IBM
Event pieces that outlive the event.
- Solution
- Reinvention, Architecture
- Industry
- Enterprise technology
Every IBM event needs an invitation that earns the RSVP, a recap that outlives the week, and a follow-up a rep can send while the conversation is warm. We built all three as interactive pages that open anywhere and show what got read.
IBM runs events constantly—Think, studio sessions, exhibitions, internal briefings. Each piece is interactive rather than an attachment: one link, in IBM’s brand, that opens on a phone in a taxi and reports back on which sections were actually read.
Reps send the same pieces after the event, while a conversation is still warm. The ones that worked became a template library IBM’s field marketing team reuses without us, published through Seismic, so a marketer starts from a built page rather than an empty one.
Brand governance at IBM’s scale leaves little room for invention, and a template filled in unsupervised has to hold the brand on its own. Events also move faster than a design queue, so the work only helps if it can be produced at that pace.
Impact
250%
more engagement than the slides it replaced
Measured across the interactive pieces published through Seismic.
7×
the ABM team’s content output, quarter on quarter
Reported by IBM’s account-based marketing team.
1,000+
interactive pieces launched from the template library
Built by IBM’s field marketers from the templates, without us.
Every view, accounted for
See who opened it, which sections they read and for how long, without asking anyone to report back.
Projects
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