Data center News

CRN Exclusive: IGEL North America CEO Ayres On Beating HP And Dell, Digital Marketing And A 'Breakthrough' Tesla Giveaway

Alec Shirkey

Changing The Marketing Game

A little more than one year since becoming president and CEO for IGEL North America, Jed Ayres – a 20-year marketing veteran who also serves as global CMO for the Bremen, Germany-based vendor – is rewriting the script when it comes to IGEL's place in the US market.

Under Ayres, IGEL has begun centering its efforts around an innovative software-defined thin-client solution that can be easily managed from a single control point. Via converter software or an award-winning thumb drive known as the UD Pocket, customers can boot to IGEL's Linux-based operating system and potentially save millions in hardware-replacement costs.

With Ayres leading the software charge, IGEL's US software sales were up 95 percent in 2016 and a whopping 522 percent in the first quarter of 2017.

In support of its bold software and thin-client push, IGEL has relied upon an aggressive marketing strategy that has utilized digital marketing tactics, strategic hires and an inventive Tesla giveaway promotional campaign designed to generate more leads and significantly boost brand exposure as the company tells its story.

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