Targeting Every Key Computer Buyer in Europe: Dell’s ABM Campaign with DV360

Client Overview
Dell is a global leader in technology solutions, known for its high-performance laptops, desktops, and enterprise hardware. In Europe, Dell launched a new business laptop aimed at corporate clients and decision-makers. To maximize efficiency and precision, the campaign adopted an Account-Based Marketing (ABM) approach powered by Google DV360, focusing on direct engagement with high-value accounts.

Campaign Objectives

• Reach targeted business accounts across Europe with personalized messaging.
  
  
  

• Maximize match rate for account targeting to ensure optimal reach.
  
  
  

• Drive both awareness and consideration for the new business laptop within priority accounts.
  
  
  

• Support sales growth during the campaign period through high-impact creative and precise delivery.
  
  
  

Targeting Strategy
A data-driven ABM model was implemented, ensuring every impression was delivered to the right decision-makers:

1. Account-Based Targeting

• Leveraged Dell’s provided account list, achieving a 95% match rate - one of the highest recorded.
  
  
  

• Targeted IT decision-makers, procurement managers, and corporate buyers across multiple industries.
  
  
  

2. Platform & Reach

• DV360 for scalable programmatic delivery across the full European market.
  
  
  

3. Creative Approach

• Custom HTML banners with dynamic elements tailored for business audiences.
  
  
  

• Multiple visual variations to align with different segments and industries, increasing relevance and engagement.
  
  
  

Campaign Components

Results & Impact (3-month campaign)

• 95% reach of the provided ABM account list across Europe.
  
  
  

• 75% engagement rate from targeted accounts, indicating strong interest.
  
  
  

• Increased sales during the campaign period, directly attributed to account engagement and targeted messaging.
  
  
  

Why It Worked

• High match rate ensured minimal media waste and maximum efficiency.
  
  
  

• Creative personalization increased relevance for diverse business audiences.
  
  
  

• The ABM model delivered measurable results, directly influencing purchase decisions.
  
  
  

Takeaway
By combining ABM precision with DV360’s scale, Dell successfully reached almost every priority account in Europe, driving meaningful engagement and boosting sales for its new business laptop. The campaign proved that when high match rates meet tailored creative, ABM can deliver both awareness and measurable revenue impact.