Digital Marketing for Engineers Blog

Andrew McWhaw

Andrew holds an MBA from the Rotman School of Management and has a keen interest in the intersection of marketing, technology, and big data.
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Recent Posts

The Changing Challenges of Engineering Marketers

Posted by Andrew McWhaw

Mar 2, 2017 10:18:24 AM

Lots of things are set to 4 year cycles: presidential elections, undergraduate degrees, actors playing Spiderman (sorry Andrew Garfield).  Four years ago, we started asking engineering marketers about their annual marketing budgets.  Just last week we released our findings for 2017 in an eBook that you can download HERE

Running this survey for four years has highlighted a dramatic shift in the major challenges these marketers face. 

A few years ago marketers consistently said that their biggest challenge was “Not enough budget.” Today its “Not enough leads.” Why has that changed?

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Topics: Lead Generation, Industry trends and research, Marketing to engineers, content strategy

An Engineering Marketers Guide to Lead Nurturing

Posted by Andrew McWhaw

Jan 19, 2017 11:25:40 AM

What makes engineering so special?  Many would answer it’s because engineering is a discipline that betters the world by pushing the boundaries of innovation.  But as we heap praise on engineers for pushing the boundaries of innovation, I’m left asking where is the love for the engineering marketers who innovate in the marketing space? 

I’m always incredibly impressed with how curious many marketers are with nascent marketing tactics.  Regrettably, while many express curiosity, at the end of the day (or quarter) they get so worried about hitting their lead gen goals that they forego experimenting with something new. Instead, they default to  the tactics that are well understood and “good enough”. 

This isn’t the story of marketers playing it safe – It’s the story of a few brave marketers who said, “let’s shake it up and do something new” with a Lead Nurturing Campaign and reaped the rewards.  But don’t take my word for it, take a look at the numbers themselves: 

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Topics: Lead Generation, Industry trends and research, Marketing to engineers, Marketing/sales funnel, content strategy, Lead Validation

Engineers are Changing How They Access Information – What’s Next?

Posted by Andrew McWhaw

Nov 4, 2016 10:41:43 AM

 

On Wednesday we published our Market Research Report: How Engineers Find Information that examines the content consumption patterns, content preferences, and industry pain points of today’s engineers.  Based on the survey results of more than 1,000 engineers, our report confirms what many marketers already suspected – engineers are changing how they source, access and consume content. 

In today’s blog post, we’re going to take this research one step further and delve into what comes next.

  

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Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

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