In the ever-evolving world of sales outreach, personalization has become a key differentiator. To explore this further, I recently sat down with Nick Walker from Hewlett Packard Enterprise (HPE) to discuss how he’s using personalized microsites to drive engagement and boost results. Watch the interview here:
The Role at HPE: Generating Hot Leads and Building Connections
Nick Walker’s role at HPE is all about outreach. He’s the person responsible for generating hot leads and connecting with potential customers. His job is focused on the top of the sales funnel—prospecting, hunting, and finding new business opportunities every day. When Nick first started using OneMob, his main interest was in its analytics capabilities. Like many, he was looking for a way to enhance his email outreach by tracking engagement more effectively. However, his journey with OneMob soon evolved into something much more impactful.
The Birth of Personalized Microsites
Nick’s initial curiosity led him to experiment with OneMob’s features, particularly its ability to create microsites. These are personalized, small-scale websites designed for individual sales reps. With the help of a colleague, Nick began crafting templates and microsites tailored to each rep’s territory.
For instance, each rep in a specific region, like the Carolinas, now has a dedicated microsite. This site serves as a personalized hub where customers in that region can learn about events, explore resources, and connect directly with their HPE team.
This approach resonated deeply with customers. Instead of feeling like they were being sold to, they felt like they were given the chance to explore and buy on their own terms. It’s a shift from traditional outreach methods, where the customer is passively receiving information, to a more interactive and personalized experience.
Transforming Customer Interaction
The results of this approach have been phenomenal. Customers now have a direct avenue to connect with their HPE team, bypassing the often cumbersome process of navigating corporate websites or LinkedIn profiles. Nick also includes contacts for related areas—like networking and compute—on these microsites, ensuring that customers can find exactly what they need with just a click.
One of the biggest advantages of these personalized microsites is that they remain relevant and valuable to the customer long after the initial outreach. Even if Nick hasn’t reached out in months, customers can still visit their microsite, see updated content, and find information about upcoming events. This continuous engagement means that Nick can interact with customers less frequently while still maintaining a strong presence.
The Power of Personalization and Regular Updates
For those exploring OneMob, Nick’s advice is clear: focus on personalization. In a world where standard outreach techniques are common, doing something different is what gets you noticed. Whether it’s a unique approach in your messaging or the creation of a personalized microsite, this creativity is key to making a lasting impression.
Equally important is keeping these microsites updated. A customer who revisits a site only to find outdated information is unlikely to engage further. By regularly updating content and ensuring that the microsite reflects the latest offerings and events, you keep the engagement alive and relevant.
Maximizing Visibility
Nick also emphasizes the importance of visibility. He suggests placing links to these microsites everywhere—email signatures, LinkedIn profiles, and any other touchpoints where customers might interact with your brand. The more frequently they see it, the more likely they are to remember you and explore what you have to offer.
Final Thoughts: A Transformative Approach to Sales Outreach
Nick Walker’s use of personalized microsites at HPE is a prime example of how innovation in outreach strategies can lead to impressive results. By creating a more personalized and interactive experience for customers, Nick has been able to not only improve engagement but also significantly boost the effectiveness of his outreach efforts.
For companies looking to enhance their sales strategies, the takeaway is clear: embrace personalization, keep content fresh, and make it easy for customers to connect with you. As Nick’s experience shows, these elements can transform your approach and drive meaningful results. Get a free OneMob account and share your first microsite today at https://onemob.com/.
