CHALLENGE

To establish a program across markets for Dell Technologies that builds peer-to-peer relationships and influences the c-suite agenda across strategic accounts.

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“The success of the program is really amazing. It’s redefined the template for executive engagement.”

Alexandra Bazzano, CxO Experience & Engagement Strategy Lead, Dell Technologies

APPROACH

To work with Dell across their program to engage decision-makers and CxOs in key accounts for Americas, Asia and EMEA. Beginning with profiling executives and developing executive content, we then built relationships through 1:1 meetings, virtual events and social – all brought together in a single relationship strategy.

DETAIL

Step 1: Delve deep into our insights engine to really understand the CxOs, their personalities, their priorities, communication style and motivations.

Step 2: Shift the role of marketing through a combination of content including tailored thought leadership, together with custom account interactions, virtual roundtables, executive 1:1s and meetings.

Step 3: Enabled market facing teams including sales, field and executives with conversation primers and insight.

Step 4: Set an intention for each account and strategically aligned Dell’s value to an executive audience.

Step 5: Improved executive access and relationship building opportunities.

IMPACT

We’ve been successful in building deeper decision-maker relationships in 81% of the 300 key accounts and have delivered significant pipeline. This came from creating a 37% success rate in securing CxO meetings and increase in CxO business leader relationships from 1% to 10%.

200

C-level decision makers

450

Engagement with Top 3,000

39

Event attendees

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