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Case Studies

Dell Technologies: inform, educate, empower

Background

With 27,000 products in their range and customers to reach across B2B and B2C, Dell has a daunting marketing task. Breaking down the challenge to focus on different stages of the customer journey has been a successful strategy for Sandip Ghosh as Head of Marketing, and Total News has given him the opportunity to share different messages across the entire marketing funnel.

Firstly, top of funnel messages to building positive brand perceptions through sharing of the Dell purpose and values, the work across communities in innovation and medical advancements, also sustainability, diversity and inclusion. Secondly, product launches, key seasonal focuses and unbiased product reviews to contribute to the customers awareness, education and discovery. Finally, to generate leads and convert the awareness and knowledge to a purchase.

We try to inform, educate, empower. The central theme of our marketing motto is pretty much customer centricity. We empower customers to educate them enough that they ring us and talk to us about our products and solutions.
Sandip Ghosh
Head of Marketing, Dell Technologies

Conclusion

Sandip does not focus solely on revenue attribution, his indicators for success come from brand perception sentiment analysis and how this is changing over time. His advice is to take a longer-term approach to see the rewards and benefit from the halo effect on other marketing efforts.

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