KYOCERA Document Solutions Australia is the Asia-Pacific branch of KYOCERA Document Solutions Inc. Renowned for its innovative eco-conscious print technology, KYOCERA’s reliable and efficient products and solutions help businesses achieve greater productivity.
While the business has enjoyed healthy customer growth thanks to outbound campaign activities, the ongoing results relied on continued media spend; once that was tapped out, the leads stopped flowing.
KYOCERA recognised the need to change its marketing approach from a media-centric outbound approach, to a content-centric inbound approach that would turn its own website into a magnet for a predictable and sustainable pool of qualified leads.
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:
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.
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.
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:
Bc also facilitated the onboarding and set-up of Hubspot as their chosen marketing automation platform, for effective distribution, analytics and automation.
Once completed and approved both locally and by headquarters in Japan, Bc worked closely with KYOCERA to develop a custom execution process that ensured:
With Bc, KYOCERA Document Solutions Australia were able to:
Big or small, we’d love to chat about how we can bring some chemistry to your brand.
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