Case studies – what works in the chemical space
Generating leads using content promoted via e-newsletter advertising
This case study looks at a lead generation advertorial we ran in the ICIS Reporter newsletter. It shows how we used content, that was of value to our target audience, as part of the process to generate leads for our sales team.
Selecting the right content
For the content we created a white paper called “Budgeting for a new normal”. It looked at the economic outlook for the 2010-12 period and aimed to present some ideas on how the chemical industry might best navigate the next few years, and where we are headed in terms of economic growth and chemical demand.
The white paper had wide appeal for our target audience and contained valuable information that they would find useful. At the same time it helped to show ICIS’ expertise in providing chemical industry intelligence.
Choosing the medium
We opted for the advertorial position in the ICIS Reporter e-newsletter to run our advert to promote the white paper. This position let us integrate our content (advert) with the editorial content, making it more likely that prospects would read, and act on, the call to action in the advert.
In addition the white paper was promoted via other inbound and outbound marketing methods.
If you are interested in running a lead generation advertorial in ICIS Reporter e-newsletter or would like help in creating content for such a campaign contact us today.
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