Turning Thought Leaders into Influencers for HPE Services

How Tendo helped HPE Services grow its business by showcasing a primary asset: the thought leadership of its consultants.

CHALLENGES

Lack of brand awareness around HPE Services’ evolving support offerings
Missed opportunities to harness HPE consultants’ thought leadership
Limited time and know-how to develop an effective influencer marketing strategy

RESULTS

Thought leadership skills and assets
Increased name recognition and follower counts
Quarterly report to monitor performance

TENDO SERVICES PROVIDED

Influencer training and social media support for HPE consultants
Thought leadership topic and content creation
Growth metrics analysis, measurement, and reporting

About HPE Services

HPE Services offer global IT strategy and information technology support from edge to cloud.

HPE Services is built to help businesses unlock the value of data from edge to cloud. As customer needs evolved, so did the support that HPE Services was offering. To build awareness around these changes—and thereby grow its business, HPE Services needed a way to leverage the broad thought leadership of its consultants.

HPE

Spring, TX

Information technology

62,000 employees

The Challenge

To build revenue and market share, HPE Services needed to increase awareness and visibility among prospective and existing customers.

The executives and consultants leading HPE Services possessed vast industry knowledge and unique insights that, if shared, would demonstrate the breadth, relevance, and unique value of their capabilities and services.

Though HPE Services leaders and consultants had extensive networks of contacts in their field, they lacked a robust digital footprint. While experts in their fields, these individuals had limited time and the know-how needed to develop their digital profiles in a way that could aid in growing the business.

The Solution

Tendo developed an influencer marketing program to showcase the thought leadership of HPE services executives while generating visibility for the business.

Tendo developed strategy and provided ongoing execution support for a program that showcased HPE Services consultants as the thought leaders they already were. This involved developing process, and content strategy and execution support to create and distribute quality content to build credibility while gaining visibility for HPE Services capabilities.

Tendo conducted interviews with key consultants, developed a calendar of relevant topics, and ghost-wrote blog articles on their behalf, tailored to their areas of expertise. We also created custom programs to coach each consultant through the skills needed to grow their X and LinkedIn audiences and profiles.

Our support packages and training helped boost HPE Services consultants’ presence at industry events and via social media. This led to an increase in attendance at consultant-led sessions and helped our influencers increase direct engagement with prospects.

Tendo also developed and managed quarterly reports to measure and analyze the impact of each consultant’s reach via social channels. We provided individualized training s that helped empower these executives to better manage their own profiles.

The Results

By both quantitative and qualitative measurements, the HPE Services influencer program was a strong success. Tendo increased consultants’ name recognition within their industry and grew follower counts by double-digit percentages. In one case, a consultant met new contacts at an event who already knew him from his online profile.

Additionally, HPE executives learned via Tendo coaching how to better demonstrate the value of their expertise and independently started posting and engaging with online contacts.