CHALLENGE: Hewlett-Packard Co. faced the challenge of connecting with business and IT customers on multiple fronts. “In reaching the enterprise, you have to connect to multiple segments,” said Scott Anderson, director of enterprise brand communications at HP. “CIOs, business executives and department heads are all struggling with the issue of aligning business and technology to capitalize on change. Our customers are dealing with that, and we want to help them and support them, and give them the resources they need.”
HP also realized that its customers are evolving in the ways in which they consume information. “They’re still going to business publications and they’re still watching CNN, but more and more they’re going online,” Anderson said. “We wanted to launch a program that could connect with the issues that are important to them, and integrate it across various communications platforms.”
SOLUTION: HP created a webisode series called “Change Artists,” featuring conversations between CEOs and CIOs, broadcast live on hp.com/changeartists. The executives discuss the key issues facing them while aligning business and technology to produce change in their organizations. To produce the series, HP created a multidisciplinary team including its ad agency Goodby, Silverstein & Partners, Turner Broadcasting System, IDG, ZenithOptimedia and various HP organizations. It also had to create a lead management process in various regions of the world to handle leads that would come in through the program, and pass them off to the sales organization.
The first webisode, launched on May 9, featured FedEx CEO Frederick Smith and CIO Robert Carter. Since then, HP has launched a webisode every other month, featuring top executives from Reuters, McKesson and Nestlé. Users can watch the webisodes live and are given an opportunity to ask questions during the episodes. The webisodes are also available on demand on hp.com/changeartists, where HP provides information related to the topics, including white papers, news stories, case studies and podcasts.
RESULTS: So far, hundreds of thousands of visitors have watched the webisodes, resulting in thousands of qualified sales leads, Anderson said. “When people register, we know who they are,” he said. In addition to driving demand, HP also wanted to raise perceptions about the company as a solutions provider. “We do surveys, and they are telling us we’re getting to the right customers,” Anderson said. “They are telling us that we are changing perceptions of HP as a solutions provider.”