Shifting from brand to lead generation focus

Ricoh is known for their printer rental services, but not many people are aware that they also provide Enterprise IT solutions. Their past digital campaigns were mostly awareness focus, and lacked focuses on driving tangible conversions, with plenty of customer databases were also not being acted upon which have resulted in many missed opportunities. 

We believed more effort should be placed further down in the buying funnel, focusing on potential customers who are already searching for similar solutions. As such we leveraged and connected all digital marketing channels to build a complete lead generation funnel for them to drive sales.

Deliverables

Conversion is the key objective of Ricoh’s digital marketing initiative.

We built a new websitethat focus on the customers’ needs, with contents informed by search keyword patterns. The website is connected to HubSpot, a CRM tool to analysis visitors’ interests and behaviours. A lead scoring system was set up using HubSpot to identify qualify leads for the sales team. 

Email drip campaigns are set up to target sales leads at every sales stage to enhance the sales process and improve customer service. 

Facebook and LinkedIn are the primary and secondary social media platforms for reaching out to relevant audiences and retargeting existing customers.

Search and PPC advertising are in place to raise awareness among prospects and sales leads who are browsing for IT solutions.

Results

• A much lower cost per lead than the usual acquisition channels
• A complete lead generation funnel that drives sales
• Less missed opportunities from automated leads nurturing
• Increased online enquires and email signups