EPSON NORTH AMERICA

CHALLENGE
As a B2B marketing agency, Jadi partnered with Epson, a global leader in projection technology, to address increasing complexity in the high-lumen category. As innovation accelerated—laser light sources, longer lifespans, and enhanced color performance—buyers faced growing confusion, while competition intensified across enterprise customers and channel partners.

Epson needed to:
• Differentiate PowerLite performance, reliability, and long-term value
• Speak effectively to both end users and reseller/channel partners
• Launch multiple product tiers within a unified product marketing strategy
• Drive demand in a rapidly evolving AV and technology market

STRATEGY
As a B2B marketing agency, Jadi developed a unified technology marketing and product marketing strategy designed to simplify complexity and reinforce Epson’s category leadership.

Core idea:
Don’t just sell specs—demonstrate real-world performance and long-term value.

We built a strategy that:
• Anchored messaging around Brightness. Reliability. Partnership.
• Translated technical innovation into clear, visual proof points
• Created audience-specific messaging frameworks:
– End users → performance and real-world impact
– Channel partners → profitability and ease of selling
• Positioned Epson as a long-term partner in performance and innovation

APPROACH
Jadi developed and executed an integrated B2B marketing and channel marketing strategy across the full funnel.

1. Market Segmentation & Positioning
• Defined key verticals (education, corporate, large venue)
• Aligned product tiers to real-world use cases
• Built a clear product marketing hierarchy across the portfolio

2. High-Impact Creative System
• Visual storytelling showcasing “see the difference” performance
• Side-by-side comparisons in real environments
• Motion and animation to highlight product innovation

3. Integrated Marketing Campaign (Omnichannel)
• Paid digital, display, and social campaigns
• National media placements across AV, education, and business outlets
• Trade show activations and live demonstration environments

4. Channel Marketing & Enablement
• Dealer kits, retail POS, and product collateral
• Tools to support reseller sales and real-time demonstrations
• Messaging frameworks and training systems for partners

5. Full-Funnel Demand Generation
• Awareness → high-impact creative and media
• Consideration → product education and comparison tools
• Conversion → channel enablement and direct-response assets

OUTCOME

Market Leadership Strengthened
• Maintained position as the #1 projector brand globally
• Achieved 51% global market share in projector volume
• Earned multiple industry awards and recognition

Product & Category Growth
• Successfully supported high-lumen and laser product launches
• Increased adoption across enterprise, education, and large-venue markets

Brand & Demand Impact
• Improved clarity and differentiation in a complex B2B category
• Strengthened Epson’s position as both an innovation leader and trusted partner

Channel Performance
• Improved ease of selling for reseller partners
• Increased partner engagement through stronger tools and messaging
• Live demo experiences became a key driver of conversion

BOTTOM LINE
Jadi helped Epson move beyond product marketing—building a scalable B2B demand generation system that translated innovation into clear, compelling value. By combining technology marketing, product strategy, and integrated campaigns: We made category leadership visible, understandable—and easier to sell at scale.

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To learn more, visit:
Epson