Content Marketing Drives Awareness and Sales

Lexmark Ventures is a startup incubator under the Lexmark Inc. umbrella where IP, products, and services previously incorporated into printer technology are repurposed to create entirely new and disruptive products for existing or new industry segments and needs.

Bold was retained to help build brand awareness and educate customers, industry leaders, technology influencers and media, driving engagement with Lexmark Ventures products and services via social, content development, web, and ABM. 

Objectives

Build thought leadership and a culture of growth, driving ABM, lead generation, and revenue. 

Create a positioning platform with strategic messaging designed to powerfully and concisely articulate Lexmark Venture’s role and product and service value propositions to internal and external stakeholders while creating unique tone-of-voice and topical focus appropriate to the expertise of individual contributors and organizations.

Promote the impact of Lexmark Ventures’ technology and capabilities while amplifying the unique voices and expertise of the people behind them, driving acquisition, retention, and revenue.

Methods

Creation of Customer Personas and Path to Purchase Journeys, enabling product positioning that improves awareness, acquisition, and retention across various verticals and multiple products, brands, and customer segments.

Development of thought leadership content, whitepapers, use cases, collateral, and success stories for lead generation through blog posts and social media, with a focus on LinkedIn.

Development of customized thought leadership platforms for select internal subject matter experts, establishing new channels for whitepapers, use cases, and other marketing content, while building internal advocacy and driving external interest in the organization.

Development and execution of an Account Based Marketing content campaign strategy.

Results

Increased web traffic to branded websites, resulting in a 140% increase in content engagement over previously published materials.

Drove approximately 5,000 new Marketing Qualified Leads (MQLs), resulting in 3,740 Sales Qualified Leads (SQLs).