Wendy Covey
Engineers are twice as likely to fill out a form for a CAD drawing than a webinar. WOW! Why is this such a popular content asset, and how do you go about creating CAD content for your company?
Each year TREW Marketing and IEEE GlobalSpec research how engineers and technical buyers seek and consume information to make purchase decisions. For our 2020 research report, we asked this question: “when offered technical content, but asked first to complete a short form, which types of content are most likely to entice you to provide your information?” and as you can see, the results overwhelmingly show the popularity of computer-aided design (CAD) content.
To learn more about why CAD content is so popular, and the process for creating this type of content, I invited Adam Beck, Director of Marketing for CADENAS PARTsolutions onto the podcast.
Providing valuable CAD content to design engineers shows authentic generosity and concern for your customer's success. It also potentially sets you apart from your competition (not unlike Zappos was back in the day with shipping and returns). By providing this type of content, manufacturers can help engineers create their products faster and more efficiently in the most seamless way possible.
In addition to CAD content being an excellent lead generator, CADENAS PARTsolutions research that shows engineers who download are more than 70% likely to buy the product.
During the episode Adam walks through the major steps in creating CAD content, and cautions against static CAD files or giving away too much IP. He encourages industrial manufacturers to invest more deeply in digital tools, not just CAD content, to improve the buyers journey. He recently created an ebook (link below) providing helpful guidance on improving the digital customer experience.
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Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.