Ana Villegas from Dell's presentation from Digiday Brand Summit, December 8, 2014.

1. Commercial Marketing
How to Thrive in
B2B Marketing in
the Digital Age
Ana Villegas
Marketing Director at Dell
@anavillegas

2. Commercial Marketing
Agenda
• Nature of Marketing
• The Agency’s Role
• The Marketer’s Role
• Case Studies

3. Commercial Marketing
Nature of Marketing…
Constant evolution
• Digital
• Social Media
• Customer Journey
Complexity
• Platforms / Tools
• Big Data
• Vendors – New players
Resources
• Skills
• Competitive Market
• In-house?
Internal stakeholders
• Buy-in into new approaches
• Looking for short term ROI
• B2B buying cycle
it’s complex

4. Commercial Marketing
The Role of Agencies
Provide real time knowledge, critical to staying innovative for an enterprise
company.
BUT agencies will never know your business as well as you do
Digital
B2B
Talent
Growth
Data
Network

5. Commercial Marketing
The Marketer’s Role
: ENABLER
Share externally
Strong communications
Define KPIs
Make it simple
Innovate
Innovation roadmap
Be Agile
Constant collaboration
Talent growth
Hire, grow, develop
Roadshow
Remember to sell, sell, sell
Remember: You drive the success

6. Commercial Marketing
Case Study 1: Dell B2B social media effort
Agency, vendors and Dell collaboration to find the right social media product for a
B2B customer
6X
vs market average
membership growth
45% higher
vs market average, number
of discussions started per
member
What worked internally?
 Internal Selling
 Partnership with other groups
 Testing roadmap
 Clear KPIs, timeframe
 Share results
What worked externally?
 Strategic Partnership
 Allow for Idea to Grow, adoption
 Clear Objectives
 Clear KPIs, timeframe
 Share results

7. Commercial Marketing
Case Study 2: Dell Tech Page One
Agency, vendors and Dell collaboration to amplify existing Dell B2B leadership content
(Tech Page One)
What worked internally?
 Partnership with Dell.com team
 Internal groups can also be your
vendors
 Testing roadmap
 Clear KPIs, timeframe
 Share results
What worked externally?
 Challenge your agency
 Build strategic Partnership
 Clear Objectives
 Clear KPIs, timeframe
 Share results
Connect
Thought leadership content to
the right audience
Media coverage Strong results
CTV, Reads, engagement well
above industry average; Pipeline
growth
+167% exp.

8. Commercial Marketing
Thank You