No longer can we afford random acts of marketing. IME collapses functional silos, enabling companies to assume authority leadership positions, identify and predispose prospects, and advance strategic value selling.
Donovan Neale-May, GlobalFluency Managing Partner and Executive Director of the Chief Marketing Officer (CMO) Council & Business Performance Innovation (BPI) Network
Globalfluency's IME Model Deconstructed
Intellectual capital creation begins with the development of informed, strategic knowledge. Pulsing and surveying qualified audiences identifies market needs, requirements and key drivers. It provides market, channel, customer, and competitive intelligence. This puts solutions and services into context and actually builds a far more effective road map. It’s more than understanding what you want to say and then finding the audience to say it to…it is about accessing the right channels of insight, access and influence.
The foundation of the IME model is a belief that to achieve a truly customer-centric engagement, you must place an Authority Leadership Platform at the core of your engagement and experience process. This model relies on the fundamental belief that engagement is an ongoing, integrated and fluid approach that is influenced by the marketplace while it influences those stakeholder groups most important to your organization.
Authority leadership is the fundamental platform that differentiates your organization. It provides a clear understanding of the issues and challenges facing your customer and the requirements for business performance needed to see a more robust and optimized future. A strong authority leadership platform predisposes the marketplace by establishing key benchmarks of conversation that highlight and heighten the issues, needs and requirements facing your customer.
What surrounds and supports the authority leadership platform is a library of intellectual capital drawn from internal knowledge centers, market insights, customer analytics and research, and fact findings aggregated into a rich intellectual capital library. Third-party validation, surveying and pulsing of the market, peer-groups and customers is also added into this repository to more fully develop messaging and to support the authority leadership platform.
Gone are those random acts of content development, which have been replaced with multi-channel thought leadership content that is valued and highly sought after by the market influencers, customers and prospects. By leveraging the data points, best practices and core messages derived through the development of intellectual capital in support of the authority leadership of your organization, the content and thought leadership repository now serve as the tools used to engage audiences and bring critical issues and conversations into play.
A multi-level, multi-channel approach is activated, working to share your authority leadership to the marketplace. All of the messaging is unified, leveraging key data points derived from the intellectual capital that supports the platform, packaged in compelling content. This layer of engagement works to activate syndication channels, social engagements and multi-channel marketing tactics in a coordinated push to influence the market while inviting a bi-directional flow of insight and intelligence.
The purpose of engaging in a more intelligent manner is to reach a multitude of audiences and stakeholders without sacrificing the core message and value your authority brings to the market. The benefits of engaging in this more customer-centric and holistic manner is that you can mold and shape market perceptions, actively engage in customer co-innovation, tap into peer-powered mindsets and rally the organization to align. These channels are intentionally designed to spark engagement and reach out into the marketplace and absorb key insights that help your authority leadership platform continue to evolve and improve to stand the test of time.
What makes the IME model different from some of the marketing and strategy models floating around the web is that it is tested, proven and scalable. IME molds intellectual capital into relevant advocacy agendas and point-of-view platforms to shape and influence market perceptions and establish marketers as thought leaders, knowledge brokers and subject matter experts. Now more than ever, brands are looking for meaningful engagements and relationships with highly qualified decision makers. This is why clients engage with GlobalFluency and its affinity networks like the CMO Council and BPI Network.
San Jose is often forgotten thanks to the bright lights and picturesque landscapes of its neighbor to the north, San Francisco. With its proximity to technology giants across the Silicon Valley and its infrastructure ready to support the businesses of tomorrow, San Jose sought to differentiate itself from other innovation hubs across the United States, but also around the world. But aside from an old Dionne Warwick song, it seemed few businesses actually "knew the way to San Jose." GlobaFluency was selected as the official agency of record to represt the City of San Jose's Office of Economic Development and was quickly charged with identifying key messaging points, authority leadership platforms and headline grabbing stories to tell the world that San Jose was open for business. Through-out the multi-year engagement, GlobalFluency also worked with various departments across the city, representing various programs and projects from the city's bold Green Vision strategy to its advancements in Green technology through technology showcases and grass-roots community engagement programs.
