Handout Trainee Guidebook

Enterprise Marketing Performance
Global Marketing Platforms
Marketing Automation Training

for Demand Programs Professionals
Tactic execution in Collaborate
MAT 5.0 December 2014
2014 IBM Corporation
MAT Training: Tactic Execution in Collaborate

Table of Contents
Presentation materials...........................................................................................5
Navigating MAT Collaborate ...............................................................................63
Reactive tele (WW Response Tele) ....................................................................77
Reactive internet banner (WW Attract Tactic Registration) .................................87
Response-triggered proactive email (Response Proactive Email) ......................95
Proactive direct mail (Proactive Mail from List) ................................................131
Proactive email (Proactive Email from List) .......................................................143
Proactive tele (Proactive Tele from List)............................................................181
Response-triggered proactive tele (WW Response Tele) .................................189
Nurture stream test emails (Proactive Email from List) .....................................193
Nurture stream set-up (WW eNurture Not Scope) .............................................213
Reactive events (WW Attract Flex Routing) ......................................................219
Customizing MAT Collaborate ...........................................................................229
Enterprise Marketing Performance: Global Marketing Platforms
Course focuses on how to set up and execute campaigns in MAT

Course assumes completion of prerequisite education
Marketing Tools Overview
Campaign Design Package Principles
Introduction to MAT
Importance of offers in campaign execution
Course does not cover

Details on information available to LDRs in MAT Leads module
How to review performance of tactics and campaigns
Information on Marketing initiatives that may impact MAT set-up
Hands-on training prepares you to execute campaigns in MAT
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Reiterate MAT tools suite & capabilities

Understand MAT terms & definitions
Review critical inputs to MAT execution
Explore MAT Collaborate module
Register a MAT training campaign & recognize best practices
Review special considerations
Outline related resources, courses & next steps
MAT 5.0 - December 2014
MAT Training for Demand Programs Professionals
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Outline related courses, resources and next steps
Marketing Automation Tool is part of broader Marketing tools suite

INTEGRATED PROCESS
PLAN
EXECUTE
C&SP
Planning
Portal
MTP
MFR
EST
CTEBA
CTEBA
Nomination
Invitee
GRP
AST
DEC
IWM
MAM
&
MAM
Central
MANAGE
MAT
modules
Sales
Connect
Core
metrics
Sunrise
MRP
Covario
Marketing Automation Tool also known as MAT
CDPM
Marketing tool
MARS
Sales tool
Tools utilized by multiple Marketing roles

Some tools are used only in specific scenarios (i.e. asset management, events)
Tools depicted are managed by a variety of organizations within Marketing
Mix of tools & functions provided can be expected to change over time
Page 6 of 231
MAT integrates with sales and other marketing systems

EST
CDPM
MARS
Registration capture
IWM
GRP
MAT
SalesConnect
CRM Siebel
AST
Other: MAT File

Import Tool
MDb
1.
2.
3.
4.
5.
6.
(& DEC, Event Import Tool)
MAT sends tactic code data to EST for inclusion in event marketing briefs
MAT receives data from registration capture systems to record responses and initiate follow-up
MAT pulls audience data from the MDb for proactive tactics and in support of LDR calls
MAT passes data to sales management systems for opportunity management
MAT shares data with MDb for recording and data analysis
MAT sends data to CDPM for tactic & campaign performance; MARS for campaign & program results
MAT optimizes campaign execution

Presents offers dynamically
DeliversEnables
offers on IBM web
pages based on visitor
offers
preferences and customized
decision rules
Automates follow-up tactics
Automates delivery of predefined follow-up tele, multi-touch
Automates
nurture
and/or single email
tactic(s)
to responders
follow-up
tactics
Handles follow-up for unintended
responses via tactic codes set
up especially for that purpose
MAT
Executes proactive tactics

Supports proactive direct mail,
email or tele tactic execution
Executes
Requires target audience list
proactive
tactics
using MDb and/or
MAT data
Applies audience governance
policies
Captures responses
Consolidates data from
registration capture systems
Captures
Captures unintended
responses
responses
via tactic codes
set up for that purpose
Classifies offers stored in a MAT Offer Library
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Generates tactic codes for execution and reporting
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Six MAT modules work together to deliver marketing campaigns to market

and share information about clients interests and behaviors
Captures responses
Automates follow-up
Executes proactive tactics (tele)

Automates follow-up (tele)
Leads
Collaborate
eMessage
Campaign

Automates follow-up
Presents web offers
dynamically
Classifies offers
Generates tactic codes
Marketing
Operations
Interact
Presents web offers

dynamically
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MAT Campaign & Collaborate comprise multiple entities

MAT Campaign
MAT Collaborate
Form
On-demand
Campaign
using list
On-demand
Campaign
using response
history
Campaign
Summary
List
Template
On-demand
Campaign
attract tactic
Flowchart
List
Offer
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MAT Campaign stores campaign summaries and flowcharts

MATCampaign
Campaign
MAT
MAT Campaign
MAT term
A Campaign Summary is defined at the

country & Campaign ID levels in Campaign
Campaign ID equates to MPID for BATgenerated tactic codes and first five (5)
positions of MAT-generated tactic codes
Campaign Summary inherits campaign
descriptive data from MAT Marketing
Operations
The flowcharts which support audience
selection for the tactics in a campaign are
associated to the Campaign Summary for
that campaign
Stored in folders organized by IMT &
program
Flowchart
Flowcharts store the logic required to

select contacts from the MDb and/or MAT
response history to create a list
Flowcharts can be run manually or
scheduled
Flowcharts can be used to execute a tactic
from within MAT Campaign
Campaign
Summary
Flowchart\
Description
Campaign
Summary
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A MAT Campaign flowchart is made up of multiple process boxes that

define and segment target audiences
Flowchart content
Select audience
Apply suppression/permission
Apply exclusions
Logic in Main Audience box:
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MAT Collaborate receives target audience list data from Campaign

MAT term
Form
Description
MAT Collaborate
Forms are automatically

created when a flowchart in
MAT Campaign is published
to MAT Collaborate
Forms are used to create list
templates
Form
List
Template
List
List templates are used to

create lists
List templates may include
user variables (prompts)
which support the creation of
multiple lists from the same
list template
A List is a group of contacts
gathered based on a predefined set of characteristics
Lists associated with an Ondemand Campaign specify
contacts who will be targeted
by that tactic
Lists generated are stored in
MAT proper, not in the MDb
On-demand
Campaign
using list
List
Template
using response
history
On-demand
Campaign
attract tactic
List
Offer
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On-demand
Campaign
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MAT Collaborate provides On-demand Campaigns to execute tactics

MAT term
On-demand
Campaign
(ONDC)
Also known
as
Collaborate
Shared
Template
Offer
Description
Defined as a series of
screens intended to guide the
user through tactic
registration & activation
Supports tactics with
proactive, follow-up or attract
intent
One ONDC per tactic code &
country
Audiences for an ONDC may
be based on a pre-defined
list or response history
All tactics executed through
or gathering responses in
MAT must be registered &
activated using an ONDC
MAT Collaborate
On-demand
Campaign
Form
using list
List
Template
An offer is a call to action or

proposition presented to the
tactics audience
At least one offer required for
all tactics
Offers can be shared across
more than one tactic, WW
campaign or program
On-demand
Campaign
using response
history
On-demand
Campaign
attract tactic
List
Offer
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Nine ONDCs support common execution scenarios

Tactic type /
Interaction
method
Proactive
Direct Mail
<geo> Proactive Mail

from List
Electronic
<geo> Proactive Email

from List
Electronic Nurture
Response-triggered
Proactive
In-scope
Response-triggered
Proactive
Not Scope
<geo> Response
Proactive Email
<geo> Response
Proactive Email
WW eNurture In
Scope
WW eNurture Not
Scope
<geo> Proactive Tele

from List
WW Response Tele
WW Response Tele
Executed from MAT

Campaign (not
Collaborate template)
WW Response Tele
WW Attract Tactic
Registration
WW Attract Flex
Routing
Web-based
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Reactive
WW Attract Tactic
Registration
WW Attract Flex
Routing
Event
Tele
QRG
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Collaborate Shared Templates can be global or regional in nature

All Geos
WW Attract Flex Routing
WW Attract Tactic Registration
WW Response Tele
WW eNurture In Scope
WW eNurture Not Scope
Geo-specific (aligned by MDb)
Proactive Email from List
Proactive Mail from List
Proactive Tele from List
Response Proactive Email
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MAT system tables store information on clients targeted with a tactic

and/or responding to a tactic
Contact history
Data table which records all tactics
delivered to a contact from MAT
CONT_CH_V houses contact history
data for prior three months
CONT_CH_V_12MO houses contact
history data from prior twelve months
Content of MAT contact history table is
fed to CRM Siebel & Marketing
Database (MDb)
If prior three months data is sufficient for
your purposes, using CONT_CH_V will
be more efficient than querying the
larger data table
Contact history data older than 12
months has been archived
To access archived data, contact the
Marketing Systems support desk
Response history
Data table which records data such as
name, contact details and offer(s)
accepted when a contact completes a
registration form on IWM or GRP
Data table also records registration data
uploaded from third-party providers
CONT_RHIST houses response history
from prior twelve months
Content of MAT response history table is
fed to CRM Siebel & MDb
Response history data older than 12

months has been archived
To access archived data, contact the
Marketing Systems support desk
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Campaign design package drives successful campaign execution

Campaign
map with
tactics, tactic
codes &
offers
presented
Tele
resource
organization
enablement
package for
tele tactics
Target
audience
definition
for proactive
tactics
Creative for
direct mail &
email tactics
Campaign Design Package

provides critical inputs to
MAT execution
Scenariospecific
elements for
web-based
tactics
Event
resource kits
for event
tactics
Offer
details for
campaignspecific
offers
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Mailing
information
details for
direct mail &
email tactics
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Campaign map is a visual depiction of a campaigns design

Created by Demand Programs Professional
Campaign map depicts planned tactics for a stated period of time. Some may
have entered the market in a prior quarter & still be active. Others may be
new this quarter. Ongoing campaign may span multiple campaign maps
Campaign map supports

Tactic set-up
& generation
Tactic
execution
Improved response
follow-up
Trusted source for

tactic execution
activities in MAT
Trusted source for

tactic set-up &
tactic code
generation in MAT
Accelerates response
follow-up and supports
sophisticated nurturing
scenarios
Enhanced
collaboration
Facilitates
communication between
stakeholders and
supports vendor partner
collaboration
Campaign map depicts how tactics in a campaign align with one another
In MAT, the tactics are linked together as shown on the campaign map
MAT knows what tactic to deliver and when based on the linkages depicted
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Example final campaign map supports campaign execution

3Q 2014 R037 Social Business / SB Optimize Your Work Experience with Social/ SB1, SB2
R037002W
Google search
R037003W
Twitter Presence
Paid search (W)

Reactive
Social media (W)

Reactive
BR_MTS overview
IWM
IWM
BR_MTS overview
SB_Follow-up Call (call me)
Third-party
R037001W
Google banner
Banner advertising (W)
Reactive
In-scope follow-up
Campaign owner:
Maxine Gillett/UK/IBM
BR_MTS overview
R037036T
Tele to attendees
Post-event call to attendees (T)
Response-triggered Proactive
R037001T
Call to web responders
SB_Meeting with Sales
Call request fulfillment (T)

Reactive
Audience List
R037015E
Thank you for attending email
SB_Call Request Fulfillment
Single follow-up email (E)

R037001E
Event Invitation Email
R037003M
One day IBM event
SB_Event Materials
Face-to-face event (M)

Reactive
SB_Event Registration
GRP
GRP
Event invitation (E)

Proactive
R037016E
Sorry youve missed email
SB_Event Breakout Sessions

SB_Event Demonstrations/ Exhibits
SB_Event Materials
Non-responders
Audience List
R037003E
Focus nurture touch 1
R037004E
R037005E
R037017T
Call to nurture responders
Nurture email series (E)



Response follow-up (T)

OD_Interactive flash
CS_Metlife Ltd
24 hours
AR_IDC vendor profile

Touch 1 + 7 days
IWM
WP_Business
resilience & risk
IWM
IWM
Unsolicited email (E)

Proactive
IWM
R037002E
Second-chance email
Touch 2 + 7 days
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Any Touch
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Executing campaigns requires knowledge of campaign design concepts
Tactic Name
Designation
Nurture
Stream
Considerations
Interaction
Method
Values
Registration
Capture
Systems
Available
Tactic Type
Designation
CampaignSpecific
Offers &
Generic Offer
Types
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Interaction
Method &
Tactic Type
Alignment
Audience
Governance
Implications
Interaction Method and Tactic Type designation on campaign map

facilitates execution
Interaction method values
Designates how the message will be delivered into the marketplace
Reflected in the tactic code format and dictates the tactic type value
Divided into nine sets: Advertising, Direct Mail, Electronic, Event, Inside Sales, Public Relations, Sales Channel,
Tele, Web-based
Multiple values for Electronic, Event, Tele & Web-based tactics
Tactic type values

Categorizes the tactic based upon the motivation for its delivery to the audience
Proactive: Content delivered according to the campaign design; audience did not ask for the content
Response-triggered Proactive: Content delivered according to the campaign design; delivery prompted by
response to a prior tactic in the campaign
Reactive: Content delivered only when requested by the audience or when a specific action taken by the audience
Interaction method & tactic type alignment

Appropriate tactic type designation automatically computed based on interaction method value selected
Electronic example: Event invitation is proactive; Single follow-up email is response-triggered proactive
Tele example: Contact Discovery is proactive; Response follow-up is response-triggered proactive; Call request
fulfillment is reactive
Interaction method and tactic type combination determines Collaborate Shared Template to complete in MAT
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Nurture streams can be process-driven or client-driven
Nurture
Stream
Considerations
Process-driven nurture three-touch nurture delivers a series of three

follow-up email tactics within a defined time period
Client-driven nurture custom nurture continues interactions with clients
based on their interests and needs
Nurture stream delivery is based on contacts response to prior tactic
Designated as Response-triggered Proactive Tactic Type
Designated as Nurture email series Interaction Method value
Three-touch nurture considerations
- Email tactics delivered within 3-15 days
- Follow-up tele to nurture steam responders either after any touch or last touch
Custom nurture considerations

- Client stays in nurture stream by exhibiting positive behaviours
- Business rules and nurture steam design determine next best offer presented
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Campaign map depicts registration capture systems

IBM Web Membership (IWM)
Registration
Capture
Systems
Available
Web-based contact registration capture

Can imbed links to IWM form in web-based & email tactics
Can publish URL for IWM form on advertising, direct mail,
public relations tactics
Event enrollment/registration tools (GRP & AST)

Event enrollment & attendance recording for IBM-led events
Virtual Event Center (VEC) feeds data from IBM-led virtual events to GRP
Third-party event registration data uploaded via Event Import Tool to GRP
feeds to EST & MAT
Third-party registration capture

Registration capture managed outside IBM
Data provided to IBM by the third-party organization
Examples: web-based tactics such as social media & content syndication
Registration capture system not shown on tele tactics call outcome captured in MAT Leads
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Offer selection underpins successful tactic execution

Single call to action presented by a tactic
CampaignSpecific
Offers &
Generic Offer
Types
A single offer can be presented on multiple tactics (example: a whitepaper can

be promoted both on an IBM webpage and via social media)
Categorized by offer type
Examples: White paper, brochure, event registration, follow-up call
Campaign-specific vs. generic offers
Each offer is either a campaign-specific offer or a generic offer:
Offer
Campaign-specific relates to an individual asset (example: Ricoh customer case study)

Generic used for event- and tele-related tactics only
Included on campaign map and registered in MAT

Offer set-up in MAT required for campaign execution
Direct mail, email & attract tactics can present multiple offers
Tele tactics are limited to one offer
Special rules for organic web tactics
Since they present so many offers & the offer mix changes frequently, specify
one offer on organic web tactics
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Each offer is categorized by offer type

Campaign-specific offer types
Analyst Research (AR)
Article (AT)
Assessment (AS)
Audio only recording
MP3 other (AO)
Book (BK)
Brochure (BR)
CD ROM (CD)
Catalog (CT)
Client Reference Guide (CG)
Customer Case Study (CS)
Data Sheet (DS)
eBook (EX)
Executive Brief (EB)
Flyer (FL)
Incentive (IN)
Infographic (IG)
Information Kit (IK)
Interactive Online Tool (OT)
Magazine (MA)
Newsletter (NL)
Online Demo (OD)
Performance Benchmark (PB)
Podcast downloadable to smart
devices (PS)
Poster (PT)
Resource Center (RC)
Screensaver (SS)
ServicesTrial (ST)
Software Download (SD)
Solution Brief (SB)
Solution or Product Guide (SP)
Survey (SY)
Training Course (TC)
Video (VD)
Web seminar live (WL)
Web seminar - podcast / flash
archived (WA)
White paper (WP)
Widget Download (WD)
Generic offer types

Event-related generic offers
Event Breakout Sessions (EK)
Event Briefings/ 1:1 Meetings (EM)
Event Demonstrations/ Exhibits (ED)
Event Hospitality/Networking (EH)
Event Hosted Tours (ET)
Event Materials (EV)
Event Registration (ER)
Event Speakers (ES)
Virtual Conference or Event (VE)
Tele-related generic offers
Call Request Fulfillment (CR)
Follow-up Call (FC)
Meeting with Sales (MT)
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Understanding audience governance is critical to campaign map design

IBMs ability to deliver marketing messages is governed by a
mix of country-specific legal restrictions & corporate policies
Audience
Governance
Implications
Permission/
Suppression
Scope of
Transaction
Rules that ensure

adherence to country
data privacy laws and
require IBM to manage
marketing message
delivery based on an
account or clients
willingness to receive
(permission) or desire
to avoid (suppression)
marketing messages
Corporate policy which

permits delivery of a
single follow-up tactic
to a contact marked for
suppression under
specific circumstances
Touch
monitoring
Local policies that

control the interval
between and number of
proactive tactics which
can be delivered to a
contact in a designated
period of time
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Critical inputs to MAT execution: Campaign design package

Campaign map
Depicts the following
Framework program
Campaign name
Group value
Quarter & year timeframe
Campaign owner Notes ID
Chronological tactic flow
Tactic codes & names
Interaction method values
Tactic type
Offers presented
Registration capture systems
Target audience lists
In-scope follow-up label
Tactics for non-responders
Nurture delivery intervals &
follow-up tele approach
Target audience
definition
Mailing information
details
Creative for email &

direct mail tactics
Describes (in words)

target audience for each
proactive tactic
Designates accounts &
contacts to
include/exclude
Basis for target audience
selection from the MDb &
MAT data tables
Sent from display name &

subject line may be
predefined by WW team
Other mailing information
details determined locally
Email: reply-to email,
salutation, test email, seed
lists, delivery & reminders
DM: mail house, PO box
Email: HTML and/or txt

format in .zip file
Direct mail: Print-ready
copy & graphics
Content may be predefined
for WW campaigns
Content must comply with
creative standards & file
standards for MAT upload
Campaign-specific offer
details
Scenario-specific
Tele resource
elements for web-based organization enablement
tactics
for tele tactics
Designate offer version

name & code, buyers
journey stage, offer type,
tactic usage
Event resource kits for

event tactics
Assets for pre-event,
onsite & post-event use
Strategy & agency

statement of requirements
for content syndication
Strategy, keyword list, topranking IBM sites &
external domains for paid
search
Set up offer version code
in registration capture
systems
Tele organization selection

generally a local decision
Forecasted call volume by
tactic code and country
Call guide: call objective,
messaging, offers & lead
validation criteria
Defined success criteria &
metrics
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Separate MAT environments provide unique functions

Training environment (TRAIN)
Production environment (PROD)
I/T environment used for Basic and

Intermediate Campaign, Collaborate and
Unica Specialist MAT training courses
Day to day working environment used to

execute tactics
Sign on with student ID and password
Sign on with IBM intranet ID & password
Contains limited database of contacts in five

US states (no live link to MDb)
Links to region-specific MDb instance

(Americas, Asia-Pacific, Europe)
Functions & scenarios illustrated are not USspecific they are relevant worldwide
Implemented globally (few exceptions in some

IMTs)
Not linked to other MAT modules or marketing

systems
Links to EST, MDb, other MAT modules

Feeds data to MDb, other MAT modules,
reporting tools and sales management
systems
Screen layouts & selectable data values

comparable to PROD
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Hands-on exercise: MAT sign-in & navigation
Hands-on
Sign-in process
Sidebar navigator
Home screen components
Add & Explore links
Navigation tools
Actions menu
Warning icons
Options menu
Online help
Screen menu bar icons
Look for/Find functions
Tabs & icons
Logout
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2
3
4
5
6
7

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A training campaign is designed to illustrate specific MAT capabilities
Not an actual campaign, but a realistic example of one

Used to demonstrate iterative campaign mapping
Reflects 2013 program, campaign, tactic code format, interaction method values
Does NOT reflect execution changes as a result of Data-Driven Marketing
services
Acknowledges prerequisite tasks outside MAT
Includes a mix of proactive, response-triggered proactive & reactive tactics
Contains a variety of tactic interaction methods
Tele, Direct Mail, Electronic, Event, Web-based
Collectively, these five vehicles represent 94% of tactics delivered globally
Training platform will reflect current program, campaign, tactic code format,
interaction method values after v9 upgrade
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A training campaign conveys a typical client experience featuring

multiple touch points
Clicks on
Google banner
Receives
information via post
Completes IWM registration
form and requests IBM call
Accepts offer on website by

completing IWM registration
form; requests IBM call
Receives call from LDR
Receives call from LDR

Receives follow-up email
Registers for event
Receives tactics to
register for Statespecific event
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Attendees & no-shows

receive post event follow-up
via email; responds to email
Receives
confirmation call
prior to event
Attends event
Attendees
receive followup call
Receives follow-up call

Page 21 of 231
Lotus Peak Performance Campaign page 1 of 2

Social Business - SB Exceptional Work Experience 2Q13
101UT01D
Peak Mailing
Direct Mail + Dimensional
Package
Proactive
101UT01W
Google banner
Web-based + Internet Banner
Reactive
SB_Follow-up_Call (call me)
IWM
101UT01E
Peak Performance Update
Electronic + Single follow-up
e-Mail
Response-triggered
proactive
BR_Brochure
IWM
IWM
IK_Information_Kit
Campaign owner:
Maxine Gillett/UK/IBM
101UT01T
Tele to banner CALL ME
requests
Tele + Call Requested on
W-Code Response
Reactive
101UT02T
Tele to Peak Mailing CALL
ME requests
Tele + Call Requested on DCode Response
Reactive
SB_Call_Request_Fulfillment
SB_Call _Request_Fulfillment
MAT Campaign + MAT Collaborate
MAT Collaborate
IK_Information_Kit
WP_White_Paper
In-scope follow-up tactic
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Lotus Peak Performance Campaign page 2 of 2

Social Business - SB Exceptional Work Experience, 2Q13
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03T
Booster tele
Tele + Pre-event
Registration/Confirmation
Proactive
101UT08T
Confirmation tele
Tele + Pre-event
Response-triggered proactive
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Tele + Follow-up on M-Code
Response
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04T
Booster tele
Tele + Pre-event
Proactive
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05T
Booster tele
Tele + Pre-event
Proactive
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06T
Booster tele
Tele + Pre-event
Proactive
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT07T
Booster tele
Tele + Pre-event
Proactive
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
SB_Event_Registration
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
GRP
Denver
CO
* Attendees
& No-shows
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IWM
All
Locations*
SB_Event_Breakout
Sessions
SB_Event
Demonstrations
101UT07E
Post-event nurture touch 1
Electronic + e-Nurture e-Mail
101UT08E
101UT09E
101UT18T
Tele to post-event nurture
Tele + Follow-up on E-Code
Response
OD_Online_Demo
WP_White_Paper
CS_Customer_Case_Study
Page 22 of 231
Maximize efficiency by registering tactics in MAT in a specific order

Campaign design depicts tactics in chronological order
Register each collection of related tactics in MAT
Follow-up tele to nurture stream responders, then nurture stream
Follow-up tactic, then proactive tactic using that follow-up
Follow-up tactic, then attract tactic using that follow-up
Designate one/more offers on all tactics
Follow-up tactics must be registered in MAT before registering proactive or attract

tactics using that follow-up
38
Lotus Peak Performance Campaign (partial)

