Industrial Strength Marketing: Breakthroughs across multiple sectors

HP: Industry Marketing

HP’s Manufacturing and Distribution Industries (MDI) sales and marketing team is responsible for the largest segment of HP’s enterprise customers. The MDI team needed help determining how to best differentiate and message HP offerings across all eight of its industry segments:

• Aerospace
• Automotive
• Consumer goods
• High tech & electronics
• Logistics & transportation
• Oil & gas
• Retail
• Utilities

Having prior experience with On The Mark, the HP MDI Marketing Director didn’t hesitate to bring us in. Over the course of several years, On The Mark became an established part of the MDI marketing team; and remained so even after the Marketing Director moved on to a new role. During our tenure with HP’s industry team, we helped sales, business development, and marketing with a variety of activities, including:

• Developing distinct market messaging for each industry
• Refreshing the messaging for all industries at least once over the course of several years
• Becoming the team’s go-to marketing resource for content and positioning guidance
• Creating a variety of sales tools ranging from white papers to brochures, presentations, sales guides, web copy, blogs, webinars, and executive speeches
• Preparing sales enablement activities (without requiring much input or time from HP subject matter experts because we became so well versed in the content)
• Ongoing market research to identify market trends that would drive innovation investments for different industries
• Working with product teams to map industry needs to product capabilities
• Partnering with business development representatives from each industry to craft account-specific positioning and sales engagement tools