IBM's 'Learn-Scope-Select' lead nurturing initiative

IBM is a globally integrated enterprise organisation operating in 170 countries. IBM serves a wide and diverse client base by providing innovative solutions to solve business challenges with an end-to-end portfolio of consulting, technology and services combined with deep business insight.

Slipstream has worked with IBM since 2005, covering numerous IBM solution sets and routes to market. Slipstream, in conjunction with IBM's EBF (Enabling Business Flexibility) division pioneered the development of a lead nurturing programme to enhance IBM's existing demand generation activity.

The programme was based on IBM's 'Learn Scope Select' methodology, championed by IBM's Marketing Transformation Leader. This ongoing nurturing activity has been developed to assist IBM by identifying suspects, prospects and customers and building relationships with them through early engagement and throughout their purchasing cycle.

Slipstream runs nurturing campaigns that continue dialogue with prospects and influences their progression towards selection and purchase.

This process involves allocating long term opportunities into one of three categories depending on where they are in their buying cycle. Leads are categorised as 'Learn' (potential client at the initial stages of a project), 'Scope' (interest in case studies, white papers, conducting research) or 'Select' (interested in comparing and engaging with vendors).