How do you telescope the buying process?
SITUATION:
Back in 1998, when the Internet was in its infancy, most companies were using their Web sites as electronic ads and literature pieces. We realized that the design engineers who specified Viking pumps wanted useful information, not a sales pitch.
STRATEGY:
Use the relatively new power of the Internet to efficiently educate Viking sales reps and design engineers worldwide.
TACTICS:
Create a programmed-learning "Pump School" Web site to reach and educate people anywhere in the world at their convenience. Keep the content and delivery simple to facilitate the slow Internet connections in some parts of the world and limitations of viewers who use English as their secondary language.
RESULTS:
People who "attended" Pump School came away with a better understanding of pump dynamics and Viking pumps and were further along the purchasing process.
