How IBM turns marketing into revenue
Watch as IBM’s SVP of Marketing and Comms, Jonathan Adashek, shares their exact formula for driving deal making through engagement, data, and AI. We think this is a brilliant example of how technology and human creativity can work together to fuel business growth.
Speaker: Jonathan Adashek - SVP, Marketing & Communications, IBM
Understanding where our clients are, what is that pain point and how can we help solve that for them? That has to be at the heart of what we're doing.
To do that properly, from a marketing perspective, you need to have a constant set of data and engagement. A thought leadership paper, they could be attending an event, they could be in a webinar, they could be downloading content.
If we have four or more engagements with a client and at least one of those engagements is with an executive from the company, the size of the deal and the propensity for it to yield better grows exponentially.
We've also seen that if two of those are in person and two can be another way, the number gets even larger.
But to do all of those things, you do have to have that drumbeat of news and information.
A lot of people will go, this asset isn't working well enough for me, I just launched it last week or two days ago. It's like, hold on a second, take a break.
You need to let it actually start gaining some momentum.
And then if you get too divergent, then what happens is very quickly you'll have 20, 30, 40, 50 messages in the market and nobody understands what you're doing and why you're doing it.
AI has massive applications across the work we're doing. We created an ad for a golf tournament that we sponsor. We had over a thousand selects, and they were more creative than we normally would have seen because it was giving some new, different ideas that would have taken hours, if not days. It was our best performing ad of the year.
We do half the number of events today that we did two years ago, and we get 5% more client interests because we're using tools to help us better understand: where we should show up, who are the people that we should be engaging, what's the story we should be telling?
That's just scratching the surface of the iceberg and I'm really excited about what's coming in our org.
And I think there's so much opportunity for everybody in this space.
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