Digital Marketing for Engineers Blog

Why Engineering Marketers Aren’t Getting Credit for their Leads

Posted by John Hayes

May 28, 2015 2:07:48 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 the leads that it generates.

Why doesn’t marketing get credit for engineering leads?

Read More

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:      

Read More

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?

Read More

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

Why packaged solutions work in the computer hardware industry

Posted by Roopinder Tara

May 7, 2015 2:59:07 PM

More and more businesses today look for end-to-end packaged solutions, rather than single products to satisfy their needs. Specialty online retailers in the business of computer workstations for engineers, such as Titanus Computers, BOXX Technologies and SellCAD have taken advantage of this trend, while others still have some adapting to do.

Why does packaged solution selling work in this industry?

Read More

Topics: Manufacturing, Computer Hardware, Technology

#Mobilegeddon Guide for Engineering Marketers

Posted by John Hayes

Apr 30, 2015 8:30:00 AM


In case you haven’t heard, Google made a major change to their search algorithm last week.  Dubbed “Mobilegeddon” by some marketers, this major update reflects the search giant’s recognition that sites must be mobile friendly to serve the vast majority of Internet users.  And yes, that includes engineers.

This change will lower your site’s ranking if it is not mobile optimized, and may drive more traffic to sites that already are. Let’s take a look at early results, one week after Google’s mobile search algorithm rolled out.  

Read More

Topics: analytics in marketing, SEO, Google, SEO Rankings

Advertising with an Engineering Publication - Does Size Matter?

Posted by John Hayes

Apr 23, 2015 10:35:00 AM


This is a tough time for many engineering publications. The marketers they serve - you! - are becoming more savvy. And more demanding.

Marketing executives are demanding more transparency and return on marketing investments. Marketers now require that publications give them more reach, lead generation and tracking of article views. This is where most print publications find themselves falling short: they lack the metrics, ROI tracking and flexibility that digital media companies can deliver. Smaller digital publications are also at risk of falling short of customer expectations as they struggle to keep up with the rapid pace of technology advances.

Read More

Topics: Digital Marketing Plans, ROI & Metrics, analytics in marketing, marketing budget

A Framework for Deciding What to Say in Technology Marketing to Engineers

Posted by John Hayes

Apr 16, 2015 9:57:00 AM

Not all technology innovations are created equal.  Sadly, as marketers, our annual budgets often are. That’s why you need to strongly consider the technology you’re promoting when deciding what to say.

In this post, we’ll look at how to decide how much and where to commit your budget based on the level of innovation that your new product features represent.

Read More

Topics: Digital Marketing Plans, marketing budget, Computer Hardware, Technology

A Simple Formula for Budgeting Content Promotion

Posted by John Hayes

Apr 9, 2015 11:25:00 AM

The expert consensus is that marketers need to set aside budget to promote their content marketing.  But how much should you spend and where? And how do you budget between creating new content versus promoting content you’ve already developed?

In this post I’ll offer a simple formula to answer these questions. 


Read More

Topics: Written Post & Amplification, Content Marketing, Content Distribution, Content Marketing for Engineers, Sponsored Content for Engineers

Why “Credible Sponsored Content” is Not an Oxymoron

Posted by John Hayes

Apr 2, 2015 10:20:00 AM

Warning – unlike most of my posts, this story will talk about a marketing service offered by

There are two great truths of content marketing:

  1. Creating engaging content is one of the top challenges for engineering marketers
  2. Getting the right eyeballs on your branded content is even more difficult

OK, these may not be “great truths”, but you get my point.  And it’s not just my point.  Here are a few quotes from experts who agree:

Read More

Topics: Written Post & Amplification, Content Marketing, Content Marketing for Engineers, Sponsored Content for Engineers

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.



Read More

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


Posts by Topic

see all