Case Studies

How Dell filled the gap between the sales and marketing teams with interactive content

Dell utilizes interactive content to fill the gap between the sales and marketing teams

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COMPANY

Dell is a multinational technology corporation that provides technology solutions, services and support. For 30 years, Dell has empowered countries, communities, customers and people everywhere to use technology to realize their dreams.

INDUSTRY

USE CASE

PRODUCT USE

CONTENT FORMATS

THE CHALLENGE

Dell has a range of B2B solutions for companies of all sizes from small businesses to large enterprises. Products and solutions range from empowering a small business with new employee BYOD solutions to advising a global corporation on securing their public and private clouds.

Generating qualified leads from their target audience is a primary focus. But, as is true for most companies with diverse markets and products, it can be a challenge to communicate the right message to the right person at the right time in order to increase engagement and conversion rates. Dell knew this challenge also presented an exciting opportunity to deliver targeted, relevant online experiences to their diverse audiences. They had a vision for interactive, app-like experiences that would provide value and be useful to their online visitors, to complement their already effective lead generation program.

For the past several years Dell has leveraged campaign landing pages for lead capture forms and microsites with Ion interactive. Starting with page templates from the Ion platform, they were able to quickly launch and test targeted pages and microsites without help from developers. They experienced great results, attributing their landing page initiative to increasing sales opportunities by 10x in a two-year span.

With an already successful lead generation program in place leveraging Ion landing pages, Dell wanted to use smarter interactive digital experiences to help more effectively target and present solutions to their wide-ranging audiences. They knew that to improve the online experience and generate more leads they would need to move beyond static form-based landing pages to more useful, interactive experiences that provided intrinsic value to the customer.

Know your customer experience intimately and don’t be afraid to challenge what currently works; and even if it works well, never stop asking yourself how you can make that experience better.

Joseph Moke, Dell’s Senior Manager of Digital Marketing

Dell created online advisors for their server, cloud, virtualization, and client solutions that are available on Dell.com. These app-like experiences are frequently updated with the latest product and services information, and Ion’s interactive content platform makes these updates in an efficient, agile manner.

With agility for updates and changes comes agility for testing unique variations of each online advisor. Rather than keeping the solution advisors as static, non-changing web experiences, Dell has the freedom to test layouts, copy, images and personalization to help increase the engagement and conversion rates on the interactive advisors.

Dell’s Senior Manager of Digital Marketing, Joseph Moke explained, “You can’t be afraid to fail. There are so many different ways to interact with your customer online-testing, trusting your data, and always optimizing will evolve your site and make your customer experience the best one you can provide. Know your customer experience intimately and don’t be afraid to challenge what currently works; and even if it works well, never stop asking yourself how you can make that experience better.”

THE RESULTS

The data gathered empowers the Dell sales advisor with prospect insights, which in turn allows them to have a more tailored, relevant conversation when they follow up on leads generated from the solution configurator. This also ensures tight cohesion between the sales and marketing teams, with marketing passing sales valuable lead insights that help them do their job more efficiently.

When a visitor completes the interactive advisor, the sales team receives the quote and it’s directly uploaded into the sales CRM for seamless access to the prospect information.

THE NEXT STEPS

From the testing front, in the upcoming quarters, Dell will be working on smaller forms to fit various page templates across their site, which will also test in markets where embedded forms did not perform. They will also continuously look for ways to meld interactive content into future projects as a means to enhance the user experience.

Moke adds, “Everyone invested in the success of our company wants to know the state of the business and ROI of our campaigns. To our internal audience, conversion lifts and testing are only the beginning. You can increase your form conversion in a myriad of ways, but if your leads are poor quality, or aren’t engaged, you lose credibility to your sales teams and ultimately your customer experience suffers. Our tests for conversion look beyond that form conversion—always look at how your leads are affecting the bottom of that sales funnel.”

-> Learn more about how Dell uses Interactive Landing Pages for Demand Generation

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