MARCOM Strategy Example in a B2B Environment from IBM

IBM's Smarter Planet: A belief, a purpose, a behavior, and an advertising campaign

IBM's Smarter Planet -- a campaign theme that has united the company's mission and marketing for the last five years -- offers marketers a number of lessons in the areas of positioning, advertising, content creation, social behavior and more.

It's not the kind of advertising that regularly makes its way onto the creative journals' top 10 lists. It doesn't necessarily make you want to post it on Facebook or share it with friends. It probably wins more Effies than Cannes. But Smarter Planet is most definitely smart. Brilliant, even. It's a tagline, an ad campaign, a social media program, an attempt to educate customers and influencers, a library of thought leadership, an employee motivational program, and a clearly defined.. [read the rest]

IBM B2B Case Study

IBM Smarter Planet Overview from steven schroth on Vimeo.