Digital Marketing for Engineers Blog

Webinars: Marketers are Going where the Engineers Are

Posted by John Hayes

Jun 23, 2016 2:38:54 PM


We surveyed 1,589 engineers to understand how they get their news and information.  More than ¾ said that they planned to attend a webinar in 2016. 

The fact that engineers say they are going to webinars matches the anecdotal evidence we have seen both at and what I hear from other publishers - engineering marketers are signing up for more webinars than ever. 

In this post we’ll look at the increased commitment to webinars, what sorts of webinars marketers are running, and dig into more detail about the engineers who attend them.

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Topics: Content marketing for engineers, Webinar for engineers, content strategy

The Importance of Lead Validation on Internet Marketing

Posted by Aaron Wittersheim

Jun 16, 2016 10:20:31 AM

“If marketers are judging the success of their campaigns (SEO, PPC, email, etc.) on quantity of inquiries instead of quality, they could be overestimating their results by as much as half. “


This is one of the findings set out in a presentation called the “Importance of Lead Validation” from Straight North, an SEO agency in Charlotte. 


The data in the presentation indicates that about 50 percent of a company’s website inquiries are not leads. For the purposes of this study, the authors defined a lead as a person who would listen to phone inquiry recordings and read form submissions. The authors state that this process allows a company to separate actual sales leads from other non-sales inquiries.

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Topics: Lead Validation, SEO

Proving that Content Marketing Works for Manufacturers

Posted by John Hayes

Jun 1, 2016 8:41:11 AM

Marketers often ask us, “Do you have a new way to reach our audience?” They want to ensure that they aren’t missing any new weapons from a publisher’s arsenal.

Marketers need to gain more traction within their specific target markets. That has them wondering whether more emphasis on content marketing will pay off.  The reason they ask us is because publishers know how to tell stories that will resonate with their audience and provide value to their readers. 

One valuable way to answer their question is with an experiment.  A well designed experiment can prove the value of content marketing to reach a targeted audience.  In this post I’ll outline a way to do that.

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

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