Content Marketing for B2B Companies - Case Studies

Fuji Xerox Internal Use Only

Disclosed to : Protected until : Author : Prepared on :

All-FX January 10, 20XX Dept. & Name January 10, 20XX

Content for B2B Demand Generation #Content360SG - April 9, 2015

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Fuji Xerox: Brand Perception

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Managed Print Services

Software Solutions

Fuji Xerox: More than Photocopiers

Business Process Outsourcing Production Services




1. Increase awareness of the scope and variety of business

2. Drive engagement with the key decision makers and influencers

3. Support sales with qualified and interested leads

Three Goals for Fuji Xerox Content Strategy

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Increase Awareness

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Fuji Xerox IT Solutions- Doraemon Challenge: Japan

The Challenge:

Telephoto Megaphone

The Challenger:

Doraemon

The Team:

5 Innovative Companies

1. Gocco

2. SwitchScene

3. Yukai Engineering

4. Amauchi Co Ltd

5. Cross Effect

Video: Fourth-Dimensional Pocket Project

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Fuji Xerox IT Solutions- Doraemon Challenge

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https://www.youtube.com/watch?v=jgklkk6Jdko



All-FX January 10, 20XX Dept. & Name January 10, 20XX Events

DocuWorld: A leading conference on current business trends targeted at

influencers in specific industries in Singapore, Hong Kong, Thailand, Australia,

Indonesia, Malaysia, Philippines, Korea

Themes: •A CFO’s Journey to Digital

•360 Degrees of Green Office

•Embracing a New Work Style

•Innovating the Future

Presentations: •The Internet-of-Things Round-table with The Business Times

•Asian Economic Community trends on CSR for private sector

•Sustainable world of tomorrow by Hong Kong Information Technology

Federation

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Drive Engagement

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Decision Maker

Influencer

Initiator Buyer

User

Identifying the B2B Decision Making Process

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Who is Who in the Process?

Initiator

Identifies problem and suggests

consideration for solution.

IT, Marketing, Finance, HR, Sales

Decision Maker

Has the financial authority to make the

ultimate decision

CEO, CIO, CFO

Influencer

improves choice criteria on the decision

with more information

Senior member such as IT Manager,

Marketing Manager

Buyer

Conducts the transaction, makes the

payment and effects delivery

Procurement Manager, Finance Manager

Gatekeeper

Controls access to Decision Maker.

Executive Assistant, Secretary, PA

User

Ultimate user of the product/service.

End users in the company

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Case Study

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Chief Optimist Campaign: Xerox Corporation

The magazine is created in

collaboration with Forbes, for

senior executives who know that

positive attitudes in business

yield positive results.

It is designed to deliver insights

that lead to opportunities. The

magazine features:

•Original interviews

•In-depth articles

•Objective & expert reporting

Available in multiple formats

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Personalized Lead Nurturing

Custom versions created for specific industries

•*Commercial *Higher Education

•*Government *Health Care

Inaugural Edition

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Achieving Success with Goals

Getting Past the Admin Gatekeepers

The magazine opened doors and got past

the gatekeepers due to its perceived value

and relevancy for the decision maker

Assisting the Sales Team

Sales representatives report that sharing the

magazine with the prospect changes the

very nature of the first call conversation.

Instead of immediately diving into the details

of products and services, the prospect would

often start talking about the topics in the

magazine

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Nurturing Leads

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Campaign Evolution

The campaign evolved in

stages:

•Bi-weekly Emails

•Microsite

•Webinars

•Print Magazine

•Magazine App for Tablets,

Smartphone

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Results:

•70% of targeted companies

interacted with the Microsite

•300-400% increase in readership

over previous email campaigns

•20,000 new contacts added

•1,000+ scheduled appointments

generated

•$1.3 B in pipeline revenue

Campaign Results

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Known Mistakes to Avoid

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“B2B buyers and

influencers are

turned off by self-

serving, irrelevant,

over-hyped, and

overly technical

content.”

Over-hype

Source: Forrester Research 2014

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“B2B vendor

websites are

inadequate and

hard to

navigate”

Lack of Simplicity


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“The sites lack the depth,

objectivity and strategic

context that buyers are

seeking to inform and

lead them through

complex evaluation and

purchasing processes.”

Brochure Websites


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‘B2B Marketers rely on

poorly conceived

content that doesn’t

connect with customer

needs and concerns.”

Content for the Sake of Content


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“Content that comes with

too many requirements for

downloading is a major

turn-off.”

Take More Give Less


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Quality over Quantity

• Willingness to think differently

• Focus on the right targets and ensure internal buy-in

• Provide truly valuable content

• Customize, measure and refine

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Thank You!

@rupalishah

Xerox, Xerox and Design, as well as Fuji Xerox and Design are registered trademarks or trademarks of Xerox Corporation in Japan and/or other countries and are used under license.

Content Marketing for B2B Companies - Case Studies

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