ITxD

Overview

The IT by Design Club (ITxD) was created to provide a platform for CIOs of the FTSE350 to discuss edge and end-suer computing. the club has nearly 400 members across the UK and produces reports, video content, as well as hosting dinners in London four times a year. The Club is partnered exclusively with HP Inc.

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Who is HP?

HP (Hewlett-Packard) specialises in manufacturing software and computer devices. The brand has a major role in computer and laptop markets around the world.​

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The Challenge

The issue lies in how HP engaged with their audience, they also had issues accessing the right vendors. HP was spending less than 2% of their time with vendors (HBR). When HP separated from HPE, they lost their enterprise CIO contacts. The Head of PC Marketing approached Seraph to build a CIO community based on thought leadership. The community championed the case for investing in better technology for employees. This topic led directly to HP securing the largest-ever deal we’ve experienced at $104M. A target Global CTO decided to engage HP with their planned global refresh because he agreed with their point of view about giving employees the tools they needed. HP had no connection with this contact before they joined the club. Structure: quarterly theme with digital content (blogs, video, reports) and a regular dinner in London.

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The Strategy

The IT by Design Club demonstrated its ability to help HP gain time and build relationships with CIOs and their teams. At the same time, they wanted to reflect their focused approach within the club’s activities as well. The decided goal was to create deeper relationships with senior-level contacts within these accounts via a streamlined approach.

 

The strategy derived from this goal came in 3 parts; a Targeting strategy, a Content strategy and a Community strategy.

 

1. Targeting Strategy

Improve targeting of Strategic and Target Accounts by changing the Research and Outreach approach to go deeper into a more specific set of contacts.

Goal = minimum 50% representation from these accounts at the dinners.

1. Content Strategy

Improve engagement with Digital Content by creating higher quality, long-form content that will be the focus of continual promotion during each quarter.

Goal = 90 downloads/views per quarter for long reports and 27%+ membership engagement avg.

1. Community Strategy

Measure and track the community first, and events second; let it build momentum through referrals.

Goal = 30 new members/qtr.

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The Solution and Desirables

21k Linkedin impressions

111 Linkedin clicks

90 report views

30 new community members