What is Sales and Marketing Strategy of Quad/Graphics Company?

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What is the Sales and Marketing Strategy of Quad?

Quad has transformed from a commercial printer to a marketing experience company. This evolution involves a strategic focus on integrated, data-driven solutions. The company aims to simplify marketing challenges and enhance customer experiences.

Quad's strategy now centers on providing comprehensive marketing solutions. This includes creative, media, production, and analytics. The company leverages data to deliver personalized customer experiences.

Quad's sales and marketing strategy is built around its evolution into a marketing experience (MX) company. This involves a multi-faceted approach to reach and engage clients, emphasizing integrated solutions and data-driven insights. The company's offerings span creative services, media planning and buying, sophisticated production capabilities, and advanced analytics, all designed to help brands connect with their audiences more effectively.

The company's go-to-market strategy involves direct sales teams focused on building relationships with clients across various industries. Marketing efforts are heavily reliant on content marketing, thought leadership, and digital channels to showcase their expertise in integrated marketing. They highlight their ability to manage complex campaigns from concept to execution, often demonstrating the ROI of their services through case studies and data analysis. For instance, their Quad/Graphics BCG Matrix analysis helps clients understand their product portfolio's market position.

The company's sales strategy is built on a foundation of direct sales teams engaging with a broad client base, serving approximately 2,900 clients globally. This B2B focus is central to its approach, offering integrated marketing solutions tailored for brands.

Direct Sales Engagement

The company employs direct sales teams to cultivate relationships with its extensive client roster. This direct approach is key to understanding and meeting the specific needs of businesses.

B2B Focus and Integrated Solutions

A significant portion of its sales efforts are directed towards business-to-business relationships. The company provides an integrated marketing platform designed to enhance brand marketing efforts.

Digital Services Expansion

While print remains a core offering, there's a strategic emphasis on digital services, which now account for 22% of total revenue. This includes the growth of its In-Store Connect retail media network.

Retail Media Network Growth

The company is expanding its retail media network, partnering with grocers to increase its footprint. This move signifies a push towards omnichannel integration, connecting physical and digital customer experiences.

The evolution of the company's sales channels reflects a strategic pivot from traditional printing to data-driven, integrated solutions. This shift is supported by strategic acquisitions, such as the April 1, 2025, acquisition of co-mailing assets, which bolster its existing platforms and deliver postal savings. Maintaining strong client relationships is paramount, with its top 10 customers contributing approximately 20% of sales. Furthermore, investments in proprietary data stacks are aimed at driving new revenue through enhanced audience intelligence and activation services, a key aspect of its Marketing Strategy of Quad/Graphics.

Key Sales Drivers

The company's sales strategy is multifaceted, incorporating both traditional strengths and forward-looking digital initiatives. Its success is underpinned by a commitment to client relationships and strategic growth.

• Direct sales teams for client engagement.
• Integrated marketing platform for B2B clients.
• Expansion of digital services, representing 22% of revenue.
• Growth of retail media networks through strategic partnerships.
• Acquisitions to enhance service offerings and client benefits.
• Leveraging proprietary data for audience intelligence and activation.

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The marketing tactics employed by the company are a blend of digital innovation and traditional strengths, all underpinned by a robust data-driven approach. This strategy aims to enhance brand visibility, cultivate potential customers, and ultimately boost sales across various sectors.

Content Marketing and SEO

The company actively publishes insightful content on its website, addressing industry challenges and offering solutions. This focus on valuable information supports their search engine optimization efforts.

Data-Driven Audience Targeting

Leveraging a proprietary household data stack covering 92% of U.S. households as of July 2025, tools like Audience Builder 2.0 enable precise audience segmentation and personalized outreach.

Omnichannel Campaign Integration

The company excels at connecting physical direct mail with digital engagement, creating seamless omnichannel experiences for consumers. This integration enhances campaign effectiveness and reach.

Paid Advertising and Email Marketing

Paid advertising and email marketing are key components, with a strong emphasis on optimizing return on ad spend. Solutions like At-Home Connect exemplify this by merging email personalization with direct mail impact.

Social Media and Influencer Engagement

The company utilizes social media platforms for brand collaborations, as demonstrated in their work with various brands. While specific recent influencer partnerships were not detailed, it remains a utilized channel.

Traditional Print Channels

Building on its legacy, the company continues to leverage print channels for magazines, catalogs, and direct mail. These traditional methods remain a core part of their marketing mix.

The company's marketing strategy is characterized by a deep integration of artificial intelligence across its marketing experience offerings. This includes advanced capabilities in audience building using natural language, predictive modeling, and AI-powered creative assistance for brainstorming and content generation. This strategic evolution positions the company not just as a printer, but as a comprehensive marketing partner focused on high-margin, technology-driven solutions, reflecting a key aspect of the Growth Strategy of Quad/Graphics.

AI Integration in Marketing

The company is actively integrating AI into its marketing services, enhancing capabilities from audience segmentation to content creation. This focus on technology is central to its evolving business model.

• Natural language audience building
• Predictive modeling for campaign optimization
• AI-powered brainstorming assistants
• Text-to-image generation for creative assets

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Quad/Graphics positions itself as a marketing experience (MX) company, aiming to simplify complex marketing challenges for brands. Its strategy centers on an integrated marketing platform that covers creative, production, media, and intelligence, promising a 'better marketing experience' by connecting brands with consumers across various touchpoints.

Integrated Marketing Experience (MX)

The company offers a unified marketing platform, integrating creative, production, media, and intelligence services. This approach aims to provide a seamless and effective marketing experience for clients.

