Thriving in B2B Marketing in the Digital Age

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