Insight.
Taking a managed service approach.
Canon is one of the world’s most famous technology brands. And in the B2B space, it supplies printers, copiers, and digital services to a network of global organizations.
Our relationship with Canon started in 2015, when we began helping the company enhance its approach to customer marketing. This included creating Canon EMEA’s first Demand Centre and building out their MarTech stack. During our initial audit, we quickly discovered opportunities to help further.
For instance, due to organizational changes and headcount freezes, Canon needed help navigating the centralization of its marketing activity. It also needed more effective ways to track campaign performance. Our flexible Fluid Talent model was the perfect fit.
With our managed service approach, we helped Canon bring in the dedicated marketing expertise they needed to solve ongoing challenges — and make their marketing budgets work more efficiently.
“We flexed our team over a three-year period as we centralised our demand centre — it was the flexibility of Fluid Talent that made it possible.” Ryan Stewart, EMEA Marketing Senior Manager – Canon.
Approach.
Embedding our specialist skills within Canon’s marketing team.
Our Fluid Talent team was based on-site at the Canon EMEA HQ, working closely and exclusively within Canon’s Demand Generation Centre.
This enabled us to build foundational relationships with key stakeholders and have regular face-to-face engagement with wider teams and other vendors. As a result, we quickly gained an unrivaled knowledge of Canon’s marketing operations — and became truly embedded in their business.
Acting as a trusted partner, our team helped Canon by:
- Blending seamlessly by fully embedding the right people with the right skills within Canon’s Demand Gen Centre. We were proud to be considered as colleagues and members of their team.
- Providing flexibility by supporting new challenges and changes in Canon’s business, and helping them achieve their ongoing goals and objectives.
- Adding value by addressing Canon’s needs with a solutions-driven approach and demonstrating expertise in our field.
- Leading the way by identifying and recommending solutions for gaps in Canon’s processes and communication, which proved instrumental in making their campaign deployment more efficient.
Impact.
A positive and lasting impact on Canon’s ROI.
We supported Canon’s EMEA team through a time of continual change — and helped transform their ways of working. This included streamlining their processes and improving communication, which has led to more effective campaigns that are easier and quicker to deploy (at both a European and country level). All of which has helped positively contribute to Canon’s bottom line.