Summary
After Dell Technologies acquired EMC Corporation in 2017, a new global campaigns team was tasked with changing the perception of Dell Technologies from a PC and server company to an end-to-end technology firm. Working with SiriusDecisions (now Forrester) over the next three years, this team embarked on a journey from multiple siloed, product-centric campaigns to a few integrated campaigns across business lines that targeted specific buyers and their business needs. In this case study, we demonstrate how an audience-centric campaign strategy was more effective than product-centric campaigns in telling the Dell Technologies story, increasing pipeline, and streamlining global efforts.
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