Content Creation & Distribution

Stellar Assets & Contextual Delivery

A digital-focused content marketing campaign, driving demand for HPE's Gen10 server solutions.

TBT Marketing was tasked by HPE to deliver 200 qualified leads to support their Gen10 portfolio of servers.

Objectives

Drive demand from HPC End Customers, who had not upgraded their systems in the last 3 years or more.

Raise awareness and educate End Users about the benefits of the Gen10 portfolio of servers, specific to the High-Performance Computing (HPC) area.

Target audience

Multiple End Customers, across a variety of verticals and job functions

Geographic coverage

UK, France, Germany (US secondary)

The Solution

In response, we crafted an all-encompassing content marketing strategy to drive demand from the target group of HPC End Users, which engaged with HPC-specific Media Partners and internal social media platforms, with the objective of delivering 200 qualified leads.

The strategy was supported by the design and build of an HPC-specific Gen10 campaign microsite, which was further leveraged by a variety of unique HPC content marketing assets to educate End Users on the benefits of Gen10 within the HPC space.

A Suite Of Assets

We identified the key benefits and capabilities of the Gen10 servers captured into HPC-specific messaging.

Hosted on a customised Gen10 campaign microsite (designed & built by TBT).

Supported by a suite of dynamic digital display ads to drive traffic to the microsite (created by TBT).

Further complemented by a repository of organic social media posts (crafted by TBT).

Microsite content included a collection of business white papers (gated asset for lead capture).

Plus, a series of videos including an explainer and cut down edits as promotional assets.

Results & Outcomes

108%

Lead Delivery (216 MQLs)

4.4%

Click Through Rate

3.3%

User Sessions via Organic Social