Better Business Conversations

Success Stories

Strategic, Multi-Touch Campaign Drives
New Revenue for HP

In 2005, HP launched a new server product. As part of the launch strategy, HP required in-depth market intelligence about their potential customers. The objective was to generate more qualified leads and product sales. HP's challenge was that they were selling into a complex enterprise market which made it difficult to obtain in-depth market intelligence. HP's traditional marketing mix was not sufficient to gather the required information. Some of the information required included decision-making trees, pains, needs, and desires at an organizational and individual level. HP set a goal to identify sales opportunities for the new server product with a target ratio of lead value versus marketing spend of 60:1.

The Problem

  • A lack of market intelligence about the current install base.
  • Could not gauge revenue potential within the targeted accounts.
  • HP needed to drive awareness of the Adaptive Enterprise Strategy and consideration/preference for HP Servers (ISS and BCS) within a target market that included installed bases of competitive hardware.
  • HP needed to generate more demand and qualified leads for the Canadian sales centre for a 60:1 ROI ratio (lead value vs. spend).
  • The target market was a mixed audience that included technical decision makers as well as several business decision makers within each target organization.

The Solution

  • A strategic, multi-touch, and customized 1:1 business conversations campaign that leveraged outbound calls and various forms of electronic collateral such as white papers, proposals, case studies, and more.
  • A customized 1:1 campaign that promoted awareness of HP, preference for HP server products, profiled customer needs and decision making trees, and qualified sales opportunities.

The Result

  • 214 leads identified within 14 weeks. Average cost per lead - $358 CDN.
  • 60:1 ratio of lead value to marketing spend - goal was exceeded
  • Clearly identified enterprise level server sales for 6 months.
  • Identified market trend