Social Business - SB Exceptional Work Experience
2
101UT01W
Google banner
Reactive
IWM
IK_Information_Kit
INTERNET BANNER & FOLLOW-UP

1. Reactive follow-up tele to Google
banner responders who accept call
me offer
2. Reactive Internet Banner
1
101UT01T
requests
W-Code Response
Reactive
No response-triggered follow-up to
Internet Banner responders who
requested only the information kit, but
they could be included in the target
audience for the event invitation
Collaborate shared template

List + Collaborate shared template
39
Page 23 of 231

3
DIRECT MAIL & FOLLOW-UP
101UT01D
Peak Mailing
Package
Proactive
IWM
BR_Brochure
101UT01E
e-Mail
Response-triggered
proactive
IWM
IK_Information_Kit
101UT02T
ME requests
Reactive
1. Reactive follow-up tele to direct

mail responders who accept
call me offer
2. In-scope response-triggered
proactive follow-up email to all
direct mail responders
3. Proactive Direct Mail
WP_White_Paper

SB_Call _Request_Fulfillment
40

1
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
GRP
Denver
CO
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03T
Booster tele
Tele + Pre-event
Proactive
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04T
Booster tele
Tele + Pre-event
Proactive
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05T
Booster tele
Tele + Pre-event
Proactive
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06T
Booster tele
Tele + Pre-event
Proactive
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT07T
Booster tele
Tele + Pre-event
Proactive
DRIVE TO EVENT
1. Proactive email invitations
2. Proactive tele booster calls


41
Page 24 of 231

New
York
NY
EVENTS & SURROUND TACTICS

proactive tele to all nurture
stream responders
2. Not-scope three-touch nurture
stream to all event attendees
proactive confirmation tele to
all event registrants
proactive tele to all event
attendees
5. Reactive event as attract tactic
Miami
FL
Dallas
TX
Phoenix
AZ
GRP
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
SB_Event_Breakout_Sessions
SB_Event_Demonstrations SB_Meeting with Sales
42
IWM
All
locations
101UT01M
New York - Event
Event + Seminar
Reactive
1
101UT07E
Post event nurture touch 1
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response
MAT naming convention helps users to easily identify their work

Campaign Summary
CampaignID_CampaignName
101UT_PeakPerformance (BAT-generated) or R0010_ILSmarterCities (MAT-generated)
Flowcharts & Forms
Scope_Programshortname_CampaignID_FlowchartNum_FlowchartDesc
US_SB_101UT_PeakPerformance_FC1_PeakMailing
List Templates
Scope_Programshortname_CampaignID_TemplateDesc
US_SB_101UT_101UT01E
US_SB_101UT_Invitations
Lists
Scope_Programshortname_TacticID_TacticName
In training, users
US_SB_101UT03T_BoosterCallNYC
preface their entries
On-demand Campaigns
with their initials.
Scope_Programshortname_TacticID_TacticName
US_SB_101UT03T_BoosterCallNYC
Nurture Streams
Scope_Programshortname_StreamName
US_SB_PostEventNurture
Do NOT use initials in

your entry names in
MAT Production.
43
Page 25 of 231
A special naming convention exists to support multi-country execution

Most MAT naming conventions incorporate scope in the MAT entrys name
Represents the geographic scope of the tactics execution
Generally refers to the country in which the tactic is executing
Use two-character ISO-standard country code
Naming convention allows for a broader statement of scope for teams for whom
MAT has been programmed to support execution across multiple countries from a
single MAT entry
Multi-country execution
On-demand Campaign scope
US & Canada
NA
Australia & New Zealand
ANZ
Belgium & Luxembourg
BNL
UK & Ireland
GB
MAT entries for any single-country tactic execution within North America, ANZ,
Benelux or UKI should use the two-character country code in the scope
44
Hands-on exercises illustrate how to execute tactics in Collaborate
Reactive tele (WW Response Tele)

Reactive internet banner (WW Attract Tactic Registration)
Response-triggered proactive email (Response Proactive Email)
Proactive direct mail (Proactive Mail from List)
Proactive email (Proactive Email from List)
Proactive tele (Proactive Tele from List)
Response-triggered proactive tele (WW Response Tele)
Nurture stream test emails (Proactive Email from List)
Nurture stream set-up (WW eNurture Not Scope)
Reactive events (WW Attract Flex Routing)
Customizing Collaborate
45
Page 26 of 231

46
Lotus Peak Performance Campaign

2
101UT01W
Google banner
Reactive
IWM
IK_Information_Kit

1. Reactive tele to Google banner
responders who request Call me
101UT01T
requests
W-Code Response
Reactive
No response-triggered follow-up planned to

internet banner responders who requested only
the information kit, but they can be included in
the target audience for the event invitation.

47
Page 27 of 231
Reactive Tele 101UT01T

Outside Collaborate
Tele + Call Requested on W-code Response
Reactive tactic type
Generate tactic code
Identify tele resource organization
Brief tele resource organization
101UT01T
requests
W-Code Response
Reactive
In Collaborate
Add an On-demand Campaign
WW Response Tele shared template
Designate country & campaign
Designate tactic scope as reactive
Designate tactic code & offers
Activate tactic (pending incoming responses)
Responses trigger transfer to Leads
LDR sees 101UT01W as source in Leads
LDR can override tele suppression for reactive follow-up tele
48
Reference: Collaborate Shared Templates
Hands-on
QRG
WW Response Tele: Vehicle-specific considerations
Does not require a list Designed to deliver T-code based on response to prior tactic
Single template supports three delivery scenarios for follow-up tele
Reactive: Account/contact-level suppressions & touch monitoring bypassed; all contacts are included
In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of
transaction' guidelines
Not-scope response-triggered proactive: All applicable audience governance rules are applied
Enables use of single follow-up tele for multiple tactics in the campaign
Permits execution based upon acquisition company client database contact
permissions/suppressions (defaults to IBM permissions/suppressions)
Designate one offer to be presented in the call
Can designate nurture stream for responders
T-coded contact records routed to designated tele resource organization
Routing rules in Leads determine allocation to individual LDRs
Calls executed from Leads module
Activation does not trigger immediate delivery of follow-up tele, MAT delivers contact
records to Leads when responses to prior/source tactic come in
49
Page 28 of 231

50

2
101UT01W
Google banner
Reactive
IWM
IK_Information_Kit

1. Reactive tele to Google banner
responders who accept Call me offer
101UT01T
requests
W-Code Response
Reactive
No response-triggered follow-up planned to

internet banner responders who requested only
the information kit, but they can be included in
the target audience for the event invitation.

51
Page 29 of 231
Internet banner attract tactic 101UT01W
101UT01W
Google banner
Reactive
IK_Information Kit
In Collaborate
WW Attract Tactic Registration shared template
Select tactic code & offers
Specify follow-up tele to Call me responders
52
Captured in IWM
Outside Collaborate
Coordinate banner creative
Set up IWM form for response capture
Hands-on
QRG
WW Attract Tactic Registration: Vehicle-specific considerations
Supports reactive attract tactics

Activation ensures attract tactics responses are captured in MAT
Specify tactic code & offers presented
Designate same follow-up tele to all responders
Leave default None if no tele follow-up to responders is planned
Select a T-code to designate follow-up tele tactic to be delivered to responders
Selected T-code must already be registered/activated in MAT
Designate if follow-up tele is to call requests only or all responders

Designate tele resource organization
Can designate nurture stream to all responders
Can designate follow-up tele to nurture responders
Activate Collaborate entry pending incoming responses
Response follow-up limited to follow-up tele & nurture stream
Use geo Response Proactive Email template to trigger email to responders
53
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54

3
101UT01D
Peak Mailing
Package
Proactive
IWM
BR_Brochure
101UT01E
e-Mail
Response-triggered
proactive
101UT02T
ME requests
Reactive
IWM
1. Reactive tele to direct mail

responders who accept Call
me offer
proactive follow-up email to all
direct mail responders
IK_Information_Kit
WP_White_Paper

55
Page 31 of 231
Reactive tele 101UT02T

Outside Collaborate
Tele + Call Requested on D-Code Response
In Collaborate
WW Response Tele
Designate tactic scope as reactive
101UT02T
ME requests
Reactive
Used WW Response Tele in earlier

exercise. In the interest of time, Ondemand Campaign entry has
already been created for 101UT02T.
Responses trigger transfer to Leads

LDR sees source tactic code in Leads
LDR can override tele suppression for reactive follow-up tele
56

3
101UT01D
Peak Mailing
Package
Proactive
IWM
BR_Brochure
101UT01E
e-Mail
Response-triggered
proactive
1. Reactive tele to direct mail

responders who accept Call
me offer
proactive follow-up email to
all direct mail responders
101UT02T
ME requests
Tele + Call requested on DCode Response
Reactive
IWM
IK_Information_Kit
WP_White_Paper

57
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Response-triggered proactive email 101UT01E
101UT01E
e-Mail
Response-triggered
proactive
Captured in IWM
Outside Collaborate
Electronic + Single follow-up e-Mail
Response-triggered proactive tactic type
Coordinate email creative (per creative standards)
Validate/proof creative content
Define mailing information details
IK_Information_Kit
In Collaborate
Geo Response Proactive Email
Select acquisition preference code or default to All IBM
Upload email creative
Complete Mailing Information tab
Test email creative & log approval including approvers
Set-up target start/end dates and designate daily recurrence
Triggers follow-up email delivery to all direct mail tactic responders
WP_White_Paper
58
QRG
Response Proactive Email: Vehicle-specific considerations
MDb-specific versions for Americas, Asia-Pacific, Europe

Does not require a list MAT identifies recipients based on response history
Drive email delivery (E-code tactic) to responders to a prior tactic (tactic source code)
Web responses, event attendees or event no-shows
Emails sent as a single batch or over a period of time depending upon response expectations
URL links in an email are active for a 60 day period (7 days only for test emails)
Designate in-scope or not-scope delivery

In-scope: contacts suppressed for email will be included under scope of transaction guidelines
Not scope: contacts suppressed for email will be excluded from tactic audience
Supports creative upload into MAT eMessage in .txt and/or .html formats
Permits email execution based upon acquisition company client database contact
Designate one or more offers
Designate mailing information including test email recipients
Trigger delivery of test emails & log approval including approvers
Can designate follow-up tele and/or nurture stream for email responders
Activation does not trigger immediate delivery of the follow-up emails; MAT delivers followup emails when responses to prior/source tactic come in
59
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Hands-on
QRG
Response Proactive Email: Mailing Information Details
Sent from (display name)

Reply to (email address)
Subject line
Salutation format (if applicable)
Test email recipient names & email addresses (internal & external for DPP)
Test email approvers
Use of seed lists is not appropriate since every response would trigger delivery of another
copy of the tactic to the seed list
Use of reminders in not enabled since reminders are delivered at a designated date/time
which cannot be predetermined for response-triggered tactics
60
QRG
Response Proactive Email: Workflow

Test email approval
Pause ONDC, Set Test Email approval status to Finished, add actual start/end dates & approvers
Set daily recurrence

Description
Batch response capture
Ongoing response capture
Example tactic
Event attendees
Web-based responses
On-demand Campaign status
Pause ONDC: On hold
Pause ONDC: On hold
Run to send email to all test recipients
Set to Skipped
Set to Skipped
Test email approval
No changes
No changes
Run to send followup email
No changes
No changes
Prepare for recurrence
Set to Skipped
Set to Skipped
Daily run Status tab
Set to Skipped
Set to Pending
Daily run Recurrence tab
Set Frequency to Daily
Set Frequency to Daily
Set Ending End by date
Set Ending to Infinite or set End by

date
Update to In progress
Update to In progress
Set Target Start/End 12 hours out
On-demand Campaign status

61
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62
Direct mail 101UT01D
101UT01D
Peak Mailing
Package
Proactive
BR_Brochure
In Collaborate
Review list and refresh if more than 24 hours old
Geo Proactive Mail from List
Select target audience list
Designate desired follow-up to responders
Identify mail house & mailing information
Activate tactic to produce mail list export file
Ensure mail house collects data file within 10 days
63
Captured in IWM
Outside Collaborate
Direct Mail + Dimensional Package
Proactive tactic type
Submit target audience data list request to DbM
Coordinate direct mail creative
Page 35 of 231
QRG
Proactive Mail from List: Vehicle-specific considerations

Supports proactive direct mail execution
Requires audience list using data from MDb and/or MAT tables
Permits direct mail execution based upon acquisition company client database contact
Can designate follow-up tele for responders
Refresh target audience list no less than 24 hours before use
Mail house name and include/exclude post office box prompts
Produce mail list export file for vendored mail house use
(writes D-code to contact history)
Stores mail list export file on IBM secure server
Sends email notifications to designated vendor & MAT user
Mail vendor must retrieve file within 10 days; older files are removed
64
Hands-on
QRG
Proactive Mail from List: Mailing Information Details

Mail house name
Include contacts with PO box addresses (yes/no)
65
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66
Invitations emails 101UT02E-101UT06E

Outside Collaborate
Electronic + Invitation to Event
Generate five (5) tactic codes
Coordinate email creative (creative standards)
Set up event brief in EST
Enable event registration capture in GRP
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
67
Captured in
GRP
Page 37 of 231
Invitations emails 101UT02E-101UT06E
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT02E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT03E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT04E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT05E
Invitation email
Electronic +
Invitation to Event
Proactive
101UT06E
Invitation email
Electronic +
Invitation to Event
Proactive
68
Captured in
GRP
In Collaborate
Review DbM-generated list(s)
Geo Proactive Email from List
Select acquisition preference code or default to All
IBM
Test email creative & log approval including
approvers
Trigger delivery & schedule reminder
Repeat for each of five invitations
QRG
Proactive Email from List: Vehicle-specific considerations

Used to upload reusable seed list into MAT eMessage
URL links in a proactive email & reminder email are active for a 60 day period each
URL links in a test email are active for 7 days only
Designate whether/not to send reminder email
Refresh audience list no less than 24 hours before use
Trigger or schedule email delivery (writes E-code to contact history)
Schedule optional reminder email delivery (up to 21 days after initial delivery)
69
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Hands-on
QRG
Proactive Email from List: Mailing Information Details

Subject line
Reminder email subject line (if applicable)
Internal seed list name
Delivery timing: local date/time
Reminder delivery timing: local date/time (up to 21 days after initial delivery)
70

71
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Booster tele 101UT03T-101UT07T

Outside Collaborate
Tele + Pre-event Registration/Confirmation
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT03T
Booster tele
Tele + Pre-event
Proactive
101UT04T
Booster tele
Tele + Pre-event
Proactive
101UT05T
Booster tele
Tele + Pre-event
Proactive
101UT06T
Booster tele
Tele + Pre-event
Proactive
101UT07T
Booster tele
Tele + Pre-event
Proactive
72
Captured in
GRP
In Collaborate
Refresh list if more than 24 hours old
Geo Proactive Tele from List
Designate tele resource organization
Activate to transfer contact records to Leads
Repeat for each of five booster tele tactics
New
York
NY
Hands-on
QRG
Proactive Tele from List: Vehicle-specific considerations

Supports proactive tele execution
Template does not apply audience governance or prompt user to refresh list
Audience governance logic must be applied in the flowchart used to create the list
Target audience list must be refreshed no less than 24 hours before it is used
Contact records routed to designated tele resource organization

(writes T-code to contact history)
DPP designates tele resource organization in Collaborate template
Routing rules in Leads determine allocation of T-codes to individual LDRs
73
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74

New
York
NY
EVENTS & SURROUND
GRP
proactive tele to nurture stream
responders
2. Not-scope response-triggered
proactive nurture stream to event
attendees & no-shows
proactive tele to event registrants
(follow-up on invitation email or
booster tele that generated
enrollment)
proactive tele to event attendees
5. Reactive events as attract tactics
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
IWM
All
locations
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
75
101UT18T
Response
Page 41 of 231
Response-triggered proactive tele 101UT18T

Outside Collaborate
Tele + Follow-up on E-Code Response
101UT18T
Response
In Collaborate
WW Response Tele
Designate tactic scope as In Scope
76
Hands-on
QRG
WW Response Tele: Vehicle-specific considerations
Does not require a list Designed to deliver T-code based on response to prior tactic
Single template supports three delivery scenarios for follow-up tele
Reactive: Account/contact-level suppressions & touch monitoring bypassed; all contacts are included
In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of
transaction' guidelines
Not-scope response-triggered proactive: All applicable audience governance rules are applied
Enables use of single follow-up tele for multiple tactics in the campaign
Permits execution based upon acquisition company client database contact
T-coded contact records routed to designated tele resource organization
Routing rules in Leads determine allocation to individual LDRs
Activation does not trigger immediate delivery of follow-up tele, MAT delivers contact
records to Leads when responses to prior/source tactic come in
77
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78

New
York
NY
EVENTS & SURROUND
GRP
responders
proactive nurture stream to
event attendees & no-shows
enrollment)
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
IWM
All
locations
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
79
101UT18T
Response
Page 43 of 231
Nurture stream test emails 101UT07E, 101UT08E, 101UT09E

Outside Collaborate
Generate three (3) tactic codes
Coordinate email creative (3)
Set up IWM form(s) for response capture
In Collaborate
Geo Proactive Email from List
Select acquisition preference code or
default to All IBM
Test email creative & log approval
including approvers
Change status to Cancelled
Repeat for each of three touches
101UT08E
101UT09E
OD_Online_Demo
WP_White_paper
80
Captured in
IWM
101UT07E
QRG
Proactive Email from List: Vehicle-specific considerations

Requires audience list using data from MDb and/or MAT tables (not applicable for nurture emails)
Used to upload reusable seed list into MAT eMessage (not applicable for nurture emails)
URL links in an email are active for a 60 day period (7 days only for test emails)
Designate whether/not to send reminder email (not applicable for nurture emails)
Can designate follow-up tele for responders (not applicable for nurture emails)
Can designate nurture stream for responders (not applicable for nurture emails)
Refresh audience list no less than 24 hours before use (not applicable for nurture emails)
Trigger or schedule email delivery (writes E-code to contact history, not applicable for nurture emails)
Schedule optional reminder email delivery (up to 21 days after initial deliver, not for nurture emails)
When used for nurture creative upload & approval, cancel entry in MAT to ensure E-code is selectable in
Touch fields on WW eNurture shared template
81
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Hands-on
QRG
Proactive Email from List: Mailing Information Details

Subject line
Reminder email subject line (not applicable for nurture emails)
Internal seed list name (not applicable for nurture emails)
Delivery timing: local date/time (not applicable for nurture emails)
Reminder delivery timing: local date/time (up to 21 days after initial delivery)
Not applicable for nurture emails
82

83
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Nurture stream set-up 101UT07E, 101UT08E, 101UT09E

In Collaborate
WW eNurture Not Scope
Select acquisition preference code or default to All IBM
Select tactic codes & offers
Specify touch 1, 2, 3 intervals
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
84
Captured in
IWM
101UT07E
QRG
WW eNurture Templates: Vehicle-specific considerations
Does not require a list MAT identifies recipients based on response history
Designed to deliver a series of three sequential email (E-code) tactics
Permits nurture email execution based upon acquisition company client database contact
Nurture email creative uploaded and tested in geo Proactive Email from List
URL links in a nurture email are active for a 60 day period (7 days only for test emails)
Separate templates for in-scope and not-scope delivery
Supports one/more offers presented for each touch in the series
Nurture stream spans 3-15 days depending on delivery intervals selected
Touch 1 sent 1-24 hours after response is logged in MAT
Touch 2 sent 1-7 days after Touch 1 was sent
Touch 3 sent 1-7 days after Touch 2 was sent
Response to Touch 1 does not influence delivery of Touch 2

Response to Touch 2 does not influence delivery of Touch 3
OPPTY creation does not influence delivery of three touches
Post-event nurture streams will be sent to both attendees & no-shows and therefore must
be delivered as not-scope
85
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QRG
WW eNurture In Scope: Vehicle-specific considerations
Supports in-scope response-triggered proactive delivery
Touch monitoring & high touch club logic is not applied

Account-level suppression is applied to all three nurture touches
Contact-level suppression is not applied to Touch 1, but is applied to Touch 2 and Touch 3
Touch 1 must stand alone for contacts with contact-level suppression, who will therefore not receive
Touch 2 or 3
Re-use across tactics in the same campaign or campaigns in the same program is not practical since
under scope of transaction policy, Touch 1 text must explicitly reference prior response
WW eNurture Not Scope: Vehicle-specific considerations
Supports not-scope response-triggered proactive delivery

Touch monitoring & high touch club logic is not applied
Account & contact-level suppression is applied to all three touches
Contacts suppressed for email will not be delivered any of the three touches
Can be utilized by multiple tactics in the same campaign

Can be utilized by multiple campaigns supporting the same profile
86
Hands-on
QRG
WW eNurture: Mailing Information Details

Touch 1 subject line
Use of seed lists is not appropriate since every response would trigger delivery of another
copy of the tactic to the seed list
Use of reminders in not enabled since reminders are delivered at a designated date/time
which cannot be predetermined for response-triggered tactics and reminders would cross
paths with follow-on touches in the nurture stream
Nurture email creative uploaded and tested in geo Proactive Email from List templates
Geo Proactive Email from List cancelled prior to WW eNurture template set-up
87
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88

3
New
York
NY
EVENTS & SURROUND
GRP
responders
enrollment)
IWM
All
locations
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
89
101UT01M
New York - Event
Event + Seminar
Reactive
101UT18T
Response
Page 48 of 231

3
New
York
NY
EVENTS & SURROUND
GRP
responders
proactive tele to event
registrants (follow-up on
invitation email or booster tele
that generated enrollment)
IWM
All
locations
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response
90

Confirmation tele
In-scope follow-up to event registrants
Tele + Pre-event Registration / Confirmation
Tele resource: ibm.com (AG)
MAT: WW Response Tele
Used WW Response Tele in earlier exercise. In the
interest of time, On-demand Campaign entries have
been created for all five confirmation tele tactics
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
101UT09T
Confirmation tele
Tele + Pre-event
101UT10T
Confirmation tele
Tele + Pre-event
101UT11T
Confirmation tele
Tele + Pre-event
101UT12T
Confirmation tele
Tele + Pre-event
GRP
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
91
Page 49 of 231

New
York
NY
EVENTS & SURROUND
GRP
responders
enrollment)
proactive tele to event
attendees
IWM
All
locations
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
101UT13T
Post-event tele
Response
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
101UT18T
Response
92

Post-event tele
In-scope follow-up tele to event attendees
Tele + Follow-up on M-Code Response
Tele resource: ibm.com (AG)
MAT: WW Response Tele
Used WW Response Tele in earlier exercise. In
the interest of time, On-demand Campaign entries
have been created for all five post-event tele tactics
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT13T
Post-event tele
Response
101UT14T
Post-event tele
Response
101UT15T
Post-event tele
Response
101UT16T
Post-event tele
Response
101UT17T
Post-event tele
Response
93
Page 50 of 231

New
York
NY
EVENTS & SURROUND

responders
Miami
FL
proactive nurture stream to
event attendees & no-shows
Dallas
TX
Phoenix
AZ
Denver
CO
5. Reactive events as attract

tactics
IWM
All
locations
GRP
enrollment)
101UT08T
Confirmation tele
Tele + Pre-event
101UT01M
New York - Event
Event + Seminar
Reactive
101UT13T
Post-event tele
Response
101UT09T
Confirmation tele
Tele + Pre-event
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT14T
Post-event tele
Response
101UT10T
Confirmation tele
Tele + Pre-event
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT15T
Post-event tele
Response
101UT11T
Confirmation tele
Tele + Pre-event
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT16T
Post-event tele
Response
101UT12T
Confirmation tele
Tele + Pre-event
101UT05M
Denver - Event
Event + Seminar
Reactive
101UT17T
Post-event tele
Response
101UT07E
101UT08E
101UT09E
OD_Online_Demo
WP_White_Paper
94
101UT18T
Response
QRG
WW Attract Flex Routing: Vehicle-specific considerations

