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