GlobalFluency quickly aggregated insights and points of view from across the city's government eco-system, crafting a cohesive and dynamic messaging architecture that would allow the various offices, organizations and constituencies across the city to "sing from a single song sheet". The comprehensive "brand vision guide" included key sound bites, data points supporting each message, and key resources individual speakers from the city's Mayor, City Council members and public information resources could quickly access to unify messaging across a complex matrix of influencers. This architecture was later iterated to specify core areas of progress and strategy for the city including green and environmental policy, sports and entertainment, culture and arts, technology and business establishment and international knowledge exchange and connections. GlobalFluency also worked to craft key news-making platforms to position San Jose as a best practice leader in recovery economies and innovation cultures.
- Development of a comprehensive Brand San Jose survey of local business leaders to capture impressions of San Jose
- Primary messaging architecture for City of San Jose; 6 iterations for specific strategies or audiences
- Over 150 articles or feature stories featuring economic growth or business development messages about the City of San Jose in top tier busniess and news outlets
- Over 17+ million daily media impressions per year across digital and print media
- Leveraged CMO Council connections to gain corporate adoption of San Jose messaging architecture for those organizations looking to bring new talent to work and live in the city
Rackable Systems was the small Silicon Valley innovation upstart, taking on tech giants like Dell, IBM and HP to become known as one of the most nimble and tech-forward server manufacturers and developers. But in a crowded market, Rackable Systems quickly realized it needed to differentiate and start new conversations with key influencers and stakeholders if it was to stay out of the highly comoditized price wars the server giants were waging in the data centers. While environmental issues and "going green" had become trendy conversations, few brands were able to tie these practices to business outcomes and revenue optimization. This is where GlobalFluency saw opportunity for Rackable. Through the course of the engagement, Rackable Systems also made the move to acquire Silicon Graphics International (SGI), allowing GlobalFluency to engage in helping update the out-dated SGI brand vision and face and merge the Rackable and SGI brands for both internal and external stakeholders.
GlobalFluency developed a milestone thought leadership initiative, sponsored by SGI and Intel, to combine environmental concern and commitment with rational business management in the data center. The comprehensive Think EcoLogical campaign included a benchmark report that provided the most comprehensive and detailed analysis ever conducted around the state of sustainability and what companies are doing to make improvements in the extended value chain. To continue the dialog, GlobalFluency developed the "Eco IT Monitor", sponsored by SGI, that could calculate cost savings and implications of data center energy consumption based on local weather, specific data center utilization requirements and energy costs. The Eco-IT Monitor, designed, developed and programmed by the in-house GlobalFluency interactive team, was able to provide key benchmarks to IT executives specific to costs, savings and environmental improvements that could be made within their data center environment. A series of go to market creative pieces were also created to supplement the roll out of the Think EcoLogical campaign and establish the connection between environmental consciousness and business management.
- Over 1000 downloads of program reports and whitepaper
- 125 highly qualified leads in first few weeks of Eco-IT Monitor calculator launch
- Video series featuring leading CIOs and senior data center executives discussing the new environmental and business imperatives shaping the data center
- Leads and executive engagement with Sony, Merrill Lynch, GlaxoSmithKline, Intuit, Orange, Citi, McKesson, Disney, Sprint, Yahoo!, Time Warner
- More than 30 prominent media articles on program and launch
Oracle On-Demand was looking to extend its advertising spend beyond just ads. Rather than engage in “expected” conversations through print and digital advertising, Oracle partnered with the Wall Street Journal to launch a campaign to spark demand and dialog between Sales and Marketing executives. By activating resources through the CMO Council, a new conversation was born, highlighting the common needs and requirements of both Marketing and Sales, in a time when the two functions were facing deep divisions and battles for budgets. Seen as a "legacy database provider" in comparison to the upstart cloud darlings at Salesforce, Oracle's On-Demand solution sought to deliver a fresh, new message while activating a very senior level influence base.
