to CDPM for tactic & campaign performance; MARS for campaign & program results
MAT optimizes offer and campaign execution

Presents offers dynamically
Delivers offers on IBM web
Enables
pages based on visitor
offers
preferences
and customized
decision rules
Automates follow-up tactics
Automates delivery of pre-defined followup tele, multi-touch nurture and/or single
Automates
email tactic(s) to responders
follow-up
tactics
Handles
follow-up for unintended
responses via tactic codes set up
especially for that purpose
MAT
Executes
proactive tactics
Captures responses
Consolidates data from
registration capture systems
Captures
Captures unintended
responses
responses
via tactic codes
set up for that purpose
Classifies offers stored in a MAT Offer Library
Generates tactic codes for execution
Course content
MAT tools suite
MAT tactic execution capabilities
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
MAT entities
MAT Campaign
MAT Collaborate
Form
On-demand
Campaign
using list
Campaign
Summary
List
Template
using response
history
On-demand
Campaign
attract tactic
Flowchart
List
On-demand
Campaign
Offer
MAT entities
MAT Campaign
MAT
Campaign
MAT
Campaign
MAT Term
Campaign
Summary
A Campaign Summary is defined at the

country & Campaign ID levels in Campaign
Campaign ID equates to MPID for BATgenerated 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 house 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
Campaign
Summary
Flowchart
Description
MAT Campaign functions: Sample flowchart
Flowchart content
Select audience
Apply suppression/permission
Apply exclusions
1
Logic in Main Audience box:
MAT entities
MAT Term
Form
List
Template
List
Description
Forms are automatically
created when a flowchart in
MAT Campaign is published
to MAT Collaborate
Forms are used to create list
templates
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
A List is a group of contacts
gathered based on a predefined set of characteristics
Lists associated with an Ondemand Campaign specify
contacts who will be targeted
by that tactic
Lists generated are stored in
MAT proper, not in the MDb
MAT Collaborate
Form
On-demand
Campaign
using list
List
Template
List
On-demand
Campaign
using response
history
On-demand
Campaign
attract tactic
Offer
MAT entities
MAT Term
On-demand
Campaign
Also known
as
Collaborate
Shared
Template
Offer
Description
On-demand Campaign
(ONDC) templates are used
to register tactics in
Collaborate
One On-demand Campaign
per tactic code & country
Audiences for an On-demand
Campaign may be based on
a pre-defined list or may be
based on response history
All tactics executed through
or gathering responses in
MAT must be registered &
activated using an Ondemand Campaign template
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
Form
On-demand
Campaign
using list
List
Template
List
On-demand
Campaign
using response
history
On-demand
Campaign
attract tactic
Offer
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Dictionary moment: MAT environments

Training environment (TRAIN)
Production environment (PROD)
I/T environment used for DPP, DbM and

Unica Specialist MAT training courses
Sign on with student ID & password
Contains limited database of contacts in
five US states (no live link to MDb)
Functions & scenarios illustrated are not
US-specific they are relevant worldwide
Not linked to other MAT modules or
marketing systems
Day to day working environment used to

execute tactics
Sign on with IBM intranet ID & password
Links to region-specific MDb instance
(Americas, Asia-Pacific, Europe)
Implemented globally (few exceptions in
some IMTs)
Links to EST, MDb, other MAT modules
Screen layouts & selectable data values

comparable to PROD
21
Feeds data to MDb, other MAT modules,

reporting tools and sales management
systems

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
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Campaign design package drives successful campaign execution

Campaign
map with
tactics, tactic
codes &
offers
presented
Tele
resource
organization
enablement
package for
tele tactics
Scenariospecific
elements for
web-based
tactics
24
Target
audience
definition
for proactive
tactics
Creative for
direct mail &
email tactics
Campaign Design Package

provides critical inputs to
MAT execution
Event
resource kits
for event
tactics
Mailing
information
details for
direct mail &
email tactics
Offer
details for
campaignspecific
offers
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 supports

Tactic set-up
& generation
Trusted source for
tactic set-up &
tactic code
generation in MAT
Tactic
execution
Trusted source for
tactic execution
activities 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
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
25
Example final campaign map supports campaign execution

R037002W
Google search
R037003W
Twitter Presence
Banner advertising (W)

Reactive
Paid search (W)

Reactive
Social media (W)

Reactive
BR_MTS overview
BR_MTS overview
SB_Follow-up Call (call me)
Third-party
R037001W
Google banner
IWM
IWM
3Q 2014 R037 Social Business / SB Optimize Your Work Experience with Social/ SB1, SB2
In-scope follow-up
Campaign owner:
Maxine Gillett/UK/IBM
BR_MTS overview
R037036T
Tele to attendees
Post-event call to attendees (T)
Response-triggered Proactive
R037001T
Call to web responders
SB_Meeting with Sales
Call request fulfillment (T)

Reactive
Audience List
R037015E
Thank you for attending email
SB_Call Request Fulfillment
Single follow-up email (E)

R037001E
Event Invitation Email
R037003M
One day IBM event
SB_Event Materials
Face-to-face event (M)

Reactive
SB_Event Registration
GRP
GRP
Event invitation (E)

Proactive
R037016E
Sorry youve missed email
SB_Event Breakout Sessions

SB_Event Demonstrations/ Exhibits
SB_Event Materials
Non-responders
Audience List
26
R037004E
Focus nurture touch 2
R037005E
R037017T
Call to nurture responders
Nurture email series (E)



Response follow-up (T)

OD_Interactive flash
CS_Metlife Ltd
24 hours
AR_IDC vendor profile

Touch 1 + 7 days
IWM
WP_Business
resilience & risk
IWM
IWM
Unsolicited email (E)

Proactive
R037003E
IWM
R037002E
Second-chance email
Touch 2 + 7 days
Any Touch
Executing campaigns requires knowledge of campaign design concepts
Tactic
Tactic Name
Name
Designation
Designation
Nurture
Nurture
Stream
Stream
Considerations
Considerations
27
Interaction
Interaction
Method
Method
Values
Values
Registration
Registration
Capture
Capture
Systems
Systems
Available
Available
Tactic
Tactic Type
Type
Designation
Designation
CampaignCampaignSpecific
Specific
Offers
Offers &
&
Generic
Generic Offer
Offer
Types
Types
Interaction
Interaction
Method
Method &
&
Tactic
Tactic Type
Type
Alignment
Alignment
Audience
Audience
Governance
Governance
Implications
Implications
Interaction Method and Tactic Type designation on campaign map

facilitates execution
Interaction method values
Designates how the message will be delivered into the marketplace
Reflected in the tactic code format and dictates the tactic type value
Divided into nine sets: Advertising, Direct Mail, Electronic, Event, Inside Sales, Public Relations, Sales Channel,
Tele, Web-based
Multiple values for Electronic, Event, Tele & Web-based tactics
Tactic type values

Categorizes the tactic based upon the motivation for its delivery to the audience
Proactive: Content delivered according to the campaign design; audience did not ask for the content
Response-triggered Proactive: Content delivered according to the campaign design; delivery prompted by
response to a prior tactic in the campaign
Reactive: Content delivered only when requested by the audience or when a specific action taken by the audience
Interaction method & tactic type alignment

Appropriate tactic type designation automatically computed based on interaction method value selected
Electronic example: Event invitation is proactive; Single follow-up email is response-triggered proactive
Tele 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
Nurture streams can be process-driven or client-driven
Nurture
Nurture
Stream
Stream
Considerations
Considerations
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
- Explored further in Science of Nurture education and custom nurture training
29
Campaign map depicts registration capture systems

IBM Web Membership (IWM)
Registration
Registration
Capture
Capture
Systems
Systems
Available
Available
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 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
30 Registration capture system not shown on tele tactics call outcome captured in MAT
Leads
Offer selection underpins successful tactic execution

CampaignCampaignSpecific
Specific
Offers
Offers &
&
Generic
Generic Offer
Offer
Types
Types
Offer
31
Each offer is categorized by offer type

Campaign-specific offer types
Generic offer types

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)
32
Understanding audience governance is critical to campaign map design
Audience
Audience
Governance
Governance
Implications
Implications
IBMs ability to deliver marketing messages is governed by a

mix of country-specific legal restrictions & corporate policies
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
33
Scope of
Transaction
Corporate policy which

permits delivery of a
single follow-up tactic
to a contact marked for
suppression under
specific circumstances
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
Critical inputs to MAT execution: Campaign design package

Campaign map
Depicts the following
Framework program
Campaign name
Group value
Quarter & year timeframe
Campaign owner Notes ID
Chronological tactic flow
Tactic codes & names
Interaction method values
Tactic type
Offers presented
Registration capture systems
Target audience lists
In-scope follow-up label
Tactics for non-responders
Nurture delivery intervals &
follow-up tele approach
Target audience
definition
Mailing information
details
Creative for email &

direct mail tactics
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
Sent from display name &

subject line may be
predefined by WW team
Other mailing information
details determined locally
Email: reply-to email,
salutation, test email,
seed lists, delivery &
reminders
DM: mail house, PO box
Email: HTML and/or txt

format in .zip file
Direct mail: Print-ready
copy & graphics
Content may be predefined
for WW campaigns
Content must comply with
creative standards & file
standards for MAT upload
Scenario-specific
elements for webbased tactics
Tele resource
organization enablement
for tele tactics
Strategy & agency

statement of requirements
for content syndication
Strategy, keyword list, topranking IBM sites &
external domains for paid
search
Set up offer version code
in registration capture
systems
Tele organization selection

generally a local decision
Forecasted call volume by
tactic code and country
Call guide: call objective,
messaging, offers & lead
validation criteria
Defined success criteria &
metrics
Campaign-specific offer
details
Designate offer version
name & code, buyers
journey stage, offer type,
tactic usage
Custom nurture
Event resource kits for

event tactics
Custom nurture workbook

(where applicable)
Assets for pre-event,

onsite & post-event use
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap

Not an actual campaign, but a realistic example of one
Used to demonstrate iterative campaign mapping
Architected to illustrate specific MAT capabilities
Reflects 2013 programs, campaigns, interaction method values
Reflect standards-compliant coding
Acknowledge prerequisite tasks outside MAT
Mix of proactive, response-triggered proactive & reactive tactics
Mix of tactic interaction methods
Tele, Direct Mail, Electronic, Event, Web-based
Collectively, these five vehicles represent 94% of tactics delivered globally
Campaign map uses BAT-generated tactic codes and interaction method values
Training platform will utilize MAT-generated tactic codes after v9 upgrade
Mechanics to execute are the same for BAT- or MAT-generated tactic codes
3
Lotus Peak Performance Campaign page 1 of 2

