For 30 years, Dell has empowered countries, communities, customers and people everywhere to use technology to realize their dreams. Customers trust Dell to deliver technology solutions that help them do and achieve more, whether they’re at home, work, school or anywhere in their world.
Dell has a range of B2B solutions for companies of all sizes from small businesses to the large enterprise. 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.
Dell is a multinational technology corporation that provides technology solutions, services and support.
–Josh Mueller, Senior Manager of Business Digital Marketing, Dell
Dell’s Business Digital Marketing team needed a better way to create and globalize custom online lead generation pages. Prior to adopting ion, each new landing page was a multi-faceted project that required several hand-offs: First, Dell would create an IT roadmap, then work with a design team, provide the schematics, get the page coded, and finally transcribe or translate individual pages for each language or region included in the campaign. On average, it took about six to eight weeks to customize and globalize a lead generation form. As a result, the opportunity for the campaign often passed before the form was fully globalized.
Dell began using ion's platform for their lead capture forms in September 2010. They started with the page templates that are included within the platform, but it wasn’t long before they realized how easy it was for them to create and test their own custom templates without coding or help from IT.
Not only did it take less time, but also Dell was able to speed up the globalization process by giving the regional marketing managers access to the ion platform. After a page was created in one country, the other regional managers could simply sign in, copy and translate the existing lead gen form, and further customize the page for their particular region.
Dell Senior Manager of Business Digital Marketing, Josh Mueller, explained that one of the greatest benefits of using the platform has been the decrease in production time, “I can literally have my team here in the States put up a page, email it to my team members in Japan, China, France and Germany and then a couple days later it’s localized and out on the web.”