B2B CASE STUDY
Making HP print security relevant to busy IT pros
The challenge
HP’s innovation is built on engineering smarts. But explaining what that innovation means to an intended audience sometimes came across as too technical, overly complicated, or just plain jargon. To help IT decision makers understand the role of cybersecurity in their print solutions, HP global marketing needed to clearly explain both what their print security features do and why IT leaders should pay attention.
Approach
I put myself in the shoes of an overstretched IT professinal with little time for — or interest in — wading through marketing speak. Leaning on audience insights and synthesizing interviews with technical experts, I prioritized messaging points and pushed for simple language to help busy IT pros not only recognize the value of cybersecurity at every last endpoint, but view HP as a credible leader.
Results
Copy that's laser-focused on audience benefits to meet IT pros where they are. Clear messaging and straightforward language equips regional marketers to pull copy directly from HP’s internal content system for global use on websites and in sales materials, brochures, technical briefs, training, and countless other marketing materials.
