Custom Marketplace Analysis:
Endeavor Business Media
Endeavor Business Media, a global B2B media group and publisher, wanted to develop a new content marketing strategy for a major manufacturing client of electrical engineering equipment. To do so effectively, they needed to better understand end-user perceptions towards specific product categories across the entire buyer’s journey. Specifically, they wanted to study the overall sentiment of distributors and installers toward their switch gears, circuit breakers and motor control centers.
Metric Centric developed a Custom Marketplace Analysis (CMA) program that was structured to collect data for each product line in online conversations from end-users gathered across engineering, manufacturing and industrial websites, blogs and forums. A competitive brand analysis was also provided to benchmark sentiment and perceptions toward their OEM clients versus direct competitor products.
Our analysis helped Endeavor Business Media uncover specific concerns toward certain product applications based on feedback provided by electrical engineers and installers. This helped Endeavor identify key messaging points to highlight in upcoming media and communications initiatives. It also enabled Endeavor to propose additional content marketing programs that would position their OEM client as a thought leader across the electrical engineering marketplace.