Thriving in B2B Marketing in the Digital Age
Post on 13-Jul-2015
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Commercial Marketing
Thriving in B2B Marketing in the Digital Age Ana Villegas Marketing Director at Dell @anavillegas
Commercial Marketing
Agenda
• Nature of Marketing
• The Agency’s Role
• The Marketer’s Role
• Case Studies
Commercial Marketing
Nature of Marketing…
Constant evolution • Digital
• Social Media
• Customer Journey
Complexity • Platforms / Tools
• Big Data
• Vendors – New players
Resources • Skills
• Competitive Market
• In-house?
Internal stakeholders
• Buy-in into new approaches
• Looking for short term ROI
• B2B buying cycle
it’s complex
Commercial Marketing
The Role of Agencies
Provide real time knowledge, critical to staying innovative for an enterprise company.
BUT agencies will never know your business as well as you do
B2B
Digital T
ale
nt
Gro
wth
Network
Data
Commercial Marketing
The Marketer’s Role : ENABLER
Remember: You drive the success
Strong communications
Share externally
Make it simple
Define KPIs
Innovation roadmap
Innovate
Constant collaboration
Be Agile
Hire, grow, develop
Talent growth
Remember to sell, sell, sell
Roadshow
Commercial Marketing
Case Study 1: Dell B2B social media effort
Agency, vendors and Dell collaboration to find the right social media product for a B2B customer
6X vs market average
membership growth
45% higher vs market average, number
of discussions started per member
What worked internally?
Internal Selling
Partnership with other groups
Testing roadmap
Clear KPIs, timeframe
Share results
What worked externally?
Strategic Partnership
Allow for Idea to Grow, adoption
Clear Objectives
Clear KPIs, timeframe
Share results
Commercial Marketing
Case Study 2: Dell Tech Page One
Agency, vendors and Dell collaboration to amplify existing Dell B2B leadership content (Tech Page One)
What worked internally?
Partnership with Dell.com team
Internal groups can also be your
vendors
Testing roadmap
Clear KPIs, timeframe
Share results
What worked externally?
Challenge your agency
Build strategic Partnership
Clear Objectives
Clear KPIs, timeframe
Share results
Connect Thought leadership content to the right
audience
Media coverage Strong results CTV, Reads, engagement
well above industry average; Pipeline growth
+167% exp.
Thank You
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