Creation of attract entry ensures capture of incoming responses
Supports follow-up tele to responders using Q&A or pre/post event data
Designate if follow-up tele is to call requests only or all responders
Designate tele resource organization or Sales (routed outside MAT)
Enter up to seven (7) routing rules

Rule 8 routes all remaining responses
Rules 1 and 8 are required
Can designate nurture stream delivery (with or without follow-up tele) to all
responders
For events, nurture stream will be delivered to both event attendees and registrant no-shows
Activate Collaborate entry pending incoming responses
Deliver single email to responders using geo Response Proactive Email

95
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Collaborate Shared Template: WW Attract Flex Routing
QRG
Follow-up tele routing for attract tactics using web response capture
Use When Question Starts with, And Answer Starts with
And Response Type is Web Response
Follow-up tele routing for attract tactics using pre/post event data
Leave When Question Starts with, And Answer Starts with blank
Designate pre-event or post-event status in And Response Type is
96

Response Type Values
QRG
Pre-Event \ Cancelled (ID 42)

Value indicates contact enrolled for the event,
but has since cancelled that enrollment
Pre-Event \ Confirmed (ID 41)

Value indicates contact is enrolled for the event
Use of the term confirmed does not indicate
whether/not the contact has been targeted for or
received a pre-event confirmation call
Any Response Type

Default value in the field
Web Response (ID 25)

Indicates responses data came from web
response capture form (IWM)
Used with any attract tactic using web
response capture form
Attended (ID 23)

Post-event value indicates contact attended the
event
Registered (ID 22)

Post-event value indicates contact was enrolled
for the event, but did not attend
97
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Reactive events 101UT01M-101UT05M

Outside Collaborate
Event + Seminar
Complete event briefs in Event Solution
Tool (EST)
Coordinate event logistics
Post-event: record attendance & close
event in GRP
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT01M
New York - Event
Event + Seminar
Reactive
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT05M
Denver - Event
Event + Seminar
Reactive
SB_Event
Demonstrations
98
Captured in
GRP
SB_Event_Breakout
Sessions

In Collaborate
New
York
NY
Miami
FL
Dallas
TX
Phoenix
AZ
Denver
CO
101UT01M
New York - Event
Event + Seminar
Reactive
101UT02M
Miami - Event
Event + Seminar
Reactive
101UT03M
Dallas - Event
Event + Seminar
Reactive
101UT04M
Phoenix - Event
Event + Seminar
Reactive
101UT05M
Denver - Event
Event + Seminar
Reactive
SB_Event_Breakout
Sessions
99
SB_Event
Demonstrations
Captured in
GRP

Specify routing rule to trigger pre-event
confirmation tele to event registrants
Specify routing rule to trigger post-event
follow-up tele to event attendees
Designate nurture stream to event attendees
& no-shows
Specify follow-up tele to nurture stream
responders
Repeat for each of five events
Page 53 of 231
Hands-on
Specify tele routing to trigger pre-event confirmation tele to event registrants
Status Pre-Event \ Confirmed

101UT08T for New York event 101UT01M
101UT09T for Miami event 101UT02M
101UT10T for Dallas event 101UT03M
101UT11T for Phoenix event 101UT04M
101UT12T for Denver event 101UT05M
Specify tele routing to trigger post-event tele to event attendees
Status Attended
101UT13T for New York event 101UT01M
101UT14T for Miami event 101UT02M
101UT15T for Dallas event 101UT03M
101UT16T for Phoenix event 101UT04M
101UT17T for Denver event 101UT05M
Not-scope nurture stream to event attendees & no-shows

In-scope response-triggered proactive tele to nurture stream responders
100
Attract Flex Routing can be used for various response types

Event example
Event registration form asks clients to state
priority in provisioning services: Software
or infrastructure
Pre-event confirmation calls are distributed
to different tele resource organizations
based on priority stated on the form
QRG
Web-based example
Internet banners web registration form
captures clients industry & presents call
me, case study offers
Follow-up calls to responders distributed to
different tele resource organizations based
on the contacts stated industry
R001012W
Yahoo Banner
Banner advertising (W)
Reactive
R001001M
Agility & Speed Event
Face-to-face event (M)
Reactive
IWM
SB_Event_Breakout
Sessions
R001001T
Tele to confirm event
attendance
Pre-event reminder (T)
R001004T
Tele to CALL ME requests
Call request fulfillment (T)
Reactive
R001005T
Follow-up tele
Response follow-up (T)
ER_Event Registration
101
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102
Hands-on
Setting default views

Standard views
My On-demand Campaigns
On-demand Campaigns Created by Me
103
Page 55 of 231
1
2
3
4
5
6
7

104
Program teams should understand some special considerations

when working with MAT
Direct mail tactics
Visit the Marketing Automation wiki for guidance on using the

geo Default Mail Vendor value in the mail vendor field
Web organic tactics
Visit the Marketing Automation wiki for guidance on registering

offers & capturing responses for web organic tactics
Scope of
transaction policy
Monitor policy limit of one in-scope follow-up per response

Policy adherence is the responsibility of the DPP, not MAT
Visit Campaign Design Package Principles education for more
information
Response flow into

MAT
Responses automatically flow into MAT according to a predetermined schedule
Unintended
responses
Capture all responses for your geography/program by

registering tactics to capture unintended responses
End-to-end
execution in
Campaign
Recognize flexibility of MAT by understanding execution

scenarios to be handled directly out of Campaign module
105
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Responses automatically flow to MAT and are passed onto other systems
Multiple response capture tools
feed data to MAT
MAT
RESPONSE
CAPTURE
SalesConnect /
CRM Siebel
eMessage
Manage creative
Campaign
Set up lists and

support end-to-end
tactic execution
Collaborate
Deliver common
tactic execution
scenarios
Leads
Execute proactive
telemarketing and
follow-up tele
IWM
GRP
Create touch
record
AST
Other:
MAT
file
import
Update/create
contact record
Update/create
response record
MDb
CDPM
Create OPPTY
IWM: Hourly
GRP/AST: Daily on weeknights
MAT File Import Tool: 3x day
Data goes through basic

matching logic & stored in MAT
Response data sent from MAT
to sales tools via MII
(All times US Eastern)
Europe data at 5:30 AM
AP/Japan data at 9:30 AM
Americas data at 10:30 AM
MII process or Data Entry and

Enhancement Team addresses
unmatched records
Response data passed from
sales tools to geo MDb at
midnight local server time
T-coded contact records sent to
Leads hourly
106
Registration capture systems require specific set-up to ensure

responses are captured by MAT
IWM
GRP / AST
File Import
Tool
Default is a W-code to support web organic access

Special attention required to ensure IWM form credits drive-to tactic
Utilizes MAT offer version code to credit tactic with correct offer accepted
Set up with Functional use field value of Marketing
Must capture data necessary to deliver follow-up tactics
Responses loaded into MAT hourly; follow-up generally 3-5 hours later
Event tactic code inserted in event registration GRP link in invitation emails
LDRs are trained to enroll attendees in events via GRP
Third-party event registrations uploaded via GRP Event IMPORT Canister
Face/face, virtual & third-party event data feeds EST & MAT
Event data loaded into MAT in batch job on weeknights
Standard template: Format & upload registration data managed outside IBM
Brief vendors on minimum data required, including notice & choice data
Requires valid BAT or MAT-generated tactic code & MAT offer version code
Captures contact data, profiling data and notice & choice preferences
Responses loaded daily: 3.30AM, 11.30AM, 7.30PM US Eastern
Data validation ensures registration data can be passed to other systems
107
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Unintended responses occur when responses created outside of a

campaigns scope and can be captured in MAT for follow-up
Campaign owner determines intended audience & dictates follow-up path for responses
Unintended responses defined as respondents from countries outside the campaign scope
Example: Australian IT Manager attends event whilst on business in London, UK
MAT enables capture of unintended responses and can automatically deliver follow-up
Response capture & follow-up tactics designated by countries through replacement tactic codes
Define
approach
Set-up
systems
Capture
responses
Follow-up
responses
Report
results
Benefits: Improve program performance Enhance client experience

Replacement tactic codes defined at Program or WW Campaign level
Event responses routed to replacement M-code; other responses routed to replacement W-code
Follow-up tele typically set up using tele resources aligned to the country where the responder resides
View replacement tactic codes already setup per country via CDPM reports
Report names: MAT Response Exception Report > Program Routing, Program Profile Routing
Folder: IBM Marketing Operational Reporting > Cross-Functional Reports > Response Processing
View number of responses processed with replacement tactic codes via CDPM report
Report name: MAT Comprehensive Response Report (Reports for SMEs > Response Processing)
Report name: Campaign Effectiveness Summary Report (Reports for DPPs CDPM folder)
108
Example illustrates unintended responses handling in MAT

UK Social Business campaign
Target audience: UK & Ireland IT Managers, cross industry
Tactic code: Deployed for UK & Ireland only
Responses generated for UK, Ireland, Australia, Netherlands, Japan
IWM
101UT
Various drive-to tactics
Australia, Netherlands, Japan

replacement tactic codes
Web seminar - podcast
UK/Ireland
response?
No
Yes
101UT013E
On-demand webinar email
101UT27W (ANZ), 13W (NL),

WW digital activity generating
unintended responses
Reactive
101UT19T (ANZ), 13T (NL),

Unintended responses tele
Response follow-up (W)
UK Social Business team

presents on-demand
webinar campaign-specific
offer on a variety of driveto tactics as part of a larger
campaign
Campaign design
designates follow-up email
to responses from UK &/or
Ireland
Responses outside of
campaign scope routed to
country program teams via
replacement tactic codes
designated for that purpose
CDPM reports on
campaign performance
For intended audience
For unintended responses
Customer Case Study
Meeting with Sales
109
Page 58 of 231
Additional Campaign module training delivers knowledge required to

support execution scenarios not available in the Collaborate module
Campaign execution scenarios
Deliver different follow-up emails to a source tactic depending upon responder attributes
Examples: industry-specific emails; different follow-up emails to event attendees versus no-shows
Issue tele or email follow-up tactics to a source tactic depending upon responder attributes
Execute a proactive email tactic with different subject lines based on target audience attributes
Test email subject lines prior to full delivery of a proactive email
Execute a reactive email, such as a responder asking to be emailed an event agenda
Deliver tactics using Response Scoring &/or Response Nurture data-driven marketing services
Intermediate training
Advanced training
Introduce new functions/processes

Increase flowchart efficiency
Support tactic execution scenarios not
currently available in Collaborate
Enable end to end execution in Campaign
Explore segmentation, sampling, some flex
routing not addressed in MAT Collaborate
Understand techniques for more efficient

flowcharts
Explore scheduling, triggers and timestamps
Take a deeper dive into process boxes
Troubleshoot common flowchart errors
Establish mandatory QA review
Consider key MAT table structure and fields
Reinforce naming conventions
110
1
2
3
4
5
6
7

111
Page 59 of 231
Support & information are available for all marketers
Marketing
Systems
Support Desk
Operational & how-to support for all MAT modules, MFR, MDb & reporting
Available to users & non-users 8 AM to 6 PM across all geographies
Marketing Systems Support/Austin/Contr/IBM or mktsystem@us.ibm.com
IBM Marketing
Automation Wiki
Frequently
Asked
Questions
Common questions & best practices

Campaign users, Collaborate users, general MAT FAQ
Applicable for all marketers, not just MAT users
Education &
Training
Materials
Glossary, recordings, materials for Global Marketing Platforms education & training
MAT Quick Reference Guides including common Collaborate queries/errors
Marketing
Systems
Community
Information on Global Marketing Platforms strategic initiatives

Reference materials & discussion of all MAT modules

Campaign execution: Email creative standards, seed lists, third-party import etc
Guidance on all Collaborate Shared Templates
Applicable to all marketers; content is primarily for MAT users
112
Two self-paced education courses are recommended to further your

understanding of campaign execution in MAT
Introduction to MAT Leads
Introduction to CDPM
MAT module for internal LDR teams

& approved external tele vendors
Reporting environment for and

trusted source of MAT data
Reiterate MAT tools suite &

capabilities
Explore MAT Leads capabilities
Illustrate MAT Leads functionality
Understand Leads reports available
for Marketers
Outline related courses & resources
Understand IBM reporting

environments
Acknowledge scope of CDPM
Illustrate CDPM sign-in & navigation
Introduce reporting terms &
definitions
Describe campaign set-up reports
Present performance reports
Provide further resources of
information
Access the education here
Access the education here
113
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Your MAT licence is issued upon successful course completion
Review MAT access

request status
View my access link
in OneTEAM
Your BluePages
Manager will need to
approve the request
Delete training
environment URL
Training system
available during class
hours only
Wait for email

confirming MAT
access has been
granted
Production URL
included in email
Intranet ID & password
required to log into live
system
114
Please complete a course evaluation
Answer 10-12 questions about this education responses are anonymous

Select
Course: MAT
Topic: [As advised by your trainer]
Session: [Select correct location & date entry]
https://ibm.biz/BdDyzX
115
Page 61 of 231
Thank You
THANK YOU!
116
Page 62 of 231
Navigating MAT Collaborate

Access MAT Collaborate
1. Open Internet Explorer session (MAT is not supported on Firefox).
2. Access training environment URL to the MAT Collaborate sign-in screen.
3. If a website security warning screen is displayed, click
This message displays on the MAT training environment, but does not appear on the
MAT production system, which is on the W3 network.
The MAT training environment sign-in screen will display:
4. In Username, enter your student ID.

In Production, your username is your IBM intranet ID.
5. In Password, enter your student password.
In Production, your password is your IBM intranet ID password.
Page 63 of 231
6. Click Sign In button to sign in to MAT Collaborate.
A left-side navigation panel provides access to:
Lists
On-demand Campaigns
Corporate Campaigns
Subscriptions
Calendar
Analysis
The horizontal detail view panes on the screen provide access to essentially the
same functions, but the options are labeled slightly differently:
List Management
Campaign Management (which includes On-demand and Corporate Campaigns)
Subscription Management
Calendar
My Saved Reports
Page 64 of 231
IBM is only using the Lists and On-demand Campaigns functions at this time.
Just as you would expect, a list displays a series of data elements about each of
the contact records selected from the Marketing Database (MDb) using a flowchart
created in MAT Campaign.
An On-demand Campaign presents a series of fields which drive tactic execution
and/or response-triggered follow-up for a designated tactic code.
Customizing Home Screen

7. Reposition the horizontal panes on the Home screen by using the up/down arrows in
each pane to move the item before or after the others on the screen.
Minimize a horizontal pane by clicking the Hide button in each pane.
In Production, you may choose to customize your home screen to display the
pane you use most at the top of the Home page and to hide the panes you dont
use at all.
You would click the Save link at the bottom right of the Home page to preserve the
edits you have made to the Home page.
Since you are working in a training environment, please DO NOT SAVE your
changes.
Using the Explore Links

The Home screen provides Explore links at the bottom of each horizontal pane to
access existing entries:
8. Click Explore Lists link at the bottom of List Management pane.

You will be presented with a view of all active status lists in the tool.
Page 65 of 231
The Delete Selected link on the bottom left allows you to select one or more
entries by clicking the checkbox beside the list name, then click the Delete
Selected link to permanently delete the entries selected via checkbox.
The Add a List link on the bottom left allows you to create a new list from an
existing list template.
The numbered links on the bottom right allow you to navigate from page to page in
the series of views that show active lists. There are two pages of lists in the
training environment, but many more in Production.
The Show All link shows all active lists in the tool in a single view.
9. Click Show All to see all the list entries in the training environment. In Production,
the display will be much longer.
10. Click All Lists link at the top of the screen.
The screen displayed shows the list menus available at the top left of the view. You
can navigate to the same views from the Actions button at the top right of the screen.
Page 66 of 231
11. Click Home on left-side navigator to go back to Home screen.

12. Click Explore On-demand Campaigns link on the Campaign Management pane.
You will be presented with a view of all active status On-demand Campaign entries.
The Delete Selected, numbered links to pages in the view and Show All options
work the same way here that they did in the active lists view.
The Add an On-demand Campaign options on the bottom left allows you to
create a new On-demand Campaign entry for a tactic.
Navigation Tools
13. To navigate between views, click Actions at the top of the screen:
From the Actions button, you can add a new On-demand Campaign, select a view
from the choices presented, or search for a list. We will talk more about the search
function later in this exercise.
The Actions button accessible from the lists views provides similar functionality. You
can add a list, select a view from the choices presented or search for a list.
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MAT Collaborate provides multiple methods to access the same function:
Link from the menu bar at the top of the screen

Link in the Actions menu
Link at the bottom of the screen
14. Click Lists on the left-side navigator.
Warning Icons
You may not see any of these warning icons for lists in the training environment, but if
you see one of these icons in Production, you should know what they mean:
A red X beside a list indicates that an underlying component of the list has been
deleted. It may be necessary to re-publish the flowchart and re-create the form and/or
list template to address the issue.
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A red explanation point indicates that an underlying component has been modified.
First try re-running the list, which will attempt to re-generate the list using any updated
templates, forms or database associated with the list. If re-running the list doesnt
eliminate the warning icon, it may be necessary to re-publish the flowchart and recreate the form and/or list template to address the issue.
15. Click All Lists link at the top of the Active Lists title.
The All Lists view shows all the predefined list views available in the tool.
16. From the All Lists menu, click My Lists link.
The My Lists menu shows any lists created by the user. At this point, the view
probably shows that there are none or it shows entries created by students in prior
classes using the same student ID you are signed on under.
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In Production, you can make the My Lists view your default view either from the
Administration menu or by clicking Options at the top of the screen, then selecting My
Lists from the pull down in the Default List field:
17. Click Cancel to exit the Options Lists window without making any changes.
Editing Entries
18. Most entries in MAT can be opened by double-clicking on the entry name. Entries
which are underscored and in blue text are typically hot links.
Click the link for US_SB_101UT01D_PeakMailing
19. Once an entry has been opened, you must click the Edit link at the top of the screen
to convert the display from view mode to edit mode. Entry does not open in edit
mode automatically even if its opened by the owner.
20. Once an entry is opened using Edit link, the entry is locked by the user. Another user
cannot open an entry in edit mode while its locked.
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21. MAT Campaign and Collaborate will automatically sign the user off the system after
60 minutes of inactivity, even if the user has an entry open in edit mode. Any edits
which have not been saved will be lost.
Online Help
22. Click Help at the top of most screens to access the tools on-line help.
Click Help and Field Marketer Guide on the left-side navigator to access the same
on-line help resources.
23. Page through the guide using the blue back and forward arrows at the top of the
screen. Table of Contents begins on page 3.
24. Type a search word such as pause or cancel to search the PDF for the Field
Marketing Guide entry or entries that use your search word.
25. Click the red X to close the window displaying the Field Marketer Guide.
You can also access the online documentation by clicking on the Help link at the top
right of most screens:
Using Screen Menu Bar Icons

26. Click Lists on left-side navigator to display the Active Lists view again.
The screen menu bar at the top of the screen includes icons to perform functions
specific to MAT Collaborates components (lists and On-demand Campaigns).
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Add a List provides direct access to the screens necessary to add a new list from
an existing list template. A similar link appears on the On-demand Campaigns
screen to add a new On-demand Campaign.
The printer icon enables the user to print to an attached printer or export the
contents of the screen to an Excel spreadsheet.
The X icon enables the user to delete any entries for which the checkbox on the
left is clicked. The X icon at the top of the screen and the Deleted Selected link
at the bottom of the screen perform the same function.
27. Click On-demand Campaigns on the left-side navigator to go to the (default) Active
On-demand Campaigns view.
View, Search & Look for/Find Functions

In any tool, its critical to know how to find and navigate to existing entries. There are
three links on the screen that could be interpreted as ways to access entries in MAT.
Lets look at the difference:
Since IBM is not using the calendar functions in MAT, the View link which appears at
the top of the standard lists and On-demand Campaign views is not applicable.
The Search link which appears at the top of the standard lists and On-demand
Campaign views allows you to create a custom view by specifying data elements from
the list or On-demand Campaign entries. Once defined, the view can be saved and
designated as your default view in the tool. Unfortunately, this function is limited by
the fact that most data elements are listed separately for each of IBMs customized
On-demand Campaign templates, so its very difficult to create a workable custom
view with this function.
The Look for field and Find button at the top right of the standard list and Ondemand Campaign views are the best way to search for an entry in MAT:
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28. Type 101UT in the Look for window and click Find button to narrow the view to the
entries which include 101UT in the Name field:
29. Type Call in the Look for window and click Find button to limit the view to the
entries which include call anywhere in the entry name or project ID.
30. Type 101UT01M in the Look for window and click Find button to limit the view to
the entry for the 101UT01M tactic code.
MAT will present any/all entries which include the string 101UT01M in the Ondemand Campaign entry name:
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Look for/Find is not case-sensitive. It does not distinguish between upper- and
lower-case letters in a search string.
Look for/Find is space sensitive. If the entry is named Telefollowup, Look

for/Find will not find the entry if the text string entered is Tele followup with a
space between the words. Look for/Find will find the entry if the text string
entered is Tele or followup.

Look for/Find will also display the appropriate entry if you search on a list code in a
Lists view, even though the list code does not appear in the view itself.
When you are using a numeric string as your Look for/Find criteria, be aware that
sometimes the view will bring back entries you didnt expect because that character
string appears in the unique ID for the entry.
32. Type 1812 in Look for/Find to find the list which carries the list code of 1812:
33. Click the link to the list to open the entry and see the list code displayed there.
Navigating using Tabs and Icons

34. Type Dallas in the Look for field and click Find.
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35. Click on the blue link to open the entry for 101UT05T booster call tactic.
36. Click the various tabs along the top of the entry listing to review the content of the
screens used to register the post-event tele tactic to be delivered after the Dallas
roadshow.
The tabs presented will vary based on the type of tactic involved, but Summary,
People, Workflow and the Attachments tab with the paperclip icon are common
across most of the On-demand Campaign templates.
37. From the menu bar at the top of the screen, click the Modify link to see the sections
of the entry which can be modified from this pulldown.
The icons along the top right of the screen provide a variety of functions:
The speech bubble icon provides access to a chat function imbedded within MAT.
Since IBM already uses SameTime, use of this function is not recommended.
The printer icon allows you to print an entry or export its contents to Excel.
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The icon showing two pages with an arrow between them is MATs copy button.
MATs out-of-the-box COPY function has not been thoroughly tested with IBMs customized On-demand
Campaign templates. Early attempts to use the COPY function have resulted in corrupted entries and rework.
Do not use the COPY button at this time.
The X icon allows the user to delete an entry:
Users who click the X icon will be asked to confirm their intention to delete the entry.
Click OK to delete the entry. Click Cancel to return to the entry without deleting it.
Log Out
38. Click Log Out on the left-side navigator.
Screen will appear indicating that youve logged out. A Click here hot link is provided
to sign back in to MAT Collaborate.
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Hands-on Exercises: Overview
This is the only MAT documentation that is currently available. This guidebook is
therefore intended to be used during and after the training class.
These exercises are designed to be followed in the sequence they appear.
The first few exercises explain each task step-by-step and in many cases, provide
print-screens to illustrate the fields involved.
As the trainee proceeds through the exercises, the instructions for tasks which are
repeated in multiple templates are gradually simplified as the trainees experience
with such tasks increases.
Fields unique to a particular template are described in detail in each exercise.
All exercises were written prior to the April 2014 implementation of Tactic Code
Generation in MAT and will be updated as part of the v9 upgrade. As a result, the
exercises utilize:
o Program and Campaign from the 2013 program framework: namely Social
Business program and Exceptional Work Experience campaign
o Tactic codes that were generated in the Business Advantage Tool (BAT)
o BAT interaction method values, which were simplified as part of the new Tactic
Code Generation functionality
Due to work underway on the MAT v9 upgrade, some differences currently exist
between the training and the production systems. The instructor will explain
these differences and confirm what will be seen in the live environment.
Hands-on exercise: Reactive tele

Follow-up tele to Call me requests 101UT01T
Collaborate Shared Template: WW Response Tele
In this exercise, you will create an On-demand Campaign entry for the 101UT01T tele
follow-up call to be delivered by an LDR when a contact accepts the call me offer
presented on the registration form tied to the internet banner.
The tele tactic is categorized as reactive since it is only delivered to contacts who
specifically ask for a call.
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Tactic Registration
1. From the Home page, click Add an On-demand Campaign link
2. Maximize the window presented.
3. Click the plus sign beside Shared Templates.
Click the plus sign beside All Geos.
4. Click on WW Response Tele to highlight the template name.
5. Click Continue button at the bottom of the screen.

