Lexmark is a provider of printing and imaging products, software, solutions and services that help customers save time and money

BRIEF

Make It Happen worked with the local Lexmark marketing team to develop B2B lead generation campaigns. Industry aligned campaigns were developed for direct and channel execution.

WHAT WE DID

In the 3 years Make It Happen worked with Lexmark we developed and executed quarterly campaigns. Whether industry or job function aligned the campaigns were B2B lead generation specific. Leveraging the existing assets and complimentary suppliers (e-marketing; inside sales) and project managing the campaign execution were key deliverables.

One such campaign was an integrated campaign incorporating digital and print assets was required, with a focus on two key themes of reducing costs and increasing efficiencies. A campaign microsite was designed and developed to provide a central platform for promoting Lexmark’s industry and print management capabilities – and with their existing website looking dated, the new microsite allowed for a refreshed web presence without the need for a lengthy corporate approval process.
A DM piece showcased the benefits of Lexmark’s industry solutions, creatively positioning the two key focus areas of cost and efficiencies. Used in conjunction with online tactics, the DM reinforced campaign messaging and drove additional traffic to the microsite.

RESULTS

The developed campaigns had a long productive life. Additional elements were created to nurture prospects and to support partner-led demand generation campaigns.