HPE has introduced a number of innovative technology products and platforms to the market recently. While these products offer a number of benefits, the company needed to educate their employees, their customers, and the industry in general on how the offerings work and how they were different than other options on the market.

But while marketing resources were available to create awareness of the offerings and sales resources focused on closing the sale, a lack of material was available to support the consideration phase of the customer journey. Many of these new product offerings required a different sales process than the traditional hardware purchases, and their conventional sales and marketing approaches were not consistently delivering the expected results. HPE needed a better understanding of how the sales process for these new products is unique and help identify new strategies and tools for these different customer journeys.

But while marketing resources were available to create awareness of the offerings and sales resources focused on closing the sale, a lack of material was available to support the consideration phase of the customer journey. Many of these new product offerings required a different sales process than the traditional hardware purchases, and their conventional sales and marketing approaches were not consistently delivering the expected results. HPE needed a better understanding of how the sales process for these new products is unique and help identify new strategies and tools for these different customer journeys.

Using an optimal mix of internal and external resources, our strategy team conducted extensive discovery meetings with key client stakeholders to uncover areas where sales and marketing activities were out of alignment. We also audited the company’s existing marketing content, compared it to the needs of customers at each stage of the decision-making process, and made recommendations for new content to fill in any gaps.

We delivered a host of key insights and process opportunities, identified several content gaps, and prioritized each according to its importance in the buyer journey and against existing available content. Finally, what we learned across these engagements has helped us build a customer engagement toolkit, better equipping us to serve HPE’s ongoing marketing needs.

the graphic diagram showing how customers move through a sales funnel