6. On the Step 1 screen, populate Name using naming convention of
Scope_MasterProgramShortName_TacticCode_TacticDesc
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For the purposes of this exercise, insert your three-character initials at the front of
Name where XXX is your initials: XXX_US_SB_101UT01T_BannerTele
7. Skip the Description field.

8. On-demand Campaign Code will be system-generated.
9. Security Policy defaults to Global and should be left as-is.
10. Target Start and Target End date can be left blank. These dates are not the tactics
in/out market dates. They are intended to be used by Collaborates calendar
function.
11. Scroll down to the Campaign Information section. Once you designate market
country and IBM Campaign ID, most of the fields in the section are populated with
data inherited from the system that generated the tactic code.
12. In Market Country, click the pulldown arrow to display a list of countries.
When youre working in a Collaborate Shared Template which is designed for

worldwide use, the field displays country values for all countries executing out of
MAT (often referred to as MAT-boarded countries).
Note, the training environment displays a list of all countries, whereas the production
environment will display MAT-boarded countries only.
When youre working in a Collaborate Shared Template designed for geo-specific

use, the country list is usually limited to the countries in that geography.
13. Highlight/select United States

To select United States, either scroll down to the value or use the type-ahead
feature to find the entry for United States. If youre using type-ahead, its actually a
little easier to enter a V and then highlight United States in the box than to enter a U
and scroll down to United States.
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14. Enter 101UT in the IBM Campaign ID field and click Select button.
The field is not case-sensitive. It will accept 101UT or 101ut or 101Ut or 101uT.
If you leave the field blank and click Select, MAT will display all the selectable
campaign IDs for the designated country.
If you enter a partial campaign ID (601, 100 or UT) character string in the IBM
Campaign ID field, MAT will display all the campaign IDs which contain that
character string anywhere in the IBM Campaign ID value. The find function
supporting this field does not search the campaign name or program profile fields
for the character string entered.
15. In the pop-up window that displays, review the campaign name and program profile
data displayed to verify that the campaign ID is the correct one.
If the value displayed is not the correct one, use the Find/Clear buttons and search
field at the top of the window to find and select a different value.
16. MAT provides two ways to accept your IBM Campaign ID selection:
Double-click on the campaign ID data row OR
Highlight the campaign ID data row and click Accept and Close button.
If you click Accept and Close without highlighting a data row in the window, you will
get a No Item Selected error box.
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Once the IBM Campaign ID selection has been accepted, the window will close and
most of the data fields in the Campaign Information section will be automatically
populated.
17. The DB Marketing field is not populated because the data is not captured in the
system that generated the tactic code.
The DB Marketing field is populated from a pull-down which lists the IBM intranet IDs
of MAT users authorized in the Campaign module.
The field does support type-ahead in order to position to first letter of the users ID.
Example: lboon@us.ibm.com from the list.
For the purposes of this exercise, select lboon@us.ibm.com.

18. The Acquisition Preference Code field tells MAT which marketing database to
check for permissions/suppressions. The choices are All IBM No Acquisition
Marketing Company or a list of acquisition companies that are not yet fully migrated
onto IBM marketing systems.
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No action is required for a tactic that is not related to an acquisition. The default
value for a new On-demand Campaign is --None--.
For new On-demand Campaigns for acquired companies, the Acquisition

Preference Code picklist will be populated with the list of active acquisition
companies. When an acquisition company is selected, MAT checks for contactlevel permissions/suppressions from the acquired company client database.
19. Select All IBM No Acquisition Marketing Company in Acquisition Preference

Code.
20. Scroll down to the Scope of Transaction section.
This section has one field: Tactic Scope, which designates whether the T-code is
categorized as reactive, in-scope response-triggered proactive or not-scope
response-triggered proactive.
Categorizing a tele tactic as Reactive tells the Collaborate Shared Template to

bypass account and contact-level suppression & TMS when processing contact
records which are targeted for the tele tactic.
Categorizing a tele tactic as In scope tells the Collaborate Shared Template to

apply account-level suppression and to bypass contact-level suppression when
processing contact records which are targeted for the tele tactic.
Categorizing a tele tactic as Not scope tells the Collaborate Shared Template to
apply account and contact-level suppression & TMS when processing contact
records which are targeted for the tele tactic.
In most cases, when a follow-up tactic is categorized as not-scope, responders
are also receiving another follow-up tactic which has been categorized as inscope. IBM scope of transaction policy permits delivery of only one in-scope
follow-up tactic per response.
21. In the Tactic Scope field, select Reactive.

Reactive is the appropriate choice in this scenario because the 101UT01T tele
tactic will only be delivered to contacts who accepted the call me offer presented on
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the registration form tied to the internet banner in other words, only those who
asked to be called.
22. Scroll down to Tactic Information section. Like the Campaign Information section
above, most of the Tactic Information section will be automatically populated from
the system that generated the tactic code.
23. In Tactic Code, enter 101UT01T and click Select button.
tele tactic codes for the designated country and IBM campaign ID.
If you enter a partial tactic code in the Tactic Code field, MAT will display all the
tactic codes which contain that character string anywhere in the tactic code
value. The find function supporting this field does not search the tactic code
name or tactic type fields for the character string entered.
24. In the pop-up window that displays, review the tactic code name and tactic type data
displayed to verify that the tactic code is the correct one.
In Production, the tactic_code_id column label has been changed to
camp_group_name and the Group value will be displayed.
If the tactic code displayed is not the correct one, use the Find/Clear buttons and
search field at the top of the window to find and select a different tactic code.
25. MAT provides two ways to accept your tactic code selection:
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Double-click on the tactic code data row OR
Highlight the tactic code data row and click Accept and Close button.
get a No item selected error box.
Once the tactic code selection has been accepted, the window will close and most of
the data fields in the Tactic Information section will be automatically populated.
26. Due to a limitation in MAT Leads, tele tactics are limited to a single offer.
In the Offers window, select SB_Call_Request_Fulfillment_Generic. This value
is always the most appropriate choice when a Call me offer is presented since the
LDR making the call is fulfilling the customers call me request.
In production, the offers will be displayed according to the following naming
convention: offer version code_offer name_offer type.
27. Scroll down to the eNurture stream section.

The fields in this section allow the user to designate a pre-defined series of emails
which will be delivered to all responders to the tactic being registered in this entry.
According to the campaign design, responders to the 101UT01T tele tactic are not
being routed into a nurture stream.
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Skip the eNurture Stream section.
28. Click Next>>.

The Step 2 screen is the People tab. In Production, you would select MAT users
who are part of the team and should see the entry in their My On-demand
Campaigns view.
29. Click Next>>.

30. IBM does not use the Attachments tab. Click Finish.
Verify Entries
31. Verify that the tactic code and other entries are accurate:
Name should follow the naming convention & be spelled correctly
Campaign ID should be 101UT
DB Marketer field should be populated with a valid intranet ID
Tactic Scope should be Reactive
Tactic Code should be 101UT01T
Offer should be SB_Call_Request_Fulfillment_Generic
eNurture Stream fields should still show the defaults
Tactic Activation
32. Click Status link beside the On-demand Campaign name.
33. Select Start On-demand Campaign.
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34. Click Continue button in the Comments window, then wait while MAT refreshes the
screen and turns the green arrow in the Next Run pane from gray to green.
35. Click the green arrow in the Next Run pane.
36. Watch as job progresses from Queued to Running to Run finished.
37. Confirm that status at the top of the screen shows as In Progress.
MAT Actions
Activating the Collaborate entry by clicking the green arrow ensures that the 101UT01T
code shows an In Progress status and is selectable in other On-demand Campaign
entries as the follow-up tele tactic to deliver to responders who accept a call me offer.
In this scenario, clicking the green arrow does not write the 101UT01T tactic code to
contact history or trigger delivery of the tactic code to Leads, but when/if a contact
responds to any reach or attract tactic which has designated 101UT01T as the follow-up
tele tactic to contacts who accept the call me offer, MAT will write the tactic code to the
responders contact history & route the contact record to MAT Leads at that time.
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Hands-on exercise: Reactive internet banner

Google banner 101UT01W
Collaborate Shared Template: WW Attract Tactic Registration
In this exercise, you will register the campaigns internet banner as an attract tactic
and designate the 101UT01T tele follow-up to be delivered to contacts who respond to
the internet banner with a Call me request.
Tactic Registration
1. From the Home page, click Add an On-demand Campaign link.
From an On-demand Campaign entry, click Actions, then select Add an Ondemand Campaign from the pull down menu.
4. Click the plus sign beside All Geos.
5. Click on WW Attract Tactic Registration to highlight template name.
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the Name where XXX is your initials: XXX_US_SB_101UT01W_GoogleBanner

11. Target Start and Target End date can be left blank.
12. In Market Country, click the pulldown arrow to display the list of countries.
When youre working in a Collaborate Shared Template which is designed for

worldwide use, the field displays country values for all MAT-boarded countries.
The training environment displays a list of all countries, whereas the production
environment will display MAT-boarded countries only.

13. Scroll down to highlight/select United States.
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14. In IBM Campaign ID, enter 101UT and click Select button.
The field is not case-sensitive. It will accept 101UT or 101ut or 101Ut or 101uT.
data displayed to verify that the campaign is the correct one.
If the campaign ID displayed is not the correct one, use the Find/Clear buttons and
search field at the top of the window to find and select a different campaign ID.
16. MAT provides two ways to accept your IBM Campaign ID selection:
Double-click on the campaign ID data row.
If you close Accept and Close without highlighting a data row in the window, you
will get a No item selected error box.
Once the IBM Campaign ID selection has been accepted, the window will close and
most of the data fields in the Campaign Information section will be automatically
populated.
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system that generates tactic codes.
On Production, you would enter the Notes ID of the Database Marketer responsible
for this campaign/tactic.
For the purposes of this exercise, enter your own Notes ID.
18. Scroll down to Tactic Information section. Like the Campaign Information section
above, most of the fields in the Tactic Information section will be automatically
populated.
19. In Tactic Code, enter 101UT01W and click Select button.
tactic codes for the designated country and IBM campaign ID.
If you enter a partial tactic code in the Tactic Code field, MAT will display all the
tactic codes which contain the character string anywhere in the tactic code value.
The find function supporting this field does not search the tactic code name or
tactic type fields for the character string entered.
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If you click Accept and Close without highlighting a data row, you will get a No item
selected error box.
22. Once the tactic code selection has been accepted, the window will close and the
data fields in the Tactic Information section will be automatically populated.
23. Attract tactics can support multiple offers. In the Offers window, hold down the
CTRL key to select two offers presented by the Google banner:
IK_Information_Kit_Campaign-Specific
SB_Follow-up_Call_Generic

24. Scroll down to the Tele Followup section.

The fields in this section allow the user to 1) designate which tele tactic to deliver to
responders, (2) identify which tele resource organization the calls should be routed
to in Leads, and (3) specify whether the tele tactic will be delivered to all responders
or only those who requested a call.
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According to the campaign design, any contact who accepts the Call me offer
presented on the Google banners registration form should be called under the
101UT01T follow-up tele tactic.
25. In Tele Followup Tactic, select the entry for 101UT01T you created earlier.
Only T-codes for which an On-demand Campaign is in In Progress status appear.
26. Select Yes in Followup on Call Requests Only field since 101UT01T should be
delivered only to contacts who accepted the Call me offer on the Google banner.
This field allows you to designate whether the tele tactic should be delivered only to
contacts who requested call me or to all responders to the event.
Selecting Yes means that only responders to the Google banner who
specifically requested a follow-up call by accepting a call me offer will be tagged
with the T-code for the follow-up tele call.
Selecting No means that all responders to the Google banner will be tagged
with the T-code for follow-up tele call.
27. In the Tele Followup Resource field, select ibm.com (AG) as the tele resource
organization which should deliver the follow-up tele.
28. Scroll down to the eNurture Stream section.

The fields in this section allow the user to designate a pre-defined series of emails
which will be delivered to all responders to the tactic being registered in this MAT
entry.
According to the campaign design, responders to the Google banner should not be
routed into a nurture stream. Skip the eNurture Stream section.
29. Click Next >>.
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30. The Step 2 screen is the People tab. In Production, you would select MAT users
who should see the entry in their My On-demand Campaigns view.
Click Next >>.
Verify Entries
32. Scroll down to verify tactic code, offers and other values are correct.
Name should follow the naming convention & be spelled correctly
Campaign ID should be 101UT
DB Marketer field should be populated with a valid Notes ID
Tactic code should be 101UT01W
Tactic Name should be Google Banner
Offers should be IK_Information_Kit_Campaign-Specific and SB_Followup_Call_Generic
Tele Followup Tactic should be 101UT01T
Followup on Call Requests Only should be set to Yes
Tele Followup Resource should be ibm.com (AG)
eNurture Stream fields should still show the defaults
Tactic Activation
35. Click Continue in the Comments window, the wait while MAT refreshes the screen
and turns the green arrow in the Next Run pane from gray to green.
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MAT Actions
As responses to the 101UT01W Google banner are fed into MAT from IWM, that
response data will be stored in MAT response history for use in reporting.
Since the Collaborate entry designates 101UT01T as the follow-up tele tactic for Google
banner responders who accept the call me offer, MAT will also write the 101UT01T
tactic code to contact history for responders who accepted the offer and route the
contact record with the 101UT01T tactic code attached to MAT Leads.
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Hands-on exercise: Response-triggered proactive email

Single follow-up email 101UT01E
Collaborate Shared Template: Response Proactive Email
In this exercise, you will perform the steps to create the On-demand Campaign entry
required to trigger delivery of a Peak Performance Update email to all responders to
the 101UT01D Peak Mailing direct mail tactic.
Based on the campaign design, delivery of the follow-up email is under the scope of
transaction guidelines which allow a single follow-up tactic to bypass contact-level
suppression and touch monitoring as long as the follow-up tactic explicitly
acknowledges the prior transaction (response) and is directly aligned to the interest
demonstrated by that response, thereby continuing the marketing conversation.
This exercise includes the steps involved to register an email tactic in MAT, upload
email creative, send and approve test emails and activate the tactic pending the capture
of direct mail tactic responses which will trigger delivery of the single follow-up email. It
will also show how to set-up this email depending upon whether responses will come
into MAT in one batch or over a period of time.
Special note on email footers
MAT appends an email opt-out footer to all response-triggered proactive emails. The
language utilized for the email footer in the Response Proactive Email Collaborate
Shared Template is determined by a couple of factors:
Production email: The value selected in the Market Country field
Test emails: The language selected in the Language field in the Test Recipients
section of the Mailing Information tab
Tactic Registration
1. If youre on the Home page, click Add an On-demand Campaign link.
If youre in an On-demand Campaign entry, click Actions button at the top right of
the screen, then select Add an On-demand Campaign from the pull down.
4. Click the plus sign beside Americas Geo.
5. Click AM Response Proactive Email 2v to highlight the template name.
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6. Click Continue button at the bottom right of the screen.

On the Step 1 screen, enter the ONDC name in Name using naming convention of
Scope_MasterProgramShortName_TacticCode_Tactic Desc (replacing the default
value if there is one).
For this exercise, use XXX_US_SB_101UT01E_PeakPerformanceUpdate where
XXX is your initials.
11. Scroll down to Campaign Information section.

12. In Market Country, click the pulldown arrow to display a list of countries.

13. Scroll down to highlight/select United States.
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data displayed to verify that the campaign ID is the correct one.
16. MAT provides two ways to accept your campaign ID selection:
Double-click on the campaign ID data row
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The field does support type-ahead to position to first letter of the users ID.
In Production, you would select the Database Marketer or Unica Specialist who
should receive email notification when the mail list export file is sent to the IBM
secure server.
For the purposes of this exercise, select lboon@us.ibm.com from the list.
18. In Acquisition Preference Code field, the choices are All IBM No Acquisition
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value for a new On-demand Campaign is All IBM No Acquisition Marketing
Company.

19. Leave the default as All IBM No Acquisition Marketing Company in Acquisition
Preference Code.
21. In the Scope of transaction field, the choices are In Scope or Not Scope.
The Scope of transaction field designates whether the email is in-scope responsetriggered proactive or not-scope response-triggered proactive.
Categorizing the email as In scope tells the Collaborate Shared Template to

apply account-level suppression and bypass contact-level suppression and TMS
when processing contact records which are targeted for this email.
Categorizing the email as Not scope tells the Collaborate Shared Template to
apply account and contact-level suppression & TMS when processing contact
records which are targeted for this email.
In most cases, when a follow-up tactic is categorized as not-scope, responders
are also receiving another follow-up tactic which has been categorized as inscope. IBM scope of transaction policy permits delivery of only one in-scope
follow-up tactic per response.
22. Select In Scope in Scope of Transaction.

23. Scroll down to the Source Tactic Code section.
24. In Source Tactic Code field, key in 101UT01D.
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There are no Select/Clear buttons associated with this field. Its designed as a userentry field and does not link to any picklist of valid values, so you must enter the
tactic code carefully to ensure accuracy.
According to the campaign design, the 101UT01E Peak Performance Update email
will be delivered to all responders to the 101UT01D Peak Mailing direct mail tactic.
The follow-up email is categorized as response-triggered proactive because its
being delivered based on the campaign design (proactive) but only to responders to
a prior tactic (response-triggered). In accordance with the guidelines for delivering a
follow-up tactic as scope of transaction, the opening paragraph of the email will
acknowledge the customers prior response to the direct mail tactic and will continue
the marketing conversation by introducing a series of success stories illustrating
how Lotus has contributed to the peak performance of IBM clients in a variety of
industries.
25. In the Response Type field, select Web Response from the options presented.
The field allows you to designate which responses to the source tactic code will be
targeted with the response-triggered proactive email youre registering:
If you want the same email creative sent to all responses to the source tactic
code which come in via the web, select Web Response
If the source tactic code is an M-code (event) and you want the email creative
sent only to event attendees, select Attended
If the source tactic code is an M-code (event) and you want the email creative
sent only to event no-shows, select No Show
If the source tactic code is an M-code (event) and you want the same email
creative sent to both attendees and no-shows, select All
26. Scroll down to the Tactic Information section. Like the Campaign Information
section above, most of the fields in the Tactic Information section will be
automatically populated.
27. In Tactic Code, enter 101UT01E and click Select button.
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30. In the Offers field, hold down the CTRL key to select two offers:
IK_Information_Kit_Campaign-Specific
WP_White_Paper_Campaign-Specific

31. Click Next>>.
The Step 2 screen is the People tab. In Production, you would select MAT users
Campaigns view.
32. Click Next>>
The Step 3 screen is the Attachments screen. Click Finish.
Creative Upload
33. Scroll to the bottom of Summary tab.
34. Click Upload button at the bottom of the screen.
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35. Maximize the window which opens to the MAT File Import sign-in screen.
36. In Production, you will sign on using your IBM intranet ID and password.
In Training, please enter your camstudent ID and password.
The same ID/password must be used both to create the On-demand Campaign
entry and to access the MAT File Import Tool to upload the email creative
associated with the On-demand Campaign entry.
37. Click Submit button.
38. On the Email Creative Upload screen, click Browse button.
39. Navigate to the folder on your hard-drive where the zip file containing the
appropriate email creative for 101UT01E is saved.
40. Highlight the zip file you wish to upload and click Open button.
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MAT will insert the file path in the Creative Package field.

The Email Creative Properties window displays:
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42. The Sent From (Display Name) box displays the text which will appear as the
sender in the email recipients in-box. The value in the Sent From box defaults to
Lotus Marketing, but the value can be replaced.
Do not use any special characters in your Sent From entry.
Check Lotus Marketing appears in the Sent From box.
Be aware that what our customers see in their inbox and what we as IBMers see in our inbox
differs because IBMs Notes server network overrides the entry in the Sent From field when a test
email or seed list email is delivered to an IBMer.
The customer sees:
The Sent From in this example is IBM Software and the actual sent-from email address is
mktcmpid@us.ibm.com.
When an incoming test email or seed list email is processed by the Notes server network in IBM,
the email appears to come from swunica no matter what was entered in the Sent From field in
the MAT File Import Tool.
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43. The Reply To box designates the email address customer responses should be
routed to if the recipient uses the Reply function in their email in-box.
Likely each IMT or country has a standard email address used for this purpose.
Enter netreply@us.ibm.com in the Reply To box. This email address is the
standard reply-to address for North America.
MAT File Import Tool validates the entry to ensure it includes an @ sign.
The File field displays the unzipped name of the file you uploaded.
The Email Document field displayed a system-generated document ID.
44. The Subject box specifies the text which will appear as the emails subject in the
recipients in-box. It is not necessary to put the subject line in quotation marks.
Special Notes:
While MAT will accept a subject line up to 200 characters, keep in mind that the
subject line may be truncated in the recipients in-box view based upon their email
engine settings
IBM must align to any country legal or policy statements which require the use of
specific words in the subject line of an email to indicate that the content included
is a marketing message. The subject lines in these exercises include words like
newsletter, event, and demo, to align to US guidelines, but you will need to
check your own local laws and policies on subject line content.
MAT will not accept special characters in any field on the page: \ / : * ? " < > | & $.
.
Enter Take a peek at Lotus success stories! in Subject.
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45. Skip the optional Reminder subject field. Use of reminders is not appropriate for
response-triggered emails since reminders are delivered at a designated date/time
which cannot be predetermined for response-triggered tactics.
46. Click Save button to save your entries and close the window.
47. Click Confirm button on the Email Creative Import window presented.
The Email Creative Import Status window shows the status of your import:
Upload to staging area action will show SUCCESS, but the process to import and
publish the email creative can take up to 20 minutes on Production depending on the
timing of your upload relative to the schedule under which the upload processing
jobs run.
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On Production, the jobs run at 05, 20, 35 and 50 minutes after the hour.
In Training, the cycle runs every 5 minutes.
48. Click Close to exit the MAT File Import window.
Designate Mailing Information

49. Scroll to the top of the Summary tab.
50. Click on Mailing Information tab.
51. Click the Edit link beside the On-demand Campaign name.
The country, campaign ID and tactic code values were already selected on an earlier
screen in this exercise, but they must be selected again here. MAT architecture
doesnt allow for the data values in these fields to inherit into the Mailing Information
tab based on the earlier selections.
52. In Market Country, scroll down to highlight/select United States.
53. In IBM Campaign ID, enter 101UT and click the Select button.
54. In the pop-up window that displays, accept your IBM Campaign ID selection:
Double-click the 101UT campaign ID data row OR
Highlight the 101UT campaign ID data row, then click Accept and Close
55. In Tactic Code, enter 101UT01E and click the Select button.
56. In the pop-up window that displays, accept your tactic code selection:
Double-click the 101UT01E tactic code data row OR
Highlight the 101UT01E tactic code data row, then click Accept and Close
57. In Mailing Document, select US-101UT01E-LPP Update.
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The Mailing Document field will be blank if:
You have not yet uploaded the email creative using the Upload link on the
Summary tab
You entered the Campaign ID and/or Tactic Code but did not click the Select
button to accept the value on the pop-up window
58. Click the pull-down arrow in Salutation Format to review the options available:
The Salutation Format field allows you to designate the format you want used for
your email recipients if the **SALUTATION** token is included in the HTML
uploaded as email creative.
If the HTML token was not used in the creative, your selection in the field will have
no impact on the format of outgoing emails.
Complete salutation field is only relevant for proactive email tactics using a
target audience list. Its not a valid selection on response proactive emails
triggered by response to a prior tactic.
Selecting Dear John Smith will insert the English greeting Dear in front of the
target contacts first and last name
Selecting Dear John will insert the English greeting Dear in front of the target
contacts first name.
Selecting Dear Mr. Smith will insert the English greeting Dear in front of the
target contacts salutation code and last name.
Selecting None inserts no greeting, salutation or name.
59. Select None in Salutation Format field.
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60. Skip the Internal Seed List field, leaving the default value of None.
Use of seed lists is not enabled for response-triggered proactive email tactics. If it
were, every response would trigger delivery of another copy of the tactic to the seed
list.
61. Skip the Reminder Email field, leaving the default value of No.
Use of reminders is not enabled for response-triggered proactive email tactics since
reminders are delivered at a designated date/time, which cannot be predetermined
for response-triggered proactive tactics.
62. In the Test Recipient fields, enter addressee data for up to five test email recipients.
As owner of an entry on Production, you will automatically receive a test email, as
will any/all MAT users you have already designated on the People tab.
Many MAT users set up a separate email in-box with a widely-used internet service
provider for test emails so they can see how the emails render outside of Lotus
Notes.
The Title field is intended to be used to specify the test email recipients salutation,
such as Mr., Mrs., or Dr. The Title value specified here is used in the test emails in
the salutation format if the **SALUTATION** token is used in the HTML.
63. Select the appropriate Language value for each test email recipient from the
pulldown presented.
In Production, the correct legal footer that is appended to both the email in the
clients inbox as well as the online email version is determined by the value selected
in the Market Country field.
In Production, language options to support all boarded IMTs are presented. Only a
subset of the list displays in Training.
64. Review the data inherited in the Tactic Information section:
65. Skip the Tele Followup section.

