1Q 2015 BP Power and Storage Launch

Campaign Guide

z Systems announcements•Interconnect 2015 announce sessions•Digital (web / social) content updates

zNext announce ‘drive-to’

• eMail invitations / reminders

• Sales Flyers (client facing)• Sales & BP nomination

activities• Web merchandising• Search (Always-on)• Social media (Tiles, Tweets)• Paid media guidance• Weekly social tip sheets

Nov Dec Jan Feb

Power announcements•Interconnect 2015 announce sessions•Digital (web / social) content updates w/ highlights video

zNext event in NYC (inc. zSW announcements)

• Live streaming video - local IMT viewing parties

Campaign progression: Nurture, LDR / Sales enablement & IntegrationCampaign progression: Nurture, LDR / Sales enablement & Integration

zStack CampaignPower CampaignStorage Campaign

1Q15 STG Launch: Smarter Computing Program DG approach

zNext local IMT events

•45+ local events, many featuring the zNext Film in cinema- style venues, panel discussions and interactive experiences

- zSW announcements

- Engines of Progress videos and assets

- Deep dive reference stories

Digital always on (web / social)• z website updates w/ launch landing environment and On-demand NYC & zNext Film links• 16 weeks / daily communication (Dec 1 to Mar 30) - Wordpress, Facebook, Twitter,

Instagram, Pinterest, SC Blog Updates, and Mainframe Insights• 3rd party syndication - Offers on ESM pubs, SHARE and other 3rd party websites

Storage / Platform announcements•Interconnect 2015 announce sessions •Digital (web / social) content updates w/ highlights video

Mar

3rd party event integration• Mobile World Congress (Mar 2-5 - Barcelona); SHARE (Mar 1-6 - Seattle); CeBIT (Mar 16-20 - Hannover)

zNext anchor events (inc. zSW announcements)

• Paris, London, Frankfurt, Tokyo, Haikou, São Paulo

IBM Signature Moment

Digital (web / social)•z Systems, Power, Storage. Software Defined Infrastructure webcast(on -demand)•Integrated landing page•Social media s

Feb integrated launch ‘drive-to’•eMail webcast invitations •Announcement eMail•Web merchandising / Search•Social media postings

System z advertising -- Wall Street Journal print ad

Interconnect 2015 - General / Keynote/ 125 STG sessions

IBM STG WW- February Integrated Announcements:

Launch Webcast

The Integrated Announcement Launch Video is designed to work on several levels. On February 23rd, this 15 minute webcast video will highlight the breadth and depth of IBM Systems in a comprehensive way. This will provide an overall message that Infrastructure Matters, and give viewers an overview of what’s new and differentiated in each key system (Power, Storage, Software Defined Infrastructure and z Systems) – as a seamless, unified piece. For post-launch usage, the design of the piece offers the option of modularity. Though the sections are designed to work as a unit, each section will have a distinct identity -- that will be shown through slight variations in the color palette for each section and different voiceover choices for each section. Giving each product a distinct identity will also give IBM STG the option to cut down each section, and use the sections individually, as needed.

The z13 launch marked a special moment in Q1. The announcements was an incredible success on all fronts, and that's just the beginning! There are many more exciting announcements on the horizon. On February 23, we'll announce the next wave of Systems innovations, including new and enhanced Software Defined Storage and FlashSystem offerings that enable "Data without Borders," improve performance, nearly eradicate down times and deliver superior data economics.

Power Systems, Software Defined Infrastructure and our newly rebranded z Systems will also bring new solutions and enhancements to market, giving our clients even more options for building cloud, mobile and analytic capabilities.

Visit FINDIT for launch enablement, including launch highlights videos, client materials and more!________________________________________________________________

z13 gave us a superb start to 2015. Build on the momentum, start conversations with clients and claim new opportunities while we still have their attention. Get prepared to lead the conversation from start to finish, sell with confidence and exceed your clients' expectations.

Visit PartnerWorld Systems Announcement page– For additional information

BP Drive to Emails for February Launch Campaign

Power Storage Launch

Before you begin this campaign, compile a list of Email addresses of prospects you are targeting. The list does not have to be large and you can return customizable Email templates in the Digital Content Marketing tool. See the campaign flow maps on the next pages.

Power Storage Launch Campaign includes 2 Drive to Emails to support the launch announcement:

– Drive to Webcast which will be On Demand after Feb. 23, 2015– Drive to IBM Announcement Webpage

Customize your emails in the Digital Content Marketing tool on PartnerWorld. This site is a library of assets for all brands and campaigns.

DCM Link - Get Started on IBM DCM

Feb 2015 Launch Webcast BP Drive to Webcast Email Map

February Integrated Launch

Webcast

February Integrated Launch

Webcast

Sales ConnectSales ConnectN

C2

Next Campaign Audience List

Y

Tele + Follow-up Response-triggered

Proactive

Tele + Follow-up Response-triggered

Proactive

ValidatedLead?

Invite eMail MAM

Doc ID: ZSG12459-USEN-00

Invite eMail MAM

Doc ID: ZSG12459-USEN-00

Thank you or Sorry we missed you email

Sent to registered client by Unisfair

2015 February Integrated Launch for Power and Storage

Event Registration

Feb 2015 Launch BP Drive to IBM Landing Page Email

February Launch Landing Page

for Power and

StorageAnnouncements

February Launch Landing Page

for Power and

StorageAnnouncements

Drive to eMail MAM-Doc ID

ZSG12460-USEN-00

Drive to eMail MAM-Doc ID

ZSG12460-USEN-00

2015 February Integrated Launch for Power and Storage

Sales ConnectSales ConnectN

C2Y

Tele + Follow-up Proactive

Tele + Follow-up Proactive

ValidatedLead?