Social Business - SB Exceptional Work Experience 2Q13
101UT01D
Peak Mailing
Direct Mail + Dimensional
Package
Proactive
IK_Information_Kit
Campaign owner:
Maxine Gillett/UK/IBM
101UT01E
Peak Performance Update
Electronic + Single followup e-Mail
Response-triggered
proactive
BR_Brochure
SB_Follow-up_Call (call me)
IWM
IWM
IWM
101UT01W
Google banner
Web-based + Internet Banner
Reactive
101UT01T
Tele to banner CALL ME
requests
Tele + Call Requested on
W-Code Response
Reactive
101UT02T
Tele to Peak Mailing CALL
ME requests
Tele + Call Requested on DCode Response
Reactive
SB_Call_Request_Fulfillment
SB_Call _Request_Fulfillment
MAT Campaign + MAT Collaborate
MAT 2.3 101UT Campaign Map
MAT Collaborate
IK_Information_Kit
WP_White_Paper
In-scope follow-up tactic

Lotus Peak Performance Campaign page 2 of 2

Social Business - SB Exceptional Work Experience, 2Q13
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03T
Booster tele
Tele + Pre-event
Registration/Confirmation
Proactive
101UT08T
Confirmation tele
Tele + Pre-event
Response-triggered proactive
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Tele + Follow-up on M-Code
Response
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04T
Booster tele
Tele + Pre-event
Proactive
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05T
Booster tele
Tele + Pre-event
Proactive
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06T
Booster tele
Tele + Pre-event
Proactive
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT07T
Booster tele
Tele + Pre-event
Proactive
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
SB_Event_Registration
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
GRP
Denver
CO
* Attendees
& No-shows
IWM
All
Locations*
SB_Event_Breakout
Sessions
SB_Event
Demonstrations
101UT07E
Post-event nurture touch 1
Electronic + e-Nurture e-Mail
101UT08E
101UT09E
101UT18T
Tele to post-event nurture
Tele + Follow-up on E-Code
Response
OD_Online_Demo
WP_White_Paper
CS_Customer_Case_Study
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap

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
Follow-up tactics must be registered in MAT before

registering proactive or attract tactics using that follow-up
Lotus Peak Performance Campaign (part)

Social Business - SB Exceptional Work Experience
2
101UT01W
Google banner
Reactive
IWM
IK_Information_Kit
INTERNET BANNER & FOLLOW-UP

1. Reactive follow-up tele to Google
banner responders who accept call
me offer
2. Reactive Internet Banner
101UT01T
requests
W-Code Response
Reactive
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

Collaborate shared template
List + Collaborate shared template

3
101UT01D
Peak Mailing
Package
Proactive
DIRECT MAIL & FOLLOW-UP
IWM
BR_Brochure
IWM
101UT02T
ME requests
Reactive
101UT01E
Response-triggered
proactive
IK_Information_Kit
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
WP_White_Paper
SB_Call _Request_Fulfillment


New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
GRP
Denver
CO
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03T
Booster tele
Tele + Pre-event
Proactive
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04T
Booster tele
Tele + Pre-event
Proactive
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05T
Booster tele
Tele + Pre-event
Proactive
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06T
Booster tele
Tele + Pre-event
Proactive
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT07T
Booster tele
Tele + Pre-event
Proactive
DRIVE TO EVENT
1. Proactive email invitations
2. Proactive tele booster calls


EVENTS & SURROUND TACTICS
proactive tele to all nurture
stream responders
2. Not-scope three-touch nurture
stream to all event attendees
proactive confirmation tele to
all event registrants
proactive tele to all event
attendees
5. Reactive event as attract tactic
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
Denver
CO
SB_Event_Breakout_Sessions
SB_Event_Demonstrations SB_Meeting with Sales
IWM
All
locations
101UT09T
Confirmation tele
Tele + Pre-event
Dallas
TX
101UT08T
Confirmation tele
Tele + Pre-event
101UT13T
Post-event tele
Response
Miami
FL
GRP
101UT01M
New York - Event
Event + Seminar
Reactive
New
York
NY
1
101UT07E
Post event nurture touch 1
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap

Also referred to as On-demand Campaign entries or ONDCs
Defined as a series of screens intended to guide the user through the creation of a
list (list template) or tactic registration & activation (On-demand Campaign
template)
Intended to enable consistent tactic execution
Executes common execution scenarios with pre-defined logic
Supports tactics with proactive, follow-up or attract intent
Requires an audience list for proactive tactics
Incorporates geo MDb access logic for proactive templates
Presents templates for global use where no MDb access is required

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

In all Collaborate Shared Templates
Enter unique name using corporate-standard naming convention
Associate other MAT users as team members on People tab
Designate campaign by selecting Country & Campaign ID
Most data fields populated from tactic code generator
Select tactic code

Most data fields populated from tactic code generator
Select offer(s) presented from picklist provided

Mix of campaign-specific offers & generic offer types
Designate follow-up tele and/or nurture stream for responders

Tele and/or nurture stream must be registered/activated in MAT to be selectable
Use MAT history tables

Write tactic code to contact history table
Read response history table to trigger automated follow-up
Dictionary moment: MAT history tables

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, submit a help desk ticket
Dictionary moment: MAT history tables

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, submit a help desk ticket
Collaborate Shared Templates: People tab

All Collaborate Shared Templates include People tab
Lists MAT users associated with a Collaborate entry

Click Edit Member/Role Settings
Click All Users to designate users as team members on a list or On-demand Campaign
Users designated as team members on a list see entry in My Lists view
Users designated as team members on an On-demand Campaign
See entry in My On-demand Campaigns view
Receives test emails
Collaborate Shared Templates: Current inventory

Tactic type /
Interaction
method
Proactive
Direct Mail
<geo> Proactive Mail

from List
Electronic
<geo> Proactive Email

from List
Electronic Nurture
Response-triggered
Proactive
In-scope
Response-triggered
Proactive
Not Scope
<geo> Response
Proactive Email
<geo> Response
Proactive Email
WW eNurture In
Scope
WW eNurture Not
Scope
Web-based
Executed from MAT

Campaign (not
Collaborate template)
WW Attract Tactic
Registration
WW Attract Flex
Routing
Event
Tele
Reactive
<geo> Proactive Tele

from List
WW Response Tele
WW Response Tele
WW Response Tele
WW Attract Tactic
Registration
WW Attract Flex
Routing
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Hands-on exercises
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
Recap
Hands-on exercises
Recap
Lotus Peak Performance Campaign

2
101UT01W
Google banner
Reactive
IWM
IK_Information_Kit

1. Reactive tele to Google banner
responders who request Call me
101UT01T
requests
W-Code Response
Reactive
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.

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
101UT01T
requests
W-Code Response
Reactive
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
Reference: Collaborate Shared Templates

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 deliver 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
Hands-on
Hands-on exercises
Recap

2
101UT01W
Google banner
Reactive
IWM
IK_Information_Kit

1. Reactive tele to Google banner
responders who accept Call me offer
101UT01T
requests
W-Code Response
Reactive
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.

Internet banner attract tactic 101UT01W

Outside Collaborate
Coordinate banner creative
Set up IWM form for response capture
101UT01W
Google banner
Reactive
In Collaborate
WW Attract Tactic Registration shared template
Select tactic code & offers
Specify follow-up tele to Call me responders
Captured in
IWM
IK_Information Kit

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
Hands-on
Hands-on exercises
Recap

IWM

101UT01D
Peak Mailing
Package
Proactive
BR_Brochure
101UT01E
Response-triggered
proactive
101UT02T
ME requests
Reactive
IWM
1. Reactive tele to direct mail

responders who accept Call
me offer
proactive follow-up email to all
direct mail responders
IK_Information_Kit
WP_White_Paper

Reactive tele 101UT02T

Outside Collaborate
Tele + Call Requested on D-Code Response
In Collaborate
WW Response Tele
Designate tactic scope as reactive
101UT02T
ME requests
Reactive
Used WW Response Tele in earlier

exercise. In the interest of time, Ondemand Campaign entry has
already been created for 101UT02T.
Responses trigger transfer to Leads

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

IWM

101UT01D
Peak Mailing
Package
Proactive
BR_Brochure
101UT01E
Response-triggered
proactive
101UT02T
ME requests
Tele + Call requested on DCode Response
Reactive
IWM
1. Reactive tele to direct mail

responders who accept Call
me offer
proactive follow-up email to
all direct mail responders
IK_Information_Kit
WP_White_Paper

Response-triggered proactive email 101UT01E
101UT01E
Response-triggered
proactive
IK_Information_Kit
In Collaborate
Geo Response Proactive Email
Select acquisition preference code or default to All IBM
Upload email creative
Complete Mailing Information tab
Test email creative & log approval including approvers
Set-up target start/end dates and designate daily recurrence
Triggers follow-up email delivery to all direct mail tactic responders
WP_White_Paper
Captured in
IWM
Outside Collaborate
Electronic + Single follow-up e-Mail
Response-triggered proactive tactic type
Coordinate email creative (per creative standards)
Validate/proof creative content
Define mailing information details

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
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 followup emails when responses to prior/source tactic come in

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
Demo

Response Proactive Email: Workflow
Test email approval
Pause ONDC, Set Test Email approval status to Finished, add actual start/end dates & approvers
Set daily recurrence

Description
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 Pending
Set Target Start/End 12 hours out
Daily run Recurrence tab
Set Frequency to Daily

Set Ending End by date
Set Frequency to Daily

Set Ending to Infinite or set End by
date
On-demand Campaign status
Update to In progress
Update to In progress
Hands-on exercises
Recap
Direct mail 101UT01D
In Collaborate
Review list and refresh if more than 24 hours old
Geo Proactive Mail from List
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
101UT01D
Peak Mailing
Package
Proactive
BR_Brochure
Captured in
IWM
Outside Collaborate
Direct Mail + Dimensional Package
Proactive tactic type
Submit target audience data list request to DbM
Coordinate direct mail creative

Proactive Mail from List: Vehicle-specific considerations

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
Can designate follow-up tele 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

Proactive Mail from List: Mailing Information Details
Mail house name
Include contacts with PO box addresses (yes/no)
Use of seed lists is not currently supported, but a requirement to support the
inclusion of seed lists for direct mail tactics has been logged
Hands-on
Hands-on exercises
Recap
Invitations emails 101UT02E-101UT06E

Outside Collaborate
Electronic + Invitation to Event
Generate five (5) tactic codes
Coordinate email creative (creative standards)
Set up event brief in EST
Enable event registration capture in GRP
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
Captured in
GRP
Invitations emails 101UT02E-101UT06E
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
Captured in
GRP
In Collaborate
Review DbM-generated list(s)
Geo Proactive Email from List
Select acquisition preference code or default to All
IBM
Test email creative & log approval including
approvers
Trigger delivery & schedule reminder
Repeat for each of five invitations

