Digital Marketing for Engineers Blog

Content Marketing to Automotive Engineers

Posted by John Hayes

Oct 20, 2016 3:00:24 PM


Targeting your prospects’ pain points is a tried and trueway to make sure your marketing campaign will resonate.
If you are targeting automotive engineers, our recent survey results can help.

We asked 70 automotive engineers to name the greatest challenges facing their industry. 

Their biggest worries are market pressures from electric and autonomous vehicles, closely followed by concerns with internal company issues. 

When we dug a little deeper we discovered an interesting relationship between these two seemingly unrelated problems. Younger engineers see the problem differently than their bosses.




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Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

97% of Engineers Will Consider any Email You Send - Survey

Posted by John Hayes

Oct 13, 2016 9:53:14 AM


Our recent survey of 1,003 engineers asked, “what is your preferred way to acquire engineering information?” Their number one response was Google, or more generally, search engines.  That’s not a big surprise.

What you may find surprising is that their second favourite way to get information was to visit a digital publication followed by….wait for it….. email!  Yes, email. I was pretty shocked, but it seems that engineers actually read their emails. 57% of them said that they prefer to get information this way.


We are seeing additional growth in email marketing campaigns here at This could be due to marketers intuitively sensing, or more likely recognizing through analysis of email metrics, that engineers do have an affinity for email. So how do engineers manage the email that gets to their inbox?

We’ll dig into this finding more here, or you can sign up to download the full research report on how engineers get their information.

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Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

When Should Engineering Marketers Pass a Lead to Sales?

Posted by John Hayes

Oct 6, 2016 4:26:46 PM

 Later this month we’ll be releasing an in-depth report based on a survey of 1,000 engineers.  I presented the results in a webinar yesterday, so you can watch the recording now to learn more.

One of the questions we asked engineers was when in the buying process they want to talk to a sales rep. 


Actually we asked,

“At what stage of your investigations into a new product or service do you prefer to engage with a vendor representative as opposed to conducting independent research?”


The answers could be:


  1. At the beginning of the process to discover the potential solutions


  1. Later in the process when I need to dig deeper into a few possible solutions


  1. Near the end of the process, when I need pricing or delivery information


The answers to this question can help engineering marketers match their communications to the preference of their prospects. If they want to go directly to sales, great! But if they would rather be nurtured through several touch points, then marketers need a different approach.

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Topics: Industry trends and research, Marketing to engineers

Millennial Engineers Don’t Consume Content the Same Old Way - Survey

Posted by John Hayes

Sep 22, 2016 1:52:58 PM


Marketers have fine-tuned their campaigns to reach decision makers – often those engineers in their 40’s or older.  But many are now asking how to reach those engineers who influence decisions rather than having only the ones who have the final say.

Why do engineering marketers want to reach influencers?  It’s because these engineers play a critical role in purchase decisions.  They consume vast amounts of content as part of their jobs.  They play the role of providing the short list of potential solutions. These engineers are often earlier in their careers, and they don’t find information the same way as their older colleagues.

Earlier this month we surveyed over 1,000 engineers about their information habits.  You can see the full results in a webinar on Wednesday October 5th at 2:00 Eastern, so please sign up.

Here’s one of the many interesting findings.

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Topics: Industry trends and research, Marketing to engineers

875 Engineers Say Where They Get Their Information

Posted by John Hayes

Sep 8, 2016 11:03:18 PM


Marketers need to know where engineers go to get their engineering information.  We just ran a survey to get this information for you.   

The survey focuses on the content preferences of engineers and went live on September 7th.  So far, 875 engineers have responded.  We will be presenting the full results in a webinar on Wednesday October 5th at 2:00 Eastern, so please sign up.

Here is a sneak peek at the early results: 

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Topics: Industry trends and research, Marketing to engineers

The Risks of Outsourcing your Engineering Content Creation

Posted by John Hayes

Aug 25, 2016 9:54:04 AM


We know that creating engineering content to feed your marketing funnel is a hassle.  Like most marketers, you have probably been tempted to outsource this hassle.  You may have even gone low bid in order to save budget.

What I hope you haven’t done is use somebody like the guy who sent me this ridiculous email offering a content creation service.  I’m sharing it as an extreme example of what not to do.  There are a few worthwhile points that come up, and hey, even if you don’t learn much at least it may make you smile.


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Topics: Content marketing for engineers, Marketing to engineers

Marketers – Your Chance to Ask Engineers about Their Content Preferences

Posted by John Hayes

Aug 18, 2016 8:53:36 AM


We’ll be running a survey this month about how engineers consume content.  Are there any questions you, as an engineering marketer, would like us to ask?

At we often survey engineers about their media and information consumption preferences.  A lot of that information is useful to us as publishers – it helps us tailor the stories we select and the ways we tell them.

The answers engineers give us can be just as valuable to you as marketers as they are to us as publishers. 


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

Three important content trends for engineering marketers

Posted by John Hayes

Aug 10, 2016 1:40:31 PM


It’s frustrating to be an engineering marketer.  You create an excellent piece of content, only to see it get no views. This post covers three trends that are impacting the distribution of your content.


These trends are spelled out in the Reuters 2016 Digital News Report.  While it does not speak specifically to marketing to engineers, it does highlight broader content trends that we can put into an engineering context.


  1. People are increasingly accessing their news through aggregation platforms like Google and Facebook

  2. Smartphones are used by 53% of news readers

  3. Video news is not as popular as expected


Read on for my take on why this matters to engineering marketers and what you can do about it.


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Topics: Digital media and online marketing, Social Media for Engineers, Content marketing for engineers, Content Promotion

Formula to Measure Success of Content –or How Not to Be a Lazy Bastard

Posted by Roopinder Tara

Aug 3, 2016 8:30:00 AM


Relying on too-easy metrics like page views for your content won’t give you the whole picture.  

Get ready. One day soon your boss will ask you to justify your paid content scheme with some measure of success. If the only answer you can muster is, "We’re getting a zillion page views," then your boss might think, "Why did we hire this lazy bastard?" before sending an email to HR and questioning the legitimacy of your marketing degree.

How do you measure the success of your content? We use a formula that accounts for many factors, including page views, to give a single success score. You can, too.

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Topics: Digital media and online marketing, Content marketing for engineers, Analytics

Two Ways to Boost Your Engineering Content Reach on Facebook

Posted by John Hayes

Jul 27, 2016 4:10:41 PM


Focusing on distribution is a great way to make sure that you earn a return on your content investment. In
addition to other social media channels, Facebook can be an important part of the engineering marketer’s distribution strategy.


Why use Facebook to reach engineers?  Mostly because of the volume of inventory.  That volume can make up for the fact that marketers consider Facebook to be a less valuable audience platform than Linkedin, Youtube or Twitter (according to the 2015 marketer survey).


This post breaks down two keys to maximizing your reach on Facebook. 

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