Based on the campaign design, there is no follow-up tele planned for responders to
the follow-up email.
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66. Skip the eNurture Stream section, leaving the default of None in eNurture Stream.
Based on the campaign design, responders to this follow-up email are not routed
into a nurture stream.
67. Click Save Changes button at the bottom of the screen.
Verify Entries Mailing Information tab

68. While still on the Mailing Information tab, verify that the entries are correct:
Market Country should be United States
IBM Campaign ID should be 101UT
Tactic Code should be 101UT01E
Mailing Document should reflect the 101UT01E tactic code and follow-up email
description
Salutation Format should be None
69. Verify that the test email recipient email addresses, title and name data entered are
accurate.
70. Click Summary at the top of the screen to navigate to the Summary tab.
Verify Entries Summary tab

71. Verify that the tactic code, offers and other values selected are correct.
Pay particular attention to the accuracy of the source tactic code since the value was
manually entered and not selected from a picklist.
Name should follow the naming convention and be spelled correctly
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IBM Campaign ID should be 101UT
DB Marketer field should be populated with a valid IBM intranet ID
Acquisition Preference Code field should be All IBM No Acquisition Marketing

Company
Source Tactic Code should be 101UT01D
Tactic Code should be 101UT01E
Tactic Name should show Peak Performance Update
Offers should show IK_Information_Kit_Campaign-Specific and

WP_White_Paper_ Campaign-Specific
Send Test Emails

72. Navigate back to the Summary tab.
73. Scroll down to click Status link at the bottom of the screen.
You may or may not have to log in to the MAT File Import tool again. If so, use your
student ID and password. In Production, you will sign on to the MAT File Import tool
using your IBM intranet ID and password.
74. Verify that email creative upload process is complete:
75. Click Close button to close the MAT File Import window.
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78. Select Start On-demand Campaign from the menu presented.

79. Click Continue button on the Comments window presented.
80. Summary tab will now show that Next Run will send test emails.
81. Click the green arrow to trigger delivery of the newsletters test emails.
82. Click Cancel when the warning message about modifying dates appears.

In Production, when the task message displays Run finished, that indicates that the
job has been added to the queue for processing, not that the test emails have been
sent out.
It may take as much as an hour for the test emails to be sent from MAT. Once they
have been sent, delivery to your in-box may depend on network speed and how
frequently your Notes mail replicates with the server.
The training environment is not linked to an email engine, so test emails are not
really sent out when we initiate the send test email task during training.
In Production, the owner of the On-demand Campaign entry will automatically
receive the test email, as will everyone designated as a test email recipient on the
Mailing Information tab and any/all MAT users designated on the entrys People tab.
Test Email Review

If errors are identified in the email creative:
Arrange for corrections to be made in the email creative.
Re-save the creative file (.txt or .html) with the same file name as the original.
The .zip file can be saved with a separate file name to indicate version number.
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When you upload the corrected creative, the MAT File Import Tool will replace
the original files with the new ones, and since the files names are the same,
there is no need to edit the Mailing Information tab to re-select the Mailing
Document file name.
Open the Summary tab in edit mode.
Click Status link beside the On-demand Campaign name.
Select Pause On-demand Campaign.
Click Upload link.
Replace the creative package stored in the MAT File Import Tool.
Populate the fields in the MAT File Import Tool, then save and confirm.
On the Summary tab, click Status link beside the On-demand Campaign name.
Select Continue On-demand Campaign to re-start the campaign.
Click the green arrow to re-send test emails with the corrected creative.
Test Email Approval

Test email approval must be documented in MAT since this is a potential audit point.
84. Once the test emails have been sent, received and the test email creative has been
approved, re-access the On-demand Campaign entry and click Workflow tab at the
top of the screen.
The Workflow screen is broken by a vertical line into two tables. Scroll bars at the
bottom allow you to scroll right in either table.
The workflow table will show the task to send test emails is 100% complete. The
next step is to indicate that the test email content has been approved.
85. Click Test Email Approval link to open a workflow window for the task.
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86. On the Post Task window presented, click Status pull down.
87. Select Finished, which will change the % Complete field below to 100%.
88. In the Actual Start field, use the calendar icon to select the date the test email
approvals task began. Make sure the start date/time are after the previous tasks
end date/time, otherwise MAT will flag the dates in red on the workflow.
89. In the Actual End field, use the calendar icon to select the date the test emails
approval ended. Make sure the end date/time are after the tasks start date/time,
otherwise MAT will flag the dates in red on the workflow.
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MAT may display some computed target dates in the window, but those can be
disregarded.
90. In the Comments field, enter the names of those who approved the test emails.
Hint: To access the comments in the future, navigate to the Analysis tab using the
>> arrows at the top of the screen. Select All Revisions from the pulldown on the
right side of the screen. The comments entered showing who approved the test
email will appear with the Task Updated: 1.2 test email approval entry.
91. Click Save and Finish button at the bottom of the window.
Workflow tab will show the task for Test Email Approval to be 100% complete:
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Tactic Activation
92. Click the Summary tab at the top of the screen.
Next Run pane shows that the task to send production emails has not yet run:
93. Click the green arrow to activate the tactic.


While youve clicked the green button which says send production emails, the follow-up
emails are response-triggered proactive, so the email delivery will not take place
immediately. The emails will be sent when responses to the 101UT01D direct mail
tactic are received from IWM and processed in MAT.
All responders to the 101UT01D direct mail tactic, whether they accept the brochure
download, request a call me, or both, will be sent the 101UT01E follow-up email.
Awaiting Incoming Responses: Three (3) Scenarios

Some source tactic codes will generate responses over a period of time, whilst other
source tactic codes will generate responses in one batch. Understanding when and for
how long responses will be received and processed in MAT will determine how the
Response Proactive Email template is set up for daily recurrence as follows:
A. Ongoing response capture with end date for daily processing
B. Ongoing response capture with no end date for daily processing
C. Batch response capture where all responses come into MAT at once
Responses from the direct mail tactic are expected to come for as long as six months.
The On-demand Campaign entry youve created here must be set up to run on a daily
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basis so that the follow-up email is sent to direct mail responders as they come in from
IWM and are processed in MAT, but does not process responses after the designated
end date has been reached. We will explore the steps for the other two scenarios at the
end of this exercise.
A. Ongoing Response Capture: With end date for daily processing

The example illustrated in this exercise is a response-triggered email sent to direct mail
recipients who would be expected to respond over a defined period of time in this
exercise, a period of six months and after which no more responses would be
received.
We will need to set up daily recurrence so that MAT processes new responses every
day for six months, but does not process responses after the designated end date has
been reached.
96. Navigate to Workflow tab.
97. Click Status link beside the On-demand Campaign entry name.
98. Select Pause On-demand Campaign.
100.
On the right side of the screen, verify that the status is now On Hold.
101.
Click Run to send email to all Test Recipients task.
102.
In the window presented, change Status from Finished to Skipped.

This ensures that when the On-demand Campaign executes again, it doesnt
send another set of test emails.
103.
Click Save and Finish to return to the Workflow.

[If the only button at the bottom of the window is a Cancel button and there isnt
a Save and Finish button in the window, its because the On-demand Campaign
entry needs to be put in On hold status using the Pause On-demand Campaign
option as described above.]
Workflow will show the task in italics and crossed out since the status is now
Skipped.
104.
Bypass the Test Email Approval task on the Workflow.
105.
Bypass the Run to send followup email task, which is already 100% complete.
106.
Click Prepare for Recurrence task on the Workflow.
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107.
Change Status from Pending to Skipped.
108.
Enter 100 in the % Complete field.
109.
Select todays date in Actual Start field. Enter a time that is after the prior tasks
end time to avoid having the workflow display the times in red as being
misaligned.
110.

Workflow will show Prepare for Recurrence task in italics and crossed out since
the status is Skipped.
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111.
Click Daily Run task on the Workflow.

How you edit this pane will determine whether the On-demand Campaign runs in
the background on a daily basis to catch responses as they come in over time
or if the On-demand Campaign runs only once on the assumption that all the
responses from the source tactic will be loaded into MAT at one time.
112.
Leave the Status on this pane as Pending.
113.
Leave the % Complete default value of 0%.
114.
Set the Target Start and Target End to 12 hours beyond current date/time.
If its 10 AM now, set the target start date/time for 10 PM tonight.
If its 4 PM now, set the target start date/time for 4 AM tomorrow.
Setting the start date/time ensures the flowchart which runs behind the scenes to
support this On-demand Campaign template will be run on a daily basis starting
on the date/time you designate.
Setting the prior tasks to Skipped status ensures that tasks such as sending test
emails arent repeated every day when the On-demand Campaign entry is run.
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115.
Click on the Recurrence tab.
116.
Verify that Frequency is set to Daily and change Ending to End by.
Enter a date in End by after which no new responses are expected to be
processed in MAT. In this exercise, no more direct mail responses are expected
after six months. Enter the End by date as one week after responses are no
longer expected to ensure incoming responses are sent from the response
capture system and processed in MAT.
MAT will look for new responses every day until the designated end date has
been reached.
117.
118.
Navigate back to the Summary tab.
119.
Click Status link beside the On-demand Campaign entry name.
120.
Select Continue On-demand Campaign on the Status pulldown.
121.
Click Continue on the Comments screen presented.
122.
Verify that the status has changed back to In Progress.
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Hint: Properties Edits after Activation

Should you need to edit elements like Sent From or Subject on a response-triggered
email after its been activated:
Open the In Progress status On-demand Campaign entry.

Click Upload link at the bottom of the Summary tab.
Sign in to MAT File Import Tool.
Click Go to Properties link.
Edit the Email Creative Properties screen as needed.
Click Save to save your changes.
Click Confirm on the Email Creative Import screen.
Click Close on the Email Creative Import Status screen.
The job to load email creative uploads and property changes into MAT eMessage runs
every 20 minutes on MAT Production.
Check the Status link at the bottom of the Summary screen.

When status shows SUCCESS / SUCCESS, your properties edits will be in
effect.
Make your edits carefully. You cannot re-test the email since the On-demand
Campaign entry is already in In Progress status, but any new emails sent to
responders processed after the change should receive a version with the new edits in
place.
MAT Actions
As responses to the 101UT01D direct mail tactic are fed into MAT from IWM, that
response data will be stored in MAT response history.
As the responses to the direct mail tactic are processed by MAT, based on this entry
Collaborate will trigger delivery of the 101UT01E follow-up email and write the
101UT01E tactic code to MAT contact history for each contact targeted with the email.
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B. Ongoing Response Capture: No end date for daily processing

The example illustrated in this exercise was a response-triggered email sent to direct
mail recipients whose registration data comes into MAT over a defined period of time of
six months.
Another campaign might deliver a response-triggered email to contacts who would be
expected to respond over a period of time with no end date by which no more
responses would be received.
In that case, we will need to set up daily recurrence so that MAT processes new
responses every day indefinitely.

5. On the right side of the screen, verify that the status is now On Hold.
6. Click Run to send email to all Test Recipients task.

7. In the window presented, change Status from Finished to Skipped.
This ensures that when the On-demand Campaign executes again, it doesnt send
another set of test emails.
8. Click Save and Finish to return to the Workflow.
[If the only button at the bottom of the window is a Cancel button and there isnt a
Save and Finish button in the window, its because the On-demand Campaign entry
need to be put in On hold status using the Pause On-demand Campaign option as
described above.]
Skipped.
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9. Bypass the Test Email Approval task on the Workflow.

10. Bypass the Run to send followup email task, which is already 100% complete.
11. Click Prepare for Recurrence task on the Workflow.
12. Change Status from Pending to Skipped.
13. Enter 100 in the % Complete field.
14. Select todays date in Actual Start field. Enter a time that is after the prior tasks end
time to avoid having the workflow display the times in red as being misaligned.
15. Click Save and Finish button to return to Workflow.

Workflow will show Prepare for Recurrence task in italics and crossed out since the
status is Skipped.
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16. Click Daily Run task on the Workflow.

How you edit this pane will determine whether the On-demand Campaign runs in the
background on a daily basis to catch responses as they come in over time or if the
On-demand Campaign runs only once on the assumption that all the responses from
the source tactic will be loaded into MAT at one time.
17. Leave the Status on this pane as Pending.
18. Leave the % Complete default value of 0%.
19. Set the Target Start and Target End to 12 hours beyond current date/time.
support this On-demand Campaign template will be run on a daily basis starting on
the date/time you designate.
20. Click on the Recurrence tab.

21. Verify that Frequency is set to Daily and Ending is Infinite.
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25. Select Continue On-demand campaign on the Status pulldown.

26. Click Continue on the Comments screen presented.
27. Verify that the status has changed back to In Progress.
Note that while the Send Production Email Run to send followup email task says Not
scheduled for future runs, the icon on the far right with the arrows indicates that its set
up for recurring runs.
If you cursor over the icon, you will see that the entry is set up to run daily with number
of days between occurrences set to 1. The timeframe is infinite since there is no end
date, but if the entry is cancelled or paused after all responses from the source tactic
code (101UT01D in this case) have been processed, the background flowchart will no
longer run on a daily basis, eliminating the use of unnecessary system cycles.
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C. Ongoing Response Capture: Batched response capture

The example illustrated in this exercise was a response-triggered email sent to direct
mail recipients who would be expected to respond over a defined period of time, after
which no more responses would be received.
Another campaign may deliver a response-triggered email to contacts whose
registration data comes in to MAT all at the same time, such as event attendees and noshows. In that case, we will need to set up daily recurrence so that MAT processes the
batch of responses sent from the response capture system (Example: GRP or AST), but
does not look for new responses after the designated end date has been reached.
5. On the right side of the screen, verify that the status is now On Hold.
6. Click Run to send email to all Test Recipients task.
7. In the window presented, change Status from Finished to Skipped.
This ensures that when the On-demand Campaign executes again, it doesnt send
another set of test emails.
[If the only button at the bottom of the window is a Cancel button and there isnt a
Save and Finish button in the window, its because the On-demand Campaign entry
needs to be put in On hold status using the Pause On-demand Campaign option
as described above.]
Skipped.
9. Bypass the Test Email Approval task on the Workflow.

10. Bypass the Run to send followup email task, which is already 100% complete.
11. Click Prepare for Recurrence task on the Workflow.
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12. Change Status from Pending to Skipped.

13. Enter 100 in the % Complete field.
14. Select todays date in Actual Start field. Enter a time that is after the prior tasks end
time to avoid having the workflow display the times in red as being misaligned.

Workflow will show Prepare for Recurrence task in italics and crossed out since the
status is Skipped.
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16. Click Daily Run task on the Workflow.

How you edit this pane will determine whether the On-demand Campaign runs in the
background on a daily basis to catch responses as they come in over time or if the
On-demand Campaign runs only once after the tactic has been activated on the
assumption that all the responses from the source tactic will be loaded into MAT at
one time.
17. Leave the Status on this pane as Pending.
18. Leave the % Complete default value of 0%.
19. Set the Target Start and Target End to 12 hours beyond current date/time.
support this On-demand Campaign template will be run on a daily basis starting on
the date/time you designate.
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20. Click on the Recurrence tab.

21. Verify that Frequency is set to Daily and change Ending to End by.
Enter a date in End by after which no new responses are expected to be processed
in MAT. In the case of event attendees and no-shows, enter the End by date as
one week after the batch of responses should have been sent from the response
capture system and processed in MAT.
MAT will look for new responses every day until the designated end date has been
reached.
25. Select Continue On-demand Campaign on the Status pulldown.
26. Click Continue on the Comments screen presented.
27. Verify that the status has changed back to In Progress.
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Collaborate Checklist: Response Proactive Email

Access geo Response Proactive Email Collaborate Shared Template
Enter On-demand Campaign entry name using naming convention
Specify market country, campaign ID and Database Marketer ID
In acquisition preference code, select acquisition company or if not applicable,
leave default as All IBM No Acquisition Marketing Company
Indicate tactic delivery as in-scope or not-scope
In source tactic code, key in tactic code which appears on registrations which
will be targeted with this follow-up email tactic
In tactic code, select E-code for follow-up email tactic
Select offer(s) presented by the follow-up email tactic
Upload creative .zip file, designate sent from, reply to, subject line
On Mailing Information tab, designate country, campaign ID, tactic code,
Mailing Document and salutation format. Skip seed list, reminder fields
On Mailing Information tab, enter test email recipients
On Mailing Information tab, designate follow-up tele and/or nurture to be
delivered to email responders
Confirm successful upload of email creative
Verify accuracy of all your entries
Start On-demand Campaign from Status link
Trigger delivery of test emails
Review test email content, links and footers, secure approvals
Update workflow to document test email approval including approvers
Activate send production emails task pending incoming responses
Pause On-demand Campaign and edit workflow: (1) if source tactic code
responses will come in as a single batch, set Run to send email to all test
recipients to Skipped. (2) if responses will come in over time, set Run to send
email to all test recipients to Skipped, then set daily recurrence with or
without a specific end date
Continue On-demand Campaign to ensure status is In progress and
responses from the source tactic code trigger outgoing emails
Once all source tactic responses are in, Finish On-demand Campaign
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Hands-on exercise: Proactive direct mail

Peak Mailing 101UT01D
Collaborate Shared Template: Proactive Mail from List
The first pure proactive tactic in the campaigns design is the direct mail tactic referred
to in the campaign architecture as the Peak Mailing. The mailing consists of a
cardboard box with a triangular-shaped (mountain peak) puzzle inside along with a
printed message that refers the recipient to an IWM response capture form on the web if
s/he wishes to accept either or both of the tactics offers: brochure download and/or a
follow-up call from IBM.
In this exercise, you will first review the audience list created for the tactic, then register
the D-code in MAT and produce the mail list export file to be used by the mail
house/letter shop.
To produce this list, a flowchart was created in MAT Campaign to select contacts from
the Marketing Database (MDb) based on the following criteria:
Contacts in client tier B
Contacts residing in the states of New York (NY), Colorado (CO), Florida (FL),
Arizona (AZ) or Texas (TX)
Contacts with an IT job function (job function code I)
Contacts in job levels 2, 3, 4 or 5
The flowchart also uses logic to apply account and contact-level suppressions and
touch monitoring logic.
Locate & Review the Tactic Audience List

2. Key 101UT01D in the Look For field at the top of the screen and click Find.
3. Click the link to open the list named US_SB_101UT01D_PeakMailing.
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4. Make a note of the list code, which is the lists unique identifier within MAT, not the
lists contact count.
The list code was 1812 when this print-screen was taken, but the list code could
have changed if the list has since been rebuilt from the flowchart.
If the list name reflects the 101UT01D tactic code, you are using the correct list.
5. Scroll down to the List Review section and note the blue link under Counts. The
number is the lists contact count. Click the blue link.
6. Maximize the list review window to see the columns displayed:
URN_CONT and URN_ACCT represent the unique record number (URN) in the
Marketing Database (MDb) for the contact and account presented on the row.
The most efficient way to exclude records from the list would be to exclude the
records based on URN in the Campaign flowchart used to generate the list.
Account-specific data is presented first: country, region, geo, company name,

industry code, employee count, etc.
Contact-specific data is presented next: salutation code, first name, last name,
job function, job level, job title, email address and telephone numbers.
The values at the far right show the contact-level suppression markers: OK to
mail, OK to email, OK to tele. These are indicators only and may not always be
accurate. Permission/suppression indicators are being taken from the
Preference Repository on the MDb which is not included in the list review.
Complete Salutation column at the far right is only used for lists which support
proactive email delivery so will always be blank for lists supporting direct mail.
7. Scroll to the right to review all the columns in the report, then back to the left.
8. This report runs multiple pages. Use the > icon to page forward to page 2.
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9. Click Close button at the bottom right of the screen to close the list review window.
Refreshing the List

Since legal restrictions and IBM policy require that we apply suppressions and touch
monitoring logic to all our tactic audiences, every list should be refreshed against the
database immediately before it is used for tactic execution.
In the training environment, the suppression & TMS markers on the contacts in the
database do not change over time, but in Production, those markers are constantly
being updated, which means that the audience count will likely change between the
time the list was originally generated and the time it is used. Refreshing the list
ensures that the data in the audience list is current and that all audience governance
policies are honored when the tactic is executed.
Rather than burden the training environment with multiple users all refreshing the
same list the same time (which would never happen in Production), the instructor
should refresh the list by clicking the green arrow.
In Production, you should always refresh the audience list immediately before
executing an On-demand Campaign entry using that list.
Editing a List
We wont edit this list since its shared across all training participants and training
classes, but in Production, a MAT user can delete individual records from a list by
clicking the radio button beside a data row, then clicking Save Selections button to
remove the contact form the list.
Clicking the Decline All Records button will delete all contact entries from the list.
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Keep in mind that if you edit a list from this screen and then refresh the list again
later, any contacts you removed manually will reappear on the list since they still fit
the audience selection criteria designated in the flowchart used to produce the list.
To remove contacts or accounts from a list permanently, its best to either manually
delete them immediately before tactic execution or edit the flowchart to remove the
contacts and/or accounts based on the MDb unique record number (URN).
10. Once the refresh is complete, write down the list name, list code & contact count
Tactic Registration
If youre in an On-demand Campaign entry, click Actions, then select Add an Ondemand Campaign from the pull down menu.
If youre in a list entry, click On-demand Campaigns on the left-side navigator, then
click Add an On-demand Campaign link.
15. Click AM Proactive Mail from List to highlight the template name.
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17. Populate the Name field using naming convention of
For this exercise, enter XXX_US_SB_101UT01D_PeakMailing where XXX is your
initials.
22. Scroll down to Campaign Information section.

23. In Market Country, highlight/select United States.
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25. In the pop-up window, verify and accept your campaign ID selection.
26. The DB Marketing field is not populated because the data is not captured in system
that generates tactic codes.
The field does support type-ahead to position to first letter of the users ID.
In Production, you would select the Database Marketer or Unica Specialist who
should receive email notification when the mail list export file is sent to the IBM
secure server.
Company.
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Preference Code.
30. Scroll down to the Tactic Information section.
31. In Tactic Code, enter 101UT01D and click Select button.
32. In the pop-up window, verify and accept your tactic code selection.
33. In the Offers window, hold down the CTRL key to select the two offers presented by
the Peak Mailing direct mail tactic:
BR_Brochure_Campaign-Specific
SB_Follow-up_Call_Generic

34. Scroll down to the Tele Followup section.
The fields in this section allow the user to (1) designate which tele tactic to deliver to
responders, (2) identify which tele resource organization the calls should be routed
to in Leads, and (3) specify whether the tele tactic will be delivered to all responders
or only those who requested a call.
35. In Tele Followup Tactic field, select the On-demand Campaign entry already
created for 101UT02T tele to Peak Mailing call me requests from responders to the
direct mail.
36. In Followup on Call Requests Only field, select Yes.
37. In Tele Followup Resource field, select ibm.com (AG).
Based on the selections made in this section, direct mail recipients who accept the
call me offer presented will be tagged with the 101UT02T tactic code and their
contact records routed to Leads to be called by an LDR in the Americas ibm.com
organization.
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38. Skip the eNurture Stream section, leaving the default of None in eNurture Stream.
According to the campaign design, Peak Mailing responders are not routed into a
nurture stream.
39. Scroll down to the Mailing Information section.
40. In Mail Vendor, select Staples from the list of mail houses presented.
The list of companies in the Mail Vendor field is filtered based on geography. If the
mail vendor you intend to use is not listed, submit a ticket to the support desk to
have the company added to the list.
It may be appropriate to use the geo-specific Default Mail Vendor in specific
situations. We will talk more about the use of this value in the Special
Considerations section of this training.
41. Scroll down to the List Information section.

