“Waypoint built and implemented the marketing strategy that led to the successful sale of the business in 2015.”

— Nick Clitheroe, Managing Director, Genesis Group UK.

challenge

Founded in 2010, Genesis supplies Canon imaging technology to over 250 clients throughout London and the South East of England. Their mission was to become the largest independent Canon re-seller by 2015 and to then successfully sell the business. Waypoint was engaged to build a marketing strategy to deliver this growth and to develop the presentation layer and materials to attract new customers and potential buyers alike.

solution

We firstly worked on developing the USP and key selling messages for the business. Genesis needed to punch above its weight and position itself at the cutting edge of information management technology as opposed to a photocopier reseller. Once in place we developed the presentation layer and, through a new logo, website, case study portfolio and active blogging and social media program, built the online proposition.

result

In 2014 investment in an expanded sales force coupled with the activation of an aggressive series of email marketing campaigns and the installation of Salesforce.com – a customer relationship management system to track and convert leads – led to the penetration of the largerinformation management market and rapid sales growth. The business was then successfully sold in 2015.