HP launches subscription management to a list of 1,000 customers
A data-driven ABM launch built on licensed IDC insights, targeted media, nurture and a sales tele-script
Welcome to the era of Everything-as-a-Service
In a rapidly evolving tech landscape, companies face a deluge of as-a-service solutions that drive innovation and also lead to subscription overload and escalating expenses. HP saw the challenge as an opportunity and introduced the HP Subscription Management Service, then needed a launch campaign to secure market traction.
Creating a new category takes a lot of time and a lot of money. There was neither, and leads had to be generated quickly to get HP sales reps in front of the right customers. So instead of trying to boil the ocean, the work started by analysing software usage insights across 8,000 HP customers, then layering on buying intent data and D&B audience research to reach a targeted list of 1,000 customers to pursue.
A playbook built on data
Thought leadership gave the new solution the credibility it needed, and the data model powered a targeted media buy that maximised reach with the right audiences. Sales worked in lock step, calling down to qualified leads with a tele-script.
Needed credibility from licensed insights
Custom research was out of budget. IDC had just wrapped their Future of Work study, so those insights were licensed and turned into a white paper explaining the importance of subscription management within the hybrid workplace.
Targeted audience, diversified media mix
Programmatic display, search, YouTube, content syndication and publisher-direct buys carried the creative. Optimising media spend against the data targeting maximised reach and engaged the clients who needed the solution most.
A nurture that read behaviour
Contacts who downloaded the asset entered a dynamic email nurture delivering tailored and relevant content based on their behaviours and level of engagement. Leads passed to sales once they were ready to talk business.
Powering demand, protecting brand
Aligned with HP’s new brand style called VisID, the creative execution embraced its distinct colours and clean line breaks, making content easily consumable and visually engaging. That consistent visual identity strengthened HP’s brand recognition.
The formula went global
The email campaign doubled the industry average open rate and delivered a click-through rate seven times the benchmark. HP’s Global New Product Innovation Team adopted the formula.
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