untangling the b2b programmatic piece of the digital puzzle

Untangling the B2B

Programmatic piece

of the Digital Puzzle

Ana Villegas

Marketing Director Dell

@anavillegas1 of 21

2 of 21 Dell - Internal Use - Confidential

Agenda

• B2B Dilemma

• Understanding Programmatic

• Case study: A recipe for success

• Lesson learned

• What comes next?


We live in a digital ageOur world is already becoming digital

4 of 21 Dell - Internal Use - Confidential 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


But, their time availability is not increasing….


And that’s where Programmatic enters the equation

Allowing us to find the

right customer,

location, content


Let’s start by showing an example of leveraging Programmatic for B2B

Data Management

Platform (DMP))

Demand Side Platform (DSP)

Ad Server

7 of 21


And we can add a Dynamic component

Data Management

Platform (DMP))

Demand Side Platform (DSP)

Ad Server

Dynamic Content

Optimization(DCO)

8 of 21


Programmatic spectrum

And as marketers we need to find the best option for our customers and our organization

Programmatic has different “flavors”

Full in-house In- house + one

third party vendor

In- house + mix of

third party vendors

Outsourced – third

party vendors

Outsourced – one

vendor

Build in-house

capabilities

High Resource, Full

ownership

Some in-house

capabilities + leverage

external platform

Some in-house

capabilities + leverage

a set of vendors

No in-house, work with

outside vendors

No in-house, outsource

all to just one vendor

Size Resources Budget

Dell - Internal Use - Confidential10

And it’s not simple, there are multiple factors to take into account…

People Technology

Adopt changeBe ok with change

Analytic skillsTalent mix

Investment

AdoptPlatform integration

Clear GoalsRelevant, measurable

TrainingInnovate, learn

EvaluateExternal? Internal? Mix?

CreativeEvolve, Dynamic

DataGrow, go beyond your data

ResourcesGrow, go beyond your data

That will take time


Let’s review the case study

• 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


Case Study: Future Ready Campaign


Case Study: The results

+20X Engagement

+50% Cost savings

+100% growth in Programmatic budget

13 of 21


Case Study: Why was programmatic so successful

ONE integrated plan

14 of 21

Customer centric

AGILE methodologyAudience investment

Programmatic Mix


Provide the right content at the right location to better serve customers

Our Solution, a MIX approach

A combination of approaches that allows best optimization

Traditional MarketingEvents

Sales enablement

Out of Home

Print

Digital traditional approachesSearch

Social Media

Digital radio

Webinars

Content Syndication

Key publications

Digital new approachesTele nurturing

Intent

Predictive score

Rich Media units

Cross device

Programmatic –Third partyNative content syndication

Audience profile

Retargeting

Vendor with our DMP

Video, Mobile

Programmatic – In HouseDMP (Data Management Platform)

DSP (Demand Side Platform)

DCO (Dynamic Content Optimization)

One integrated campaign Multiple channels Targeted


Case Study: Why was programmatic so successful

ONE integrated plan

16 of 21

Customer centric

AGILE methodologyAudience investment

High Value EngagementProgrammatic Mix


Measuring the right KPI

Clear GoalsAGILE 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)


Lessons learned

It’s all about the CUSTOMER

Think Programmatic first

Optimize, optimize, optimize

15 of 1818 of 21


What comes next?

19 of 21

Predicting Behavior

Technology, Data, Creative

Continue evolution

20 of 21

Questions?

Dell Future Ready

http://futureready.dell.com/