Challenge

Accelerate a long sales cycle.

As the namesake of the printer category, Xerox is always in buyers’ consideration set. But that wasn’t going to spike sales of its innovative new printer, the Xerox^® PrimeLink^®. It’s a big investment in a low-engagement category. The sales cycle can take years. To tempt more leads we needed to tell a new story.

Approach

Sell possibilities, not features.

There aren’t a lot of feels in B2B, which is odd, because choosing the right technology is incredibly personal and highly stressful. So our lead-generating work for the new Xerox^® PrimeLink^® Family of Printers ditched the rational B2B-speak and focused on making emotional connections to new possibilities.

We made the intangible feel real.

It’s hard to show the quality of a printed piece on a website. So we created a more engaging digital experience, where customers could see how PrimeLink^® elevates design — adding color, metallics, and fitting into a wider range of applications. Then, developed personalized nurture streams to accelerate lead generation.

Results

From generating leads, to generating love.

All that momentum at launch generated 250+ SQLs with $3M+ in pipeline.