Next Generation Marketing focuses on going digital to deliver improved results. Traditional marketing methods like email are becoming less effective as customer preferences change. Dell is taking a digital approach using tools like social media, webinars, and content syndication to engage customers across different stages from early consideration to late stage evaluation and purchase. This new approach has resulted in 6000 conversations with key decision makers over 18 months, leading to 55% of digital leads converting to pipeline opportunities worth $28 million in revenue. To continue achieving objectives, marketing will require more granular customer and prospect data analysis than ever before.

1. Next Generation Marketing
Going digital to deliver ground breaking results
Scott Combes
Commercial Marketing Director
DELL Australia and New Zealand
CMO Summit 2015. RACV Royal Pines Resort, Gold Coast. 17-19 August 2015

2. Technology trends are forcing changes
based on modelling
customer profiles and
propensity modelling
15,000 leads
30% of all
pipeline putting increasing pressure
on marketing performance
ROI
90% follow up
@ decline
with traditional vehicles such
as email losing effectiveness
landscape with new and
nimble competitors and
pricing pressures
Competitive
2
came from these leads
every lead, every quarter.

3. We are at the intersection of Traditional & New Marketing

5. Early to mid funnel consideration driven by Digital Content Amplification
Early Stage Mid Stage Late Stage
Consideration
Conversion
SEM & Social Media
(Infographics)
3rd Party webinars
Content Synd: Whitepapers,
Analyst reports, Trend reports
Webinars
Eloqua Nurture &
Lead Concierge
70%
Product
eDMs
Organic
Search
Webinars
Just keeping
up to date
Have early indications
of a need and
searching for a solution
Interested in
a solution, researching
vendors
Evaluating solutions
Seeking proof points
Negotiation and
purchase
Sales Engagement
Awareness
2013 2015

7. The Result:
 6000 conversations
 Key decision makers
 Over 18 months

9. MRL to Converted revenue: 160 days
Content Download
MRL Lead
Nurture Lead
Converted (100%)
Sales Follow-up

10. 3
$
28

11. 55% of all digital
leads have
converted into
pipeline

12. NextGen Marketing
Achieving marketing objectives
and strategies (in this new
environment) will require
a much more granular
analysis of customers
and prospects
than ever
before”
-A Marketers Guide to Analytics

13. Data:
Single Customer Universe
Decisions:
Delivering Insight
Execution:
Real-Time
• Consolidated Universe
• Synthesized Identities
• Mapped Marketing Activity
• Agile Learning (CJDM visualization)
• Determines Next Best (Scoring)
• Provide Data to Execute (Masterfile)
• Customer Journey (CRM & Digital)
• Marketing Qualification (Lead
Process)
• Sales Funnel Efficiency (SFDC)
TableauCJDM
Interface
LatticeMascot
Eloqua
CMAP
Sales
Edge
Digital
(Media
math)
MDF
D3
3rd
Party
Captix
??
  

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