Ingram
A global digital marketing hub was established to serve all Ingram Micro regions.
Creating the Ingram Hub and centralizing the service in one place improved the efficiency of the entire team, achieving better results in all analyses.
Project duration: From January 2021 to December 2021.
Customer engagement
Technology
Meet Ingram
The client
Ingram Micro is a distributor of technology products and services.
The multinational, headquartered in Irvine, CA, was founded in 1979 and currently has more than 60 subsidiaries across six continents.
In December 2020, investment fund Platinum Equity acquired Ingram Micro from HNA Group for approximately $7.2 billion.
It has more than 35,000 employees and an annual revenue of more than $49 billion.
Ingram Micro perceived an asymmetry among its subsidiaries. They presented different levels of maturity in terms of their digital capabilities. This meant that in the most backward countries, with a greater focus on traditional rather than digital, a loss of competitiveness was noted compared to other market players.
In short, this led to lost sales opportunities and lower revenue for both vendors and resellers, and of course, Ingram. They needed to design a strategy to empower local teams, providing them with global support, expertise, processes, methodology, and technology, thereby fostering the consolidation and evolution of their digital capabilities.
The pain
Focus on solving problems
The solution
A global Hub was formed
Digital marketing to serve all Ingram Micro regions. The Hub's purpose is to build digital capabilities across subsidiaries, enabling them to better understand their customers, uncover patterns, and capture interest so they can act at the most opportune moment and through the right channel, increasing the likelihood of conversion.
The Hub works on dynamic, personalized campaigns segmented by profile and behavior, leveraging defined business objectives.
These new capabilities allowed Ingram to create a revenue-generating unit for local marketing teams.
In addition, in some regions, the Hub has positioned itself as a primary source of revenue for the marketing operation.
Results
Last year, the Hub was responsible for the successful execution of 130 campaigns with regional and global reach. The Hub coordinated actions in 62 different countries across the Americas, Europe, Asia, and Oceania.
We ensure that subsidiaries generate:
100+
landing pages created
500+
email campaigns sent
1100+
organic posts on social media
300+
optimized paid ads
Ingram
