Digital Marketing for Engineers Blog

Anatomy of a Landing Page for Engineers

Posted by John Hayes

Jul 24, 2014 8:25:00 AM

A lot of engineering marketers are running lead generation campaigns these days. Many are trading white papers for contact information.  Just as many are running webinars. 

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Topics: Lead Generation, Content Distribution, Webinars, Landing Pages

Canada’s Anti Spam Legislation is a Big Deal for Engineering Marketers

Posted by John Hayes

Jun 13, 2014 1:34:27 PM

Your CPLs for the Great White North will be going up

On July 1, Canada will implement new anti-spam legislation that is the strictest in the world.  If your marketing territory includes Canada and you send email to the Great White North, then read on.  Continuing your current practices could earn your company a $10M fine.


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Topics: engineering prospects, engineering marketers, Mobile Marketing, Content Distribution, Content Marketing for Engineers, Mobile Marketing for Engineers, engineering lead generation campaigns, anti spam legislation

Reaching Engineers in a Mobile World

Posted by John Hayes

Jun 5, 2014 11:00:00 AM

Almost 20% of engineering visits are on mobile devices

You’ve heard how fast mobile Internet traffic is growing.  But maybe you can ignore it a while longer.  After all, engineers aren’t using tablets and smartphones to do vendor research or product design.  Right?

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Topics: engineering prospects, engineering marketers, Mobile Marketing, Content Distribution, Content Marketing for Engineers, Mobile Marketing for Engineers, engineering lead generation campaigns

Pitching a Story to Engineering Publications

Posted by John Hayes

May 29, 2014 9:41:00 AM

Content marketing works best when you can spread your stories

People pitch stories to every day.  We even have a simple button for it. I read them all, but we don’t publish many.

Here's what it takes to get published:

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Topics: Written Post & Amplification, engineering prospects, engineering marketers, Content Distribution, Content Marketing for Engineers, engineering lead generation campaigns

Balancing Engineering Lead Quotas with Lead Quality

Posted by John Hayes

May 15, 2014 10:30:00 AM

A framework for evaluating your engineering marketing campaigns

How do you get lots of high quality engineering leads?  Let’s try a thought experiment where you have an unlimited budget.  You would document every problem that your products solve.  That would provide you with the background to create hundreds of outstanding downloadable assets, each one about a problem in every relevant industry.  You could then spend your unlimited advertising budget to promote every one of those downloadable assets in every conceivable place.  Essentially, you would run a zillion One:One marketing programs that would cost more than sales people cold calling. 

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Topics: engineering prospects, Marketing Qualified Leads, engineering lead generation campaigns, Engineering Lead Quotas

Decision Authority for Engineering Field Marketers

Posted by John Hayes

Apr 24, 2014 8:00:00 AM

Landing pages and number of fields have a big impact on conversions

form_fieldsMost engineering lead generation campaigns have a standard number of fields.  The lead criteria is set by corporate marketing and includes FIRST NAME, LAST NAME, EMAIL, COMPANY, TELEPHONE. There may be GEO, JOB ROLE or INDUSTRY as well. 

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Topics: engineering field marketers, engineering lead generation campaigns

Content Campaigns for Awareness, Consideration and Decision Making

Posted by John Hayes

Apr 17, 2014 11:01:46 AM

Aligning your content marketing to the engineer’s buying journey

We’ve written before about how important it is to ensure that your content helps the engineer on their buying journey rather than going straight from Awareness to Marketing Qualified Lead


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Topics: Content Marketing for Engineers, engineer's buying cycle, Marketing Qualified Leads

Non-invasive Marketing to Engineers – Native Advertising and Sponsored Content

Posted by John Hayes

Apr 10, 2014 10:56:05 AM

Marketers can leverage publications to improve engagement

Both native advertising and sponsored content for engineers are powerful tools that marketers can use to increase engagement with their awareness campaigns.  

Native Advertising is Display Advertising that gets way higher CTR

You may have heard people use the terms native advertising, sponsored content, paid content and even contracted editorial interchangeably. While there’s still some confusion over terminology, some useful definitions are developing. Most marketers now agree that “Native advertising” refers to display advertising. 

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Topics: Content Marketing for Engineers, Sponsored Content for Engineers

Do you have crappy engineering leads or lazy sales people? The Battle of MQL vs SQL

Posted by John Hayes

Apr 1, 2014 1:10:00 PM

Maybe your marketing team should take over qualifying the sales leads

It happens all too often.  Your marketing team hits their quarterly MQL target, but the sales team doesn’t convert them into opportunities.  Fingers get pointed. 

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Topics: Lead Generation, Marketing Challenges

Aligning Your Content for Engineers with Target Buyer Personas

Posted by John Hayes

Mar 27, 2014 8:49:00 AM

Six ways to create purposeful marketing content for engineering prospects

Developing personas for your engineering prospects is hard work.  We’ve never found a shortcut to understanding what engineers need from your product.  However, once you have the personas you can create purposeful content that aligns with the stages of the engineer’s buying cycle, from awareness to consideration to decision making.

6stepstobettercontentAn Example - Engineering Software Vendor

Let’s say you are in charge of marketing a new cloud-based Bill of Material management software.  The software helps design engineers understand the likely costs of their designs earlier in the product design process.  The software also includes collaboration tools that let the design team communicate costs with suppliers, marketers, sales people and customers.

Let’s also say that your persona for this campaign is an engineering manager at a manufacturer of engineer-to-order products like fire trucks or robotic assemblies.  These people often face challenges developing accurate cost information at the concept stage of development.  As a result, they have cost overruns due to miscommunication between their company, their suppliers and the end customers. 

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Topics: Design Software Engineering, Content Marketing, Content Marketing for Engineers