How DELL Innovates Without Restriction Using Marketing Technology

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From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Designing & Operating An "Always On" Marketing Program At Scale. PRESENTATION: How DELL Innovates Without Restriction Using Marketing Technology - Given by Corey Craig - Dell, Customer Experience Design & Innovation Lead

Marketing

2
Always-on
Behaviorally driven
Global
Solution agnostic

3
Designing & operating an always-on
marketing program at scale
• Design your customer experience
• Create a content engine to support the
experience
• Be a great storyteller

5
Point 1: Start with the
experience first.

6
Start with the experience first
Browses
Dell.com, submits
email address to
download white
paper
Clicks through
Dell Security
email, Engages
video
Clicks through
Flexible Data
Security email,
engages content,
shares case study
w/peers
Customer sees
related event
OA on various
web sites
Sees related event
OA, registers and
attends event
Clicks “Thanks For
Attending” email,
requests Security
Consultation
Talks
w/Sales
Clicks through Dell
Security email,
saves infographics
Receives
Security Event
Invitation and
Event reminder
emails

7
Break the experience down
Browses
Dell.com, submits
email address to
download white
paper
Clicks through
Dell Security
email, Engages
video,
Customer sees
related event
OA on various
web sites
Identify
intent
through
data

8
Break the experience down
Browses
Dell.com, submits
email address to
download white
paper
Clicks through
Dell Security
email, Engages
video,
Customer sees
related event
OA on various
web sites
Nurture
the intent
with
content

9
Break the experience down
Browses
Dell.com, submits
email address to
download white
paper
Clicks through
Dell Security
email, Engages
video,
Customer sees
related event
OA on various
web sites
Automate
reactions
to intent

10
Let the experience drive
technology decisions.

11
Point 2: Create a content
engine to support the
experience.

15
Build a framework for your logic
If, X Then, Y
Yes, I did this…

16
Through the manual work
you will learn what to
automate.

18
Education leads to
organizational adoption.

How DELL Innovates Without Restriction Using Marketing Technology

Almost anyone with a little creativity can claim to be a “green” company. “Green washing” has become so prevalent in recent years that new marketing laws have had to be put in place to control the blatant deception in so many green marketing campaigns. But truthful or not, green marketing promises to give our campaigns a quick performance boost with only a slight shift in design or messaging. However, does it really have an impact on whether a customer will buy from us or not? One company decided to test it, and what the marketers found may surprise you. In our next clinic, we’ll be exploring the question of whether green marketing has a measurable impact on real marketing campaigns. You’ll learn: • What we discovered from a real green marketing experiment • How consumers think about green marketing • Principles you can take away and immediately apply to your own marketing materials ***PLUS LIVE OPTIMIZATION*** In addition to the case studies and practical training you’ll receive in the clinic, you’ll also have a chance to have your pages reviewed live with research-grounded suggestions from our analysts.

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Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025. And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos. So is there science behind what makes people absolutely irresistible on camera? The answer: definitely yes. In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.

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How DELL Innovates Without Restriction Using Marketing Technology

1. 1 Corey Craig Experience Design and Innovation Lead @CJCraig12 Designing & Operating an Always On Marketing Program at Scale

2. 2 Always-on Behaviorally driven Global Solution agnostic

3. 3 Designing & operating an always-on marketing program at scale • Design your customer experience • Create a content engine to support the experience • Be a great storyteller

4. 4 “80% of success is just showing up.”

5. 5 Point 1: Start with the experience first.

6. 6 Start with the experience first Browses Dell.com, submits email address to download white paper Clicks through Dell Security email, Engages video Clicks through Flexible Data Security email, engages content, shares case study w/peers Customer sees related event OA on various web sites Sees related event OA, registers and attends event Clicks “Thanks For Attending” email, requests Security Consultation Talks w/Sales Clicks through Dell Security email, saves infographics Receives Security Event Invitation and Event reminder emails

7. 7 Break the experience down Browses Dell.com, submits email address to download white paper Clicks through Dell Security email, Engages video, Customer sees related event OA on various web sites Identify intent through data

8. 8 Break the experience down Browses Dell.com, submits email address to download white paper Clicks through Dell Security email, Engages video, Customer sees related event OA on various web sites Nurture the intent with content

9. 9 Break the experience down Browses Dell.com, submits email address to download white paper Clicks through Dell Security email, Engages video, Customer sees related event OA on various web sites Automate reactions to intent

10. 10 Let the experience drive technology decisions.

11. 11 Point 2: Create a content engine to support the experience.

12. 12 Modular content example Content stored externally Logo Headline Promo Top CTA Headline Short Image/Icon CTA Text Short Promo Subhead CTA Text Long Body Copy Promo Thumbnail of asset Body Copy Long Flexible content blocks

13. 13 Logic informs personalization Acquisition lead Viewed brand webinar Tom Lisa Expired SRL Storage event attendance Pain point identified: Storage Engagement scored: Compare 1. Compile source data: Previous activity and interest Pain point identified: Unknown Engagement scored: Identify 2. Derive pain point identification and engagement score 3. Deliver relevant content Flex Flex Flex Flex Flex Flex

14. 14 Build a framework for your logic.

15. 15 Build a framework for your logic If, X Then, Y Yes, I did this…

16. 16 Through the manual work you will learn what to automate.

17. 17 Point 3: Become a great storyteller.

18. 18 Education leads to organizational adoption.

19. 19 Visualize complex ideas

20. 20 Start a campaign!

21. 21 Action begets action

22. 22 Innovate without restriction