B2B Content Case Study — Epson

Helping a multi-national electronics company reach a sophisticated audience with expert content

How it started

Epson makes excellent ink-jet printers — but they also make robots, projectors, microdevices, and even smart glasses. These specialized products have a longer sales cycle and more demanding, sophisticated buyers.

Epson needed high-quality, appealingly in-depth content to drive more awareness of, interest for, and trust in these exceptional products from the right buyers.

This was a classic relationship-building challenge – could we help move Epson’s product lines from “low trust, low need” (due to low awareness) to the “high trust, high need” quadrant?

What we did

Our a-ha moment: During our discovery phase with Epson, we quickly understood the unique talent and dedication of the people who develop and service their products. Epson’s experts were their best storytellers, highlighting not only what makes the products better but also how Epson collaborates with its customers.

We partnered with these experts to create guides that are truly unique. These guides provide in-depth information and advice, and the experts vet them — a huge value for savvy prospects looking for solutions. We carefully targeted guides to each reader (the life sciences lab manager is seeking a different robot than the automotive lab manager!) to drive lead generation and differentiate Epson’s offerings from their competition.

How it’s going

Our work led to more sophisticated lead generation for Epson’s life sciences and robot electronics solutions, more targeted outreach to communicate the benefits of Epson LCD controllers, and heightened awareness of Epson’s projector offerings, among others.

Epson’s sales and advocacy teams now use our guides as starting points for atomized content – social outreach, blog posts, and more. We’re now their go-to team for marketing content that feels true to Epson and is powerfully useful to its customers.