Digital Marketing for Engineers Blog

How to Rock Your Next Webinar for Engineers

Posted by John Hayes

Feb 22, 2017 5:53:26 PM


2016 saw marketers buy 50% more webinars at ENGINEERING.com compared to 2015. Other media companies have reported increases in webinars as well. What’s going on?

It seems that marketers love webinars because engineers love webinars.

In this post we’ll explore why that is so, and how to make sure that you rock your next webinar for engineers. First, we’ll examine why in a recent survey marketers ranked webinars as the most effective revenue generating marketing tactic. Then we’ll look at five key things engineers look for to get value from a webinar.

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Topics: Industry trends and research, Marketing to engineers, content strategy

5 Quick Industrial Lead Generation Tips

Posted by Jennifer Shore

Feb 16, 2017 8:44:45 AM

Regardless of your function on the marketing team, you should be working toward one common goal: Generating high-quality leads for your sales team.

We all have struggles, though: Maybe you deal with some finger-pointing between sales and marketing. Or you’re trying to generate a higher volume of leads from organic search.  You could very well be obsessing over the idea of bringing in a $1,000,000 deal (which, hate to break it to you, probably won’t happen off of a first-time engagement).

Whatever your challenges are, there’s room for improvement and ways you can jumpstart problem solving.

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Topics: Lead Generation, Social Media for Engineers, Advanced manufacturing

Mobile Engineering Marketing – the Biggest Missed Opportunity of 2017?

Posted by John Hayes

Jan 26, 2017 10:06:18 AM

There is a huge gap between how engineers consume content and how marketers reach them. This spells opportunity with a capital O.

What if I told you that there was a place where you could find your target market of engineers, where they were engaged all day long, and where none of your competitors were present? And what if I told you that it was yours for the taking, sort of like Google Adwords in 2005, or Facebook ads in 2012, when the price was low and the response was high?

In 2017, that happy hunting ground is in mobile advertising. It isn’t easy to access, but it’s real.

In this post I will prove it with data that shows:

  1. Advertisers are slow to take advantage of the time that people spend on their devices
  2. Engineers are using their mobile devices to access engineering information
  3. Engineering marketers are not planning to spend on mobile in 2017

 Then we’ll talk about three ways to take advantage of mobile to reach engineers.

Btw – mobile advertising is just one of the tactics we’ll explore in our upcoming webinar on Engineering Marketers Budgets for 2017, coming on Thursday, Feb 2nd.  Please join us.

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Topics: Industry trends and research, Marketing to engineers, content strategy

An Engineering Marketers Guide to Lead Nurturing

Posted by Andrew McWhaw

Jan 19, 2017 11:25:40 AM

What makes engineering so special?  Many would answer it’s because engineering is a discipline that betters the world by pushing the boundaries of innovation.  But as we heap praise on engineers for pushing the boundaries of innovation, I’m left asking where is the love for the engineering marketers who innovate in the marketing space? 

I’m always incredibly impressed with how curious many marketers are with nascent marketing tactics.  Regrettably, while many express curiosity, at the end of the day (or quarter) they get so worried about hitting their lead gen goals that they forego experimenting with something new. Instead, they default to  the tactics that are well understood and “good enough”. 

This isn’t the story of marketers playing it safe – It’s the story of a few brave marketers who said, “let’s shake it up and do something new” with a Lead Nurturing Campaign and reaped the rewards.  But don’t take my word for it, take a look at the numbers themselves: 

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Topics: Lead Generation, Industry trends and research, Marketing to engineers, Marketing/sales funnel, content strategy, Lead Validation

33% of Engineering Marketers have Bigger Budgets in 2017. Are you one of them?

Posted by John Hayes

Jan 11, 2017 3:43:37 PM

 

Engineering marketers can learn a lot from each other by comparing how they are allocating their budgets. Every year we run a survey that asks them about their budget plans, and every year the data that comes out is awesomely helpful to all marketers.

How about adding your knowledge to help us all be better marketers? Just complete this 5 minute survey.

Here’s a sneak peek of the 2017 results from the early survey respondents. They tell us that 33% of engineering marketers will have bigger budgets in 2017 than in 2016.

 

You may be asking yourself, is this a new trend? Who are these marketers who have been getting more budget? And how much more did they get?

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Topics: Lead Generation, Industry trends and research, Marketing to engineers, content strategy

How will Engineering Marketers Allocate their Budgets in 2017?

Posted by John Hayes

Dec 15, 2016 11:24:36 AM

Do you want to know what techniques engineering marketers are investing in for 2017?

Of course you do!

The price for getting this information is small - just complete this short survey.

Take the Survey

Once we analyze the results, we’ll share with you all the insights into how other engineering marketers are planning their budgets for next year.

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Topics: Lead Generation, Industry trends and research, Marketing to engineers, content strategy

Survey and Research reports – Two Birds for Engineering Marketers

Posted by John Hayes

Dec 8, 2016 9:24:53 AM

 

There are lots of expressions in the English language that have a barbaric history. “Holding someone’s feet to the fire” is a particularly nasty example. Today people use it to mean holding a person accountable, but it was a literal expression during the Crusades.

“Killing two birds with one stone” is another example. Now it means to solve two problems with a single act. This post is about a marketing tool that does just that.

 

So what are these two birds? In this case, they are market research and content marketing. Specifically, some of our clients are combining market research – delving into their prospects’ needs – with the creation of a lead generation asset from that same research.

It’s a pretty simple formula that won’t break the bank.

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Topics: Lead Generation, Industry trends and research, Email marketing to engineers, Marketing to engineers, Content Promotion

Marketers Struggle to Reach Young Engineers – Here’s Why

Posted by John Hayes

Nov 22, 2016 12:08:51 PM

 

Do your marketing plans target younger engineers?  If so, this blog post will give you helpful insights into how they consume engineering information.

We analyzed the results of a new survey of 1,000+ engineers of all ages to find out how younger engineers behave differently from their older counterparts.

Younger engineers often do the research and specification for the decision makers, so they may well determine whether your solution makes it into consideration. That’s why many marketers choose to target early-career engineers in addition to their more seasoned counterparts.

So how do you reach those younger engineers? Youtube videos? Facebook? 

In this blog post we’ll dig into five ways that the media habits of millennials differ from older engineers:

  • Social media
  • Digital news sources vs print trade publications
  • Smartphone usage
  • Interacting with email
  • Trust in sponsored content  
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Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

Manufacturing Marketers Report Success with Content Marketing: Survey

Posted by John Hayes

Nov 9, 2016 11:10:40 PM

 

The Content Marketing Institute released a survey of manufacturing marketers last week. The headline result is that 59% of manufacturing marketers report more success with content marketing than a year ago.

  

This is undeniably good news for these marketers, and there are a number of reasons for it.

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Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

Engineers are Changing How They Access Information – What’s Next?

Posted by Andrew McWhaw

Nov 4, 2016 10:41:43 AM

 

On Wednesday we published our Market Research Report: How Engineers Find Information that examines the content consumption patterns, content preferences, and industry pain points of today’s engineers.  Based on the survey results of more than 1,000 engineers, our report confirms what many marketers already suspected – engineers are changing how they source, access and consume content. 

In today’s blog post, we’re going to take this research one step further and delve into what comes next.

  

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Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

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