CAD and BIM files are not the first thing that comes to mind when it comes to creating content marketing. However, these are two of the most valuable and effective content assets available to component and component manufacturers.
Why do i say that? 82% of CAD / BIM downloads turn into actual sales. I prefer to call them “sales enablers” because they are so effective.
I didn’t get that statistic out of nowhere. This is the result of a study by Study 6 Digital Essentials for Selling & Marketing to Engineers & Architects published by CADEN ASPART solutions. Considering the source, I understand if I’m somewhat skeptical of that statistic (I’m providing eCATALOG solutions and PART solutions). I also read similar statistics on CAD and BIM downloads from several other sources. The sample size for this study is statistically significant. 128,000 engineers and architects were surveyed from more than 500 companies around the world.
Downloaded CAD and BIM files generate real sales
CAD and BIM files are invaluable in generating maker clues
Manufacturers are, of course, reluctant to provide these valuable files. Many of them can be proprietary. They at least want to lock this content behind a simple login form.
Engineers are prepared to provide basic contact information in exchange for what they consider to be an “exchange of value.” According to the 2021 State of Marketing to Engineers report published by IEEE GlobalSpec, engineers are ready to fill out an email for their work, first and last, company name, job title, and a form requesting access to the industry. Valuable content useful for their daily work.
Engineers willing to fill out CAD and BIM download forms
Multiplication effect of CAD and BIM downloads
The 82% conversion rate would be great from any perspective, especially if it comes directly to the production of content marketing. If your sales cycle is long and you need multiple contacts with multiple stakeholders, this is not an easy task. I wrote about the issue of misappropriation in industrial marketing. See also my article, Content Marketing for Manufacturers: Do You Maximize Your Potential?
The same CADENASPART solutions study found that an average of 20.9 components were purchased online for each CAD / BIM download. This is fantastic!
