The next generation of design engineers are a critical Top Pursuit for Gates Corporation. Our team was asked to help Gates grow its position as the industry leader in an increasingly competitive and commoditized global market where the next generation of design engineers—who are younger and less aware of the brand—may not think to partner with Gates first for the most innovative solutions.
Our goal was twofold:
To position Gates as the “go-to” partner for innovative products and solutions among today’s generation of industrial design engineers and OEMs—and to gain new, high-quality leads.
BMA Colorado Silver Key for Total B2B CampaignLaunch Site »
We created a total B2B lead generation campaign, targeting design engineers across a comprehensive marketing platform. For the hub, we developed an interactive microsite exclusively for design engineers called Gates Design Center, positioning Gates as a visionary partner. We offered free content and tools to inspire, educate and assist design engineers in creating the next generation of high-impact designs.
To drive engineers to the site, we used a strategic mix of media, including:
"The Gates Design Center put our engineering expertise front and center and spoke directly to the OE design engineer on a peer-to-peer level. The message was authentic and sold our people, not our products."
— Libby Olson, Digital Alchemist, Gates Corporation
28% of initial leads have become Sales Qualified Leads (SQLs), more than doubling the initial target of 13%.