Case Studies

© 01/2023 IMPARTNER. All rights reserved. HQ: +1 (801) 501-7000 | Paris: +33 (0) 1 87 16 73 86 | London: +44 (0) 204 576 9682 For more than 100 years, Xerox has continually redefined the workplace experience. Harnessing their leadership position in office and production print technology, they've expanded into software and services to sustainably power today's workforce. From the office to industrial environments, their differentiated business solutions and financial services are designed to make every day work better for clients — no matter where that work is being done. Today, Xerox scientists and engineers are continuing their legacy of innovation with disruptive technologies in digital transformation, augmented reality, robotic process automation, additive manufacturing, Industrial Internet of Things and cleantech. Challenge Xerox wanted to create business development initiatives for their channel partners to generate more opportunities through innovative marketing-led activities, with the objective of increasing brand awareness, market coverage and lead generation through digital marketing initiatives. As Search is the number one digital tool used during the customer's research journey, Xerox decided to facilitate their partners with local Google Ads campaigns to increase the local visibility for both Xerox and their partners. An initial approach working with an Agency was unsuccessful, as it was too time consuming, costly, not scalable and the results didn't justify the budgets required. Also, the individual Xerox Google Ads campaigns with local partners were conflicting with Xerox corporate campaigns resulting in artificial bid inflation, inefficiencies and frustrations for both Xerox and their partners. The results of the individual partner campaigns were difficult to track as there was no visibility of any lead follow up and no feedback about the quality of the leads from partners. 25% of leads generated typically need to be nurtured, however this was rarely done because of lack of time and email nurture content. Impartner's Google Ads for the Channel is the First Source of Leads for Xerox Partners Globally " Google Ads has become our first source of leads for our Partners across all geographies. With the help of unique technology from Impartner we have been able to reduce the cost per lead by 75% and we have seen a huge acceleration in lead generation without increasing media budgets." Isabelle Pampelune, SMB Business Development Lead - EMEA Channels Organization, Xerox Solution Use Industry Technology Location London, UK Impartner TCMA Google Ads for the Channel Impartner PRM Lead Management Solution Instead of using the Agency's one-to-one approach for running the local partner Google Ads campaigns, Xerox implemented Impartner's Google Ads for the Channel solution. This solution enabled Xerox to centralize and automate all partner Google Ads campaigns and campaign landing pages saving an enormous amount of time and effort, at scale with their partners across Europe and the USA. As the solution centralizes all campaigns it provided Xerox the control required to align Google Ads campaigns for their partners with the Xerox corporate campaigns. Once the different objectives between the two divisions had been established and the information was gathered from both sides, Xerox could start aligning on the bid and keywords strategies to leverage the investment made between the corporate and the partner campaigns and they no longer felt like they were competing. The partner campaigns were used to convert the audience driven to the corporate website by retargeting that audience at a local level, which resulted in 11% of the conversions. Partners realised the benefits of showing their adverts to Xerox corporate website visitors, giving them access to new audiences and more sales. CUSTOMER STORIES: XEROX

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