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 had a problem; they needed to develop credibility as an innovator in new and evolving markets well outside of the printer arena. And they needed to do it through their unknown startup incubator, Lexmark Ventures, which repurposes printer technology into new, disruptive products in a diverse range of markets from haircare to edge computing.

The Bold Move

With a focus on building an entirely new brand look and feel around Ventures, we identified the innovative engineers and thinkers behind the incubator’s new products and built stories around them through blog posts, social media content, case studies, whitepapers and other collateral – leveraging Lexmark’s already well-established media channels and existing Account Based Marketing program.

The Impact

The Game-Changer

The unexpected twist that made all the difference: Elevating the engineers and product marketers behind the Lexmark Ventures’ innovations to personalize their game-changing work in ways that powerfully connected with target customers in markets where the Lexmark brand was considered as anything but cutting edge.

Tammy Sims Coan

VP, Demand & Growth Marketing

“The Bold team consistently produced high-quality, strategic results with intelligence and enthusiasm.”

Chief Designer

Global Mobile Device Manufacturer

“I never expected to be famous at this stage in my career, but you guys have reporters from around the world asking me about ‘visionary work’ on [this project]. I still don’t fully understand how you made this happen but thank you!”

Jon Maron

Head of Marketing & Product, Lexmark Ventures

“Bold’s efforts not only enhanced visibility but positioned Lexmark Ventures as a thought leader in startup incubation, new technology, and solving complex problems.”

Elena Petrova

CEO, Ad Astra, Inc.

“The Bold team helped us identify topics of interest to our target audiences and worked with our subject matter experts to create targeted content including thought leadership pieces, blog posts, social media content, and key media placements. They’ve been a great partner and collaborator.”