Digital Marketing for Engineers Blog

Telling an engineering story that will generate leads

Posted by John Hayes

Feb 4, 2016 11:00:00 AM

Bruce McDuffee of MM Matters was kind enough to invite me to speak on a podcast about, How to tell a lead generating engineering story.

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Topics: Sponsored Content, Lead Generation, Sponsored Content for Engineers, Storytelling

Email for Industrial Marketing – Back from the Dead?

Posted by John Hayes

Jan 21, 2016 12:54:41 PM

Marketers and tech gurus have long been calling for the death of email.  Now that spam filtering tools in Gmail and Clutter for Outlook have made it harder to get through to engineers, and services like Slack are replacing some email altogether, their arguments are getting even stronger. 

What’s a marketer to do?  If email stops working, how else will you get responses to your white paper or free trial campaigns at a reasonable price?

Read on to learn what engineering marketers are planning for email in 2016.

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Topics: Digital Media Trends, Digital Marketing Trends, marketing spend, Email marketing

Manufacturing marketing is moving to digital media

Posted by John Hayes

Jan 14, 2016 3:11:16 PM

Manufacturing marketers run different campaigns than their colleagues in software and services, and not just because they spend more on print media.  They are also more likely to allocate big budget dollars to content creation and distribution.  This is just one finding from a 2016 survey of engineering marketers about how they will allocate their budgets in 2016.

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Topics: marketing budget, marketing spend, Manufacturing, Marketing Survey, Industry Trends, Industrial Content, Manufacturing marketing, Industrial marketing

Top Three Trends for Engineering Marketers in 2016

Posted by John Hayes

Jan 7, 2016 12:59:36 PM

In this first post of the New Year, we’ll share a sneak peek into what over 100 of your fellow engineering marketers will be prioritizing in 2016. 

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Topics: Video Marketing, Digital Marketing Trends, Webinars, marketing spend, Industry Trends, Case studies

How are engineering marketers spending their budgets in 2016?

Posted by John Hayes

Dec 17, 2015 8:47:42 AM

How does your 2016 budget compare with other engineering marketers? What campaigns will they run?  What marketing strategies are most important?

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Topics: Survey of Engineering Marketers, Content Marketing, maketing budget, Marketing Survey, Industry Trends

Lead Generation Forms – What’s Too Much Information?

Posted by Roopinder Tara

Dec 3, 2015 9:19:31 AM

Marketers tend to get greedy when designing lead generation forms. Knowing a segmented list is more valuable than one that is not, or thinking their customers or management would like to extract every bit of information from a potential customer, they have a tendency to ask for too much information.

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Topics: Lead Generation

Do banner ads fit into your engineering marketing campaigns?

Posted by John Hayes

Nov 19, 2015 9:39:32 AM

Coca-Cola isn’t everyone’s favorite soda.  Lululemon yoga pants won’t help you stretch better than another brand.  But the size and profitability of those companies demonstrate the value strong branding.

Branding matters to industrial customers as well.  Consider this.  If your company is generally regarded as the category leader, your brand will always be included in RFPs or considered by engineers when selecting components for their designs.  The power of branding is inarguable.  But it is also terribly hard to measure.

In this post I’ll explore why banners get a bad rap for branding.  I’ll also propose another way (not clicks!) to measure whether your banners are making an impact with engineers.

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Topics: Online Advertising, Banner Advertising

A Checklist for Your Content Marketing Stories for Engineers

Posted by Ian Wright

Nov 12, 2015 10:54:26 AM


When you’re writing a marketing story for engineers, this checklist can help you hit all the right notes to capture your reader’s interest.  In this post I’ll break down how I wrote an article for using this eleven-point list.

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Topics: Sponsored Content, Content Marketing, Content Marketing for Engineers, Storytelling

How to Tell a Good Story to Engineers

Posted by John Hayes

Oct 29, 2015 9:50:41 AM

Lisa had a frustrating morning.  There were the usual minor annoyances, like finding the toilet seat up and dishes on the counter instead of in the dishwasher.  Then on the way to work she couldn’t remember whether she let the dog out.  That oversight could have messy consequences.

Things didn’t improve when she got to work.  It’s budget season and Lisa still doesn’t have a way to prove how her marketing efforts are generating sales.  That has been a constant underlying source of stress around the office.  The sales guys don’t really track and report where they got their leads, and they usually overstate how hard they worked to create those leads themselves.  That behavior doesn’t sit well with Lisa.

If you can relate to the start of this story, that’s no accident. This story is written for a specific persona: an engineering marketer in her mid-career.

We believe that writing for specific personas (in your case engineers rather than marketers) will make your marketing campaigns more effective.

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Topics: Lead Generation, Content Marketing for Engineers, Webinars

Webinars Draw More Engineers than Tradeshows

Posted by John Hayes

Oct 22, 2015 10:42:19 AM

If you are an industrial marketer with a tradeshow budget, a new research report by IHS Globalspec could have implications for how you spend that budget.

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Topics: Digital Marketing Trends, Webinars, Marketing Survey, Industry Trends


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