Programmatic for B2B – What’s next?

Embracing Programmatic

for B2B

Ana Villegas

Marketing Director Dell

@anavillegas

Agenda

• The Digital Evolution

• Defining Programmatic for B2B

• What are the Components

• Case Study

• Lessons Learned

• What’s Next?

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)

And keeps changing

Customer

Content

Technology

5 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

While not overwhelming our customers

How do we differentiate products and solutions with long term purchasing cycles?

Let’s start by showing an example of leveraging Programmatic for B2B

Data Management

Platform (DMP))

Demand Side Platform (DSP)

Ad Server

But how to embrace it? Where to start?

Assess Mix Test CoreMetrics

Case Study : “Future ready” Campaign

Dell - Restricted - Confidential11

Case Study 2

Dell - Restricted - Confidential12

Case Study : The results

+20X Engagement

+ Unique visitors, page viewed, downloads

+40% cost savings

Dell - Restricted - Confidential13

Case Study : doing our homework

Audiences

Dell - Restricted - Confidential14

Audiences

Assets/ Resources

Case Study : doing our homework

Dell - Restricted - Confidential15

Audiences

Assets/ Resources

DSP+ DMP+ DCO

Case Study : doing our homework

Dell - Restricted - Confidential16

Audiences

Assets/ Resources

DSP+ DMP+ DCO

New KPIs

Case Study : doing our homework

Dell - Restricted - Confidential17

Audiences

Assets/ Resources

DSP+ DMP+ DCO

New KPIs

Customer focus

AGILE

Case Study : doing our homework

Lessons Learned

1. It’s all about the customer

2. Holistic approach: an integrated effort

3. Invest: you need resources, technology, analytics,

assets, alignment

Lessons Learned

4. Don’t forget the KPIs and Goals

5. Educate, sell internally

6. Test, test, test – don’t be afraid to fail

What’s Next?

Dell