Digital Marketing for Engineers Blog

Seven Deadly Sins of B2B Technology Marketers

Posted by John Hayes

Jun 29, 2017 11:08:52 AM

The seven deadly sins – sloth, pride, envy, lust, greed, gluttony, & wrath – few concepts are so thoroughly embedded in the collective conscience.  The sins as we know them can be traced back to 270 AD, which just might predate technology marketing.  

As marketers, we can be guilty of our own sins, from leaving lead generation to the end of the quarter to failing to measure our results.

Based on my experience as a marketer, here is a list of seven deadly marketing sins and how you can deliver some salvation to your remaining campaigns in 2017.

Read More

Topics: Content marketing for engineers, Branding and awareness, content strategy, Content Promotion

Awareness Marketing for Industrial Companies

Posted by Achinta Mitra

Jun 14, 2017 4:33:03 PM

Awareness marketing doesn’t get much attention from manufacturers and engineering companies because it is usually associated with branding in B2C marketing. If you Google brand awareness, it will return 14,700,000 results and the top hit is Wikipedia (no surprise there) which defines it as…

Read More

Topics: Content marketing for engineers, Branding and awareness, content strategy, Content Promotion

Four Internet Mega-Trends that Matter to Engineering Marketers

Posted by John Hayes

Jun 7, 2017 3:30:53 PM

As marketers, we care about how engineers get information. We need to know whether they use email or Facebook, smartphones or laptops, so that we know where to put our messages and how to format them.

And here to the rescue, as she is every year, is Mary Meeker of Kleiner Perkins. Her latest Internet Trends report was published last week, all 355 pages of it.

In case you are wondering why we should pay attention, here are a few of her forecasts from 2010, seven years ago…

  1. Smartphone sales are growing so fast that they will soon become the primary way for many people to access the internet. (yup)
  2. Digital advertising expenditures will grow rapidly, mostly at the expense of print advertising (ditto)
  3. Digital advertising will be concentrated in Google, Yahoo and Facebook (got 2 out of 3 on that one. Sorry Yahoo.)
  4. Social networking will become a more powerful medium for sharing than email (remember your Dad’s email chains?)
  5. Cloud computing will be a big thing (also true)

If you are curious about how the 2017 mega-trends will impact engineering marketers, read on for my take.

Read More

Topics: Content marketing for engineers, content strategy, Content Promotion, mobile marketing

More Content, but Lower Quality from Engineering Marketers

Posted by John Hayes

May 25, 2017 9:09:37 AM

Most engineering marketers are creating more content in 2017, according to our 2017 survey of engineering marketers research report.

All this rush to create content is, not surprisingly, leading to an abundance of poor quality content. This flood of content increases the competition for every post you publish, and the fight for each search term becomes more intense.

The response from some marketers and publishers is to write fewer, longer and more thoroughly researched pieces of content, ones that will be shared on social media, and that will rise to the top of search engines. If your approach is to write more short posts while your competition is writing longer and more detailed posts, you are unlikely to succeed.

As the chart above shows, the top-rated challenge for engineering content marketers is creating engaging content. This concern was also the top concern last year, with 50% of marketers citing it. However, in 2017 it was named a top concern by 62% of engineering marketers.

A related challenge was finding resources for creating content.

The struggle is real my friends. And it can lead to some disappointing short-term outcomes.

What does poor conversion content look like? And how can you avoid it?

Read More

Topics: Content marketing for engineers, Branding and awareness, content strategy, content reach, Content Promotion

Marketing to Engineering Decision Makers – Dos and Don’ts

Posted by John Hayes

May 18, 2017 10:22:12 AM

Engineering marketers frequently say, “We need to reach decision makers with this campaign’” often because their sales teams tell them, “Whenever we get in front of a decision maker, we have a great shot at the sale, so let’s only talk to decision makers.”

As anyone who has run a campaign that targets decision makers knows, this is no easy road.  We recently surveyed over 100 Director and CXO level engineers about their information consumption habits. This research shows how you can reach those decision makers.

Take email, for example. Do you think they read it? Well, they do.

98% of engineering directors, VPs and C-level respondents say that they at least scan the subject line of every email they receive. 98%!  That’s huge. And 39% actually open most or all of the emails that you send. So that may leave you wondering why they don’t engage with your content and become active leads.

That has more to do with them than you.

Read More

Topics: Content marketing for engineers, Branding and awareness, Email marketing to engineers, content strategy, content reach, Content Promotion

The Microsite - Is Your Content Creation a Home Run?

Posted by Roopinder Tara

May 5, 2017 10:36:51 AM

“Content is king” is commonly heard these days. Around ENGINEERING.com, we also like to say “content is a gift that keeps on giving.” Once you get good content published, it can live on its own and keep generating interest – and leads. This is in contrast to advertising, which when you shut off the tap, the leads dry up immediately.

Read More

Topics: Content marketing for engineers, Branding and awareness, content reach

Engineers Hate Your Content Marketing

Posted by John Hayes

Apr 26, 2017 6:54:55 PM

In a survey of engineering marketers, 87% said that they were investing in content marketing. 

Unfortunately, that same survey revealed that creating engaging content for engineers was the biggest challenge.

Why do engineers hate your content marketing?  Well, it’s because marketers are the ones directing the content marketing show.  Simply put…

It’s not them. It’s you.

In this post, we’ll look at:

  1. Who engineers trust the most to give them product information
  2. What experts say about marketers creating marketing content
  3. One thing that you can do to deliver content that satisfies engineers.
Read More

Topics: Social Media for Engineers, Content marketing for engineers, Branding and awareness, content reach, Analytics

Amplifying your Content Marketing with Employee Advocacy

Posted by John Hayes

Apr 19, 2017 4:30:28 PM

In 2017, virtually every engineering marketer has a content strategy. Many have learned from experience that creating content is only half the battle. The other half is getting that content in front of the right audience.

One potential game-changer for distributing your content is to leverage the social followers of your employees. This approach, called employee advocacy, is rapidly becoming an accepted practice that can dramatically increase how many people your brand stories will touch.


With social media so ingrained in everyone’s day-to-day it only makes sense that marketers are looking for ways to expand their social reach beyond just their own followers. One path forward is Employees who can have a remarkable multiplying effect on your distribution for two reasons:

  1. Employees are perceived as more authentic than your brand social channels, resulting in higher clicks and shares, and
  2. Your employees, when all added together, have a bigger reach than your brand channels.

So should you consider an employee advocacy platform?  To help answer that question I spoke to a representative of one such platform as well as a lead marketer from a major engineering software company. They helped me to understand how these systems work and what their benefits are for industrial marketers.  I found this topic incredibly interesting and I think you will too.

Read More

Topics: Social Media for Engineers, Content marketing for engineers, Branding and awareness, content reach, Analytics

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
Read More

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.

 

Read More

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

Google+