Hewlett Packard Enterprise had just split from HP Inc and though it had a new look and tag (Accelerating Next), it had a complicated mess of content with no proper distribution system or even point of view for the industry to hear from them. We came up with a thought leadership platform that not only gave them a voice, it reorganized 30,000 pieces of content into a home called Enterprise.nxt.

Results

The site successfully drove highly engaged audiences to HPE.com, indexing above other internal programs for “Propensity To Buy” – a key benchmark used to determine reader quality.

The Enterprise.nxt email newsletter has over 700,000 subscribers and boasts an open rate of over 30%, far surpassing average industry open rates of 18-21% and drives approximately 8% of all Enterprise.nxt traffic. Readers coming to Enterprise.nxt via the newsletter spend the most amount of time with content when compared to other readers: Average read time is 2:45 minutes, compared to 5:30 minutes via newsletter.

Enterprise.nxt’s partnership with industry newsletters consistently outperform CTR benchmarks by 2-3x compared to other B2B organizations. In 2020, we drove approximately 60,000 qualified new readers to Enterprise.nxt via these partnerships and drove direct “warm” leads resulting in immediate business opportunities.

The native advertising program has been critical in driving off-site engagement and exposing millions of targeted readers to Enterprise.nxt content. Native placements have become 7.8x more powerful than traditional tactics, and native social placements have averaged an engagement rate of 2.5% versus industry benchmark of .34%. Readers spent 3:17 minutes with Enterprise.nxt content, 4x the industry provided benchmark. This program has grown beyond the original vision and become the foundation for HPE’s agile marketing mindset.