A 24% Conversion Rate.
500 Leads. 50% Sales Growth.
Highly Converting Digital Campaign Helps Manufacturer Increase Awareness, Drive Leads, Grow First-party Data
Champion Fiberglass®, a manufacturer of electrical products for the commercial and industrial construction market, wanted to grow awareness and generate leads across the United States and Canada while establishing the company as a source of practical industry guidance. Savage built a six-month integrated campaign around a single downloadable resource, the Electrical Conduit Buyer’s Guide, distributed through trade publisher partnerships, LinkedIn, Google, publisher email programs, paid search and social media. Timing worked in the campaign’s favor, since shortages and price increases affecting competing conduit materials had specifiers actively searching for alternatives and open to a resource that explained the options plainly.
more than double the 10% industry average
opted in to receive the guide and enter the nurture sequence
the campaign helped fuel growth
amplified the program
built to support an actual purchase decision
A Strong Manufacturer Desiring Growth
Champion Fiberglass sells electrical conduit and strut into commercial and industrial construction, a market where specification decisions are made by engineers and contractors who research carefully before committing. The company was performing well. It was also reaching a fraction of the audience available to it across the United States and Canada.
Growth requires two things that reinforce each other. The company needed more qualified leads feeding the sales process, and it needed recognition as a source worth listening to on conduit selection, not simply a vendor with a catalog.
Market conditions added urgency. Shortages and price increases were affecting competing conduit materials, which meant specifiers were actively reconsidering choices they had made by default for years. That window would not stay open indefinitely.
Savage Built the Resource the Audience Was Already Looking For
The campaign centered on a single asset: a 10-page downloadable guide titled the Electrical Conduit Buyer’s Guide, offering guidance as a tool to support a product purchase decision.
Content strategy followed audience research rather than product messaging. The team worked from a detailed understanding of who specifies conduit, what problems they are trying to solve and what language they use to describe those problems. Channel insight determined placement. Persona work shaped the communications that described core benefits and prompted a next step.
The guide itself was written to be genuinely useful. It addressed challenges, explained tradeoffs, spoke the customer’s language and offered a comparison of electrical conduit materials. That distinction showed up directly in the conversion rate. People give a real email address for a resource they intend to read.
Six Months Across Every Channel the Audience Uses
Media planning put the guide in front of the right readers repeatedly and in the places they already trust. The six-month program included digital advertising on publisher partner sites, LinkedIn and Google, email campaigns through publishing partners, paid search and organic social media.
Trade publisher partnerships carried particular weight. Borrowing the credibility of a publication the audience already reads shortens the distance between a first impression and a download, which matters when the asset requires a form submission.
Another Asset Was the List
Nearly 500 people opted in to receive the guide, and the landing page converted at 24% against an industry average of 10%.
Every one of those contacts became first-party data, meaning people who chose to hear from Champion Fiberglass and can be reached without depending on platform targeting or third-party cookies. As privacy regulation continues to reshape digital advertising, an owned audience of engineers and contractors who raised their hand is an appreciating asset. Each contact entered a nurture sequence that continued their education about the product and its applications, which extended the campaign’s working life well past the six-month media flight.
The company recorded a 50% year-over-year increase in sales during this period. Many factors contribute to a number like that, including product availability, sales execution and market conditions. This campaign was part of the plan that produced it.
What is a good landing page conversion rate for gated B2B content?
The commonly cited industry average for manufacturing is around 10%. The Electrical Conduit Buyer’s Guide landing page converted at 24%. Rates depend heavily on traffic quality, so a page fed by targeted trade publication audiences will typically outperform one fed by broad display advertising.
Why does first-party data matter for manufacturers?
It is the only audience you control. As privacy regulation and platform changes reduce the reliability of third-party targeting, a list of engineers and contractors who opted in to hear from you remains reachable. This campaign added close to 500 such contacts, each entering a nurture sequence that continued after the media buy ended.
Does gated content still work in B2B?
It works when the resource is worth the exchange. A guide built to support a real purchase decision earns a real email address. A thin download built to capture a form fill earns a disposable one. The 24% conversion rate here reflects the former.
How do trade publisher partnerships improve campaign performance?
They provide reach and inherited trust at the same time. Readers who encounter a resource through a publication they already rely on arrive with less skepticism than readers who meet the same offer through untargeted display advertising.
How long should an integrated B2B campaign run?
This program ran six months across advertising, email, paid search and social. Specification-driven purchases have long consideration cycles, so campaigns need enough duration for repeated exposure. Anything much shorter tends to measure awareness rather than demand.
How do you connect a content campaign to actual sales?
Through the nurture path and the timeline. This campaign generated close to 500 qualified contacts who entered structured follow-up, and the company recorded a 50% year-over-year sales increase across the period. Attribution in complex B2B sales is rarely clean, which is why the honest framing is contribution rather than sole cause.
Build an Audience You Own.
Let us help you grow. Savage creates the content that earns that permission and the campaign that puts it in front of the right people.