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Ingram Micro | Case Study | ON24

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Ingram Micro launches always-on buyer experiences with ON24

  • 100

    Quality leads generated upon launching a new demand gen channel with ON24 Engagement Hub

  • 20%

    Of the company’s 24,000+ contacts engaged with the ON24 Engagement Hub

  • 2.5

    On average, people return to interact with the ON24 Engagement Hub

Capabilities

Industry

Use Cases

Number of Employees

  • 10,000+

About

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.

Introduction

Ingram Micro exists to solve the world’s 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 ecosystem—but the company’s business model has changed in recent years. Digital transformation has prompted Ingram Micro’s partners and resellers alike to develop their own enterprise-grade technology solutions.

“Suddenly, we didn’t have vendors anymore—we had innovators,” 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.

Problem

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 didn’t have proper visibility into which resellers were interested in specific vendor solutions or how to best communicate with them.

“Our marketing consisted of shouting over and over until someone listened,” 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.

“We were using various tools that took people away from Ingram Micro to different websites with different branding. It wasn’t clean or pretty,” Ancliff said.

There were also gaps in the company’s content strategy. Ingram Micro’s resource center included a mix of content stored in various places, which made it difficult for the marketing team—and even harder for resellers—to find what they needed quickly.

"When we first started looking at ON24, it was from a webinar perspective only. We weren’t 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 Anfcliff, Senior Marketing Executive

Solution

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 ON24® Platform’s 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 what’s 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 webinars—but 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 it’s website, means the company doesn’t 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 Micro’s 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 vendors’ branding.

Results

Ingram Micro has built a cohesive, intelligent marketing system with the ON24 platform. The company’s 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 Micro’s internal teams now rely on the hub as the source of all the company’s content.

The ON24 platform delivers an always-on experience that continually drives leads into Ingram Micro’s 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 content—for example, a legal agreement document—rather than spending time trying to figure out which of Ingram Micro’s 120 solutions would be best to promote.

“ON24 has allowed us to optimize our programs to meet our audience’s consumption style and needs,” Ancliff said.

"The insights that ON24 provides allow us to optimize our programs. We’ve tailored the length of our webinars and our Q&As to meet our audience’s consumption style and needs, as well as other areas that we couldn’t even see before."

Sam Ancliff, Senior Marketing Executive

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