Digital Marketing for Engineers Blog

John Hayes

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Account Based Marketing for the Engineering Marketer

Posted by John Hayes

Apr 6, 2017 1:59:54 PM

 

Is it time for you, as an engineering / industrial marketer, to consider Account Based Marketing (ABM)?

A lot of engineering marketers are now asking about whether we, as a publisher, can support their ABM efforts. The requests are coming from our largest accounts, the ones who have thousands of accounts themselves. These marketers are often first to test out new marketing technology.

The “Flipped Funnel” of Account Based Marketing - Slideshare by ABM vendor Terminus

The premise of Account Based Marketing is that marketers are wasting resources by trying to engage prospects who will never become customers. The argument goes that if those marketers were to instead  identify and focus on the very best prospects, they would convert a much higher number of the right sorts of customers at a lower cost. This idea is described in the “flipped funnel” graphic set out above.

ABM isn’t an either/or proposition. It can be conducted along with your traditional marketing efforts. There is a lot for engineering marketers to learn from this concept.

For those of you who are early in your education about ABM, this post will set out:

  • The marketing problem that ABM is designed to solve
  • Four steps to ABM for engineering and industrial marketers
  • Why ABM is different than having a very good sales person
  • How publishers like ENGINEERING.com can participate in your ABM efforts
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Topics: Branding and awareness, Marketing to engineers, content strategy

Should Engineering Marketers Join the Google Ad Boycott?

Posted by John Hayes

Mar 29, 2017 4:36:08 PM

 

The Times of London reported on March 21st that over 250 brands have pulled their advertising budget from Google and Youtube because of the placement  of their advertisements alongside extremist content.

These are not small, neophyte advertisers who are leading the boycott. Large advertisers such as Volkswagen and Toyota have pulled their ads after finding that they were running in front of the wrong sorts of videos. Some of the offending videos were posted by people who had been banned from Britain for extremist speech, such as fomenting terrorism or promoting homophobia.

This week, Wall Street analysts at Nomura Instinet forecast that the spreading boycott could reduce Youtube’s advertising revenue by $755M or 7.5% this year.  Wow!

In this post, I’ll review what the fuss is about, show an example of how ad placements can go horribly wrong, and suggest how engineering marketers can protect their brands and their jobs.

 

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Topics: Branding and awareness, Marketing to engineers, content strategy

How to Compensate an Industrial Marketer

Posted by John Hayes

Mar 23, 2017 3:05:37 PM

 

Do you need to create a bonus plan for a B2B marketer?

Maybe you are considering a bonus based on how many leads they generate. That path is popular, but it’s difficult to implement in the industrial market place. There are even worse ideas, however, like paying for social media followers.

There is a tension between compensating your marketers for things that they can control – social reach, web site traffic and marketing qualified leads, versus things that you really want, like revenue.

This is a real challenge for industrial marketers because the sales cycles are so long and their tasks are so varied.

In this post we’ll assume that you already pay a competitive salary, so we will focus on incentive compensation for marketers.

There are all kinds of approaches, but be forewarned. If you pay for the wrong thing, you may get a whole lot of it. For example, if you compensate for website traffic your marketer can make sure that your site is busier than ever. Busy means little to your bottom line though if all those new visits are from unqualified visitors who are an ill fit for your product or service. 

In this post we’ll investigate the primary ways that B2B marketers are compensated, and recommend specific ways to keep your marketing team aligned with your business objectives. We’ll also call out ways that marketers can game most of these metrics to earn their bonus even if their actual performance is poor.

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Topics: Industry trends and research, Marketing to engineers, Marketing/sales funnel, cost per lead

McKinsey to Marketers - Focus on Top of Funnel to Drive Revenue Growth

Posted by John Hayes

Mar 15, 2017 3:17:51 PM

 I just read a fascinating report from the McKinsey consultancy that explores customer loyalty.  It highlited that:

  1. "New technologies and greater choice are changing how consumers are thinking and acting"
  2. "In the digital world, your consumers can't help but shop around"

My first reaction was, “this is a B2C study, so it won’t really apply to Industrial B2B sales.” But as I read the report I started to see parallels to what our industrial marketer customers are experiencing.  They are finding that their buyers are shopping around more frequently. It seems that even in the industrial world, brand loyalty is declining due to the rise of online comparison tools. 

In this post, we will examine the study’s results through the lens of industrial marketing. I’ll look at how the complexity of industrial sales actually makes it more likely that your customers will consider your competitors. Finally, I will share the report’s recommendations on how to battle back against waning loyalty in the context of industrial marketing.

