Digital Marketing for Engineers Blog

The manufacturer’s roadmap to digital marketing

Posted by John Hayes

Jul 23, 2015 10:25:00 AM

Many marketers know that they need to direct more of their marketing budget online. But manufacturing and industrial marketers face two particular challenges

  1. They lack a clear roadmap as to which digital marketing investments to make first and which ones can come later
  2. They have trouble proving the ROI to their CEOs

On Wednesday, August 5 Achinta Mitra, President of Tiecas and I will be hosting a webinar for industrial marketers to address these two topics.  I hope you will join us by registering here.

In case you aren’t familiar with Achinta, he also writes a blog called Industrial Marketing Today.  He knows tons about marketing for manufacturing companies, so I’m pretty stoked to have him join us for this presentation.

As a lead-up to the webinar, let’s take a look at why digital marketing is the best path forward for manufacturing marketers.

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Topics: Digital Media, Digital Marketing Plans, digital engineering marketers, SEO, maketing budget, Manufacturing

Engineers going digital in information search – survey results

Posted by John Hayes

Jul 16, 2015 10:36:00 AM

A 2015 survey of CAD users by Business Advantage points out a big trend for engineering marketers. 

The survey asked questions mostly about how engineers use software.  However, the following question will be of particular interest to engineering marketers:

Which sources of information do you use to keep up to date with regards to the latest developments in the CAD industry?

If you are not in the CAD industry, you may still be interested in the answer, since engineers searching for CAD may also be searching for shop floor equipment or electronics components, for example. 

The top response for the last two years has been Internet Search Engines.  That’s no surprise.  It’s the second top response that may surprise engineering marketers.  Last year it was “Industry Magazines / Journals”, but no more.

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Content: the Gift That Keeps on Giving

Posted by Roopinder Tara

Jul 9, 2015 12:41:00 PM

A modern marketing mix will include advertising, trade shows, other lead generation campaigns and lately, more and more content creation. Here is why creating content may be the most effective marketing spend in the long run.

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Topics: Sponsored Content, Content Marketing, Content Marketing for Engineers

A formula for measuring content marketing success in engineering

Posted by John Hayes

Jul 2, 2015 12:04:00 PM

The algorithm we use at

As marketers to an engineering audience, we’re often called upon to be story-tellers.  There are lots of resources that can guide us on how to tell a better engineering story

But how do you know you’ve truly connected with your audience?  Should you measure Page Views?  Shares?  Likes?  Or some combination of all of the above? As an engineering publication, we have developed an algorithm to evaluate our stories for engineers.

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Topics: Content Marketing, Content Marketing for Engineers, Engagement

Are you Still Using Offline Tactics to Capture an Online Audience? The Higher Education Example.

Posted by John Hayes

Jun 25, 2015 12:07:00 PM

There’s often a mismatch between where engineering marketers allocate their budgets and where their audience is.  This chart is from one of my favorite analysts, Mary Meeker. It shows that the amount of time US adults spend online has more than doubled since 2008. 


Many engineering marketers have not moved their budgets to keep up with their audience as it moves online. In this blog post I’ll explore how this shift in audience is impacting one segment of our customers – higher education marketers who target engineers.  Perhaps it will spark some thought about how you allocate your engineering marketing budget.

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Topics: Higher Education Leads, Higher Education Marketing, Engineering student enrolment

The Role of Marketing in Complex Solution Sales: using PLM as an example

Posted by John Hayes

Jun 18, 2015 12:17:00 PM

What role does marketing play in companies that sell complex engineering projects like PLM systems?

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Topics: Content Marketing for Engineers, Marketing for Engineers, Branding, PLM

How to Nurture your Engineering Leads so they are Ready for Sales

Posted by John Hayes

Jun 11, 2015 10:14:15 AM

Last week I wrote about how marketers can get credit for their leads by nurturing them further through the sales process.  In this post we’ll explore - with graphics! - how to nurture engineering leads

Some marketers think of lead nurturing as nothing more than email communication. We prefer to think of it as a workflow; a series of communications in which each step has a clear objective to move a prospect to the next stage or to engage with a sales person.

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Topics: Marketing Automation, Marketing Qualified Leads, lead qualification, Marketing for Engineers, Lead Nurturing

Why Engineering Marketers Aren’t Getting Credit for their Leads

Posted by John Hayes

May 28, 2015 2:07:00 PM


We’ve all been there.  The VP of Sales says that your marketing team isn’t delivering qualified leads.  As a marketer, it’s hard to refute that claim.  After all, you aren’t speaking directly with the prospects.  And yet somehow, despite these allegedly poor leads, the sales team is still bringing in new business. 

The VP of Sales says it’s because his heroic sales people are out pounding the pavement for new opportunities.  But you also know that the phones are ringing with inbound calls.  You know a significant portion of the inbound leads have been touched by your marketing efforts.

This is a classic dilemma.  Marketing isn’t getting credit for leads that it generates.

Why doesn’t marketing get credit for engineering leads?

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Topics: Lead Generation, engineering prospects, engineering marketers, engineering lead generation campaigns, sales leads, lead qualification

Interactive cover of Compass Magazine is the coolest engineering marketing of 2015 so far

Posted by John Hayes

May 22, 2015 12:25:00 PM

I just got a copy of the Compass Magazine from Dassault Systemes.  Here’s the cover:

After downloading the magazine’s app, see what happens to the cover in 3D when I point my iPhone at it:      

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Topics: Design Software Engineering, Mobile Marketing, Mobile Marketing for Engineers, 3D Printing

Marketers of Master’s of Engineering Degrees face Special Challenges

Posted by John Hayes

May 14, 2015 11:11:00 AM

How can engineering programs make sure they are considered by prospective students at decision time?

Let’s say you are a marketer at a locally known university and you want candidates to consider your school’s online Master’s of Engineering Degree.  Or say your school is an engineering powerhouse, but is launching a new degree or now offering their courses online?

Getting the word to engineers isn’t easy.  Like most students, they tend to gravitate first to their undergrad school and second to a local college.  When they search for online education, the search engines give them an impossibly long list of unfiltered choices.

You could pay an agency to help you.  There are lots of agencies that will take on recruiting candidates for up to $10,000 per enrolment, but that doesn’t create a sustainable presence for your school.  

What have we learned from matching engineers to US universities and colleges?

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Topics: engineering prospects, Higher Education Leads, Online Masters, Online Masters of Engineering


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