Overview
Dell Technologies sought a way to empower thousands of global channel partners with consistent, scalable, and personalized demand generation. With Structured’s AI-driven through-channel marketing automation (TCMA) platform, Dell rapidly deployed campaigns across its ecosystem, enabling partners to launch campaigns in minutes, personalize content, and localize in 133 languages.
Challenge
With a vast partner ecosystem, Dell needed a solution that could:
01
Simplify demand generation for thousands of partners worldwide
02
Personalize campaigns at scale across industries and regions
03
Provide measurable impact and insights into partner needs
04
Reduce reliance on external agencies for campaign creation
Dell’s existing TCMA platform lacked the AI capabilities and ease-of-use required to drive adoption and deliver consistent results across such a large global network.
Within the first month, we already had over 1,200 partners log into the system, get set up, and start using it straight away, which is uncommon when you’ve deployed a new tool to a channel ecosystem.“
Solution
Dell selected Structured, an AI-driven partner marketing automation platform designed to scale demand generation across complex ecosystems.
Key features leveraged include:
Smart Journeys:
Guided campaign setup that walks partners step-by-step
AI-powered personalization:
Partners can tailor content to verticals and segments in minutes, in any language
AssistantAI & EditAI:
AI tools that transform Dell’s backend data into claims and differentiated partner messaging
Global reach:
Built-in localization for campaigns across 133 languages
Analytics:
Real-time partner feedback on content requests and campaign performance
Results
Rapid adoption:
Over 1,200 partners onboarded within the first month of launch, an unusually fast uptake for a new platform
Ease of use:
Minimal training required thanks to intuitive drag-and-drop functionality
Global scalability:
Partners seamlessly localized campaigns in 133 languages
Cost efficiency:
Partners reduced spend on external agencies by accessing content and campaign templates directly
Actionable insights:
Dell gained real-time visibility into partner content needs, helping guide marketing investments
The personalization aspect is what really sets it apart. Our partners can customize content in a way that differentiates them in the marketplace. Structured is truly utilizing AI to help us go to market and scale our demand generation campaigns.“
Implementation
Deployment completed in 6–8 weeks with only three part-time team members involved
Simple single sign-on integration and reporting setup
Ongoing partner marketing ensures consistent adoption and engagement
My favorite component, which is not something that we had really known about, is the fact that we get to see what our partners are asking for. They can directly ask the system for specific information they need, and we receive that data.“
ROI & Impact
Lower marketing costs
by reducing dependency on agencies
Increased partner speed-to-market
with ready-to-use campaigns
Stronger partner engagement
through personalization and real-time feedback loops
Global consistency
while enabling local market relevance
Why Structured
After evaluating alternatives, Dell chose Structured for its unmatched AI-driven personalization and scalability. The result: a global partner ecosystem empowered to launch more effective campaigns faster, with measurable business impact.
Overall, I would give Structured a ten out of ten.“
