Combining Data,

Technology and

Creativity to Break

Through the Noise

Ana Villegas

Marketing Director Dell

@anavillegas

Agenda

• Digital Marketing Evolution

• Defining Programmatic

• Combining the pieces

• A recipe for success

• And now what?

More than 70%

of B2B buyers view video product demonstrations before making a purchase

MXGroup

Between 1-6 monthsAverage 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

Internet Live Stats* Scott Brinker (Chief Martek)

The world has changed

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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

While not overwhelming our customers

But how to differentiate products and solutions with long term purchase cycles?

Let’s start with the basics

Data Management

Platform (DMP)

Demand Side Platform (DSP)

Ad Server

But it’s not only about launching programmatic.

Programmatic is one piece of the puzzle.

What’s missing in this equation?

Technology

Audience

DataCreative

Mix

BREAKTHROUGH

And where to start?

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

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Case Study: Future Ready CampaignCase Study: Future Ready

Campaign

Programmatic RetargetingNative Content

SyndicationSearch

Social Media Digital Radio Multi platform Mobile

Top of the Funnel

Third party content

VideosContent

syndication

Webinars Events Sales support Tele nurturing

NurturingKey

publications

Dynamic Content

Optimization

Rich Media units

Case Study: campaign components

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Case Study: Making it work

360 Journey Audiences Customer focus

Agile methodologyEvolve KPIs

Presence in Key publications

Resources/Assets

investment

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Case Study: The results

+20X Engagement

+ Unique visitors, page viewed, downloads

+50% cost savings

• 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

• 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

What’s Next?

Dell site