All work

Lead generation
done right

How Huntsman drew in hundreds of prospects using digital channels and tailored content

The quick take

Huntsman Advanced Materials enjoys a strong market position; however, the company knew that inbound marketing could open the door to drive more – and more qualitative – leads. With CBC, the company developed digital lead generation campaigns for the Wind, Marine, and Outdoor sectors and the Aerospace sector that drew in hundreds of leads and live attendees to sector-specific webinars.

About Huntsman Advanced Materials

Huntsman Advanced Materials, a division of the Huntsman Corporation, is a leading provider of advanced epoxy, acrylic, and polyurethane-based polymer products. Serving many of the world’s foremost businesses across virtually every industry, the organisation enables greater innovation, performance, and sustainability to address global engineering challenges and contribute towards a better quality of life.

Scope

  • Gated content assets (white papers, webinar presentations, e-books)
  • Email nurture flow
  • Website landing page
  • Social media campaign

A social media campaign promoted the webinars, focusing on key value drivers at the relevant stage of the buying journey.

Based on the webinar content, a downloadable guide summarised key information and provided another engagement opportunity.

Challenge
B2B buying behaviour has shifted significantly, with much of the purchasing process happening before sales teams engage. Recent studies show that 74% of buyers research purchases online and 62% select products or shortlisting vendors based on digital content. To stay competitive, Huntsman Advanced Materials had to strengthen marketing ROI by finding more effective ways to use digital channels to engage prospects and generate qualitative leads.
Solution
To influence engineers and supply chain teams further upstream in the buying journey, CBC developed a targeted content campaign focused on reducing costs and improving productivity with insights on how to achieve more with fewer resources. This included a webinar, e-book, and LinkedIn posts tailored for specific audiences at earlier stages of the research process. The timing proved especially relevant as manufacturers prepared to restart production following pandemic-related disruptions.
Challenge Solution
B2B buying behaviour has shifted significantly, with much of the purchasing process happening before sales teams engage. Recent studies show that 74% of buyers research purchases online and 62% select products or shortlisting vendors based on digital content. To stay competitive, Huntsman Advanced Materials had to strengthen marketing ROI by finding more effective ways to use digital channels to engage prospects and generate qualitative leads.
To influence engineers and supply chain teams further upstream in the buying journey, CBC developed a targeted content campaign focused on reducing costs and improving productivity with insights on how to achieve more with fewer resources. This included a webinar, e-book, and LinkedIn posts tailored for specific audiences at earlier stages of the research process. The timing proved especially relevant as manufacturers prepared to restart production following pandemic-related disruptions.

CBC helped to promote multiple webinars, focusing on key cost reduction and process improvement opportunities, supported by technical data.

Impact

The Wind, Marine, and Outdoor campaign was exceptionally well received and created over 400 qualified leads. Compared to the price-per-lead of Huntsman Advanced Materials’ traditional marketing activities, this was a huge success. As a result, the campaign will also be used as a template by the company for subsequent lead generation activity, further driving down the cost of future initiatives.

The Aerospace webinar alone generated over 270 registrations, with 130 key people from the industry attending. The feedback from the webinar has been extremely positive, with many attendees stating they would be sure to sign up for all future activities.

CBC
CBC

CBC developed a landing page that was not only essential for expanding the story, but for capturing and qualifying leads.

“CBC initially proved their worth during our divisional rebranding project, which has been instrumental in communicating our value. When it came to digital lead generation, I could not be more pleased with the approach taken and what has been achieved so far together.

We need marketing partners who are willing to challenge our thinking and help us deliver results that raise the bar – in terms of digital marketing, CBC brings a level of professionalism, expertise, and creativity that we have not found elsewhere.

I look forward to seeing what our creative collaboration will produce next.”
Edward Wynne Morris,
Communications Director
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