IBM Global Maintenance up-Sell

1. Overview
(click here)
Lead with
Services
(click here)
Campaign
Guidance
(click here)
Reference
Resources
(click here)
Marketing
Resources
(click here)
Maintenance & Technical Support Up-sell
IBM Global Technology Services Marketing kit

2. 2
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Maintenance & Technical Support from IBM
Maintenance and technical support from IBM
IBM offers maintenance and technical support services
that help clients reduce overall support costs while
increasing availability and simplifying management in
their IBM and multivendor environments. IBM leverages
its global support capabilities to deliver support services
when and where clients need it.
Success in business demands a high-performance IT
infrastructure that drives daily operations and business
innovation initiatives. Your clients need reliable support to
help keep their IT infrastructures and businesses running
smoothly, and they need a trusted resource that they can
work with to develop a long-term IT strategy.
Prospects for maintenance and technical support services
from IBM are companies that need to:
• Realize better business value from IT systems while
reducing support costs
• Simplify support for increasingly complex IT
environments
• Minimize downtime risks, protect against outages and
resolve problems quickly
• Accelerate time to value for new IT investments
• Help improve staff productivity by automating or
eliminating time-consuming support tasks.
Helping clients drive growth and innovation with a trusted
support resource
The maintenance and technical support services service product
line provides integrated, rapid, reliable and proactive solution
support services as well as automated technical support. These
services are designed to help increase IT system availability and
optimize post sale hardware and software support in clients’
complex, multivendor environments. Through these services,
clients can achieve top-line business growth and improve the
overall performance of their IT infrastructures.
Driving opportunity by going beyond basic support
In today’s uncertain economic times, it’s important to take every
opportunity to retain and extend relationships with existing
customers. It’s not a new strategy, but now more than ever, up-
selling to existing customers may be “low-hanging fruit” that can
bring shorter sales cycles and immediate profit increases. It’s
crucial for your customers' IT system to be available around the
clock.
Be proactive with your customer to help keep their systems
operating at peak performance with premium support services
including:
• IBM Hardware Maintenance Services - maintenance for IBM
and non-IBM products
• IBM Hardware Maintenance Services − maintenance
enhancements – microcode support
• IBM Software Support Services – Enhanced Technical
Support
• IBM Software Support Services - Support Line
• IBM ServicePac for Essential Support for System x and
BladeCenter servers

3. 3
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Maintenance & Technical Support– Lead with Services
IBM Hardware Maintenance Services - maintenance for
IBM and non-IBM products
Offers a range of customizable hardware support services
for IBM and multivendor systems to help clients resolve
hardware issues quickly and conveniently. We can also
manage your client’s maintenance and support needs by
drawing on our extensive infrastructure and deep technical
expertise. Expand your opportunities by up-selling beyond
base support – providing clients more hours and faster
response times. Learn more: ibm.com, Partnerworld
IBM Hardware Maintenance Services − maintenance
enhancements – microcode support
Microcode support can help clients by identifying and
updating microcode versions during planned preventive
maintenance of the client environment. This service,
available with IBM maintenance contracts, offers an
integrated microcode maintenance approach across IBM
System x™, System p™, System i™, Power™ Systems
and System Storage™ platforms. Learn more: ibm.com,
PartnerWorld
IBM Software Support Services – Enhanced Technical
Support
IBM Software Support Services – Enhanced Technical
Support is designed to provide an integrated, proactive
approach to support high-availability, complex IT
environments. A designated team of technical support
services specialists can work as a remote extension of
your client’s IT staff. Using proprietary analytical tools, the
team monitors their IT environment, including hardware,
software and systems, and provides direction and advice
based on ongoing reports. Learn more: ibm.com,
PartnerWorld
IBM Software Support Services - Support Line
Support Line offers telephone or electronic access to our
highly-trained technical support specialists, who can serve
as your client's one source for remote software support
services. Support Line services from IBM provides a single,
comprehensive resource to solving common issues with
operating systems, popular productivity applications
software, virtualization software and System x servers and
TotalStorage devices. Learn more: ibm.com,
PartnerWorld
IBM ServicePac for Essential Support for System x and
BladeCenter servers
Designed to provide a single source for your clients
System x and BladeCenter® hardware and software
support needs. By offering this support in a single package,
clients will no longer need to sign separate agreements or
select multiple coverage options to provide a complete
solution. Learn more: ibm.com, PartnerWorld
To view all services available to IBM Business Partners visit the
PartnerWorld Services site at www.ibm.com/partnerworld/services.
Not all services are available in all geographies. Please refer to your IBM
Business Partner Exhibit to determine which services are specifically
enabled in your geography.