Data-Driven Audience Targeting

Leveraging proprietary household-level data, the company enables precise audience targeting. This data-fueled strategy is designed to enhance campaign performance and maximize return on investment.

Heritage and Innovation Blend

Quad/Graphics builds its brand identity on a strong print legacy combined with a commitment to innovation. This 'maker culture' emphasizes a hands-on approach to client work and a transformation into a comprehensive marketing solutions provider.

Strategic Expansion and Recognition

The company has invested in AI and expanded into areas like branded solutions, a market valued at $26.6 billion as of March 2025. Quad was ranked number 21 in Ad Age's largest agency companies in 2025 and recognized by MM&M for healthcare marketing excellence.

Understanding Quad/Graphics' target audience involves recognizing their need for simplified, effective marketing solutions. The company's business strategy focuses on leveraging its integrated capabilities and data insights to meet these needs. This approach is crucial for their sales strategy, as it allows them to offer tailored solutions that address specific client challenges in areas like direct mail marketing and commercial printing. Their go-to-market strategy for new services likely emphasizes these integrated benefits and data-driven results, aiming to attract and retain clients by demonstrating clear value and ROI. The company's sales tactics for large enterprises would likely focus on these comprehensive solutions and the ability to manage complex campaigns across multiple channels.

Brand Positioning Evolution

Quad/Graphics has strategically evolved from a traditional printer to a holistic marketing partner. This shift is central to its brand positioning in the market, emphasizing its expanded capabilities beyond print.

Customer Acquisition Approach

The company's approach to customer acquisition likely involves highlighting its integrated marketing experience and data-driven targeting. Demonstrating how it simplifies complex marketing challenges is key to attracting new clients.

Key Marketing Campaign Elements

Key elements of Quad/Graphics' marketing campaigns focus on its unique selling proposition: seamless integration and data-fueled strategies that boost performance and ROI. This forms the core of its marketing strategy.

Digital Marketing Services

While rooted in print, the company has expanded its digital marketing services. This diversification is crucial for its overall business strategy, allowing it to offer a more comprehensive suite of solutions to clients.

Lead Generation Strategies

Quad/Graphics' lead generation strategies likely leverage its expertise in data analytics and integrated marketing. The goal is to attract clients seeking efficient and effective marketing outcomes.

Customer Segmentation Focus

Understanding their target audience involves recognizing the needs of brands seeking to optimize their marketing efforts. This segmentation informs both the sales and marketing strategy, ensuring relevant solutions are offered.

Quad/Graphics Competitive Edge

Quad/Graphics differentiates itself in the printing industry and broader marketing landscape through its integrated marketing experience (MX) approach. This strategy combines traditional strengths with innovative digital capabilities and data analytics.

• Integrated Marketing Platform: Offering a full spectrum of services from creative to intelligence.
• Data-Driven Precision: Utilizing proprietary data for highly targeted campaigns.
• Client-Centric Solutions: Focusing on simplifying complex marketing challenges for brands.
• Commitment to Quality: Maintaining high standards in client relationships and service delivery.

This comprehensive approach is fundamental to the Revenue Streams & Business Model of Quad/Graphics, enabling them to cater to a diverse client base and adapt to evolving market demands.

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Quad/Graphics' sales and marketing strategy is characterized by a series of targeted campaigns designed to leverage its evolving capabilities. These initiatives focus on enhancing in-store retail experiences, optimizing direct mail, and utilizing advanced data analytics for precision marketing.

In-Store Connect Retail Media Network Expansion

This ongoing campaign focuses on expanding the In-Store Connect retail media network. By Q1 2025, it had grown to over 45 locations, including new partnerships with Vallarta Supermarkets and The Save Mart Companies. This initiative aims to boost product sales for participating brands, with reported lifts ranging from 5% to 20%.

At-Home Connect by Quad Launch

Launched in 2025, this intelligent, automated direct mail platform merges email personalization with the impact of physical mail. The campaign's goal is to offer an omnichannel direct mail approach, integrating real-time customer data to improve response rates and maximize return on ad spend.

Audience Builder 2.0 Release

Released in Q2 2025, this AI-powered data tool enhances media buying precision. It leverages Quad's proprietary household-based data, covering 92% of U.S. households as of July 2025, to improve audience intelligence and increase response rates for hyper-targeted campaigns.

Creative Agency Campaign Success

Quad's creative agency, Betty, contributed to a successful campaign for Natrol, earning recognition among Ad Age's top agencies. This highlights the company's integrated approach to marketing and creative services as part of its broader business strategy.

These key campaigns demonstrate Quad/Graphics' strategic shift towards becoming a data-driven marketing experience company, integrating physical and digital channels to achieve measurable results for clients. Understanding these initiatives is crucial for grasping the Competitors Landscape of Quad/Graphics and their approach to customer acquisition.

Retail Media Network Growth

The expansion of the In-Store Connect network to over 45 locations by Q1 2025 signifies a strong push into physical retail advertising solutions.

Omnichannel Direct Mail

At-Home Connect by Quad aims to bridge the gap between digital and physical marketing by offering an intelligent, automated direct mail platform.

Data-Driven Precision

Audience Builder 2.0 enhances media buying through AI and extensive household data, aiming for hyper-targeted campaigns and improved response rates.

Creative Excellence

The success of Betty's campaign for Natrol underscores the company's integrated approach to marketing, including creative development.

Focus on Physical Retail

The strategy capitalizes on the resurgence of physical retail by offering integrated in-store advertising solutions.

Addressing Digital Fatigue

The At-Home Connect platform is designed to combat digital fatigue by offering a more tangible and personalized direct mail experience.

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