Hewlett Packard Enterprise – Boundaryless Blockchain
Elevating thought leadership with branded content that unlocks blockchain opportunities for financial services.
Hewlett Packard Enterprise (HPE) is an industry-leading information technology company that enables customers to go further, faster. From the cloud to the data center to workplace applications, HPE’s technology and services help customers around the world make their IT more efficient, more productive and more secure. Transiris was selected to develop HPE’s Blockchain content strategy and communication plan.
HPE’s challenge was the opposite of what most B2B brands face: they had a wealth of top-of-the-funnel, issues-oriented content to engage businesses interested in blockchain technologies – but they lacked substantive, bottom-funnel content and were being outflanked by competitors.
Our objective was to develop a full-funnel content strategy to support HPE’s blockchain solutions that would utilize the right mix and cadence of content to identify audiences beyond the awareness stage in the financial services sector.
The “Boundaryless Blockchain” content series took a practical and prescriptive approach to help blockchain owners break through boundaries by identifying common constraints and how to prevent or resolve them. The program comprised a comprehensive library of 47 new content assets, including:
- White papers/eBooks
- Blog posts
- Technical papers
- Influencer roundtable events at Mobile World Congress and the Blockchain Innovation Conference
- An exclusive media summit held at HPE’s new lab in Palo Alto
The campaign placed HPE at the pinnacle of thought leadership and made it the premium brand in the space – accelerating lead velocity and translating sales opportunities to closed business.