HP

CHALLENGE

One of HP’s unique strengths is their extensive community of partners across Australia who are highly focused on supporting mid-market and SMB segments.

HP wanted to improve the way they engage and empower their partner network by better understanding and answering their needs around marketing support that could accelerate growth for partners, their customers and the HP brand.

STRATEGIC SOLUTION

I started by designing a survey asking HP partners to share their opinions of where the relationship was at with HP, and how HP could better support them with their marketing to drive growth.

Taking their feedback on board I designed a strategic program that focused on supporting SMBs with their shift to hybrid work following COVID, that incorporated 3 specific areas of interest. It led with a positive insight uncovered during the strategic process which was that history has shown that in times of crisis, SMBs bounce back quicker and higher than other segments due to their agility and ability to quickly invest in technologies that enable them to recover – leading to the campaign theme ‘This is your time.’

This positive sentiment resonated with HP, partners and most importantly customers as they worked to recover from the shock of COVID.

I also recommended they build a relationship with a small business association to have an authentic presence in market – and this proved to be very successful.

OUTCOME

With a short window to Christmas this strategy delivered significant marketing qualified leads and 25% requested a remote workplace assessment from an HP partner.

This initial success has led to a full annual program focused on generating SMB leads for HP partners and has also attracted broader support and investment across different HP business segments.