It wouldn’t make sense for B2B office technology providers to continue using outdated marketing methods themselves, right? Well, unfortunately, like many industries, managed IT service providers and copier leasing companies are still behind the times when it comes to current marketing trends.
AIS-NOW, a technology provider in Las Vegas and southern California offers end-to-end solutions for businesses in their regions, ranging from IT and leasing, to selling copiers and printers.
And they were tired of doing business the old fashioned way.
How Could Inbound Work for Them?
AIS President Gary Houff saw the value of inbound marketing but wasn’t sure how to implement it himself.
So, Gary did what many businesses new to inbound do -- he hired an agency to do the work for them. However, while they had hired a gold tier HubSpot partner agency to assist in their content marketing, the results were lackluster with leads generation remaining relatively flat for 16 months.
“We knew we had to completely change the way we do business because the old way just didn’t work anymore,” Gary said. “I reached out to Marcus Sheridan (IMPACT partner) and said, ‘I read your book, They Ask You Answer; it makes sense to me, but the agency we work with isn’t doing this for us. What can I do?’”
Gary had assumed Marcus would suggest a simple switch from working with their current agency to working with IMPACT and having IMPACT’s team do the work for AIS. He was surprised when Marcus had a different suggestion.
“Marcus said, ‘We can teach you how to do inbound marketing yourself. Rather than have an agency do it for you, we can groom you to do it yourself.’”