Ana Villegas, Dell - Using Data, Technology and Creativity to Break Through The Noise For the B2B Marketer
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The document discusses the evolution of digital marketing and the importance of combining data, technology, and creativity to effectively engage customers, particularly in the B2B sector. It emphasizes the need for a programmatic approach that integrates audience data and creative strategies to enhance marketing outcomes and achieve higher engagement. A case study illustrates the successful implementation of these principles, resulting in significant engagement growth and cost savings.
Ana Villegas, Dell - Using Data, Technology and Creativity to Break Through The Noise For the B2B Marketer
- 1. Combining Data, Technology and Creativity to Break Through the Noise Ana Villegas Marketing Director Dell @anavillegas
- 2. Agenda • Digital Marketing Evolution • Defining Programmatic • Combining the pieces • A recipe for success • And now what?
- 3. More than 70% of B2B buyers view video product demonstrations before making a purchase MXGroup Between 1-6 months Average length of the B2B sales cycle Marketing Sherpa 130,000 articles a week are being written on LinkedIn Venture Beat Over 300 hours of video are uploaded to YouTube every minute YouTube 1,876 Number of MarTech companies* 2 Million blog posts are published every day Marketing Profs There are 985,504,900+ websites online as of 2/3/2016 at 12:18pm ET InternetLiveStats * Scott Brinker (ChiefMartek) The world has changed
- 4. Dell - Restricted - Confidential4 Source: 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
- 5. While not overwhelming our customers
- 6. But how to differentiate products and solutions with long term purchase cycles?
- 7. Let’s start with the basics Data Management Platform (DMP) Demand Side Platform (DSP) Ad Server
- 8. But it’s not only about launching programmatic. Programmatic is one piece of the puzzle.
- 9. What’s missing in this equation? Technology Audience DataCreative Mix BREAKTHROUGH
- 10. And where to start?
- 11. Let’s bring this to life with a real example • Campaign: Future Ready Enterprise • Audience: ITDM and BDM • Format: Mostly Digital • Journey: Across all solutions • Timeline: Multi year campaign • Topic: Enterprise: Big Data, Security, Cloud
- 12. Dell - Restricted - Confidential12 Case Study: Future Ready CampaignCase Study: Future Ready Campaign
- 13. Programmatic Retargeting Native Content Syndication Search Social Media Digital Radio Multi platform Mobile Top of the Funnel Third party content Videos Content syndication Webinars Events Sales support Tele nurturing Nurturing Key publications Dynamic Content Optimization Rich Media units Case Study: campaign components
- 14. Dell - Restricted - Confidential14 Case Study: Making it work 360 Journey Audiences Customer focus Agile methodologyEvolve KPIs Presence in Key publications Resources/Assets investment
- 15. Dell - Restricted - Confidential15 Case Study: The results +20X Engagement + Unique visitors, page viewed, downloads +50% cost savings
- 16. • Big Data – There are tons of data available in today’s world, how can I get the best insights out of my data : Focus! • Creative – Creative needs to evolve constantly and adapt to the customer needs • Programmatic- It has to be part of the overall plan, not worked separate Lessons Learned
- 17. • Bringing it all together – Define clear processes and provide a forum where to work across teams and leverage insights to inform the content/media efforts Lessons Learned