B2B CASE STUDY | HP Inc.
Messaging, web + packaging copy, sales tools, marketing collateral
Building HP’s business print story from the ground up
The challenge
IT and business decision makers don’t spend a ton of time thinking about printing. Research, brand comparisons, and buying decisions happen quickly, whether a customer is shopping online or walking down a retail aisle.
While specs like print speeds and paper size are important, standing out from competitors means showing customers not only what they’re getting, but why it matters.
Approach
As a Worldwide Messaging Strategist for HP’s global marketing team, I led end-to-end messaging development and copy creation for commercial print hardware, software, and services. That meant working closely with product managers, regional marketing leaders, technology experts, and legal reviewers—first to sort out HP’s business print story, then to tell it well.
After sifting through background materials and audience personas, I worked with product experts to translate tech features into clear benefits that would matter most to each audience. I built out messaging frameworks at the brand and product level, then led discussions with regional marketers to elevate key themes and prioritize the most relevant proof points. Approved messaging in hand, I then wrote (and directed external agencies to write) clear, easily translatable copy for global use.
Results
Internal guidance and external collateral that gives human meaning to technical specs—allowing an audience to quickly see why HP is the right choice for their business. Clear messaging led to clean copy, allowing HP to consistently put its best foot forward, no matter what conversation they’re stepping into.
DELIVERABLES
Copy for product landing page and walkaround video
Copy for brochures, solution briefs, sales tools, training, and every other type of B2B marketing you can imagine (samples below)
Internal messaging frameworks for launch windows, products, solutions, and services
