Digital Marketing for Engineers Blog

Manufacturers are Laggards in Digital Marketing – Why that’s Good News

Posted by John Hayes

Mar 26, 2015 10:05:00 AM

A new report by Authentia sets out some excellent advice for manufacturing marketers. 

The big takeaway is that manufacturing businesses are laggards in digital marketing. B2B marketers in other industries are leading the way while manufacturers are missing significant opportunities to close more business.

 

 

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Topics: Digital Marketing Trends, Mobile Marketing, Content Marketing, Content Marketing for Engineers, Manufacturing, Web Design, Industry Trends

Why Won’t My Slimy Marketing Tricks work on Engineers?

Posted by John Hayes

Mar 19, 2015 10:01:00 AM

We all like free stuff. I like the free food samples at Costco. Smart marketers at P&G will even send anyone a box of free product samples. Who doesn’t like free stuff?  Engineers, that’s who. They inherently distrust marketing in all forms.  

Just when we marketers think we’ve come up with a great campaign idea, engineers think of it as slimy marketing trickery. 

So how can you entice engineers to include your product in their purchase evaluation?

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Topics: engineering marketers, Marketing Challenges, Marketing for Engineers

Manufacturing Marketers: 3 Fixes for Your Content Marketing Strategy

Posted by John Hayes

Mar 12, 2015 11:49:46 AM


82% of manufacturers are using a content strategy,
but only 26% of manufacturing marketers rate it as effective.



According to Content Marketing Institute’s 2015 survey of B2B Manufacturing Marketers, 82% of manufacturers have gotten onboard with content marketing.

Sadly, only 26% of your manufacturing marketing peers say they are doing a good job of it (ie; “Effective” or “Very Effective”).

We’ve used data from the report, along with our own experiences to list three common content marketing fails and how to fix them. 

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Topics: Sponsored Content, Content Marketing, Content Distribution, Sponsored Content for Engineers, Manufacturing, B2B Marketing

Here's how to Generate More Leads at Your Next Live Event for Engineers

Posted by John Hayes

Mar 5, 2015 1:41:00 PM

Leverage your digital media partners to capture online audiences
for your live events.


Pulling off a live event takes a heavy toll on marketers – on your marketing budget, on your time, and on your stress level.

Yet the payoff, when executed well, can be big. That's because engineers and designers who attend live conferences often take the time to fully investigate your solution.

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Topics: Lead Generation, Webinars, Live Engineering Events

Beyond mobile marketing: driving cross-screen engagement in your engineering audience

Posted by Cecelia Xu

Feb 26, 2015 3:26:49 PM

There are hundreds of engineering apps for iOS and Android.

More and more, each mobile device is playing a different role in your customers’ buying journey.

Marketers can benefit from learning about the different ways customers interact with their PCs/laptops, tablets and smartphones in each step of the marketing funnel.

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Topics: Digital Marketing Trends, B2B, engineering marketers, Mobile Marketing, Mobile Marketing for Engineers, engineer's buying cycle, Audience, multi-screen marketing, cross-screen marketing, marketing funnel

Quiz Results Show Engineering Marketers could Brush Up on their Analytic Skills

Posted by John Hayes

Feb 19, 2015 2:38:02 PM

Are you curious to know how your knowledge stacks up against other engineering marketers? 

ENGINEERING.com recently ran a quiz for engineering marketers called “So you want to be a CMO” – and the results are in! Our analysis shows we are strong on industry knowledge and campaign execution, but not so great at math.

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

Is Print Media Dead to Engineering Marketers?

Posted by John Hayes

Feb 6, 2015 8:55:30 AM

How much of your marketing budget will you allocate to print magazines in 2015? 

Is_Print_Media_Dead_to_Engineering_MarketersThat’s one of the questions we asked engineering marketers in a recent survey.  
26% said “None”.
Another 45% said their budgets for print advertising would be smaller in 2015 than it was in 2014
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Topics: Survey of Engineering Marketers, Digital Marketing Trends, engineering marketers, Content Distribution, Content Marketing for Engineers, maketing budget, marketing spend

What not to do. Secrets of the Worst Performing Engineering Marketers

Posted by John Hayes

Jan 22, 2015 9:47:58 AM

Marketers at the slowest growing companies have shared their marketing plans for 2015.  Maybe their answers can provide insights into what not to do.

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Topics: Survey of Engineering Marketers, Digital Marketing Trends, engineering marketers, Content Distribution, Content Marketing for Engineers, maketing budget, marketing spend

Killing it in Engineering Marketing. 2 Ways Top Marketers Spend Differently

Posted by John Hayes

Jan 15, 2015 10:59:00 AM

Marketers at the fastest growing companies don’t spend their budgets like everyone else. Percent_of_2015_Mkt_Budget_will_be_spent_on_display_ads

In a recent survey we asked engineering marketers where they plan to spend their budgets in 2015.  Will it be on trade shows, print, social media, content creation, or cost per lead campaigns? 

We also asked how fast their companies were growing relative to the competition.  And guess what?  The marketers who responded that they were “Killing it.  Growing a lot faster” compared to other companies in their industry spend their budgets differently.

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Topics: Survey of Engineering Marketers, Digital Marketing Trends, engineering marketers, Content Distribution, Content Marketing for Engineers

Mobile Tactics for Engineering Marketers in 2015

Posted by John Hayes

Jan 8, 2015 2:41:26 PM

It’s no secret that more engineers are searching for product and engineering information on smartphones. Here at ENGINEERING.com we’ve seen a 9X rise in mobile device usage over the past 3 years to the point where mobile is now over 15% of all visits.

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Topics: engineering marketers, Mobile Marketing, Content Marketing for Engineers, Mobile Marketing for Engineers

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