With 3D CAD Downloads, Manufacturers Have an Enormous Content Library at Their Fingertips to Drive Sales and Improve Online Customer Experience.
Today’s marketing teams have a new approach toward finding new leads: they want to draw customers in, and they do that by creating helpful, relevant content. This approach is called content marketing.
Content marketing for many businesses include whitepapers, eBooks, blog posts, videos etc. This content takes real work for marketers to create, publish and share. Component manufacturers have a marketing edge here: They can provide downloadable product information and 3D CAD models based on engineering data for their physical products (don’t worry, your design IP is protected by providing a “form, fit and function” model).
This relevant information is the type of content engineering customers want because it’s fast, easy and self-serve, offering them more information for their purchasing decision. In an online CAD configurator, each digital download is a piece of content for the customer.
Exponential Lead Growth
By deploying an interactive product catalog on their website, manufacturers have an enormous content library at their fingertips. Each part download is a piece of content that customers need and will return when they need another part. This not only gives the manufacturer’s marketers great, evergreen content but also draws in customers from across the web searching for a part.
Most importantly, downloads of 3D CAD models are exactly what the customer needs. By giving customers the content they are looking for (and 3D PDF datasheets to share with team members who don’t have CAD access), you are building a pipeline of qualified leads.
Additionally, the CAD downloads also give customers the information needed to move them down the marketing funnel toward a complete purchase.
Each download has built-in meta data that includes the part number, manufacturer information, and information on how the customer can purchase the physical product. Not only does this ensure that the manufacturer’s information remains in the product when it’s downloaded but it also provides the customer with the next step to purchase the product.
Industrial marketing expert Achinta Mitra calls these 3D CAD models with designed-in information “supercharged content assets” or “sales enablers,” and he’s absolutely right.
81% Sales Conversion = Big ROI
Yes, that’s right. When asked how often a customer will purchase a part they download, 81% of customers say they actually buy the same product they downloaded. But they don’t just make one purchase per download; manufacturers are producing many products from the single design, resulting in a multiplication effect. In reality, one downloaded part results in 18.3 purchased parts.
So, if you’re a marketing manufacturer looking to drive more sales from your content library, 3D CAD downloads should be you bread and butter.
When manufacturers implement a CADENAS PARTsolutions catalog on their website, they have access to our lead tracker tool. This tool enables the manufacturer to track new leads from their online catalog in real time. It also integrates seamlessly into your existing CRM and marketing automation platforms.
While nearly all marketing teams know content marketing is vital to generating leads, content type is also essential. 3D CAD downloads are surefire lead generators that have longevity and a huge return on investment. And, giving them to customers for free and on-the-fly makes for an unbeatable online customer experience.
Happy customers, seamless integration into your existing lead tracking and CRM tools and an arsenal of content… what other marketing tool beats this? Share with us your thoughts on how an online CAD configurator can bring your sales and marketing teams closer together.
To see how the product catalog boosted sales for Bison Gear and Engineering, read their story or check out the video above.
Follow the blog series: Digital Customer Experience for Industrial Manufacturers
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