This Time It’s Personal

B2B marketing is a different game. Unlike B2C, where you’re often selling to a single decision-maker, B2B involves navigating a buying committee with varied roles, priorities, and politics. And the stakes are high: buying decisions often involve major investments, with reputational risk for those at the table.

Today’s buying committees are growing in size and shifting in demographic. On average, 25 people are involved in a tech purchasing decision, and 71% of them are under the age of 45. This younger generation brings new expectations for digital-first, personalized experiences.

HP recognized the shift. They launched a pilot program designed to engage a priority group of enterprise customers in a new way that delivered tailored content, built buyer confidence, and empowered sellers to follow up with precision.

We started with the buyer. Research told us that 81% of B2B buyers prefer digital interactions over in-person meetings, and 63% dismiss content that isn’t tailored to their industry, role, or needs.

Our solution was a Micro App: a personalized, interactive content hub designed for each target account. It opened with a personalized greeting and delivered content tailored to each customer’s business scenario, allowing users to choose their own path based on priorities like security, manageability, or productivity.

Instead of leading with HP solutions, the Micro App offered a conversation framework to help customers explore their hybrid work needs. Intent data on topics like Windows 10 end-of-support and Mac-switching intent was fed directly to the sales team, helping them prioritize outreach based on real-time buying signals.

HP sellers were equipped with ready-to-send Micro Apps, pre-written email outreach, and follow-up templates. A shared analytics dashboard provided insight into which accounts were most engaged and which topics were landing, giving sellers unprecedented visibility into how their customers were engaging.

The Micro App campaign achieved full engagement across the priority account group, giving HP and its sales team deep insight into buyer priorities.

While most digital touchpoints hold attention for under a minute, the average time spent in the Micro App was over three minutes, with some users spending up to 17 minutes. This exceeded even the top end of industry benchmarks.

For the first time, HP sales could see exactly what content customers were engaging with. They used this data to tailor follow-ups around hot-button issues, improving relevance and deal velocity.

The success of the campaign proved what’s possible when marketing and sales operate in sync, and when personalization is built into every stage of the customer experience.