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Dell Premier
Dell approached MOD+Co with a mission: boost conversion rates for quotes generated within customers’ Premier accounts.
Dell Premier gives businesses an online portal to streamline the purchase and management of systems, software, and peripherals, reducing costs in deployment, training, and support.
Quotes were being generated and left to expire. The work was to bring customers back to them.
Capabilities
Go To Market
Personalization
Automated Lead Nurture
Global Campaign Development
Sales & Marketing Alignment
Technology
Marketing Automation
Data
Audience Management
01
Understanding Customer Behavior and Pain Points
MOD+Co began by analyzing Dell Premier’s existing marketing communications to understand customer behavior, segmentation, and the challenges around online quote conversion.
The review identified the key areas for improvement.
02
Building a Targeted Lead Nurturing Program
A lead nurturing program was designed and implemented, focused on refreshing and automating existing communications.
Using Eloqua and custom data objects, the program sends personalized emails reminding customers of expiring quotes, each with clear instructions on how to purchase or resave.
Our partnership with MOD built one of Premier’s most profitable email campaigns while increasing customer satisfaction and reducing manual efforts to communicate with customers about expiring eQuotes.
— John Phillips, North America Online Merchandising, Dell
03
Brand Alignment
To maintain consistency with Dell’s brand standards, MOD+Co ensured all Premier communications aligned with the established guidelines.
Premier emails look and sound like Dell, in every market.
04
Global Expansion
The program launched first in the United States.
It then expanded to six additional countries: Australia, Canada, France, Germany, Ireland, and the United Kingdom.
The Results
Through detailed journey mapping and the integration of multiple marketing and sales channels, MOD+Co enhanced Dell Premier’s customer engagement.
Click-through to purchase rose 110 percent, and the program now runs in seven countries.
The success led Dell to entrust MOD+Co with additional projects to further optimize its digital marketing.
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