Case Study: Dell EMC (Data Domain) achieves 10x revenue growth and 11K leads with Informa TechTarget

Leveraging Market Momentum with Effective Integrated Marketing That’s Always On

Dell EMC (acquired Data Domain) faced the challenge of scaling marketing rapidly to outgrow smaller competitors and prepare for a fight with much larger incumbents after strong product demand. To reach high-quality storage decision-makers it partnered with Informa TechTarget, leveraging TechTarget’s Storage Media Group and an always-on integrated content marketing program (content syndication, white papers and email, virtual events, on‑demand mediacasts and list rental).

Informa TechTarget ran 18 programs across eight targeted sites, delivering more than 11,400 leads and driving roughly 10x revenue growth as Data Domain’s revenues rose from $46M in 2006 to over $480M by 2009; the company was later acquired by EMC for $2.4B. By using Informa TechTarget’s metrics-driven approach to amplify high-performing campaigns and optimize low-yield activity, Dell EMC significantly expanded offer volume, product promotion and sales velocity.

Dell EMC

Beth White

Marketing Vice-President