Challenge

ON Semiconductor, a leading global semiconductor company, wanted to generate increased sales from its large database of qualified design engineers in four geographic regions (China, Japan, Germany and the U.S.) and in four different vertical markets. ON Semiconductor sought to deepen its relationship with this pool of potential buyers through nurturing activities and then identify sales-ready leads when they were ready to make purchase decisions.

What we did

To meet these objectives, the agency developed a lead generation strategy based on our deep understanding of semiconductor buyers: design engineers hate being marketed to, but are hungry for accurate information on new technologies and techniques for creating cutting-edge product designs. The lead nurturing program linked potential buyers with ON Semiconductor’s high-value content: white papers, application notes, design schematics, technical notes and videos. These not only drove engagement and affinity but also reinforced our client’s reputation as application experts.

The lead generation process involved a number of stages. Nurturing mails and high-impact banner ads in select industry-specific publications in each of the geographies drove traffic to microsites. Here, visitors were able to download relevant technical materials from ON Semiconductor’s resource center. Downloading the free content triggered an intelligent dialog to gather qualifying information and determine if the engineer was ready to be contacted by ON Semiconductor’s sales department.

Every month, these leads received emails with fresh content allowing the agency to track click-throughs and subsequent activities on the microsite for each prospect in the database. In addition, publisher-managed lead generation activities such as webinars and content distribution produced new leads to funnel into the email nurturing program.

Over the course of a year, the program comprised:

  • Four different banner advertising campaigns, in four languages and in 48 different ad sizes = 768 ads per year
  • Netmercials in four languages for four different vertical markets = 16 video banner ads per year
  • Two email blasts for four different verticals in three languages through 23 publishers = 552 emails
  • Twelve landing pages, each updated once a month

Results

The integrated lead-nurturing program produced global campaigns that multiplied ON Semiconductor’s reach, response rates, and customer engagement. This work generated an opportunity pipeline of $5,173,504,170. The program averaged a click through rate of .57 percent, compared to an industry average rate of .22 percent. It also netted a conversion rate of 2.48 percent, compared to the industry average of 0.96 percent. Combined with email-based demand generation activities, the entire program attracted tens of thousands of qualified visitors to the lead nurturing microsites, and thousands of these leads converted by indicating their readiness to start a sales discussion.