Promotional B2B Manufacturing Marketing Strategy
We structured the B2B manufacturing marketing strategy to highlight the difference between a water-cooler and water-cooler chillers across multiple channels, including a series of videos. The purpose of documenting the strategy and creating cohesive content across channels was to engage prospective customers and drive sales leads to the sales team (sales enablement).
Content Planning and the Customer Journey
When planning the promotional marketing content, we considered the customer journey, how to develop content that speaks to customers’ needs and concerns, and how they evolve over the decision-making journey. We also considered different ways for customers to discover and engage with Aggreko’s content such as SEO, serendipitous and socially optimized content.
Promotional Videos
Based on the customer journey, Pace Creative wrote the script for, animated, and produced four promotional videos to educate customers about the water-cooled chillers to drive users from YouTube. We also developed a custom online calculator to help qualify leads.
Developing a Customer-Centric Microsite
The promotional videos were intended to direct users to the microsite with an interactive tool. We also designed and developed a microsite to host these videos along with the calculator to act as an assessment tool.
Distributing Assets Across Channels
Pace Creative launched the promotional assets that made the marketing strategy across multiple channels – including social media, emailers, and direct mail. to drive leads to promote the campaign.
Digital Paid Ads
To make the campaign even more successful, we launched paid ads in our promotional strategy. This included a series of PPC ads to resonate with awareness, interest, and consideration content.
Launch Playbook
Pace Creative created a launch playbook directed toward the external and internal sales teams to align their efforts with the campaign and key messages to use at each stage of the sale cycle to help close the deal.
