Marketing Collateral Strategy

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Marketing Collateral Strategy
High Impact gt Flexible gt Buyer Centric
2
One Company - One Collateral Program

• Presentation Goals
• Agree across SBUs to implement a common
  architecture, look and general usage for
  Pegasystems customer facing collateral
• Identify missing collateral types
• E.g. Insurance

3
Developing A Common Base To Meet SBU Needs

• Successful corporate branding and messaging
  requires
• A consistent, cost effective approach to
  collateral, both for company effectiveness,
  efficiency and successful sales efforts
• As our products continue to evolve, so must our
  collateral strategy
• Collateral strategy is based on balancing the use
  of print and electronic mediums

4
Collateral Requirements Align With Corporate
Direction

• Consistent branding across SBUs for share-of-mind
• Effective / targeted product and industry
  messages
• Content and structure matches the buying cycle
• Target the specific needs of each business line
  effectively
• Accurately reflect the sales cycle for BPM
  solutions
• Simplify the collateral selection for each stage
  of the sales cycle
• Change management
• Budgetary consideration
• Reduce printing of materials
• Reduce obsolesce costs

5
Collateral Strategy Criteria

• Life Cycle
• Budget Restrictions
• Media Type (Vehicle)
• Stage of Sales Cycle
• Prospect preference
• Inverted pyramid hierarchy

6
Collateral Strategy Criteria

• Life Cycle
• Longest shelf life
• information overview
• branding message for company
• 4 color, glossy, offset printed
• Shortest shelf life
• electronic delivery
• can be BW or digital color print
• concise - no redundant information
• address specific, timely customer-centric
  information
• Budget Restrictions
• Media Type (Vehicle)
• Stage of Sales Cycle
• Inverted pyramid hierarchy

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Collateral Hierarchy
Corporate Backgrounder, Market (SBU)
Brochures Longest shelf life High
quality Pre-pipeline, Pre-development
12 - 15 months
More info
Product Suites Moderate shelf life Good quality
print Pre-pipeline, Pre-development, Development
More info
More info
Case Studies Moderate shelf life Electronic,
digital color Development, Analysis, Decision
9 12 months
More info
Solution Brief Moderate shelf life Electronic,
digital color Development, Analysis, Decision
More info
White Papers Moderate shelf life Electronic,
BW, cover color Analysis, Decision
Product Sheets Very short shelf life 1
page Electronic, digital color Pre-development, de
velopment
6 9 months
More info
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Hierarchy of Current Collateral

• Corporate backgrounder

• Company branding / message
• General introduction to company
• Long shelf life
• Printed high quality 4 color
• 1 page
• Pre-pipeline
• Pre-development
• Broad use
• trade shows
• mailings
• RFPs

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9
Hierarchy of Current Collateral

• Corporate/Market (SBU) brochure

• Company branding / message
• General introduction to
• products
• markets
• industries
• technology
• uniqueness of Pega
• Long shelf life
• Printed high quality 4 color
• 8-12 pages
• Pre-pipeline
• Pre-development
• Development

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corporate backgrounder
10
Hierarchy of Current Collateral

• Product Suite (optional)

• Line of business centric
• Addresses specifics of each application (i.e.
  show how solutions fit together).
• Address problem solving, value proposition, SBU
  solution specific
• 4 pages max
• Pre-pipeline
• Pre-development
• Development
• Printed high quality 4 color
• Details will change with product development
• New to portfolio

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Hierarchy of Current Collateral

• Case Studies

• Address business issues,
• Target specific customer pain
• problems and specific solutions
• Demonstrates usage of solution and/or technology
• Development, Analysis
• 2-6 pages
• Electronic
• BW or color digital print (on demand)

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Hierarchy of Current Collateral

• Solution Brief

• Address business issues,
• Target specific customer pain
• problems and specific solutions
• Demonstrates usage of solution
• Development, Analysis
• 2-6 pages
• Electronic
• BW or color digital print (on demand)

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Hierarchy of Current Collateral

• White Papers

• Provide concrete specs., technical detail
• Highlight technology, product usage, best
  practice development techniques
• Help with ROI discussions, business case
• Analysis stage
• Decision stage
• 8-20 pages.
• Moderate shelf life
• Electronic for efficient content modifications
• BW or digital color (on demand)

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Hierarchy of Current Collateral

• Product Sheets

• Tailored for each Pega product
• Drilled down to feature details
• - no redundant information
• Pre-Development
• Development
• 1 page.
• Short shelf life
• Electronic for fast content modifications
• Digital color or BW
• Printed on demand

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Marketing Collateral StrategySummary

• Deep portfolio of material mapped to Sales and
  Buying cycle
• Common lexicon facilitates content development
• Pega presents a single company image and message
• Significantly reduced costs without loss of use
• Ability to respond quickly to product detail
  changes
• Eliminated redundant information
• The right information to the right person at the
  right time
• Provides a framework for exceptions handling

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Vehicle
Purpose
When
Who
What
Long shelf life, printed, high quality, 4 color,
8-12pp
Consistent branding, messaging, overview, intro
to company
Pre-Pipeline Pre-Development
All reps
Corporate brochure
4 pp max. Moderate shelf life. Details will
change with product development. Printed.
Addresses specifics of each application Address
objections, competition, value proposition
Pre-development Development
Reps in each SBU
Product Suite
Medium shelf life, electronic POD, 2-6pp. Color
Address business issues, Target specific
features, solutions, to persuade potential
customer
Predevelopment Development Analysis
Tailored for each SBU and specific customer
Case Studies
Reps in each SBU
4 pp max. Moderate shelf life. Details will
change with product development. Printed.
Addresses specifics of each application Address
objections, competition, value proposition
Pre-development development
Solution Brief
8-20 pp. Medium shelf life requires electronic
media POD for efficient content
modifications BW, cover color
Provide concrete specs. Highlight technology,
help with ROI discussions, business case
Analysis Decision
All reps
White Papers
1 page Very short shelf life POD possibly color
specific to applications drilled down to the
most details no need for general info
Pre-development Development
Tailored for each application
Product Sheets