In conjunction with a renewed market strategy, IBM desired more speaker visibility for their executives and mid-level management. Unlike their competitors, IBM was not showing up at industry conferences and events with a cohesive thought leadership presence, and they had a low success rate for securing speaking opportunities.
PetersGroup created a U.S.-focused speaker program that aligned with the multi-industry focus, prepped the speakers and began securing strategic keynote, panelist and session roles at events and conferences across the country.
The U.S. speaker program successfully positioned IBM Software Group as an industry voice at all of their target conferences, along with select placements where a primary competitor was showing up. The momentum expanded the relationship for PetersGroup to create and roll-out the program globally.