Understand how Dell increased new business opportunities 10 times with interactive content – WAU
Dell is a technology company that has been dedicated to creating different types of solutions for a diverse audience for years. See how she managed to leverage her conversions and generate better leads by investing in landing pages and interactive content.
For 30 years, Dell has helped countries, communities, consumers and people from different places to use technology to make their dreams come true.
Customers trust Dell to provide technology solutions that help them do and achieve more – at home, at work, at school or anywhere else.
In the last years, the company was able to enhance its results in relation to the conversion and generation of leads with interactive content and landing pages. In this post, you will see a successful case that shows how this process went and the gains of this endeavor.
We will cover the following topics:
Dell has a variety of solutions B2B (Business to Business) for companies of all sizes, from small businesses to large companies. Products and solutions vary.
They can range from training a small business with new BYOD solutions (Bring your own device) for employees to consult with a global corporation on protecting their public and private networks.
The challenge: generating qualified leads
Dell’s commercial Digital Marketing team needed a way better to create and globalize personalized landing pages for online lead generation.
Before the adoption of ion, each new landing page was a multifaceted project that involved several transfers.
First, Dell created an IT roadmap, then worked with a design team, provided the blueprints, coded the page, and finally, transcribed or translated 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 campaign opportunity often passed before the form was fully globalized.
Dell knew that this challenge also presented an excellent opportunity to offer relevant and targeted online experiences to its diverse audiences.
The company already had in mind that the interactive experiences provided by applications would add value and be useful to its visitors, in order to complement its lead generation program.
The partnership between Dell and ion interactive
Dell started using the ion platform for its lead capture forms in September 2010.
They started with the page templates that are included on the platform, but it didn’t take long before they realized how easy it was. create and test your own custom models without coding or asking for IT help.
Not only did this take less time, but the company was able to accelerate the globalization process by granting regional marketing managers access to the ion platform.
After a page was created in a country, other regional managers could simply log in, copy and translate the existing lead generation form, and then customize the page for their particular regions.
Senior Commercial Digital Marketing manager Josh Mueller explained that one of the biggest benefits of using the platform is the reduced production time:
“I can literally ask my team in the United States to set up a page, email it to team members in Japan, China, London and Germany, and then a couple of days later it is located and available on the network. “
The next step
With an already successful lead generation program happening with the leverage of landing pages through ion, Dell wanted to apply smarter interactive digital experiences to help target and present solutions more effectively to your broad and varied target audience.
They knew that to improve the online experience and generate more leads, it was necessary to go beyond common forms-based landing pages to create more useful and interactive experiences that deliver intrinsic value to the customer.
The company determined that having online consultants would be the perfect method to allow customers to configure solutions based on their specific needs, from the small business owner to the CTO (Chief Technology Officer) of a large global corporation.
They brought this interactive experience to life on the ion platform.
The initiative works as follows: the consultant acts as a kind of digital configurator of the solution, showing how a product, service or application can work in a customer’s environment.
The online visitor enters information about their specific product needs and the consultant provides feedback on the appropriate products and services that meet their needs.
Dell has created online consultants that work on servers, in the clouds, in the virtualization of customer solutions available on Dell.com.
These app-like experiences are often updated with the latest information about products and services and the ion interactive content platform makes these updates efficiently and quickly.
With the speed for updates and changes, comes the agility to test the unique variations of each online consultant.
Instead of keeping solution consultants as static, unalterable experiences on the web, Dell is free to test layouts, copies, images and customization to help increase engagement and conversion rates on interactive consultants.
Dell Senior Digital Marketing Manager Joseph Moke explains:
“You can’t be afraid to fail. There are many different ways to interact with your customers; online testing, relying on your data and always optimizing are ways to improve your website and make the customer experience the best it can be.
Know your customer’s experience intimately and don’t be afraid to challenge what currently works; even if it works well, never stop wondering how you can improve that experience. ”
From these actions focused on landing pages and the creation of interactive virtual consultancies, Dell observed a rapid growth in its conversion metrics, as well as many other benefits. Check out!
Better use of time
The creation and optimization process that Dell was taking six to eight weeks to do now delay two to four days with ion.
By using the ion platform to advance testing and optimize its lead generation pages, Dell noticed that complete basic contact forms increased by 50%, and on their dedicated landing pages, they saw increases of up to 300%.
Needless to say, Dell’s other divisions also joined, and the ion platform now is adopted by various sectors across the company.
Increased sales opportunities
According to Josh Mueller, senior manager of Commercial Digital Marketing at Dell:
“The ion platform was a key facilitator for our online lead generation strategy, which resulted in an 10x increase in opportunities for our sales team over a two-year period. ”
Most relevant dialogues
The data collected by the platform empowers Dell’s sales consultant with insights about prospects, which, in turn, allows them to have a more relevant and personalized conversation when tracking leads generated by the solution’s configurator.
Alignment between marketing and sales
This data also ensures strong cohesion between the sales and marketing teams, with the marketing team passing on valuable insights about leads to the sales team, which helps you do your job more efficiently.
When a visitor closes the contact with the interactive consultant, the sales team receives the quote and it is loaded directly into the sales CRM to give continuous access to the prospect’s information.
The future of Dell’s interactive strategy
With regard to testing, in the coming quarters, Dell will work with smaller forms to adjust various page templates on its websites, which will also be tested in markets where the embedded forms did not work.
They will also follow up on research on ways to merge interactive content into future projectsas a way to improve the user experience.
Joseph Moke adds: “Everyone involved in the success of our company wants to know the status of the business and the ROI of our campaigns.
For our internal audience, increases in conversion and testing are just the beginning. You can increase the conversion of forms in several ways, but if your leads are low quality or not engaged, you lose credibility in your sales teams and, in the end, the customer experience is not so good.
Our conversion tests go beyond this conversion by forms – always look at how your leads are affecting the bottom of that sales funnel. ”
Did you like to know this Dell success case? So take the time to discover how you can also produce interactive content with the ion tool!