Digital Marketing for Engineers Blog

How Engineering Software Marketers Use Social Media

Posted by John Hayes

Feb 18, 2016 12:19:49 PM

Last week we outlined that software marketers, compared to other engineering marketers, place a higher priority on brand awareness as a marketing goal.

So how are software companies building brand awareness? One area where they excel is in using social media. In fact, they allocate a larger portion of their budget toward social media than other engineering marketers.

Source: Survey of 116 engineering marketers

 

Read on to learn how software marketers use social media to drive brand awareness. 

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Topics: Engineering design software, Social Media for Engineers

Engineering Software Marketers say Branding is Top Priority in 2016

Posted by John Hayes

Feb 11, 2016 11:45:06 AM

Last week our ENGINEERING.com team met face-to-face with over a dozen marketers in the engineering software industry.  Through those meetings and a recent survey, we’ve learned a lot about what priorities software marketers have for 2016.

The biggest takeaway is that software marketers, even more than other engineering marketers, are hyper-sensitive to gaining brand awareness. 

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Topics: Engineering design software, Industry trends and research

The flywheel model for engineering marketing

Posted by John Hayes

Aug 13, 2015 10:14:00 AM

Many of our software and hardware customers use a flywheel concept when approaching new product launches. We took a page from their books to draw an analogy to inbound marketing.

Like a flywheel, inbound marketing takes a ton of energy to get started.  But once that flywheel starts spinning, it becomes incredibly efficient at generating leads and awareness with relatively little effort.

The flywheel analogy is an excellent way to explain the value of making an investment in inbound marketing to your senior managers.  It helps them understand that inbound marketing is not a campaign.  Rather it is a long-term strategy that takes some time to yield results.

In this post I’ll dig into why it takes so long and why it’s worthwhile.

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Topics: Engineering design software, Content marketing for engineers, Marketing to engineers

Interactive cover of Compass Magazine is the coolest engineering marketing of 2015 so far

Posted by John Hayes

May 22, 2015 12:25:00 PM

I just got a copy of the Compass Magazine from Dassault Systemes.  Here’s the cover:

After downloading the magazine’s app, see what happens to the cover in 3D when I point my iPhone at it:      

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Topics: Digital media and online marketing, Engineering design software, 3D printing/additive 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

A Framework for Deciding What to Say in Technology Marketing to Engineers

Posted by John Hayes

Apr 16, 2015 9:57:00 AM

Not all technology innovations are created equal.  Sadly, as marketers, our annual budgets often are. That’s why you need to strongly consider the technology you’re promoting when deciding what to say.

In this post, we’ll look at how to decide how much and where to commit your budget based on the level of innovation that your new product features represent.

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Topics: Digital media and online marketing, Engineering design software, Engineering computer hardware, Marketing to engineers

Aligning Your Content for Engineers with Target Buyer Personas

Posted by John Hayes

Mar 27, 2014 8:49:00 AM

(Updated: April 13th, 2017)

Six ways to create purposeful marketing content for engineering prospects

Developing personas for your engineering prospects is hard work.  We’ve never found a shortcut to understanding what engineers need from your product.  However, once you have the personas you can create purposeful content that aligns with the stages of the engineer’s buying cycle, from awareness to consideration to decision making.

6stepstobettercontentAn Example - Engineering Software Vendor

Let’s say you are a marketer for a new cloud-based Bill of Material management software.  Your software helps product designers understand the costs of their designs earlier in the process.  Your software also includes collaboration tools that let the design team communicate costs with suppliers, marketers, sales people and customers.

Let’s also say that you have identified several target personas within each account, including engineering & design directors, product designers, and CAD managers. You have several industries that you target, including contract manufacturers and on companies that are heavily “engineered-to-order.”

For the purposes of this post, let’s say that your target persona who is an engineering or design director at a manufacturer of engineer-to-order products like fire trucks or robotic assemblies.  These people often face challenges developing accurate cost information at the conceptual stage of their product development.  As a result, they have cost overruns due to miscommunication between their company, their suppliers and the end customers. 

BoM Cloud Software Diagram-1.jpg

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Topics: Engineering design software, Content marketing for engineers

Lessons from Design Software Marketers

Posted by John Hayes

Jan 30, 2014 2:54:00 PM

Marketers at SolidWorks World talk about frustrations and successes

Software user conferences are great places to connect with software marketers, usually over a drink or three.  Here are 3 themes I heard repeatedly at SolidWorks World in San Diego this week:

As big as we are, awareness is still an issue

Every company, from newly funded start-ups to giant companies, seems to crave a market niche where their product is virtually unknown. Maybe it’s a niche that’s grown fast and just hit the radar.  Or maybe it’s because certain niches have complex needs that have only recently been addressable.  Regardless of the reason, marketers are always seeking to build their brands through awareness as well as building incrementally from their user base.

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Topics: Lead Generation, Engineering design software, Marketing to engineers

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