Digital Marketing for Engineers Blog

Does Social Media Marketing Reach Engineers?  Survey Results

Posted by John Hayes

Oct 8, 2015 10:21:06 AM


We wanted to know whether marketers can count on getting their messages to engineers through social media.  To find out, we posed this question in a survey last month and analyzed the responses from 489 engineers.

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Topics: Social Media for Engineers, Social media, Industry Trends

Why are webinars so effective for engineering audiences?

Posted by John Hayes

Oct 1, 2015 9:57:19 AM

2015 has seen a breakthrough in the number of webinars for engineers that is running. Last month, for example, webinars were booked on every available date. What’s going on?

In this post we’ll explore why marketers and engineers alike love webinars.  We’ll also share two customer stories about different, yet successful, webinars. Finally, we'll share some tips on getting the results you need.

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Topics: Webinars, Marketing for Engineers

The most important thing HubSpot’s Inbound 2015 told us about marketing

Posted by Cecelia Xu

Sep 24, 2015 10:26:52 AM


Whatever you call it – permission marketing, content marketing, inbound marketing – the takeaway from the HubSpot Inbound 2015 conference is this: the sales and marketing climate is changing, and marketers must get all areas of the business to buy into this brave new world.

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Topics: Digital Marketing Trends, conference, Inbound marketing

New survey on how engineers find information

Posted by John Hayes

Sep 17, 2015 10:47:45 AM


I want to share a research piece we’ve been working on with our partners at TREW Marketing to find out how engineers find information online. We surveyed 580 engineers and asked questions such as:

  • How do you interact with enewsletters in your inbox?
  • What are the most valuable sources of information on engineering trends and products?
  • Who do you trust most for publishing news regarding trends, technologies and products?
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Topics: Survey of Engineering Marketers, Webinars

Why does video marketing to engineers work?

Posted by John Hayes

Sep 3, 2015 9:45:15 AM


Why is video marketing uniquely valuable for engaging engineers, more than other audiences? More importantly, how do you create effective video content, and how do you deliver videos to the right audience?

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Topics: Video Marketing

The Future of Engineers on the Internet in 3 Words: Mobile. Video. Social.

Posted by John Hayes

Aug 27, 2015 12:19:00 PM

Here’s a hint: it is toward mobile, video, and social. Mary Meeker at KPCB produces some wonderful research on Internet trends, which I’ll explore in this post in the context of marketing to engineers.

  1. Mobile. 

As your audience of engineers switches their research and consumption habits to mobile, what are the best ways to reach them?

  1. Video. 

Video is one of the best ways to convey complex information, such as how your product works.  In this post well show how fast it’s growing and the biggest challenge engineering marketers face with video.

  1. Social.

Finding places where engineers gather online to talk about engineering challenges can be very rewarding for marketers who use the right metrics.

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Topics: Video Marketing, Social Media for Engineers, Mobile Marketing for Engineers

Engineers are blocking your ads. Whatcha gonna do?

Posted by John Hayes

Aug 20, 2015 11:01:00 AM

The rise of ad blocking software has been a big story in digital media this year.  Just how big an issue has become clearer now thanks to a study that Pagefair and Adobe published last week.

Building a brand is an important part of the job for engineering marketers, and banner ads are a useful way to increase brand awareness.  If banners are blocked, that’s one fewer arrow in the quiver for engineering marketers. 

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Topics: Digital Marketing Trends, Industry Trends, Branding

The flywheel model for engineering marketing

Posted by John Hayes

Aug 13, 2015 10:14:00 AM

Many of our software and hardware customers use a flywheel concept when approaching new product launches. We took a page from their books to draw an analogy to inbound marketing.

Like a flywheel, inbound marketing takes a ton of energy to get started.  But once that flywheel starts spinning, it becomes incredibly efficient at generating leads and awareness with relatively little effort.

The flywheel analogy is an excellent way to explain the value of making an investment in inbound marketing to your senior managers.  It helps them understand that inbound marketing is not a campaign.  Rather it is a long-term strategy that takes some time to yield results.

In this post I’ll dig into why it takes so long and why it’s worthwhile.

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Topics: Engineering Software, Content Marketing, Inbound marketing

Roadmap to Digital Marketing – INFOGRAPHIC

Posted by John Hayes

Aug 6, 2015 3:12:00 PM

Many industrial marketers are still struggling to convince their upper management of the value of digital marketing. In our experience, the best way to do that is to achieve some early wins and use that success to justify further investment.

In the following roadmap to going digital we recommend that you match your efforts to the engineer’s buying journey. But rather than beginning with the engineer’s research stage and working through to purchase, you should start at the end of their journey and work backwards. That is to say, you would start by investing in converting the most prospects into customers at the end of their buying journey. Once that base is in place you can start to invest in bringing more traffic.

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Topics: Digital Media, Digital Marketing Plans, Manufacturing

One size of Blog Posts won’t Fit all your Marketing Goals

Posted by John Hayes

Jul 30, 2015 12:14:52 PM

Hubspot recently published some research on whether marketers should strive for more quality or quantity in their blog posts.  The Hubspot marketers ran their analysis against three objectives, all of which are relevant for engineering marketers:

  • Views
  • Net new leads
  • Subscribers

In this post I’ll contrast what they found with our blog posting strategy.

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