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BtoB

BtoB's Best Marketers: Karen Quintos, Dell Inc.

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Dell Inc. rode the Super Bowl media wave this year without actually having to buy a pricey ad. “Thomas,” a new spot in its “Power to Do More” ad campaign from WPP's Y&R, New York, shows Thomas M. Wilks, a businessman who escapes to an alternative reality on his train commute home by drawing cartoons on his tablet. Through its social media channels and blog influencer base, Dell leaked the ad online shortly before the Super Bowl. “The day of the Super Bowl, we lit up our influencer channel,” said Karen Quintos, senior VP-CMO at Dell. To date, the spot has generated more than 6.5 million online views, after taking only $30,000 to activate. And while the ad is only running online in the U.S., it is appearing on television in key strategic markets such as Brazil, China and Russia. “How those stories are resonating with IT decision-makers is fascinating,” Quintos said. B-to-b comprises 80% of Dell's revenue, including such IT services as education, cloud computing, data storage and security. Overall, Dell's revenue was flat for its most recent fiscal quarter, but revenue from its Enterprise Solutions Group rose 8%, to $3.3 billion. Quintos said Dell has seen double-digit increases in leads in Brazil and China as a response to its marketing, and an 80% increase in its market share in those countries. She said Dell uses a full suite of metrics and analytics to track the impact its campaign is having in the marketplace. Dell has continued its global efforts to support businesswomen through the Dell Women's Entrepreneur Network, online forums and in-person events, such as a recent conference in Istanbul. In June, Dell announced a $100 million Innovators Credit Fund to help female entrepreneurs. Another of the company's initiatives is Dell Powering the Possible, which helps children with cancer.
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