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Canon’s products are primarily known as consumer applications. There is a very low perception of the brand for use in machine solutions, SDKs, etc. Canon therefore asked us to increase awareness of the Canon Industry business area and to generate leads in the relevant target group.

The challenge for ALEX & GROSS was to help Canon Industry gain visibility within the B2B target group and to measurably increase sales through successful lead generation.



ALEX & GROSS developed a marketing and sales campaign based on a target group definition and competitor analysis. Our solution was to create a microsite with content assets: news posts, case studies, e-books, product information and a newsletter.

We developed online marketing measures to increase visibility and lead generation: regular web content as well as banners and advertising via social media and on the websites of trade journals. In addition, we used account-based marketing to target key accounts. All target group activities were captured by tracking tools in the nurturing process and our inside sales experts were able to undertake other measures supported by data.


  • Creation of a central, digital point of contact
  • Our performance marketing strategy helped to identify new sales potential
  • The Canon Industry brand has been further developed
  • Our generation of leads resulted in measurably higher sales success in industrial products