Tech Data Connects Vendors and Resellers With End-User System

Tech Data (News - Alert) Corporation, a distributor of technology products from IT hardware and software producers, has introduced a closed-loop, end-user lead-generation system unlike any other available in the IT channel. 

The company’s TDAgency marketing services team will work with leading hardware and software vendors to identify, qualify, distribute and manage end-user sales leads, assign leads to the right resellers and work with resellers step-by-step to convert those leads into sales. 

Each custom lead campaign will be managed through MyLeadTracker, the channel’s premier lead-generation portal.

“The first stage of MyLeadTracker was to mine Tech Data’s immense transaction history for actionable sales leads like software license and hardware warranty renewals,” Katie Dumala (News - Alert), vice president, marketing services, Tech Data, said. 

Dumala said that MyLeadTracker has already delivered more than a million sales leads to the customers. Now, TDAgency is further enhancing Tech Data’s lead-delivery capabilities by working with vendor partners to proactively identify end-user sales leads and directly pass them on to our reseller customers. 

“We’ve expanded MyLeadTracker to serve as the platform for this innovative closed-loop, end-user lead-generation system, which is the first of its kind in the channel,” Dumala said.

MyLeadTracker has been enhanced to address the three main challenges facing lead generation in the channel: qualifying leads, selecting the right resellers to pursue them and strengthening conversion rates.

TDAgency and participating vendors will leverage Tech Data’s leading market intelligence capabilities. 

According to officials, Tech Data will combine its extensive transaction history and data warehouse with vendor-generated and third-party sales leads to identify opportunities for IT solutions sales nationwide and develop custom marketing campaigns to pursue to them. 

Campaign objectives determine which resellers are best suited to act on each lead. Lead recipients will be based on several factors, including resellers’ geographic reach, technology specialties and vertical market expertise.

Leads will include all necessary information, including end-user name, point-of-contact information for the technology purchase decision maker and details from a recent conversation with the end user related to the solutions promoted through the campaign.

“Resellers will open MyLeadTracker to find specific and timely information they can use to call that end user already knowing exactly what technology solutions they are interested in purchasing,” Dumala said. 

“However, MyLeadTracker does not stop there. After we’ve identified the right resellers and qualified all the leads, TDAgency will work with each reseller to ensure they convert those leads into sales,” Dumala said. “We’re not just handing off leads. We’re helping vendors and resellers drive new sales every step of the way.”