The CMO Council, powered by GlobalFluency, established a new affinity network dedicated to delivering content and insights into sales & marketing alignment and integration. A content-rich website was developed, featuring prescriptive directions and best practices to leverage customer data via CRM platforms to better align sales needs with marketing campaigns. Global workshops and key executive dialogs were hosted by the CMO Council, presenting keynote presentation from Oracle thought leaders, serving as expert voices guiding sales and marketing workshop teams to identify best practices and organizational processes to better align operations around the needs of the customer. All content downloads, event engagements, webcast attendees and research participants were given the opportunity to opt-in for communications from Oracle and were offered exclusive access to Oracle On-Demand solution suites specifically designed for marketing and sales performance.
- 16,000 leads generated
- 2 industry shaping reports
- 6m earned media impressions
- 6 global workshops attended by 25 - 45 key decision makers in Marketing and Sales
- 3 webcasts positioning Oracle as the expert in Sales & Marketing alignment
Symantec was well established in IT circles, recognized as a leader in providing personal and enterprise level security for web and data. To get ahead of any flattening markets and opportunities, Symantec wanted to engage with new stakeholders who could influence decisions to buy within their organization.
Establish the connection between strong brand protection and enterprise data security to consumer perceptions and buying intentions. By drawing in consumer buying intentions in the wake of data breeches and brand security intrusions, a new influencer audience, namely the Chief Marketing Officer, could be brought into the buying process, adding their voice and weight to the IT decision making process. The strategy focused on the development of multuple content products based on primary research across consumer, CMO and IT audiences to establish the connection between revenue performance and brand protection.
- Over 3,000 survey and web conference participants
- Content contributions by 30 leading corporate brand marketers
- Primary research included survey of over 250 senior marketers, 150 non-marketing CXO executives and 2,000 North America and Europe-based consumers
- Achieved over 8,000,000+ global media impressions including significant features in the Financial Times, Wall Street Journal and CNNMoney.com
- Reports generated over 2,000 leads and contacts
- Supplemental report syndication via third party syndicator generated hundreds of qualified downloads and prospect opportunities across both marketing and IT titles
- Initial survey findings quoted in many industry stories leading to measurable impact on web traffic
- Content of study repurposed for strategic value selling by enterprise sales organizations and the channel
- Media event and executive dinner dialog hosted in Tokyo to expand global reach of campaign and introduce Global CMO to hard to reach Japanese executive market
IT transformation had become a “buzz word” as far too many people paid lip service to the idea of transformation, but few offered deep insights and best practices into how market leaders were achieving true change and transformation.
Effectively position key executives as public thought leaders in the Transformation dialog; establish benchmark research to rate the state of IT and data center transformation; initiate peer-to-peer conversations and dialog around key challenges and requirements.
- Designed and developed a new web portal http://transformbiz.org/ supported by an integrated digital campaign to build community and invite participation
- Created thought leadership reports, video content, interviews, infographics, and more to drive market dialog and engagement
- 20,000 unique web site visitors engaged in over 110 conversations
- Hosted three executive roundtables engaging over 60 IT executive leaders in San Francisco, London and Singapore
- Generated more than 6,000 registered downloads of content within a 9-month campaign
- Secured 160 news articles worldwide including CIO, DevOps.com, ComputerWorld, Security Insider, BizTech Magazine and more
From access to clean water, to disease prevention, to education, millions of people around the world are in desperate need of innovative technologies and products that fulfill their basic human needs. While many technologies exist with positive social impact, leveraging and scaling those technologies to reach the last mile is a difficult challenge.
Effectively engage top innovators and technologists in both the private and nonprofit sector in order to establish creative and innovative solutions that can be ruggedized, leveraged, and scaled to address the world's most pressing challenges. Create visually compelling ideation journey via online portal and ideation platform, as well as compelling ads and challenge campaigns to compel top technologists to share solutions that can address the last mile.
- Designed and developed new web portal http://causetech.net/ to showcase feature challenges and highlight top innovative solutions
- Created single-sign on integration into an IdeaScale-supported ideation platform to allow users to easily contribute perspectives and ideas
- Created visually compelling ad campaigns, infographics, and video content to incentivize participation in top global challenges supported by UNICEF Innovation Center
- Over 300 active users on the ideation platform; participation includes posting new ideas, collaborating with others to improve upon those solutions, and voting for top solutions
- UNICEF leaders seek out top solutions showcased on CauseTech portal to leverage and scale those solutions to address the most pressing global challenges facing children around the globe