4. 4
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Business Continuity and Resiliency Services
Resource/ Offer / Tactic
Build
Awareness
Create
Demand
Progress
to Close
Maintenance and Remote Technical Support Services Brochure 
Enhanced Maintenance and Support in a Dynamic Infrastructure White Paper

IDC Flash Video on Multi-vendor Support Flash  
Dispelling the Myths of Maintenance Flash  
Premium Support Services campaign assets - Campaign Designer 
MTS Infrastructure Value Statement Client Presentation  
To access these resources on PartnerWorld Services click here
Maintenance & Technical Support– Marketing Resources
By teaming with IBM, Business Partners have access to marketing resources that will increase their ability to generate sales
opportunities. These resources are designed to help progress opportunities from awareness of available solutions to demand
generation and ultimately to close. Resources include white papers, podcasts, direct mail, interactive marketing, and event based
tactics. All designed to arm your organization with the right tools to increase momentum and ultimately expand revenue potential.

5. 5
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Plan the Campaign
Establish
campaign
objectives
Set clear objectives for that can be measured at the
completion of the tactics
Determine call
to action and
offer
Select a compelling and actionable action and offer that
provides value. Resources are provided in the marketing
section of this kit.
Select an email
template
Select or create an email template – choose from easy to
use templates from IBM or leverage the suggested text
provided in the Reference Resources
Customize
your template
Customize with targeted message and offer, including –
strong framing sentence, offer details, call to action,
details about your firm, and solution value
Determine
demand
generation
strategy
Select an email marketing tool that fits your needs, i.e.
Campaign Designer from IBM. Also consider the best
source for your recipient list.
Determine lead
progression
steps
Create a strong pipeline by establishing clear lead
progression steps, i.e. – provide whitepaper, progress to
online demo, secure face to face meeting, submit
proposal. Offers in the Marketing Resource section of
this kit can be leveraged in a progression plan.
Campaign Guidance – Email Marketing
Email marketing can be a cost effective, flexible marketing tactic that is highly targetable and trackable. Executed correctly it can
be a powerful component of a multi-touch marketing campaign. With resources from IBM it is easy to develop an email marketing
campaign that provides targets with a compelling offer and value proposition. Add the use of tools like Campaign Designer and
eMail list services from IBM and you can jump start your marketing efforts.
Tips for creating an email that catches
the attention of your audience
• Make the subject line count and
avoid terms like “free” that are
caught by filters.
• Write short, concise copy with lots of
white space and paragraphs of 1-2
sentences.
• Include the click-through link in the
first or second paragraph.
• Get to the point quickly, use the first
paragraph to sum up the problem,
solution and offer.

6. 6
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Execute Campaign and Progress to Close
Execute
progression
plan
Ensure rigor around the progression plan, well executed
multi-touch campaigns will improve success and
maximize the return on investment
Contact all
responders
The best opportunity to qualify a response is within the
first 48 hours.
Document
qualified leads
Track and document all qualified leads for the targeted
services as well as associated services in order to
measure success. Leverage IBM Global Partner Portal
or other locally approved tool to document leads
generated through use of IBM co-marketing funds.
Measure
success
Quantify the campaign success – return versus
investment, revenue generated, leads generated etc.
Campaign Guidance – Email Marketing
Top 5 Check list for Email Marketing
Campaigns
 Chose a concise, compelling subject
line
 Make sure your message and offer
appear in the top third of the email
window
 For best list purchase response,
choose a targeted list from a known
industry publication.
 Increase response rate by doing a
2nd or 3 round of email or other
tactics to your list
 Progress all registrants through the
sales process. Plan out the series of
actions a prospect would take to
bring them from interest to purchase
decision.

