Arketi Group - XEROX - B2B technology PR and marketing in Atlanta

Since 2002, Xerox Mortgage Services (formerly Advectis) has redefined the mortgage industry with BlitzDocs, an on-demand, software-as-a-service solution that manages the flow of paper-sourced and native electronic loan documents from origination through post-closing. In addition, Xerox Mortgage Services provides secure archiving in an electronic Vault (eVault).

Arketi Group has worked with Xerox Mortgage Services since 2003 and has repositioned the company several times. Initially, Arketi helped Xerox Mortgage Services position itself as a “paperless” solution provider. However, after this term was adopted by many competitors in the space, the positioning was elevated to own the idea of “the most widely-used collaborative document network.” In recent years, Arketi helped position Xerox Mortgage Services’ BlitzDocs as an “intelligent collaboration” solution that includes eMortgage capabilities with the flexibility to handle both native and electronic loan documents.

Solution

To support this messaging and drive leads, Arketi worked with Xerox Mortgage Services to develop thought leadership and digital marketing.

Arketi generated thought leadership content including white papers, case studies, surveys and blogs that are used as call-to-actions on the website and as leave-behinds for the sales team. Arketi met regularly with company executives to stay attuned to the evolving marketplace dynamic, and developed thought leadership material that either supported industry trends or combatted sales objections in an objective manner.

Arketi also annually executed two surveys to provide new benchmarking data on the mortgage industry’s progress in going paperless and the adoption of eMortgage technology. The results were used to generate media coverage and leads.

These thought leadership pieces also served to drive traffic at industry events. In addition to designing booth graphics and PowerPoint presentations, Arketi drafted speaker and award submissions that helped garner the company recognition at the tradeshows.

Arketi supported Xerox Mortgage Services’ digital marketing efforts by managing ongoing email marketing campaigns, including both promotional and thought leadership communications with prospects and clients. Using its in-house video capabilities, Arketi created videos as call-to-actions in the emails, which discussed relevant trends and highlighted changes in the industry, further promoting the expertise of Xerox Mortgage Services’ executive team.

For the entirety of Arketi’s relationship with Xerox Mortgage Services, Arketi has been responsible for designing, maintaining and writing the content for Xerox Mortgage Services’ website.

Results

Since it started working with Arketi in 2003, Xerox Mortgage Services has grown its revenue more than 1,000 percent. Considering the turmoil the mortgage industry has faced in recent years, this continuous growth is testament to the impact marketing can have when combined with innovative technology.

The work Arketi does with Xerox Mortgage Services is still delivering quantifiable results. In 2011,

92 leads came from the website, of which 16 percent became customers or are in the pipeline;
21 percent of the QuickTour leads were solid leads;
the average net click-through rate for the bimonthly email newsletter was 17.8 percent; and
users spent an average of one additional minute on the website.

View The Work

Click on any sample below

Website

The website places the new messaging – Number 1 Network for Mortgage Document Collaboration – first and foremost. It also showcases logos of customers and partners as proof points for the claim.

Collateral

The Advectis brochure communicates the concept of electronic collaboration between multiple parties.

Collateral

Inside the brochure, a clean layout allows the new messaging to speak for itself, and invites the reader to explore the advantage of BlizDocs in detail.

Collateral

An elegant diagram provides a simple, yet compelling explanation of how the BlitzDocs solution meets the needs of the many parties involved in the mortgage process.

The same diagram forms the basis for an interactive online quicktour, which can be viewed under item 7 in this showcase.

Interactive

The BlitzDocs diagram forms the basis for an interactive online quicktour. Developed in Flash, the 5-minute audio-visual quicktour brings to life the different users of BlitzDocs, who present the solution's features and benefits in their own words.