When you're one of the biggest technology companies in the world, your biggest challenge isn't getting customers to purchase existing products; it's finding out what will be the next big thing on their list, said May Petry, VP-digital marketing for HP Software. Petry and her team are trying to do just that through an initiative called Enterprise 2020, a website and platform that are used to engage with customers about the future. Launched in June 2012, enterprise2020.com is a "social, organic, living, breathing project" that is designed to help define what companies and employees need to do to prepare their organizations for the future and what specifically HP can do to help them along that path, Petry said. "It really takes the conversation from just a transaction to more of an ongoing conversation and having multiple considerations with our customers," she said. Enterprise 2020 provides a multidimensional journey for HP's customers and prospects that funnels them into a demand-generation and nurturing path, Petry said. The site is broken into five major elements—an overview, an e-book, community discussions, a blog and a resource center. It relies heavily on interaction, and the feedback helps shape not only HP's development process but also the content of the site itself. For instance, one of its original e-book chapters was replaced by a subject proposed by site visitors. "We've had more than half a million views," Petry said. "We've had a quarter-million downloads of the ebook, and we've touched tens of millions of dollars of revenue."