Managed Print Services Company Improves Lead Quality and Sales Opportunities Through Strategic Marketing

Graphic titled “Client Story” featuring Josh Britton, President & CEO of imageOne, alongside the imageOne logo and a circular headshot of him.

“To our CMO’s credit, she has been fantastic at rolling up her sleeves and figuring out creative ways to get the most out of our resources and moving at the pace that we can afford.”

Josh Britton, President & CEO, imageOne

imageOne at a Glance

  • Company size: 70 employees
  • Industry: Professional Services / Consulting
  • Business model: Business-to-Business
  • Business scenario: Privately Held, Runs on EOS
  • Headquarters: Oak Park, Michigan
  • Authentic Growth® Drivers
    • Make Tactical Marketing Execution More Strategic
    • Increase Engagement and Generate Qualified Leads
    • Sharpen Market Focus and Value Proposition / Brand Messaging

The Problem

imageOne delivers managed print and workflow automation solutions that help businesses optimize their printing environments, improve efficiency, and enhance security. Despite their strong reputation for exceptional customer service and trusted partnerships, imageOne struggled with ineffective marketing efforts to generate leads. They lacked a strategic marketing framework, and produced minimal return from previous marketing investments. 

Recognizing the need for a more structured and measurable approach, they partnered with an Authentic Fractional CMO™ to build a marketing foundation and overhaul their marketing strategy to drive meaningful results.

The Solution

Authentic implemented a multi-phase approach to transform imageOne’s marketing operations and align them with broader growth objectives.

Key initiatives included:

  • Defining the ideal customer profile: A deep dive into imageOne’s customer base helped identify their most valuable clients and decision-makers, allowing for more targeted marketing efforts.
  • Developing buyer personas & journey mapping: By creating a clear buyer journey framework, this helped align sales and marketing messaging to better engage potential customers at every stage.
  • Implementing data-driven strategies: imageOne began leveraging SEO, content marketing, and analytics to improve inbound marketing effectiveness.
  • Aligning sales and marketing efforts: By establishing structured lead tracking and refining marketing-qualified leads (MQLs), imageOne gained clearer insight into pipeline growth.
  • Reducing inefficient bidding: Implementing an ideal customer profile allowed the company to stop bidding on RFP-driven deals that primarily sought low-cost solutions, enabling the sales team to focus on high-value prospects in targeted industries. 
  • Turning inbound marketing into a predictable lead generation engine: Structuring SEO, content, and qualification around buyer intent to attract higher-quality leads.

Through these efforts, imageOne has established a more strategic, structured, and measurable approach to marketing.

“Our CMO has adopted her approach to our business to ensure that marketing is working in the same way across the business while also customizing it to make sure we don’t lose the essential pieces of Authentic’s framework.”

Josh Britton, President & CEO, imageOne

The Results

The transformation of imageOne’s marketing strategy led to significant improvements in lead generation, brand visibility, and sales efficiency.

SEO & Content Impact*

  • Organic search impressions increased 109% YoY, significantly expanding visibility among buyers researching managed print and automation solutions.
  • Search driven clicks grew 62% YoY, indicating stronger relevance and alignment with search intent.
  • Organic search now accounts for 70% of all engaged sessions, with engaged visits from organic up 32% YoY.
  • Non-branded keyword clicks increased 340% YoY, demonstrating expanded reach into vendor-unaware prospect audiences.
  • Blog content actively supports pipeline creation, with 55% of blog readers navigating to key service pages or lead generation forms after consuming content, accelerating movement from awareness to consideration.

Pipeline & Revenue Impact

  • Inbound-pipeline generated in 2025 exceeds the prior two years combined, signaling a clear shift toward higher-quality demand. 
  • Average pipeline value per inbound lead has increased more than 7x YoY, reflecting a higher-intent demand creation.
  • Nearly 75% of inbound leads advanced to discovery calls, confirming inbound marketing is attracting decision-ready buyers.
  • Inbound marketing now contributes directly to pipeline and closed revenue, transforming marketing from a lead source into a measurable growth engine.

“We love our Authentic Fractional CMO, but what really sets the Authentic model apart is the methodology that brings consistency and focus to how marketing operates.”

Josh Britton, President & CEO, imageOne

* Engagement in progress, results reported as of Q4 2025