Proactive Email from List: Vehicle-specific considerations

Used to upload reusable seed list into MAT eMessage
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
Designate whether/not to send reminder email
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)

Proactive Email from List: Mailing Information Details

Subject line
Reminder email subject line (if applicable)
Internal seed list name
Delivery timing: local date/time
Reminder delivery timing: local date/time (up to 21 days after initial delivery)
Hands-on
Hands-on exercises
Recap
Booster tele 101UT03T-101UT07T

Outside Collaborate
Tele + Pre-event Registration/Confirmation
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT03T
Booster tele
Tele + Pre-event
Proactive
101UT04T
Booster tele
Tele + Pre-event
Proactive
101UT05T
Booster tele
Tele + Pre-event
Proactive
101UT06T
Booster tele
Tele + Pre-event
Proactive
101UT07T
Booster tele
Tele + Pre-event
Proactive
Captured in
GRP
In Collaborate
Refresh list if more than 24 hours old
Geo Proactive Tele from List
Designate tele resource organization
Activate to transfer contact records to Leads
Repeat for each of five booster tele tactics
New
York
NY

Proactive Tele from List: Vehicle-specific considerations

Supports proactive tele execution
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

T-code to contact history)
(writes
DPP designates tele resource organization in Collaborate template

Routing rules in Leads determine allocation of T-codes to individual LDRs
Hands-on
Hands-on exercises
Recap

EVENTS & SURROUND
GRP
proactive tele to nurture stream
responders
2. Not-scope response-triggered
proactive nurture stream to event
attendees & no-shows
proactive tele to event registrants
(follow-up on invitation email or
booster tele that generated
enrollment)
proactive tele to event attendees
5. Reactive events as attract tactics
IWM
All
locations
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
New
York
NY
Miami
FL
Dallas
TX
Denver
CO
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response
Response-triggered proactive tele 101UT18T

Outside Collaborate
Tele + Follow-up on E-Code Response
101UT18T
Response
In Collaborate
WW Response Tele
Designate tactic scope as In Scope

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 deliver 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
T-coded contact records routed to designated tele resource organization
Routing rules in Leads determine allocation to individual LDRs
Activation does not trigger immediate delivery of follow-up tele, MAT delivers contact
records to Leads when responses to prior/source tactic come in
Hands-on
Hands-on exercises
Recap

EVENTS & SURROUND
GRP
responders
proactive nurture stream to
event attendees & no-shows
enrollment)
IWM
All
locations
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
New
York
NY
Miami
FL
Dallas
TX
Denver
CO
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response
Nurture stream test emails 101UT07E, 101UT08E, 101UT09E

Outside Collaborate
Generate three (3) tactic codes
Coordinate email creative (3)
Set up IWM form(s) for response capture
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_paper
Captured
in IWM
In Collaborate
Geo Proactive Email from List
Select acquisition preference code or
default to All IBM
Test email creative & log approval
including approvers
Change status to Cancelled
Repeat for each of three touches

Proactive Email from List: Vehicle-specific considerations

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)
URL links in an email are active for a 60 day period (7 days only for test emails)
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)
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

Proactive Email from List: Mailing Information Details

Subject line
Reminder email subject line (not applicable for nurture emails)
Internal seed list name (not applicable for nurture emails)
Delivery timing: local date/time (not applicable for nurture emails)
Reminder delivery timing: local date/time (up to 21 days after initial delivery)
Not applicable for nurture emails
Hands-on
Hands-on exercises
Recap
Nurture stream set-up 101UT07E, 101UT08E, 101UT09E

In Collaborate
WW eNurture Not Scope
Select acquisition preference code or default to All IBM
Select tactic codes & offers
Specify touch 1, 2, 3 intervals
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
Captured
in IWM
101UT07E

WW eNurture Templates: Vehicle-specific considerations
Does not require a list MAT identifies recipients based on response history
Designed to deliver a series of three sequential email (E-code) tactics
Permits nurture email execution based upon acquisition company client database contact
Nurture email creative uploaded and tested in geo Proactive Email from List
URL links in a nurture email are active for a 60 day period (7 days only for test emails)
Separate templates for in-scope and not-scope delivery
Supports one/more offers presented for each touch in the series
Nurture stream spans 3-15 days depending on delivery intervals selected
Touch 1 sent 1-24 hours after response is logged in MAT
Touch 2 sent 1-7 days after Touch 1 was sent
Touch 3 sent 1-7 days after Touch 2 was sent
Response to Touch 1 does not influence delivery of Touch 2

Response to Touch 2 does not influence delivery of Touch 3
OPPTY creation does not influence delivery of three touches
Post-event nurture streams will be sent to both attendees & no-shows and therefore must
be delivered as not-scope

WW eNurture In Scope: Vehicle-specific considerations
Supports in-scope response-triggered proactive delivery
Touch monitoring & high touch club logic is not applied

Account-level suppression is applied to all three nurture touches
Contact-level suppression is not applied to Touch 1, but is applied to Touch 2 and Touch 3
Touch 1 must stand alone for contacts with contact-level suppression, who will therefore not receive
Touch 2 or 3
Re-use across tactics in the same campaign or campaigns in the same program is not practical since
under scope of transaction policy, Touch 1 text must explicitly reference prior response
WW eNurture Not Scope: Vehicle-specific considerations
Supports not-scope response-triggered proactive delivery

Touch monitoring & high touch club logic is not applied
Account & contact-level suppression is applied to all three touches
Contacts suppressed for email will not be delivered any of the three touches
Can be utilized by multiple tactics in the same campaign

Can be utilized by multiple campaigns supporting the same profile

WW eNurture: Mailing Information Details

Touch 1 subject line
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 and reminders would cross
paths with follow-on touches in the nurture stream
Nurture email creative uploaded and tested in geo Proactive Email from List templates
Geo Proactive Email from List cancelled prior to WW eNurture template set-up
Hands-on
Hands-on exercises
Recap

EVENTS & SURROUND
GRP
responders
enrollment)
IWM
All
locations
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
Miami
FL
Dallas
TX
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
New
York
NY
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response

EVENTS & SURROUND
GRP
responders
proactive tele to event
registrants (follow-up on
invitation email or booster tele
that generated enrollment)
IWM
All
locations
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
New
York
NY
Miami
FL
Dallas
TX
Denver
CO
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response

Confirmation tele
In-scope follow-up to event registrants
Tele + Pre-event Registration / Confirmation
Tele resource: ibm.com (AG)
MAT: WW Response Tele
Used WW Response Tele in earlier exercise. In the
interest of time, On-demand Campaign entries have
been created for all five confirmation tele tactics
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
101UT09T
Confirmation tele
Tele + Pre-event
101UT10T
Confirmation tele
Tele + Pre-event
101UT11T
Confirmation tele
Tele + Pre-event
101UT12T
Confirmation tele
Tele + Pre-event
GRP
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event

EVENTS & SURROUND
GRP
responders
enrollment)
IWM
All
locations
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
New
York
NY
Miami
FL
Dallas
TX
Denver
CO
101UT13T
Post-event tele
Response
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response

Post-event tele
In-scope follow-up tele to event attendees
Tele + Follow-up on M-Code Response
Tele resource: ibm.com (AG)
MAT: WW Response Tele
Used WW Response Tele in earlier exercise. In the
interest of time, On-demand Campaign entries have
been created for all five post-event tele tactics
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT13T
Post-event tele
Response
101UT14T
Post-event tele
Response
101UT15T
Post-event tele
Response
101UT16T
Post-event tele
Response
101UT17T
Post-event tele
Response

EVENTS & SURROUND
responders
GRP
IWM
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Phoenix
Tele + Pre-event
AZ
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
Dallas
TX
enrollment)
All
locations
101UT13T
Post-event tele
Response
Miami
FL
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
New
York
NY
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response

WW Attract Flex Routing: Vehicle-specific considerations
Creation of attract entry ensures capture of incoming responses
Supports follow-up tele to responders using Q&A or pre/post event data
Designate if follow-up tele is to call requests only or all responders
Designate tele resource organization or Sales (routed outside MAT)
Enter up to seven (7) routing rules

Rule 8 routes all remaining responses
Rules 1 and 8 are required
Can designate nurture stream delivery (with or without follow-up tele) to all
responders
For events, nurture stream will be delivered to both event attendees and registrant no-shows
Activate Collaborate entry pending incoming responses
Deliver single email to responders using geo Response Proactive Email
Collaborate Shared Template: WW Attract Flex Routing

Follow-up tele routing for attract tactics using web response capture
Use When Question Starts with, And Answer Starts with
And Response Type is Web Response
Follow-up tele routing for attract tactics using pre/post event data
Leave When Question Starts with, And Answer Starts with blank
Designate pre-event or post-event status in And Response Type is
Collaborate Shared Template: WW Attract Flex Routing

Response Type Values
Pre-Event \ Cancelled (ID 42)

Value indicates contact enrolled for the event,
but has since cancelled that enrollment
Pre-Event \ Confirmed (ID 41)

Value indicates contact is enrolled for the event
Use of the term confirmed does not indicate
whether/not the contact has been targeted for or
received a pre-event confirmation call
Any Response Type
Attended (ID 23)
Default value in the field
Post-event value indicates contact attended the

event
Web Response (ID 25)

Indicates responses data came from web
response capture form (IWM)
Used with any attract tactic using web
response capture form
Registered (ID 22)

Post-event value indicates contact was enrolled
for the event, but did not attend
Reactive events 101UT01M-101UT05M

Outside Collaborate
Event + Seminar
Compete event briefs in Event Solution
Tool (EST)
Coordinate event logistics
Post-event: record attendance & close
event in GRP
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT01M
New York - Event
Event + Seminar
Reactive
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT05M
Denver - Event
Event + Seminar
Reactive
SB_Event
Demonstrations
Captured
in GRP
SB_Event_Breakout
Sessions

In Collaborate
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT01M
New York - Event
Event + Seminar
Reactive
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT05M
Denver - Event
Event + Seminar
Reactive
SB_Event_Breakout
Sessions
SB_Event
Demonstrations
Captured
in GRP

Specify routing rule to trigger pre-event
confirmation tele to event registrants
Specify routing rule to trigger post-event
follow-up tele to event attendees
Designate nurture stream to event attendees
& no-shows
Specify follow-up tele to nurture stream
responders
Repeat for each of five events

Specify tele routing to trigger pre-event confirmation tele to event registrants
Status Pre-Event \ Confirmed

101UT08T for New York event 101UT01M
101UT09T for Miami event 101UT02M
101UT10T for Dallas event 101UT03M
101UT11T for Phoenix event 101UT04M
101UT12T for Denver event 101UT05M
Specify tele routing to trigger post-event tele to event attendees
Status Attended
101UT13T for New York event 101UT01M
101UT14T for Miami event 101UT02M
101UT15T for Dallas event 101UT03M
101UT16T for Phoenix event 101UT04M
101UT17T for Denver event 101UT05M
Not-scope nurture stream to event attendees & no-shows

In-scope response-triggered proactive tele to nurture stream responders
Hands-on
Other uses of Attract Flex Routing

In another campaign
Internet banners web registration form
captures customers industry &
presents call me, case study offers
IWM
Contacts who accept the call me offer targeted

with a 100UE14T reactive tele
Contacts who did not accept the call me offer
targeted with 100UE15T in-scope responsetriggered proactive follow-up tele
Response-triggered proactive calls distributed to
different tele resource organizations based on
the contacts stated industry
Manufacturing, navigation, petroleum, retail
& service providers routed to InfoSphere
Automotive, banking & chemical routed to
ECM
Remaining responses routed to Sales
100UE01W
Yahoo banner
Reactive
100UE14T
Tele to CALL ME requests
W-Code Response
Reactive
100UE15T
Follow-up tele
Tele + Follow-up on WCode Response
Response-triggered
proactive
Download your Information kit. Find your Industry. Find your solution
Manufacturing
Navigation
Petroleum
Retail
Service Provider
Automotive
Banking
Chemical
Do you want to be contacted by an specialist?

