Xerox - Business Challenge: Provide Xerox resellers with a marketing system to help them more effectively sell against lower cost competitors with a strong total business value selling proposition.
Marketing Advocate Solution: MA provided a co-branded resource center / marketing system that can be easily replicated and customized for individual Xerox partners. This system is organized around key business needs / reasons to buy for target customers. These include topics like managing network printing costs, green printing, and security and productivity. Partners are provided a cobranded site, monthly email campaigns sent to their permission list, and paid and organic search efforts to drive additional traffic. Site visitors are registered, all activity is tracked, the site is personalized to their needs, automated emails are sent to further nurture, and when the site visitors are "sales ready" they are routed to the partner for follow up and close.
The Results: Both Xerox partners and Xerox corporation have achieved an very attractive ROI with this program.