How Canon saved £35,000 & boosted
lead quality
Canon is a leading provider of imaging and information technology solutions. With operations throughout the world, the company employs over 2,000 people in the UK alone. With a global presence and a decentralised model of operation, Canon’s content marketing strategy was hindered by a constant balancing act.
On one side, each region within the company needed autonomy to tailor their demand generation strategy to the individual countries within their jurisdiction. On the other, the company’s Central Demand Generation team needed to maintain oversight, and manage the company’s global standards.
Canon’s Challenge: Deploying
Global Content Gating
Despite a significant investment into content creation, this conflict prevented Canon from reaching consensus on how to deploy content gating. With no gating strategy in place, the company was left reliant on landing pages built with third-party marketing automation platforms.
As well as significantly reducing the search engine optimisation benefit of Canon’s content, this created a natural barrier to conversion, disrupting the user experience and negatively impacting performance.
This was further worsened by the technical challenges the company encountered. With their existing systems, form development was both labour-intensive and highly complex. Over large scale, pan-EMEA campaigns, the costs of deploying forms escalated rapidly. As a result, Canon’s investment in content creation went largely underutilised.
The Formulayt Solution
To streamline performance reporting and centralise the company’s content gating efforts, Formulayt was deployed and integrated into the company’s entire marketing stack: Eloqua, Woopra, Google Analytics, Google Tag Manager and Teamsite CMS. 5 standard form types were developed, each deployable in 17 languages with support for non-Latin languages, including Chinese. Geo-location switching enabled the use of different form fields on a country-by-country basis, while a suite of advanced functionality offered dramatic improvements to conversion rates, including:
Integration with both live and on-demand webinars improved the process for managing sign-ups and follow-ups
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Downloadable content and videos benefited from powerful content gating
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In-person demand generation
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Attendee registration and event management forms helped standardise
Results
Over the course of a single pan-EMEA campaign, deploying Formulayt saw Canon save in excess of 350 hours on form deployment alone.
In addition to a significant productivity gain, this represented a huge cost saving: equivalent to £10,000 in in-house resource, or over £35,000 in agency and supplier costs.
This cost saving brought with it a boost to the overall performance of their demand generation strategy. Thanks to the flexibility afforded to each region, and the ability to quickly implement content gating across a range of content mediums, Canon saw a significant uplift in both lead volume and the quality of contact data generated.
How much you could improve
your web conversion by?
By analyzing your current web conversion rates and optimization practices, we can estimate the projected uplift in leads you can expect from working with Formulayt.