Background 

Panasonic Logiscend is the premier Industrial Internet of Things (IIoT) smart material flow management solution for manufacturing. Logiscend has revolutionized material flow in plants around the world, in industries ranging from automotive to retail. Logiscend has helped these plants make a quick and easy transition from paper to IIoT with its associated efficiency, success rate, and cost savings.

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Solution 

A major investment of time was spent on the two key drivers of success: the List and the Offers.

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The offer strategy was tailored to the contact’s persona, with strategic content for C-level titles that addressed their vision for their company 10-15 years out, board accountability for adoption of IIoT and consumer demand for mass customization. We used eBooks and videos to provide what Panasonic sees as the future of manufacturing and IIoT. This eBook has become one of Panasonic Logiscend’s most popular content assets.

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​For plant level personas who have a more localized focus, we offered content that explained exactly how the Panasonic Logiscend system would work for the five potential applications within their plant. Videos, case studies and sell sheets were content formats we tested in our ABM pilot. 

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Results 

This campaign, surpassed its 12-month goal of 60 Marketing Qualified Leads after just six months! It is now 115% to goal