HP: ABM Compete Campaign

Winning Hearts & Minds with ABM

Leveraging deep intelligence and insights, we partnered with HP Indigo to make an emotional ABM appeal to once-loyal customers of a key competitor and generated many millions in opportunity value.

Opportunity

HP Indigo’s #1 competitor was in major transition. In an industry where partnerships are essential, thousands of loyal customers were uneasy and considering a change—HP saw an opportunity to capture market share.

We helped HP strike up conversations with these customers about their future with the right partner. Together, we created a swift and thorough compete campaign while building a framework for ABM initiatives.

Approach

Performed a 360-degree situational and competitive analysis, tapping into firmographic data and core psychographic and behavioral insights
Built a target account list with hundreds of verified competitive placements
Leveraged sales rep insights in close collaboration with marketing team
Developed a bold creative theme designed to stand out in a crowded space
Applied test-and-learn approach to evolve segmentation and targeting
Used multi-touch, omnichannel strategy and differentiated messaging to drive customers through the funnel and ultimately convert.

Results

This disruptive marketing initiative brought net new opportunities, aligned sales and marketing efforts, and enriched HP Indigo’s prospect database.

More than a single campaign, this engagement was built to be a repeatable model for future ABM efforts.

IN NUMBERS

$10M

Total opportunity value

34x

Return on ad spend

700

New accounts in pipeline

Winning Hearts & Minds with ABM

Opportunity

Approach

Results

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