Lexmark: A new path to market, a new engine for growth

Tom Stein, Sven Dellagnolo

Lexmark, a printing company, redefined the marketing and sales relationship and accelerated revenue growth in its commoditised category in the USA.

Campaign details

Brand: LexmarkBrand owner: Lexmark InternationalEntrant company: Stein IAS New YorkIdea creation: Stein IAS New YorkMarket: GlobalSector: PCs, computingsMedia channels: Content marketing, Email marketing, Online display, Search marketingBudget: 1 - 3 million

Executive summary

To say no one cares about printing anymore may be an overstatement. But at a time when enterprise digital transformation is in hyperdrive, print technology and services hardly seem a strategic priority. Still, at a market size of $145 billion globally, print remains integral to business.

Yet, driving growth in this...

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