Yes
No
Rep call
requested?
yes
100UE14T
ibm.com
no
Industry
routing
Industry
M,N,P,R or S
A,B or C
all others
100UE15T
InfoSphere
100UE15T
ECM
Pass to
Sales
Contacts who accept the call me offer targeted with a 100UE14T reactive tele
Contacts who did not accept the call me offer targeted with 100UE15T in-scope responsetriggered proactive tele routed to InfoSphere or ECM based on industry designated on the
web response form
Hands-on exercises
Recap
Setting default views
Standard views
My On-demand Campaigns
On-demand Campaigns Created by Me
Hands-on
Hands-on exercises
Recap
Recap: Proactive tactic execution set-up & delivery
MAT tactic
execution
MAT set-up
Prerequisite
tasks
Proactive Direct Mail
Proactive Email
Proactive Tele
Define tactic, generate tactic code in MAT

Create target audience list using data from MDb and/or MAT history tables
Coordinate direct mail creative
Set up response capture form
Identify mail house & delivery
method
Coordinate email creative in line

with creative standards
Set up response capture form
Define mailing information
details
Identify tele resource

organization
using enablement package
materials
Select customized template; designate market country, campaign ID, tactic code & select offer(s)* presented
Associate target audience list
Select mail house
Designate follow-up to
responders
Upload email creative & input

mailing information details
Designate follow-up to
responders
Identify tele resource

organization
Limited to a single offer*
Activate MAT entry to trigger tactic execution

Tactic code recorded in contact history for all contacts on target audience list
Mail list export file produced &
stored on IBM secure server
Notification emails sent to MAT
user & designated mail house
Mail house retrieves mail list
export file & sends direct mail
Send test emails, secure and

record approval
Emails sent to target audience
list & designated seed list
Optional: Reminder emails
(conditions apply)
Audience list routed to tele

resource organization in Leads
Routing rules in Leads drive call
allocation to LDRs
Calls executed from Leads
Audience
governance
Follow-up
tactic
delivery
MAT
set-up
Pre
requisite
tasks
Description
Recap: Automated follow-up: Tele-based tactics set-up & delivery
Reactive tele
Response-triggered proactive tele
Call delivered based on prior response to a tactic in

the same campaign in which client specifically
requested IBM contact
Client did not request IBM contact

Campaign design is driving call delivery based on
Define tactic, generate tactic code in MAT tactic code generator

Brief tele resource organization using enablement package materials
Designate market country, campaign ID, tactic code

Identify tactic scope as reactive
Designate offer as Call Request Fulfillment
Identify tactic scope: In-scope or Not-scope

Designate offer to be presented (limited to one offer)
Follow-up must be designated before registrations are loaded into MAT

When registrations received, MAT records follow-up tactic code in contact history
When registrations received, MAT routes contact records to tele resource organization in Leads module
Routing rules in Leads drive call allocation to individual LDRs
LDR can see tactic code which generated response & justified follow-up for each record in Leads work queue
None
In-scope: MAT logic will exclude contacts with

account-level suppression
Not-scope: MAT logic will exclude contacts based on
suppression, touch monitoring and/or contact
interest
Audience
governance
Follow-up
tactic
delivery
MAT
set-up
Pre
requisite Description
tasks
Recap: Automated follow-up: Email-based tactics set-up & delivery
Three-touch nurture stream
Single follow-up email
Campaign design is driving nurture stream delivery

based on response to a prior tactic in the campaign
Defined as a series of three emails touches
Campaign design is driving email delivery based on

Define tactic, generate tactic code in MAT (nurture requires 3 tactic codes, one per nurture email)
Coordinate email creative in line with creative standards (nurture requires 3 sets of email creative)
Set up response capture forms
Designate market country, campaign ID; upload creative, send test emails & secure/record approvals
Select scope-specific template, designate tactic
code, offer(s) & delivery interval for each touch
Can designate tele follow-up to responders
Identify tactic scope: In-scope or Not-scope

Designate source tactic code & email tactic code
Designate offer(s) presented
Follow-up must be designated before registrations are loaded into MAT

When registrations received, MAT records tactic codes in contact history
When registrations received, emails sent at
designated intervals
When registrations received, follow-up email sent

Specific MAT set-up required for registrations that
will come in over time versus batch response capture
In-scope: MAT logic overrides contact-level email

suppression for Touch 1, does not send touch 2 or 3.
Excludes all contacts in email suppressed accounts
Not-scope: MAT will exclude contacts based on
suppression, touch monitoring and/or contact interest
In-scope: MAT logic overrides contact-level email

suppression to send email, but will exclude contacts
with account-level suppression
Not-scope: MAT logic will exclude contacts based on
suppression, touch monitoring and/or contact
interest
Recap: Automated follow-up in MAT

Options for follow-up to responders
Tele
Three touch nurture stream
Deliver as reactive, in-scope or

not-scope follow-up
Can use same tele as follow-up
on more than one tactic, but each
use must have the same scope:
reactive, in-scope or not-scope
Routing rules allow user to
designate different tele tactic
codes or different tele resource
organizations based on data from
registration capture systems
Deliver as in-scope or not-scope

Can use same nurture stream as
follow-up on more than one tactic
When nurture stream is notscope, email suppressed contacts
will be excluded
When nurture stream is in-scope,
MAT will deliver Touch 1 to email
suppressed contacts, but will not
deliver Touch 2 or 3
Deliver as in-scope or not-scope

In-scope & not-scope delivery
defined in separate entries
User keys in source tactic code
which triggers email delivery
Can use same creative to followup on more than one source tactic
using unique tactic code for each
Deliver reactive single email using
Campaign flowchart
Special considerations for follow-up to event tactics
Tele
Three touch nurture stream
Deliver as reactive or in-scope

follow-up to attendees
Deliver as not-scope follow-up to
no-shows since no-shows are not
responses to the event
Same nurture stream delivered to

both attendees & no-shows, so
the nurture stream must be
categorized as not-scope
Deliver in-scope follow-up to

attendees
Deliver not-scope follow-up to noshows
Course content
MAT tools suite
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Naming conventions in MAT

Lists
On-demand Campaigns
Limit 50 characters
Scope, master program
shortname, tactic ID and
tactic name separated by
underscores
No spaces between words
MAT Collaborate
Form
On-demand
Campaign
using list
List
Template
On-demand
Campaign
using response
history
On-demand
Campaign
attract tactic
US_SB_101UT01E_IntroEmail
UK_BA_101AR01E_ReachEmail
CN_BAO_CN1BA01D_Invite
FR_IL_R001001E_CreateInterest
List
Offer
Master program short names: Marketing Automation Wiki > Campaign execution > Naming conventions

Nurture Streams
Unica Collaborate
Limit 50 characters
Scope, master program and
meaningful nurture stream
name separated by
underscores
No spaces between words
Form
On-demand
Campaign
using list
List
Template
On-demand
Campaign
using response
history
On-demand
Campaign
CN_SB_PostEventNurture
US_BA_PrimeContactsNurture
attract tactic
List
Offer
Master program short names: Marketing Automation Wiki > Campaign execution > Naming conventions
Naming conventions in MAT: Tactic scope

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 three teams for
whom MAT has been programmed to support execution across multiple countries
from a single MAT entry
Where US & Canada are executing the tactic with a single On-demand Campaign entry
in MAT, scope is NA
Where Australia & New Zealand are executing the tactic with a single On-demand
Campaign entry in MAT, scope is ANZ
Where Belgium & Luxembourg are executing the tactic with a single On-demand
Campaign entry in MAT, scope is BNL
Where UK & Ireland are executing the tactic with a single On-demand Campaign entry in
MAT, scope is GB
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

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_PeakMailing
List Templates
Scope_Programshortname_CampaignID_TemplateDesc
US_SB_101UT_101UT01E
US_SB_101UT_Invitations
Lists
Scope_Programshortname_TacticID_TacticName
In training, users
US_SB_101UT03T_BoosterCallNYC
preface their entries
On-demand Campaigns
with their initials.
Scope_Programshortname_TacticID_TacticName
US_SB_101UT03T_BoosterCallNYC
Do not use initials in
your entry names in
Nurture Streams
MAT Production.
Scope_Programshortname_StreamName
US_SB_PostEventNurture
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Special considerations: Common Collaborate errors

All Collaborate Shared Templates
IBM Campaign ID not in Select button pop-up window
Error in user-entered text. Check the code entered for accuracy
IBM Campaign ID hasnt been fed from tactic code generator to Collaborate yet
Allow time for codes to appear as selectable in MAT
Tactic code not in Select button pop-up window

Error in user-entered text. Check the code entered for accuracy
Value appears in the IBM Campaign ID field, but the value has not been accepted, the
campaign-level data inherited from tactic code generator does not appear and the Tactic
Code pull-down is not populated with values for the IBM Campaign ID. To resolve, click
on the Select button for IBM Campaign ID and accept your campaign ID selection.
Tactic code already registered for same country in another Collaborate entry
Use Look for/Find to search Collaborate for existing entries for the country & tactic
code
Tactic code hasnt been fed from tactic code generator to MAT yet
Allow time for tactic codes to appear as selectable in Collaborate

Proactive Email from List
Proactive Mail from List
Proactive Tele from List
If you refresh a target audience list and it shows the counts as blank like this
it means that your MAT ID does not have private data access to the data tables
used to create the target audience list
Open a help desk ticket to request detailed instructions on how to submit a
OneTEAM request to replace access and ensure you have private data access
for the geography you support

