Combining Data, Technology and Creativity to Break Through the Noise

Combining Data,

Technology and

Creativity to break

through the noise

Ana Villegas

Marketing Director Dell

@anavillegas

Agenda

• B2B digital evolution

• Too many dimensions, where to start?

• Bringing it to life

• Lessons Learned

The world has changed…

1,876Number of MarTech

companies******

Adults spend up to

6 hrs online a day with digital media* 2.8

Billion of

users generate

~8,000

exabytes of

data daily****

33% of people use a

smartphone while

watching TV******Average

household

has 189

cable stations

Available**

*

More people

own a

mobile

device than a

toothbrush**

* Mary Meeker Report** Book #Socialnomics by Eric Qualman*** search in the US statistical abstract

**** Mary Meeker Report and Mediacom, ***** Digital Marketing Trends of 2015****** Scott Brinker (Chief Martek)

4 Dell - Internal Use - Confidential

Collapse of the B2B Purchase Funnel

Customer is invisible. They are self serving on the web

Access to information is making the buying cycle more fluid, less predictable

Customers come to the table better informed, opening conversion conversations earlier (Sirius, Google, McKinsey)

Awareness

Consideration

Decision

Decision

5 Dell - Internal Use - ConfidentialSource: Aberdeen, Forrester, Cisco, Google, CMI

B2B Marketing is DigitalDigital channels are both driving and satisfying current B2B trends

• Digital channels account for over 80% of pre-contact research.

• 75% of B2B decision makers say digital channels are their primary source of buying information.

• 54% of B2B managers say social media is now a primary source of new leads

6 Dell - Internal Use - ConfidentialSource: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level

January 2015, Forrester Research, Inc.

Today’s challenge is to be present consistently across a wide range of channels, all the time

And marketing technology vendors continue to increase….

That brings a great question, where to start?

Solutions Assets Budget Digital MixResources

And we forget the more important piece…

Which really should be at the CORE

Solutions Assets Budget Digital MixResources

Bring it to life: “Future ready” Campaign

Dell - Restricted - Confidential12

Case Study 2

Dell - Restricted - Confidential13

That drove strong results

+20X Engagement

+ Unique visitors, page viewed, downloads

+40% cost savings

Dell - Restricted - Confidential14

A holistic Digital approach : combining data, technology and creativity to focus on the customer first

Audiences

Assets/ Resources

DSP+ DMP+ DCO

New KPIs

Customer focus

AGILE

Lessons Learned

• Clearly define the critical KPIs, relevant Data, build and grow

based on engagement.

• Technology integration, end to end approach, focus on the

customer

• Creativity must be a constant piece of the puzzle, not a one

time effort

Dell