BMA B2B Marketing Blog

Laura Ramos Vice President, Industry Marketing, Services at Xerox

Patricia Hughes - Monday, November 19, 2012

On November 8th, we had the pleasure of hearing Laura Ramos presentation at the BMA- St. Louis luncheon. Laura's topic was "How Xerox Uses Digital and Social to Engage Business Buyers". 

With sales of more than $22 billion, Xerox is the world's leading enterprise for business processes and document management.

In Feb of 2010 Xerox acquired Affiliated Computer Services (ACS). Services represent 1/2 of overall business.

Successful marketing of services depends on developing engaging content that builds business and deepens relationships.

What happens when you are no longer Xerox the Copier company.

How do you use digital media to:

  • Evolve the brand from technology-led to service driven
  • Retain value of our shared history
  • Share how Xerox solve customer problems, not simply sell
  • Impact demand generation and the purchase process

In using digital to address buyers:
Enable a sales conversation
Introduce and "promote" your experts
Feature your customers

Lessons Learned:
Know your audience
Executive support is critical
Focus on your first adopters then iterate, test, iterate, test...
Tell the customer's story, not yours
    - Real people and places
    -Highlight the problem/pain, don't hide it
    -Show both sides of the solution - what went wrong as well as right
The Shorter the Better
Humor is useful, but know your audience
Make Content Easy to Share
Video makes customer success tangible
Social is part of the mix, not a separate channel
Multimedia enhances the brand experience, educates potential buyers, and turns customers into advocates

Follow Laura at Twitter: @lauraramos
and follow her BLOG at www.b2bmarketingpost.com
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