Proactive Email from List and Response Proactive Email templates
Pull-down is blank in Mailing Document field on Mailing Information tab
Market Country, IBM Campaign ID and Tactic Code must be selected before any value will appear as
selectable in the Mailing Document fields pull-down
Market Country, IBM Campaign ID and Tactic Code values selected on the Mailing Information tab
must match the values selected for the same fields populated earlier in the entry
Even if Market Country, IBM Campaign ID and Tactic Code are populated, value will not appear in the
Mailing Document field if email creative has not been uploaded from the Upload link
Flowchart cannot run error message

Creative has not been uploaded
Check Status link at bottom of Summary tab to confirm SUCCESS for both actions.
If table shows SUCCESS and PENDING, the upload task hasnt finished yet
Mailing Information tab not completed
Check Mailing Information tab to ensure its been populated with country, campaign ID, tactic
code, mailing document, test email recipients & follow-up to responders
User must select/accept campaign ID & tactic code for Mailing Document value to populate
Special considerations: MAT set-up queries for automated follow-up

What happens if .?
Attract tactic entry is created in MAT after incoming responses are received
MAT will route incoming responses to an exception box and hold them
Once a MAT entry is registered/activated
Responses are recorded in response history table
Automated follow-up as specified in the MAT entry is dispatched
Specified follow-up will go out up to responses up to 25 days old
Responses older than 25 days will be captured/stored, but follow-up will not be actioned
Attract tactic entry did not specify follow-up initially, but added it later
To add follow-up on an existing attract tactic entry:
Click edit in the existing entry, which puts it in Pause/On hold status
Edit the entry to specify follow-up tele and/or nurture stream to responders
Click Save and Resume to put the entry back in In Progress status
Click the green button again to ensure the follow-up specifications are written to MATs
background tables
MAT will deliver automated follow-up to all responses captured after the edit to add follow-up
MAT will not deliver automated follow-up to responses captured before the edit to add follow-up since
none was specified when the response was processed in MAT
User can open data remediation ticket with help desk to manually deliver follow-up to prior
responses
Special considerations: Single follow-up emails

Template delivers follow-up email to responders to prior (source) tactic
Source tactic code identifies prior tactic which should trigger follow-up
Tactic code designates follow-up email to be sent to the client
Workflow settings prevent test emails being sent out each time a new response to
the source tactic code is processed
Workflow settings control how often template runs
Ongoing or for a defined period of time
Three distinct actions required by all Collaborate users to avoid negative business
or system impact
Item
Action
Impact of no action
Document test email approval including approvers
Potential audit exposure
Set up daily recurrence in Workflow based upon response

expectations: ongoing v batch response capture
System performance
Edit Workflow to avoid sending repeat test emails
System performance; confusion
Single follow-up email: 1. Document test email approval/approvers

Names of test email approvers should be captured in workflow
Required by the process for all emails executed via MAT
Failure to record test email approval/approvers is a potential audit exposure
Applies to Proactive Email from List and Response Proactive Email
Click Test Email Approval link on Workflow tab
Single follow-up email: 1. Document test email approval/approvers

In the Status field, select Finished
In the Actual Start Date field, select the date the test emails were sent
In the Actual End Date field, select the date the test emails were approved
In the Comments field, note the names of the test email approvers
Click Save and Finish to return to Workflow
Single follow-up email: 2. Set up daily recurrence

Determine response processing expectations for source tactic
Ongoing response capture with end date for daily processing
Example: Follow-up email to on-demand webinar responses
Ongoing response capture with no end date for daily processing
Example: Follow-up email to responses to web-based tactics
Batch response capture all responses will come in to MAT at once
Example: Post-event follow-up email
Set up daily recurrence for all scenarios above

Note, daily recurrence has a performance impact on the system
When practical, set a processing end date to avoid running template for source
tactic which is no longer generating responses

Ongoing response capture with end date for daily processing
Batch response capture
After initial activation, pause the
template, mark send test email task to
Skipped and populate all necessary
fields to save updates to the task
Set Daily Run task to Pending
Set Target Start & Target End to twelve
(12) hours beyond current time to ensure
template will run again twelve hours after
its initial activation
Edit Recurrence tab to set End by date when template should stop running
This should be one week after incoming responses will stop coming into MAT
Click Save and Continue to return to workflow

Click Status and select Continue On-demand Campaign
Template will run daily until the designated end-by date is reached

Ongoing response capture with no end date for daily processing
After initial activation, pause the template, mark send test email task to Skipped and
populate all necessary fields to save updates to the task
Set Daily Run task to Pending
Set Target Start & Target End to twelve (12) hours beyond current time to ensure
template will run again twelve hours after its initial activation
Review Recurrence tab to confirm Frequency is Daily and Ending is Infinite
Click Save and Continue to return to workflow
Click Status and select Continue On-demand Campaign
Template will run daily
Single follow-up email: 3. Edit workflow to stop repeat test emails

MAT will re-send test emails every time a response for the source tactic code is
processed unless workflow is set up to avoid doing so
After test emails have been sent, approval has been recorded in the workflow and
the tactic has been activated via green arrow on the Summary tab
Navigate to Workflow tab
Click Status to Pause On-demand Campaign
Click Continue in Comments window
Click Run to send email to all Test Recipients link
Change Status from Finished to Skipped
Click Save and Finish to return to Workflow tab
Click Status to Continue On-demand Campaign
This action will ensure test emails are not re-sent to test email recipients each time
one/more responses to the source tactic code are processed in MAT
Unnecessary test emails clog the email send queue in MAT & clutter in-boxes
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Direct mail tactic execution
Web organic tactics
Scope of transaction policy
Registration capture systems considerations
Unintended responses
Event-specific automated follow-up considerations
Campaign module additional training
Direct mail tactic execution

If situation does not permit sending the mail list export file directly to the IBM
secure server for retrieval by a Procurement-approved vendor
Select geo Default Mail Vendor in Mail Vendor field on Proactive Mail from List
MAT sends the mail list export file to a GSA (Global Storage Architecture) server instead
of the IBM secure server
MAT sends email notification to the MAT user and Database Marketer designated in the
MAT entry
When Default Mail Vendor is selected, mail vendor is not automatically notified via
email and cannot retrieve the file themselves; file has to be delivered to the vendor
Users should submit a request to Marketing Systems Support/Austin/Contr/IBM for guidance on
how to have the file delivered to the mail vendor
For more detail, check the marketing automation wiki under Campaign Execution /
On-demand Campaign Templates / Proactive Mail from List
Web organic tactics

Web organic tactics must be set up in MAT as attract tactics to ensure capture of
incoming responses & automated follow-up to responders
MAT requires one/more offers on each tactic, including organic web tactics
Mix of offers on web organic tactics changes frequently
Specify one offer on attract entry in MAT
Ensure registration capture system reflects current list of offers presented
Registration capture system will send data for all offers accepted to MAT
Specialized programming in MAT ensures all offers accepted are stored in
response history table even though only one offer is designated for the tactic
Use CDPM reports to assess offer effectiveness
Offers on campaign-specific tactics
Specify all offers presented on all non-organic tactics
Where campaign-specific offers (assets) are not appropriate, use generic offer
type values in accordance with the guidance in this training
Scope of transaction policy

MAT does not police policy limit of one in-scope follow-up per response
Policy adherence is the responsibility of the Demand Programs Professional
Campaign design can mix one allowed in-scope follow-up tactic with a not-scope
follow-up tactic to the same responders
In-scope tele (WW Response Tele)
Not-scope nurture stream (WW eNurture Stream Not Scope)
In-scope tele (WW Response Tele)
Not-scope single follow-up email (Response Proactive Email)
In-scope single follow-up email (Response Proactive Email)
Not-scope tele (WW Response Tele)
In-scope nurture stream (WW eNurture Stream In Scope)
Not-scope tele (WW Response Tele)
Registration capture systems considerations

RESPONSE
CAPTURE
Multiple response capture tools

feed data to MAT
MAT
SalesConnect /
CRM Siebel
eMessage
Manage
Manage creative
creative
Campaign
Set
Set up
up lists
lists and
and
support
support end-to-end
end-to-end
tactic
tactic execution
execution
IWM
GRP
Create
Create touch
touch
record
record
AST
Other:
MAT file
import
Collaborate
Deliver
Deliver common
common
tactic
tactic execution
execution
scenarios
scenarios
Leads
Execute
Execute proactive
proactive
telemarketing
telemarketing and
and
follow-up
follow-up tele
tele
Update/create
Update/create
response
response record
record
MDb
CDPM
Update/create
Update/create
contact
contact record
record
Create
Create OPPTY
OPPTY
IWM: Hourly
GRP/AST: Daily on weeknights
MAT File Import Tool: 3x day
Data goes through basic

matching logic & stored in MAT
Response data sent from MAT
to sales tools via MII
(All times US Eastern)
Europe data at 5:30 AM
AP/Japan data at 9:30 AM
Americas data at 10:30 AM
MII process or Data Entry and

Enhancement Team addresses
unmatched records
Response data passed from
sales tools to geo MDb at
midnight local server time
T-coded contact records sent to
Leads hourly
Registration capture systems set-up
IWM
Default is a W-code to support web organic access

Special attention required to ensure IWM form credits drive-to tactic
Utilizes MAT offer version code to credit tactic with correct offer accepted
Set up with Functional use field value of Marketing
Must capture data necessary to deliver follow-up tactics
Responses loaded into MAT hourly; follow-up generally 3-5 hours later
GRP / AST
Event tactic code inserted in event registration GRP link in invitation emails
LDRs are trained to enroll attendees in events via GRP
Third-party event registrations uploaded via GRP Event IMPORT Canister
Face/face, virtual & third-party event data feeds EST & MAT
Event data loaded into MAT in batch job on weeknights
ThirdParty File
Import Tool
Standard template: Format & upload registration data managed outside IBM
Brief vendors on minimum data required, including notice & choice data
Requires valid BAT or MAT-generated tactic code & MAT offer version code
Captures contact data, profiling data and notice & choice preferences
Responses loaded daily: 3.30AM, 11.30AM, 7.30PM US Eastern
Data validation ensures registration data can be passed to other systems
144
Unintended responses
Campaign owner determines intended audience & dictates follow-up path for responses
Unintended responses defined as respondents from countries outside the campaign scope
Example: Australian IT Manager attends event whilst on business in London, UK
MAT enables capture of unintended responses and can automatically deliver follow-up
Response capture & follow-up tactics designated by countries through replacement tactic codes
Define
approach
Set-up
systems
Capture
responses
Follow-up
responses
Report
results
Benefits: Improve program performance Enhance client experience

