Digital Marketing for Engineers Blog

Mapping your Content and Keywords to the Engineer’s Buying Journey

Posted by John Hayes

Sep 18, 2014 10:59:45 AM

As a marketer, you can message engineers at each stage of their buying journey : Awareness, Consideration and Decision.

You will have more success turning those engineers into leads if you match your content to the stage of the buying journey that the engineer is currently experiencing. 

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Topics: Digital Media, Written Post & Amplification, Digital Marketing Trends, engineering prospects, engineering marketers, Content Marketing, Content Marketing for Engineers, engineer's buying cycle, Marketing Qualified Leads, engineering lead generation campaigns, Webinars, Landing Pages, Storytelling

Are you destined for the marketing corner office?

Posted by John Hayes

Sep 11, 2014 11:56:06 AM

Are you destined for the marketing corner office?

Technology marketers need a lot of new skills, many of which weren’t taught in school.  Take this quiz to see if you are up-to-speed on the new stuff CMOs have to know. 

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Topics: Survey of Engineering Marketers, Digital Marketing Trends, engineering marketers, CMO Insights

How engineering marketing will fundamentally change over the next 5 years

Posted by John Hayes

Sep 4, 2014 11:20:59 AM

Accenture study says there will be more change than ever in marketing functions, and that the biggest changes will be:

  1. Using data and analytics to improve marketing impact
  2. Making more or better use of digital channels

 

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Topics: Digital Media, Survey of Engineering Marketers, Marketing Automation, Digital Marketing Trends, engineering marketers, Storytelling, CMO Insights, big data, analytics in marketing

Does Marketing Automation live up to the Hype?

Posted by John Hayes

Aug 28, 2014 10:40:07 AM

Our experience with engineering marketing automation, 8 months later.

 

Many of us already have marketing automation systems in place. For those of you still debating whether to implement a marketing automation tool, here’s a post from last year about our decision process. 

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Topics: Marketing Automation, Lead Generation, Marketing Automation for Publishers, engineering marketers, Marketing Qualified Leads, Landing Pages, Storytelling

What can a 3D Printing Marketer do when the hype is over?

Posted by John Hayes

Aug 14, 2014 11:20:18 AM

It’s been a wild ride for the marketers of professional 3D printers.  And by professional I mean machines that cost anywhere from $20,000 to $1M.  Five years ago these marketers were focused on personal sales to large automotive and aerospace OEMs.  The industry was early stage, but rational. 

The marketers focused on identifying prospects who had an application problem that fit the capabilities of their machines.  Those prospects were mostly manufacturers who were making design prototypes, short run production parts or jigs and fixtures. 

 

Then the personal 3D printer boom erupted, leading to a deluge of inquiries from uneducated shoppers.  Consumers desperately wanted a 3D printer in their homes.

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Topics: Digital Marketing Plans, Marketing Challenges, Marketing Qualified Leads, 3D Printing, Storytelling

8 Steps to an Outstanding Webinar for Engineers

Posted by John Hayes

Aug 7, 2014 1:58:00 PM

We run tons of webinars for engineers.  Some are good.  Some are truly excellent.  Here’s what separates the greats from the also-rans.

Webinar_pic
  1. Planning.  The best webinars begin up to 3 months in advance.  At this stage, be realistic about the sort of engineering audience that you want.  Decide what’s most important.  Is it volume of registrants or highly qualified leads? 

 

  1.  Choose a topic that suits your audience goals.  Very specific topics tend to attract relatively few, but highly qualified leads.  Focus first on giving information that will solve engineer’s problems. Leave the product pitch to the end.
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Topics: Content Distribution, Content Marketing for Engineers, Sponsored Content for Engineers, Marketing Qualified Leads, Webinars

Should engineering marketers be publishers? It depends on the content.

Posted by John Hayes

Jul 31, 2014 11:42:00 AM

Marketers are increasingly asking engineering publications to write their stories.  That’s because 3rd party stories provide:

  1. Instant access to an audience of engineers
  2. Credibility
  3. Big time savings
  4. SEO juice from the link-backs

To preserve the credibility of these pieces, the authors conduct external research and bring their own expertise to the topics.  The resulting stories  lean more towards editorial than advertorial.  As a result, they travel far in social media, often garnering hundreds of shares. 

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Topics: Paid Editorial, Content Distribution, Content Marketing for Engineers, Sponsored Content for Engineers

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.

spam

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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

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