Driving High-Value Leads with a Targeted ABM Approach.

17% increase in sales qualified leads

THE CHALLENGE

As HPE sought to generate more sales qualified leads, the team was in the early stages of adopting Account-Based Marketing (ABM) as a core strategy. The challenge was to identify and engage high-value accounts across key industries—Healthcare, Manufacturing, and Education—while ensuring content and outreach efforts were tailored to decision-makers at different stages of the sales funnel.

THE STRATEGY

To drive meaningful engagement and conversion, HPE Enterprise needed a structured ABM approach that combined precise audience targeting with compelling, industry-specific content:

1. Strategic Account Selection: Identified high-value accounts based on industry, company size, and sales funnel position, ensuring outreach efforts targeted organizations like RMIT, Lupin, and Chase with the highest potential for conversion.

2. Data-Driven Persona Development: Leveraged customer data and market research to build detailed personas, enabling personalized messaging and tailored content for different decision-making roles within each target organization.

3. Targeted Content & Channel Optimization: Designed and executed a multi-channel campaign strategy to engage C-suite executives and senior management. Thought leadership pieces—delivered through webinars, email marketing, LinkedIn messaging ads, and landing pages—provided valuable insights while ensuring outreach efforts were optimized for maximum engagement and conversion.

THE RESULTS