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Evolving the standard whitepaper
A lead-generating downloadable asset and digital campaign creates value for an audience
Evolving the standard whitepaper
A lead-generating downloadable asset and digital campaign creates value for an audience
Ask
INDUSTRIOS Software Inc. develops enterprise resource planning software for manufacturers in multiple sectors. In a recent campaign, the company wanted to attract a new niche market segment. We had to offer a valuable asset to the new target market — something prospects would want enough to provide their email address in exchange.
Solution
In an effort to elevate the typical whitepaper format, we opted for a graphically-driven, objectively-worded report outlining how the typical pain points in the new target market closely resembled those in a standard manufacturing environment — and how the client’s product has a proven track record of resolving these pain points.
As prospects downloaded the report from the landing page, we entered them into an automated, seven-week email drip campaign that reinforced the main points of the report and encouraged the reader to visit a company blog expanding on the subject.
