Subscription Overload

In the era of Everything-as-a-Service, businesses are inundated with cloud subscriptions. While these services drive innovation, they also introduce complexity, administrative sprawl, and rising costs.

HP recognized this as a moment to lead. They launched the HP Subscription Management Service – a new solution built to help companies streamline and optimize their cloud subscriptions across vendors.

The marketing goal was to launch this service with a high-performing demand generation program that could educate the market, drive qualified leads, and prove market fit fast.

We anchored our strategy in insight and precision. We analyzed software usage data from 8,000 HP customers, layered it with buying intent signals and third-party research from D&B, and built a priority list of 1,000 high-potential targets.

With the list locked, we activated a full-funnel campaign across search, YouTube, programmatic display, and content syndication. At the center was a gated whitepaper, built around licensed IDC insights, that framed subscription management as essential to hybrid work.

When prospects engaged, they were routed into a tailored nurture track with content mapped to their behaviors and interest level. Simultaneously, we equipped HP’s sales team with a guided call script to follow up on leads in real time, ensuring alignment from click to conversation.

The campaign exceeded expectations across every metric.

We surpassed our lead generation goal by 179%, demonstrating strong market demand from high-value accounts. Our email open rate hit 32%, more than double the industry average. And the click-through rate reached 21%, seven times the norm.