Replacement tactic codes defined at Program or WW Campaign level
Event responses routed to replacement M-code; other responses routed to replacement W-code
Follow-up tele typically set up using tele resources aligned to the country where the responder resides
View replacement tactic codes already setup per country via CDPM reports
Report names: MAT Response Exception Report > Program Routing, Program Profile Routing
CDPM folder: IBM Marketing Operational Reporting > Reports for SMEs > Response Processing
View number of responses processed with replacement tactic codes via CDPM report
Report name: MAT Comprehensive Response Report (Reports for SMEs > Response Processing)
Report name: Campaign Effectiveness Summary Report (Reports for DPPs CDPM folder)
145
Unintended responses: Example

UK Social Business campaign
Target audience: UK & Ireland IT Managers, cross industry
Tactic code: Deployed for UK & Ireland only
Responses generated for UK, Ireland, Australia, Netherlands, Japan
IWM
101UT
Various drive-to tactics
Australia, Netherlands, Japan

replacement tactic codes
Web seminar - podcast
UK/Ireland
response?
No
Yes
101UT013E
On-demand webinar email
101UT27W (ANZ), 13W (NL),

WW digital activity generating
unintended responses
Reactive
101UT19T (ANZ), 13T (NL),

Unintended responses tele
Response follow-up (W)
UK Social Business team

presents on-demand
webinar campaign-specific
offer on a variety of driveto tactics as part of a larger
campaign
Campaign design
designates follow-up email
to responses from UK &/or
Ireland
Responses outside of
campaign scope routed to
country program teams via
replacement tactic codes
designated for that purpose
CDPM reports on campaign
performance
For intended audience
For unintended responses
Customer Case Study
Meeting with Sales

Event-specific automated follow-up considerations

Event attendance is a response & therefore eligible for in-scope follow-up
Event no-shows are not responses, but are candidates for not-scope follow-up
Cannot deliver the same in-scope follow-up to both attendees & no-shows
Valid follow-up options to event attendees
In-scope tele with not-scope thanks for attending single follow-up email
In-scope tele with not-scope three-touch nurture stream
In-scope single email with not-scope tele
Valid follow-up options to event no-shows
All follow-up to event no-shows must be delivered as not-scope
MAT supports not-scope tele, nurture stream and/or single follow-up email
Consider delivering not-scope email to no-shows followed by in-scope nurture stream or inscope tele to those who respond to the email
MAT delivers the same three-touch nurture to both attendees and no-shows, so three-touch
nurture used as event follow-up must be delivered as not-scope
Campaign module additional training

Intermediate training
Introduce new functions/processes
Increase flowchart efficiency
Support tactic execution scenarios not
currently available in Collaborate
Enable end to end execution in Campaign
Segmentation, sampling, some flex routing
not addressed in MAT Collaborate
Advanced training
Techniques for more efficient flowcharts
Scheduling, triggers and timestamps
Deeper dive into process boxes
Troubleshoot common flowchart errors
Establish mandatory QA review
Key MAT table structure and fields
Reinforce naming conventions
Custom nurture training

Select users technical nurture training for Nurture Specialists
Implementing the lessons from Science of Nurture education
Leverage scoring methodology to enable nurture strategy aligned to client buyer journey
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Path to marketing transformation: Capabilities required by CMO & CIO

Marketing profession being
guided by three imperatives
Source: IBM Path to Marketing Transformation 2012 pdf
Offer management puts clients at the heart of marketing

Understanding each
customer as individual
Creating a system of
engagement, value
Designing culture &

brand authentically one
Offer management supports multiple personalization initiatives by using improved

categorization with additional parameters, consistent definitions and offer uniqueness across
programs and campaigns
Advanced scoring
Custom nurture
Scores are
accumulated by IBM
Capability or Industry
Imperative to determine
each clients nurture
path
Nurture streams are

planned and messages
sequenced based on
IBM Capability /
Industry Imperative and
buyer journey stage
defined for accepted
offer
Dynamic
personalized offers
Mix of offers presented
on the web are
customized based on
client behavior on the
web page
Granular permission
Client (opt-in/out)
preferences captured
by IBM Capability and
Industry Imperatives
rather than solely at the
IBM company level
Offers are used across multiple marketing applications

Marketing Operations (UMO) and MAT Offer Library Report (CDPM) searched
to determine if offer already exists
One/more offer versions entered and published offer in Marketing Operations (UMO)
Offers fed to program hubs from Marketing Operations (UMO)
and to MAT offer library in Campaign
IWM registration
forms validate offer
against MAT Offer
Library and
presents granular
permissions
Once in MAT offer

library, offer is
available for tactic
execution
via Campaign
flowchart or
Collaborate
shared template
Leads provides
LDR with name of
offer version
accepted and
link to program hub
page which
describes the offer
Designated fields
in Marketing
Operations enable
offers use
in dynamic
personalized offer
logic driven by
Interact
Marketing Automation reporting (CDPM) aligns tactic execution results with offers
152
Structure of offers in Marketing Operations

Captures data elements that are common to all versions of the offer
- Single offer type and single buyer journey stage
- Up to five program(s), each with one or more campaign(s), IBM capabilities or
industry imperatives
Each marketing offer acts as a parent for multiple offer versions
Marketing Offer
mo1100
Offer Version(s)
ov2031
ov2311
ov2312
ov2313
ov10013
Captures data elements that differentiate versions of an offer, such as language,

platform and/or revision or release number
Always created as a child of a marketing offer
Used in MAT and registration capture system set-up (example: IWM form) in order to
enable granular permissions
153
Offer classification: IBM Capability or Industry Imperative

Offers now categorized by IBM Capability or Industry Imperative
All programs support one or more IBM Capability, except Industry Leadership program,
which supports one or more Industry Imperative
Each offer can be aligned to a maximum of five (5) unique campaigns
IBM Capability:
A business or IT function, stated in
common market terms, that IBM enables
clients to perform, either individually or
as part of a larger solution
Examples: Application Infrastructure,
Business Analytics
or
Industry Imperative:
Represents the most pressing issues,
concerns, business opportunities leaders
face in an industry
Examples: Enhance services to increase
revenue and manage capacity, Create a
customer-focused enterprise
Values & definitions are posted on Business Data Standards website:

http://w3.ibm.com/standards/xml/approved/ibmww/mo/bds/Suppression_Permission/SuppressionPermissionPreference_0100.html
Benefits
Supports an automated approach to delivering relevant and personalized interactions
Allows us to deliver unique offers throughout clients buying journey
154
Offer classification: Buyer journey stages

Each offer must be aligned to one buyer journey stage of four: Learn, Solve,
Compare, Purchase
Buyer journey is a deliberate and cognitive process that a client moves through on
their way to solving their business needs
Clients move toward Purchase as they gather information and knowledge
Collecting thought
leadership and high
level information
Looking for a
solution that
addresses a specific
pain point
Starting to compare
features and
functionality
Serious about
moving forward and
talking to an expert
Buyer Journey stages established by Science of Nurture education:

http://w3.tap.ibm.com/medialibrary/media_view?id=161075&back=search&backTo
=%2Fmedialibrary%2Fsearch%3FdisplayMediaSet%3D0%26qt%3Dscience%2Bof%2Bnurture%26narrow_filter%3Dall
If an offer supports multiple buyer journey stages, select the earliest

For example, if a Case Study on SNS Banks Multichannel Strategy fits both Compare and Purchase
stages, select Compare, which is the earlier of the two in the buyer journey
155
Single marketing offer entity supports multiple offer versions

Marketing Offer
mo1100
Offer type X
Buyer journey L
Program A
Program A
Program B
Program C
Campaign 1
Campaign 1
Campaign 3
Campaign 4
Campaign 2
Campaign 2
IBM Capability a
IBM Capability b
ov2031
ov2311
Campaign 5
Industry Imperative c
Offer Version(s)
ov2312
ov2313
IBM Capability d
ov10013
Real example of unique offer entity aligned to multiple programs,

campaigns and capabilities with multiple versions
Marketing Offer: mo15751
Analytics: A blueprint for value
Offer type: White paper
Buyer journey: Learn
Program: C-Suite
Program: Smarter Computing
Campaign: CS Smarter Leadership
Campaign: STG Enterprise Systems
Business Capability: Business analytics
Business Capability: Cloud and IT Optimization
Offer Versions: ov18798, ov21903
157
Language: US English
Language: Spanish
Analytics: A blueprint for value - en_US
Analytics: A blueprint for value - es_ES

MAT Offer Library Report
Reports on program & campaign-aligned offer versions published in MAT

Each offer version name is assigned a unique offer version (ov) code
Language used in the assets text specified at the end of the offer version name
Mapped offer identifier view: Previous external offer code (9-digits starting 5000) and its
replacement offer version code (6+ digits, starting ov) for each offer
Language
Offer version code
Complete guide on pulling MAT Offer Library CDPM report posted in Reporting wiki:
https://w3-connections.ibm.com/wikis/home?lang=en-gb#!/wiki/Wf8567b99858d_461f_9272_6dc0a863a837/page/Offer%20
Management
158
Execution considerations for offer versions

Offer versions are published in Marketing Operations
Fed to MAT Offer Library three times daily (8am, 4pm, 12 midnight US Eastern)
Immediately available for tactic set-up in either Campaign or Collaborate
Offer version code visible to support registration capture system set-up
Real-time display of assets in MAT Offer Library CDPM report
Fed to program hubs on a regular basis

Offers aligned to multiple programs are fed to multiple program hubs
Offer versions are standard part of execution assets section of program guidance
Offer accepted visible to LDR in Leads module to support tele tactic execution
Name of offer version accepted
Link to program hub page which describes the offer
Offer performance reports available in CDPM
Offer performance report reveals number of responses for an offer across one or
many tactic codes
Offer/tactic performance report part of Campaign Effectiveness Summary report
1
Successful implementation of these initiatives is dependent on the

identification of the offer accepted
Campaign-specific & generic offers must be set up in Marketing Operations module
Use MAT Offer Library report to find out offer version code
Local teams should work with WW program teams to have offers added
Offer accepted must be recorded in both the registration capture system & MAT
Registration capture system must identify:
Tactic code to which the contact is responding when the offer is accepted
Offer version code for the offer the contact is accepting
Marketing Automation Tool (MAT) must be set up with:

Tactic code for the country of the contact (responder)
Offer published in the MAT Marketing Operations
Offers impact multiple aspects of marketing campaigns

Only select those offer(s) that are being presented on each tactic
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
An introduction to scoring
Scoring definition
Method of assigning points to individuals based upon pre-defined criteria
The higher the score, the more likely the individual is to be involved in a buying process and ready to
engage with IBM
Scoring scope
Score specific online and offline marketing touch points with a client
Interactions (example: email open, email click, web response)
Responses (example: white paper download, event attendance)
Scoring methodology
Capture interactions and responses including frequency and recency of engagement with IBM
Weight point values of interactions and responses relative to each other based upon offer type, buyer
journey stage, sponsoring organization. The weighting may differ by geography in the future
Assess campaign-specific score threshold above which clients are sent to an LDR as ready for lead
validation and below which clients are nurtured with additional marketing tactics
Analyze and fine-tune the scoring methodology over time
162
An introduction to custom nurture

