Digital Marketing for Engineers Blog

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

5 Quick Industrial Lead Generation Tips

Posted by Jennifer Shore

Feb 16, 2017 8:44:45 AM

Regardless of your function on the marketing team, you should be working toward one common goal: Generating high-quality leads for your sales team.

We all have struggles, though: Maybe you deal with some finger-pointing between sales and marketing. Or you’re trying to generate a higher volume of leads from organic search.  You could very well be obsessing over the idea of bringing in a $1,000,000 deal (which, hate to break it to you, probably won’t happen off of a first-time engagement).

Whatever your challenges are, there’s room for improvement and ways you can jumpstart problem solving.

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Topics: Lead Generation, Social Media for Engineers, Advanced manufacturing

Manufacturers say Content Marketing Isn’t Working, But Will Do More Anyway

Posted by John Hayes

Mar 10, 2016 11:57:25 AM

The Content Marketing Institute’s 2016 report has a somewhat confusing finding.

North American Manufacturers say that the effectiveness of content marketing is down compared to last year.   Almost twice as many say that content marketing is NOT effective compared to those who say that it is. 

 

From B2B Manufacturing Content Marketing 
2016 Benchmarks, Budgets and Trends – North America

 

And now for the big surprise.  Almost all of those marketers say that they will keep spending the same or more budget on content marketing as last year.  “How can this be?”, you rational marketers might ask?

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Topics: Content marketing for engineers, Sponsored posts and content amplification, Industry trends and research, Advanced manufacturing

Manufacturing marketing is moving to digital media

Posted by John Hayes

Jan 14, 2016 3:11:16 PM

Manufacturing marketers run different campaigns than their colleagues in software and services, and not just because they spend more on print media.  They are also more likely to allocate big budget dollars to content creation and distribution.  This is just one finding from a 2016 survey of engineering marketers about how they will allocate their budgets in 2016.

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

Roadmap to Digital Marketing – INFOGRAPHIC

Posted by John Hayes

Aug 6, 2015 3:12:00 PM

Many industrial marketers are still struggling to convince their upper management of the value of digital marketing. In our experience, the best way to do that is to achieve some early wins and use that success to justify further investment.

In the following roadmap to going digital we recommend that you match your efforts to the engineer’s buying journey. But rather than beginning with the engineer’s research stage and working through to purchase, you should start at the end of their journey and work backwards. That is to say, you would start by investing in converting the most prospects into customers at the end of their buying journey. Once that base is in place you can start to invest in bringing more traffic.

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Topics: Digital media and online marketing, Advanced manufacturing

The manufacturer’s roadmap to digital marketing

Posted by John Hayes

Jul 23, 2015 10:25:00 AM

Many marketers know that they need to direct more of their marketing budget online. But manufacturing and industrial marketers face two particular challenges

  1. They lack a clear roadmap as to which digital marketing investments to make first and which ones can come later
  2. They have trouble proving the ROI to their CEOs

On Wednesday, August 5 Achinta Mitra, President of Tiecas and I will be hosting a webinar for industrial marketers to address these two topics.  I hope you will join us by registering here.

In case you aren’t familiar with Achinta, he also writes a blog called Industrial Marketing Today.  He knows tons about marketing for manufacturing companies, so I’m pretty stoked to have him join us for this presentation.

As a lead-up to the webinar, let’s take a look at why digital marketing is the best path forward for manufacturing marketers.

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Topics: Digital media and online marketing, Marketing to engineers, Advanced manufacturing

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?

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Topics: Engineering design software, Engineering computer hardware, Advanced manufacturing

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.

 

 

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Topics: Digital media and online marketing, Content marketing for engineers, Industry trends and research, Advanced manufacturing

Manufacturing Marketers: 3 Fixes for Your Content Marketing Strategy

Posted by John Hayes

Mar 12, 2015 11:49:46 AM


82% of manufacturers are using a content strategy,
but only 26% of manufacturing marketers rate it as effective.



According to Content Marketing Institute’s 2015 survey of B2B Manufacturing Marketers, 82% of manufacturers have gotten onboard with content marketing.

Sadly, only 26% of your manufacturing marketing peers say they are doing a good job of it (ie; “Effective” or “Very Effective”).

We’ve used data from the report, along with our own experiences to list three common content marketing fails and how to fix them. 

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Topics: Content marketing for engineers, Sponsored posts and content amplification, Marketing to engineers, Advanced manufacturing

Using Digital Media to Reach Manufacturing Engineers

Posted by John Hayes

Nov 21, 2014 10:27:00 AM

Finding a manufacturing audience is tough because they self-identify by industry rather than role.

Let’s say you are responsible for marketing 5-axis milling machines, laser jet cutters, factory automation equipment, or ancillary products like actuators or electric motors.

A lot of your marketing budget goes to attending the big manufacturing trade shows. 

But where in the digital world can you find this audience of influencers and decision makers? 

 

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Topics: Lead Generation, Content marketing for engineers, ENGINEERING.com, Marketing to engineers, Advanced manufacturing

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