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Dell Case Study

Next Generation Landing Page Success Story

Dell Landing Pages
Dell Landing Pages
Dell Interactive Content
Dell Interactive Content

ion: A Key Catalyst to Dell’s Global Market Success

BACKGROUND

Dell is a multinational technology corporation that provides technology solutions, services and support.

"[ion's platform] was a key enabler in our online lead gen strategy that resulted in a 10X increase in opportunities for our sales teams in a two year timeframe."

–Josh Mueller, Senior Manager of Business Digital Marketing, Dell

Dell Case Study

THE CHALLENGE

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.

THE SOLUTION

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.”

THE RESULTS

The creation and optimization process that used to take Dell six to eight weeks now takes two to four days with ion.

At first, Dell was only sending Dell.com traffic to platform pages. However, when their first platform page produced a 78% lift in conversions after only two weeks, they couldn’t wait to do more. Dell now has well over 1,000 platform pages running on Dell.com, in their communities and on third-party properties globally—serving everything from gated whitepapers and videos to basic contact forms.

The results that Dell saw in their first two weeks using the ion haven’t slowed down. By using the ion platform to further test and optimize their lead generation pages, Dell has seen basic contact form completions rise 50% and on their dedicated landing pages they’ve seen increases as high as 300%.

Needless to say, the other Dell divisions have caught on, and the ion platform is now employed by multiple divisions throughout the company.

"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 NEXT STEP WITH FORMS

Dell plans to create even smarter forms by integrating ion with Demandbase.

Using ion’s hidden form fields and respondent information from Demandbase, the platform will then automatically customize forms and landing pages based on the user. If, for example, a web hit arrives from an IP address that is associated with a company in the healthcare industry, ion's platform can automatically show a form customized for that industry.

Dell is also integrating ion with Eloqua. After a customer’s online behavioral data captured on a platform page, it can be reliably shared with Eloqua, enhancing the profile of the customer and driving appropriate communication between Dell and the online visitor.

MORE THAN JUST FORMS

When Dell acquires companies, they acquire their marketing systems and everything that they’ve been doing. One significant benefit of using ion's platform for Dell is how easily it integrates with other software platforms. Dell is using ion to bring everything together.

Dell’s projects within ion's platform aren’t limited to simple pages and forms. They have launched numerous campaign-specific microsites including one for a large multi-million dollar US brand campaign. 

Dell utilizes interactive content to create engaging user experiences.

THE COMPANY

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.

THE CHALLENGE

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.

Dell Interactive Content Case Study

"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."

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.

THE SOLUTION

Dell determined that online advisors would be a perfect method to allow customers to configure solutions based on their specific needs, from the small business owner to the CTO of a large global enterprise. They brought this app-like experience to life with the ion platform.

The advisor acts as a form of digital solution configurator, showing how a product, service, or application can work within a customer’s environment. The online visitor inputs information regarding their specific product needs and the advisor provides feedback about the appropriate product and services that fit a customer’s needs.

Dell Interactive Content Case Study
Dell Interactive Content Case Study

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 the 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.”

Next-Gen Landing Pages ion interactive Case Studies

Next-Gen Landing Pages Case Studies

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