Nurtures role must adapt as clients gain more control of their Buyer Journey
From:
Nurture consists of
three email touches
used to help
continue the
conversation
between response
capture and LDR
engagement
To:
Nurture streams are planned and sequenced to provide
multiple potential paths for the client
Nurture continues interactions with clients based upon
their interests and needs and across various
communication methods
Nurture helps clients move along their Buyer Journey to
next-step actions nurture is triggered and stopped
based on the clients behavior
Benefits
A client is only passed to an LDR for lead validation based upon the maturity level
of his/her expressed interests resulting in improved LDR productivity, improved
lead conversion and ultimately increased marketing contribution to win revenue
Enhances our ability to use predictive offer performance analysis
163
Custom nurture leverages scoring methodology

1. Scores assigned based on client interactions and offers accepted
2. Scores for client engagement determined by pre-determined attributes
Interaction
type
Offer type
Sponsoring
brand
Buyer
journey
Score
Response: 10
Brochure: 10
SWG
Learn
Total: 20
3. New score is added to any existing scores for that individual in that particular IBM
Capability / Industry Imperative
Scores older than 18 months old are automatically removed from the total
4. Clients aggregated score is assessed against the campaign score threshold
5. Clients total score determines next marketing touch when combined with custom nurture
6. Only responses scored with a valid MAT offer version code will be scored
With custom nurture

Score > threshold
Client sent to LDR for
lead validation
Score < threshold

Client enters different
nurture paths based upon
buyer journey stage
Without custom nurture

Scoring of an individual client
does NOT influence the delivery
of follow-up tactic
Scoring methodology scenarios

A
IBM Capability: Data Warehousing

Date
Interaction type
and offer type
Score
Cumulative
Score
Sept-10
Email open
Sept-10
Email clickthrough
10
15
Sept-10
Registered
20
35
Nov-30
Attended (event)
40
75
IBM Capability: Staff Augmentation
Client engages with IBM in three different

campaigns and will accumulate separate
scores based on activity
Scenario A & C: Client scores accumulate
over time, passed to nurture path(s) until
threshold for campaign has been reached
Scenario B: Client scores initial points for
Staff Augmentation capability on Sept 12.
Exceeds threshold set for this campaign so
bypasses nurture path(s) and is sent to LDR
for lead validation
Date
Interaction type
and offer type
Score
Cumulative
Score
Industry Imperative: Create a customer-focused

banking enterprise
Sept-12
Web response
20
20
Date
Interaction type
and offer type
Score
Cumulative
Score
Sept-12
Offer: online
demo
50
70
Sept-11
Web response
20
20
Sept-12
Call (requested)
140
210
Sept-11
Offer: white
paper
40
60
Scoring dependencies
Response has to be recorded in MAT (response history table) with a valid tactic
code and valid offer version code in order for it to become eligible for scoring
Scores for responses against unmatched records are calculated when reconciled
with a contact record in the MDb
Only responses with valid MAT offer version codes will be scored
Published in Marketing Operations module
Classified with offer type, buyer journey, IBM Capability / Industry Imperative
Sponsoring brand is determined by the program associated to the incoming tactic
Custom nurture streams need to be built and made live in order to maximize the
customer experience
Scores assigned at worldwide and are dependent upon predictive analytics team
Critical mass of data required in order to fine-tune scoring model
Campaign thresholds are set by WW program teams

A minimum threshold level applies
Scoring benefits
Enhance LDR productivity
Improve return on LDR investment
Increase return on marketing $ investment
Improve sales and marketing integration and collaboration

Develop a more powerful, accountable and scientific
marketing function, based upon real-time insight of client
behavior
Better understand the client pain points based upon
frequency and recency of engagement with IBM
Deliver higher quality contacts to an LDR for lead validation
Improve campaign effectiveness
Enhance the customer experience
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Leads basics: An introduction

Use of MAT Leads is mandatory for IBM and external tele agencies
References to Lead Development Rep (LDR) include external tele agencies
Leads module in MAT provides capabilities to

Deliver outbound telemarketing activity
Manage follow-up tele to responses from other tactics
Goal of the call is defined as part of the enablement package

Examples: contact profiling, event enrollment, lead/opportunity validation
Despite the name, Leads module is not a lead/opportunity management tool

Once validated, leads/opportunities are managed in SalesConnect
Marketing Transformation for LDRs

LDRs can make calls while information is still relevant to the contact
LDRs can make calls with greater confidence & more complete information
Deeper integration between LDRs and Demand Programs
Enhanced rapport between LDRs and Sales
MAT tele tactic set-up and information flow

Tele tactics defined in either MAT Collaborate entry or Campaign flowchart
Tele resource organization designated as part of tactic execution set-up
IBM Inside Sales (formerly ibm.com) or external tele agency
Contact records cleansed & matched against Marketing Database (MDb)

IBMers & bad names (Mickey Mouse) are removed in cleansing process
Matched records passed to Leads with MDb account/contact data
Unmatched records passed to Leads with response data, then feed to MII
MII process researches unmatched records & adds them to SalesConnect & MDb
Contact records routed to MAT Leads module every three to five hours
Routing rules in Leads direct contact records to individual LDRs
Common routing rules elements: program; Group value; coverage ID; geographic scope
Delegate functionality allows managers to assign work queues in an LDRs absence
Each contact record displays all known information about that contact
Working a record in Leads

To work a record, LDR changes the status from Waiting to Accepted
Once the record has been accepted, LDR opens the link to the Opportunity to
open the Lead Details Page
Despite column label, not yet an opportunity by IBMs definition
Data displayed to LDR

Collapsible sections on Lead Details page automatically expand to provide more detail
Contact Data
If proactive call, view shows MDb data for the contact record
If response follow-up call, view shows data from the response
View date & time response recorded in registration capture system
Click offer URL hyperlink to access offer accepted by the respondent
(link to relevant program hub)
Click Contact 360 view to launch a browser window with details on
client preferences and current & past offers accepted by that contact
as well as recommended offers in the same or next buyer journey
stage*
Sub-status History
History log of conversations or attempted conversations with a client
MDB Contact Info Update

Enables updates to contact information stored in Marketing
database
MDB Account Info

Shows MDb data about the account (for matched records only)
Contact Update History

History of contact updates collected
Custom Links
Not currently used
* Only visible on matched records with

a valid source offer name
Data displayed to LDR

Collapsible sections on Lead Details page automatically expand to provide more detail
Create Net New
Creates a new record for an inbound call from a contact who is not
already an open record for the tactic
Create Referral Record

Creates a referral record when the contact reached refers the LDR
to someone else within the company
Custom Campaign Report*

Tactics the contact has been targeted with (6-month view)
Custom Campaign Responses Report*

Tactics the contact has responded to (6-month view)
Custom Activity Report*

Non-campaign activity that has been recorded for this contact
Custom Contact Oppty Report*

List of opportunities for which the contact is primary
Custom Account Oppty Report*

All opportunities for the account associated with the contact
regardless of who is primary on the opportunity
Custom Answers Report

All additional marketing intelligence questions the contact has
answered
Displays original tactic code and offer information when response is
routed to LDR with replacement tactic code
Data not currently available, but requirement logged

complete list of offers accepted, complete list of LDR
comments associated with a particular contact
* Only visible on matched records

In progress calls
MAT sub-status indicates status of the calls execution
In Progress, No Answer/Busy, Left Message, Call Back, Completed values are
applied to calls currently underway
Demand Programs Professionals & LDR managers can monitor calls in progress in CDPM
Closed calls
MATs Reason for Closing field indicates call outcome
Call not tried: Not Attempted, Sales Veto, Existing Marketing Activity
Unfinished calls: Unable to Contact, Incomplete, Does Not Fit Audience, Out of Business, Left the
Company
Finished calls: Not Interested, For Future Contact, Opportunity Created, Accept Offer No
Opportunity
MAT sub-status values can add detail to Reason for Closing

Completed, Delayed Response, and Sent Literature can be used both for call progression and to
explain close reasons
BP/Reseller/Consultant, Did Not Download, Education Only, Incorrect Tactic, Invalid Contact,
Invalid Phone Number, Lost to Competition, and Too Old to Pursue should all be used in
combination with the appropriate Close Reason
Via ALI 6 used in conjunction with Not Attempted close reason to close records in Leads en
masse. The requests will need to be submitted by the campaign teams who are responsible for
the campaigns to be closed. Sub-status not to be used by LDRs
Demand Programs Professionals & LDR managers can review call outcomes in CDPM
Leads basics: Special considerations

Capturing new and referral contacts in Leads
LDRs have the ability to capture additional contacts for future/immediate interaction
New Record / Contact
A new record would be created for an inbound call from a contact who was not already an
open record for the tactic. Also includes contacts from LiveChat (separate process)
Referral Record / Contact

A referral record should be created when the contact reached refers the LDR to someone
else within the company
Opportunity validation
When lead generation is the call objective, LDR uses lead validation criteria
outlined in the enablement package for the tactic
Once lead is validated, LDR creates a OPPTY record in sales management system
Sales opportunity number can be recorded in MAT by LDR
Record in MAT closed with Opportunity Created close reason code
Marketing can validate a lead; sales is responsible for qualifying a lead
1
Recap: Leads basics

All internal and external tele resource organizations work in Leads module
Outbound telemarketing and response follow-up tele handled in MAT Leads
Tele resource organization designated in tactic set-up
Routing to individual LDRs controlled by routing rules defined by LDR managers
All lead/opportunity management performed in SalesConnect
CDPM reports provides visibility of call progress and outcome
MAT
SalesConnect
Create More Leads
I.
II.
Create
Response
Nurture
& Score
Efficiently Progress
Opportunities
III.
Validate
Response
IV.
Validated
Lead
Qualified
Lead
Conditional
Won
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Marketing Reporting Portal (MRP)

One reporting portal providing a single access to two reporting environments
CDPM: Campaign Diagnostics and Performance Management
MARS: Marketing Analytics and Reporting System
Accessing MRP
http://lexsln05.lexington.ibm.com/Projects/mrp.nsf/html/cognosreports.html
Internet Explorer preferred browser
Everyone has access to the portal

IBM intranet ID and password prompts appear where authorization required to access
specific reports
CDPM: open access
MARS: access granted via OneTEAM
Five distinct areas to the MRP

Welcome
Reports: Contains links to all CDPM and MARS reports
Sunrise
System Status (CDPM & MARS)
Help & Training
Marketing Reporting Portal (MRP): Operational & strategic reports

