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Episode Info: This week we hear from a practitioner of using CAD files for lead generation. Nick Goellner shares his success story about how he revamped his manufacturing company website, and, using CAD files was able to achieve an incredible increase in leads. Highlights: Nick grew up with manufacturing and it's in his blood. As a marketing director, he revamped his website and started offering CAD files. [2:30] Reference past podcast MM 068 with John Major where we discuss the strategic use of CAD files. [3:00] Advanced Machinery Engineering is the company Nick mentions. Catalog Data Solutions is the engine behind offering the CAD files. [4:20] By offering CAD files, leads increased from about one per week to multiple leads per day. [6:00] Nick describes the nuts and bolts of how the process works from arriving at the site to getting the file to the sales process to requesting a quote. [8:30] Is offering CAD files a form of content marketing? Both Bruce and Nick believe it is content marketing. [12:20] Offering CAD files (or any regularly produced, high value content), helps make a website sticky. [17:45] If you have a large catalog of standard parts or a configurable custom parts. [19:15] Dorner Conveyor is another example of offering CAD for customizable products. [20:00] Question 1 –  Nick, to get us started, would you please explain to the audience what was the goal of revamping the website and, specifically, what were you hoping to achieve with the CAD file offering? Did you reach your goal?  Could you share some numbers like increases in leads, conversions or even new customers? Question 2 –  Let’s talk a little nuts and bolts. How does the process work, from a visitor searching and finding your site to finding the right file to downloading it and to placing an order? Question 3 – OK, they need to give up information to get the file correct? What do you ask them to provide? What else do you do with the information you collect for file downloaders? Question 4 – What about SEO and pay per click, does offering CAD
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