HP built a personalized Micro App for 50 enterprise accounts
An interactive experience tailored to each customer, with intent data and engagement analytics for sales
The buying committee got bigger and younger
In B2C, you win over one head of household. In B2B, you win over an entire buying committee, and for technology purchases it now averages 25 people. It is getting younger too, with 71% of business buyers under 45. HP approved an innovation pilot to engage 50 accounts.
81% of B2B buyers favour digital interactions over face to face, and 63% disregard content that is not personalized to their interests, needs, industry or role. Buyers were also focused on evolving the workplace for a more permanent hybrid work scenario. Meanwhile, marketing was still sending PDFs and PowerPoints without ever knowing whether they had been opened. HP’s sales team asked for a new approach, one that would break through the noise and set up strategic discussions about the future of work.
A Micro App per account
A Micro App turns a high volume of content into an interactive, digestible format. This one was tailored for each of the 50 enterprise accounts, calling the customer by name and prioritizing content around their scenario. It led with insights and a framework to facilitate internal conversations about hybrid work success.
White glove for HP sellers
Sellers got ready-to-go Micro Apps, personalized to their customers, along with email outreach and follow-up templates based on where the customer sat in their buying journey, so HP sales teams could take action easily.
Choose your own adventure navigation
For customers, the Micro App featured a clean, modern design with intuitive navigation, set up so they could choose their own adventure based on their priorities. With their name on it, the experience generated positive feedback.
Intent data fed back to sales
Intent data ran across the 50 accounts. Topics included Windows 10 end of support and device refreshes, along with accounts that might switch to a competitor. Sales used it to prioritize by readiness and interest.
A dashboard behind the curtain
The campaign offered deep analytics on Micro App activity. Sales had a dashboard showing how engaged each customer was and which content they spent the most time reviewing, which informed a more targeted follow-up.
Operating in sync
It marked the first time sales knew whether customers had opened their materials, and it demonstrated what is possible when sales and marketing work as one.
Related work
The video that talks back
HP’s first interactive video, greeting viewers by name and recommending devices based on their scenarios.
Migrate to innovate
A practical guide that showed MSPs three paths to move their customers to the cloud.
Eyes on the road
An e-book and real dash cam footage that took AI-powered fleet safety to fleet-heavy industries.