Targeting Verticals with IT and Printer Services | Zoee Arrington from DocuSystems

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds, let the AI do all the work, and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out at pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Zoee from DocuSystems. How are you doing today, Zoee?

Zoee Arrington: I’m doing great. How are you?

Ernesto: I’m doing great, fantastic. It’s great to have you on today’s show. I’m sure our listeners are tuning in to learn what DocuSystems is all about. So in your own words, let’s kick it off with that. Can you tell us a little bit more?

Zoee: Yeah, of course. Thank you so much for having me today. I work for a company headquartered in Myrtle Beach, and we also have a location in Charleston, where I work. Our company name is DocuSystems, and we sell copiers, printers, and managed IT. The thing we pride ourselves on the most is our service in this industry.

Ernesto: Great to hear that. For our listeners to get a good understanding of the company, what would you say is a key problem that you solve for clients?

Zoee: Within the copier industry, our biggest clients are doctors, law firms, travel agencies, and similar businesses. The problem we solve for them is providing reliable printers with exceptional service. Printers, like any technology, break over time, so having someone dependable to fix problems quickly sets us apart from competitors.

Ernesto: Okay, great. Who would you say is a key vertical or segment that you focus on, if any?

Zoee: Law firms, doctors, and travel agencies have been our focus recently, and it’s been really fruitful for us. Essentially, anyone who needs printing services is a potential client.

Ernesto: Definitely. How would someone typically find out about you? What’s your top client acquisition channel?

Zoee: I’ve been in this role for about a year and a half, and I’d say our biggest channel is SEO. Building our presence on Google and keeping us at the forefront of search results has been a major focus for me. We’ve also gained some traction recently with LinkedIn.

Ernesto: That’s great to hear. I’m on your website right now. For our listeners, you can check them out at DocuSystemsInc.com. What role does the website play in client acquisition?

Zoee: Our website is huge for what we do. I actually redesigned it and manage it. Its biggest strength is serving as a resource for our current clients. They can submit maintenance requests, and our dispatch team responds immediately. It’s also a great platform for leads, allowing potential clients to request quotes or reach out.

Ernesto: That’s awesome—something new for me to hear. Are there any tools or methods you’d recommend for lead generation?

Zoee: One thing I’d like to focus on more this year is providing warm leads for my sales team. We do a lot of cold calling, cold emailing, and vertical marketing. SEO remains critical, and I believe investing in a lead generation service can be worth it. Sometimes you have to spend money to make money.

Ernesto: Definitely agree. Let’s switch gears a little, Zoee, and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Zoee: I focus on maintaining a positive atmosphere within the organization. That means setting up meetings, discussing next steps, and boosting morale. Beyond that, I handle recruiting, ensuring we find the right people for our team, which is crucial for a small-to-medium-sized business. I also manage our website, build SEO, write blog posts, and focus on email marketing, which has yielded great results.

Ernesto: Sounds like you know what you’re doing—awesome to hear. Let’s jump into our next section, the rapid-fire question round. Are you ready?

Zoee: Yeah, let’s do it.

Ernesto: First off, what’s the last book you read?

Zoee: The last book I read was Greenlights by Matthew McConaughey.

Ernesto: Interesting book. What’s one thing your company is focused on the most right now?

Zoee: Increasing copier sales.

Ernesto: If there were no boundaries in technology, what’s one thing you’d fix for your role as a marketer today?

Zoee: I’d love to have a set budget for marketing. It would help me delegate tasks effectively, create warm leads, and invest in bigger projects over time. A stable budget is crucial for long-term planning.

Ernesto: Absolutely—budgets are always a big issue for marketers. If you could automate one repetitive task, what would it be?

Zoee: The initial Zoom call I do with candidates. While I don’t mind doing it, it would be great to have an automated way to ask and answer standard questions while still capturing a sense of the candidate’s personality.

Ernesto: Lastly, with all your experience, what’s one piece of advice you’d give yourself if you were restarting your journey as a marketer today?

Zoee: Focus on vertical marketing sooner. When I started, I thought reaching more people was better, but I’ve learned that targeting warm leads within specific verticals is far more effective.

Ernesto: Great advice. Thank you so much, Zoee, for being on the show. If someone forgets everything about this interview, what’s the one thing they should remember about DocuSystems?

Zoee: We’re the place to go for exceptional service, whether you need printers, managed IT, or cybersecurity. You’ll get great service along with it.

Ernesto: You heard it here. Check them out at DocuSystemsInc.com. Zoee, thanks so much for being on the show. To our listeners, thank you for tuning in. Looking forward to our next episode on Pathmonk Presents.

Zoee: Thanks a lot, Ernesto.