42. Select No in the Include PO Boxes field on the assumption that the carrier were
using to deliver the dimensional mailing doesnt deliver to post office boxes.
Your selection in this field determines whether or not contacts for whom the MDb
only has a post office box address should be included in the mail export file or not.
Selecting No will exclude contact records in the audience list for which the MDb
has only a post office address when the mail list export file is generated.
Selecting Yes will include contact records in the audience list which have a post
office box address when the mail list export file is generated.
43. In the List Selection box, select the tactic audience list for 101UT01D that you
reviewed at the beginning of this exercise. The picklist of available lists shows the
list name with the list code not the contact count or list size in parentheses.
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44. Click Next>>.

Campaigns view.
Click Next>>.
Verify Entries
47. Verify that the tactic code and other entries are accurate:
Name should follow the naming convention & be spelled correctly.
DB Marketing should be populated with a valid intranet ID.

Company
Tactic Code should be 101UT01D.
Offer Code should show two offers: BR_Brochure_Campaign-Specific and

SB_Follow-up_Call_Generic.
In the Tele Follow-up section, tactic should be 101UT02T with calls on request
only set to Yes and ibm.com (AG) as the selected tele resource.
48. In the Mailing Information section, verify that the entries are accurate:
Mail Vendor should be Staples.
Include PO Boxes should be set to No.
List Selection should reflect the list name/code for the Peak Mailing tactic.
Tactic Activation
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51. Click Continue button on the Comments window.
52. Next Run pane shows the next task to be Audience List Audience List Selection.
The wording implies that the next step is to generate the tactic audience list. In
reality, the tactic audience list has already been generated and youve already
associated it to the On-demand Campaign entry.
In the Proactive Mail from List template, this task applies the logic to include or
exclude contacts with post office box addresses (based on your selection in the
Include PO Box field) and applies account and contact-level suppression & touch
monitoring logic to the list one final time.
53. Click the green arrow to trigger the Audience List Audience List Selection task.
54. Click Cancel on the pop-up window presented.

MAT will refresh the audience list based on the selections made in the template,
including the directive on whether/not to include post office boxes.
When status shows as Run finished, the screen will refresh to show data and a blue
link in the List Review pane above.
56. Notice that the blue link to the list now shows a different contact count/list size than
the list count showed before it was refreshed.
The original list had 2725 contacts. Excluding contact records with only a post office
box reduced the size of the targetable tactic audience list to 2512.
In Production, the refreshed list count could also be affected by recent suppressions
or other edits to the account or contact records in the MDb.
57. To review the list, click the blue list size link in the List Review pane.
58. Click the green arrow beside Audience List Mail List Export to trigger creation
of the mail list export file and write the D-code to MAT contact history table.
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Sending Mail List Export File to Mail House or Letter shop

Shortly after the Audience List Mail List Export task shows Run finished, the mail list
export file will be posted to an IBM secure server. MAT will automatically send email
notification of the files presence on the server to the Collaborate Shared Template
owner, the Database Marketer specified on the entry and the mail house. Within 10
days, the mail house must use their IBM-assigned ID and password to access the
secure server to collect the mail list export file.
MAT Actions
Clicking the green arrow to activate the Collaborate entry not only generates the mail list
export file for the mail house to use, it also writes the 101UT01D tactic code to MAT
contact history for each contact on the associated list.
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Hands-on exercise: Proactive email

Invitations 101UT02E-101UT06E
Collaborate Shared Template: Proactive Email from List
In this exercise, you will create the On-demand Campaign to schedule delivery for one
of the five proactive email invitations designed to drive enrollments for and attendance
at the events in the campaigns design.
In Production, you would repeat these steps to create and activate an On-demand
Campaign entry for each of the five invitation emails in the campaigns design, but in the
interest of time, we will go through the steps for only one of the five.
Email footers
MAT appends an email opt-out footer to all proactive emails. The language utilized for
the email footer is determined by a number of factors:
Production email: The value selected in the Market Country field
Seed list: The language value entered in the Language column of the seed list csv
file that is uploaded to MAT and selected in the Internal Seed List field in the Mailing
Information tab
Test emails: The language selected in the Language field in the Test Recipients
section of the Mailing Information tab
Seed Lists
The exercise will include the steps to upload a seed list. A seed list is an internal
mailing list to which a production email is sent at the same time its sent to its target
audience. Standards for seed lists are posted on the marketing automation wiki under
Best Practices in the Campaign Execution section. Seed lists in either .csv (comma
separated values) or .txt format can be uploaded to MAT.
Reminders
A reminder email is a second copy of the original email sent to contacts who have not
yet clicked on a link within the original email. The content of the reminder must be
identical to the original, but the subject line on the reminder can differ from the original.
This exercise will illustrate how to schedule a reminder email to go out a few days after
the original emails delivery date.
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Locate the Tactic Audience List

1. Click Lists on the left-side navigator to open the Active Lists view.
2. Use Look for/Find to search for an existing list for the invitations email given your
assigned camstudent ID:
IDs camstudent1, camstudent 2, camstudent3, camstudent4

IDs camstudent21, camstudent22, camstudent23, camstudent24
Look for 101UT02E for invitation list to New York event

Look for 101UT03E for invitation list to Miami event

Look for 101UT04E for invitation list to Dallas event

Look for 101UT05E for invitation list to Phoenix event

Look for 101UT06E for invitation list to Denver event
All illustrations in this guide are for the invitations supporting the New York event.
3. Click the list name link to open the list entry for your assigned event location.
4. Make a note of the list code, which is the lists unique identifier within MAT.
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The list code for the invitation to the New York event was 1791 when this printscreen was taken, but the list code may have changed if the list was rebuilt from the
flowchart to incorporate a change made in the meantime. If the list name reflects the
correct tactic code and is designated for the invitations for the correct location, you
are using the correct list.
figure shown there indicates the lists contact count.
6. Click the blue link under Counts to open the list review screen in a new window.
7. Maximize the list review window to see the columns displayed:
URN_CONT and URN_ACCT represent the unique record number (URN) in the
Marketing Database (MDb) for the contact and account presented on the row.
The most efficient way to exclude records from the list would be to exclude the
records based on URN in the Campaign flowchart used to generate the list.
Account-specific data is presented first: country, region, geo, company name,

industry code, employee count, etc.
Contact-specific data is presented next: salutation code, first name, last name,
job function, job level, job title, email address and telephone numbers.
The values at the far right show the contact-level suppression markers: OK to
mail, OK to email, OK to tele. These are indicators only and may not always be
accurate. Permission/suppression indicators are being taken from the
Preference Repository on the MDb which is not included in the list review.
At the far right, the Complete Salutation column displays how the data will appear
in the email if a country-specific greeting/salutation was imbedded in the list. The
data in this column will be inserted in the email if the creative includes a
**SALUTATION** html token and the Complete salutation field is selected as
the salutation format on the Mailing Information tab in the On-demand Campaign
entry created to drive delivery of the proactive email using this list.
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Refreshing the List

Since legal restrictions and IBM policy require that we apply account and contactlevel suppression & touch monitoring logic to all our tactic audiences, every list
should be refreshed against the database immediately before it is used for tactic
execution.
time the list was originally generated and the time it is used, Refreshing the list
same list at the same time (which would never happen in Production), we wont
refresh each of the five lists again before proceeding.
In Production, you should always refresh the audience list immediately before
executing an On-demand Campaign entry using that list.
8. Write down the list name, list code & contact count.
Tactic Registration
If youre in an On-demand Campaign entry, click Actions at the top right of the
screen, then select Add an On-demand Campaign from the pull down menu.
If youre in a list entry, click On-demand Campaigns on the left-side navigator, then
click Add an On-demand Campaign link.
13. Click on AM Proactive Email from List 2v to highlight the template name.
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15. On the Step 1 screen, replace the default value in Name using naming convention of
the Name and select the tactic code you will create this entry for based on your

XXX_US_SB_101UT02E_InvitationNewYork

XXX_US_SB_101UT03E_InvitationMiami

XXX_US_SB_101UT04E_InvitationDallas

XXX_US_SB_101UT05E_InvitationPhoenix

XXX_US_SB_101UT06E_InvitationDenver

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20. Click Next>>.
who should see the entry in their My On-demand Campaigns view and should
receive test emails for this tactic.
Click Next>>.
The DB Marketing field is not populated because the data is not captured in the
On Production, you would enter Notes ID of the Database Marketer responsible for
this campaign/tactic.
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Company.

companies. When an acquisition company is selected, MAT checks for contact
permissions/suppressions from the acquired company client database.
Preference Code.
27. Scroll down to Tactic Information section.
28. In Tactic Code, enter the E-code assigned to your ID and click Select button.

101UT02E for invitation to New York event

101UT03E for invitation to Miami event

101UT04E for invitation to Dallas event

101UT05E for invitation to Phoenix event

101UT06E for invitation to Denver event
30. In the Offers window, select SB_Event Registration_Generic.
31. Click Next>>.
32. On the Step 4 screen, select the list name (list code) you wrote down earlier.

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Use the list for the 101UT02E invitation to New York event

Use the list for the 101UT03E invitation to Miami event

Use the list for the 101UT04E invitation to Dallas event

Use the list for the 101UT05E invitation to Phoenix event

Use the list for the 101UT06E invitation to Denver event
33. Click Next>>.

Seed List Search and Upload

Every Demand Programs Professional is strongly encouraged to put themselves on the
seed list to ensure receipt of both production emails and (where used) reminder emails
sent from MAT.
In addition to the seed list designated by the Demand Programs Professional, all
proactive emails are also sent to a seed list managed by Pivotal Veracity, a vendor IBM
contracts with to monitor our email deliverability across a wide range of email service
providers. As of mid-2010, the Pivotal Veracity seed lists accounted for 144 email
addresses in North America, 220 in Europe and 163 in Japan/AP, but these counts are
excluded when the email appears on CDPM reports.
Guidelines for creating and formatting country and program-specific seed lists are
posted on the Marketing Automation wiki.
35. Scroll down to the bottom of the Summary tab.
36. Click Upload link at the bottom of the screen.
37. Maximize the MAT File Import window presented.
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38. Sign on using your assigned camstudent ID and password.

In Production, you will sign on using your IBM intranet ID and password.
40. On the left-side navigator, click Seed List.
MAT presents the seed list search and upload screen:
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41. To search for an existing seed list, scroll down to the Search section.
42. In the Country field, highlight/select United States.
43. In the Program field, select Social Business.
44. Click Submit to display all existing United States seed lists for the Social Business
program.
If you enter a value in the List Name field, you can also search for an existing seed
list by name.
If the view displayed the name of a seed list you wanted to use, you could designate
that seed list when you complete the On-demand Campaign entry using the
Proactive Email from List. In this exercise, well upload a new seed list.
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45. Click << Back to return to the Upload and Search screen.
The seed lists displayed will be available for selection when creating a proactive
email tactic for United States execution in support of a campaign aligned to the
Social Business program.
In Production, you can delete a seed list by using the Delete button on the right.
46. To upload a new seed list, scroll up to the Upload section.
47. In Country field, highlight/select United States.
48. In Program field, select Social Business.
49. In List Name, enter XXX_US_SB_EWE_Seed_List where XXX is your three-letter
initials and SB EWE stands for Social Business (program) and Exceptional Work
Experience (WW Campaign).
There isnt a formal naming convention for seed lists, but using scope, program and
a meaningful description can make it easier to select from a picklist in which multiple
seed lists appear.
50. Click Browse button to access your hard-drive.

51. Navigate to the folder on your hard-drive where the seed list is stored.
When you downloaded the seed list file from the media library based on instructions
in the pre-class logistics note, it was suggested that you store the files in a MAT
Training Creative folder in the My Documents folder on your hard drive.
Seed lists can be uploaded in either comma separated values (.csv) format or .txt
format.
52. Highlight the seed lists file name and click Open button.
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MAT will insert the file path in the File field:

MAT will display a seed list upload confirmation message:
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54. Click the Preview button to validate the seed lists content.
55. Click Close button to close the seed list preview.

56. Click Close button again to close seed list upload and search function.
Once uploaded, the seed list can be used for any proactive email tactic in this
country and framework program.
Email Creative Upload

57. From the Summary tab, click the Upload button again.
You may/not be prompted to sign in to MAT File Import again. MAT will probably
route you directly to the Email Creative Upload screen.
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58. Validate that the E-code displayed is the one you intend to upload creative for.
59. Click Browse button to navigate to the folder on your hard-drive where the zip file
storing the email creative for the email invitation is stored.
60. Highlight the .zip file and click Open.
MAT will insert the file path in the Creative Package field:
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To verify the zip file name before proceeding, position your cursor in the field and
click the End button on your keyboard:

The Email Creative Properties screen displays:
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62. The Sent From (Display Name) box displays the text which will appear as the
sender in the email recipients in-box. The value in the Sent From box defaults to
IBM Marketing, but the value can be replaced.
If required, replace IBM Marketing with Lotus Marketing in the Sent From
box.
Be aware that what our customers see in their inbox and what we as IBMers see in our inbox
The customer sees:
The Sent From in this example is IBM Software and the actual sent from email address is
the MAT File Import Tool
63. The Reply To box designates the email address customer responses should be
routed to if the recipient uses the Reply function in their email in-box. MAT File
Import Tool validates the entry to ensure it includes an @ sign.
standard reply-to address for North America.
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The Email Document field displayed a system-generated document ID.
64. The Subject box specifies the text which will appear as the emails subject in the
recipients in-box. It is not necessary to put the entry in quotation marks.
Special Notes:
While MAT will accept a subject line of up to 200 characters, keep in mind that
lengthy subject lines may be truncated in the recipients in-box view.
In Production, if this field is not displayed, it may mean that the HTML is corrupted
and needs to be sent back to the agency which originated it to be corrected.
Enter Dont miss your peek register now for Lotus event! in Subject.
65. The Reminder subject optional field specifies the text which will appear in the
subject line if/when the creative is sent again as a reminder.
Enter Its not too late register now for Lotus event in Reminder subject.
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In Production, you could use the Preview button to review the HTML file youve
uploaded. In Training, the file is just a sample.
66. Click Save button.
The Email Creative Import screen displays a confirmation showing the name of the
file youve uploaded:
67. On the Email Creative Import screen, click Confirm button.

The Email Creative Import Status screen shows the status of your creative import:
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Upload to staging area action will show a status of SUCCESS, but the process to
import and publish the email creative file, which is a prerequisite to sending emails,
can take up to 20 minutes in Production depending on the timing of your upload
relative to the schedule under which the upload processing jobs run.
On Production, the jobs run at 05, 20, 35 and 50 minutes after the hour.
68. Click Close to close the MAT File Import window.

70. Click on the Mailing Information tab.
71. Click the Edit link beside the On-demand Campaign name.
MAT displays the Mailing Information tab in edit mode.

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73. In IBM Campaign ID, key in 101UT and click Select button.
74. In the pop-up window, accept your IBM Campaign ID selection.
75. In Tactic Code, key in your assigned E-code and click Select button.

101UT02E for invitation to New York event

101UT03E for invitation to Miami event

101UT04E for invitation to Dallas event

101UT05E for invitation to Phoenix event

101UT06E for invitation to Denver event
76. In the pop-up window, accept your tactic code selection.

77. The value in Mailing Document may auto-populate based on your tactic code
selection. If not, select the appropriate document ID from the pull down presented.
The Mailing Document field will be blank if:
You have not yet uploaded the email creative using the Upload link on the
Summary tab.
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You keyed in the Campaign ID and/or Tactic Code but did not click the Select
button to accept the value on the pop-up window.
your email recipients if the **SALUTATION** token is included in the HTML field
target audience list and only if that list displays data which incorporates a
country-specific greeting in the Complete Salutation column displayed at the far
right of the list review screen.
target contacts first and last name.

80. Select the seed list you uploaded (scroll to your initials) in Internal Seed List.
81. Select Yes from the Send Reminder Email pull down.
82. In the Test Email Recipients fields, enter the email addresses and names of up to
five (5) test email recipients.
Keep in mind that all MAT users designated on the People tab will automatically
receive test emails as will the owner of the On-demand Campaign entry. Even if you
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will receive a test email at your IBM email address, it may be desirable to enter your
personal email address as one of the test email recipients to see how the email
looks when rendered through an email platform other than Lotus Notes.
The Title field is intended to be used to specify the test email recipients salutation
code such as Dr., Mr. or Mrs. The Title value will be used in the test emails if the
salutation format youve selected utilizes the **SALUTATION** token in the HTML.
83. For each test email recipient, the appropriate language value must be selected from
the pull down presented.
Your selection determines the correct legal footer that will be appended to the email.
This legal footer applies to both the email in the clients inbox as well as the online
email version.
For the purposes of this exercise, select United States in the Language field.
84. Review fields in the Tactic Information section. This data is inherited based on the
tactic code you selected in Tactic Code at the top of the screen.
85. Skip the Tele Followup section.
According to the campaign design, responders to the invitation will not be routed to a
follow-up tele tactic.
In Production, you would need to select --No Tele Resource-- in the Tele
Followup Resource field if no follow-up is required as part of the campaign design.
86. Skip the eNurture Stream section.
According to the campaign design, responders to the invitation will not be routed into
a nurture stream.
Followup Resource field if no follow-up is required as part of the campaign design.
87. Click Save Changes button.

88. Review the entries to verify their accuracy:
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Market Country should be United States.
IBM Campaign ID should be 101UT.
Verify that Tactic Code reflects the E-code assigned for your student ID.
Confirm that the entry in Mailing Document reflects the correct tactic code and
has a description of LPP Invitation.
Confirm that Salutation Format reflects your selection.
Verify that your seed list appears in Seed List.
Send Reminder Email should be set to Yes.
Check the accuracy of the entries in Test Recipients fields.
Tele Followup & eNurture Stream sections should be blank.
Verify Entries Tactic Information tab

89. Navigate to the Tactic Information tab to verify the entries there:

Company
Tactic Code should be the E-code for your assigned student ID.
Offers should be SB_Event Registration_Generic.
Verify Entries Production List tab

90. Navigate to the Production List tab to verify that the correct list name (list code)
appears.
Send Test emails

91. Click Summary at the top of the screen.
Note that a Reminder Email tab exists. There are no user-editable fields on this tab,
but the tab must exist to support the reminder email functionality.
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92. Click the Status link at the bottom of the screen to confirm that both steps in your
email creative upload task show a status of SUCCESS.
93. Click Close button to close the MAT File Import Tool.
94. Scroll to the top of the Summary. Click Status link beside the On-demand
Campaign name.

96. Click Continue on the Comments window presented.
Summary tab should now show that the Next Run will send test emails:
97. Click the green arrow to trigger delivery of the test emails.
99. Watch as the tasks status moves from Queued to Running to Run finished.
sent out.
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In Production, the owner of the On-demand Campaign entry will automatically

receive the test email, as will everyone designated as a test email recipient on the
Mailing Information tab and any/all MAT users designated on the entrys People tab.
Test Email Review & Correction

If errors are identified in the test emails, they must be corrected before you refresh the
associated list, otherwise you wont be able to send another set of test emails to
validate the corrections have been made properly.
the original files with the new ones, and since the file names are the same, there
is no need to edit the Mailing Information tab to re-select the Mailing Document
file name.
Click Upload link.
Test Email Approval

100.
Once the test emails have been sent, received and approved, re-access the Ondemand Campaign and click >> then select Workflow to access the Workflow
tab.
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The Workflow tab presents a series of tasks leading up to tactic execution. The
screen is broken by a vertical line into two tables. Scroll bars at the bottom allow
you to scroll right in either table.
The workflow will show that the task to send test emails is 100% complete. The
next task is to indicate that the test emails have been approved.
101.
Click Test Email Approval link to open a window for the task.
102.
Click Status pull down and select Finished to indicate that the test emails have
been approved. MAT will automatically update the percentage to 100%.
Click the calendar icon beside the Actual Start field to select date test email
approval review started. Enter the time the test email review started as well,
making sure the Actual Start date/time you enter are after the Actual End
date/time on the prior task, otherwise the dates will appear on the workflow in red
because a task cannot begin before the prior task has ended.
You can leave the Actual End date/time blank as they are not required fields.
In Comments, enter the names of those who approved the test email.
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Hint: To access the comments entered at a later date, navigate to the Analysis
tab using the >> arrows at the top of the screen. Select All Revisions from the
pulldown on the right side of the screen. The comments entered showing who
approved the test emails will appear with the Task Updated: 1.2 test email
approval entry.
103.
Click Save and Finish button at the bottom of the window.

Workflow tab will show the test emails approval task as 100% complete:
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Refresh Tactic Audience List

104.
Click << and Summary to navigate back to the Summary tab.
105.
The Next Run pane shows a green arrow for Create Production List.
Click the green arrow. While the task reads Create Production List, the list has
already been generated and youve associated it to the On-demand Campaign
entry.
106.
Click Cancel when the warning message about modifying dates appears.
107.
Watch as the job progresses from Queued to Running to Run finished.

The logic in the Proactive Email from List template checks the contacts on the list
for recent account and contact-level suppression changes, but it does not apply
touch monitoring logic again, which is why its important that you refreshed the
list from the List view to ensure that all audience governance policies are
honored before executing the tactic. The refresh list task in the Collaborate
Shared Template does not pick up any new contacts which meet the target
audience selection criteria for the tactic. Refreshing the lists from the Lists view
in Collaborate could add new contacts where appropriate.
108.
When the job finishes, a blue link in the List Review pane shows the contact
count on the list and provides access to the list itself.
In the training environment, the list counts rarely change when the list is
refreshed because the environment is linked to a canned database and not the
MDb, but in Production, you might see some change in the list count based on
database changes on the contact records in your target audience.
Trigger or Schedule Email Delivery

Immediate Delivery with no Reminder
If you want to trigger immediate delivery of the invitation emails and did not intend to
send reminder emails, click the green arrow in the Next Run pane labeled Send
Production Email.
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Schedule Delivery with no Reminder

If you want to schedule delivery of the invitation emails for a future date and do not
intend to send reminder emails, use the calendar icon on the Send Production Email
Run to send to Production List pane to set the delivery date & time for the production
email.
When scheduling a production email for delivery in the future, keep in mind that the
production list has already been refreshed to honor suppression & TMS so the
scheduled delivery date should not be more than a day or two in the future and that the
schedule date and time set on the Edit the Run Schedule window are based on the
MAT servers system date & time, which are US Eastern time.
Immediate Delivery with Reminder

If you want to trigger immediate delivery of the invitation emails and schedule a
reminder email at a later date, you would click the green arrow in the Next Run pane
labeled Send Production Email.
When the production email run task shows Run finished, use the calendar icon on the
Reminder Email: Run to Send Reminder pane to set the delivery date & time for the
reminder emails.
When scheduling reminder emails, keep in mind that their schedule date must be 21
days or less after the original email went out and that the schedule date and time set
in MAT are based on the MAT servers system date & time, which are US Eastern time.
Reminder emails which are scheduled for delivery outside the 21 day allowable window
are not sent.
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Scheduled Delivery with Reminders

If you want to schedule future-date delivery of the production email and schedule
delivery of the reminder email, you could schedule the production email on the
Summary screen, but in that case the pane to schedule the reminder email will not
appear on the Summary tab until the production email has been sent.
When scheduling both the production email and reminder email for a future date, it
works best to set the scheduled dates & times from the Workflow tab.
In this exercise, well schedule delivery of the production email for tomorrow with
delivery of the reminder email a week after that.
109.
Click Status link next to the On-demand Campaign name.
110.
111.
Click the Continue button in the Comments window presented.

This action changes the status indicator on the entry to On Hold.
112.
Click >> and Workflow to access the Workflow tab again.

