“We're investing in several. The first one would be a digital asset management system. We're looking for a system that will allow us to capture all of our digital assets and then reuse those assets on a global level. The second one is a marketing automation platform. We have invested in a platform and we're starting the see the results. We'll be taking the platform to a subtier of distribution and into social media as well.”
“As our clients continue to market to the individual versus segments, what we see is, there is a tremendous need to build upon demand generation automation technologies. So we have put in the basic functionalities for Unica. We are now invested in Unica Interact. We are also seeing a better need to understand the analytics with all the data that comes together, so we're using our own technology that we're recommending to clients, whether it's SPSS [predictive analytics software] or ILog [business decision management software] to continuously drive what we at IBM call the "science of marketing.' ”
“The biggest investment for b2b will be in mobile. We have increasingly found that our customers want to consume content, which is the center of b2b marketing, in multiple formats beyond just the computer, whether it's tablets or phones or some other way, and they want to get that content streaming. So we will be investing a lot in how we get that content to our customers in whatever format they want it, in the social 2.0, streaming content way they need it.”