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Topics: Industry trends and research, Branding and awareness, Marketing to engineers, Advanced manufacturing

Top 5 Trends for Engineering Marketers in 2017

Posted by John Hayes

Mar 9, 2017 9:13:59 AM

Engineering marketers are doubling down on five successful campaign tactics for 2017. At the same time, they are reducing their budgets or even abandoning other activities that used to be mainstays.  

In this post, we’ll look at which marketing activities are being emphasized and which ones are in decline. The results come from a survey of industrial and engineering marketers that included both off-line activities such as print ads and trade shows, as well as digital activities like banner ads and blogging.

Here are the marketing tactics that we asked about. Our question asked whether marketers are allocating more, less or the same amount of budget in 2017 as they did in 2016:


The answer to this question highlights five strong trends in 2017 compared to 2016. We also compared the results to prior years to identify longer-term trends.

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Topics: Industry trends and research, Marketing to engineers

How to Rock Your Next Webinar for Engineers

Posted by John Hayes

Feb 22, 2017 5:53:26 PM


2016 saw marketers buy 50% more webinars at ENGINEERING.com compared to 2015. Other media companies have reported increases in webinars as well. What’s going on?

It seems that marketers love webinars because engineers love webinars.

In this post we’ll explore why that is so, and how to make sure that you rock your next webinar for engineers. First, we’ll examine why in a recent survey marketers ranked webinars as the most effective revenue generating marketing tactic. Then we’ll look at five key things engineers look for to get value from a webinar.

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

Mobile Engineering Marketing – the Biggest Missed Opportunity of 2017?

Posted by John Hayes

Jan 26, 2017 10:06:18 AM

There is a huge gap between how engineers consume content and how marketers reach them. This spells opportunity with a capital O.

What if I told you that there was a place where you could find your target market of engineers, where they were engaged all day long, and where none of your competitors were present? And what if I told you that it was yours for the taking, sort of like Google Adwords in 2005, or Facebook ads in 2012, when the price was low and the response was high?

In 2017, that happy hunting ground is in mobile advertising. It isn’t easy to access, but it’s real.

In this post I will prove it with data that shows:

  1. Advertisers are slow to take advantage of the time that people spend on their devices
  2. Engineers are using their mobile devices to access engineering information
  3. Engineering marketers are not planning to spend on mobile in 2017

 Then we’ll talk about three ways to take advantage of mobile to reach engineers.

Btw – mobile advertising is just one of the tactics we’ll explore in our upcoming webinar on Engineering Marketers Budgets for 2017, coming on Thursday, Feb 2nd.  Please join us.

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

33% of Engineering Marketers have Bigger Budgets in 2017. Are you one of them?

Posted by John Hayes

Jan 11, 2017 3:43:37 PM

 

Engineering marketers can learn a lot from each other by comparing how they are allocating their budgets. Every year we run a survey that asks them about their budget plans, and every year the data that comes out is awesomely helpful to all marketers.

How about adding your knowledge to help us all be better marketers? Just complete this 5 minute survey.

Here’s a sneak peek of the 2017 results from the early survey respondents. They tell us that 33% of engineering marketers will have bigger budgets in 2017 than in 2016.

 

You may be asking yourself, is this a new trend? Who are these marketers who have been getting more budget? And how much more did they get?

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

How will Engineering Marketers Allocate their Budgets in 2017?

Posted by John Hayes

Dec 15, 2016 11:24:36 AM

Do you want to know what techniques engineering marketers are investing in for 2017?

Of course you do!

The price for getting this information is small - just complete this short survey.

Take the Survey

Once we analyze the results, we’ll share with you all the insights into how other engineering marketers are planning their budgets for next year.

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

Survey and Research reports – Two Birds for Engineering Marketers

Posted by John Hayes

Dec 8, 2016 9:24:53 AM

 

There are lots of expressions in the English language that have a barbaric history. “Holding someone’s feet to the fire” is a particularly nasty example. Today people use it to mean holding a person accountable, but it was a literal expression during the Crusades.

“Killing two birds with one stone” is another example. Now it means to solve two problems with a single act. This post is about a marketing tool that does just that.

 

So what are these two birds? In this case, they are market research and content marketing. Specifically, some of our clients are combining market research – delving into their prospects’ needs – with the creation of a lead generation asset from that same research.

It’s a pretty simple formula that won’t break the bank.

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Topics: Lead Generation, Industry trends and research, Email marketing to engineers, Marketing to engineers, Content Promotion

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