The view now shows that the task to refresh the production list is 100%
complete:
113.
Click the Production List Review link to update the status of the task.
114.
Change the Status to Finished.
115.
Use the calendar icon to set the Target Start date.
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Again, make sure the date and time selected are after the Target End date/time
of the prior task on the workflow.
116.
Use the calendar icon to set the same date and time as the Target End date.
117.
Click Save and Finish button at the bottom of the window.

Workflow will show the task is 100% complete.
118.
Next step is to schedule delivery of the email invitations.

Click Run to send to Production List task on the workflow.
119.
Do not change Status. Leave the Status as Pending.
120.
Were going to schedule delivery for 5 AM local time tomorrow.

Edit Target Start and Target End to schedule delivery to the audience at 5 AM
their local time tomorrow, keeping in mind that MATs system date & time are set
to US Eastern time. [Consult a time zone converter website if necessary.]
121.
Click Save and Finish button to close the window.

If there isnt a Save and Finish button at the bottom of the window, its because
your On-demand Campaign entry is still in a status of In Progress. Click the
Status link and select Pause On-demand Campaign to put the entry in On Hold
status. Once the entry shows as On Hold on the right side of the screen, repeat
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the steps to schedule the delivery of the production email from the Workflow tab.
When the entry is in On Hold status, the Save and Finish button should appear
in the workflow task window. You will change the status back to In Progress at
the end of the exercise.
122.
Scroll right on the workflow to review the Target Start and Target End columns.
The task will not show as complete since delivery is still pending:
Schedule Reminder Emails

123.
Click Run to send Reminder task on the workflow screen.
124.
Do not change Status. Leave the Status as Pending.
125.
Edit Target Start and Target End to schedule the reminders delivery.
Reminder emails are delivered to contacts who were sent the original email but
do not have a record in response history for the tactic.
Reminder emails must have the same content as the original, but can have a
different subject line, which is designated in the upload process.
Schedule the reminders delivery for 5 AM one week after the delivery of
the original invitation email.
Keep in mind when scheduling that the MAT system is on US Eastern time.
[Consult a time zone converter website if necessary.]
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126.
Click Save and Close button to close the window.

Workflow will show scheduled date/time in the Target Start and Target End
columns, but will not show the task as complete since delivery is still pending:
127.
Click << and Summary to return to the Summary tab.
128.
Verify that the Next Run Send Production Emails task shows the correct date
and time (in US Eastern time) for future delivery of the production emails.
The scheduled date/time for the reminder emails do not appear on the Summary
screen but are stored in the Workflow.
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129.
130.
Click Continue On-demand Campaign.
131.
Click Continue in the Comments window.
132.
Verify that the status on the right now shows as In Progress.
Since the entry is in In Progress status, MAT will deliver the production emails when
the system time reaches the scheduled delivery date & time designated in the workflow.
MAT will send the reminder emails to those who have not already clicked on an offer
link in the original email when the system time reaches the scheduled delivery time &
date designated in the workflow for reminder delivery.
If the On-demand Campaign entry is left in On Hold status, the production email will
not be sent out, nor will the reminder emails go out a week later.
MAT Actions
Clicking the green arrow to activate the Collaborate entry triggers delivery of the
invitation email to each contact on the associated list and writes the E-code to MAT
contact history for each contact on that list.
Repeat for All Invitations

Campaign entry for each of the five invitations in the campaigns design.
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Collaborate Checklist: Proactive Email from List

Access the target audience list from the Lists view in Collaborate
Refresh list to update for audience governance compliance
Access geo Proactive Email from List Collaborate Shared Template
Enter On-demand Campaign entry name using naming convention
Designate other MAT team members on People tab
Specify market country, campaign ID and Database Marketer ID
In acquisition preference code, select acquisition company or if not
applicable, leave default as All IBM
Specify tactic code, offers and audience list name
Upload creative .zip file, designate sent from, reply to, subject line(s)
Upload seed list (if necessary/desired)
On Mailing Information tab, designate country, campaign ID, tactic code
and Mailing Document
On Mailing Information tab, indicate use of reminders and/or seed list
On Mailing Information tab, designate salutation format, test email
recipients, follow-up tele and/or nurture
Confirm successful upload of email creative
Verify accuracy of all your entries
Start On-demand Campaign from Status link
Trigger delivery of test emails
Review test email content, links and footers, secure approvals
Update workflow to document test email approval including approvers
Refresh and review target audience list
Update workflow to confirm target audience list review
Trigger or schedule delivery of production emails
Schedule delivery of reminder emails (if desired) no more than 21
calendar days after production email delivery
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Reminder Email Realities
Reminders are sent to contacts who according to MATs response history table
have not clicked on a hyperlink in the original email.
A reminder must contain the same creative as the original, but can use a different
subject line. The reminders subject is designated in the creative upload process.
Because they use the same content as the original, reminders are not recorded in
MAT contact history and are not counted as a touch in TMS.
Contacts suppressed for email since the original was sent are not sent reminders.
Reminder emails must be scheduled for 21 days or less after the delivery of the
original production email.
Reminders scheduled for delivery outside the 21 day window are not sent. In that
case, the owner of the On-demand Campaign entry is notified via Notes that A
scheduled reminder email failed because the execution date exceeded 21 days from
the sent date of the original production email.
Email On-demand Campaign Entry Common Errors

You will get a flowchart cannot run error when running the task to send test emails if
Creative has not been uploaded. Click Upload link at the bottom of the Summary
tab to upload the email creative and designate creative properties. Make sure the
Mailing Information tab is populated and check the Status link at the bottom of the
Summary tab shows SUCCESS for both actions, then click the green arrow to send
test emails again.
Task to upload the creative hadnt completed when the green arrow to send test
emails was clicked. The job runs every 15 minutes on MAT Production at 05, 20, 35
and 50 minutes after the hour. Give the task more time. Check the Status link at the
bottom of the Summary tab. When it shows SUCCESS for both actions, click the
green arrow to send test emails again.
Mailing Document field on Mailing Information tab is not populated. Open the
Mailing Information tab, click Edit, populate the fields on the tab, click Save
Changes. Back on Summary, click the green arrow to send test emails again.
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Email Creative Upload Common Errors

Refer to the Marketing Automation wiki Campaign Execution section for guidance on
email creative standards.
Special characters in the file name, a folder inside the zip file & a subject line longer
than 55 characters can all cause errors in the creative upload process.
If you upload the creative again to correct an error, you should use the same .txt and
.html file names when uploading a replacement creative file. MAT will replace the
original file with the new creative file if the .txt and/or .html file names are the same.
Be aware that if the replacement .txt or .html file has a different file name than the
original, the corrected file will not replace the original in eMessage; the new file will
be stored along with the original file which contained the error. In that case, MAT File
Import Tool will still show a status of FAILURE for the tactic in MAT File Import Tool.
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Hands-on exercise: Proactive tele

Booster Calls 101UT03T-101UT07T
Collaborate Shared Template: Proactive Tele from List
In this exercise, you will set up the On-demand Campaign for one of the five booster
calls designed to call recipients of the event invitation email to drive attendance at the
roadshow events.
Locate the Tactic Audience List

1. Click Lists on the left-side navigator to open the Active Lists view.
2. Use Look for/Find to search for an existing list for the booster calls given your

Look for 101UT03T for New York booster calls list

Look for 101UT04T for Miami booster calls list

Look for 101UT05T for Dallas booster calls list

Look for 101UT06T Phoenix booster calls list

Look for 101UT07T for Denver booster calls list
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3. Click the list name to open the list entry.

4. Write down the list name and list code.
Illustrations shown are for the booster call to drive attendance at the New York
event.
The list code for the booster call supporting the New York event was 1797 when this
print-screen was taken, but the list code may have changed if the list was rebuilt
from the flowchart to incorporate a change. If the list name reflects the correct tactic
code and is designated for the booster call for the correct location, you are using the
correct list.
figure shown there indicates the lists contact count.
Refreshing the List

Since legal restrictions and IBM policy require that we apply account and contactlevel suppression & touch monitoring logic to all our tactic audiences, every list
should be refreshed against the database immediately before it is used for tactic
execution.
time the list was originally generated and the time it is used. Refreshing the list
same list at the same time (which would never happen in Production), we wont
refresh each of the five lists again before proceeding.
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In Production, you should always refresh the audience list by clicking the New
Stage: Flowchart Run green arrow immediately before executing an On-demand
Campaign using that list.
Tactic Registration
6. From the list entry, click On-demand Campaigns on the left-side navigator.
7. Click Add an On-demand Campaign link.
11. Click AM Proactive Tele from List to highlight the template name.

For the purposes of this exercise, which tele tactic you will set up is based on your
assigned camstudent ID. When you enter the name, insert your three-character
initials at the front of the Name where XXX is your initials:

XXX_US_SB_101UT03T_BoosterNewYork

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XXX_US_SB_101UT04T_BoosterMiami

XXX_US_SB_101UT05T_BoosterDallas

XXX_US_SB_101UT06T_BoosterPhoenix

XXX_US_SB_101UT07T_BoosterDenver

17. Target Start and Target End can be left blank.
On Production, you would enter the intranet ID of the Database Marketer

responsible for this campaign/tactic.

23. In Tactic Code, key in your assigned T-code and click Select button.

101UT03T Booster call for New York City
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101UT04T Booster call for Miami

101UT05T Booster call for Dallas

101UT06T Booster call for Phoenix

101UT07T Booster call for Denver
Dont overlook the Tele Resource field on the right side of the screen.
25. In Tele Resource, select ibm.com (AG).
This selection determines which tele organization will be responsible for making the
booster calls from MAT Leads.
26. In the List Selection box, select the list name (list code) you wrote down earlier.
IDs camstudent1, camstudent2, camstudent3, camstudent

Use the list for 101UT03T Booster call for New York City

Use the list for 101UT04T Booster call for Miami

Use the list for 101UT05T Booster call for Dallas

Use the list for 101UT06T Booster call for Phoenix
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Use the list for 101UT07T Booster call for Denver
27. Due to a limitation in MAT Leads, tele tactics are limited to a single offer.
In the Offer Information box, select SB_Event_Registration_Generic.
In Production, the offers will be displayed according to the following naming
28. Click Next >>.
29. The Step 2 screen is the People tab.
In Production, you would select MAT users who are part of the team and should see
the entry in their My On-demand Campaigns view.
Click Next >>.
Verify Entries
31. Verify the tactic code, offers & other entries are accurate:
Tactic code should be the T-code for your assigned student ID.
Tele resource should be ibm.com (AG).
List Selection field should reflect the list name (list code) for your T-code.
Offer Code should be SB_Event Registration_Generic.
Tactic Activation
The On-demand Campaign templates for proactive mail and proactive email include
task panes on the Summary tab to refresh the list before activating the tactic. The
proactive tele template does not incorporate a list refresh task making it particularly
important that you refreshed the list from the Lists view before creating the On-demand
Campaign entry and/or clicking the green arrow here. If you execute the tele tactic using
a list that is more than 24 hours old, the tele tactic could be delivered in violation of
IBMs audience governance policies and/or local law.
34. Click Continue in the Comments window.
35. Click the green arrow beside the On-demand Campaign entry.
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36. Click Cancel if a warning message about modifying dates appears.

38. Confirm that the status in the top right shows as In Progress.
Clicking the green arrow triggers real-time delivery of the booster calls to the
contacts on the associated list. Contact records will be tagged with the T-code and
passed via Leads to the tele resource specified.
MAT Actions
Clicking the green arrow to activate the Collaborate entry routes the contact records
from the associated list to MAT Leads with the T-code attached and writes the T-code to
MAT contact history for each contact on that list.
Repeat for All Booster Calls

Campaign entry for each of the five booster calls in the campaigns design using a
separate list for each.
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Hands-on exercise: Response-triggered proactive tele

Nurture stream responders follow-up tele 101UT18T
Collaborate Shared Template: WW Response Tele
In this exercise, you will select the same Collaborate Shared Template used in the prior
exercise to register/activate the reactive follow-up tele to internet banner responders,
but this time you will use it to register/activate the response-triggered proactive tele
tactic which will be delivered to contacts who respond to one/more of the touches in the
campaigns nurture stream.
Based on the campaign design, delivery of the 101UT18T tele follow-up call is delivered
under the scope of transaction guidelines which allow a single follow-up tactic to
bypass contact-level suppression and touch monitoring as long as the follow-up tactic
explicitly acknowledges the prior transaction (response) and is directly aligned to the
interest demonstrated by that response, thereby continuing the marketing
conversation.
Tactic Registration
If youre on an On-demand Campaign entry, click Actions button at the top right of
the screen, then select Add an On-demand Campaign from the pull down menu.
5. Click on WW Response Tele to highlight the template name.
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Name where XXX is your initials: XXX_US_SB_101UT18T_NurtureTele
13. In the IBM Campaign ID field, enter 101UT and click Select button.
14. In the pop-up window, verify and then accept your campaign ID selection.
15. In DB Marketing field, on Production you would enter the IBM intranet ID of the
Database Marketer responsible for this campaign/tactic.
16. In Acquisition Preference Code field, select All IBM No Acquisition Marketing
Company
In the Tactic Scope field, you will designate whether the T-code youre registering is
categorized as reactive, in-scope response-triggered proactive or not-scope
response-triggered proactive. The selection made here determines whether the
Collaborate Shared Template should bypass account & contact-level suppression
and TMS (reactive), apply account-level suppression and bypass contact-level
suppression & TMS (in-scope), or apply account & contact-level suppression & TMS
(not-scope).
18. In the Tactic Scope field, select In Scope.
The In Scope value is the correct choice in this scenario because the campaign
design designates that 101UT18T will be delivered to all nurture stream responders.

20. In Tactic Code field, enter 101UT18T and click Select button.
21. In the pop-up window displayed, verify and then accept your tactic code selection.
You will designate a tele resource to make the calls when you create the Collaborate
entries for the tactics which use 101UT18T for follow-up tele.
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22. In the Offers window, select SB_Meeting with Sales_Generic.

The calls offer is essentially a one/one meeting with an IBM sales resource.
23. Skip the eNurture Stream section.
According to the campaigns design, responders to the 101UT18T call are not
automatically routed into a nurture stream. In fact, the contacts wholl receive the
101UT18T tele follow-up call are receiving that call because they have already been
part of a nurture stream and responded to one/more of that streams touches.
24. Click Next>>.
25. The Step 2 screen is the People tab. In Production, you select MAT users who are
part of the team and should see the entry in their My On-demand Campaigns view.
Click Next>>.
Verify Entries
27. Before proceeding, verify the entries youve made for accuracy:
DB Marketing should be populated with a valid IBM intranet ID.
Acquisition Preference Code field should be populated with All IBM No

Acquisition Marketing Company.
Tactic Scope should be In Scope.
Tactic Code should be 101UT18T.
Offers should be SB_Meeting with Sales_Generic.
Tactic Activation
30. Click Continue button in the Comments window.
32. Click Cancel if a warning message about modifying dates appears.
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MAT Actions
Activating the Collaborate entry by clicking the green arrow ensures that the 101UT18T
code shows an In Progress status and is selectable in the On-demand Campaign entry
well create later to register the campaigns nurture stream.
In this scenario, clicking the green arrow does not write the 101UT18T tactic code to
contact history or trigger delivery of the tactic code to Leads, but when/if a contact
responds to one of the nurture touches for which the T-code is designated as follow-up
tele, MAT will write the 101UT18T tactic code to the responders contact history & route
the contact record to MAT Leads at that time.
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Hands-on exercise: Nurture test emails

Nurture Stream Touch 1 101UT07E
Collaborate Shared Template: Proactive Email from List
The WW eNurture Not Scope Shared Template was designed to include email creative
upload capability, but the function to send test emails which are part of a stream was
not incorporated into the original design of the template. The functionality to incorporate
the task of sending test emails for nurture touches will be incorporated into a future
release of MAT.
To set up a nurture stream, you will first need to upload the creative and send/approve
test emails for all three touches in the nurture stream using your geos Proactive Email
from List template.
You will create one On-demand Campaign for each of the three touches in which you
will register each tactic code to MAT, upload the email creative, send and approve test
emails. Rather than activate each On-demand Campaign template, you will mark each
entry Cancelled to ensure the E-codes are selectable in the WW eNurture Not Scope
On-demand Campaign template.
Note, whilst the geo Proactive Email from List template requires you to select an
acquisition preference code, this selection is not activated from this template. The
selection for the acquisition preference code field will be made on the WW eNurture In
Scope and the WW eNurture Not Scope On-demand Campaign templates.
In this exercise, you will create the On-demand Campaign for Touch 1 in the nurture
stream, upload the email creative for Touch 1 and cover the process to send test
emails. In the interest of time, the On-demand Campaigns for Touch 2 and Touch 3
have already been set up for you.
Collaborate Shared Template: WW eNurture Not Scope

Once the test email for each nurture touch has been approved and the On-demand
Campaigns you used to send the test emails have been marked Cancelled, you will
create an On-demand Campaign using the WW eNurture Not Scope template. In that
entry, you will designate which E-code is to be used for each of the three touches in the
nurture stream, define the offers presented by each and designate the interval between
deliveries of each touch in the stream. You will also select a value in the acquisition
preference code field.
In the next exercise, you will create the On-demand Campaign entry to define the
nurture streams content, offers and touch intervals.
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Nurture Stream Set-up Tasks
Register nurture touch 1 and upload creative using geo Proactive Email from List
Collaborate Shared Template.
Test and approve email creative for touch 1, then change status to Cancelled to
prevent accidental delivery as a stand-alone email and ensure entry is selectable
in the WW eNurture Not Scope template.
Define nurture touch sequence, offers and delivery intervals using WW eNurture
Not Scope Collaborate Shared Template.
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Nurture Touch 1 Tactic Registration

1. If youre on the Home page, click Add an On-demand Campaign.
3. Click on the plus sign beside Shared Templates.
4. Click on the plus sign beside Americas Geo.
5. Click on AM Proactive Email from List 2v to highlight template name.

7. Replace the default value in the Name field using naming convention of
For this exercise, insert your three-character initials at the front of the Name
XXX_US_SB_101UT07E_NurtureTouch1 where XXX is your initials.
11. Target Start and Target End date should be left blank.
12. Click Next>>.
13. The People tab displays. In Production, you would select MAT users who are part
of the team and should see the entry in their My On-demand Campaigns view.
Click Next >> to display the Tactic Information screen.
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17. In the DB Marketing field, on Production you would enter the Notes ID for the
Database Marketer responsible for the campaign/tactic.
18. In Acquisition Preference Code field, leave the default as All IBM No
Acquisition Marketing Company.
19. Scroll down to the Tactic Information section.
22. In the Offers window, select OD_Online_Demo_Campaign-Specific.
23. Click Next >>.
24. In the Target Lists box, scroll down and highlight eNurture Test List.
This list was specifically created to be used when uploading email creative to send
test emails for nurtures streams.
By design, the list has a contact count of zero (0), which ensures that even if the Ondemand Campaign is activated in error, the touch 1 email will not be sent to any
MDb contacts.
The enurture test list exists in Production as well, but under a different list code.
25. Click Next>>.
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Nurture Touch 1 Creative Upload

27. Scroll to the bottom of the Summary tab and click Upload link.
28. Maximize the window which opens to the MAT File Import sign-in screen.
29. Sign in with your camstudent ID and password.
In Production, you will sign in with your IBM intranet ID and password.

31. On the Email Creative Upload screen, click Browse button to access your hard-drive
to search for the email creative package already stored there.
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32. Navigate to the folder on your hard drive where the zip file housing the appropriate
email creative is saved.
33. Highlight the zip file you wish to upload and click Open button.
MAT will insert the file path in the Creative Package field.
To verify the zip file name before proceeding, position your cursor in the field and
click the End button on your keyboard:

The Email Creative Properties window displays:
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35. Edit the Sent From box to insert text you want to appear in the email recipients inbox when Touch 1 is delivered. The value in the Sent from box defaults to IBM
Marketing, but the value can be replaced.
If necessary, replace the default value of IBM Marketing with Lotus
Marketing
Be aware that what our customers see in their in-box and what we as IBMers see in our in-box
The customer sees:
The Sent From in this example is IBM Software and the actual sent from email address is
the MAT File Import Tool.
36. Edit the Reply To box to designate the email address customer responses should
be directed to if the recipient uses the Reply function in their email in-box. MAT File
Import Tool validates the entry to ensure it includes an @ sign.
Likely each IMT or country has a standard email address used for this purpose.
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standard reply-to email address for North America.
The Email Document field displays a system-generate document ID.
37. The Subject box allows you to specify the subject line you want to appear in the
recipe recipients in-box. It is not necessary to put the subject line in quotes.
Special Notes:
While MAT will accept a subject line of up to 200 characters, keep in mind that the
subject line may be truncated in the recipients in-box view if the subject line is
lengthy.
Enter See what Lotus can do download the demo today! in Subject.
38. Skip the optional Reminder subject field. Use of reminders is not appropriate since
reminders are delivered at a designated date/time which cannot be predetermined
for response-triggered tactics such as nurture streams.
39. Click Save button.

40. Click Confirm button on the Email Creative Import window presented:
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The Email Creative Import Status window shows the status of your upload:
Upload to staging area action will show a status of SUCCESS, but the process to
import and publish the email creative file can take up to 20 minutes in Production
depending on the timing of your upload relative to the schedule under which the
upload processing jobs run.
On Production, the job runs at 05, 20, 35 and 50 minutes after the hour.
41. Click Close to close the MAT File Import window.

43. Click on Mailing Information tab.
44. Click the Edit link. Expect it to take a few moments to open in edit mode.
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49. In the pop-up window, verify and then accept your tactic code selection.
50. In Mailing Document, select the document ID associated with your email creative
upload. MAT may default the appropriate value into the field.
Check for the correct tactic code in the mailing document ID:
your email recipients if the **SALUTATION** token is included in the HTML field
target audience list. Its not a valid selection on nurture stream emails triggered
by response to a prior tactic.
target contacts first and last name.
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53. Skip the Internal Seed List field, leaving the default value of None. Use of seed
lists is not appropriate for nurture steams since every response which triggers
delivery for a nurture stream would also trigger delivery of another copy of the
nurture stream to the seed list.
54. Skip the Reminder Email field, leaving the default value of No. Use of reminders
is not enabled for nurture streams since reminders are delivered at a designated
date/time, which cannot be predetermined for response-triggered tactics.
55. In the Test Recipient fields, enter addressee data for up to five test email recipients.
As owner of the entry, you will automatically receive a test email, as will any/all MAT
users you have already designated on the People tab.
The Title field is intended to be used to specify the recipients salutation code, such
as Mr., Mrs. or Dr. The Title value will be used in the test emails if the salutation
format youve selected utilizes title/salutation code.
56. For each test email recipient, select the appropriate Language value from the pull
down presented:
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Your selection determines the correct legal footer that will be appended to the test
email.
In Production, the correct legal footer that is appended to both the email in the
clients inbox as well as the online email version is determined by the value selected
in the Market Country field.
57. The fields in the Tactic Information section are all inherited from system that
generates tactic codes.
58. Skip the Tele Follow Up section. Tele follow-up to nurture responders is defined
elsewhere.
Followup Resource field if there is no follow-up as part of the campaign design.
59. Skip the e-Nurture Stream section. You are registering a nurture touch.
Responders to nurture touch 1 will not be routed into another nurture stream.
Followup Resource field if there is no follow-up as part of the campaign design..
60. Click Save Changes button.
Verify Entries Tactic Information tab

61. Navigate to the Tactic Information tab to verify that the entries are accurate:
DB Marketing should be populated with a valid Notes ID.
Acquisition Preference Code field should be populated with All IBM.
Tactic Code should be 101UT07E.
Offer should be OD_Online_Demo_Campaign-Specific.
Verify Entries Production List tab

62. Confirm that the list selected is enurture test list, which exists specifically to support
creative upload and test emails for nurture stream tactics.

