A personalised sales programme for HP
Brief debrief
In early 2020 the big trade shows were cancelled, and HP had to find a new way to sell its industrial printers. Our answer was Possibility City, an online platform to replace the meetings HP would have had in person. It had to serve both marketing and sales: a virtual showroom that brought in good leads, plus the data sales reps needed to close them.
Results
- 100% of users found the data sheets they needed
- 84% demo sign-up success rate
A showroom for marketing
A standard online catalogue wasn’t going to win over business buyers who could no longer see the machines in person. For marketing, Possibility City became a place to explore detailed interactive 3D models of huge industrial presses: buyers could spin the machines and zoom in on the details. We also built live webinar spaces for the big keynotes, so HP could keep telling its product story and reach new buyers at scale.
Leads for the sales team
Sales needed something else: qualified prospects, and information about them. I helped design a journey led by a virtual assistant that tracked what visitors did and recommended content to match. When a prospect looked at specific technical specs or asked for print samples, the system scored them as a lead. Once a lead was ready, the platform passed them straight to the right sales rep for a one-on-one demo.
One view for marketing and sales
Marketing and sales both needed to see the whole customer journey. We wireframed and prototyped a marketing dashboard connected to HP’s CRM systems, giving HP teams behaviour data and clear user segments. With both departments looking at the same data, the platform kept being tested and improved. After rounds of usability testing and redesigns, every user could find the data sheets they needed, and the demo sign-up success rate rose to 84%.
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Transcript
HP Possibility City was built because of COVID. Because how do you sell an industrial printer when you cannot fly out to meet your buyer, or when your buyers cannot visit you at a trade convention?
This was a tool that sat somewhere between marketing and sales. It presented these printers in all their different facets and let you explore them, and at the same time gave the sales reps the possibility to push specific documents to you that were of particular interest to your business, your industry or your market.
That made the tool quite personalised, because you don’t sell these printers to thousands of buyers. It’s just a handful worldwide, so it becomes quite a specific job. That’s what Possibility City was created to do.