Ricoh

Turning complex technology into global sales success

Introduction

Ricoh, a global leader in technology and office solutions, was seeking a partner to transform its global marketing and sales strategy. The assignment was complex: how do you make advanced products not only understandable but also memorable for a diverse international audience?

To engage a diverse international audience, livewall created an integrated ecosystem of interactive tools, gamified experiences, and AI-driven content creation. This innovative approach reshaped the way Ricoh connects with customers, generates qualified leads, and supports its global sales teams.

The challenge

For a global player like Ricoh, the product portfolio is broad and technical, ranging from advanced printers to complete solutions for the modern workplace. Ricoh wanted to translate complex technical messaging into clear benefits that resonate with a diverse global audience.

While increasing both the quality and quantity of leads, equipping regional sales teams with consistent tools, and accelerating content production across markets.

The Insight

The ‘Aha!’ moment came from a simple human truth, reinforced by research: people don’t just remember facts, they remember what they experience. In B2B, prospects are often overloaded with technical information, but studies show that interactive experiences and creative content tap into the human side of decision-making, making the story resonate more deeply and stick longer. Our crucial insight was that we needed to transform the prospect from a passive listener into an active participant, creating not only understanding but also emotional connection.

Instead of pushing information, we needed to invite prospects to play, discover, and build for themselves. This principle of learning by doing creates a deeper, more emotional connection with a product than any datasheet ever could. A prospect who configures their own ideal meeting space doesn’t just read about Ricoh’s benefits, they experience them. That interaction becomes the bridge between attention and memory, and the key to turning curiosity into a qualified lead.

Idea & implementation

We didn’t just create a campaign, but a concept that reimagined Ricoh’s customer journey. Instead of pushing information, we gave prospects control. Turning exploration into an interactive experience.

With digital configurators, complex ideas became tangible; with animations and creative content, Ricoh’s offerings became easier to understand; and with tailored tools, sales teams could make every conversation more relevant. The result is a scalable approach that drives continuous demand generation and supports Ricoh’s mission of technological innovation.

The implementation

To bring the Ricoh Engagement Ecosystem to life, we developed and implemented a series of concrete deliverables:

Interactive lead generation (configurators):
- Printer configurator
  An intuitive tool that allows users to build their ideal printing solution step-by-step. Through gamification elements, the user is motivated to complete the process.
- Meeting space configurator
  A visual and interactive flow that helps companies design their perfect collaboration environment using Ricoh's hardware and software.
Demand generation & sales enablement:
- Visual content & traffic drivers
  Development of high-quality media, ads, and social content to drive relevant traffic to the interactive tools.
- Event assets & explainer videos
  Digital and physical materials that make Ricoh shine at events, and clear animated videos that explain complex solutions simply.
Innovation & scalability (AI):
- AI-driven content creation
  Implementation of tools that allow Ricoh's global marketing teams to generate market-specific content and visuals at scale.
- Efficient translation management
  AI support to drastically speed up translations and localization of campaigns and to streamline internal communication.

The results

The implementation has fundamentally changed how Ricoh approaches the market globally. The results are a direct answer to the challenges and prove the power of interaction.

The interactive configurators are designed to deliver better-informed leads, making the step from MQL to SQL more seamless. Engagement levels appear higher as prospects spend more time exploring and interacting with the products instead of passively consuming content. By educating themselves early, sales conversations can become more relevant and decisions easier to reach.

At the same time, AI-driven content creation and localization help shorten time-to-market for global campaigns, allowing production cycles to move much faster.