Driving lead generation with Industry 4.0
social media impressions
Columbus wanted to produce an ROI-driven lead generation campaign with a fresh approach to their content and marketing.
Their ambition was to publish a pioneering report that would provide meaningful insights to engage their audience. This was a challenge for the enterprise because they had never launched a project like this before.
The task: delivering a targeted thought leadership campaign with a full digital ecosystem to showcase Columbus’ content and track the campaign’s ROI.
The ‘Manufacturing 2020’ report was published and positioned Columbus as an authority on the future of manufacturing.
We leveraged Columbus’ relationships with top industry influencers to curate forward-thinking content that resonated with the engineering community. Contributions from Microsoft, Aston Business School and JJ Churchill were featured.
Our design team worked in tandem to develop a distinctive illustrative style to help the content stand out in an over saturated landscape.
The report was followed with a paid social and lead generation campaign.
Following the launch of the report, we saw results almost immediately, and they haven't really slowed since. It has been an extremely successful campaign for us so far and will no doubt continue to be.
Head of Marketing, Columbus
The report was met with critical acclaim, with The Manufacturer MD Henry Anson describing it as “a tremendously important contribution to the debate about the future of our sector”. It was also shared by MIT’s Sloan School of Management on Twitter.
Of the 770 report downloads, 90 were from senior decision-makers in finance or engineering functions at large manufacturing companies – Columbus’ ideal prospects.
The 24-page report was supported with the following:
- campaign strategy
- purpose-built landing page
- suite of digital content
- paid social media campaign targeted to senior manufacturing professionals in the finance or engineering sectors