Digital Marketing for Engineers Blog

Banner Ads? Why Would Engineering Marketers Ever Buy Banners?

Posted by John Hayes

Aug 10, 2017 11:43:41 AM

If you measure the success of your campaigns only on how many leads they generate, you probably don’t buy banner ads. And you probably shouldn’t.

But if your company aspires to a leadership position in your industry, there is a reasonably good chance that your company does buy banners.

Why the difference? 

Why do companies in leadership positions buy banner ads, but smaller companies don’t? Is it because larger companies have dollars to waste? Do they have very junior people who don’t know how to allocate their marketing budgets?

More likely, they’ve found a way to make banners work for them through specific targets, more complex attribution models, and a whole lot of testing.  

In this post, we’ll look at why banners get a bad rap, and why much of that is deserved. We’ll reason out why banner ads don’t work for lead generation and hence why many industrial marketers don’t buy them. Next, we’ll put banner advertising in its place, which is not for lead generation, but for awareness. As an added bonus, we’ll explore the attribution problem that plagues banner ROI calculations.

Read More

Topics: Branding and awareness, Display advertising and banners, content strategy, Analytics

Do You Suffer from Content Clutter? – Here’s a Way to Cut Through

Posted by Andrew McWhaw

Aug 3, 2017 11:26:11 AM

Content clutter is a serious concern for any marketer.  The idea that your best planned and designed content meant to onboard and delight your target audience is being lost in an endless sea of blog posts, newsletters, automated campaigns, etc. etc. should send a shudder down the spine of even the most successful marketers. 

While our prospects in the engineering marketing space no doubt suffer from more content than they have time to process, us marketers truly have it infinitely worse.   As the flagbearers of content marketing we haven’t been shy to dedicate countless keystrokes to documenting our activities, trumpeting our successes, and offering our thoughts as to where marketing is headed next.  The sea we fear for our prospects is rather a Waterworld for ourselves. 

The goal of this week’s post is to act as a life-preserver for all the marketers working in the engineering space wanting to regularly grow their marketing knowledge, but find themselves too busy to sift through all the content out there. 

To that end, here’s our list of the marketing luminaries and content curators you should be following to cut through your own content clutter and make easier your regular reading of cutting edge marketing content. 

Read More

Topics: Industry trends and research, Branding and awareness, content strategy, Analytics

Where are You in Your Digital Transformation?

Posted by Andrew McWhaw

Jul 27, 2017 10:39:38 AM

Congratulations.  If you’re reading this you’re probably a B2B marketer in the engineering space, which places you at what will soon be the nerve center of your company.  At least, that’s how the experts at the Boston Consulting Group present it in their recently released article, “How Digital Leaders are Transforming B2B Marketing.”

Their argument follows as such:  The transformation of B2C is a fait accompli. B2C’s transition occurred due to a pivot in consumer behavior from pushed information to pulled. B2B has lagged behind B2C but will follow the same path, putting marketing at the centre of this transformation. The transition has begun and the trailblazers in this space are already establishing significant advantages over their competition.

If these early movers are reaping all the rewards, the question you should ask becomes: Where is my company in its digital transformation? And, unless you’re leading the pack, the next logical question is: How can we get there?

Read More

Topics: Industry trends and research, Branding and awareness, content strategy, Analytics

What Survey Questions Would You Want to Ask Engineers About How They Consume Information?

Posted by Andrew McWhaw

Jul 13, 2017 12:12:44 PM

It’s the most wonderful time of the year.  At least, that’s how I feel, since we’re ramping up to launch the 2017 version of How Engineers Stay Informed, our annual survey that answers engineering marketers’ critical questions. 

This year, we’re expanding our survey to include additional questions to enhance our understanding of how engineers access information.    In this blog post, I’ll discuss some of the questions we plan on asking, why they need to be asked, and then give you the opportunity to vote on which new questions will go into this year’s survey. 

Read More

Topics: Digital media and online marketing, Industry trends and research, content strategy

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

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

Google+