BtoB

Kevin Sellers

By Published on .

Reprints Reprints

Title: VP-sales and marketing, director-creative services and digital marketing Company: Intel Corp. Years in current job: 2
Kevin Sellers has overseen a major shift in the marketing strategy employed by semiconductor chip manufacturer Intel Corp. The company stepped up its outreach to consumer audiences, pouring millions of dollars into the reconstruction of its Web domain to support partner sales. And an integrated marketing campaign—the largest the company has run in a decade—promotes the introduction of Intel-inspired ultrabooks. The consumer strategy ties into the “Intel Inside” program, which allows manufacturers to place the Intel logo on products that use the company's chips. By building the equity of the Intel brand in the consumer market, the logo becomes a selling point for b-to-b buyers as well. “We want consumers to want Intel,” Sellers said. The new Intel.com architecture carries visitors through an educational process and connects them directly to the point of purchase on partner websites. “We provide nurturing content and a simple comparison shop that then allows [buyers] to go and fulfill an order directly,” Sellers said. More than 25 million unique visitors flock to Intel's main site every month, and the company debuted a mobile site in October. Also last year, Intel debuted “A New Era of Computing,” an integrated campaign that targeted consumers and featured TV spots to support the fledgling ultrabook market. Intel created an interactive campaign microsite around those ads, allowing prospects to dive deeper into the content. “We're doing traditional marketing and taking it all the way to the Web,” Sellers said. “We have a huge opportunity to develop a relationship, to educate, nurture and also take [prospects] all the way to the point of purchase. No other medium can do that like digital can.”
In this article:

Comments (0)