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案例简介：简介: IBM 创造了 IT 外包市场; 该公司在新的商业模式下遭遇了进入者的激烈竞争，但由于其在欧洲市场的广泛存在，它仍然处于领先地位, 卓越的技术能力、强大的品牌及其在交易治理和研发投资等领域的能力。但由于形象问题，IBM 的市场份额正在输给竞争对手: IBM 被认为是一家古老的学校外包提供商。 IBM 针对比荷卢的大型企业 (500 多名员工) 的首席信息官 (首席信息官) 发起了一场一对一的运动，他们是企业和 IT 之间的桥梁,组织中 IT 的最高负责人。CIO 始终致力于将 IT 与业务结合起来，降低成本并优化效率。那么，考虑到首席信息官很难联系到，IBM 如何传达采购信息呢？由于目标受众的姓名和地址非常少，IBM 选择了一个非常直接的媒介: 发送高影响力的邮件，并邀请他们参加高级 CIO 活动。为了帮助 CIO 以高效简单的方式获取信息，IBM 开发了一本有声读物，其中包含关于外包的陈述和采访。如果他们想知道更多，一个额外的光盘，包括相关的白皮书，使它成为可能。信息是向 IBM 的专家和首席信息官学习如何通过收听音频书籍和订阅独家首席信息官活动从采购中受益。所有的活动吸引了比预期更多的与会者: 与 25 人的目标相比,结果是 34。在活动期间，发送了 286 个邮包，实现了对 12% 目标的平均 5% 的响应。销售部门跟进后，该活动产生了 227% 的额外回报。

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案例简介：SUMMARY:IBM created the IT outsourcing market; the company encounters fierce competition from entrants with new business models, yet remains in a leading position thanks to its widespread presence in the European market, excellent technical capabilities, a powerful brand and its capabilities in areas such as deal governance and R&D investment. But IBM was losing market share to competitors due to its image problem: IBM is known as an old school outsourcing provider.IBM created a one-to-one campaign targeted at CIOs (Chief Information Officers) of large enterprises (500+ employees) in the Benelux who are the bridge between business and IT, the highest responsible person for IT in the organization. The CIO always aims to align IT with business, reduce costs and optimize efficiency. So how could IBM get the sourcing message across considering that the CIO is very hard to reach? Because of the very small target audience known by name and address, IBM chose a very direct medium: sending a high impact mailing and inviting them to high level CIO events.To help the CIO with information in an efficient and easy way, IBM developed an audio book with statements and interviews on outsourcing. If they wanted to know more, an extra CD including relevant white papers made it possible.The message was to learn from IBM experts and fellow CIOs how to benefit from sourcing by listening to the audio book and subscribing to an exclusive CIO event.All the events attracted more attendees than expected: against a target of 25, the result was 34. During the campaign, 286 mail packs were sent and an average response of 12 % against a 5 % objective was realized. Followed up by the sales department, the campaign generated extra returns that exceeded expectations by 227 %.