GENERATING
10,000 OPT-INS
Transforming First-Party Data Collection
Miller Electric Mfg. LLC
In an era of increasing digital complexity and privacy regulations, capturing high-quality first-party data has become a critical yet challenging mandate for B2B marketers.
Miller Electric — one of the top two global manufacturers of welding products — was looking to advance its collection of first-party data. Their legacy data wasn’t yet organized and structured in a way that provided more in-depth customer insight, which created roadblocks to leveraging the information to drive conversions. This was particularly true when it came to understanding emerging market segments like aluminum welding.
Collect meaningful insights on an emerging customer and prospect segment to enable more targeted communications and support potential business growth opportunities.
Customer data with limited insight into the specific welding materials and techniques that audiences were exploring — particularly in the growing aluminum welding market.
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The strategic opportunity emerged from a critical market insight: aluminum welding was rapidly growing in popularity due to the material’s versatility and lightweight properties. However, welders — especially those accustomed to working with carbon steel — faced a learning curve in mastering aluminum welding techniques.
Drawing on research from Think With Google and Boston Consulting Group showing that using first-party data can drive almost three times the revenue, we recognized a unique opportunity. By creating a dedicated communication channel, Miller Electric could educate those interested in the emerging field of aluminum welding while also gathering valuable first-party data.
One key to getting this valuable first-party data is offering the audience something of value in return. In this case, we knew strong content that educated and entertained the audience on a niche topic of interest would be an enticing draw.
As a result, we recommended a targeted quarterly newsletter — AlumaNATION — specifically designed to address the aluminum welding knowledge gap for both B2B and B2C audiences. In this instance, a new newsletter made perfect sense because Miller was already having success with multiple newsletters for different audience segments.
This new dedicated communication tool offered Miller the chance to provide more personalized content that the audience was seeking.
With their new email automation service, Miller was able to get more insights into topics of interest to readers while obtaining more relevant information from them through progressive profiling via the opt-in process. Critically, we also ensured that all data collection methods complied with current data privacy regulations.
Developing a newsletter identity and editorial calendar tailored to aluminum welding.
Creating content that included videos, articles, and listicles covering topics ranging from at-home projects to industrial-level techniques.
Implementing cross-channel promotion strategies, including:
The AlumaNATION newsletter dramatically exceeded expectations. By understanding a niche market opportunity and creating a targeted, value-driven communication strategy, we helped Miller Electric transform their approach to first-party data collection, opening new paths for customer engagement and potential business growth.
Read how 2RM helped both Bobcat and DEVELON develop engaging, audience-centric content experiences to drive measurable business impact — from lead generation to sales lift to brand recognition.
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