HP Case study

HP for SMB

“Incredible event platform delivered by Consenna.”

HP

Paolo Dal Santo
HP

Customer Challenge

The target market segment for this project was small and medium sized UK businesses through a large breadth of resellers.

HP did not have a strong direct relationship with these customers and their SMB proposition was very much product and price driven. The aim was to broaden market reach by leveraging partner relationships and gather data to gain better market insights.

Solution

The first step was to gather relevant content to support the development of value propositions. In turn these would strengthen value-based engagement leading to effective call to action conversion. We set up a quarterly market research process built on a series of SMB specific themes. This was done by leveraging news communities and SMB focused organisations in the UK, such as the Federation of Small Businesses, Chambers of Commerce in different areas of Scotland, England and Wales. The research was combined with HP specific data sources on shopper trends and sales information.

The combined information was used to create a unique map of products that were available to buy and relevant to the SMB market, backed up by a clear call to action.

To execute this solution, we used the Consenna Catalyst marketing automation platform. Resellers were on boarded to the programme and added their target customer data into a protected and compliant GDPR area. Personalised and highly targeted email campaigns could then generate and nurture sales leads.

The Result

Within the first 6 months, 56 resellers had been on-boarded to the programme and 500,000 EDMs have been sent across 8 campaigns leading to a sell through of over 5000 units.

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