Case Study: Hewlett Packard Enterprise achieves always-on influencer engagement and amplified IT reach with Onalytica

Hewlett Packard Enterprise - Customer Case Study

Hewlett Packard Enterprise’s Global Influencer Marketing Manager, Laura Mackey, needed to scale and modernize HPE’s influencer program to cover a broad B2B portfolio and stay current with the latest industry voices. Historically HPE engaged influencers only around two flagship events six months apart, making discovery and ongoing engagement difficult—so HPE partnered with Onalytica to help identify, track and connect with the right influencers for their niche IT audiences.

Onalytica supported HPE by surfacing and keeping up-to-date influencer profiles that enabled an always-on community and more bespoke event programs (HPE Discover tracks, “coffee talks,” video interviews), shifting engagement from a twice-yearly cadence to daily interaction. The program produced measurable results for HPE: improved reach, views and comments on influencer content, stronger share of voice, and direct business impact (notably an influencer learning about HPE GreenLake and recommending it to a customer that led to a purchase). Onalytica’s influencer discovery and relationship support helped HPE reach senior IT decision-makers more effectively and attribute influencer activity to tangible outcomes.

Hewlett Packard Enterprise

Laura Mackey

Global Influencer Marketing Manager