How DELL Innovates Without Restriction Using Marketing Technology

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Corey CraigExperience Design and Innovation Lead@CJCraig12

Designing & Operating an Always On Marketing Program at Scale

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Always-on

Behaviorally driven

Global

Solution agnostic

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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

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“80% of success is just showing up.”

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Point 1: Start with the experience first.

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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

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Break the experience down


Clicks through Dell Security email, Engages video,


Identify intent through data

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Nurture the intent with content

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Automate reactions to intent

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Let the experience drive technology decisions.

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

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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

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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

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Build a framework for your logic.

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Build a framework for your logic

If, X Then, Y

Yes, I did this…

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Through the manual work you will learn what to automate.

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Point 3: Become a great storyteller.

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Education leads to organizational adoption.

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Visualize complex ideas

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Start a campaign!

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Action begets action

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Innovate without restriction

How DELL Innovates Without Restriction Using Marketing Technology

Marketing

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