63. Verify that the entries on the Mailing Information tab are accurate:
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Market Country should be United States.
IBM Campaign ID should be 101UT.
Tactic Code should be 101UT07E.
Mailing Document should reflect 101UT07E tactic code.
Salutation Code should be None.
Internal Seed List should be blank.
Reminder Emails should be set to No.
Verify the accuracy of the entries in the Test Recipients section, including the
selection in the Language field.
Since this On-demand Campaign entry is being created exclusively to upload the
email creative and test/approve emails for a nurture touch:
Tele Followup fields should still show the defaults and No Tele Resource for the
Tele Followup field.
eNurture Stream fields should still show the defaults and No Tele Resource for
the Tele Followup field.
Send Test Emails

64. Click Summary tab at the top of the screen.
65. Scroll down to the bottom of the Summary screen.

66. Click Status to verify the status of the creative upload.
You may/not need to log in to MAT File Import tool again to check upload status.
Test emails shouldnt be triggered until both tasks associated with email creative
upload show as SUCCESS.
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67. Click Close button to close the MAT File Import Tool.
68. At the top of the Summary tab, click Status link beside the On-demand Campaign
name.

70. Click Continue button in the Comments window presented.
71. Summary tab should now show that the Next Run will send test emails:
72. Click the green arrow to trigger sending the test emails.
74. Watch as the task progresses from Queued to Running to Run finished.
sent out.
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In Production, the user who created the On-demand Campaign will automatically
receive a copy of the test email, as will any MAT users designated on the People tab
and the test email recipients designated on the Mailing Information tab.
Nurture Touch 1 Test Email Approval

If errors are identified in the test emails:
the original files with the new ones, and since the files names are the same,
there is no need to edit the Mailing Information tab to re-select the Mailing
Document file name.
Click Upload link.
75. Once the test emails have been sent, received and approved, re-access the Ondemand Campaign.
76. Click >> and select Workflow.
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The Workflow tab presents a series of tasks leading up to tactic execution. The
screen is broken by a vertical line into two tables. Scroll bars at the bottom allow
you to scroll right in either table.
The workflow will show that the task to send test emails is 100% complete. The next
step is to indicate that the test email has been approved.
77. Click Test Email Approval link to open a window for the task.
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78. Click Status pulldown and select Finished to indicate that the test emails are
approved. MAT will automatically update the percentage to 100%.
79. Click the calendar icon beside the Actual Start field to select the date the test email
review started. You can designate the date the last approval was received in the
Actual End field, but its not required by the tool.
80. In Comments, indicate the names of those who gave their approval.
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81. Click Save and Finish button.

Workflow tab will show Test Email Approval task as 100% complete.
Cancel On-demand Campaign

Since the Nurture Touch 1 email will not execute as a stand-alone tactic, its not
appropriate to continue with the other tasks in the workflow as you would for a typical
Proactive Email from List tactic.
Instead, we will cancel the On-demand Campaign entry used for email creative upload
and test emails. This ensures that 101UT07E isnt executed as a stand-alone tactic in
error and also ensures that the E-code is not showing as In Progress. Therefore, this
tactic code is selectable in the template when you define the nurture stream.
82. Click << and select Summary at the top of the screen.
84. Select Cancel On-demand Campaign on the menu presented.
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85. Click Continue in Comments window presented.

86. Confirm that status on your On-demand Campaign is Cancelled.
The On-demand Campaign entry must be in Cancelled status, otherwise the tactic code
for which the entry was created will not be selectable in the Tactic Code field when you
create the On-demand Campaign entry to drive the three-touch nurture stream.
MAT Actions
Given its Cancelled status, this Collaborate entry will not trigger delivery of an email
tactic or write the 101UT07E tactic code to MAT contact history. The purpose of
creating this entry was to upload and test the creative for the nurture touch which will be
defined a part of a three-touch nurture stream in the next exercise.
Repeat for Nurture Touch 2 and Nurture Touch 3

In Production, you would repeat these steps for nurture touch 2 (101UT08E) and
nurture touch 3 (101UT09E), including the steps to upload the email creative, send test
emails and cancel the campaign.
In the interest of time, Collaborate entries to register nurture touch 2 and nurture touch
3, upload the email creative for each one and send test emails have already been
created.
We will use these three On-demand Campaigns for the nurture stream:
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Hint: Properties Edits after Activation

Should you need to edit elements like Sent From or Subject on a nurture email after its
been activated:
Click the Upload link at the bottom of the Summary tab on either the Cancelled
status On-demand Campaign entry you created to send test emails or the
Nurture Stream On-demand Campaign entry.
Sign in to MAT File Import Tool.
Click Go to Properties link.
Edit the Email Creative Properties screen as needed.
Click Save to save your changes.
Click Confirm on the Email Creative Import screen.
Click Close on the Email Creative Import Status screen.
.
The job to load email creative uploads and property changes into MAT eMessage runs
every 20 minutes on MAT Production.
Check the Status link at the bottom of the Summary screen.

When status shows SUCCESS / SUCCESS, your edits will be in effect.
Make your edits carefully. You cannot re-test the email with the new properties since the
On-demand Campaign entry is in Cancelled status.
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Hands-on exercise: Nurture stream set-up

Nurture Stream Registration
Collaborate Shared Template: WW eNurture Not Scope
5. Click on WW eNurture Not Scope to highlight the template name.

7. On Step 1 screen, replace the default value in the Name field using naming
convention of Scope_MasterProgramShortName_StreamName
For purposes of this exercise, when you enter the On-demand Campaign name,
insert your three-character initials at the front of the Name where XXX is your initials:
XXX_US_SB_PostEventNurture.
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11. Target Start and Target End Date can be left blank.
12. Click Next >>.
Campaigns view.
Click Next>>.
17. In DB Marketing field, on Production you wuuld enter the intranet ID of the
Database Marketer responsible for this campaign/tactic.
Company.

Preference Code.
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20. Scroll down to the Touch 1 section.

21. In the Tactic Code field, enter 101UT07E and click Select button.
22. In the pop-up window, verify and accept the tactic code selected.
In this Collaborate Shared Template, MAT does not display the tactic code name
again once youve selected the tactic code data row in the pop-up window, so be
very careful to ensure you have selected the correct tactic code for each touch.
The tactic code will not appear as selectable in the pop-up window if
Tactic code has not been registered using the Proactive Email from List
Collaborate Shared Template
Tactic code has been registered using Proactive Email from List, but the entry
was not moved to Cancelled status after the test emails were approved
23. In the Mailing Document field, select the correct value if MAT has not already
populated the field based on your tactic code selection.
If you select an E-code for which creative has not yet been uploaded, the Mailing
Document pulldown will be blank because there are no selectable values.
24. Select 24 in the Touch 1 Interval field.
Your entry in this field designates the number of hours after MAT receives the
response record that the first touch in the stream should be delivered.
Keep in mind that response records from GRP are loaded once per day on
weekdays, but it may be a day or so after the event takes place before the GRP
entry is closed and the attendee data is sent from GRP to MAT.
25. In the Offers field, select OD_Online_Demo_Campaign-Specific for Touch 1.
In Production, the offers will be displayed according to the naming following
26. Scroll down to Touch 2 section.

Page 215 of 231
In this Collaborate Shared Template, MAT does not display the tactic code name
again once youve selected the tactic code data row in the pop-up window, so be
very careful to ensure you have selected the correct tactic code for each touch.

Your entry in this field designates the number of days after Touch 1 was sent that
Touch 2 should be sent.
The interval in days for Touch 2 email deliveries can be from 01 to 07 days.
31. In the Offers field, select WP_White_Paper_Campaign-Specific for Touch 2.
32. Scroll down to Touch 3 section.

Page 216 of 231
Your entry in this field designates the number of days after Touch 2 was sent that
Touch 3 should be sent.
The interval in days for Touch 3 email deliveries can be from 01 to 07 days.
With intervals of 24 hours, 5 days and 5 days, this nurture stream spans 11 days.
37. In the Offers field, select CS_Customer_Case_Study_Campaign-Specific for
Touch 3.
38. Click Next >>.

Verify Entries eNurture Parameters tab

40. Click on eNurture Parameters tab to review your entries for accuracy:
Acquisition Preference Code should be All IBM
Touch 1 Tactic Code should be 101UT07E
Touch 1 Interval should be 24 (hours)
Touch 1 Offers should be OD_Online Demo_Campaign-Specific
Touch 2 Interval should be 05 (days)
Touch 2 Offers should be WP_White_Paper_Campaign-Specific
Touch 3 Interval should be 05 (days)
Touch 3 Offers should be CS_Customer_Case_Study_Campaign-Specific
With intervals of 24 hours, 5 days and 5 days, the nurture stream spans 11 days
Tactic Activation
41. Navigate to the Summary tab for the On-demand Campaign entry.
Page 217 of 231

44. Click Continue button in the Comments window, then wait while MAT refreshes.
46. Watch as the job progresses from Queued to Running to Run finished.
MAT Actions
Activating the Collaborate entry by clicking the green arrow ensures that the nurture
stream defined here is selectable in the Collaborate entry for any reach, follow-up or
attract tactics in the campaign.
In other words, the nurture stream has been made available for use, but where in the
campaign design this nurture stream will be used depends on which Collaborate entries
designate this nurture stream as follow-up to responders.
For the campaign design illustrated in this training, the nurture stream will be designated
as follow-up to event responders and will be selected in the Collaborate entry created to
register each event M-code in MAT.
Tele Follow-up to Nurture Stream Responders

The WW eNurture Not Scope template did not prompt you to specify any follow-up tele
to nurture responders. Tele follow-up to nurture responders is designated in the Ondemand Campaign entries that trigger delivery of the nurture stream so that the followup tele can differ from source tactic to source tactic.
Page 218 of 231
Hands-on exercise: Reactive events

Events 101UT01M, 101UT02M, 101UT03M, 101UT04M, 101UT05M
In this exercise, you will register one of the five events in the campaign design as an
attract tactic. In Production, you would need to register all five as separate On-demand
Campaign entries, but in the interest of time, you will create only one in this exercise.
Event Solution Tool (EST) requires a separate tactic code for each event. A single
shared M-code cannot be used for all five events even though the agendas for each
event are identical.
In this exercise, you will set up an On-demand Campaign entry for one of the five
events to trigger delivery of a:
Confirmation call before the event to contacts who have registered to attend
Follow-up call after the event to contacts who attended that event
Nurture stream to contacts that attended the event or registered but did not attend
Tactic Registration
If youre in an On-demand Campaign entry, click Actions button at the top of the
screen, then select Add an On-demand Campaign from the pull down menu.
5. Click on WW Attract Flex Routing to highlight the template name.
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For the purposes of this exercise, which event tactic you will set up is based on your
assigned camstudent ID.
When you populate Name, insert your three-character initials at the front of the
Name where XXX is your initials:

IDs camstudent 21, camstudent22, camstudent23, camstudent24
XXX_US_SB_101UT01M_EventNewYork

XXX_US_SB_101UT02M_EventMiami

XXX_US_SB_101UT03M_EventDallas

XXX_US_SB_101UT04M_EventPhoenix

XXX_US_SB_101UT05M_EventDenver
The illustrations are for entries supporting the New York event.
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12. Click Next>>.
13. The Step 2 screen is the People tab. In Production, you select MAT users who are
part of the team and should see the entry in their My On-demand Campaigns view.
Click Next >>.
17. In DB Marketing field, on Production you would enter the Notes ID of the Database
Marketer responsible for this campaign/tactic.
19. In Tactic Code, enter the M-code for your camstudent ID and click Select button:

101UT01M for the event in New York

101UT02M for the event in Miami

101UT03M for the event in Dallas

101UT04M for the event in Phoenix

101UT05M for the event in Denver
21. In the Offers window, use the CTRL key to two offers:
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SB_Event_Breakout_Sessions_Generic
SB_Event_Demonstrations_Exhibits_Generic
It may be appropriate to select specific deliverables offered during an event or you

may choose the offer values which align to the elements of the event such as
briefings, hosted tours and demonstrations or exhibits.
22. Scroll down to the Response Routing section.
The response routing section in the Attract Flex Routing template supports delivery
of follow-up tele tactics based upon either Q&A data from a web response or eventspecific data from GRP or AST.
When the On-demand Campaign entry is for an attract tactic which captures its
responses on a web registration form, you would use the When the Question
Starts With and And the Answer Starts With fields in conjunction with a value of
Web Response in the And Response Type is field.
In that scenario, the routing rule can use multiple answers (A or B or C) by
entering the answer values separated by a pipe so the entry in the And the
Answer Starts With field looks like A|B|C.
Refer to the documentation for the Attract Flex Routing On-demand Campaign
template under the Campaign Execution section of the marketing automation wiki
for more examples of formatting answers from web response forms.
When the On-demand Campaign entry is for an attract tactic that is an event, you
will use the pre/post event values in the And Response Type is field to drive the
logic.
In either case, the routing rules are designed to trigger delivery of follow-up tele
tactics based on the routing rules entered.
For the purposes of this exercise, we will illustrate MATs ability to trigger tele tactics
based on both pre-event data loaded from GRP before the event takes place and
post-event loaded from GRP after the event takes place.
23. In Rule 1, enter the logic to trigger delivery of a confirmation call before the event to
contacts who have confirmed their intent to attend the event.
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Skip the When the Question Starts with and And Answers Starts with fields.
Those are only applicable when entering routing rules using Q&A data for a web
registration form.
In And Response Type is field, select Pre-event/Confirmed, which is the value
applied by GRP/AST to a contact record when the contact enrolls/registers to attend
an event.
24. In Then Route the Response To field, select Tele
25. In Using Tele Tactic field, select the T-code designated for the pre-event
confirmation call for event your On-demand Campaign entry is supporting:

101UT08T for confirmation tele for New York

101UT09T for confirmation tele for Miami

101UT10T for confirmation tele for Dallas

101UT11T for confirmation tele for Phoenix

101UT12T for confirmation tele for Denver
26. In And Tele Resource field, select ibm.com (AG)
Once this On-demand Campaign entry is activated, as pre-event data for contacts
who have confirmed for the event is loaded into MAT from GRP or AST on a daily
basis (week days only), MAT will pass the contact records with the appropriate Tcode over to Leads for execution by the designated tele resource.
Page 223 of 231
Based on the guidelines agreed to between the tele resource and the Demand
Programs Professional, the assigned tele resource may hold all the confirmation
calls until a designated date right before the event takes place.
27. In Rule 2, enter the logic to trigger delivery of a follow-up call after the event to
contacts who attended that event.
Skip the When the Question Starts with and And Answers Starts with fields.
Those are only applicable when entering routing rules using Q&A data for a web
registration form.
In And Response Type is field, select Attended, which is the value applied by
GRP/AST to a contact record once the contact has attended an event.
28. In Then Route the Response To field, select Tele
29. In Using Tele Tactic field, select the T-code designated for the post-event follow-up
call for the event your On-demand Campaign entry is supporting:

101UT13T for post-event tele for New York

101UT14T for post-event tele for Miami

101UT15T for post-event tele for Dallas

101UT16T for post-event tele for Phoenix

101UT17T for post-event tele for Denver
30. In And Tele Resource field, select ibm.com (AG)
31. Scroll down to Rule 8, which is required.
Page 224 of 231
In Route Remaining Responses To, leave the default of None. According to the
campaign design, contacts who registered for the event but did not attend will not be
called.
32. Scroll down to the eNurture Stream section.
Based on the campaign design, a three-touch nurture stream should be delivered to
contacts who responded to the event. Given the underlying logic for this section of
the template, the nurture stream will be delivered to both contacts who attended the
event (post-event status Attended in GRP/AST) and contacts who registered for the
event but did not attend (post-event status Registered in GRP/AST).
In eNurture Stream field, select the post-event nurture stream you defined in an
earlier exercise.
The remaining fields in the section drive delivery of follow-up tele to responders to
the nurture stream (if desired).
Based on the campaign design, contacts who respond to the nurture stream will be
delivered an in-scope follow-up tele using the 101UT18T tactic code.
33. In Tele Followup Tactic for Nurture Responders field, select the entry for
101UT18T you created in an earlier exercise.
34. In Followup on Responses with Call Requests Only field, select No. Since the
campaign design did not offer a call me option on any of the three nurture touches,
customers who received the nurture stream could not ask for a call from IBM; the
campaign design dictates calling all nurture responders with an in-scope responsetriggered proactive call.
35. In Followup on eNurture Responses After field, select Any Touch to designate
that contacts who respond to any of the three touches in the nurture stream will be
targeted with the 101UT18T tele follow-up tactic.
Any Touch means that if a contact responds to any one of the three touches in
the nurture stream, each response will trigger delivery of the 101UT18T call by
loading the contact record to MAT Leads as soon as the contacts response to
the nurture stream touch is processed. This value will trigger more than one
101UT18T call if the contact responds to more than one touch in the nurture
stream.
Last Touch means that if the contact responds to the last of the three touches in
the nurture stream, that response will trigger delivery of the 101UT18T call by
loading the contact record to MAT Leads as soon as the contacts response to
the nurture stream touch is processed. If the contact responses to Touch 1
and/or Touch 2, but does not respond to Touch 3, MAT will not trigger any followup tele to the contact when Last Touch is selected.
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What you choose here and the implications of that choice should be part of your
briefing with the tele resource organization who will execute the follow-up tele to
your nurture stream responders. If you have selected Any Touch, they need to
know that responders to more than one nurture stream touch will be targeted with
the nurture stream follow-up T-code each time they respond.
36. in Tele Followup Resource field, select ibm.com (AG)
37. Click Next >>.

Verify Entries Summary tab

39. Name should follow the naming convention and be spelled correctly.
Verify Entries - Tactic & Routing Parameters tab

40. Navigate to the Tactic & Routing Parameters tab
41. Review the entries to confirm their accuracy:
DB Marketer should be a valid Notes ID
Tactic Code should be the M-code for your assigned camstudent ID
Offers should be SB_Event_Breakout_Sessions_Generic and

SB_Event_Demonstrations_Exhibits_Generic
42. Check the entries in the Response Routing section:
Responders categorized as Pre-event\Confirmed should be routed to Tele using

the appropriate T-code and tele resource organization for the confirmation tele
for the event.
Responders categorized as Attended should be routed to Tele using the

appropriate T-code and tele resource organization for the post-event tele for the
event.
All other responders should be routed to None in Rule 8.
Responders should be routed to the post-event nurture stream
Responders to the nurture stream should be targeted with 101UT18T in-scope

follow-up tele with delivery based on any touch and ibm.com (AG) as the
designated tele resource.
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Tactic Activation
43. Click Summary tab.
46. Click Continue in the Comments window.
47. Click the green arrow beside the On-demand Campaign entry.
MAT Actions
Before the event takes place, contacts who have registered (confirmed) for the event
will be targeted with the pre-event confirmation call.
After the event takes place and the GRP/AST data has been fed to MAT, contacts who
attended (attended) the event will be targeted with the post-event follow-up tele.
Also after the event takes place and the GRP/AST data has been fed to MAT, both
contacts who attended and no-shows (registered, but did not attend) will be targeted
with the campaigns three-touch nurture stream.
Contacts who respond to any of the three touches in the nurture stream will be targeted
with 101UT18T, an in-scope response-triggered proactive follow-up tele tactic.
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Page 228 of 231
Customizing MAT Collaborate

You and your peers created multiple entries in MAT over the course of this training.
The MAT production environment stores thousands of entries created by users all
over the world, but the administrative tools allow you to limit the entries you see.
You can also set your default home page to take you to the function you use most,
saving a mouse click when you sign on to MAT.
Setting Default Home Page

1. Click Administration link in the left-side navigator.
2. On the Administration screen which displays, click Basic Settings.
The Basic Settings screen allows users to define initial menu and security settings.
3. Click the Startup Options pull down arrow to review the options available:
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The default is Home, but based on your role, you may choose to set the Lists or Ondemand Campaigns view as your default home page.
The left-side navigator is always displayed, so you can navigate to any of the
functions of the tool no matter what view is set as your home page.
To set a default start menu on the MAT Production environment, select a menu
option from the pull-down arrow, then click Save Changes at the bottom of the
screen.
To return to the previously saved options, click Revert to Saved.
Security Options defaults to Global. Do not change this setting.
4. Since we are working in the training environment and do not want to set a default
home page for every user who signs on with this ID, click Cancel to exit the screen
without making changes.
Setting Default Views

5. Once again back on the Administration screen, click Instances Options.
Instances Options allows the user to select the views which appear in List
Management, On-demand Campaigns and Corporate Campaigns horizontal panes
on the Home screen.
6. To review the choices of views available under List, click the pulldown arrow.
The default is Active Lists, but you may want to default to be My Lists or Lists
Created by Me so that you dont see the active list entries created by other MAT
users around the world.
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My Lists vs. Lists Created by Me
My views present entries on which you are listed as a team member, whether
you created the entry or the entry was created by another MAT user and your ID
was added as a team member on the entry using the People tab in the template.
Created by Me views limit the entries displayed to those you created.
To set a default lists view on the MAT Production environment, select a view option
from the pull-down arrow, then click Save Changes at the bottom of the screen.
To return to previously saved options, click Revert to Saved.
7. To review the choice of views available under On-demand Campaign, click the
pull-down arrow.
The default is Active On-demand Campaigns, but you may want your default to be
My On-demand Campaigns or On-demand Campaigns Created by Me so that you
dont see the active entries created by other MAT users around the world.
My On-demand Campaigns vs. On-demand Campaigns Created by Me
My views present entries on which you are listed as a team member, whether
you created the entry or the entry was created by another MAT user and your ID
was added as a team member on the entry using the People tab in the template.
Created by Me views limit the entries displayed to those you created.
To set a default on-demand campaigns view on the MAT production environment,

select a view option from the pull-down arrow, then click Save Changes at the
bottom of the screen.
To return to previously saved options, click Revert to Saved.
8. Since we are working in the training environment and do not want to set a default
view for every user who signs on with your student ID, click Cancel to exit the
screen without making changes.
9. Click Logout to exit the Marketing Automation Tool.
Page 231 of 231

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Enterprise Marketing Performance

Global Marketing Platforms

Marketing Automation Training

2014 IBM Corporation

MAT Training: Tactic Execution in Collaborate

Enterprise Marketing Performance: Global Marketing Platforms

Course focuses on how to set up and execute campaigns in MAT

Course does not cover

2014 IBM Corporation

Enterprise Marketing Performance: Global Marketing Platforms

Hands-on training prepares you to execute campaigns in MAT

Reiterate MAT tools suite & capabilities

MAT 5.0 - December 2014

2014 IBM Corporation

MAT Training for Demand Programs Professionals

Enterprise Marketing Performance: Global Marketing Platforms

Hands-on training prepares you to execute campaigns in MAT

Reiterate MAT tools suite & capabilities

2014 IBM Corporation

Enterprise Marketing Performance: Global Marketing Platforms

Marketing Automation Tool is part of broader Marketing tools suite

Marketing Automation Tool also known as MAT

Tools utilized by multiple Marketing roles

MAT 5.0 - December 2014

2014 IBM Corporation

MAT Training for Demand Programs Professionals

Enterprise Marketing Performance: Global Marketing Platforms

MAT integrates with sales and other marketing systems

Other: MAT File

(& DEC, Event Import Tool)

2014 IBM Corporation

Enterprise Marketing Performance: Global Marketing Platforms

MAT optimizes campaign execution

Executes proactive tactics

MAT 5.0 - December 2014

Generates tactic codes for execution and reporting

MAT Training for Demand Programs Professionals

2014 IBM Corporation

Enterprise Marketing Performance: Global Marketing Platforms

Six MAT modules work together to deliver marketing campaigns to market

Executes proactive tactics (tele)

Executes proactive tactics

Presents web offers

2014 IBM Corporation

Enterprise Marketing Performance: Global Marketing Platforms

Hands-on training prepares you to execute campaigns in MAT

Reiterate MAT tools suite & capabilities

MAT 5.0 - December 2014

2014 IBM Corporation

MAT Training for Demand Programs Professionals

Enterprise Marketing Performance: Global Marketing Platforms

MAT Campaign & Collaborate comprise multiple entities

2014 IBM Corporation

Enterprise Marketing Performance: Global Marketing Platforms

MAT Campaign stores campaign summaries and flowcharts

A Campaign Summary is defined at the

Flowcharts store the logic required to

MAT 5.0 - December 2014

2014 IBM Corporation

MAT Training for Demand Programs Professionals

Enterprise Marketing Performance: Global Marketing Platforms

A MAT Campaign flowchart is made up of multiple process boxes that

Logic in Main Audience box:

2014 IBM Corporation