Digital Marketing for Engineers Blog

Do banner ads fit into your engineering marketing campaigns?

Posted by John Hayes

Nov 19, 2015 9:39:32 AM

Coca-Cola isn’t everyone’s favorite soda.  Lululemon yoga pants won’t help you stretch better than another brand.  But the size and profitability of those companies demonstrate the value strong branding.

Branding matters to industrial customers as well.  Consider this.  If your company is generally regarded as the category leader, your brand will always be included in RFPs or considered by engineers when selecting components for their designs.  The power of branding is inarguable.  But it is also terribly hard to measure.

In this post I’ll explore why banners get a bad rap for branding.  I’ll also propose another way (not clicks!) to measure whether your banners are making an impact with engineers.

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Topics: Online Advertising, Banner Advertising

A Checklist for Your Content Marketing Stories for Engineers

Posted by Ian Wright

Nov 12, 2015 10:54:26 AM


When you’re writing a marketing story for engineers, this checklist can help you hit all the right notes to capture your reader’s interest.  In this post I’ll break down how I wrote an article for using this eleven-point list.

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

How to Tell a Good Story to Engineers

Posted by John Hayes

Oct 29, 2015 9:50:41 AM

Lisa had a frustrating morning.  There were the usual minor annoyances, like finding the toilet seat up and dishes on the counter instead of in the dishwasher.  Then on the way to work she couldn’t remember whether she let the dog out.  That oversight could have messy consequences.

Things didn’t improve when she got to work.  It’s budget season and Lisa still doesn’t have a way to prove how her marketing efforts are generating sales.  That has been a constant underlying source of stress around the office.  The sales guys don’t really track and report where they got their leads, and they usually overstate how hard they worked to create those leads themselves.  That behavior doesn’t sit well with Lisa.

If you can relate to the start of this story, that’s no accident. This story is written for a specific persona: an engineering marketer in her mid-career.

We believe that writing for specific personas (in your case engineers rather than marketers) will make your marketing campaigns more effective.

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Topics: Lead Generation, Content Marketing for Engineers, Webinars

Webinars Draw More Engineers than Tradeshows

Posted by John Hayes

Oct 22, 2015 10:42:19 AM

If you are an industrial marketer with a tradeshow budget, a new research report by IHS Globalspec could have implications for how you spend that budget.

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Topics: Digital Marketing Trends, Webinars, Marketing Survey, Industry Trends

Great Industrial Content Doesn’t Follow the 80/20 Rule

Posted by John Hayes

Oct 14, 2015 9:36:33 AM

You may have heard of the 80/20 rule of content marketing – that you need to spend 20% of your time creating great content and 80% of your time promoting it?

Well, that sounds like BS to me.

I agree that too many content marketers spend all of their time (and budget) on creating content and then overlook the critical component of distribution.  That approach to content has led to the industrial wasteland of Youtube, littered with marketing videos with less than 100 views. 

So I agree with the spirit of directing some attention to content distribution.  But 80%?

No way. 

There is another often overlooked aspect of the time spent on content marketing and that is in the research of what to write about.

Here’s our take on it.

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Topics: Content Marketing, Content Marketing for Engineers

Does Social Media Marketing Reach Engineers?  Survey Results

Posted by John Hayes

Oct 8, 2015 10:21:06 AM


We wanted to know whether marketers can count on getting their messages to engineers through social media.  To find out, we posed this question in a survey last month and analyzed the responses from 489 engineers.

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Topics: Social Media for Engineers, Social media, Industry Trends

Why are webinars so effective for engineering audiences?

Posted by John Hayes

Oct 1, 2015 9:57:19 AM

2015 has seen a breakthrough in the number of webinars for engineers that is running. Last month, for example, webinars were booked on every available date. What’s going on?

In this post we’ll explore why marketers and engineers alike love webinars.  We’ll also share two customer stories about different, yet successful, webinars. Finally, we'll share some tips on getting the results you need.

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Topics: Webinars, Marketing for Engineers

The most important thing HubSpot’s Inbound 2015 told us about marketing

Posted by Cecelia Xu

Sep 24, 2015 10:26:52 AM


Whatever you call it – permission marketing, content marketing, inbound marketing – the takeaway from the HubSpot Inbound 2015 conference is this: the sales and marketing climate is changing, and marketers must get all areas of the business to buy into this brave new world.

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Topics: Digital Marketing Trends, conference, Inbound marketing

New survey on how engineers find information

Posted by John Hayes

Sep 17, 2015 10:47:45 AM


I want to share a research piece we’ve been working on with our partners at TREW Marketing to find out how engineers find information online. We surveyed 580 engineers and asked questions such as:

  • How do you interact with enewsletters in your inbox?
  • What are the most valuable sources of information on engineering trends and products?
  • Who do you trust most for publishing news regarding trends, technologies and products?
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Topics: Survey of Engineering Marketers, Webinars

Why does video marketing to engineers work?

Posted by John Hayes

Sep 3, 2015 9:45:15 AM


Why is video marketing uniquely valuable for engaging engineers, more than other audiences? More importantly, how do you create effective video content, and how do you deliver videos to the right audience?

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Topics: Video Marketing


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