3M Australia (Industrial) design, manufacture and market a broad range of abrasives; bonding and adhesive solutions; specialty tapes and products; packaging tapes and equipment.
Their products are used in many industries including metal fabrication; maintenance and repair; food and beverage; building and construction; and transportation.
While exploring B2B lead generation and brand building opportunities, IndustrySearch’s audience was identified by 3M. One of 3M’s additional marketing considerations was a need to work with its network of partners and resellers to support them in generating awareness and winning new business.
An IndustrySearch SitePartner Storefront package was subsequently setup by 3M in 2007. The Storefront is a multi-faceted online marketing solution which provides a number of benefits, including; branding, content publishing and product showcasing. They are used successfully by more than 1,000 Australian companies.
Business and operational managers have an important need for information and IndustrySearch is an established and trusted content resource helping buyers keep up to date and research products and solutions in their industry.
IndustrySearch has approximately 200,000 monthly site visitors and 40,000 daily eNewsletter subscribers and a Storefront provides a targeted and measurable channel to reach an industry-focused audience of decision makers.
Working with resellers and partners
Along with the Storefront’s various features, 3M uses the ‘Partner Linking’ function to create a link to its resellers who also have a Storefront. This actively supports partners in generating business on IndustrySearch.
3M continues to encourage its network of resellers to set up a Storefront and build cobranding links. For resellers this cross promotion builds credibility by demonstrating their association with 3M.
Content Publishing - Products | Case Studies | News | Events
3M uses the publishing capabilities of its Storefront very effectively by continuously uploading all newly available content. This includes their growing list of product solutions, case studies, news releases and events.
These are categorised and displayed in its Storefront and on other high traffic editorial sections of the IndustrySearch website.
Another important channel for editorial is IndustrySearch’s award winning personalised eNewsletter currently received by over 40,000 business decision makers. This acts as an effective outlet for 3M’s informative and influential content, providing high visibility and lead generation from IndustrySearch users.
Growing a network of Followers
Similar to social networking sites like LinkedIn and Facebook, 3M also benefits from the growth of a database of people who choose to ‘Follow’ its Storefront. Followers receive a monthly email featuring all new content published by 3M together with other Storefronts they are following. This is another avenue 3M uses to communicate information to the IndustrySearch marketplace.
Monitoring lead generation, branding and publicity are 3M’s most important goals, and with the tools provided by IndustrySearch the company is able to effectively track and measure results. 3M assesses leads generated as well as clicks to individual content items (news, products, case studies and new releases). This provides a gauge on ROI as well as insights into trends and demand on IndustrySearch.
As a trusted and established website serving the Australian SMB marketplace, 3M continues to view its IndustrySearch Storefront as an important part of its ongoing market reaching strategies, with some of its main outcomes including:
- Sales leads for its products
- Brand positioning to site visitors and subscribers
- Distribution of media releases
- A network of followers
- Additional content visibility on search engines
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