Scalability in B2B communications – how we support Dell Technologies

First of all, agile – the very rapid pace of changes in the IT industry results in challenges for Dell Technologies to adapt its communications and marketing to current market conditions. What’s more, the company serves 98% of Fortune 500 customers, so it must tailor its message to different target groups.

Secondly, social selling – with the growing importance of technology and social networking, it is becoming important to build a sales person’s image as an expert through their online activities and presence.

Third, thought leadership – Dell Technologies’ experts need support and an appropriate communications plan on a daily basis, consistent with the company’s global communications and tailored to the challenges of local markets.

Fourth, digital – the new normal means that most of the activities have moved to digital, which is where new sales leads are acquired and “warmed up”.

We have implemented a content hub – the transformation-experts.pl portal, which provided customers with access to high quality materials, such as expert articles, case studies, solution descriptions, product infographics and videos.

We coordinated a series of webinars, creating the Transformation Experts Academy, through which Dell Technologies experts build their image by spreading expert content and which regularly generates and warms up leads.

Together with the client, we developed the Social Selling Experts program, through which we educate and support Dell partners and distributors in creating and distributing expert content related to Dell Technologies’ solutions.

We launched the Dell Ambassadors program, in which we support Dell’s experts with content creation and expert branding through their LinkedIn profiles, as well as assisting them in planning speeches at industry events.