SUMMARY: National Instruments, a provider of hardware and software for engineers, has products ranging from hundreds to millions of dollars. Consequently, its website serves as both a lead gen engine and an e-commerce hub.
This how-to article covers seven tactics the marketing team used to serve both functions: driving both online purchases and qualified leads for Sales. These tactics include utilizing tools to learn more about visitors and offer recommendations, and using targeted social proof to gain prospect trust.
Joe Rawlinson, Senior E-commerce Product Manager, National Instruments, will present these tactics at the MarketingSherpa B2B Summit 2012, August 27-30 in Orlando.