HPE’s ‘Innovation Model’ became the digital journey for target organisations, offering a personalised experience and road map for each customer, based on their digital transformation maturity. It reflected their current position and changes in technology adoption and how best to move forward.
Each part of the Innovation Model focused on core areas of interest for the target accounts including customer experience, internal operations and technology solutions including multi- cloud, cyber security, analytics and data, mobile and workplace. Using a combination of deep industry knowledge and driving real intimacy with key prospects through digital and social account-based marketing activity, the innovation model proved to be a successful way to engage the sector and ignite new business opportunities.
Deployment of a successful multichannel one-to-many ABM campaign allowed for the delivery of a high-value concept, innovative messaging and comprehensive, thought-leadership based content program. Thought leadership reports on the Future of Banking were sent to some of the key stakeholders in the target accounts and personalised messages were used on HPE’s website to host the Innovation Model in an interactive design that allowed for social interaction, engagement, data capture and follow up. In the first 12 months of in-market activity the campaign generated £152m pipeline and £33m in revenue outperforming the original return on investment model.
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