programmatic for b2b – what’s next?
TRANSCRIPT
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?
