The challenge
Canon wanted to promote thought leadership content around information management and demonstrate the business value of its solutions.
The key question was straightforward:
How do you make information management relevant enough for a highly demanding target group to want to learn more?
The objective was to increase engagement with strategic content, improve lead quality and identify the most effective messaging approach through disciplined experimentation.
Strategic approach
Rather than relying on a single campaign concept, we developed a three-layer A/B testing framework with clearly defined goals and hypotheses.
We created three distinct strategic angles that each approached information management from a different perspective, highlighting why the topic matters to the target audience and how better information practices translate into business benefits.
The campaign also challenged a widely held assumption in B2B marketing: that high-value reports should be hidden behind lead forms.
Our hypothesis was that removing the gate and allowing immediate access to the content would increase engagement, build trust and ultimately produce better commercial results.
Execution
The project combined strategic messaging, content marketing and performance testing.
The work included:
Campaign strategy
Concept development
Copywriting
Goal-setting and measurement framework
Multi-variant A/B testing
Landing page and content optimization
The structured testing approach allowed us to identify the strongest-performing themes and validate the impact of ungated content.
Results
The campaign demonstrated conclusively that freely accessible report content generated stronger lead performance than traditional gated assets.
The improved quality and volume of leads ultimately contributed to millions of euros in sales, proving that greater accessibility can outperform more restrictive lead-generation tactics.
Why this case matters
Why this case matters
This project challenged a common B2B marketing assumption and replaced opinion with evidence.
By combining creative thinking with rigorous testing, we demonstrated that making expert content easier to access can improve both marketing performance and business results.
The most effective B2B marketing does not rely on convention. It formulates clear hypotheses, tests them systematically and lets measurable results determine the best path forward.