Digital Marketing for Engineers Blog

Three Free Research Reports for Engineering Marketers

Posted by John Hayes

May 11, 2016 10:31:12 AM


There is no denying that marketing is becoming a data science.  That applies to the world of engineering marketing as much as to any other industry.  Every year there are many important pieces of research that help the engineering marketer better understand what campaigns are working.

With that in mind, here are a few recent reports that no engineering marketer should be without:

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Topics: Content marketing for engineers, Industry trends and research

Four myths about content marketing to engineers

Posted by John Hayes

Apr 14, 2016 1:43:22 PM


I had a good chat with the CEO of a major industrial publisher this week. He said they were seeing record levels of interest in content marketing campaigns from industrial marketers.  

This is news because it represents a shift in who is using content marketing.  It is no longer the sole domain of  software companies.  Instead, it is now factoring into the marketing plans of a much broader group of engineering marketers.

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Topics: Content marketing for engineers

Online Engineering Communities Provide Useful Insights for Marketers

Posted by John Hayes

Apr 6, 2016 4:36:55 PM

Developing a comprehensive and accurate persona of your target market of engineers is a critical step to developing a marketing strategy.  There are many ways to conduct this research:

  1. Interview your customers
  2. Speak with your sales engineers
  3. See what they are saying in online communities

In this post we’ll explore what you can learn in online communities.

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Topics: Marketing to engineers

Surveys can help you create outstanding downloadable content for your prospects

Posted by John Hayes

Mar 31, 2016 12:13:19 PM

Some of our best customers have asked for help in creating downloadable content that they can use to drive leads. 

Since I’m a bit of a data nerd (as many of you already know), I offered to create surveys that would provide insights for their prospects.  We then turned those surveys into research reports that we put behind a gated form to drive leads.

And here’s a cool thing that happened.  The marketers were able to use the survey to ask about the business concerns of their prospects.  Questions like, “Do you have this specific pain point that our solution addresses,” gave them insights into the buying behavior of their prospects in the same survey as we used to generate a valuable white paper for those prospects. 

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Topics: Content marketing for engineers, Webinar for engineers, Industry trends and research

Four Steps to Better Alignment Between Marketing and Sales

Posted by John Hayes

Mar 23, 2016 5:02:03 PM

A couple years ago I posed the question, “Do you have crappy engineering leads or lazy sales people?”  Since then, alignment between sales and marketing has gotten better, but we still hear sales people saying,   “The leads we get from marketing aren’t leads at all. They’re just a bunch of people who have filled out a form to get a white paper.  It’s a waste of time to call them.”

Even if your marketing team is doing a better job of qualifying leads than they used to, the sales team may still be discounting them.  That hurts.   How badly?  Well, according to the consulting firm Sirius Decisions, organizations with tighter alignment between sales and marketing achieved 24% faster revenue growth over a three-year period.

So how do you get better alignment? One place to start is by meeting with the leaders in your company to get sales and marketing to agree on a number of key criteria.  Here’s what you need to get agreement on:

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Topics: Marketing/sales funnel

Manufacturers say Content Marketing Isn’t Working, But Will Do More Anyway

Posted by John Hayes

Mar 10, 2016 11:57:25 AM

The Content Marketing Institute’s 2016 report has a somewhat confusing finding.

North American Manufacturers say that the effectiveness of content marketing is down compared to last year.   Almost twice as many say that content marketing is NOT effective compared to those who say that it is. 


From B2B Manufacturing Content Marketing 
2016 Benchmarks, Budgets and Trends – North America


And now for the big surprise.  Almost all of those marketers say that they will keep spending the same or more budget on content marketing as last year.  “How can this be?”, you rational marketers might ask?

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Topics: Content marketing for engineers, Sponsored posts and content amplification, Industry trends and research, Advanced manufacturing

Engineering is multidisciplinary – Is your marketing?

Posted by John Hayes

Mar 3, 2016 9:53:28 AM

Twenty years ago the engineering world was made up of silos of mechanical, electronics and software designers.  If you wanted to reach mechanical design engineers, then you found ways to target them.

But that is not the reality any more.  Mechanical devices are no longer mechanical.  For example, Ford has more software engineers in their transmission design team than mechanical engineers. And of course, the IoT is bringing connectivity to all sorts of products.

How does your marketing keep up when you can no longer tell a single story to a single target audience?

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Topics: Content marketing for engineers, Sponsored posts and content amplification

Research Report: Engineering Marketers’ 2016 Campaign Plans

Posted by John Hayes

Feb 25, 2016 9:23:57 AM

You can now download the eBook, “Engineering Marketers’ 2016 Campaign Plans”. 

Many thanks to my co-contributors on the eBook:

To create this eBook, we surveyed over 100 engineering marketers about their 2016 campaign plans.  This expert team of engineering marketers then reviewed the results and provided analysis on the trends. 

They also give their top tips for engineering marketers for 2016. 

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Topics: Digital media and online marketing, Industry trends and research, Marketing to engineers

How Engineering Software Marketers Use Social Media

Posted by John Hayes

Feb 18, 2016 12:19:49 PM

Last week we outlined that software marketers, compared to other engineering marketers, place a higher priority on brand awareness as a marketing goal.

So how are software companies building brand awareness? One area where they excel is in using social media. In fact, they allocate a larger portion of their budget toward social media than other engineering marketers.

Source: Survey of 116 engineering marketers


Read on to learn how software marketers use social media to drive brand awareness. 

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Topics: Engineering design software, Social Media for Engineers

Engineering Software Marketers say Branding is Top Priority in 2016

Posted by John Hayes

Feb 11, 2016 11:45:06 AM

Last week our team met face-to-face with over a dozen marketers in the engineering software industry.  Through those meetings and a recent survey, we’ve learned a lot about what priorities software marketers have for 2016.

The biggest takeaway is that software marketers, even more than other engineering marketers, are hyper-sensitive to gaining brand awareness. 

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Topics: Engineering design software, Industry trends and research