HP ABX Incrementality Pilot

Inside HP, the question was straightforward and high stakes: can marketing deliver measurable commercial impact that holds up under scrutiny?

At the same time, HP’s enterprise portfolio had expanded beyond PCs into meeting room solutions, managed IT, and services. Many buyers had yet to fully recognize that evolution, limiting cross-sell opportunity.

With refresh cycles accelerating, AI PCs entering the mainstream, and Windows 10 end-of-support approaching, HP saw an opportunity to both quantify marketing’s impact and strengthen its broader enterprise story.

We built the program around a controlled ABX experiment designed to stand up to internal review.

First, we established balanced test and control groups and partnered with a third-party consultant to reinforce methodological rigor. Account selection accounted for the variables that commercial teams would challenge, including industry, account size, buying stage, and engagement history.

Next, we worked with HP’s data science team to define three segments based on purchase history and behavioral signals: buyers nearing refresh, hybrid work modernization leaders, and IT teams focused on efficiency and cost optimization.

Each segment received a tailored journey that addressed their priorities while consistently connecting back to HP’s broader portfolio across personal systems, Poly, and services. Journeys included a lead magnet, a dynamic email stream, landing experiences, and coordinated sales plays to support consistent follow-up.

Finally, we scaled content delivery through AI-powered upcycling. We audited HP’s existing library, trained an AI model on HP’s editorial standards and audience insights, and refreshed 20 assets in under two weeks by updating narratives, sharpening calls to action, and tailoring by segment. A cohesive visual system ensured every touchpoint felt unified across channels, supported by buying-committee targeting at the account level.

The pilot delivered a measurable lift versus control across key commercial indicators.

Pipeline grew 18.9% in the test group compared with 1.3% in control. Average deal size increased by more than 24.4%, while control declined by 8.2%, resulting in a 398% incremental lift. Dormant account reactivation reached 60.7%, doubling the benchmark.

Operationally, the AI upcycling model reduced production timelines by 3x, enabling faster personalization at scale. Following the program’s success, HP began co-developing a proprietary content engine to refresh aging assets and tailor messaging by vertical and buying role.