IBM Cloud Services

CHALLENGE:  IBM Cloud Services sought to establish a deeper connection with diverse technology buying groups through empathy, thought-leadership and a merchandized solutions experience that empowered complex consideration journeys.

SOLUTION:  Full-funnel content campaigns featured human “empathy vignettes” around challenges, research-driven thought leadership around the latest market trends, and demos featuring game-changing cloud management platforms.

RESULTS:  Repeatable activation models drove powerful engagement and were scaled across a rolling series of solution launches. +35% pipeline year-over-year.

MANIFESTO VIDEO featured 3 paths across Migrate, Integrate, Innovate, helping customers explore challenges and solutions across the portfolio of services. These paths were introductions to SALES PLAYS that fueled the field and drove to deeper solutions across cloud migration, cloud management, cloud brokerage, IT resilience, application modernization, DevOps and more.

Confident Move to Cloud RESEARCH was commissioned by the team, presented in a thought leadership POV and promoted with interactive pages and snackable derivative assets.

TREND VIDEOS showcased research take-aways in a visual-first manner designed for use at events, social media and webpages.

INFOGRAPHICS across each path featured consumable visualizations of research to entice additional learning and consumption of thought leadership.

In-depth DEMOS showcased the technology features, dashboards, use-cases and more. For instance, IBM Multi-Cloud Management Platform featured demos for dedicated consoles around Consumption, DevOps, and Governance showcased the full range of capability within a single, integrated platform.