Digital Marketing for Engineers Blog

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

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

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

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

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

Webinars: Marketers are Going where the Engineers Are

Posted by John Hayes

Jun 23, 2016 2:38:54 PM

 

We surveyed 1,589 engineers to understand how they get their news and information.  More than ¾ said that they planned to attend a webinar in 2016. 

The fact that engineers say they are going to webinars matches the anecdotal evidence we have seen both at ENGINEERING.com and what I hear from other publishers - engineering marketers are signing up for more webinars than ever. 

In this post we’ll look at the increased commitment to webinars, what sorts of webinars marketers are running, and dig into more detail about the engineers who attend them.

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Topics: Content marketing for engineers, Webinar for engineers, content strategy

Proving that Content Marketing Works for Manufacturers

Posted by John Hayes

Jun 1, 2016 8:41:11 AM

Marketers often ask us, “Do you have a new way to reach our audience?” They want to ensure that they aren’t missing any new weapons from a publisher’s arsenal.

Marketers need to gain more traction within their specific target markets. That has them wondering whether more emphasis on content marketing will pay off.  The reason they ask us is because publishers know how to tell stories that will resonate with their audience and provide value to their readers. 

One valuable way to answer their question is with an experiment.  A well designed experiment can prove the value of content marketing to reach a targeted audience.  In this post I’ll outline a way to do that.

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Topics: Content marketing for engineers, Sponsored posts and content amplification, content strategy

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