HP Inc. Breathing Life into Cold, Dead, and Hostile Accounts

  • Author(s) Julie Schwartz
  • Published September 10, 2019
  • Category Engagement & Advocacy
  • Type Member Research
  • Pages
  • .PDF Format

As a new entity in 2015 when Hewlett Packard split into two separate organizations, HP Inc. capitalized on the need for revenue growth of its personal systems, printers, and related services business by aligning its sales and marketing teams in a strategic account-based marketing program to win significant business from notoriously elusive and previously unresponsive “cold, dead, and hostile” accounts.

This Case Study explores how HP Inc. reinvented its sales and marketing teams by aligning on an account-based marketing (ABM) program that helped the company win business from accounts that had caused only frustration in the past and never seemed winnable. The program marked the first time that HP’s Personal Systems group had used ABM.


This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
Add to cart
Become a member and gain access to all our tools and resources!

Want to gain free access to all our tools and resources?

Become a member and get access to the latest insight from ITSMA.



Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership