Title: Executive director-digital marketing Company: Dell Inc. Years in current job: 3 Fundamental to Dell Inc.'s digital strategy is a simple concept: Driving the right customers to the right content to help them solve their problems. Rishi Dave, executive director-digital marketing at Dell, is helping execute this plan on multiple fronts. He oversees everything from Dell.com to the company's social media strategy, communities, mobile and digital at Dell's major events. For example, at Dell's TechCenter, a community of more than 10,000 registered tech professionals, company engineers and sales people discuss how Dell technology can solve their problems. “We see a tremendous upside on how we communicate with current customers,” Dave said, as well as reaching prospective customers. TechCenter's monthly visits were up 90% in May, year over year. Enterprise Efficiency, a site Dell produces with UBM TechWeb, has more than 30,000 members and recently won a Reggie Award from the Promotion Marketing Association, as well as other honors. “The goal is to help enterprise IT executives with the latest and greatest in IT technology,” Dave said. “We're getting a tremendous amount of information about what customers want.” The feedback Dell gets through its sites and social media informs product development and marketing, Dave said, noting that it's trained more than 3,000 employees in social media and has a dedicated command center. Customers are also taking a bigger role in events, such as the annual Dell World Conference. For last December's conference, Dell created a mobile app and enabled live polling during some of the keynote presentations. It also amplified the event in social media. “We got huge positive feedback,” Dave said. “As b2b marketers, we should integrate the virtual experience with the physical experience.”

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