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The $40 Million Campaign
Hoe Dell Managed To Reach An Incremental Revenue, And How Can Your Business Get There?
Nikhil Lal
November 12, 2022
How Dell’s Lead Nurturing campaign achieved $40 million in incremental revenue?
The Challenge:
Dell’s marketing strategy didn’t account for following up on leads from partner campaigns, leading to ROI losses and a disconnect between Dell’s marketing efforts and its sales channels.
The Strategy:
Dell began a lead nurturing solution that utilized thousands of pieces of unique content that would personalize the experience for every lead, guiding them through interactive content, including emails, landing pages, and more that would enable viewers to explore and educate themselves about Dell’s products before ultimately deciding to buy.
The Results:
Dell saw an average 35% sale value increase in nurtured leads vs. unnurtured
300% engagement rate improvement
$40 million in incremental revenue from marketing partners
Takeaway:
Always follow up on leads and never leave your customers with a dead end when viewing your content. Dell’s efforts in creating thousands of pieces of interwoven content allowed for a highly personalized campaign that appealed to a wide audience.
Different companies have different goals to achieve their idea of success. Still, the many sides of content marketing offer something for everyone when it comes to reaching those goals, whether it’s company growth, greater ROI, or greater brand recognition.
Content marketing strategies are the most effective when marketers take the time and research to understand their target audience. The key takeaway from any content marketing case study is to craft a strategy that revolves around your company’s goals and the story you want to tell.
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