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HCL Technologies: Pushing the Billion Dollar Website
內容大綱
In 2014, India’s HCL Technologies emerged as one of just eight 21st-century listed technology companies in the world to surpass US$1 billion in net profits, $5 billion in revenue, and $15 billion in market capitalization. When most companies were using their websites as online information pages, HCL Technologies converted its legacy website into an effective lead-generation vehicle. Within one year of implementation, the website began generating a lead funnel worth $1 billion. HCL Technologies used its updated website to implement various strategies to ensure effective lead generation, revenue generation, and site-traffic generation. Over time, the website evolved into a driver for thought leadership for the business and its customers.
學習目標
This case is suitable for a graduate or executive-level program in elective courses including digital marketing, business-to-business marketing/industrial marketing, marketing communication, sales and distribution, and marketing metrics. After completion of this case, students will be able to:<br><ul><li>convert a traditional website into a funnel for lead generation;</li><li>use online tactics and tools to track customer leads and gather customer intelligence;</li><li>integrate a website with business processes for lead life-cycle management;</li><li>enable branding and positioning through creative use of the company website;</li><li>use a website to drive business growth and establish thought leadership; and</li><li>assess website performance on input, process, output, and impact parameters.</li></ul>