The Builders Club used polls in its community of 35,000+ business leaders to find Indian companies planning technology purchases and connect them with Dell. Over 12 months the programme created 600+ qualified leads and $200,000+ in sales, with a sales cycle 40% shorter than traditional B2B tech sales. It became a recurring annual partnership with Dell x Intel.
Case Study Summary
- Clients: Dell and Intel
- Objective: identify Indian businesses with active buying intent for laptops and IT infrastructure and connect them with Dell’s sales team without cold outreach
- Audience: business owners, CTOs and decision-makers in our community of 35,000+ business leaders
- Channels: community polls, direct introductions, Bangalore roundtables and a technology conference
- Results (12 months): 600+ qualified leads, $200,000+ in sales, 40% shorter sales cycle
What was Dell x Intel’s challenge?
Dell x Intel wanted to reach business decision-makers in India who were about to buy laptops for their teams, IT infrastructure for operations or technology for scaling companies. The need was to identify businesses with active buying intent and connect them with sales teams without cold outreach.
What did The Builders Club do?
How did we find businesses ready to buy?
We ran polls in the community on laptop refresh cycles, team size growth and infrastructure upgrades. The polls identified companies planning purchases in the next 3 to 6 months and collected requirements: number of devices, budget range and use cases. Prospects identified themselves as buyers.
How did leads reach Dell’s sales team?
We introduced interested businesses directly to Dell’s sales team. Each introduction included company size, requirements, timeline and budget.
What happened at the Bangalore roundtables?
We hosted in-person roundtables in Bangalore with 8 to 10 business owners and CTOs from the community. Dell x Intel attended as technology partners. Discussions covered scaling technology infrastructure, remote work solutions and productivity tools, and prospects met Dell’s team in person.
What was the technology conference?
We hosted a technology conference with Dell x Intel as technology partners. It connected several high-profile clients directly with the team and included live product demos, networking and on-site consultations for immediate purchase discussions.
What results did the programme deliver?
Sales
- 600+ qualified leads created
- $200,000+ in sales generated from the community
- 85% of poll respondents with active intent became qualified leads
Events
- 90% of roundtable attendees converted into qualified opportunities
- 50+ qualified leads from the conference in one day
- 15+ follow-up meetings scheduled immediately
Partnership
- Recurring annual partnership with Dell x Intel, with ongoing acquisition and marketing collaboration
- Dell x Intel uses the community as its primary lead source in India
- Average sales cycle 40% shorter than traditional B2B tech sales
Why did the programme work?
- Intent-based targeting: polls identified buyers before any sales conversation
- Community trust: prospects knew the community, which made introductions natural
- In-person events: the Bangalore roundtables and conference built relationships faster
- Context at handoff: sales received requirements, timeline and budget with each lead
- Opt-in leads: every prospect raised their hand
Frequently asked questions
How do you find businesses with active buying intent?
Ask them in a community they trust. Our polls covered laptop refresh cycles, team growth and infrastructure upgrades, and 85% of respondents with active intent became qualified leads.
Do in-person events work for B2B technology sales?
Yes, when they are small and targeted. Bangalore roundtables of 8 to 10 leaders converted 90% of attendees into qualified opportunities, and one conference day produced 50+ qualified leads.
What did Dell x Intel achieve through the community?
600+ qualified leads and $200,000+ in sales in 12 months, with a 40% shorter sales cycle. Dell x Intel secured a recurring annual partnership and uses the community as its primary lead source in India.
Conclusion
Dell x Intel used The Builders Club community polls, introductions, roundtables and a conference to reach Indian businesses ready to buy. The programme created 600+ qualified leads and $200,000+ in sales in 12 months.
Looking for buyers with active purchase intent? Join The Builders Club, our community of 35,000+ founders and CXOs, or read more success stories.
