Built HP's B2B community across SMB and Enterprise — +150% LinkedIn engagement.

The challenge

HP's B2B story was scattered. Strong product capability across Indigo digital printing, PageWide industrial systems, and 3D print ecosystems — but the marketing landed in disconnected silos (social one place, events another, content elsewhere). The B2B audience — graphic artists, designers, industrial 3D print enthusiasts — was hearing many different versions of HP, not one.

The challenge: build a cohesive global B2B marketing motion that spoke as a single brand to a sophisticated technical community, and grow real engagement (not just impressions).

The work

I led HP's global B2B marketing strategy and full-funnel initiatives across SMB and Enterprise — packaging the right disciplines into one operating system:

• Aligned business + brand narratives. Made sure the product positioning the sales team needed and the brand story the community wanted to share said the same thing. No more divergence between marketing and sales motion.
• Cohesive content across the funnel. Social, email, field marketing / events, short films, tech and creative influencers, and global campaigns — all running on a shared editorial backbone instead of independent calendars.
• B2B community building. Treated graphic artists, designers, and industrial / 3D-print enthusiasts as a community to be served, not a database to be marketed to. Thought leadership
  • uplifting and inspiring content earned organic engagement the funnel had been struggling to manufacture.

The outcome

LinkedIn engagement grew +150% as the B2B narrative consolidated. The community of designers, artists, and 3D print enthusiasts treated HP as a partner in their work rather than a vendor in their inbox. Sales had a story they could ride and the brand had a community it could compound.

The lesson — B2B marketing for technical audiences works best when it stops looking like B2B marketing.