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:
- 140% increase in website traffic to Lexmark Ventures, indicating massive new interest and engagement with their innovative work. This directly contributed to enhanced attention and brand visibility.
- 5,000 new Marketing Qualified Leads (MQLs), signaling a significant expansion of their interested prospect base.
- 3,740 new Sales Qualified Leads (SQLs), demonstrating a substantial pipeline of potential new business opportunities, paving the way for increased sales and market share in these nascent sectors. Furthermore, these efforts profoundly enhanced Lexmark's brand equity as an innovator and cemented their influence as a leader in startup incubation.
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
