Business Partner Identity System / Co-marketing

Transcription

1 Business Partner Identity System / Co-marketing May 2015 IBM PartnerWorld

2 Agenda IBM Business Partner (BP) Mark value Use of IBM 8-bar logo Overview of identity system elements BP marks BP achievement categories BP stand-alone awards BP electronic certificates BP identity system Usage examples IBM Co-marketing guidelines Resources 2

3 Business Partner Marks The IBM Business Partner Mark is an effective symbol to display the connection between the Business Partner and the IBM Corporation, providing a trustworthy symbol that a client can rely on and a clear competitive advantage to the Business Partner. Builds brand recognition Consistent application of a visual symbol Selective eligibility demonstrates exclusivity Valuable visual to indicate an IBM relationship Can indicate IBM skills, authorizations, validations, IBM technology Making your mark with IBM!... Promotion of the Business Partner Mark Web site Collateral Presentations Request for Proposals signature Use of the 8-bar IBM logo by 3 rd parties, e.g., Business Partners, is VERY selective 3 If IBM is a SPONSOR of an event, a speaker, etc. IBM employee must sponsor request: w3.ibm.com/marketing/branding/logotool

4 Identity System: Business Partner Marks Business Partner Stand-alone Mark eligibility Earn PartnerWorld points to achieve PREMIER (30) Skills Business impact, e.g., new client win, revenue Client reference Client satisfaction Earn PartnerWorld points to achieve ADVANCED (10) Skills Business impact, e.g., new client win, revenue Client reference Client satisfaction Member level: signed agreement with IBM Resellers - Business Partner Agreement (BPA) Distributors - version of BPA Non-contractual relationship with an IBM Business Unit, requires stringent criteria Solution Business Proposal (Systems Hardware initiative) Managed Service Providers (BP representative sponsorship) 4

5 Identity System: Sample Business Partner Marks Achievement marks: achievements are enhancements to the base Business Partner mark that are leveraged to represent specific specialties, authorizations, capabilities, or awards. They demonstrate the breadth and depth of your relationship with IBM and your specific areas of expertise. Systems Specialty Systems middleware - Software Value Plus (SVP) Authorizations, e.g., Power, System z, etc. MSP SaaS Software Accreditations Ready for: Test your products against pre-established criteria to demonstrate compatibility with certain IBM offerings. Awards, e.g., Beacon, Software brands Technology mark: The IBM Ingredient Brand mark enhanced allows Business Partners to identify they have embedded and innovative technology, software and/or services from IBM that play a major part in the Business Partner solution. (Verified client reference, 50%+ IBM) 5

6 BP achievements/awards May 2015 Specialty (4) Software Value Plus Authorized (36) Authorized (11) General (7) Ready for (7) Awards (19) (+ 19 Stand Alone marks) Lock-up design Beacon Laureate Note: membership levels, Member, Advanced, Premier are representative only 6 Cloud & Smarter Infrastructure Power Systems Software PureSystems Rational software Security Intelligence Smarter Commerce Social Business SW Practice Accreditations (70+) - Social Business - Technical Excellence - Business Agility WebSphere Business Analytics Big Data & Analytics Choice Cloud & Smarter Infrastructure Commerce ECM IBM Cloud IBM MobileFirst IBM Social Business IM Rational Security 2015 Systems IBM Corporation WebSphere

7 Identity System: Electronic Certificates Premier or Advanced Current e-certificates Premier OR Advanced Business Partners Created via Business Partner Certificate Generator (BPCG) tool Usage Include in requests for proposal Frame and hang in office Post on web page Marketing promotion 7

8 Identity system: Electronic Certificates for select achievements Software Practice Accreditation (WW) Centre of Tech Excellence award (Europe, MEA) Systems hardware Specialty (WW) Business Partner Marks/Certificates: 8

9 9 Business Partner Mark Guidelines:

10 Business Partner Mark Generator (BP view) 10 Shows only the marks/achievements the BP is entitled to

11 Business Partner Mark Generator (Business Partner sample view)

12 Business Partner Marks PartnerWorld Web site 12

13 Business Partner Identity System - Resources PartnerWorld Global Team Contact BP Mark Identity System BP Mark Generator tool BP Certificate Generator tool IBM Logo Request Tool (an IBMer must request for a Business Partner) IBM Co-marketing IBM trademarks Nancy Salisbury nancys@us.ibm.com w3.ibm.com/marketing/branding/logotool m/contenthandler/pw_com_cfm_index enthandler/pw_com_cfm_campaigns See Overview and Education tabs ruse 13

14 Co-marketing definition Co-Marketing is any marketing collaboration between IBM and a Business Partner. There are two major forms: 1.IBM prepares materials for Business Partners where the Business Partner is understood to be the source and Business Partner branding is employed. 2.Business Partner prepares the materials using the Business Partner s branding, and then submits materials to IBM for review and approval. In both cases, the Business Partner is considered to be the source and Business Partner branding, voice and call to action are used, regardless of IBM s contribution and participation. 14

15 Co-marketing The Business Partner is clearly and easily identified as the source. IBM s trademarks, if used, are placed within content that explains the scope and nature of the relationship between IBM and the other company. Another company may not use or feature the IBM trademarks, trade names or trade dress unless licensed to do so. 15

16 Co-marketing (a collateral example sales flyer) 1. Business Partner company logo prominent 2. IBM or Business Partner owned image 3. Information about the specific Business Partner solution 4. IBM Business Partner Mark 5. BP copyright and trademark attribution AND IBM trademark attribution 16

17 Co-marketing (a collateral example Solution Brief, cont.) 6. Copy in voice of Business Partner 7. Relevant Business Partner mark 8. Business Partner offer, call to action and contact information 17

18 Co-marketing (an example) 1 1. Business Partner company logo prominent 2. IBM copy in voice of Business Partner 3. Business Partner offer, call to action and contact information 2 4. Relevant Business Partner Mark 5. BP copyright and trademark attribution AND IBM trademark attribution

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22 Co-marketing (IBM as-is collateral) Example: IBM is the voice of the whitepaper, case study, etc. Business Partners may use IBM materials as is. Business Partners may always apply their contact information to IBM materials that they deliver to clients When IBM 8-bar logo appears on IBM collateral, Business Partner company logo CANNOT be used 22

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25 Business Partner Identity System - Resources PartnerWorld Contact Services PartnerWorld Global Team Contact BP Mark Identity System BP Mark Generator tool BP Certificate Generator tool IBM Logo Request Tool (an IBMer must request for a 3 rd party) IBM Co-marketing IBM trademarks PartnerWorld Homepage Live chat, 800#, Nancy Salisbury nancys@us.ibm.com w3.ibm.com/marketing/branding/logotool m/contenthandler/pw_com_cfm_index enthandler/pw_com_cfm_campaigns See Overview and Education tabs. ruse 25