iJetColor by Printware first learned about Leighton Interactive in September of 2016. At that time, Tim Murphy, president of iJetColor by Printware, submitted a website audit request where he indicated the biggest website challenge for their company: “Develop better ongoing metrics of site visits - improve ease/usage and track visits per month and ultimately grow inbound requests for information.” At the time he submitted the audit request, iJetColor used a very traditional approach to marketing. Their mindset was familiar with more outbound marketing approaches like direct mail, cold calling, and trade shows.
Printware engineers, manufactures, and markets one of the world’s most highly used inkjet printing devices. The iJetColor line of systems are high performance, low total cost of ownership inkjet digital presses powered by Memjet technology and perfected by Printware. The high-quality, low-cost inkjet printing you experience with the iJetColor Press makes it possible to deliver visually appealing, consistently printed envelopes, while saving on numerous print-related overhead costs.
The Challenge
iJetColor was intrigued with inbound marketing and the methodology; however, they had just been through the process of an entire website redesign earlier in the year. As you can imagine, the thought of repeating this came with a bit of resistance.
The iJetColor team told us “we’re doing enough, we just want to see if we can do a little more.” Their business wasn’t failing. They weren’t losing to the competition. They were satisfied and hitting goals, but just wanted to see what more revenue would do for their business.
A Focused, Disruptive Strategy
Not only was iJetColor reluctant for a new website, their sales team was also hesitant towards inbound marketing lead generation. How would it work? Would it disrupt normal activity? What is the learning curve? A new way to generate leads would stretch the sales team to think and do business differently. We knew this would take patience, education, and proof of results in order to get this team on board with inbound marketing.
Based on these objections, our strategy focused on the following:
- High impact pages with completely new copy, graphics, and design
- Migration pages with minor changes to design but streamlined to match new site style
- Continuous improvements that involved bringing the website pages up to par with new design on a monthly basis
What, When, and How
The high impact pages were executed within a 60-day timeframe. We also completed 13 migration pages, added a blog and testimonial page, created CTAs, Landing Pages, and Follow-up Emails.
Website Before
Website After
During these 60 days, education was essential. We took the iJetColor team through the inbound methodology step-by-step. We did things like:
- Identify what the buyer’s journey accomplishes
- Show how a contact moves through the sales funnel and what each stage - awareness, consideration, decision - looked like for iJetColor
- Explain the function and purpose of a landing page
- Demonstrate the placement of CTAs, forms, and their importance
This helped build trust between our teams. We saw the iJetColor team shift from a one-track way of thinking to an open-minded approach to marketing. This did, after all, add a new layer of sales and marketing to their business.
Results + So Much More
Prior to inbound marketing, iJetColor was receiving an average of 25 leads per month. After launching the updated site and inbound marketing, they are now receiving an average of 51 leads per month. Not only did this number double, the delivery of these leads is now entirely automated. The form notifications provide a big win for streamlining productivity and qualification with the sales team.
All-time contact growth for iJetColor
Bill Frederick, Director of Sales, says, "Since working with the Leighton team, we have seen an increase in leads from our website and more importantly, the quality of the leads has also increased. The flow and positioning of the CTA’s to attract interested prospects have worked well. Also - the HubSpot dashboard is a very effective way to track and report on prospects in real time, and helps us close more of the leads."
The site is now generating leads and providing additional benefits, such as:
- Opportunities for nurturing and conversion that didn’t exist prior
- Updated + reorganized navigation
- Improved user experience and identified buyer’s journey
iJetColor went from not doing many marketing activities to a slew of digital communication. They now feature a blog, videos, social channels, graphics, SlideShare content, and testimonials - to name a few. By taking new pieces of inbound marketing and integrating them into their business, this has provided huge growth to their overall marketing portfolio.
"The focus of inbound has helped us transition the proper messaging to our target audience, and helped us adapt to an increasing number of buyers who want the right information at the right time in the way they want it."- Bill Frederick, Director of Sales at iJetColor
Where are They Now?
Relationships take time, and this one is no different. Our teams are now in a place where the approval process and changes are completed swiftly as a result of building the foundation. In six months' time, we’ve developed, adapted, and produced results. Together. iJetColor by Printware engages Leighton Interactive with new ideas, product launches, and looks for ways our teams can collaborate.