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HP: ABM Compete Campaign background

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