IBM ASEAN spends 85% of their annual marketing budget on events, yet the salespeople at the events can’t discern the browsers from the buyers. So we unlocked the true value of IBM’s offline marketing investment by creating a data-driven targeting tool called ‘Live Leads’: it integrates digital and real-world data to empower salespeople to have the right conversations with the right people before, during and after the event to increase their opportunity to convert sales.