PANDUIT

Many electrical engineers, specifiers and contractors are unaware of even some of the simplest solutions that can mitigate safety hazards to workers – like cable cleats from Panduit. Simple to install and highly effective, cable cleats keep power cables from whipping about violently and often catastrophically in the event of a short circuit fault. Electrical safety is a serious topic with serious implications, so we helped Panduit credibly enter the conversation by creating a custom lead generation program with an industry-leading publication.

Partnering with EC&M – a leading electrical systems publication – gave us insider access to their subscriber base. We sent them a survey to learn their viewpoints on electrical safety and to find out what they knew about mitigating hazards. The responses were eye-opening. Electrical engineers, specifiers and contractors cared deeply about safety, but weren’t aware of many of the solutions that could have an enormous impact on their worksites. We used these insights to create a co-sponsored, custom research report with EC&M, helping the industry understand the best practices to better manage electrical cables.

As part of our sponsorship, EC&M promoted the research results and report as native content through their well-established platforms and to their existing audience lists. This helped drive substantial traffic to the landing page and, ultimately, a significant number of leads for Panduit. In fact, this custom program achieved double the amount of EC&M’s lead generation benchmark and resulted in a more than 150% increase in automated qualified lead conversion compared to Panduit’s previous lead generation campaign.