BtoB

Rishi Dave

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Title: Executive director-digital marketing Company: Dell Inc. Years in current job: 4
Rishi Dave, who leads digital marketing for Dell Inc.'s b-to-b segments, focused his efforts over the past year on developing a digital content strategy to support inbound marketing and drive leads. Dave oversees Dell.com, social media, online communities and mobile for Dell's small, midsize and enterprise business segments. One of his biggest projects was the launch in December of Tech Page One, a content-streaming platform that delivers customized content to business users on computers or mobile devices based on their preferences. “Users can designate which type of content they want in technology, business or lifestyle categories, or specific content areas such as cloud or security,” Dave said. Content such as news articles, blogs and infographics is delivered to users on the Tech Page One website or via a mobile app. Dell uses social media to promote Tech Page One and share content. “Tech Page One plays at the top of the funnel; we use it to attract new people to Dell and get them to engage with the experience,” Dave said. “At the next level, we move people down the funnel to Dell.com or Dell TechCenter [an online community], where they can engage with IT professionals and get information to solve problems.” Dave said Dell is moving more of its marketing investment to inbound marketing areas, including content, social, mobile and online communities. “People coming in through inbound marketing are the highest-quality leads that close the fastest,” he said. “Our biggest focus now is how we bring all these content strategies together to manage a robust funnel and increase inbound traffic and lead generation.”
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