STRATEGY & CREATIVE DEVELOPMENT
CUSTOMER EXPERIENCE STRATEGY
ENGAGEMENT & RETENTION
Canon has more than 70,000 active B2B customers, but relies on individual sales reps to stay connected with them. To continuously move buyers through the Canon sales funnel for repeat purchases, KERN developed a holistic communications program that included a bi-weekly content series segmented by and tailored to five key business verticals. It optimized itself to trigger additional content sequencing customized to multiple personas, such as the CEO (the big picture), CIO (the brain trust) and CFO (the bottom line). Over 1,000,000 emails have been deployed to date with open rates as high as 32%, resulting in a cost-per-lead significantly lower than the industry average.