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Establishing Thought Leadership in New Markets

140%

increase in website traffic

5,000

MQLs
New Marketing Qualified Leads

3,740

SQLs
New Sales Qualified Leads

The Challenge

Global print manufacturer Lexmark faced a significant perception gap. They needed to establish undeniable credibility and thought leadership as an innovator in entirely new and evolving markets, far removed from their traditional printer business. The conduit for this transformation was Lexmark Ventures, their unknown startup incubator, which repurposed printer technology into disruptive products across diverse sectors like haircare and edge computing. The challenge was immense: how to make an “old-school” brand daringly relevant in cutting-edge spaces?

The Bold Move

Our strategy was a bold departure from typical corporate branding. Instead of focusing solely on product features, we dared to personalize innovation. We identified the visionary engineers and brilliant thinkers within Lexmark Ventures – the actual minds behind these disruptive innovations – and built compelling narratives around them. We amplified their stories through blog posts, social media content, in-depth case studies, and whitepapers, strategically leveraging Lexmark’s already established media channels and existing Account-Based Marketing program.

This was about transforming Lexmark’s image by shining a spotlight on its human ingenuity, challenging the perception that innovation only comes from new, lean startups.

The Outsized Impact

The impact was a powerful testament to the rewards of daring to redefine a brand:

The Strategic Insight

The unexpected twist that made all the difference was our bold decision to elevate the individuals behind the innovations. By personalizing Lexmark Ventures’ game-changing work, we forged powerful connections with target customers in markets where Lexmark was previously considered anything but cutting-edge. This challenged entrenched industry norms and proved that authenticity and human-centric storytelling can unlock outsized rewards in brand perception, market position, and lead generation.

Mic Drop

Bold’s efforts not only enhanced visibility but positioned Lexmark Ventures as a thought leader in startup incubation, new technology, and solving complex problems.
– Jon Maron, Head of Marketing & Product, Lexmark Ventures

Our Work

Supercharging Demand Generation

5x
Increase in prospect engagement with Aviatrix content
2.5x MQLs
Increase in Marketing Qualified Leads (MQLs) year-over-year
3.5x SQLs
Increase in Sales Qualified Leads (SQLs) year-over-year
Supercharging Demand Generation

The Confidential Leak that was Neither Confidential nor Leaked

1000s
Of Views, Likes and Comments within Hours of the “Leak”
100s
“Fast Following” by Heavy-Weight Social Media Influencers of the Leaked Information
1000s
Hits Worldwide in Major News Outlets Across Tech, Fashion and Lifestyle Outlets
The Confidential Leak that was Neither Confidential nor Leaked

Establishing Thought Leadership in New Markets

140%
increase in website traffic
5,000 MQLs
New Marketing Qualified Leads
3,740 SQLs
New Sales Qualified Leads
Establishing Thought Leadership in New Markets

Fortune Favors The Bold