Ingram Micro launches always-on buyer experiences with ON24

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.

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.