BtoB's Best Marketers: Christa Carone, Xerox Corp.

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For more than 50 years Xerox Corp. has been known for its printing and document management technologies but, like certain other legacy business tech companies, Xerox is working hard to get out the word about its business services. The “Ready for Real Business” campaign, launched last fall, highlights ways companies rely on Xerox for back- office tasks. “It's been a remarkable period for Xerox,” said CMO Christa Carone. “A lot of people talk about company transformations, but we're really doing it. We're putting our money where our mouth is.” Carone is proud of Xerox's past. She said the company's invention of the photocopier and laser printer, for example, not to mention the new breed of fax-printer-copier combos that are common in businesses today. “We recognize that we're a company that really understands how documents float within a business, but we also have our eyes wide open to trends,” Carone said. “Print will never go away, but people are changing the way they work.” Xerox is promoting its ability to help businesses transform themselves by handling their data and claims processing. The key, Carone said, is combining document management with data management. For the next several years, Xerox will focus on expanding those services and getting the word out about how the company is solving real business issues. “Ready for Real Business” case studies, such as those featuring Michelin and Procter & Gamble, demonstrate how Xerox handles back-office operations. And Xerox is readying the launch of a new series featuring Virgin Atlantic, for which it handles all call-center operations. “It's been an incredible journey for us in launching this campaign—going to our clients and saying, "We love the partnership we have with you, and we hope you do, too,” Carone said. —Christopher Hosford
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