The inbound and content opportunity
KYOCERA is a pure business-to-business brand, its purpose to service commercial business needs as efficiently and seamlessly as possible, while also being committed to sustainability. Despite its highly competitive eco-efficient product line, it wrestles with brand awareness on a daily basis, thanks to its competitors having strong brand awareness in consumer markets.
The strategy would therefore need to focus ample attention on raising KYOCERA’s profile in key markets, while nurturing and qualifying leads that were closer to their purchase stage.
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- Repurpose outdated content to supplement the new for faster results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.
The execution
Once completed and approved both locally and by headquarters in Japan, Bc worked closely with KYOCERA to develop a custom execution process that ensured:
- The business could maintain a high level of control in and throughout the project’s execution
- KYOCERA’s marketing team was kept abreast of progress and any newly identified opportunities
- The business could meet their demanding internal reporting requirements.
