Hewlett Packard Enterprise
My team helped this tech titan tell its story by tackling brand, product and channel marketing for market-leading infrastructure solutions such as cloud, composable and hyperconverged. Much of the work focused on taking established brand building blocks and telling new stories for digital engagement and nurture, experiential marketing, and sales enablement. We pushed the marketing tool envelope with web applications, tradeshow floor simulators, optimized landing pages, lead-gen campaigns and more.
Making Lead Generation Hyper-Relevant and Engaging
Cloud has led the race to infrastructure modernization. But with it came a realization that all-in on public cloud or private cloud wasn’t the answer … hybrid IT is. To help paint a clear picture of what an organization’s “right mix” of public cloud, private cloud, and traditional IT might be, we partnered with 451 Research to build a highly visual web application tool that maximized customer engagement and lead-gen.
451 Research conducted global research to produce a high-value analyst report, “The Transformative Impact of the Cloud,” and to act as the data set to power the web app that we designed and developed. Upon completing a quick questionnaire, respondents got real-time, custom results that benchmarked their current and planned use of private, public and legacy infrastructure against global, regional and industry comparisons. And they received the 451 Research report as a bonus.
HPE debuted the Right Mix web app at Discover London 2015. It then lived on the web for 18 months as a highly effective lead-gen tool that gave HPE’s sales team a custom view of a prospect’s infrastructure build-out plans. Translated into eight languages and used for on-going email, display and social media campaigns. In a short amount of time, nearly 800 leads were generated, with an average in-app conversion rate of 17.93%.
Synergy Launch
There’s just a small window of time to be “the only.” For HPE Synergy, the world’s first composable infrastructure, we fashioned hard-hitting messaging, then ran to market with a multi-phase global digital, paid social and lead-gen campaign.
Complex Products, Simple Solutions
A constant dynamic in marketing enteprise technology products is introducing new solutions to richly involved technical dilemmas—putting prospective customers and sales teams jumping from learning curve to learning curve. To flatten those curves and shorten the time to revenue, we developed an infographic system to accompany suites of HPE’s cloud products.
Product Campaigns
Our team worked on a number of successful product launches, supported with display ad campaigns, email nuture sequences and web experiences—complemented with popular ephemra as giveaways at events.