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Lead Generation Microsite: 3DS SOLIDWORKS
The Project
Solidworks, a leading 3D design program, wanted to reach more IOT entrepreneurs through an integrated campaign of online advertising, email, and social content anchored by a dedicated site with incentives for qualified leads.
I was responsible for the main pieces: 1. finalizing the site and 2. creating a set of five interactive eBooks with case studies capabilities, and links to connect users with deeper dives on the primary Solidworks site, and 3. Social posts and online ads that would bring qualified leads into the marketing and sales stream.
Stakeholder Interviews
I posed questions during intake sessions with clients to better understand the messaging and end goals. My questions centered on understanding the target groups, selecting and prioritizing elements for creating content, and clarification on technical information that would be vital to the users.
We identified the following groups from the broad set of prospective clients, divided according to Specializations and Roles.
Specializations: IOT, CAM, Simulation, Prototyping, Manufacturing, etc.
Roles: Entrepreneurs/startups, product development, project managers, etc.
Market Analysis
I conducted a competitor analysis to better understand the landscape and for cues about messaging. The analysis involved other leading 3D software companies and IOT companies, as well as industry blogs and trade journals.
Content Deep-Dive
Working in tandem with the lead copywriter on the project, I researched the Solidworks.com archive for content relevant to our primary user groups. We uncovered dozens of case studies for the applications of the technology which would greatly enhance the narrative and overall appeal of the content.
Many of the case studies we selected became central to the imagery and messaging throughout the project, providing real-world examples to support the feature/benefit mentions requested by the client.
How the Research Shaped the Project
While the site was minimal and required only a few iterations, the interactive PDF eBooks were more involved. They had to do most of the lifting in enticing people to not only sign up to receive information, but serve as leave-behind pieces that would lead users into a deeper exploration of the software via solidworks.com.
The wealth of resources we discovered during the deep-dive opened up the possibilities of what we could show, and we did several tests to decide how best to deliver the best message possible.
The results were a set of rich media PDFs that included links to site pages and videos, but also numerous visuals previewing the case studies and even an interactive 3D model embedded in the document.
The Results
The project was the most successful lead-generation initiative of the year for Solidworks. They embraced the format and adapted our concept throughout the entire Solidworks site over the next 12 months.
The results were a set of rich media PDFs that included links to site pages and videos, but also numerous visuals previewing the case studies and even an interactive 3D model embedded in the document.
The project also won Platinum at the 2016 AVA Digital Awards.
