We believe business is a force for good. It's the way to make progress. Realize vision. Build community. And drive a healthy economy. Any business is, in itself, a microcosm of passion, worry, victory, headache. It's human truths that inspire our approach to marketing business to buyers. We live in a new normal where traditional brand comes in second to conditional trust. We're here to help you find, craft and share your story—from brand to demand, to advocacy to your bottom line.
Their ChallengeWith Xerox's transition from a product-led to a services-led company, timing was perfect to change how they go to market—from messaging to the way they speak with customers. And as their sales team adopted the Challenger Sales Model, they needed to condition the market and support their teams through the complete sales cycle.
Our ApproachWe dubbed the marketing platform that emerged from this fresh approach, "Get Optimistic." The Get Optimistic campaign focuses on positive outcomes in an overwhelmingly negative business environment. Companies can succeed, and Xerox wants to be the partner to help them. The multi-channel campaign includes industry-specific iterations of dimensional direct mail including a Bonsai tree and Chief Optimist magazine, targeted email, live events and social media, and content microsites containing infographics and interactive tools.
- Open rates 3-4 times higher than previous campaigns
- 20,000 new contacts in 2012, with an additional 10,000 so far in 2013
- More than 1,200 appointments generated to date
- Nearly $1.4 billion added to the sales pipeline
- Marketing won the Beaker Award for innovation, the highest company-wide internal recognition