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Combining Data,
Technology and
Creativity to Break
Through the Noise
Ana Villegas
Marketing Director Dell
@anavillegas1 of 18
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Agenda
• B2B Dilemma
• Where Big Data, Technology and
Creativity enter into the mix
• Case study: A recipe for success
• Lesson learned
• What comes next?
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We live in a digital ageOur world is already becoming digital
Dell - Internal Use - Confidential4 of 18 Source: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level
January 2015, Forrester Research, Inc.
B2B customers keep expanding the way they engage with customers
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But, their time availability is not increasing….
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And that’s where Technology enters the equation
Allowing us to find
the right customer,
location, content
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Start with DataIntegrate, align, connect the dots, build insights based on the
customer engagement
Make creativity a key component of your org DNACreativity needs to flow and evolve around the customer
interactions, constant movement, evolution
Turn technology into an engine of value creationAre you harnessing the power of technology
to seize on new opportunities?
But what that means? What are the critical components?Because marketing continues to re-invent the formula…
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And where to start?
Innovation
Training
Integration – holistic approach
People AGILE
Clear R&R
ProcessesRelevant
Measurable
Across all efforts
Goals
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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 Campaign
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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: The results
+20X Engagement
+ Unique visitors, page viewed, downloads
+50% cost savings
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Case Study: Why it worked?
360 Journey Audiences Customer focus
Evolve metricsAGILE Methodology
Presence in Key publications
Resources/Assets
investment
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Case Study: Why it worked?
Evolve MetricsAGILE Methodology
Engagement
Visitor #1
Visitor #2
Visitor #1
Repeat
MU
LTI-
PA
GE
VIE
W
SH
ARE
VID
EO
VIE
W
DO
WN
LO
AD
Score: 4
Score: 2
Score: 1
CAMPAIGN LEVEL HVE SCORE = 7Hig
h V
alu
e E
ngagem
ent
(HV
E)
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Lessons learned
Customer is always FIRST, Digital transformation starts and ends with the customer
Big Data – Embrace data, invest in platforms/tools that will enable you to consolidate your data and analyze trends and performance.
Creativity – don’t be afraid to evolve, to listen to the customer and drive change. Engage, delight.
Technology – We are in the Digital transformation era, keep learning and testing new ways of reaching your customer.
Marketers – is our job to connect the dots and bring ideas together, disrupt, drive change.
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What comes next?
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Questions?
