BC was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.
Industry
IT Services and IT Consulting
Challenge
KYOCERA Document Solutions Australia relied heavily on outbound marketing campaigns that only generated leads during active media spend. With limited in-house digital expertise, they needed to transition from this unsustainable model to an inbound marketing approach that would create consistent lead generation.
Results
Through strategic inbound marketing and HubSpot implementation, KYOCERA achieved $1.1M in pipeline revenue and $577K in sales within just 8 months. The transition provided data visibility for marketing decisions and established sustainable lead generation through their website.
KEY Services
Strategy development
Content creation
HubSpot implementation
Lead generation
Data analysis
Campaign optimisation
Finding the right partner
With a small inhouse team and limited experience of inbound marketing, KYOCERA began a market scan to shortlist strategic agency partners to help them navigate the new landscape.
The partner needed to have:
- B2b technology marketing expertise
- A proven ability in working with the Hubspot marketing automation tool that was to be implemented
- A demonstrated ability to plan, produce and distribute high-quality content that would cut through the noise and generate commercial results.
A list of four potential agencies became one throughout the pitching process, thus KYOCERA and Brand chemistry joined forces to deliver on the KYOCERA vision.
KYOCERA’s ANZ marketing team also liked the idea of having greater data visibility for making decisions on which channels, messages and formats to invest in further.
The strategy
Bc kicked off the strategy development process with a deep dive into KYOCERA’s target audiences, developing buyer personas and identifying opportunities for maximum traction with unique, well-researched, yet approachable content.
The comprehensive strategy covered how we would:
- Help KYOCERA understand the needs and behaviours of their target persona segments
- Create relevant, compelling content and distribute it in the most appropriate channels
- Repurpose outdated content to supplement the new for faster results
- Optimise the website for lead conversion
Build nurture strategies to guide buyers through the buying process with relevant and compelling content - Support KYOCERA trade events with pre-work, segmentation and nurture efforts
- Create a prospect fit matrix to assist with sales and marketing alignment, as well as do lead scoring and opportunity prioritisation
- Assist with and test the integration of KYOCERA’s Microsoft Dynamics CRM and HubSpot
Bc also facilitated the onboarding and set-up of Hubspot as their chosen marketing automation platform, for effective distribution, analytics and automation.
Bc's technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions.
Even though Bc are HubSpot partners, there was no push towards HubSpot, because it was really about finding the best tool for our needs. Bc understood our situation and knew how we would use it.
BC was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.
Bc's technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions.
Even though Bc are HubSpot partners, there was no push towards HubSpot, because it was really about finding the best tool for our needs. Bc understood our situation and knew how we would use it.