Marketing Excellence Award Winners 2011

Diamond Award: HCL America

HCL’s Customer Advisory Council (CAC) is a collaborative, global forum where 80 of HCL’s Fortune 500 C-level customers and thought leaders convene biannually to advise HCL on industry trends, changing business priorities and its strategic direction. The CAC also serves as a platform for HCL’s customers and their peers to exchange ideas, best practices and network. HCL is successfully running three CAC Chapters, (two US, one European) and is set to launch its APAC council next month. Tangible outcomes of the CAC include: higher customer retention, satisfaction and revenue growth.

The Cisco Services Partner Advisory Board Program tackles major challenges facing Cisco and services partners: simplifying complex operational and economic models, and reducing overhead and administrative costs of doing business with Cisco.  Focused on sweeping transformation of service delivery, the program drives deep partner loyalty. Engaged as co-creators, partners help Cisco build win-win-win relationships for themselves, our customers, and our bottom line. Participants are strong advocates willing to invest with Cisco, and in turn experience best-in-class bookings and return on investment. The program sets the cornerstone to partner loyalty: a differentiated value proposition that competes on value rather than price.

Diamond Award: IBM

In March, IBM launched Smarter Commerce to help clients capitalize on the digital, social and mobile reshaping of “commerce” and increase the value that they generate for their customers in a rapidly-changing, digital world. In developing this new market, IBM employed a three–pronged, integrated marketing and sales approach to “plant the seed”, “set the vision” and “make it real”. The response surpassed objectives – with the influencer communities not only embracing this new market, but anticipating significant “first mover advantage” for IBM. Smarter Commerce generated over $200 million in pipeline and over $100 million in signings revenue for consulting services.

SAP Rapid Deployment solutions represent an innovative new offering type and brand.  Consisting of preconfigured software, predefined services, content and user enablement, these solutions provide customers with unprecedented predictability, integration and choice.  In order for SAP to successfully bring these solutions to market, all of its organizational units – from development to consulting, delivery, marketing, and sales – had to change the way they approach solutions in order to create a complete, integrated process.  SAP formally launched five SAP Rapid Deployment solutions in September 2010, and the response from analysts, industry influencers, bloggers, and most importantly, customers, has been overwhelmingly positive. The combination of game-changing solution offerings, comprehensive program management, and innovative marketing and sales-enablement strategies has resulted in wins across all regions and a rapidly expanding portfolio.  Learn more at www.sap.com/rapid-deployment.

Diamond Award: Deloitte Financial Advisory Services LLP

Deloitte Discovery, a practice within Deloitte Financial Advisory Services LLP, wanted to raise its awareness and credibility among corporate legal departments and law firms. In response, the marketing team designed a thought leadership program using idea marketing, in which we provide valuable content instead of content on our services. This started the movement to position Deloitte as a leader in e-discovery, both from a consultancy and a service delivery perspective. Idea marketing included conducting research, building an idea network, distributing content via a non-commercial website, and tracking return. Idea marketing has led to an increase in revenue and industry recognition.

The Cognizant “Future is now. Let’s put it to work” thought leadership program is about a new, 21st century approach to productivity and competitiveness. It is a message to forward-thinkers, change agents and C-suite catalysts. A first for Cognizant, the integrated marketing campaign has been adopted as the organization’s unified thought leadership platform.  The galvanizing message is used across all communication channels inside and outside the company. It is clearly an approach that resonates with the company’s global marketplace and clients resulting in increased awareness, elevated brand perception, driven social media engagement, and resulted in greater, more meaningful client conversations. Visit www.cognizant.com/futureofwork to experience the Future of Work.

Gold Award: IBM

Last February, an IBM computer named Watson made history when it defeated Jeopardy!’s two greatest champions. But for IBM the real victory would be educating decision makers on Watson’s enormous potential to solve tough business challenges. One of the company’s most successful integrated campaigns, the IBM Watson program used thought leadership to build understanding of Watson-like technologies and their implications on business, key industries such as healthcare, and society. The campaign captured the world’s imagination, generating 1.3 billion impressions, awareness among 70% of the general US population, double-digit millions in related revenue, and increased interest in IBM as an employer – all within the campaign’s first three months.

Diamond Award: Fujitsu

The Fujitsu ‘Enabling Field Sales to deliver Business Results’ programme is an innovative, industrialised targeting process designed to help the organisation win high-value managed IT service contracts within the private sector. Within a five month period, the programme has delivered real business results including a 21.6% increase in new opportunities within the pipeline.
“The Marketing Team have really stepped up to the mark and I was blown away by the tools they have developed. I see Sales and Marketing as one team achieving together rather than one of a supply and demand model.” (Duncan Tait, CEO, Fujitsu UK & Ireland)

Cisco Collaborative Services is changing the relationship between Cisco and our partners. Collaborative Services helps partners use Cisco’s Smart Services, intellectual capital, and global service infrastructure as assets to combine with their own capabilities. Interactive sales tools help Cisco sales personnel qualify partners, gather information about business goals, assess risk, and enable discussions about business benefits. Hundreds of partners are actively engaged in selling Collaborative Services. Our interactive sales tools help target the right partners for the right collaborative offers. These tools are crucial in helping our partners transform their business, mitigate their risk, and in expanding Cisco sales channels. URL: http://www.youtube.com/watch?v=auD29GulYDg

Diamond Award: IBM

IBM uses predictive analytics to optimize marketing strategy and execution – few match IBM’s global scale in terms of tactics executed, audiences nurtured, and offerings.  The Target—Marketing Analytics Platform (Target-MAP) is central to IBM’s global strategy to deliver country-specific analytic models to drive demand generation activities.  As marketing databases expand – and offerings diversify – how do we optimize alignment between clients and product offerings?  Target-MAP incorporates cutting-edge analytic automation that embeds analytic modeling into demand programs.  Target-MAP generates analytic insights that optimize marketing results – yielding a higher quality pipeline and optimized won revenue.

While Microsoft customers demonstrated interest by engaging with Microsoft, if they were not “lead-ready” for sales or partner hand-off, they fell off Marketing’s radar. Approximately 80 percent of customers engaging with Microsoft received no follow-up. The Marketing team created an innovative engine leveraging behavioral insights from online and in-person engagements to deliver the most relevant information to the correct customer contacts. In addition to transforming the go-to-market approach, results include more successful, integrated and lower-cost campaigns; increased customer satisfaction; greater scale; an unprecedented level of cross-marketing collaboration; and significant improvements in customer responses. Read more

Diamond Award: HP

HP Technology Services implemented a brand awareness program, utilizing a multi-faceted social media component for the first time. This innovative use of social media, focusing on the “human factor”, resulted in: SOV increasing 146% q/q; LinkedIn ads had 4.5million+ impressions, driving traffic to FB quiz, with 10,000+ tab views, increasing fans by 149%; YouTube videos doubled q/q, and 52,000+ visited our Meet the Experts site: www.hp.com/go/tsconnect. A USA Today article drove traffic to our Sweepstakes, helping us reach our $100K contribution to CARE in just 9 days.

Hitachi Data Systems (HDS) was embarking on its biggest product launch in recent history.  With a huge awareness and lead generation challenge, yet a small budget and a limited share of voice, HDS needed to be creative in extending the message through new channels and new voices. HDS selected a services offer – a Storage Economics assessment – as the lead promotion and developed a “treasure hunt” contest, sponsored a bloggers day, and integrated social media into the global mix.   The campaign exceeded its goals, delivering a20% uplift in engagements, 600 new leads, 6000 views and a resulting stellar product launch.