The Business Problem

While IBM have made a successful transition from an IT hardware provider to a services business, research showed that IBM had limited relevance and appeal to medium sized companies. They were not perceived to understand or cater to the needs and requirements of this significant market segment. The narrow market that IBM wanted to appeal to consisted of approximately 20,000 prospects nationally, making them difficult and expensive to reach with traditional media. UNO’s task was to find a smarter way to tap into this market.

UNO's Creative Solution

UNO developed a highly targeted digital campaign that engaged with mid-sized business decision makers. A content rich website provides IBM with a platform to demonstrate their understanding of the challenges facing Australian managers and showcases the latest IBM technologies and services. Vodcasts, podcasts and case studies showcase working examples that can be applied to solve real problems. This active online publishing program is promoted across a range of digital media and spread by business partners and area specialists using social media, from twitter to facebook. UNO ran a series of webinars generating relevant and engaging content for the target audience. The webinars also operated as feeders to drive qualified customers to attend a series of seminars, which provided IBM with an opportunity for face-to-face sales.

The Outcome

IBM is now regarded by the mid-market as a preferred service provider. Often only considered relevant to a younger target audience, this model has proven business to business marketing can successfully use online and social media to add value to existing events and roadshows, drive qualified leads and help speed the sales process.

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