7. 7
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Plan the seminar
Set clear
objectives
Build relationships, educate, gain leads, qualify leads,
etc.
Determine
content
Solution specific (Security), or by theme (Success as
the Economy Recovers). Leverage presentations from
IBM and IBM solution subject matter experts as
speakers for your event.
Drive
attendance
Consider offering an incentive - a white paper, free
assessment, or a small personal gift. Contact IBM Rep
for IBM branded items.
State the call
to action
Compelling call to action that participants can act on
immediately or shortly after the close of the event –
ensure the call to action is supported by a solid
progression plan.
Provide
support
materials
Create a “take-home kit” that reinforces the message,
include: seminar agenda, presentations, information
about speakers, and business cards. Many resources
available in this kit.
Campaign Guidance – Seminars and Events
Seminars are an effective and affordable way to deliver messages about the benefits of your products and services to a targeted
audience. Seminars that highlight trends, give industry insights, and demonstrate solutions are the most effective. Multiple
formats can be leveraged including traditional seminars, webcasts and tele-seminars and should be selected based on the event
objectives. IBM provides presentations and resources to support your efforts, including making subject matter experts available
to act as speakers for your event.

8. 8
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Administer the seminar
Scheduling Consider objectives, format, time zones, day of
week, and synergy with other events when
selecting day and time.
Location Consider locations that will help build credibility –
such as IBM Briefing Centers, or that will drive
attendance – such as local restaurant or
attraction. Take into account accessibility and
parking.
The Invitation Send a well crafted invitation 4-6 weeks before
the event and supplement the invitation with a
multi-touch campaign that uses multiple
communication vehicles.
The room Consider need for registration process, AV
equipment, demonstration equipment, etc.
Follow-up Plan for multi-touch follow-up activities including –
evaluations, thank you letter, follow-up calls.
Measure
success
Quantify the event’s success – return versus
investment, revenue generated, skills
transferred, etc.
Campaign Guidance – Seminars and Events
Key considerations for planning a
seminar or event
 Set measurable objectives as the
first step in planning the event
 Bring content to life through guest
speakers, client testimonials, and
hands-on demonstrations
 Designate a resource to handle
event logistics to make sure the
event runs smoothly
 Don’t reinvent the wheel – seek out
IBM marketing resources that you
can build on to execute your
seminar

9. 9
Overview
Lead with
Services
Campaign
Guidance
Reference
Resources
Marketing
Resources
GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
Maintenance & Technical Support– Additional Resources
Looking for additional resources to help you sell Maintenance & Technical Support from IBM. Here is a listing of some
additional resources that you will find helpful in driving opportunities in our recovering economy.
Learn more about Maintenance & Technical Support from GTS
To learn more about Maintenance & Technical Support from GTS access the online training – MTS Training Page
or visit the GTS Maintenance & Technical Support PartnerWorld Landing Page.
Additional marketing resources from IBM
Campaign Designer – customize high-quality brand and solution specific campaign materials with your firm’s
identity and solution message. Learn more
Marketing with IBM on PartnerWorld – access additional resources from IBM to aid in your marketing efforts
including tools to help you understand competition and build a marketing plan. Access now
Midmarket Smarter Planet Messaging and Templates - co-marketing assets created to promote solutions, product
offerings or an event. They have been specifically designed for the midmarket audience to generate new
leads, shorten sales cycles and improve your bottom line. Access campaign for Reduce Cost
Web content syndication tool - improve your Web presence at no additional cost by including self-updating
syndicated Web content from IBM. Learn more

10. 10 GTS Marketing Kit – Maintenance & Technical Support ibm.com/partnerworld/services
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Published in the United States of America
January 2010
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