Transcript Title Collateral Presentation

Marketing Collateral Strategy
High Impact > Flexible > Buyer Centric
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
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
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
Collateral Strategy Criteria
• Life Cycle
• Budget Restrictions
– Media Type (Vehicle)
• Stage of Sales Cycle
– Prospect preference
• Inverted pyramid hierarchy
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 B&W 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
Collateral Hierarchy
Corporate Backgrounder, Market (SBU) Brochures
Longest shelf life
High quality
More info
Pre-pipeline, Pre-development
12 - 15
months
Product Suites
More info
Moderate shelf life
Good quality print
Pre-pipeline, Pre-development, Development
Case Studies
Moderate shelf life
Electronic, digital color
Development, Analysis, Decision
9 – 12 months
More info
More info
Solution Brief
Moderate shelf life
Electronic, digital color
Development, Analysis, Decision
More info
White Papers
Moderate shelf life
Electronic, B&W, cover color
Analysis, Decision
6 – 9 months
Product Sheets
Very short shelf life 1 page
Electronic, digital color
Pre-development,
development
More info
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
• RFP’s
back
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
back
corporate backgrounder
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
back
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
• B&W or color digital print (on demand)
back
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
• B&W or color digital print (on demand)
back
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
• B&W or digital color (on demand)
back
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 B&W
• Printed on demand
back
Marketing Collateral Strategy
Summary
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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
What
Who
When
Purpose
Vehicle
Corporate brochure
All reps
Pre-Pipeline
Pre-Development
Consistent branding,
messaging, overview,
intro to company
Long shelf life, printed,
high quality,
4 color, 8-12pp
Product Suite
Reps in each SBU
Pre-development
Development
Addresses specifics of
each application
Address objections,
competition, value
proposition
4 pp max. Moderate
shelf life. Details will
change with product
development. Printed.
Case Studies
Tailored for each SBU
and specific customer
Predevelopment
Development
Analysis
Address business
issues, Target specific
features, solutions, to
persuade potential
customer
Medium shelf life,
electronic POD, 2-6pp.
Color
Pre-development
development
Addresses specifics of
each application
Address objections,
competition, value
proposition
4 pp max. Moderate
shelf life. Details will
change with product
development. Printed.
Provide concrete
specs. Highlight
technology, help with
ROI discussions,
business case
8-20 pp. Medium shelf
life requires electronic
media POD for efficient
content modifications
B&W, cover color
specific to applications
– drilled down to the
most details – no
need for general info
1 page
Very short shelf life
POD possibly color
Solution Brief
Reps in each SBU
White Papers
All reps
Product Sheets
Tailored for each
application
Analysis
Decision
Pre-development
Development