Inbound Marketing kampagne

Canon

Intent-campaign focusing on IT-security

Sales dialogue with 44% of all leads. The model is set for expansion into further business units.
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Canon is building an always-on Intent Marketing program that identifies Printer Security leads.

Canon is best known for its printers and cameras, but it also offers effective solutions for end-to-end document management. Documents containing sensitive information are shared, stored and printed – which is why print security is so important, yet it is also a somewhat overlooked potential weakness in companies’ IT security.

 
What sets b2b.intentdetector apart is the precision in targeting active buyers. This optimizes both our sales resources and ROI. By focusing on qualified leads and eliminating low-interest prospects, we are now looking to roll out this approach across further business segments.
Kasper Jæger

Marketing Manager, Canon

Objectives

The campaign focuses on companies demonstrating interest in cybersecurity, specifically compliance with the EU’s NIS2 Directive. In other words, companies intending to invest in further IT security, which naturally includes document and printer security. This is referred to as intent.​

Content and messaging therefore prioritize products and solutions over more traditional “Inbound Marketing” campaigns that focus on inspiration. In intent marketing, conversion alone is not enough.​

While there is still a focus on conversion, the primary goal is to identify and test companies showing intent, followed by a focus on those exhibiting High Engagement.

Campaign Goals: 

  • Identify 1st and 3rd party intent leads.

  • Test intent and interest.

  • Book meetings with High Engagement leads

Target Groups:

  • Ideal Customer Profile (ICP): Companies that match the predefined successful customer model.​

  • IT Managers: Specifically those responsible for cybersecurity.

  • NIS2 Compliance Focus: Particularly ICPs concerned with NIS2 compliance.

 

    The Solution

    The Concept

    Our Intent campaigns are built around three phases: Identify, Test, and Confirm. The objective is to leverage data to find companies that are deep in the funnel and demonstrate a clear intention to make a purchase. In this specific case, these are businesses considering investments in document and printer security solutions.​

    Identify

    The first task is to identify companies exhibiting behavior that indicates they are considering a purchase. This information is derived from 1st-party data (website visits) and 3rd-party data (external data providers).​​

    Test

    While data is essential, it must be verified. This is done by building a campaign funnel on LinkedIn specifically targeting intent-leads. At Canon, the campaign consists of three phases—top, middle, and bottom-of-funnel—through which leads progress based on their level of interest. This process makes it clear which companies are genuinely interested in document and printer security—so-called High Engagement Leads.​​

    Confirm

    Companies showing High Engagement are considered “warm” and are passed on to internal sales for final follow-up. The goal is to confirm their intent and arrange a meeting.

    Results 

    After 1.5 Months

    To date, Canon has generated approximately 25 High-Intent leads through the campaign. Sales teams are already in active dialogue with 8 of these prospects, effectively unlocking several new business opportunities.

    Three highly qualified meetings with new customers have been booked so far.

    Because the campaign is always-on, it ensures that Canon consistently targets those who are active in the market right now, leading to a continuous stream of fresh leads and scheduled meetings.

    Due to these highly promising results from the Intent Detector, Canon is already considering expanding the concept to other business units.