Quality leads generated upon launching a new demand gen channel with ON24 Engagement Hub
Of the companyâs 24,000+ contacts engaged with the ON24 Engagement Hub
On average, people return to interact with the ON24 Engagement Hub
Name: Ingram Micro
Headquarters: Irvine, California
Founded: 1979
Employees: 10,000+ employees
Industry: Technology
Ingram Micro delivers a full spectrum of global technology and supply chain services to businesses around the world. The company has deep expertise in technology solutions, mobility, cloud and supply chain solutions, which enables its partners to operate efficiently and successfully in their markets. Ingram Micro provides its customers with unrivaled agility, deep market insights and the trust and dependability that come from decades of proven relationships.
Ingram Micro exists to solve the worldâs toughest problems. The technology company connects innovators such as Microsoft, AWS and Dropbox to resellers who can help these organizations reach larger audiences and develop better experiences for end users.
Ingram Micro provides over 120 different cloud services to more than 300,000 vendors, resellers and partners within its marketplace ecosystemâbut the companyâs business model has changed in recent years. Digital transformation has prompted Ingram Microâs partners and resellers alike to develop their own enterprise-grade technology solutions.
âSuddenly, we didnât have vendors anymoreâwe had innovators,â said Sam Ancliff, Senior Marketing Executive at Ingram Micro.
The company set a goal to move its operations to the cloud to enable its vendors and resellers to easily connect with one another. Ingram Micro wanted to facilitate a cohesive customer journey in a seamless digital experience that also supported its own lead nurture streams.
A disjointed customer experience
The wide range of solutions that Ingram Micro sells presented marketing challenges for the company. With a portfolio of over 120 products and counting, Ingram Micro didnât have proper visibility into which resellers were interested in specific vendor solutions or how to best communicate with them.
âOur marketing consisted of shouting over and over until someone listened,â Ancliff said.
Ingram Micro needed to capture data on its audience to tailor its messaging. The organization also needed to brand its digital experiences consistently.
âWe were using various tools that took people away from Ingram Micro to different websites with different branding. It wasnât clean or pretty,â Ancliff said.
There were also gaps in the companyâs content strategy. Ingram Microâs resource center included a mix of content stored in various places, which made it difficult for the marketing teamâand even harder for resellersâto find what they needed quickly.
“When we first started looking at ON24, it was from a webinar perspective only. We werenât even aware of the content library or always-on engagement capabilities. This was a real game changer, and it set ON24 above its peers because it solved a problem”.
SAM ANCLIFF
SENIOR MARKETING EXECUTIVE, INGRAM MICRO
Strategic content drives actionable insights
Ingram Micro needed a solution that could meet the requirements of its numerous stakeholder groups and help streamline its vendor/ reseller ecosystem. The ON24ÂŽ Platformâs robust analytics, always-on technology and branding capabilities made it a perfect fit, so the company purchased ON24 Webcast Elite and the ON24 Engagement Hub.
Ingram Micro uses the ON24 platform to create a digital experience that houses the Ingram Micro Cloud content hub, where resellers can subscribe to vendor updates and view on-demand and upcoming webinars. In the hub, the company stores content segmented by vendor solutions, enabling resellers to quickly and easily find whatâs relevant to them.
The ON24 platform helps Ingram Micro deliver an always-on experience for its audience in an efficient manner. The company produces a high volume of webinarsâbut with ON24 Engagement Hub, once the webinars are created, Ingram Micro can simply start, monitor and optimize them as needed based on viewership and engagement. Additionally, the ability to embed the digital library experience directly on itâs website, means the company doesnât need to involve its web development team to publish new webinars every week to the website, saving time and internal resources.
ON24 Intelligence gives Ingram Micro insight into who attends its webinars, as well as the best time to run them. Additionally, ON24 Connect enables the company to integrate with solutions such as Eloqua. All of Ingram Microâs webinars feed into Eloqua from ON24, along with attendee data. This integration populates a record of each person who registers and monitors their engagement. This allows Ingram Micro to trigger campaigns that link contacts into its next webinar series.
Finally, the ON24 platform provides an unbroken digital experience with a consistent look and feel. Ingram Micro uses ON24 to create branded digital experiences that look like Ingram Micro, but are versatile enough to incorporate its vendorsâ branding.
Ingram Micro has built a cohesive, intelligent marketing system with the ON24 platform. The companyâs content hub generated 100 leads at the initial launch of this new demand gen channel, and 20% of its 24,000 contacts have interacted with the hub, returning 2.5 times on average to engage with the content. Ingram Microâs internal teams now rely on the hub as the source of all the companyâs content.
The ON24 platform delivers an always-on experience that continually drives leads into Ingram Microâs sales funnel. With the ON24 Prospect Engagement Profile, Ingram Micro can provide any contact record to its sales team with information on what content the contact has viewed, how much time they spent with the content and how engaged they were.
The sales team can then automatically send the contact additional contentâfor example, a legal agreement documentârather than spending time trying to figure out which of Ingram Microâs 120 solutions would be best to promote.
âON24 has allowed us to optimize our programs to meet our audienceâs consumption style and needs,â Ancliff said.
“The insights that ON24 provides allow us to optimize our programs. Weâve tailored the length of our webinars and our Q&As to meet our audienceâs consumption style and needs, as well as other areas that we couldnât even see before”.
SAM ANCLIFF
SENIOR MARKETING EXECUTIVE, INGRAM MICRO