Campaign Diagnostics and
Performance Management (CDPM)
Marketing Analytics and Reporting

System (MARS)
Operational reporting
Reports available 24 x 7
Covers MAT data only; not VLRC & WR
Does not include Unica NetInsight data
Refreshed every 1-4 hours
Delivered in a consistent format globally
with standard report design, layout,
metrics
Designed primarily for the IMT; future
reports will be developed for WW use
Summary reports detailing email metrics
and responses plus optional drill
through reports with more specific
details by tactic
Strategic reporting
Reports available 24 x 7
Covers EIW data; future reports will link
MAT data with EIW data
Refreshed weekly every Saturday
Delivered in a consistent format globally
with standard report design, layout,
metrics
Designed for multiple audiences
Standard set of pre-defined reports called
Marketing Management Packs (MMP)
detailing response and opportunity metrics
at a country, IMT, IOT or WW level
All metrics and dimensions are consistent across the operational and strategic reports
Summary: Key reports by reporting environment

CDPM: Executive
Scorecard Dashboard
Tactics executed by
Geography with drill
through to IMT level
Email Effectiveness by
Geography with drill
through to IMT level
Responses by Geography
with drill through to IMT
level
Responses closed out by
LDRs with status Oppty
Created with drill through
to IMT level
MAT Adoption Report that
measures percentage of
tactics registered in MAT
(also known as MAT
Coverage Report)
CDPM: Campaign
Effectiveness Summary
Summary with drill through
reports:
CDPM: Other reports

IMT Effectiveness Summary
How is my tactic performing?
Email Details
Contact Response Details
Pre event Contact Details
Response Frequency
LDR Follow Up reports:
Leads by Status / Substatus
Personal Contact
Information
Lead Ageing by Sales /
LDR
Comprehensive Response
Capture Detail (original
tactic code for unintended
responses)
Offers
- Offer Library Report
- Offer Performance Summary
Response Frequency
eNurture Stream
- Counts by IMT
- Effectiveness Summary
Program Routing (replacement
tactic codes)
MARS
Marketing Management
Packs (MMP) business
and marketing metrics by:
WW, IOT, IMT
All, GB-Enterprise, GBMidMarket, Brand
Drill through reports
available from main report
Marketing Lead Create
Coming soon
End-to-End Effectiveness
Summary
Program Marketing Report
LDR Interactive Reporting Pack

Response Management
Lead Creation
Lead Rank and Status
Campaign Architecture Report
Enhanced email performance
Accessing CDPM
Everyone has access to the reports MAT ID not required
Use Internet Explorer to access CDPM directly or via Marketing Reporting Portal
Sign in using your IBM intranet ID and password when prompted
Click on the IBM Marketing Operational Reporting folder Reports for Demand Programs
Professionals
Click on individual report links to run the reports
Reports are generated in near real-time based on filters applied
For more details, visit Reporting section of marketing automation (MAT) wiki
Education and training includes required Internet security settings
Requirements template for new reports or enhancements to an existing report
Submit support and how to questions via Marketing Systems Support taskID
Accessing MARS
Request access via the OneTEAM application on w3
See Resources section for URL link to step-by-step instructions
Use Internet Explorer to log into MARS via the Marketing Reporting Portal
Sign in using your IBM intranet ID and password once access granted
Select Marketing Analytics and Reporting System
Select the geography/IOT/IMT folder applicable to your role
The WW/IOT/IMT geo structure is a way to organise reports specific to a location
Business users can view reports in ALL report folders
Click on individual report links to run the reports
Visit the MARS w3 pages for further information and training

Request new or enhanced reports via a standard template on the MAT wiki
Submit support queries via MARS Adminstrator/Atlanta/Contr/IBM task ID
Recap: Reporting overview

Two reporting environments accessed via Marketing Reporting Portal
CDPM Campaign Diagnostics and Performance Management
Operational reporting
Reports on MAT data only will never include VLRC or WR data
Does not include Unica NetInsight data
Reports built with user-defined filters and data refreshed every 1-4 hours
Primarily designed for IMT DP professionals and tele resource organizations
Open access using IBM intranet ID and password
MARS Marketing Analytics and Reporting System

Strategic reporting
Reports on EIW data and will link to MAT data for some reports in the future
Pre-defined reports refreshed weekly
Primarily designed for all DP professionals WW/IOT/IMT
Access requested and granted through OneTEAM application
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Resources: Support & information for all marketers
Marketing
Systems
Support Desk
Operational & how-to support for all MAT modules, MFR, MDb & reporting
Available to users & non-users 8 AM to 6 PM across all geographies
Marketing Systems Support/Austin/Contr/IBM or mktsystem@us.ibm.com
IBM Marketing
Automation Wiki
Reference materials & discussion of all MAT modules

Applicable to all marketers; content is primarily for MAT users
Frequently
Asked Questions
Common questions & best practices

Applicable for all marketers, not just MAT users
Education &
Training
Materials
Glossary, recordings & materials for Marketing Systems education & training
Marketing
Systems
Community
Information on Marketing Systems strategic initiatives

Resources: Marketing automation wiki

Marketing Automation Wiki
Introduction to marketing automation
presentations
Best practices memos
Campaign execution guidance
Support information
System operations
MAT demo
Shortcut on wiki home page
System status
Notice board displays system status
Creative standards for email
Marketing automation wiki: Campaign
execution / Email Creative Standards
Email creative standards
IBM Marketing
Automation Wiki
Seed lists for proactive email

execution / Email Seed Lists
Email seed lists
Third-party response data
Response data from external vendors
Specific file format required for upload
execution / Third party file format standards
Third party file format standards
MAT File Import Tool training
Offer management
execution / Offer Management
Step-by-step guide to pulling MAT Offer
Library report in CDPM
Offer management
Marketing automation wiki: Collaborate Shared Templates
IBM Marketing
Automation Wiki
Collaborate Shared Templates documented on Marketing Automation Wiki

Separate entries for each template under Campaign Execution
Worldwide vs. geography-specific
applicability
Audience data source (list, response
history)
Relevant tactic interaction methods
(Electronic, Tele ..)
Relevant tactic types (proactive, responsetriggered proactive, reactive)
Account & contact suppressions applied
Field-specific details by section
Work-arounds in place
Print-screens
Resources: Quick Reference Guide

Series of cheat sheets to aid campaign and tactic execution
Current inventory of On-demand Campaigns
Vehicle-specific considerations
Impact of audience governance policies on follow-up tactics
Special considerations for automated follow-up tactic execution
Special considerations for event-specific automated follow-up
Additional information for Unica Specialists and Demand Programs Professionals

Common Collaborate errors
Documenting email test approval including approvers
Setting up single follow-up emails based upon response expectations
Setting up single follow-up emails to avoid repeat test email sends
Resources: Online reference materials

Asset standards
http://w3-03.ibm.com/marketing/dist/ce_standards.html
Country opt in/out designations by media

http://w3.ibm.com/standards/xml/approved/ibmww/mo/bds/Suppression_Permission/SuppressionPer
missionCountryMediumStatus_0100.html
Marketing Systems glossary

http://w3.tap.ibm.com/medialibrary/media_view?id=185951
Preferences based marketing (including suppression)

https://w3-connections.ibm.com/wikis/home?lang=en#/wiki/Preference%20Based%20Marketing%20
Strategy/page/Preference%20Based%20Marketing%20Strategy
Quick Reference Guide

Unica Specialist & DPP: http://w3.tap.ibm.com/medialibrary/media_view?id=171877
DbM: http://w3.tap.ibm.com/medialibrary/media_view?id=103319
Touch Monitoring System (TMS) geo-specific tactic delivery intervals

https://w3-connections.ibm.com/wikis/home?lang=en_GB#/wiki/Wf8567b99858d_461f_9272_6d
c0a863a837/page/Touch%20Monitor%20System%20%28TMS%29
Resources: Reporting tools

Marketing Reporting Portal (MRP)
MRP access
http://lexsln05.lexington.ibm.com/Projects/mrp.nsf/html/cognosreports.html
Campaign Diagnostic & Performance Management (CDPM)

MAT operational reporting
https://w3-01.ibm.com/marketing/automation/cognos/servlet/Gateway
Education and training information

https://w3-connections.ibm.com/wikis/home?lang=en_GB#/wiki/Wf8567b99858d_461f_9272_6dc0a863a837/page/Rep
orting
Marketing Analytics and Reporting system (MARS)

End to end reporting and VLRC/WR performance data
https://w3-03.ibm.com/transform/bacc/cognos/bi01n/ServletGateway/servlet/Gateway
- MARS access instructions

http://lexsln05.lexington.ibm.com/Projects/marswhk.nsf/html/requesting_access.html
- Education and training information

http://lexsln05.lexington.ibm.com/Projects/marswhk.nsf/html/help_home.html
OneTEAM
Access to MARS
https://w3-03.ibm.com/finance/access/login.wss
Resources: MAT production URLs

MAT access granted based on
Approved OneTEAM request
Instructor validation that user has completed hands-on MAT training
MAT Production URLs

Campaign https://w3.ibm.com/marketing/automation/Campaign/main.do
Collaborate https://w3.ibm.com/marketing/automation/collaborate/affiniumcollaborate.jsp
Authorization to MAT Production based on training class completion
Once authorized, sign on using your IBM intranet ID & password
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Course content
Hands-on exercises
Naming conventions
Offer management
Scoring methodology
Leads basics
Reporting overview
Resources
Course recap
Complete class evaluations

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MAT license issued based on successful
course completion
Please complete a course evaluation
Answer 10-12 questions about this education responses are anonymous

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Marketing Automation Training For Demand Program Professionals

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Enterprise Marketing Performance

Marketing Systems Enablement

Marketing Automation Training

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Understand IBMs marketing automation vision

Course assumes familiarity with processes & tools outside MAT

Course does not

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Path to marketing transformation: Capabilities required by CMO & CIO

Source: IBM Path to Marketing Transformation 2012 pdf

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Automation is an integral part of IBMs own marketing transformation

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Introduction to Marketing Automation Tool

Acquired by IBM in 2010

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Tools will touch all Demand Programs roles in varying depth

MAT part of broad Marketing tools suite

Planning, execution & measurement tools

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

Tools overview: Marketing Automation Tool (MAT)

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

MAT modules work together to improve marketing performance

Provides response management

Enterprise Marketing Performance: Marketing Systems Enablement

MAT integrates with sales and other marketing systems

(& VEC, Event Import Tool)

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

MAT optimizes offer and campaign execution

Generates tactic codes for execution

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

A Campaign Summary is defined at the

Flowcharts house the logic required to

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

MAT Campaign functions: Sample flowchart

Logic in Main Audience box:

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation

Enterprise Marketing Performance: Marketing Systems Enablement

2014 IBM Corporation