Digital lead generation done right

Customer behaviour is changing rapidly, and today most of the buying process has typically been completed before the vendor’s sales teams are involved.

Furthermore, customers are now more influenced by digital channels than ever before, with 74% of B2B buyers researching at least half of their purchases online, and as many as 62% selecting products or finalising a vendor list based solely on digital content.

In such an environment, Huntsman Advanced Materials was aware that it needed to up its digital marketing game.

However, the challenge was how to make best use of online channels, such as social media, to identify and capture new leads and encourage prospects to take the next step in the buying journey.

While it was crucial to find the right creative application and value-adding content to capture interest, it was just as important to build a strong digital presence at the right time and place when a potential customer is ready to start their research.

Aimed at aerospace engineers and supply chain teams, CBC created a webinar, e-book guide, and social media posts that focussed on reducing costs and increasing productivity. As ‘cost-out’ initiatives have been affecting the entire value chain for years, this approach proved key for the audience.

The webinar was produced before the pandemic, but this became even more important when it was time to write the e-book guide. Many production lines had been partially or completely halted, and when it came time to ramp up production again, manufacturers would need to do even more with less.

The Wind, Outdoor, and Marine campaign was centred around an engagingly written and presented white paper, which examined how businesses can maximise staff time and minimise the number of hours when critical items are out of action.

Providing a wealth of information that showed how Huntsman Advanced Materials can help to optimise the maintenance and repair process, the white paper was supported and promoted by a social media campaign, email flow, and a dedicated landing page.