© 2014 IBM Corporation8 IBM CONFIDENTIAL

STG HighlightsGeneral Session:• Infrastructure Matters -currently scheduled Day 1(Monday) morning• Walmart Vignette Submitted for Day 1 (12/15 selection process ) Keynote: Infrastructure Matters - currently scheduled Day 1 (Monday) afternoonSession Curriculum:• 125 STG submissions selected for integration throughout cross-IBM tracks

- Including 3 tracks in Cloud Infra Stream dedicated to STG Infrastructure Matters• Customized Cross Stream Experience Roadmaps for Infrastructure Matters• Infrastructure Matters Zone in the Solutions Center

STG HighlightsGeneral Session:• Infrastructure Matters -currently scheduled Day 1(Monday) morning• Walmart Vignette Submitted for Day 1 (12/15 selection process ) Keynote: Infrastructure Matters - currently scheduled Day 1 (Monday) afternoonSession Curriculum:• 125 STG submissions selected for integration throughout cross-IBM tracks

- Including 3 tracks in Cloud Infra Stream dedicated to STG Infrastructure Matters• Customized Cross Stream Experience Roadmaps for Infrastructure Matters• Infrastructure Matters Zone in the Solutions Center

Brand Announcementz Systems zNext (Jan 14)

Power Power System Services in the Cloud (Name TBC)

Power Bluemix on Power Systems (Name TBC, e.g connectors)

Storage Software Defined Storage for Hybrid cloud including new XIV as Software

Brand AnnouncementStorage XIV improved support for PowerVC and

VMware

Storage FlashSystem NextGen for cloud workload acceleration

Storage Elastic Storage on Cloud for file and object support

Storage Platform Computing™ Cloud Service: • Hadoop on Cloud (final name TBD)• Platform™ LSF® (SaaS)• Platform™ Symphony (SaaS)

Power Pattern Ecosystem for Power System

Tier 1 Launch Offerings Tier 2 Launch Offerings

Infrastructure Matters Hybrid Cloud

© 2014 IBM Corporation9 IBM CONFIDENTIAL

Smarter Storage Campaign: Creating Demand in 1Q 2015

Campaign Landing Pages Paid Search

Slideshares

Flash Interactive Infographic Storage University

Priority 1Q focus areas: Flash System, Software Defined Storage and Virtualization

Permanent Storage web presence refreshed quarterly with gated and un-gated content and offers. Example

Social tiles are used by IBMers and Influencers across social media venues to provide awareness and drive to case studies

GIFs are media images and the most shared social content on the web boosting social engagement. These animated images drive followers to case studies and white papers

Designed to build awareness of FlashSystem solutions (V9000) this infographic will allow users to engage with content and register for Flash client success stories.

Used in social media users can view an interactive Slideshare presentation to learn more about IBM Storage solutions via white papers and case studies. Example

Continuing the strong performing* content syndication tactic from 2014 in 3 markets (NA, UKI and ANZ) the university is being restructured with 3 classrooms focused on Storage priority areas. Responders nurtured by LDRs

Three Storage offers included in the WW cross-STG paid search kit which guides IMTs in making local paid media placements driving to an eBook or (2) analyst paper offers

Storage products in Feb 23 launch: FlashSystem V9000 and V900; Software Defined Storage family of offerings; DS8000 linkage to zNext EC

© 2014 IBM Corporation

Power Campaign: Creating Demand in 1Q 2015

Content Syndication Paid Social / Paid Media

Social Tiles, Animated GIFs Web presence & Campaign Landing Page

Videos, webcasts, eNurture emails

Innov8 w/POWER8 University Challenge

PrioritiesWhitespace x86 Displacement: Deploy new web landing page, buy digital media and search, leverage new ecosystem announcements, assets/offers. Enable LDR & BPs to drive demand to displace x86 with Linux on Power and progress responses.Big Data & Analytics: Capture new analytics accounts and installed client analytics workloads running one on competitive servers with new assets/ offers designed to accelerate customer consideration. Leverage new offerings on Linux on Power.Cloud Economics: Capture new accounts and grow installed client , leveraging the complete client journey with new digital assets and offers designed to demonstrate improved economics, meet customer’s demands, and realize cost savings

Permanent Power web presence refreshed to feature announcements and new assets/ offers. New tabs added to DAP landing page with gated and un-gated offers. Example

New Social tiles and GIF images to be shared across social media venues to provide awareness and drive to content.

New Videos and webcasts designed through the buyer journey to progress responses

POWER8 academic programs guide students working on big data and cloud business challenges in collaboration with the OpenPOWER Foundation, key ISVs, and SWG.

Most efficient way to gain guaranteed registrations at a fixed rate against a specific set of IBM gated offers.TechRepublic CBSi exampleSourceForge exampleZiff Davis example

Paid Social delivers snackable content using short, targeted messages to engage the audience and drive them to learn more. MTI (PM2) provides cost efficient and targeted reach using re-targeting (cookie) matching to deliver relevant message to audience

EventsPresence at third party events (Mobile World Congress, Barcelona; SHARE, Seattle; CeBIT, Hannover) and IBM-led events, as well as EIAB for geography leverage

LDR call guides, BP Assets and Content offers with BP usage rights to enable our two marketing create routes

LDR Progression / BP Assets

© 2014 IBM Corporation

Resources

PartnerWorld

Marketing Resources

Smarter Computing PartnerWorld webpage

Digital Content Marketing Email Campaigns

Storage PartnerWorld