Canon

Canon aimed to increase the market share of its specialty scanners and printers within the healthcare and education verticals. With a recent industry shift due to Ricoh’s acquisition of Fujitsu, Canon was uniquely positioned to gain awareness and traction through strategic marketing. The primary goal was clear: generate high-quality B2B leads by targeting key decision-makers, such as IT directors and procurement officers, within these sectors.

Lounge Lizard began by immersing itself in Canon’s brand and offerings through in-depth interviews with the sales team to understand product differentiators and the target audience’s needs.  Additionally, we conducted persona mapping and keyword analysis to better understand the specific goals and pain points of procurement teams and IT directors within the education and healthcare sectors. From there, our team developed a robust B2B digital strategy focusing on:

• Landing Page Development: We created targeted, lead-gen optimized landing pages for the healthcare and education sectors. These were keyword-rich and tailored to address each audience’s pain points and workflows. The custom-built landing pages were deployed at usa.canon.com to align with Canon’s existing ecosystem using form integrations for education and healthcare decision-makers. (Note: See the live URLs here: Education—Healthcare.)
• Digital Advertising: Using platforms such as Google Ads, Meta Ads, and LinkedIn Ads, we deployed targeted campaigns focused on engaging high-intent users. Campaigns were carefully segmented by industry to maximize relevance.
• Paid Newsletter Sponsorships: To further extend Canon’s reach, we partnered with newsletter networks that cater to IT and operations decision-makers in schools and healthcare institutions.
• Technology Stack: Tools such as Figma (for design), Google Analytics (for performance tracking), and AI-powered platforms like ChatGPT and Gemini were utilized to refine content, improve targeting, and analyze campaign effectiveness.
• Ongoing Optimization: We continuously tested messaging, creative formats, and platforms to ensure the campaigns resonated with the audience, adjusting based on performance data and lead quality.  
• Content Strategy & Lead Nurturing: We developed blog articles and whitepapers tailored to address the needs of administration staff in the verticals mentioned.  The main objective of these pieces was to provide initial contact information through gated content and then implement a nurture campaign to convert leads.

The strategic approach allowed Canon to penetrate niche verticals and reach high-value decision-makers quickly and effectively. Lounge Lizard’s campaign structure provided Canon with a consistent and measurable pipeline of engaged prospects. Using AI tools, detailed audience research, and creative testing resulted in precise targeting and high campaign relevance.

• 250 high-quality leads generated within the first two months
• Successfully increased brand visibility within healthcare and education markets
• Optimized landing pages with high engagement and conversion rates
• Strong ROI from paid advertising campaigns with high-value form submissions
• Established a scalable digital marketing framework for Canon’s future campaigns